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Bakersfield Californian 7-2-2010: Our demand for locally grown food - 2010/07/02 08:10
SOURCE: http://www.bakersfield.com/news/local/x457515338/Market-Intelligence-Our-demand-for-locally-grown-
food
THE BAKERSFIELD CALIFORNIAN | Thursday, Jul 01 2010 02:39 PM
Market Intelligence:
Our demand for locally grown food
According to a local market survey released by Scarborough Research www.scarborough.com in March 2010, more than 78,000 Bakersfield adults regularly buy locally grown food. While 47 percent of metro adults live in central and east Bakersfield, 55 percent of locally grown food buyers reside in these areas.
Zip Code ... % of metro adults ... % of locally grown food buyers
93301 ... 3 percent ... 4 percent
93304 ... 11 percent ... 13 percent
93305 ... 6 percent ... 12 percent
93306 ... 12 percent ... 14 percent
93307 ... 15 percent ... 11 percent
93308 ... 12 percent ... 15 percent
93309 ... 13 percent ... 12 percent
93311 ... 6 percent ... 5 percent
93312 ... 12 percent ... 7 percent
93313 ... 5 percent ... 4 percent
93314 ... 5 percent ... 2 percent
Buyers of locally grown food tend to be young-to-middle age women, who are married, own their home and work in sales, administrative or service occupations. They are also more likely to enjoy gardening and other outdoor activities.
Characteristic ... % of locally grown food buyers
Women ... 57 percent
Age 25-44 ... 50 percent
Income under $50,000 ... 63 percent
Sales/admin/service job ... 27 percent
Married ... 66 percent
Homeowner ... 64 percent
Activity ... % of locally grown food buyers
Gardening ... 65 percent
Jogging ... 43 percent
Swimming ... 33 percent
Camping ... 29 percent
Hiking ... 16 percent
In addition to buying locally grown food, these eco-friendly consumers also use energy efficient light bulbs (89 percent), recycle glass, plastic or paper (85 percent) and use less water at home (61 percent).
Sources: Scarborough Research 2010 R1, The Bakersfield Californian Market Research Department
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