Kelly Visser with the Iowa Food & Family Project sits i

Kelly Visser, Ag Awareness Manager for the Iowa Soybean Association, reports that much ground has been covered to raise the awareness of modern agriculture for food minded Iowans. (Photo: Joseph L. Murphy/Iowa Soybean Association)

Iowa Food & Family Project's leader shares consumer insights

February 10, 2021

Consumer perception of the work farmers do can vary widely across the country. In an age of easy-to-access misinformation, sharing accurate information with consumers becomes a priority and necessity. Kelly Visser of the Iowa Food & Family Project tells "The State of Soy" what Iowa consumers believe about farmers in our state as outlined in the annual Consumer Pulse Survey, and the important work the initiative does to connect consumers and farmers.

Now in its ninth year, the Iowa Food & Family Project’s Consumer Pulse Survey gauges Iowans grocery shopping habits, food label preferences and attitudes toward agriculture.  Findings provided by more than fifteen hundred consumers offer valuable feedback about perceptions across the farm to fork chain.

Established in 2011, the Iowa Food & Family Project is headquartered out of the ISA office. Funded by the soybean, pork, beef, egg, corn, turkey and dairy checkoffs, as well as non-checkoff resources, the Iowa Food & Family Project builds trust in modern agriculture with an opt-in audience of more than 130,000 food and health-minded Iowans. Learn more about the Iowa Food & Family Project at