Studies in Australia and overseas have found that consumers say they care about environmental issues and are willing to pay more for sustainably grown produce. This bodes well for vegetable growers using fewer chemicals as a result of integrated pest management on farms, and raises the possibility of badging such produce with an eco label.

This project investigated the attitudes of grocery buyers to farming and the environment, including understandings of integrated pest management and attitudes to insects found with fresh produce.

The team ran focus groups and an online survey of more than 1000 people.

Key findings included…

• Many consumers had never thought about where vegetables come from, how they are grown, or what a vegetable farms are like
• More than 40 per cent of respondents said they were willing to pay more for products certified environmentally sustainable
• People willing to pay more for an eco-labelled product were those who liked vegetables and ate plenty of them, those who said they purchase free range eggs, had higher incomes and an interest in gardening
• Consumers don’t tend to understand organic production well, even those who purchase organic food
• Consumers reported good tolerance of low numbers of small bugs on loose vegetables, though tolerance is reduced with:

o      Produce from supermarkets

o      Produce in sealed packages

o      Produce already washed or processed

o      Soft-bodied insects like caterpillars or snails

o      No exposure to vegetable production, farming or home vegetable gardening

• When the use of beneficial insects to control pests was explained to people in focus groups, tolerance for the presence of insects was greater.

This project has been funded by Hort Innovation, using the research and development levies listed below and contributions from the Australian Government. Hort Innovation is the grower-owned, not-for-profit research and development corporation for Australian horticulture.

• Vegetable Fund