With this 78% contingent saying it’s important to purchase U.S.-grown food, an 8% increase since December 2020, the survey also found that U.S. farmers continue to be the most trusted source when it comes to food safety. More than four-fifths (4/5) of consumers rank them No. 1 most trusted among members of the supply chain. “Well, the main thing is that most consumers developed a better trust for the U.S. soy farmer, all farmers actually, and they want to buy local, and that's the key thing.”
And promotion and education are critical because more than 70% of respondents felt more positive about soy as a food ingredient after learning about its sustainability attributes. These insights from the survey will help guide checkoff investments. Burrier says research like this survey is a key pillar of the soy checkoff mission. “The checkoff has developed this research, the promotion and education, and we are getting this out to the consumer, the end user. Everybody knows that we are building a trusted product and that it's sustainable and it can fit their needs.”
Find the complete survey results at unitedsoybean.org. And stay up to date with the checkoff on Wednesday mornings at 10 a.m. Eastern/9 a.m. Central on RFD-TV.