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Study Finds Perception Gaps Between Farmers and Consumers

Nutrien this week released Bridging the Agricultural Perception Divide, a research study on the perception gaps between farmers and consumers in North America on issues such as sustainability, technology, and land usage.

The report also indicates there is some common ground and opportunities for bridge-building. The findings revealed that the largest perception gaps between farmers and consumers are related to environmental stewardship and industry advancement. For example, farmers were significantly more likely to agree with statements related to the responsible use of crop inputs, chemical use, environmental progress, farming careers, and soil quality. However, topics related to Societal Support for Farmers reveal much closer agreement. The study also finds that younger consumers have the lowest interest and trust in agriculture.

When farmers were asked about the top issues affecting the agriculture industry today, their responses included the rising cost of growing food, followed by a desire for consumers to have more knowledge about the industry, and concerns around misinformation about where food comes from.

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