Hamburger Pork Chop Deli Ham Chicken Wing $6.63 $4.69 $4.06 $3.37 $2.04 $2.10 $1.91 $2.74

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1 FooDS FOOD DEMAND SURVEY Volume 5, Issue 10: February 20, 2018 About the Survey FooDS tracks consumer preferences and sentiments on the safety, quality, and price of food at home and away from home with particular focus on meat demand. FooDS is a monthly on-line survey with a sample size of at least 1,000 individuals, weighted to match the US population in terms of age, gender, education and region of residence. See the online technical document for more details. MEAT DEMAND Willingness-to- Pay Last Year: February 2017 Last Month: January 2018 Steak Chicken Breast Hamburger Pork Chop Deli Ham Chicken Wing Beans & Rice Pasta $7.02 $5.23 $4.30 $3.72 $2.36 $2.26 $2.03 $2.93 $6.63 $4.69 $4.06 $3.37 $2.04 $2.10 $1.91 $2.74 February 2018 $6.54 $5.20 $4.18 $3.14 $1.80 $2.08 $1.96 $2.63 % change -1.36% 10.87% 2.96% -6.82% % -0.95% 2.62% -4.18% (Jan. - Feb.) Compared to one month ago, willingness-to-pay (WTP) increased for chicken breast and hamburger, but decreased for steak, pork chops, deli ham, and chicken wings. WTP for deli ham saw the largest percent decrease among meat products compared to one month ago. WTP for all food products is lower than one year ago. FOOD EXPENDITURES Current weekly Current weekly Anticipated change in at Anticipated change away from at home away from home home in next 2 weeks home in next 2 weeks February 2017 $96.83 $ % -0.86% January 2018 $93.95 $ % -1.4 February 2018 $94.12 $ % -0.81% % change (Jan. - Feb.) 0.17% 1.71% Expenditures on food eaten at home increased 0.17% from January to February and expenditures on food purchased away from home increased 1.71%. Consumers expect an increase in chicken, beef, and pork prices compared to one month ago. Consumers plan to buy more chicken, beef, and pork compared to last month. Plans to eat out decreased compared to last month.

2 Consumer Expectations Feb-17 Jan-18 Feb-18 FooDS Page (Differenec in Agree and Disagree) I plan to buy more chicken I plan to buy more beef I plan to buy more pork I plan to eat out more I expect higher beef prices I expect higher chicken prices I expect higher pork prices AWARENESS & CONCERN TRACKING Salmonella, E. coli, and GMOs were the most visible issues in the news over the past two weeks. Awareness for all items decreased relative to last month. The largest percent decrease in awareness from January to December was for E. coli followed by cancer and meat consumption. Salmonella, E. coli, and farm animal welfare ranked as the top three food safety concerns in February. Concern for all items decreased relative to last month, except for GMOs and beta-agonists. The largest percent decrease in concern from January to February was for E. coli followed by Salmonella Awareness of Food Issues 3 Last Year: February 2017 Last Month: January 2018 Feb-18 % Change (January February 2018) % % (Ranking: 1 = Nothing; 5 = A Great Deal) % -6% -8% % Change %

3 Concern for Food Issues FooDS Page 3 Last Year: February 2017 Last Month: January 2018 Feb-18 % Change (January February 2018) 4 1% (Ranking: 1 = Very Unconcerned; 5 = Very Concerned) % % -2% -3% -4% % Change -5% % GENERAL FOOD VALUES Taste, safety, and price remained consumers most important values when purchasing food this month. Consumers food values remained similar to those in past months. Similar to last month, consumers reported that their main challenge was finding affordable foods that fit within their budget. Finding affordable foods that fit with-in my budget was the challenge experiencing the largest percent increase, while losing weight was the challenge experiencing the largest percent decrease. In February, about 7% of participants reported having food poisoning, a 23.6% increase from last month. About 6.7% of respondents reported being vegetarian or vegan. Consumer Challenges Consumer Values January February % Change January February % % 0.6 2% (Ranking: 1 = Least; 7 = Most) % % Change % % Finding affordable foods that fit with-in my budget Avoiding certain nutrients or ingredients Finding convenient alternatives Avoiding pesticides, added hormones and antibiotics Losing weight Finding time to cook at home Finding foods my children will eat -8% -0.8

4 AD HOC QUESTIONS Several new ad hoc questions were added to the survey this month relating to gardening and people s participation in growing their own food. FooDS Page 4 First we asked: Do you or anyone in your household currently maintain a garden where you grow vegetables, herbs, or fruit? About 4 of participants stated yes they do maintain a garden. Those who responded yes were asked several questions relating to their gardens. Participants were asked: How large is your garden? About 51% of participants stated their garden was less than 150 square feet (less than the area of a standard parking space for a car). About 5% of participants stated their garden was more than 1,000 square feet (more than seven parking spaces). How large is your garden? Response from 4 of participants who maintain a garden where they grow vegetables, herbs, or fruit % % % 5.5% Less than 150 square feet (less than the Between 150 and 500 square feet (one to Between 500 and 1,000 square feet (three More than 1,000 square feet (more than area of a standard parking space for a car) three parking spaces) to seven parking spaces) seven parking spaces)

5 15.5% 15.1% % AD HOC QUESTIONS FooDS Page 5 Participants were asked: Please select all plants that you raise in your garden. Participants were given a list of 19 items to choose from. Almost 9 of participants who garden stated they grow tomatoes. About 58% of those who garden grow peppers. About 46% of those who garden grown herbs. 15% of participants stated they grow non-edible plants raised for ornamentals. About 8% of participants stated they grow other plants not provided on this list. Please select all plants that you raise in your garden. Response from 4 of participants who maintain a garden where they grow vegetables, herbs, or fruit % % 50.4% 46.3% 36.5% % 25.8% 25.5% 22.6% % % 7.9%

6 AD HOC QUESTIONS FooDS Page 6 Participants were asked: Which of the following best describes your attitudes toward using pesticides? Approximately 56% of participants who garden stated I never use any pesticides. About 37% of participants of garden stated I will occasionally use pesticides sold in gardening stores. About 4% of those who garden stated I use pesticides sold in gardening stores on a frequent basis. Which of the following best describes your attitudes toward using pesticides? Response from 4 of participants who maintain a garden where they grow vegetables, herbs, or fruit % % % 3.7% I never use any pesticides I will occasionally use pesticides sold in gardening stores I use pesticides sold in gardening stores on a frequent basis I have a pesticide application license and use a variety of pesticides, some not sold in gardening stores

7 AD HOC QUESTIONS Lastly, all participants were asked: Which do you prefer? FooDS Page 7 Over half of all participants stated they would prefer a produce that looks perfect but was grown using traditional agricultural practices. About 47% of participants stated they would prefer produce with some slight, cosmetic blemishes but was grown using organic practices. Which do you prefer? 54% 53.2% 52% 5 48% 46.8% 46% 44% 42% Produce that looks perfect but was grown using traditional agricultural practices Produce with some slight, cosmetic blemishes but was grown using organic practices