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Ecolabel Value Assessment: Consumer and Food Business Perceptions of Local Foods

An ecolabel is a seal or a logo indicating that a product has met a certain set of environmental and/or social standards or attributes. Ecolabels offer one avenue to educate consumers about locally grown, sustainably-raised foods.

The Leopold Center for Sustainable Agriculture partnered in a pilot with the Iowa State University Business Analysis Laboratory to conduct consumer and food business market research related to ecolabels.

Project Goals
1. Gauge understanding and perceptions of consumers and food businesses regarding ecolabels and local foods, and
2. Assess ISU Business Analysis Laboratory’s role to assist in addressing challenges found in value chains where food production is rooted in the principles of sustainable agriculture.

Objectives for Goal One
– Analyze different opinions and perceptions of several ecolabel prototypes.
– Document the perceptions of buying local as viewed by consumers and businesses.
– Identify attitudes and perceptions of food labeling issues.
– Ascertain the perceptions of consumers and food businesses on how far fresh produce, meat, and poultry travels from farm to point of sale.
– Identify the additional monetary value businesses and consumers are willing to pay for locally grown foods.
– Based on the consumer Internet survey results, make recommendations on further development of the ecolabel prototypes.

Publication Name
Leopold Center for Sustainable Agriculture
Downloadable Documents
Rich Pirog
Ames, IA: Leopold Center for Sustainable Agriculture, Iowa State University
Page Numbers
Publication Date
January 01, 2004
Publication Type
Reports and Guides
Illinois, Indiana, Iowa, Kansas, Massachusetts, Minnesota, Missouri, Nebraska, Washington, Wisconsin
Direct Marketing, Farm Viability, Food Miles, Local / Regional Food Systems, Public Opinion Polls

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