Farmland Stewardship: Growing Toward the Future

Growing Toward the Future Stewardship Today Compared to Ten Years Ago Both consumers and growers trend positive; gap in perception exists Consumers (N = 400) Growers (N = 116) 47.6% 22.4% 29.9% 76.7% 6.9% 16.4% Better Worse About the same

Growing Toward the Future 59.0% 16.8% 24.3% 72.2% 7.8% 20.0% Stewardship Today Compared to 10 Years From Now Both consumers and growers trend positive; gap in perception exists Consumers (N = 400) Growers (N = 116) Better Worse About the same

Growers investing in stewardship: Criteria for choosing crop inputs

Perceptions Around Crop Inputs Consumer survey question: When a farmer buys a crop input (such as a pesticide or fertilizer), How important should … be to the farmer? Grower survey question: When you buy a crop input or pesticide, how important is … ? [1-to-6 scale, where 1 = “extremely unimportant and 6 = “extremely important.”] Between-groups t-tests results indicate significant differences between consumers and growers: * p < .05, ** p < .01, *** p < .001 Extremely Unimportant Extremely Important Growers rate attributes when making their crop input decisions 1 2 3 4 5 6 Effectiveness Environmental Impact Cost

Perceptions Around Crop Inputs Consumers rate attributes for grower crop input decisions Consumer survey question: When a farmer buys a crop input (such as a pesticide or fertilizer), How important should … be to the farmer? Grower survey question: When you buy a crop input or pesticide, how important is … ? [1-to-6 scale, where 1 = “extremely unimportant and 6 = “extremely important.”] Between-groups t-tests results indicate significant differences between consumers and growers: * p < .05, ** p < .01, *** p < .001 Extremely Unimportant Extremely Important Effectiveness Environmental Impact Cost 1 2 3 4 5 6

Input Selection Gap in grower and consumer perceptions of environmental impact Consumer survey question: When a farmer buys a crop input (such as a pesticide or fertilizer), How important should … be to the farmer? Grower survey question: When you buy a crop input or pesticide, how important is … ? [1-to-6 scale, where 1 = “extremely unimportant and 6 = “extremely important.”] Between-groups t-tests results indicate significant differences between consumers and growers: * p < .05, ** p < .01, *** p < .001 Extremely Unimportant Extremely Important Environmental and land stewardship inherent in growers’ daily practices Growers Consumers 1 2 3 4 5 6

Developers building stewardship: From molecule to market and beyond

Perceptions of Product Development Priorities Effectiveness Growers Environmental impact Human health and safety Environmental impact Human health and safety Effectiveness Consumers Survey question: When thinking about the development of new crop inputs or pesticides, How important to developers is the … ? [1-to-6 scale, where 1 = “extremely unimportant and 6 = “extremely important.”] Between-groups t-tests results indicate significant differences between consumers and growers: * p < .05, ** p < .01, *** p < .001 Extremely Unimportant Extremely Important 1 2 3 4 5 6

Consumers recognizing stewardship: Perceptions of Safety

Perceptions of Product Development Priorities Vitamin E supplement Growers Conventionally grown food Organically grown food Consumers Survey question: When thinking about the development of new crop inputs or pesticides, How important to developers is the … ? [1-to-6 scale, where 1 = “extremely unimportant and 6 = “extremely important.”] Between-groups t-tests results indicate significant differences between consumers and growers: * p < .05, ** p < .01, *** p < .001 Extremely Unimportant Extremely Important Aspirin Diet Soda Diet Soda Aspirin Conventionally grown food Vitamin E supplement Organically grown food 1 2 3 4 5 6

Industry growing toward the future: Taking the next steps

Panel Discussion and Q&A