The American Seed Trade Association (ASTA) today unveiled results of new research that shows consumers have a lack of knowledge and appreciation for the importance of seeds and seed improvement, until they are presented with specific examples of the environmental, economic and health benefits of seed.
ASTA president and CEO Andy LaVigne briefed members of the media during the CSS 2014 & Seed Expo in Chicago. “The agricultural industry recognizes the significance of seed innovations and that many of the things that improve our quality of life can be traced back to a seed,” said LaVigne. “But, when we reach beyond the industry, we realize we have work to do in educating people about the value of seed and seed improvement.”
ASTA surveyed more than 600 moms, millennials and “food-focused” people – three consumer segments recognized for driving conversation around food issues and who have significant purchasing power – to measure consumer awareness regarding the role seed innovation plays in improving quality of life. According to LaVigne, the survey revealed that the work of the seed industry is generally undervalued among educated consumers. Yet three in four educated consumers believe that the role of technology in agriculture is important.
“When we spent time with those consumers and shared additional information about the seed industry, they began to show increased appreciation and understanding of seed improvement and innovation,” said LaVigne. Specifically, survey respondents were provided examples of seed improvements in areas of food, feed, fuel and fiber. Total positive impressions among millennials increased by 18%, total positive impressions among moms increased by 13% and total positive impressions among foodies increased by 16%.
Listen to Andy explain the research and how they hope to use it to educate specific target groups with the message “Seed – Where Better Life Begins.” ASTA CEO Andy LaVigne unveils consumer research
2014 ASTA CSS & Seed Expo photo album