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GOURMET NEWS APRIL 2018 www.gourmetnews.com NEWS & NOTES 8 The majority of Americans have never been on a real farm. Americans' lack of knowl- edge and understanding about agriculture is because most Americans are three or more generations removed from the farm. Having never experienced rural life, some are easily convinced that the stereotype of the "factory farm" is true. In reality, of the United States' 2.1 million farms, 99 percent are owned and operated by farm families. Making up only 2 percent of the Ameri- can population, these dedicated farming families shoulder a disproportionate load in supporting the United States economy, their local communities, and literally feed- ing the world. Farming contributes almost $137 billion to the U.S. gross domestic product, and one U.S. farm feeds an aver- age of 165 people each year. One hundred years ago, agriculture was labor intensive, taking place on many di- versified farms. In those days, more than half of the U.S. population lived in rural areas. Today, technological developments have allowed for specialization and in- creased productivity, while decreasing the amount of land, labor, and natural re- sources required. Today, less than a fourth of the U.S. population still lives in these rural areas. Agriculture has changed dras- tically over the last century, but family farmers remain a constant. "When I grew up, farming was all hand labor – no machinery," said Terry Harper, a Sanderson Farms Farmer in Adel, Georgia. "Thanks to research and advancement within the industry, it's now much easier to operate a farm, and we're able to provide our animals with a better environment to live and grow." Each year, consumers spend over $1 tril- lion on food grown by U.S. farmers and ranchers. When family farms thrive, so do the businesses in the surrounding commu- nities, due to the "local multiplier effect." This positive effect occurs when locally owned businesses spend the money they make in their own communities, boosting local economic activity and job creation. In fact, small businesses, such as family farms, have generated 64 percent of all new jobs since 1995. "As I've learned more about how the agriculture industry is connected, I've dis- covered how much of an impact my farm has on surrounding businesses, such as the hen farm behind ours," said Tim Elsey, a Farmer with Sanderson Farms in Collins, Mississippi. "Farming not only provides for my family, but supports my neighbors and their families." In some rural communities, agriculture is the primary driver of economic activity and supports the majority of the popula- tion in employment. One of the pillars of Sanderson Farms' business is a strong belief in the importance of giving back to the communities in which they operate. Farm- ers fit well into this model, as they are deeply rooted in the areas where they work and also serve as natural stewards of the land. That's why poultry producers, like Sanderson Farms, which partners with over 900 farmers across the Southeast, choose to form business relationships with family farmers to grow their chicken. "The farm isn't just for our family, it's beneficial to the community," said Chris Agapiou, a Sanderson Farms Farmer in Palestine, Texas. "Knowing we are produc- ing something that helps our neighbors makes us feel like we're making a difference in the world." Indeed, these farmers are not just mak- ing a difference, they are feeding the world. In 2017, family farms across the United States produced over 41 billion pounds of affordable chicken that not only fed Amer- icans, but was also exported to countries across the globe. Reasons for entering the occupation vary from farmer to farmer. Some are con- tinuing a tradition passed down for gener- ations, and others enter the profession with little prior knowledge and an eager- ness to learn. Most farmers agree, however, that while the job is difficult, it's worth it. Farming provides families with an oppor- tunity for financial self-sufficiency and the freedom that comes along with being self- employed. "There is an endless supply of rewards that comes along with farming," said Christie Harrison, a Sanderson Farms Farmer in Collins, Mississippi. "To be able to have my family with me every day and to partner with a family-oriented company, that's worth its weight in gold." GN Ag Industry Misconceptions Flourish, Family Farmers Remain Steadfast SmartFood Expo Continued from PAGE 1 "The launch of the new SmartFood Expo is incredibly exciting for Chicagoland. It's a great place to highlight the amazing in- novations and start-ups that are redefining the food marketplace nationally and glob- ally," said Alan Reed, Executive Director. "The Chicagoland Food & Beverage Net- work's partnership with United Fresh is a great step forward and an incredible oppor- tunity to collaboratively lead the industry toward healthier foods." Prior to the trade show, attendees and ex- hibitors will join their peers for the Smart- Food Conference on Monday, June 25. From consumer trends and market data to innovative merchandising strategies across the total store environment, these educa- tion sessions will help retail buyers and ex- ecutives expand their business growth in the better-for-you category. The SmartFood Expo & Conference is co- located with four other food and floral shows in McCormick Place, bringing to- gether more than 10,000 attendees in the fresh foods marketplace. Expo registration includes access to all five shows – Smart- Food Expo, United FreshMKT Expo, United FreshTEC Expo, Global Cold Chain Expo, and International Floriculture Expo. Visit www.smartfoodexpo.org to register. To en- sure the best value, register for the Smart- Food Conference Package, which includes a deep dive into consumer trends, emerging categories and business opportunities across the health and wellness food marketplace. For more information about exhibiting, partnering, or supporting the SmartFood Expo, contact SmartFood Expo Manager Nina Sader at 202.303.3401 or nina@smartfoodexpo.org. GN Transparency, Convenience, Wellness Among Megatrends Driving the Power of Meat at Retail The Food Marketing Institute (FMI) and the Foundation for Meat and Poultry Re- search and Education, the foundation for the North American Meat Institute, re- leased their 13th annual exploration into the meat planning, shopping and con- sumption habits of consumers. "The Power of Meat 2018" identifies mega- trends influencing meat purchases, in- cluding transparency, convenience, value, personalization, customer service, and health and wellness. Shoppers Desire Resources that Educate about Meat/Poultry "More than 50 percent of shoppers say they have limited knowledge of meat and poul- try, and the research demonstrates that shoppers who are more knowledgeable about meat tend to purchase an extensive variety of meats and cook with meat more often," said FMI Vice President of Fresh Foods Rick Stein. "The research makes me enthusiastic for the teaching opportunities the entire industry can embrace to forge better relationships with shoppers, offering resources for meat and poultry preparation methods." Shoppers Finding Nutrition Information; Seeking Transparency While preparation knowledge can be lacking, consumers are finding the health and nutrition information on meat and poultry choices that they seek as 79 per- cent of shoppers feel there is sufficient in- formation available to make educated decisions on the nu- trition and health- fulness of various meat and poultry cuts. This is up from 69 percent in 2016 — the last time the "Power of Meat" tracked this ques- tion. Nutrition is a key focus area for con- sumers, as seven in 10 shoppers are inter- ested in a variety of package sizes for portion control as well as dietary callouts/information on pack, led by pro- tein content, total fat and sodium. The re- search also shows that transparency is driving purchases as consumers seek prod- ucts with more information pertaining to corporate and social responsibility prac- tices among companies. "Meat and poultry companies have re- sponded to the demand for more informa- tion about their products, offering a range of op- tions including natural, or- ganic, hor- mone free and antibiotic free, which have proven popu- lar with con- sumers," said Meat Institute President and CEO Barry Carpenter. "The industry has also developed numerous re- sources to help educate consumers about how our products are made from our Glass Walls videos to Meat MythCrushers to the MyMeatUp app developed to help shoppers navigate the meat department." Shoppers Explore Convenience for the Meat/Poultry Purchase This year, one of the most notable trends in channel choice suggested shoppers are more comfortable with the idea of purchasing meat online – with the share of shoppers who have bought meat online at least once up from four percent in 2015 to 19 percent in 2018. Other considerations are the increased pull from conventional supermarkets by both the premier fresh and value grocers. Embodying the desire for convenience and opportunities in omnichannel and as- sortment, more shoppers are frequently purchasing value-added meat/poultry, in- creasing from nine percent in 2016 to 21 percent in 2018. The Power of Meat was conducted by 210 Analytics and is made possible by Sealed Air's Food Care Division. GN

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