CHOICES
A publication of AAEA
Danielle Ufer (uferdani@msu.edu) is a PhD candidate and David L. Ortega (dlortega@msu.edu; Twitter: @dlortega) is an associate professor in the Department of Agricultural, Food and Resource Economics at Michigan State University, East Lansing, MI (Twitter: @MSUAFRE).
Wen Lin (linwen2@zju.edu.cn; Twitter: @ZJU_China) is a researcher in the Department of Agricultural Economics and Management at Zhejiang University, Hangzhou, China.
Funding for this project was made possible by the U.S. Department of Agriculture's (USDA) Agricultural Marketing Service through grant AM180100XXXXG151. Its contents are solely the responsibility of the authors and do not necessarily represent the official views of the USDA.
The structure of American agriculture and the food industry is increasingly scrutinized by consumers. With farmers being the foundation of the industry, this begs the question, what does the average consumer think the farmer is worth? Using data from a nationally representative survey of 998 American consumers, this data visualization presents a picture of the consumer perspective on the farmer’s value in the overall food chain using the USDA ERS measure of the farmer’s share of the food dollar. Values are compared across different types of products and certifications and show consumers value farmers differently. This data visualization aims to cultivate a deeper understanding of the consumer’s view of the food supply chain and the relative importance of the role the farmer plays.
