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Local Agriculture Consumer Survey

23 April 2022
Local Agriculture Consumer Survey

Client: Sustainable Lands Strategy in Snohomish County

Case Study: In partnership with the Sustainable Lands Strategy (SLS), Peak developed and implemented a comprehensive survey on local consumer behaviors, attitudes, and barriers to supporting a quality, healthy, and local food system in Snohomish County.

Anna Santo, a Peak employee (and Ph.D. candidate at the University of British Columbia) partnered with the Sustainable Lands Strategy (SLS) Communications Group to develop and implement a top-quality community-based survey to gather data on the behaviors, attitudes, and barriers that exist for consumers who frequent Farmers’ Markets, CSAs, Co-ops, and U-Pick or roadside farm stands and their level of support and commitment to a quality, healthy, and local food system in Snohomish County.

Impact: The primary goal of this survey was to gather and provide data for Snohomish County farmers about why local food buyers choose the food items they do. We specifically sought input that farmers could incorporate into their food system strategies, marketing, and growing. Those surveyed were recruited via farmers’ markets, CSAs, co-op contact lists, and social media. Results represent a subsample of shoppers who are already at least somewhat connected to/engaging with local food purchasing opportunities.

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The CBSM Process

  1. Understand the Community: The process begins by deeply understanding the target community’s needs, values, and current behaviors related to the issue. This involves research, focus groups, and community outreach.

  2. Identify Barriers and Benefits: Specific roadblocks hindering sustainable behavior are identified by interacting with community members. This collaborative approach ensures solutions directly address community needs and communicates the benefits of adopting the behavior.

  3. Develop Effective Interventions: Utilizing proven social marketing tools and strategies, tailored interventions are designed to address the identified barriers and leverage the perceived benefits. Examples include community workshops, social norm campaigns, and incentive programs.

  4. Implement and Evaluate: The interventions are implemented in partnership with community stakeholders, building local ownership and promoting long-term sustainability. Continuous evaluation ensures effectiveness and allows for adjustments based on community feedback.

Benefits of CBSM

  • Sustainable Behavior Change: Addressing barriers and fostering intrinsic motivation promotes lasting behavior change within communities.
  • Community Ownership: Active participation fosters a sense of ownership and responsibility for achieving sustainability goals.
  • Culturally Relevant Solutions: Tailored interventions ensure they resonate with the community’s specific values and norms.
  • Cost-Effective Approach: Leveraging community resources and partnerships maximizes impact while minimizing costs.
  • Scalability and Replication: Successful CBSM initiatives can be adapted and replicated in other communities, fostering widespread change

By empowering communities to become active participants in solving environmental and social challenges, CBSM offers an effective too for change.

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Move confidently forward with Peak’s help and areas of expertise.

 

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Ecosystems

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Plan, design, manage, and nurture built and natural environments.

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