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This fact sheet provides key strategies for marketing local foods based on demographic trends seen in recent scholarly literature.
Genetically engineered and modified foods have been hot topic issues for decades. While scientific consensus indicates that genetically engineered (GEd) and genetically modified (GM) foods are safe, public opinion does not always match the scientific community. Thus, continuing to explore the gap between scientific thinking and public opinion is critical for effective and engaging extension work.
Social media usage is at an all time high, with the majority of individuals older than 18 saying they regularly use platforms like Facebook and YouTube. More than 60% of adults ages 18 to 29 routinely use Instagram, TikTok, and Snapchat. This means that one of the most effective ways to market local food to all age groups, and Millennials and Generation Z in particular, is through social media. Age, however, is not the only demographic to consider when marketing local food. Data also shows that gender plays a significant role in social media usage; women are more likely to use platforms like Facebook, Instagram, and TikTok than men regardless of their age. Agents should consider this when using social media and should focus on marketing to female consumers–a demographic that has already been shown to have favorable opinions of local food. Marketing local food is important for Extension agents who work in the local food space because N.C. Cooperative Extension’s purpose is to support agriculture and the people of North Carolina. The following is a set of best practices for social media usage to promote local food.
