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.

Wide world of produce - Sept. 2 headlines

Got a message from Gary Fleming about the time line for the Produce Industry Traceability Initiative..developing. Meanwhile, what's on the Web this morning related to produce?

Apple moth quarantine expands

Small farms chafe under big demands

USDA FAS: Mexico ag news

USDA FAS: India's almond imports

USDA FAS: US food safety Web site in China

USDA FAS: Canada Ag Biotech report

Outbreak ends, mystery remains

Landec Corp. conference call

Excess tomatoes

Keep children healthy with fruits, veggies

Wal-Mart rolls on

Recent salmonella outbreak shows benefits of irradiation

About gleaning

UK: more forecasts predict recession for next 18 months

Arizona called ground zero in immigration fight

NYT: End immigration incentives

Obesity society hails Republican platform

UK: Schools should lead obesity fight

UK: Aldi enjoys sales boom

Your wages are working harder

Growing produce to save cash

Wal-Mart delays Md. DCs

State food banks face staggering needs

Meijer, Marsh answer questions on local food

Hydroponics offers sustainability

Apple festival in NC

Ultimate anecdotal

Just how big is the "backyard garden" trend going to be this summer? We may never know, but news editors at newspapers across the country are assigning stories to their reporters that tend to confirm and reinforce the trend. I have my doubts how much volume backyard gardens will account for this year, though it is true we may be on the leading edge of a movement that sees more people attempt to garden. We see recurring stories on the Web about victory gardens, but most of these stories interview one or two backyard gardeners and don't really flesh out the extent of the purported increase in vegetable gardens. From The Berkshire Record in Massachusetts, this is a typical approach:

The price of gas is not the only rising cost that is altering Americans’ summer plans. The soaring cost of fruits and vegetables at supermarkets across the nation is prompting people to, quite literally, rely on the “fruits of their labor” for their fresh produce. New Marlborough resident Nory Loeung is one of those creating her own vegetable garden this year.

TK: More sophistication in backyard growing is noted by advocates of greenhouse gardening:

Greenhouse gardening is a terrific way to provide fresh fruits and vegetables for your family at a fraction of the cost of purchasing those same items from a commercial retailer, like Wal Mart. Growing your own fruits and vegetables in the greenhouse also allows you to grow organically and to control what, if any, pesticides are used in growing your family’s fruits and vegetables. Greenhouse gardening produces fruits and vegetables all year-round, providing fresh, balanced nutrition for the whole family.


TK: Another theme is that backyard gardens are increasing in response to food safety concerns. This news release from Penn State follows that thinking but issues a reminder:

The recent tomato contamination outbreak has many people thinking about growing their own garden-fresh fruits and vegetables. But a food-safety specialist in Penn State's College of Agricultural Sciences says it's not where the produce is grown, but how it's grown, so amateur cultivators should know a few important tips about home-garden food safety.

Since many of the bacteria and parasites that make people sick are transmitted through animal and human waste, it's important to protect the garden from wild animals and household pets, said Luke LaBorde, associate professor of food science. While people are sharing their harvest with them, they could be sharing potential illnesses via saliva and droppings.

"It's just common sense," LaBorde said. "We don’t want droppings to contact the produce, particularly if we're going to be eating it raw -- which we often are.

"Treat your garden like something you want to eat," he added. "You don’t want birds and animals snooping around your food. Deer are cute, and they'll be attracted to your lettuce and green peppers. But they'll leave something behind, so try to divert them to another area.

TK: Until we see statistics that put backyard gardening in a measurable context, I think the trend is being over-reported in relation to its importance. Few people can commit the time and energy to grow their own vegetable gardens, but the trend merits watching for commercial produce marketers.