Why Iowa shoppers are buying food directly from local farmers

Iowa shoppers want to know more about where their food comes from, and many are buying directly from local farmers and meat lockers.

According to the latest Iowa Farm Bureau Food & Farm Index®, 84% of Iowa grocery shoppers have purchased food directly from a local meat locker, farmer or farmer network. More than 1 in 5 say they always or often buy food this way.

The annual survey, conducted by The Harris Poll, shows that Iowa shoppers want to know more about where their food comes from and who raised or grew it.

Nearly 4 in 5 Iowa grocery shoppers, or 79%, say they check food labels for information about how or where a product was grown, raised or processed. About 35% look for food that was raised, grown or made locally, while 33% look for food raised, grown or made in the United States. 

Younger Iowa shoppers are eating more animal-based protein

The survey also found that meat and dairy remain staples in most Iowa households. About 97% of Iowa households eat meat at least once a week, while 98% consume dairy weekly.

One in 5 shoppers says they have increased their consumption of meat, dairy and eggs within the past year. Among shoppers eating more of these foods, 87% cited at least one health or nutrition reason. Nearly half, or 49%, said they wanted more protein in their diets.

The increase was even more common among younger shoppers. About 30% of Iowa grocery shoppers ages 20 to 34 said they are eating more animal-based foods.

Iowa shoppers also have a positive view of the nutritional value of meat and milk. About 91% said each plays an important role in a balanced diet.

The survey shows that many Iowa shoppers want nutritious foods along with a closer connection to the people who grow and raise them.

For some families, that might mean picking up hamburger from a nearby meat locker or buying eggs directly from a local farmer. Either way, they appreciate knowing a little more about where their food came from.

To learn more about how Iowa farmers grow and raise food for our families, visit RealFarmersRealFoodRealMeat.com.

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