Completed project
Enhancing market attitudes towards IPM and sustainable vegetable production practices (VG12084)
Publication date: June 19, 2014
Delivery Partner: Applied Horticultural Research
Studies in Australia and overseas have found that consumers say they care about environmental issues and are willing to pay more for sustainably grown produce. This bodes well for vegetable growers using fewer chemicals as a result of integrated pest management on farms, and raises the possibility of badging such produce with an eco label.
This project investigated the attitudes of grocery buyers to farming and the environment, including understandings of integrated pest management and attitudes to insects found with fresh produce.
The team ran focus groups and an online survey of more than 1000 people.
Key findings included…
o Produce from supermarkets
o Produce in sealed packages
o Produce already washed or processed
o Soft-bodied insects like caterpillars or snails
o No exposure to vegetable production, farming or home vegetable gardening
In response to these social research findings, the team developed three short videos featuring growers explaining the use of beneficial insects to control pests on vegetables, for a consumer audience. They also conveyed the message that finding an insect with purchased vegetables shows that it has been “grown naturally”.
Watch the consumer-facing vegetable IPM videos:
This project was a strategic levy investment in the Hort Innovation Vegetable Fund
© 2026 Horticulture Innovation Australia Limited.
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