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More focus on labels, but shoppers value price and taste

More Iowa shoppers are paying attention to food labels than in the past, but price and taste are still driving food-buying decisions at the grocery store, according to the latest Iowa Farm Bureau (IFBF) Food & Farm Index® released last week.

The survey, completed earlier this year by Harris Poll, showed that 82 percent of Iowa grocery store shoppers say they pay attention to labels. That compares with 68 percent who said they watched labels in a similar Food and Farm Index survey taken in 2013.

The most recent poll also showed:

• Farmers, followed closely by dieticians and nutritionists, continue to be the most trusted sources for information about food safety. Farmers were ranked as one of the top three sources by 45 percent of the grocery shoppers polled, while dieticians/nutritionists...




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