Impact of *Real Food labeling on student choice behaviors and attitudes Introduction The Real Food Challenge is a growing national movement, that includes 42 colleges and universities; yet labeling of local, humane, fair, and ecologically sound food has not been developed and tested. Eighty percent of students surveyed at the U of U report that labeling will impact their food choices (Schott & Cachelin, in press). At San José State University, Freedman and Connors (2011) tested shelf display labels and in-store promotion of specific conventional food products. Sales reports and analyses demonstrated an overall increase in purchasing of labeled food items. The purpose of this study is to determine if labeling Real Food on a college campus impacts student food choices and if labeling changes student attitudes about the importance of local, humane, fair, and ecologically sound foods. Methods Qualifying Real Food products have been identified and catalogued (see Figure 1) at select on-campus dining locations where labeling Real Food will be implemented: inside the J. Willard Marriott Library, the S. J. Quinney College of Law building, and in the Peterson Heritage Center Dining Room (PHC) – the dining center for on-campus housing at the University of Utah.   U of U Dining Services serves over 2,200 student meal plans and another 8,000 students, staff, and faculty each day. To sample this diverse population, pre- and post-labeling surveys and focus groups will be conducted during lunch hours in classrooms nearby dining locations and with diners in the PHC. This sample will be comprised of varied disciplines: Fine Art, Film, Computer Science, and the College of Social and Behavioral Sciences. Jennifer Nielsen Psychology and Health Promotion University of Utah Adrienne Cachelin, Ph.D. Environmental and Sustainability Studies Figure 2 – Real food promotional poster *Real Food Real Food is locally, humanely, fairly, and/or ecologically sound food that is produced and consumed within a values-based food economy (Real Food Challenge, 2016). University of Utah’s President Pershing signed a commitment to provide 20 percent Real Food by the year 2020. The Real Food Challenge Utah student group examines food sources and professional certifications outlined in the Real Food Guide to calculate that the U of U currently serves 12 percent Real Food (see Table 1). Local food originates with locally-owned and operated businesses, which supports local communities and economies. Hypothesis This study will provide insight into student behaviors and attitudes about Real Food. Hypotheses: 1. Labels representing Real Food (see Figure 2) will impact student food choices. 2. Student attitudes become more positive towards Real Food factors. Humane food protects the natural welfare of animals and does not use hormones or non-therapeutic antibiotics. Table 1 – University of Utah real food calculated 2015 Figure 1 – Real food purchase by category and type Fair food defends safe work conditions, fair compensation, and other equitable, workers’ rights. Ecologically Sound food sustains natural water, air, and soil resources, conserving wildlife and biodiversity while minimizing environmental degradation. References Real Food Challenge. (2016). What is real food? Retrieved from http://www.realfoodchallenge.org/about/realfood Schott, W., and Cachelin, A. (in press). Promotion vs. education in choosing “Real Food.” Consilience The Journal of Sustainable Development. Freedman, M. R., Connors, R. (2011). Point-of-purchase nutrition information influences food-purchasing behaviors of college students: a pilot study. Journal of the American Dietetic Association, 111, S42-S46. Food products that qualify in one or more sustainable factors are Real Food A. Food products that qualifies in one factor are Real Food B. Jennifer Nielsen University of Utah Psychology and Health Promotion Jennifer.N.Nielsen@utah.edu Study conducted with funding from a U of U Undergraduate Research and Creative Opportunity Grant and the Sustainable Campus Initiative Fund. Graphic support from the U of U Sustainability Office.