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Report explores Wisconsin residents’ opinions and perceptions of food

The Science, Media and the Public Research Group at the University of Wisconsin-Madison recently released a report on Wisconsin residents’ food perceptions and buying behaviors.

Overall, the respondents paid high levels of attention to health and nutrition news and food related entertainment media. Likewise, respondents felt strongly that they had a right to food knowledge. They trusted university scientists and regulatory agencies with respect to health and nutrition issues, but not corporations and the media.

Key findings include:

– Wisconsin residents pay closest attention to freshness when shopping
– A clear majority report frequently eating fresh vegetables, dairy products and white meat
– Wisconsinites report discussing food issues more frequently than public affairs issues
– Farmers were the group most trusted to keep food safe

Read the full report and access tables and graphs at

Survey methods: The public opinion survey was mailed to a random sample of 2,000 Wisconsin residents’ addresses. Administered from April 15 to July 7, 2015, the survey had a final response rate of 50.3% (N=948). Participants were middle age (M=56.4, SD=16.5) on average, with more female respondents (63.2%) than male, and a median level of education of “some college, technical or trade school” and a median income in the range of “$40,001 – $60,000.”

For information about the university’s Science, Media and the Public Research Group, visit:

For more information about the report, contact Dominique Brossard at or (608) 263-3073.