- Author: Molly Nakahara
Here at the Eat Local Placer Nevada Project, we want you to eat more locally grown fruits, vegetables and nuts! In order to achieve our goal, we decided to survey consumers in Placer and Nevada counties to learn more about how, when, where and why folks purchase locally grown produce. The results are in and we've got some really interesting information to share with you.
In Placer and Nevada counties, our definition of “local” is far stricter than what is recognized as a “local” product. In 2008, the U.S. Congress adopted the Food, Conservation and Energy Act which considered the boundary for a “locally or regionally produced agricultural food product” as 400 miles or within its State of origin. Almost 70% of participants of the Eat Local Placer and Nevada survey defined “local” as “from my county and adjacent counties.” This is great news for our local farm economy; consumers looking for locally grown produce are truly looking to the farms and farmers' markets in their neighborhoods.
76.2% of participants reported buying locally grown fruits and vegetables on a weekly basis and 66.7% chose farmers' markets as the main place of purchase. Put together, this information says much about the regional culture of buying locally grown produce. For many, it appears that buying local is not just about procuring food for the dinner table, but rather a social component of their lives. As many of you know, the farmers' market is a great outing to share with friends and family.
When asked what the primary reason for buying locally grown fruits and vegetables, three answers were selected evenly: to support local farmers, personal and/or environmental health, and taste/quality. My hope is that this diversity of answers shows a robust and resilient consumer base that currently supports our local growers. As a farmer myself, I am gladdened by the number of participants that chose supporting local farmers as their main motivation for buying local. The farmers' market is a highlight of my week. I am always re-energized by my interactions with customers and reminded of why I love to grow food for my community.
In response to the barriers to purchasing more local food, 46.2% of survey participants chose cost as the most prohibitive factor. The truth of agriculture in the foothills is that production costs are higher than other areas of the state. Limited access to arable land and skilled labor are two of the challenges we frequently hear about from farmers and two factors that certainly increase production costs. When we look at this response along with the reasons for buying locally grown, the picture becomes more focused. Consumers are buying local for a whole bunch of other reasons than to save money including health, environmental awareness, and support for the local agriculture community. Cost as the primary barrier to purchasing local food appears rather to be a statement: we would buy more if we could.
Thank you to everyone who took the time to respond to our survey. We look forward to learning and sharing more about local fruit, vegetable and tree nut production and consumption!