For millennials and Gen Zers, eating is more than fueling the body or enjoying flavors. Phones come out to take sharable photos at the table because for many in the younger generations, food choice is one facet of a values-driven lifestyle.
Among the values that drive the diet preferences of these age groups are overall wellness, sustainability and animal welfare, according to Hartman Group’s Health and Wellness 2019 report. The environment and a belief that certain diets are more ethical are also leading motivations for the three-fifths of millennials who currently subscribe to special diets such as plant-based, keto, vegan or Whole 30, according to The Food Institute.
For these young people, who make up more than half of the global population, eating can be a reinforcement of identity or a political statement, and the data show that they put their money where their mouth is.
Thirty-two percent of millennial and 25% of Gen Z consumers say they almost always/usually base purchase decisions on sustainability compared to just 20% of Gen X and 17% of baby boomers, according to Hartman’s Sustainability 2019 report.
Other companies report similar findings. Impossible Foods’ 2019 survey found that 62% of Gen Zers were willing to spend more money on sustainable food options. According to the Deloitte Global Millennial Survey 2019, “42% of millennials said they have begun or deepened a business relationship because they perceive a company’s products or services to have a positive impact on society and/or the environment.”
Fresh produce growers can stay relevant to these younger generations by demonstrating a corporate commitment to the causes that motivate millennials and Gen Zers.
Equitable Food Initiative (EFI) certification is one way to align to the values of the younger generations. Following the more than 300 high-level EFI Standards sets participants apart as forward-thinking industry leaders committed to sustainability, social responsibility and a safe supply chain for consumers.
The EFI Standards cover food safety, labor practices and pest management. Leadership Teams representing all work areas of the farm provide continuous verification of compliance with the standards, which assure fair wages, benefits and safe working conditions for farmworkers.
For many growers, EFI provides a framework for the good that they are already doing while raising the bar for the industry as a whole. The Responsibly Grown, Farmworker Assured™ label communicates their efforts to retail customers and consumers, including millennials and Gen Zers who are hungry for food that fits with their values-driven lifestyle diets.
Find out more about how EFI certification ensures an equitable and sustainable food system while helping fresh produce growers achieve some of the highest standards in the industry.
