WEST DES MOINES — A strong desire for local connection and trust is shaping how Iowa shoppers buy meat and dairy, according to the latest Iowa Farm Bureau Food & Farm Index. The annual survey, conducted this spring by The Harris Poll, found that 84% of Iowa grocery shoppers have purchased directly from local meat lockers, farmers or farmer networks, and more than 1 in 5 (22%) say they always or often buy directly from local meat lockers or individual farmers.

Iowa shoppers are looking for a closer connection to the people who produce the food. Nearly 4 in 5 (79%) say they review labels for information about how or where food was grown, raised or processed. The label details they seek most commonly center on local sourcing and trust, with 35% looking for products raised, grown or made locally and 33% seeking products raised, grown or made in the U.S.

As consumer demand evolves, Iowa Farm Bureau is helping farmers explore diversification opportunities, alternative markets and direct-to-consumer sales that can create new revenue streams.

While nearly all Iowa households consume meat (97%) and dairy (98%) at least weekly, 1 in 5 say they have increased their consumption of animal-based proteins in the past year. Among those who are eating more meat, dairy and eggs, 87% cite at least one health or nutrition-related reason, and nearly half (49%) say they are looking for more protein in their diets. The trend is even stronger among younger shoppers ages 20 to 34, with 30% reporting increased consumption of animal-based products.

Iowa shoppers overwhelmingly view both meat and milk from animals as healthy, with 91% saying each plays an important role in a balanced diet. Health and nutrition facts may further increase interest in animal-based proteins. When told how zinc helps the immune system fight illness–with meat and seafood among the richest sources–and dairy products provide 13 essential nutrients while serving as top sources of calcium, vitamin D and potassium, among other examples, 87% of Iowa grocery shoppers said they were very or somewhat likely to increase their consumption of real animal proteins.