Consumers' Food Safety Expectations and Risk Perceptions of Produce From Small and Medium-Sized Farms

Area of Science:

• Food Science
• Consumer Behavior
• Agricultural Policy

Background:

• Food safety concerns for fresh produce are rising due to outbreaks and recalls.
• Consumer understanding of food safety in small and medium-sized farm (SMF) operations is limited.
• This study addresses the gap in knowledge regarding consumer expectations and risk perceptions for SMF produce.

Purpose of the Study:

• To assess U.S. consumer expectations and risk perceptions of produce safety from SMFs.
• To explore consumer views on regulatory oversight for SMFs, specifically the Food Safety Modernization Act's Produce Safety Rule.
• To identify factors influencing consumer attitudes toward produce safety and responsibility in SMF operations.

Main Methods:

• Survey of 916 U.S. consumers on produce safety expectations and risk perceptions.
• Analysis of consumer views on the importance of food safety versus other produce attributes.
• Structured equation modeling to examine relationships between demographics, knowledge, expectations, and perceptions.

Main Results:

• 85% of consumers view food safety as a minimum quality standard, but often prioritize freshness, quality, and local origin.
• 63% of higher-income consumers opposed exempting SMFs from the Produce Safety Rule.
• Consumers perceive farmers as highly influential (75%) and primarily responsible (47%) for produce safety.

Conclusions:

• Consumers expect food safety as a baseline for fresh produce but their risk perception is influenced by quality, sourcing, and trust.
• There is a demand for consistent food safety standards across all farm sizes.
• Findings inform consumer attitudes and regulatory expectations for SMF produce safety.