The average American Family spends only about 10 percent of its disposable income on food, a smaller percentage than families in any other country. This plentiful, affordable food supply has undoubtedly contributed to our improved health and longevity. We are a well- fed nation. Even with these advances, Americans seek improvements. Over the last few decades, worldwide agribusiness has changed from a production-driven industry to one driven and ruled by the consumer.
Consumers are concerned about the relationship between their food and health.
They are concerned about pesticide residues that may be present on the food they eat. They are demanding that products be manufactured and packaged in a manner that minimizes negative impacts on the environment. While consumers wield a lot of power to influence agribusiness, they don't always understand food issues or even the basics of food production. Without experience living on a farm or working in the food industry, average consumers aren't completely aware of where their breakfast cereal comes from. Children who seek information from adults often are misinformed.