In addition, the Field to Fork data shows consumers also expect the U.S. government to play a rolein creating a healthier food environment by regulating things such as food safety and promotingphysical activity. However, the survey indicates people have much less appetite for control overpolicies that restrict or penalize their personal choices such as taxing certain foods or beverages.
Survey Reveals Six Distinct Consumer Segments
While technology and access to information have helped people become m
ore “food aware”
- not all
consumers are seeking the same values and benefits from their foods. This year’s study surveyed a
larger population so that segmentation could be conducted to identify differences in consumerattitudes and purchase drivers, which can lead to a deeper understanding of consumer motivations.The segments identified are:
informed consumer, concerned with every step along the path from Field to Fork.
Friends of the Farm:
Midwestern, typically older male (45+) consumer who supports andchampions the role and need for American agriculture.
Well-educated, high-income consumer who is outspoken and informed aboutglobal issues.
Middle-aged, middle-income consumer who uses simple rules as a guide to morehealthful eating.
Younger (under 35), lower-
income consumer who simply doesn’t have the interest
to take time to create a meal.
This consumer thrives on the ability to provide food for the family and is more proneto letting children influence purchasing decisions.According to Jason McGrath, vice p
resident of StrategyOne, “The results of the segmentation tell us
what we already assumed, but now have data to rely on, that not all consumers are created equally.Some are wholeheartedly in support of farmers, while some are most influenced by their families,
and others just want a convenient meal when they’re hungry. This information can help guide
corporate initiatives as well as policy discussions to ensure the consumer point-of-view is
For more information on Edelman and Strategy O
ne’s Field to Fork survey visit
Edelman is the world’s largest public relations firm, with
63 offices and more than 4,200 employeesworldwide, as well as affiliates in more than 30 cities
. Edelman was named Advertising Age’s top
ranked PR firm of the decade in 2009 and one of its “A
List Agencies” in both 2010 and 2011; Adweek’s “2011 PR Agency of the Year;” PRWeek’s “2011 Large PR Agency of the Year;” and
Holmes Report’s “2011 Global Agency of the Year.” Edelman was named one of the “BestPlaces to Work” by Advertising Age in 2010 and among Glassdoor’s top five “2011 Best Places toWork.” Edelman owns specialty firms Blue (advertising), StrategyOne (research), Ruth
(brands +experiences), DJE Science (medical education/publishing and science communications), MATTER