The study, conducted by Roper Starch Worldwide in July and August 1999, is one of the most comprehensive farmer - consumer studies ever undertaken. Specifically, the research asked 1,002 consumers to share their views of modern farming practices and to assess the job farmers are doing in meeting the food demands of the public. The survey also asked 704 of the nation's farmers and ranchers to assess their own performances - as well as assess consumers' perspectives about agricultural practices. The survey indicates that both consumers and farmers are open to biotechnology, particularly when they see its direct benefits.
Consumers are willing to use whatever means are available to achieve desired outcomes.
It's the same trend we're seeing with alternative medicine. Farmers overestimate negative perceptions, while consumers remain uncertain The research shows that farmers overestimate the level to which consumers have heard drawbacks about several key agricultural production practices, including biotechnology, the use of hormones in milk production, irradiation, and antibiotics used to treat animal diseases. The survey also indicates, consumers haven't heard or don't know much about many farming practices. Consumers want to make informed choices, and if the agriculture industry is not putting out the information, someone else will, and the information they share may not always be accurate or in the best interest of agriculture. It's clear that the agricultural industry has not done a good job educating consumers about the benefits of pesticide use.