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2	"Organic market segment fastest growing..." Organic market segment fastest growing 15 to 21% / year, rest ~ 3% Tiny > 3% market, EU ~ 35% market Demand exceeding supply, imports by $200 million
3	"Organic food sales in U.S" Organic food sales in U.S. grew to $16.7 billion in 2006 Growth rate was 21% Total food sales ~ $600 billion
4	"Organic fruits and vegetables $..." Organic fruits and vegetables $6.7 billion, 39% total Growth rate was 24% in 2006 Projected to reach $8 billion when 2007 figures reported
5	"USDA Certification regulations 2002" USDA Certification regulations 2002 Grown without synthetic pesticides or fertilizers, 36 mo wash out period. Animals - outside Grown according to Organic Plan Audited by 3^rd party
6	"Developed 10 questions" Developed 10 questions, 4 demographics English and Spanish 3 student interviewers Table, University Banner, clip boards, souvenir cups Offered to read as needed
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8	"> 300 respondents" > 300 respondents Most, > 60% had graduated from college, 10% professional or PhD Compared to10% of AR population at large graduated from college
9	"In addition to the volume..." In addition to the volume of sales, Fayetteville had the highest % PhD’s and professional degrees Eureka Springs the greatest % BS grads Springdale had greatest % High School or GED’s
10	"Older 41" Older 41% > 56 years. Older >89% were white, Hispanic 3+% Asian 3-% 63% female 60% BS degree or higher.
11	"77" 77% said at least once or 2x per month 39% said they been buying it for 7 years or more 77% buy organic fruits and vegetables. Poultry – 3% 42% said they are buying organic at Farmers Markets. 20% re health food store
12	"80" 80% said they would buy more organic if priced similar to conventional 70% said “organic” is different than “natural” 72% said organic foods were “more safe” than conventional. 23% said “as safe”.
13	"Free from chemicals 36.4" Free from chemicals 36.4% Better Nutritional Quality 16.1% Better Taste 12.8% Environmentally friendly 10.1% Other 3.3% Fewer Harmful Bacteria 2.0%
14	"A" A) Pesticides 45% B) Negative Environmental Impact 9.8% C) Genetic Modification (GMOs) 9.2% Circled all answers 7.8% D) Nutritional Value 7.5% E) Harmful Bacteria 6.2% F) Other 3.6%
15	"Support Local Farmers 42" Support Local Farmers 42% Fresher Produce 24% Better Quality than Retail Stores 9.8% Farmers Market Foods are Safer 4.2% Support Fair Trade 1.3% Other 1.3%
16	"Customers at NWA farmers markets..." Customers at NWA farmers markets are well educated, females with money More than ¾ of these customers are frequent organic food buyers The organic food they purchase (prefer) most is fresh fruits and vegetables Less than ½ of those customers are purchasing a majority of their organics at farmers markets The market for ORGANIC is there but is it worth it?
17	"Creative Genius" Creative Genius Artisan re beef in NE Grass- fed Natural What do customers want? (hot topics) Know the farmer – trust, keep money local, Anti – (Big ) Business Care of Environment NO to pesticides, synthetic fertilizers, hormones, antibiotics, YES to animal welfare, outdoors, fresh, natural
18	"Artisan – a person manually..." Artisan – a person manually skilled in making a particular product. Artisan farming is farming in harmony with livestock, land and nature.
19	"Texas longhorn – tell the..." Texas longhorn – tell the grass fed story, the way nature intended Many grass-fed Comments re no hormones, antibiotics All Natural
20	"Marketing – younger shoppers (..." Marketing – younger shoppers (Xers) – product must have a story – romanitize it. Don’t have to agree. Just give them what they want and don’t argue. You don’t have to grow – get someone else do it.
21	"May 13- 14" May 13- 14. Mt Sequoyah Conference and Retreat Center May 15-16. Winrock Rockefeller Institute, Morrillton Will cover organic horticultural production. Contact; Heather Friedrich; 479/575-2798 heatherf@uark.edu
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