Agriculture and Agri-Food Canada conducted focus groups with consumers and producers to explore their perceptions of sustainable agriculture. To better understand how living in remote locations may affect perceptions, the research also includes interviews with consumers who live in communities supported by Nutrition North. This qualitative research was used to delve deeper into changing consumer preferences and expectations around agricultural sustainability, and understanding producer environmental stewardship. Consumers and producers were asked about their views on environmentally sustainable agriculture, assurance systems and food waste.
Methodology
Earnscliffe conducted a series of 24 online discussion groups with consumers (12) and producers (12), and twenty (20) in-depth interviews with consumers living in northern, remote communities. Five regions of the country were studied: British Columbia, Prairies (Alberta, Saskatchewan, Manitoba), Ontario, Quebec (in French), and Atlantic (Newfoundland and Labrador, New Brunswick, Nova Scotia, Prince Edward Island).
The focus groups were conducted online between February 22 and 25, 2022 and the in-depth interviews were conducted between February 14 and March 16, 2022.
Qualitative research results are not representative of all consumer and producer opinions, but bring more depth to research findings.
Key findings
- Sustainable agriculture is important for both consumers and producers
- The definition of sustainability differs : producers consider economic sustainability, while many consumers do not
- Many consumers are unable to assess the impact of agriculture on the environment or identify sustainable practices or products
- Many producers think consumers are misinformed, and many consumers agree they lack knowledge about the agriculture and food sector
- Many consumers associate locally produced foods with environmental sustainability; buying local is an easy action to support sustainability and local businesses
- Both consumers and producers say producers in Canada are doing at least the minimum to mitigate environmental impacts
Environmentally sustainable agriculture
Consumers
- Most consumers found it difficult to name environmentally sustainable agricultural practices
- Some consumers feel smaller farms are more environmentally responsible than larger operations
- Most are aware of their lack of knowledge, but many are interested in learning more, especially from farmers
Producers
- Environmental practices are deeply engrained in producer operations; it is better for the sustainability of their business
- Barriers to implement new environmental practices are : cost, labour, time, lack of consistent application of government regulations
- Misinformation needs to be challenged
Consumer preferences and assurance systems
Consumers
- Most say it is difficult to identify sustainable food; those who buy it most often look for organic
- Many are torn on credibility of assurance systems; some question if they are just marketing tools
- Criteria for purchase : price, quality, ingredients/health, product origin
Producers
- Some use assurance systems, others think the claims are marketing tools rather than evidence of sound practices
- According to producers, consumers say they want sustainably produced food, but always choose the cheapest or most perfect looking option
Supporting sustainable agriculture
Consumers
- Majority of consumers say they would sacrifice convenience by reducing packaging and processing
- Some would sacrifice variety by eating in season, especially youth
- Few are willing to pay more for sustainably produced food.
Producers
- Many producers are trying to reduce packaging, but some are limited by cost or impact of different packaging on product quality
Food waste
Consumers
- Near consensus that food waste is a problem and most are taking action at home (freeze foods, composting)
- Desire to reduce food waste is driven by economic and social values, not just environmental values
Producers
- Producers felt food waste was often attributable to consumers only willing to buy the most perfect looking produce
- Many producers think consumers are most responsible for food waste, followed by grocery stores and restaurants
Consumers from remote, Northern communities
- Less ability to be selective based on environmental responsibility due to less options on shelves
- Canada’s agriculture and food sector is not top of mind
- Sustainable agriculture means having the ability to secure your own food
- Many eat wild foods and meats as a way to reduce environmental impact
