A strong desire for local connection and trust is shaping how Iowa shoppers buy meat and dairy, according to the latest Iowa Farm Bureau Food & Farm Index®. The annual survey, conducted this spring by The Harris Poll, found that 84% of Iowa grocery shoppers have purchased directly from local meat lockers, farmers or farmer networks, and more than 1 in 5 (22%) say they always or often buy directly from local meat lockers or individual farmers.

 Iowa shoppers are looking for a closer connection to the people who produce their food. Nearly 4 in 5 (79%) say they review labels for information about how or where food was grown, raised or processed. The label details they seek most commonly center on local sourcing and trust, with 35% looking for products raised, grown or made locally and 33% seeking products raised, grown or made in the U.S.

As consumer demand evolves, Iowa Farm Bureau is helping farmers explore diversification opportunities, alternative markets and direct-to-consumer sales that can create new revenue streams.

“As Iowa’s largest general farm organization, we represent farmers with a wide range of operations, and we’re committed to helping them identify new markets and value-added opportunities,” said Iowa Farm Bureau President Brent Johnson. “One growing trend we’ve highlighted is consumers buying directly from farmers. Iowa Farm Bureau’s annual Acres of Opportunity conference helps new and established farmers explore crop, livestock and business diversification, with breakout sessions focused on new revenue streams in niche markets such as specialty meats, berries, lavender, fresh flowers and agritourism. Our Grow Your Future Award competition also recognizes members ages 18 to 35 who are building creative, value-added businesses that meet emerging consumer demand and awards prize money to the top three finalists to help scale their operations.”

Iowans Are Increasing Their Intake of Animal-Based Proteins

While nearly all Iowa households consume meat (97%) and dairy (98%) at least weekly, 1 in 5 say they have increased their consumption of animal-based proteins in the past year. Among those who are eating more meat, dairy and eggs, 87% cite at least one health or nutrition-related reason, and nearly half (49%) say they are looking for more protein in their diets. The trend is even stronger among younger shoppers ages 20 to 34, with 30% reporting increased consumption of animal-based products.

Iowa shoppers overwhelmingly view both meat and milk from animals as healthy, with 91% saying each plays an important role in a balanced diet. Health and nutrition facts may further increase interest in animal-based proteins. When told how zinc helps the immune system fight illness—with meat and seafood among the richest sources—and dairy products provide 13 essential nutrients while serving as top sources of calcium, vitamin D and potassium, among other examples, 87% of Iowa grocery shoppers said they were very or somewhat likely to increase their consumption of real animal proteins.

About the Iowa Farm Bureau Food & Farm Index®

The annual survey, now in its 13th year, was conducted online by The Harris Poll, on behalf of Iowa Farm Bureau, April 22- May 5, 2026, and asked 512 Iowa adults, ages 20 to 60, with primary or shared household grocery shopping responsibilities about their purchasing habits and attitudes. The index also uncovered other trends and factors shaping consumption habits, including how and where Iowa grocery shoppers purchase meat and dairy for their families.  

Data are weighted where necessary by age by gender, race/ethnicity, household income, household size, marital status, education, and smoking status to bring them in line with their actual proportions in the population. 

Respondents for this survey were selected from among those who have agreed to participate in our surveys. The sampling precision of Harris online polls is measured by using a Bayesian credible interval. For this study, the sample data is accurate to within +/-5.7 percentage points using a 95% confidence level. This credible interval will be wider among subset of the surveyed population of interest.

All sample surveys and polls, whether or not they use probability sampling, are subject to other multiple sources of error which are most often not possible to quantify or estimate, including, but not limited to coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments.