Dream on people

One of the more interesting sessions at yesterday's Consumer Federation of America food price conference was the presentation by Kathy Means of the Produce Marketing Association. Means revealed details of a consumer survey sponsored by the association that was conducted in May. I'll have coverage in The Packer about the results, but one particularly interesting result of the survey had to do with the "grow your own" movement.

The PMA survey asked who consumers would react if prices of produce would increase by various increments. Relating to the idea of "grow your own," 8% of consumers said they would plant a garden if produce prices increased by 10 cents or less per pound. If that seems high to begin with, but just wait until what you hear consumers say about their green thumbs if prices would increase by $1 per pound; a full 21% of consumers say they will "grow their own" produce if prices increase by that amount.

Are you kidding me, people? There is no way that 21% of people will "grow their own" if produce prices increase by $1 per pound. Okay, there are some capable backyard gardeners who can pull off tomatoes and cukes. But one in five stretches credulity.

I'm not faulting the survey, I'm saying that sometimes consumers just say things that have no basis in fact. Forget about "growing your own" fresh produce; just put down the Oreos and chocolate covered donuts.