Consumer Trends

“Grown in the USA” a good selling point

When 1,013 Americans were asked by The Shelton Group, an advertising and researching firm, “Which is the best description to read on a food label?” 25% said “100 percent natural” and another 24% selected “USDA Certified Organic” or “100% organic.” Encouragingly, 17%, the next greatest voting category, selected “Grown in the USA.”

Suzanne Shelton, president of The Shelton Group, commented, “the popularity of ‘Grown in the USA’ reflects three important trends. First, Americans are increasingly worried about food contamination and they’re concerned about water treatment and crop fertilization in other countries. Secondly, there is a growing support for family farms and local sourcing … and finally, people are concerned about the economy and job losses, so buying ‘Grown in the USA’ is a way to help fellow Americans. Red, white and blue is the new green.” she concluded.

Here are some other findings from the survey:

  • Almost 7 in 10 American consumers say they’re searching for sustainable products
  • Green products, those that are more energy-efficient, natural or sustainable, have increased almost as much as 10 percent in the past two years
  • Over 60% of Americans regularly recycle aluminum cans, plastic bottles and newspaper
  • 43% of those in the study said “made with recycled content” was the best description to read on a package of disposable plates or cups
  • 71% of Americans say green products always or usually cost more, yet 23% say they consistently buy green across multiple categories


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