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Consumer demand for “farm-to-table" food products will continue to grow in 2013 if shopper behavior matches responses gathered in new research* conducted for Plainville Farms turkey and FreeBird chicken.
Shoppers said their motivation for wanting "farm-to-table" products is based on a belief that they are "fresher" (95%) and "healthier/more nutritious" (90%). Over 80 percent of respondents also cited "humane treatment" and "environmental factors" as important. Further, over 52 percent of the company’s study participants said they either already do, or would be willing, to pay more for such products.
"Our research found that farm-to-table is moving out of a niche market into the mainstream," said Barb Quijano, VP of New Oxford, Pa.-based Hain Pure Protein, parent company of both poultry brands. "For example, 87 percent are open to buying farm-to-table products from a variety of retailers," Quijano noted. "So while these shoppers purchased from farm outlets, natural product retailers and health food stores in 2012,” increasing numbers of consumers will be seeking similar products in other retailer outlets in 2013.
*The 2013 MamboTrack Health and Natural Consumer Outlook Study was fielded online among 1,003 individuals.