Review of 2004 OH Survey of Food, Agriculture and Environmental Issues Survey Presentation by Jeff S. Sharp & Bob Furbee OSU Extension Cabinet February 10, 2005

2004 Project Team Dept. of HCRD Dept. of HCRD Jeff S. Sharp, Bill Flinn, Mark Tucker, Molly Bean Smith, Linda Lobao, Holli Kendall, Bob Birkenholz Jeff S. Sharp, Bill Flinn, Mark Tucker, Molly Bean Smith, Linda Lobao, Holli Kendall, Bob Birkenholz Communication and Technology Communication and Technology Bob Furbee Bob Furbee Other Partners Other Partners Neal Hooker (AEDE), Pat Petzel (OFBF) Neal Hooker (AEDE), Pat Petzel (OFBF)

Project Background 2004 Survey is second biennial statewide survey of rural and urban Ohioans 2004 Survey is second biennial statewide survey of rural and urban Ohioans Funded collaboratively by OSU Extension, OARDC, College, HCRD, internal and external partners Funded collaboratively by OSU Extension, OARDC, College, HCRD, internal and external partners Responses from 1,827 Ohioans utilizing the tailored design method Responses from 1,827 Ohioans utilizing the tailored design method Response rate of 56% Response rate of 56% Respondents compare favorably to known characteristics of Ohio population Respondents compare favorably to known characteristics of Ohio population

Goals of Project In-depth analysis of topical and emergent FAE issues for public and academic audiences In-depth analysis of topical and emergent FAE issues for public and academic audiences Farmland preservation, animal welfare, food attitudes, environmental attitudes, etc. Farmland preservation, animal welfare, food attitudes, environmental attitudes, etc. Generate data to assist program planning and evaluation Generate data to assist program planning and evaluation Generate baseline data and track changes across time Generate baseline data and track changes across time Cohort effects, views of older versus younger generations Cohort effects, views of older versus younger generations Intervening events, such as Mad cow or other food scares Intervening events, such as Mad cow or other food scares Changes in knowledge or awareness due to an educational campaign, or societal trend (low carb diet), etc. Changes in knowledge or awareness due to an educational campaign, or societal trend (low carb diet), etc.

Outline of Presentation Review of topical, issue findings Review of topical, issue findings Extension and OARDC awareness Extension and OARDC awareness Understanding OSU Extension customers Understanding OSU Extension customers Future directions Future directions

Concern about Food, Agriculture & Environmental Issues (% Very Concerned) Issue% Rising Obesity among Americans69 Pollution of rivers, streams or groundwater65 Loss of family farms60 Loss of farmland due to urban growth55 Genetic modification of animals54 Mad cow disease42 Genetic modification of plants33 Large-scale poultry and livestock development29 Global Warming29

Livestock Concern by region * (% Very Concerned) *Response option differences exist between 2002 & 2004 questions

Views of Farming Overall, farming positively contributes to the quality of life in Ohio Overall, farming positively contributes to the quality of life in Ohio 2004: 90 percent agree or strongly agree 2004: 90 percent agree or strongly agree 2002: 92 percent agree or strongly agree 2002: 92 percent agree or strongly agree Ohio’s Economy will suffer if the state continues to lose farmers Ohio’s Economy will suffer if the state continues to lose farmers 2004: 85 percent agree or strongly agree 2004: 85 percent agree or strongly agree 2002: 80 percent agree or strongly agree 2002: 80 percent agree or strongly agree

Views of Farmers I trust Ohio farmers to protect the environment I trust Ohio farmers to protect the environment 2004: 67 percent agree or strongly agree 2004: 67 percent agree or strongly agree 2002: 60 percent agree or strongly agree 2002: 60 percent agree or strongly agree

Animal Welfare & Biotech In general, increased regulation of the treatment of animals in farming is needed In general, increased regulation of the treatment of animals in farming is needed 2004: 47 percent agree or strongly agree 2004: 47 percent agree or strongly agree 2002: 48 percent agree or strongly agree 2002: 48 percent agree or strongly agree Biotechnology is having a negative impact on the food supply Biotechnology is having a negative impact on the food supply 2004: 56 percent undecided (21% A/SA) 2004: 56 percent undecided (21% A/SA) 2002: 59 percent undecided (21% A/SA) 2002: 59 percent undecided (21% A/SA)

Food Safety Food is not as safe as it was 10 years ago Food is not as safe as it was 10 years ago 2004: 47% agree or strongly agree 2004: 47% agree or strongly agree 2002: 39% agree or strongly agree 2002: 39% agree or strongly agree

Familiarity and Experience with OSU Extension and OARDC

Familiarity How familiar are you with OSU Extension? How familiar are you with OSU Extension? 5% Very familiar 5% Very familiar 28% Somewhat familiar 28% Somewhat familiar 67% Not at all familiar 67% Not at all familiar How familiar are you with OARDC? How familiar are you with OARDC? 3% Very familiar 3% Very familiar 18% Somewhat familiar 18% Somewhat familiar 79% Not at all familiar 79% Not at all familiar

Importance of Maintaining How important is it to maintain OSUE? How important is it to maintain OSUE? 55% Very important 55% Very important 40% Somewhat important 40% Somewhat important 5% Not at all important 5% Not at all important How important is it to maintain OARDC? How important is it to maintain OARDC? 53% Very important 53% Very important 41% Somewhat important 41% Somewhat important 6% Not at all important 6% Not at all important

How would you rate your overall experience with OSU Extension?

OSUE Awareness Is there an OSUE office in the county where you live? Is there an OSUE office in the county where you live? 27% Yes 27% Yes 11% No 11% No 63% Not Sure 63% Not Sure Have you ever been to an OSUE Office? Have you ever been to an OSUE Office? 16% Yes 16% Yes 75% No 75% No 9% Not Sure 9% Not Sure

Contact with OSU Extension YesNo Not Sure Have you or any members of your household participated in 4-H? Have you ever used an OSUE bulletin or publication? Have you called or ed OSUE for information? 11826

Contact w/ OSU Extension (cont.) YesNo Not Sure Have you ever participated in a program sponsored by OSUE Have you ever obtained information from an OSUE Website 7866

Select Patterns Clear Farm (high) to Urban (low) pattern in terms of familiarity and usage Clear Farm (high) to Urban (low) pattern in terms of familiarity and usage GT 50 more familiar (36% very or somewhat familiar) compared to LT 35 (18% very or somewhat familiar) GT 50 more familiar (36% very or somewhat familiar) compared to LT 35 (18% very or somewhat familiar)

Select Patterns (cont.) Lowest level of familiarity in SW Ohio (74% not all familiar); highest familiarity in Northwest and southeast Ohio (57% not at all familiar) Lowest level of familiarity in SW Ohio (74% not all familiar); highest familiarity in Northwest and southeast Ohio (57% not at all familiar) More educated, esp. Bachelor’s or greater, more active users of Extension More educated, esp. Bachelor’s or greater, more active users of Extension Middle income ($35,000 to LT $100,000) most active users of Extension Middle income ($35,000 to LT $100,000) most active users of Extension

Client Interests and Preferred Methods of Acquiring Information

Interest in Educational Information on Following Topics

Preferred Sources of Information

Focus on Lawn & Gardening Educational Market Nearly 39 percent of Ohioans indicate they are very interested in lawn, gerdening, or home landscaping topics Nearly 39 percent of Ohioans indicate they are very interested in lawn, gerdening, or home landscaping topics Of these Ohioans, 41 percent are somewhat or very familiar with OSU Extension; 59 percent are not at all familiar Of these Ohioans, 41 percent are somewhat or very familiar with OSU Extension; 59 percent are not at all familiar Recall, 67 percent of all Ohioans were not at all familiar Recall, 67 percent of all Ohioans were not at all familiar

Focus on Lawn & Gardening Educational Market Contrast Familiar w/ Extension by not familiar among those interested in lawncare topics Contrast Familiar w/ Extension by not familiar among those interested in lawncare topics 48 percent familiar have used an OSU bulletin versus 3 percent of those not familiar 48 percent familiar have used an OSU bulletin versus 3 percent of those not familiar 23 percent of familiar have accessed OSUE website versus 3 percent of those not familiar 23 percent of familiar have accessed OSUE website versus 3 percent of those not familiar 61 percent of familiar rate experience with OSUE excellent or good (35 percent no experience) versus 7 percent of those not familiar (90 percent no experience) 61 percent of familiar rate experience with OSUE excellent or good (35 percent no experience) versus 7 percent of those not familiar (90 percent no experience)

Focus on Lawn & Gardening Educational Market 79 percent of those familiar with OSUE and interested in lawncare indicate it is very important to maintain OSUE style service versus 58 percent among those not familiar with OSUE 79 percent of those familiar with OSUE and interested in lawncare indicate it is very important to maintain OSUE style service versus 58 percent among those not familiar with OSUE

Focus on Lawn & Gardening Educational Market Contrast familiar vs. not familiar with Extension Contrast familiar vs. not familiar with Extension No difference: Newspaper, television, internet No difference: Newspaper, television, internet Those not familiar with OSU extension more likely to prefer radio as a source of information Those not familiar with OSU extension more likely to prefer radio as a source of information Those familiar with OSU Extension more likely to prefer: Those familiar with OSU Extension more likely to prefer: E-newsletters/updates E-newsletters/updates Fact sheets/printed publications Fact sheets/printed publications Workplace/Community presentations or seminars Workplace/Community presentations or seminars Information specialists available by phone or Information specialists available by phone or Free information in public places Free information in public places

Focus on Lawn & Gardening Educational Market Contrast by select demographic/geographic Contrast by select demographic/geographic Those familiar Those familiar Older, more educated, higher gross household income Older, more educated, higher gross household income Regional breakdown Regional breakdown 58 percent of southeastern Ohioans interested in lawncare topics are familiar with OSU Extension 58 percent of southeastern Ohioans interested in lawncare topics are familiar with OSU Extension 50 and 49 percent of Central and Northwest Ohioans interested in lawncare topics are familiar with OSUE 50 and 49 percent of Central and Northwest Ohioans interested in lawncare topics are familiar with OSUE 42 and 37 percent of northeast and southwest Ohioans interested in lawncare topics are familiar. 42 and 37 percent of northeast and southwest Ohioans interested in lawncare topics are familiar.

Future Directions On-going analysis and dissemination On-going analysis and dissemination Work in collaboration with C&T to develop analytical and dissemination strategy Work in collaboration with C&T to develop analytical and dissemination strategy 2005 high demand topical subject matter for external audiences will be related to local food systems (and organic) 2005 high demand topical subject matter for external audiences will be related to local food systems (and organic) Opportunities for collaboration w/ interested OSUE professionals interested in analysis Opportunities for collaboration w/ interested OSUE professionals interested in analysis

2006 OH Survey Planning to begin early 2005 Planning to begin early 2005 Continued collaboration with C&T Continued collaboration with C&T Applied research topics under consideration Applied research topics under consideration Agri-tourism/rural consumptive behaviors Agri-tourism/rural consumptive behaviors Quality of Life Assessments Quality of Life Assessments Continued consumer food choice research (animal welfare theme) Continued consumer food choice research (animal welfare theme)

Questions