Local Food Action Plan Columbus City and Franklin y, Ohio Consumer Survey Summary Overview An online survey was developed by the Local Food Action Plan Team, consisting of Columbus Public Health, Local Matters, and Franklin y Planning and Development as part of efforts to describe the current conditions of our local food system. Awareness of the online survey was accomplished via multiple methods. Fliers were supplied for public posting to all Columbus Public Library Branches and all Columbus Recreation and Parks Department recreation centers. A link was also provided on the Columbus Public Health (CPH) website and was shared via announcement to CPH employees and via Facebook by CPH, Get Active Columbus and Local Matters. In addition, 4,004 postcards were mailed to Franklin y residents requesting participation. 530 surveys were received over an approximately 3 week period in April May 2015. Less than 10% of survey respondents indicated they learned about the survey through the postcard methodology, which indicates the majority of respondents were the result of a convenience sample. (Therefore, it cannot be stated that the results are representative of Franklin y.) The majority of survey respondents were female (81%), white/caucasian (83%) and indicated that English was the primary language spoken in the home (99%). Though surveys were received from respondents from a variety of birth countries including Australia, Belize, Germany, and the Philippines, the majority (96%) indicated they were from the United States. (Less than 1% indicated they were from an African country) Surveys were received from respondents living in over 50 zip codes. Zip codes with the highest percentages of respondents were 43214, 43202, 43209 and 43201. However, it should be noted that these zip codes represented only 11% respondents or less. Figure 1: Respondent Zip Codes 1
Almost 65% of respondents indicated they buy most of their food at a supermarket like Kroger s. Of those buying most of their food at a supermarket, 19% would rate the quality of their food as excellent. 14% of respondents indicated that they purchased most of their food at premium stores like Whole Foods. Of those buying most of their food at a premium store, 61% rate the quality of the food as excellent. Key finding: Respondents who buy most of their food at premium stores, like Whole Foods, rate the quality of their food higher than those who buy most of their food at a supermarket, like Kroger s. Though the highest percentage of both white and African American respondents reported that they bought most of their food at a supermarket, the second highest percentage differed. - After supermarket, white respondents were more likely to get most of their food at a premium store while African American respondents were more likely to get most of their food at a large retail store. Over 75% of respondents indicated that nutritional value was very important when making decisions about what food to buy. Respondents also felt quality was very important (67%) when making decisions about what food to buy. More women than men thought nutritional value was very important. A larger percentage of African Americans (82%) thought price was very important when compared to white respondents (54%). Almost all respondents (91%) report they drive their own car to the location where they buy most of their food. And over three quarters travel between 0 and 15 minutes to get to the location. Most pay either using cash (including debit cards) or a credit card. Half of all respondents feel their neighborhood has enough options for purchasing food. Almost a quarter of respondents feel the biggest need in their neighborhood is a farmer s market. 12% of African American respondents (12%) felt the highest need in their neighborhood was a supermarket when compared to 5% of white respondents. 10% of respondents indicated in the past 12 months there was a time when they were hungry but couldn t eat because there wasn t enough money. Of those respondents, 21% indicated this had happened almost every month. Over 20% of women who reported there was a time in the past 12 months when they were hungry but couldn t eat due to money, reported that this occurred almost every month. Three-fourths of the men, who reported there was a time in the Key finding: 40% of white respondents felt there were enough options for purchasing food in their neighborhoods when compared to only 15% of African American respondents. Key finding: Though the percentage of men and women who reported being food insecure* in the past 12 months was the same, women indicated that it happened more frequently than men. 2
past 12 months when they were hungry but couldn t eat due to money, reported that this occurred only 1 or 2 months. Over half of respondents indicate they grow their own food. Of those who do not grow their own food, 52% are interested in growing their own food. Only one third of respondents compost food scraps. Of those who do not compost, 48% are interested in composting. More white respondents (58%) grow their own food compared to African American respondents (25%). Local Food Over 80% of respondents buy food that is grown or raised locally. 13% reported they don t know if the food they buy is grown or raised locally. Almost 6% do not buy food that is grown or raised locally. Slightly more women than men buy food that is locally grown or raised. Key finding: More white respondents (85%) buy food that is grown or raised locally. (African American respondents = 66%) The main reason respondents do not buy locally grown or raised food is due to limited availability and not knowing where to buy locally grown or raised food. Though, over half reported that they would be very interested in buying locally grown fruits and vegetables (53%). More women (22%) than men (8%) indicated that cost was the main reason they would not buy locally grown or raised food. Of those who buy food that is grown or raised locally: Over 70% spend on average less than half of their monthly food budget on locally grown or raised food. 54% are willing to pay more when buying locally grown fruits and vegetables. Of those willing to pay more, 49% are willing to pay between 6 and 10% more. - White respondents (59%) are more willing to pay more for locally grown fruits and vegetables than African American respondents (22%). 51% are willing to pay more when buying locally raised meats. Of those willing to pay more, 46% are willing to pay between 6 and 10% more. - White respondents (56%) are more willing to pay more for locally raised meats than African American respondents (25%). 54% are willing to pay more when buying locally grown or raised dairy and eggs. Of those willing to pay more, 47% are willing to pay between 6 and 10% more. - White respondents (60%) are more willing to pay more for locally grown or raised dairy and eggs than African American respondents (20%). Half of respondents buy most of their locally grown or raised food at farmer s markets. 3
- More African American respondents (48%) buy their locally grown or raised food at the supermarket. 46% would prefer to be able to buy locally grown or raised foods at the supermarket, like Kroger s. 42% buy locally grown or raised food in order to support the local economy. - More African American respondents (33%) buy local for nutritional value when compared to white respondents (15%). Of those who buy food that is produced or made locally: 81% of respondents buy food that is produced or made locally. Most (81%) spend, on average, less than half of their monthly food budget on locally produced or made foods. One third of respondents buy most of their locally produced or made food at the farmer s market. The main reason respondents do not buy locally produced or made food is due to not knowing where to buy locally grown or raised food (35%). They also list availability (16%) and cost (16%) as reasons for not buying locally. *Food insecure = a time when you were hungry but couldn t eat due to lack of money Notes: Differences noted were not tested for statistically significance. Respondents were allowed to select all race/ethnicities. Therefore, white and African American percentages may include additional races/ethnicities. White and Black/African American only were selected for comparison due to the small number of other race/ethnicities. All other race/ethnicities combined were less than 9%. 4
Local Food Action Plan Columbus City and Franklin y, OhioConsumer Survey 1. Did you learn about this survey through a postcard received at your home mailing address? Yes No 8.9% 47 90.4% 479 0.8% 4 530 0 2. Where do you buy most of your food? Supermarket (for example: Kroger, Giant Eagle) 64.7% 343 Large Retail Store (for example: Target, WAL-MART, 6.2% 33 Small Grocery Store (for example: ALDI, IGA) 6.6% 35 Convenience store, carryout or Corner Store (e.g., gas 0.2% 1 Partial Market (for example: Walgreens, Dollar store) 0.2% 1 Premium Store (for example: Whole Foods, Lucky s) 14.3% 76 International Stores (for example: Asian Food Markets) 0.2% 1 Farmers' Market 1.5% 8 Direct from Farmer 0.4% 2 5.7% 30 530 0 3. How would you rate the quality of food sold in the store where you buy most of your food? Excellent Good Fair Poor I don t know 27.4% 145 60.4% 320 10.9% 58 0.9% 5 0.4% 2 530 0 4. Please rate how important the following items are in your decisions about what food to buy. Nutritional Value (e.g., healthier) Appearance Price (how much it costs) Taste compared to similar products Quality (based on what I know or the brand) Locally Grown Organically grown Grown without pesticides Not at all Important Important Very Important Don t Know 1 116 407 1 525 41 252 232 2 527 11 209 306 1 527 7 203 309 5 524 6 165 352 4 527 86 232 194 13 525 148 209 148 15 520 91 214 205 16 526 530 0 5
5. How do you get to the location where you buy most of your food? (choose all that apply) My own car Get a ride with friend or family member Walk Bike Bus (COTA) with no transfers Bus (COTA) with one or more transfers Senior Bus or COTA on Demand Car2Go Taxi/Uber 91.3% 484 6.6% 35 14.2% 75 6.6% 35 3.4% 18 0.6% 3 0.4% 2 1.3% 7 0.9% 5 1.1% 6 530 0 6. On average, how long does it take you to get where you buy most of your food? 0-15 minutes 16-30 minutes 31 to 45 minutes More than 45 minutes 78.3% 415 15.7% 83 4.0% 21 2.1% 11 530 0 7. Which of the following ways do you pay for your food (excluding food from restaurants)? (Select all that apply) Credit card Cash (including Debit card) SNAP benefits (Food Stamps) Women, Infants, Children (WIC) 54.7% 290 71.9% 381 3.6% 19 0.8% 4 0.8% 4 530 0 8. In the last 12 months, were you ever hungry but didn t eat because there wasn t enough money for food? Yes No 9.4% 50 90.2% 478 0.4% 2 530 0 9. In the past 12 months, how often were you ever hungry but didn't eat because there wasn't enough money for food? Almost Every Month Some Months but not Every Month Only 1 or 2 Months Don't know 21.3% 10 36.2% 17 38.3% 18 4.3% 2 47 483 6
10. Which of the following do you feel is the biggest need in your neighborhood? Supermarket (for example: Kroger, Giant Eagle) 6.0% 31 Large Retail Store (for example: Target, WAL-MART, 2.9% 15 Small Grocery Store (for example: ALDI, IGA) 8.1% 42 Convenience store, carryout or Corner Store (e.g., gas 0.0% 0 Partial Market (for example: Walgreens, Dollar store) 0.6% 3 Premium Store (for example: Whole Foods, Lucky s) 11.6% 60 International Stores (for example: Asian Food Markets) 1.9% 10 Farmers' Market 23.6% 122 Food Support Services (for example: food pantry, free 5.4% 28 My neighborhood has enough options for purchasing 35.7% 185 4.2% 22 518 12 11. Do you grow any of your own food? Yes No 54.2% 281 45.8% 237 518 12 12. Are you interested in growing your own food? Yes No 52.3% 123 33.2% 78 14.5% 34 235 295 13. Do you compost food scraps? (Compost: biological process of breaking up of organic waste such as food waste, leaves, grass trimmings, paper, coffee grounds, Yes No 32.1% 166 67.9% 351 517 13 14. Are you interested in composting? (Compost: biological process of breaking up of organic waste such as food waste, leaves, grass trimmings, paper, coffee grounds, Yes No 48.0% 168 33.1% 116 18.9% 66 350 180 7
15. Using the definition above, do you buy any food that is grown or raised locally (in Franklin or the surrounding counties)? Yes No 81.6% 420 5.8% 30 12.6% 65 515 15 16. On average, how much of your monthly food budget is spent on locally grown or raised foods? All Over Half Half Less than Half None 0.2% 1 6.7% 28 10.5% 44 73.1% 307 0.7% 3 8.8% 37 420 110 17. When you purchase locally grown or raised FRUITS and VEGETABLES are you willing to pay more, the same, or less for those products compared to fruits and More The same Less 54.0% 227 43.3% 182 1.9% 8 0.7% 3 420 110 18. How much more are you willing to pay... 1-5% 6-10% 11-20% 20% or more 22.7% 51 49.3% 111 18.2% 41 9.8% 22 225 305 19. When you purchase locally grown or raised MEATS are you willing to pay more, the same, or less for those products compared to meats that were not locally raised? More The same Less I don't buy meat. 51.3% 214 31.4% 131 1.2% 5 13.9% 58 2.2% 9 417 113 8
20. How much more are you willing to pay... 1-5% 6-10% 11-20% 20% or more 20.9% 44 45.5% 96 19.9% 42 13.7% 29 211 319 21. When you purchase locally grown or raised DAIRY (milk, yogurt, cheese) or EGGS are you willing to pay more, the same, or less for those products compared to similar More The same Less I don't buy dairy (milk, yogurt, cheese) or eggs. 54.3% 226 37.5% 156 1.4% 6 5.3% 22 1.4% 6 416 114 22. How much more are you willing to pay... 1-5% 6-10% 11-20% 20% or more 24.1% 54 46.9% 105 15.2% 34 13.8% 31 224 306 23. Where do you buy most of your locally grown or raised food? (select only one) Supermarket (for example: Kroger, Giant Eagle) 19.4% 80 Large Retail Store (for example: Target, WAL-MART, 1.5% 6 Small Grocery Store (for example: ALDI, IGA) 1.7% 7 Convenience store, carryout or Corner Store (e.g., gas 0.0% 0 Partial Market (for example: Walgreens, Dollar store) 0.0% 0 Premium Store (for example: Whole Foods, Lucky s) 14.3% 59 International Stores (for example: Asian Food Markets) 0.2% 1 Farmers' Market 49.9% 206 Direct from Farmer 7.3% 30 5.8% 24 413 117 9
24. What is the most important reason you buy locally grown or raised food? (select only one) Nutritional value (e.g., healthier) Tastes better Better for the environment Supports local economy Animal Welfare (free-range, humane condition) 16.7% 69 14.0% 58 16.5% 68 41.6% 172 3.9% 16 7.3% 30 413 117 25. What is the main reason you don't buy locally grown or raised foods? Cost Availability Distance where to buy locally grown or raised food 17.9% 17 20.0% 19 4.2% 4 32.6% 31 10.5% 10 14.7% 14 95 435 26. How interested are you in buying locally grown or raised... Fruits and Vegetables Meat Dairy Products (milk, yogurt, cheese) or eggs Nuts, Beans, Soy Rice or Grains Not Interested Interested Very Interested Don t know 3 39 50 3 95 17 41 31 6 95 9 41 37 5 92 31 28 29 4 92 30 29 26 8 93 2 95 435 27. Where would you prefer to be able to buy locally grown or raised foods? Supermarket (for example: Kroger, Giant Eagle) 45.8% 232 Large Retail Store (for example: Target, WAL-MART, 3.9% 20 Small Grocery Store (for example: ALDI, IGA) 8.7% 44 Convenience store, carryout or Corner Store (e.g., gas 0.8% 4 Partial Market (for example: Walgreens, Dollar store) 0.2% 1 Premium Store (for example: Whole Foods, Lucky s) 5.9% 30 International Stores (for example: Asian Food Markets) 0.6% 3 Farmers' Market 22.1% 112 Direct from Farmer 7.5% 38 4.5% 23 507 23 10
28. Using the definition above, do you buy any food that is produced or made locally (in Franklin or the surrounding counties)? Yes No 81.0% 405 19.0% 95 500 30 29. On average, how much of your monthly food budget is spent on locally produced or made foods? All Over Half Half Less than Half None 0.5% 2 2.0% 8 4.5% 18 80.5% 323 1.0% 4 11.5% 46 401 129 30. Where do you buy most of your locally produced or made food? (select only one) Supermarket (for example: Kroger, Giant Eagle) 23.2% 93 Large Retail Store (for example: Target, WAL-MART, 2.2% 9 Small Grocery Store (for example: ALDI, IGA) 3.2% 13 Convenience store, carryout or Corner Store (e.g., gas 0.2% 1 Partial Market (for example: Walgreens, Dollar store) 0.2% 1 Premium Store (for example: Whole Foods, Lucky s) 24.7% 99 International Stores (for example: Asian Food Markets) 0.2% 1 Farmers' Market 33.9% 136 Direct from Farmer 2.0% 8 10.0% 40 401 129 31. What is the most important reason you buy locally produced or made food? (select only one) Nutritional value (e.g., healthier) Tastes better Better for the environment Supports local economy 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0.0% 0 0 530 11
32. What is the main reason you don't buy locally produced or made foods? Cost 15.8% 15 Availability 15.8% 15 Distance 3.2% 3 where to buy locally produced or made food 34.7% 33 14.7% 14 15.8% 15 95 435 34. Which of the following most closely describes your gender? Female Male Transgender or Other Don't know 81.1% 398 18.3% 90 0.2% 1 0.4% 2 491 39 35. Please describe yourself (include all that apply)... Hispanic or Latino Descent White/Caucasian Black/African American Asian American Indian/Alaska Native Native Hawaiian/Other Pacific Islander 1.9% 9 83.3% 405 12.6% 61 2.3% 11 1.4% 7 0.2% 1 2.5% 12 486 44 37. Is English the primary language spoken in your home? Yes No 98.8% 483 1.2% 6 489 41 12
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of What was your country of birth? America 3 America 1 australia 1 Belize 1 Bolivia 1 Canada 4 Cleveland (yes, it is its own country;) 1 Cuyahoga 1 England 1 Ethiopia 1 Fairfield 1 Franklin 2 Germany 1 Hungary 1 Italy 1 Lebanon 1 ohio 1 Philippines 1 ross 1 Russia 1 Singapore 1 Somalia 1 Thailand 1 u.s. 9 U.S. 3 U.S.A. 2 United States 76 united States 11 United States of America 13 United States of America 1 Unuted States 1 US 57 USA 260 USA 16 ussr 1 Vanderburgh Indiana 1 (blank) Grand Total 480 16
Other responses to questions. Q2. Where do you buy most of your food? 17
Q23. Where do you buy most of your locally grown or raised food? 18
Q25. What is the main reason you don t buy locally grown or raised foods? 19
Q27. Where would you prefer to be able to buy locally grown or raised foods? Q 32. What is the main reason you don t buy locally produced or made foods? 20
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