Ag experts: Meeting the food demands of consumers today, tomorrow no easy task
March 8, 2014
Hickenlooper Praises Hanavan
During his speech Thursday, Colorado Gov. John Hickenlooper praised Colorado Wheat Growers Association Executive Director Darrell Hanavan for his work in bringing to Denver the new headquarters of Ardent Mills — which will be the biggest flour miller in the U.S.
The new company is created out of a merger between Horizon Milling — jointly owned by privately-held Cargill and the agricultural cooperative CHS — and ConAgra.
Hickenlooper explained in his speech that just weeks before Ardent Mills was expected announce the location of its new headquarters, Denver wasn’t even a top-three choice.
Hanavan, according to Hickenlooper, urged the governor at the time to approach Ardent Mills, and stress to them why Denver would be an ideal location for the new headquarters.
Ardent Mills agreed to meet with Hickenlooper, Hanavan and others, and eventually decided this summer on Denver as the place to be — a decision that will have a large and positive impact on Colorado’s agriculture industry, the governor stressed Thursday.
“He really deserves a lot of recognition,” Hickenlooper said of Hanavan.
Farmers Announce New Colorado Fruit And Vegetable Growers Association
Colorado fruit and vegetable growers can now speak with one voice on the complex issues they face, from evolving consumer preferences and food safety concerns to labor and water issues.
A new professional group — the Colorado Fruit and Vegetable Growers Association — was officially launch during a workshop at the Governor’s Forum on Colorado Agriculture.
In addition to providing unification on issues for Colorado growers of all fruits and vegetables, the new group will also provide an information portal for both conventional and organic commercial growers throughout the state.
The board is supported by Colorado State University Extension staff and a grant from the Colorado Department of Agriculture.
Four key growing regions of Colorado — the Arkansas Valley, northern Colorado, the San Luis Valley and the Tri-River Area of western Colorado — are currently represented on the board of directors. Members are being recruited from southwest Colorado as well.
The board president for the new Colorado Fruit and Vegetable Growers Association is Robert Sakata, a vegetable grower based in Brighton.
For more information, contact him at (303) 947-3097, or by email at email@example.com.
The state’s agriculture industry convened Thursday in Denver to discuss ways of better connecting with consumers now and into the future — when food buyers will be far different than they were just a few years ago.
It’ll be no easy task, they were basically told.
Many left the Governor’s Forum on Colorado Agriculture with more questions than answers.
As was noted by industry experts who spoke, many of today’s consumers put value on food that’s “local,” or “organic,” or “naturally raised,” or “anti-biotic free,” or “cage-free,” although many food buyers admit confusion regarding the details of those labels — and also reveal they’re only willing to pay so much more for it.
“They want it all, and they want it at a fair price,” said Dawn Thilmany, a Colorado State University professor and economist, who shared results from a state survey on food consumers.
Bottom line, Thilmany and others noted: “There is no typical consumer anymore.”
Added Alan Reed with Dairy Management Inc., who shared results from a different, nationwide consumer survey, “the era of mass marketing is over. Everybody wants the product they want … and delivered by a company ‘that totally gets me.’”
Those talks were part of the annual, all-day ag forum this year, titled “Farm To Table,” which brought together state ag officials, experts and farmers and ranchers, and featured a brief speech from Colorado Gov. John Hickenlooper.
Among the other facts and figures shared by Reed, Thilmany and others:
• The U.S. population that’s 55 and older will grow by 45 percent by 2020, while the number of people in the 18 and younger will decrease by about 8 percent in that time.
• By 2020, 75 percent of the population is expected to be overweight.
• The obesity rate will double, 20 percent of the population is expected to have arthritis, 40 percent will have heart disease and 50 percent will have diabetes.
“And all of this will impact how we market our products,” he said.
Also, men are expected to be the primary grocery shopper of the household by 2020. Right now, just 31 percent of men are the primary grocery shopper in the household, Reed noted.
Reed also spoke of the “loss of the middle.” People today, and likely into the future, either want gourmet food or something really cheap, he said.
“There are a lot of ag products that go into Kraft Mac And Cheese … but no one’s really eating things like that any more,” he noted.
Dieting has changed, he added.
Everyone’s overstressed — “but not everyone wants 5-hour Energy. They want something else,” he said.
People are having less kids, and parents want to be friends with their kids — and as a result, are changing how they feed them.
People snack more now. Reed’s survey results showed only 17 percent of people don’t snack, and some snack as many as five times per day.
People don’t trust products — they trust brands, he added.
Technology, too, is changing.
Average appliances soon will include refrigerators that keep track of inventory and make grocery lists. In South Korea, smart phones scan food billboards at train stations that automatically charge consumers for wanted items, and then have that food delivered to their homes by the time they get home.
“We must do a better job understanding the needs out there and how they’re changing,” he said. “It’s going to take a multi-faceted, personalized approach. We have to immerse ourselves into the consumer experience.”
“But there’s always room for new products,” Reed added. ❖