The U.S. Farmers & Ranchers Alliance recently released the results of its consumer transparency survey. It showed that 59-percent of consumers believe transparency is extremely important in making their purchasing decisions. Lisa Cassady with the Alliance says consumers want grocery stores and restaurants to provide information about the way the food they sell is grown and raised.
Forty-percent of all respondents say the lack of information on where food comes from sends a negative message.
40-percent of consumers in their 20s say they often or always buy or order one food item over another because it offered more information about how or where it was grown or raised. That number goes down with older consumers.