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Peer-reviewed Research and Review Article

Central Coast consumers want more food-related information, from safety to ethics


Philip H. Howard, Department of Agriculture

publication information

California Agriculture 60(1):14-19. DOI: 10.3733/ca.v060n01p14. January-March 2006.

NALT Keywords

California, consumer demand, focus groups, food labeling


Information is lacking on what consumers want to know about food production, processing, transportation and retailing. Focus groups and a random-sample mail survey of consumers in the Central Coast region indicate that food safety and nutrition generate the most interest. However, ethical concerns such as the humane treatment of animals, the environmental impacts of food production and social justice for farmworkers also have strong support. The results suggest that voluntary food labels on these issues may be a promising way to meet consumer needs for more information.


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