Sustainability Research Report 2019 - Trust In Food
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Sustainability
Research
Report
2019
Executive Summary
One year ago, Farm Journal publicly launched the Trust In Food™ platform.
This effort represented a watershed moment in the history of our 142-year-old
organization. We stepped forward to dedicate a significant portion of our
business resources to work with leaders such as you to bolster consumer trust
in food. We recognize that an essential way to build that trust is to help scale
voluntary adoption of conservation agriculture practices that benefit farmers’
bottom lines, improve water quality and restore soil health.
Mitch Rouda, President The insights you see on these pages—Trust In Food’s second annual
Trust In FoodTM Sustainability Research Report, modeled after the inaugural 2018 report we
conducted in partnership with Field to Market—is intended to serve as a
baseline. It measures the perceptions and behaviors of farmers, ranchers and
growers about conservation agriculture practices, sustainable food systems
and the tools and resources that will allow agricultural producers to measure
today’s successes and tomorrow’s progress.
Data points from this research suggest five important takeaways for all
stakeholders along the value chain to bear in mind as they take their work
into the field this year and beyond:
• The majority of farmers are unfamiliar with supply chain
sustainability metrics.
• Farmers recognize consumer trends create pressure but
remain autonomous.
• Financial benefits are the most important factor for farmers making
on-farm sustainability decisions.
• Few farmers know their carbon footprint, though they are farther ahead
on other sustainability practices.
• Farmers say their definition of sustainability varies from
consumers’ definition.
Some of these findings come as no surprise. Others present challenges for us
to consider with fresh eyes. Whatever perspective you bring to these data
points, it is our hope that you use them as a foundation for collaboration with
the spirit of partnership, understanding that we can learn from diverse points
of view.
Think broadly and deeply about these subjects and about ways we can all
help each other build trust for our food system—through the valuable and
unique roles we each play.
MITCH ROUDA
2Executive Summary
Each year, Farm Journal surveys a broad range of farmers growing or raising row crops,
specialty crops, cattle, dairy and hogs to provide key insights into sustainability and
conservation agriculture trends across America’s farmland. This year, the survey included
950 respondents (almost double last year’s) with a margin of error of +/- 3.2%.
The purpose of this research is to better understand:
How farmers, ranchers, growers and other food producers define sustainability.
The degree to which farmers have adapted on-farm sustainability practices.
Farmers’ expectations of food companies and food retailers related to sustainability.
Needs and interests surrounding sustainability practices, information and education.
Survey Snapshot: Farmers, Growers and Ranchers Speak Out
80%
72%
70% 67%
60% 59% 57%
50%
40%
30%
20%
12% 13%
10% 6% 2%
0%
Average CORN SOYBEANS WHEAT COTTON PRODUCE* Average DAIRY HOGS CATTLE
Acreage: 509 497 244 695 6,417 Head: 259 15,468 270
*30% of acreage
is organic
Understanding farmer’s perceptions of conservation and sustainability, as well as their
on-farm practices, plays a critical role in informing efforts to scale conservation-minded
behaviors. Likewise, this insight is critically important for forecasting agricultural and
agri-economic trends, which will shape our food system in the years to come. What follows
are the results of our survey along with five key takeaway macro-level trends.
Trust In Food™ will build on this baseline each year, tracking behavioral and perception
shifts over time to inform the industry.
3What Food Producers
Think About Sustainability
Nearly 81% of respondents consider themselves farmers, 32% ranchers, 19% growers and
12% food producers. Respondents could select more than one option.
What is your role on your farm or ranch?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
FARMER 81%
RANCHER 32%
GROWER 19%
FOOD PRODUCER 12%
NOT INVOLVED 1%
OTHER 5%
4Takeaway No. 1:
The Majority
Of Farmers Are
Unfamiliar With
Supply Chain
Sustainability Metrics
5Farmers clearly believe consumers want sustainable food, but they’re divided on how swiftly
those beliefs will require them to make changes in their on-farm sustainability practices. Almost
half (44%) of farmers don’t know when consumer pressure for sustainable food will affect their
operation, yet an increasing number (22%, up from 17% in last year’s survey) believe this will
happen in the next five years.
H ow
soon will your operation be affected by
consumer pressure for sustainable food?
44% 14% 22% 20%
I HAVE WITHIN THE WITHIN 2 TO WITHIN 5 TO
NO IDEA NEXT YEAR 5 YEARS 10 YEARS
Three fourths of farmers (75%) are not using any tools to measure their sustainability performance.
A re
you currently using any tools to measure sustainability
performance or recommend best practices?
YES 25%
NO 75%
Close to three quarters (72%) of farmers have not seen specific sustainability goals from a
food or beverage company. Nor have they been asked to respond to supply chain surveys
or questionnaires about sustainability from the stakeholders in their supply chain.
H aveyou seen specific 12%
sustainability goals from YES
a food company?
16%
NOT SURE
72%
NO
6Takeaway No. 2:
Farmers Recognize
Consumer Trends
Create Pressure But
Remain Autonomous
7D o consumer sentiments or demands influence farming practices?
YES 67%
NO 33%
More than half (61%, up from 55% in last year’s survey) say they think consumer interest in
sustainable food “will be a factor in the near future, and I will make it a priority soon.” Meanwhile,
21% (down from 23% in last year’s survey) say they think it will be a factor but will leave it to the next
generation while only 18% (down from 22% in last year’s survey) say it won’t be a factor.
W hichof the following statements best describes your
feelings about consumer interest in sustainable food?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
I DON’T THINK IT WILL
BE A FACTOR. 18%
I THINK IT WILL BE A FACTOR,
and I will make it 61%
a priority soon.
I THINK IT WILL BE A FACTOR,
but I will leave it to the 21%
next generation.
8A decreasing number (36% this year, down from 41% last year) of farmers think most farmers already
are operating sustainability, while an increasing number (41%, up from 38% last year) say farmers must
operate sustainably and need to make progress in certain areas.
D o
you believe sustainable farming practices are
essential to the future of agriculture?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
YES, but I believe most farmers
already operate sustainably. 36%
YES, I believe farmers must operate
sustainably, and we need to make
more progress in certain areas. 41%
YES, I believe farmers must operate
sustainably, and we need to make
significantly more progress.
18%
NO, I think it’s a bunch of media hype
that will never amount to anything. 5%
The majority (62%) of farmers think food manufacturers and retailers should engage farmers on achieving
sustainability outcomes if farmers can choose which practices work best to deliver a particular outcome
on-farm. Just over one in four farmers (28%) said it should be a strictly business transaction, pointing to the
importance of farm autonomy and economic viability in sustainability decisions.
W hich
of the following statements best describes the relationship food
manufacturers and retailers should have with farm operations?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
They should buy products from farm operations
with no recommendations on sustainable farming
practices. It should be strictly a business transaction.
28%
They should buy products from farm operations
and engage farmers on achieving sustainability
outcomes, but allow for freedom to choose which
sustainable farming practices work best to deliver 62%
that outcome on a farmer’s operation.
They should buy products from farm operations
and also require operations to adopt sustainable
practices. They can help operations achieve 10%
industry sustainability standards that will
encourage future consumer purchases.
9Takeaway No. 3:
Financial Benefits
Are The Most
Important Factor For
Farmers Making
On-Farm Sustainability
Decisions
10More than half of farmers say they’re not sure if they would use tools to adopt sustainable farming
practices presented by food manufacturer or retailers.
I f
a food manufacturer or retailer 4%
NO
provided you with tools to adopt
sustainable farming practices,
would you use them?
41%
YES
55%
NOT SURE
When asked about incentives that would be required “for you to make changes to your
management practices to deliver sustainability outcomes,” on a scale of 1 (most valuable) to 6
(least valuable), farmers overwhelmingly chose price premium. This indicates farmers’ willingness
to undertake on-farm changes if it makes economic sense for them.
P leaserank what incentives a food manufacturer
or food retailer would need to offer for you to 1 2 3 4 5 6
make changes to your management practices Most valuable Least valuable
to deliver sustainability outcomes.
88%
PRICE PREMIUM COST-SHARING FOR IMPLEMENTING FREE TECHNICAL
SUSTAINABILITY PRACTICES ASSISTANCE
40% 35%
26% 24%
23%
15% 13% 11%
8% 2 5% 4% 3%
%
1 %
0 %
1 %
1 %
1 2 3 4 5 6 1 2 3 4 5 6 1 2 3 4 5 6
PREFERRED MARKET CONSUMER ADVERTISING ON INDUSTRY RECOGNITION FOR
ACCESS FARMER’S SUSTAINABILITY EFFORTS SUSTAINABILITY PERFORMANCE
60%
48 %
37%
21% 24
%
20% 22%
12 11% 14
% %
4% 10
%
3% 1% 6 2% 2%
%
3%
1 2 3 4 5 6 1 2 3 4 5 6 1 2 3 4 5 6
11Takeaway No. 4:
Few Farmers Know
Their Carbon
Footprint, Though
They Are Farther
Ahead On Other
Sustainability
Practices
12The research found only 4% of farmers know their carbon footprint. Of those who know their
footprint, 59% say it is decreasing, 28% say it is staying the same and 13% say it is increasing.
H aveyou calculated the 4%
carbon footprint for your YES
farming/ranching operation?
96%
NO
H ow is your carbon footprint changing?
13% 59% 28%
INCREASING DECREASING STAYING THE SAME
H ow much of your acreage is managed using:
CONSERVATION TILLAGE FIELD TILING TERRACING
DON’T DON’T DON’T
KNOW 1% KNOW 1% KNOW 2%
NONE 11% NONE 34% NONE 54%
1-24% 8% 1-24% 15% 1-24% 18%
25-49% 8% 25-49% 14% 25-49% 8%
50-74% 15% 50-74% 12% 50-74% 6%
75-99% 15% 75-99% 13% 75-99% 5%
100% 41% 100% 11% 100% 7%
13W hat percentage of your on-farm acreage is devoted to:
WETLANDS WILDLIFE HABITAT PRESERVATION
DON’T DON’T
KNOW 2% KNOW 1%
NONE 58% NONE 38%
1-24% 39% 1-24% 54%
25-49% 0% 25-49% 4%
50-74% 0% 50-74% 1%
75-99% 0% 75-99% 1%
100% 0% 100% 1%
CULTIVATED CROPLAND GRASSLAND/PASTURE FOREST
DON’T DON’T DON’T
KNOW 0% KNOW 0% KNOW 2%
NONE 10% NONE 28% NONE 46%
1-24% 3% 1-24% 47% 1-24% 44%
25-49% 8% 25-49% 10% 25-49% 7%
50-74% 20% 50-74% 7% 50-74% 1%
75-99% 53% 75-99% 7% 75-99% 0%
100% 6% 100% 1% 100% 0%
EDGE OF FIELD RIPARIAN BUFFERS WATER WAYS (Lakes, Rivers, Streams, Ponds)
DON’T
DON’T
3% KNOW 1%
KNOW
NONE 39% NONE 24%
1-24% 55% 1-24% 73%
25-49% 2% 25-49% 2%
50-74% 1% 50-74% 0%
75-99% 0% 75-99% 0%
100% 0% 100% 0%
14O n what percentage of your on-farm planted acreage do you:
USE INTEGRATED PEST USE GENETICALLY USE MANURE AS
MANAGEMENT ENGINEERED SEED FERTILIZER
DON’T DON’T DON’T
KNOW 4% KNOW 2% KNOW 0%
NONE 30% NONE 19% NONE 43%
1-24% 12% 1-24% 4% 1-24% 25%
25-49% 5% 25-49% 5% 25-49% 11%
50-74% 8% 50-74% 11% 50-74% 7%
75-99% 13% 75-99% 19% 75-99% 6%
100% 28% 100% 40% 100% 8%
RAISE USDA CERTIFIED ORGANIC CROPS USE COVER CROPS
DON’T DON’T
KNOW 2% KNOW 0%
NONE 94% NONE 44%
1-24% 2% 1-24% 27%
25-49% 1% 25-49% 11%
50-74% 0% 50-74% 8%
75-99% 0% 75-99% 4%
100% 1% 100% 5%
USE SOIL SAMPLING (Grid or Zone)
DON’T
KNOW 1%
NONE 10%
1-24% 9%
25-49% 5%
50-74% 9%
75-99% 18%
100% 48%
15Takeaway No. 5:
Farmers Say Their
Definition Of
Sustainability Varies
From Consumers’
Definition
16of the following criteria do you
W hich O fthe following sustainability
associate with sustainable agriculture? criteria, which five do you think
consumers care about most?
TOP 5 TOP 5
CROP ROTATION 70% ORGANIC FARMING 37%
MANURE AS FERTILIZER 64% WILDLIFE HABITAT
PRESERVATION
37%
WILDLIFE HABITAT
PRESERVATION
63% WATER QUALITY TESTING 36%
CONSERVATION TILLAGE 62% SEED TRAITS 22%
ROTATIONAL GRAZING 56% WIND ENERGY 19%
ON-FARM WETLANDS 22% ON-FARM WETLANDS 7%
SOLAR ENERGY 28% SOLAR ENERGY 18%
FIELD TILING 36% CONSERVATION TILLAGE 13%
INTEGRATED
PEST MANAGEMENT
43% FIELD TILING 3%
ORGANIC FARMING 12% ROTATIONAL GRAZING 5%
INTEGRATED
WIND ENERGY 23% PEST MANAGEMENT 7%
LOW-VOLUME IRRIGATION 19% LOW-VOLUME IRRIGATION 7%
SEED TRAITS 39% BIOFUELS 14%
BIOFUELS 32% WASTE MANAGEMENT 8%
WASTE MANAGEMENT 20% MANURE AS FERTILIZER 14%
TERRACING 40% TERRACING 1%
WATER QUALITY TESTING 32% COVER CROPS 11%
ADVANCED NUTRIENT
COVER CROPS 22% MANAGEMENT 12%
ADVANCED NUTRIENT
MANAGEMENT 36% CROP ROTATION 5%
BUFFER STRIPS 43% BUFFER STRIPS 10%
17For more information, visit www.TrustInFood.com
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