FoA 300: Seven Consumer Values Influencing the Future of Agriculture

Previous guests featured: 

Richard Waite

Dan Kittredge

Jason Persall

Paul Winters

Xin Yi Lim

Mark Remmert

Sarah Mock

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For most of the history of industrial agriculture, consumers demanded of the food system four foundational criteria: price, safety, taste and convenience. This has not changed, nor do I have reason to believe it will in the future. What has changed is that we have realized that if we make those our only criteria, we fall victim to a host of other problems: health problems, climate change, environmental degradation, inequities, and unfortunately the list goes on. 

New values have emerged from consumers that want more out of our food system beyond just the price, safety, taste and convenience which of course remain vital. 

After spending some time reflecting on the past 300 episodes of this show, I’ve compiled a list of seven consumer values that I think will continue to shape the future of the ag industry, and I’ve drawn from former guests to share them with you today. 

Now I realize fads come and go. But I don’t think we’re talking about fads here. I think we are talking about underlying values that will continue to inform the way consumers eat, buy, and vote in the future. And we as an ag industry ought to be aware of them and factor them into our strategies for the future of agriculture.

1. Climate Impact
2. Nutrition/Health
3. Connection to an Authentic Source
4. Fun & Social Experiences
5. Hunger and Poverty Alleviation
6. Waste Reduction
7. Social Impact