Editor's Note: This article originally appeared in the January/February 2026 print edition of Produce Grower under the headline “Do consumers care where their food comes from?.”
Here are some of the report’s key takeaways:
Beliefs:
59% of respondents consider “knowing where the food comes from” a top factor when it comes to prioritizing food. That statistic is up from 51% in 2017.
Perceptions:
The definition of a sustainable diet has shifted in the past 10 years, with respondents’ top criteria including environmental impact, nutrition and responsible production.
Respondents perceive top sustainable food practices as:
Having a smaller impact on the environment (29%)Representing nutritional balance (27%)
Having a smaller carbon footprint (25%)
Practices:
Americans are paying more attention to food labels like “locally grown” or “natural.” Labels they focus on include:
Natural (41%)
No hormones or steroids (38%)
Locally grown (33%)
Explore the January/February 2026 Issue
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