California Agriculture

Information is lacking on what consumers want to know about food production, processing, transportation and retailing. Focus groups and a random-sample mail survey of consumers in the Central Coast region indicate that food safety and nutrition generate the most interest. However, ethical concerns such as the humane treatment of animals, the environmental impacts of food production and social justice for farmworkers also have strong support. The results suggest that voluntary food labels on these issues may be a promising way to meet consumer needs for more information.