Nomenclature Research
Nomenclature Research Cindy Cunningham Assistant Vice President, Communications
Nomenclature Research • • • •
Words have meaning—more today than in past Engaged public is looking for information Shift away from farm background We were starting to hear words and are concerned about how they are perceived
What We Wanted to Know • Familiarity with terms • Attitudes toward terms • Images conjured from terms
Nomenclature Research • • • •
Analyzed 50 terms Respondent pool of 1,750 General population and engaged consumers Quantitative and qualitative
Terms Perceived More Favorably • Promote idea of animals being raised in free/unconfined or natural setting • Familiar and colloquial – Family farm with personal attention to animal wellbeing
• Did NOT evoke association with big business – Corporate, industrial
The Animal
Recommended
• Pig • Hog
Caution/Context
• Swine
Not Recommended • N/A
The Person Recommended
• Farmer • Hog farmer • Pig farmer
Caution/Context
• Pork producer • Swine farmer
Not Recommended • Swine producer
Farm Size Recommended • Family farm • Small farm • Modern farm • Large farm • Commercial farm
Caution/Context • N/A
Not Recommended • Industrial farm • Corporate farm • Concentrated Animal Feeding Operation • Factory farm
The Farm Recommended
• Hog farm • Pig farm
Caution/Context
• Pork farm
Not Recommended • Hog operation • Pork operation • Swine farm
Farm Housing Recommended
Caution/Context
Not Recommended
• Barn • Outdoor access • Outdoor production • Pasture raised
• Barn raised • Indoor farming • Hog house • Enclosed barn
• Production system • Indoor housing • Confinement
Qualitative Term Evaluation • Provides insight beyond quantitative measures • Identifies patterns among terms • Assesses overall positive and negative tone
Animal • Pig “A farm animal”
• Hog “A hog is a large pig.”
• Swine “Associate with the animal, pig. A low life character. A swindler. Lack of trust.”
The Person • Pig Farmer “A farmer who raises pigs for a living.”
• Hog Farmer “Someone engaged in the business of raising hogs for the commercial production of pork.”
• Pork Producer “Company that raises pigs on a large scale.”
Farm Size • Modern Farm “A way to keep animals safe, secure and healthy using modern methods.”
• Large Farm “A big farm with many different animals/crops.”
• Commercial Farm “Farm owned by corporations, not individual owners or families.”
Farm Housing • Barn Raised “Animals being raised in a barn instead of cages.”
• Hog House “A building for housing swine, particularly one with facilities for housing a number of hogs under one roof. Horrific odors.”
Farm Housing, cont. • Indoor Farming “Farming inside a building or nursery.”
• Enclosed Barn “A closed barn that houses livestock and other barn animals. Images of animals in tight, close stalls and cages. Seems inhumane.”
Next Steps • Producer reaction – Is research needed with producers on these terms
• USFRA • Deliver – State pork associations – Staff – Industry audiences
Your Reaction and Questions
Nomenclature Research • • • •
Words have meaning—more today than in past Engaged public is looking for information Shift away from farm background We were starting to hear words and are concerned about how they are perceived
What We Wanted to Know • Familiarity with terms • Attitudes toward terms • Images conjured from terms
Nomenclature Research • • • •
Analyzed 50 terms Respondent pool of 1,750 General population and engaged consumers Quantitative and qualitative
Terms Perceived More Favorably • Promote idea of animals being raised in free/unconfined or natural setting • Familiar and colloquial – Family farm with personal attention to animal wellbeing
• Did NOT evoke association with big business – Corporate, industrial
The Animal
Recommended
• Pig • Hog
Caution/Context
• Swine
Not Recommended • N/A
The Person Recommended
• Farmer • Hog farmer • Pig farmer
Caution/Context
• Pork producer • Swine farmer
Not Recommended • Swine producer
Farm Size Recommended • Family farm • Small farm • Modern farm • Large farm • Commercial farm
Caution/Context • N/A
Not Recommended • Industrial farm • Corporate farm • Concentrated Animal Feeding Operation • Factory farm
The Farm Recommended
• Hog farm • Pig farm
Caution/Context
• Pork farm
Not Recommended • Hog operation • Pork operation • Swine farm
Farm Housing Recommended
Caution/Context
Not Recommended
• Barn • Outdoor access • Outdoor production • Pasture raised
• Barn raised • Indoor farming • Hog house • Enclosed barn
• Production system • Indoor housing • Confinement
Qualitative Term Evaluation • Provides insight beyond quantitative measures • Identifies patterns among terms • Assesses overall positive and negative tone
Animal • Pig “A farm animal”
• Hog “A hog is a large pig.”
• Swine “Associate with the animal, pig. A low life character. A swindler. Lack of trust.”
The Person • Pig Farmer “A farmer who raises pigs for a living.”
• Hog Farmer “Someone engaged in the business of raising hogs for the commercial production of pork.”
• Pork Producer “Company that raises pigs on a large scale.”
Farm Size • Modern Farm “A way to keep animals safe, secure and healthy using modern methods.”
• Large Farm “A big farm with many different animals/crops.”
• Commercial Farm “Farm owned by corporations, not individual owners or families.”
Farm Housing • Barn Raised “Animals being raised in a barn instead of cages.”
• Hog House “A building for housing swine, particularly one with facilities for housing a number of hogs under one roof. Horrific odors.”
Farm Housing, cont. • Indoor Farming “Farming inside a building or nursery.”
• Enclosed Barn “A closed barn that houses livestock and other barn animals. Images of animals in tight, close stalls and cages. Seems inhumane.”
Next Steps • Producer reaction – Is research needed with producers on these terms
• USFRA • Deliver – State pork associations – Staff – Industry audiences
Your Reaction and Questions
