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Words Matter: How evolving consumer
values can be triggered by word associations
Jodee EllettLocal Foods Coordinator
4 January 2018
Jodee EllettLocal Foods CoordinatorPurdue Extension
Changing consumer values
Triple Bottom Line
Local Food Words
National Consumer Survey
Changing consumer values
Consumer Value Driver Plate
51%
Evolving
Consumers
who prefer
evolving food
shopping
values
49%
Traditional
Consumers
Who prefer
traditional food
shopping
values
Consumer Pulling for Change
Transparency and Production Practices
Consumer Pulling for Change
Health and Transparency
Why do consumers choose to buy from local farmers? Food Values
Driving Changein theFood System
QualityTransparencyFreshnessNaturalOrganicHealthy foodGood valueLocalExperienceCultural
Average mileage truck
travelled to reach Chicago
Produce Terminal in 1998
‘Food Miles’
Pirog et al., Food, Fuel, and Freeways: An Iowa perspective on how far food travels, fuel usage, and greenhouse gas emissions. 2001
Origins of the Local Food Movement
locavore[loh-kuh-vawr, -vohr]
noun 1. a person who makes an effort to eat food that is grown, raised, or produced locally, usually within 100 miles of home.
Random House Dictionary, 2005 word origin
Triple Bottom Line
Triple bottom line for local food
People
Social
Food that is affordable,
accessible and healthy
Place
Environmental
Sustaining natural
resources for food production
Profit
Economic
Profitable businesses and supply chains
developed
Local Food Words
Foodshed
Local Food System
Community Food System
Local Food Words
FoodshedGeographic region of food production for a population
Local food value chain
Farm Inputs
Production Processing Distribution Markets Consumers
Waste
Community Food System
HealthAccess Youth
Economic Opportunity
JobsLand Farmers
National Consumer Survey(results not available online)
