|
Consumers willing to drive Agriculture growth
An overwhelming majority or kama’aina believe buying local is very important, and many are willing to pay more for some local products. Those were the highlights of a study released earlier this month by the Ulupono Initiative, which surveyed nearly 1,200 Oahu residents.
Some of the key findings include:
- When asked if the amount of food produced in Hawaii is too little, about right or too much, 81 percent said too little.
- Hawaii consumers spend only about 8 percent of their food budget on locally grown food, while they spend the rest on imports, (Source: 2005/2008 U.S. Department of Agriculture).
- Nearly 74 percent of consumers believe that it is very important that Hawaii grow its own local foods.
A smaller group of those surveyed indicated they would be willing to pay more for local products, but often have trouble distinguishing what was produced in Hawaii. Consumers said that when it comes to local foods, they:
- Value quality (especially freshness and taste);
- Trust local farmers to grow foods that are fresher and safer to eat, and;
- Want meats free of antibiotics or hormones.
A PowerPoint presentation about the study is available at www.uluponoinitiative.com
Robbie Dingman who spearheaded the survey for the Ulupono Initiative says, “Despite the increasing prevalence of big-box stores, the study showed that shoppers still prefer supermarkets due to their neighborhood convenience and availability of desired brands. Farmers markets also emerged as a significant place to purchase local produce.”
Those that monitor the industry are excited about the survey results. "While we know there is consumer demand and that people are willing to pay a premium for local produce, it's going to take the cooperative efforts of farmers, food wholesalers and retailers to really make a difference,” says Janelle Saneishi, Spokesperson for the Hawaii Department of Agriculture, “Hopefully, the wholesalers and retailers see that they may be actually losing business by not buying local."
At the base of the food chain are local farm workers like Jornacion and Somora who are depending on consumers backing up their opinion with their wallets. “I don’t mind being at the farm at 7 every morning.” says Somora, “Planting and harvesting is all I know. I can’t think of a better job in Hawaii.”
_____________________________________________________________
Glenn Wakai is a State Senator (Kalihi-Salt Lake-Aiea) and former television news reporter.
Back to top↑
|
