Understanding motivations related to food


Most current food-motivated hunting or fishing programs have identified adults in urban or suburban areas who are interested in locally sourced foods as their target audience.

Many of these potential food-motivated participants are younger, urban and female; the antithesis of the current hunting/angling population. As a result, they may have few skills, little knowledge and some misconceptions about these activities.

Specific motivations for people concerned about their food are highly variable and often complex. For example, one person may be more concerned that their food is locally sourced and could be categorized as a “locavore"; another may be more interested in obtaining exotic ingredients for gourmet cooking and could be categorized as a “foodie"; while a third person may be interested in the quality of their food (no GMOs, hormones, etc.) and that it is sustainably produced. Obviously, these characterizations are not mutually exclusive; a single person could embrace more than one of these interests.

In addition, participants within these groups may have several other motivations fueling their interest in obtaining their own food. Every participant has a unique "bundle” of motivations. Additional motivations may include:

  • Reducing the ecological footprint associated with meat consumption
  • The health benefits of obtaining “organic” protein
  • Obtaining protein in an alternative manner to an industrially raised and processed source (Note that this “industrial” source of food may be highly distrusted by these participants)
  • A desire to consume only “free range” meat, particularly from an animal who has had an opportunity to live its life in a “natural state”
  • A desire for self-sufficiency
  • A desire to gather/forage food from the land in a sustainable manner
  • A desire to obtain locally or sustainably grown meat

It is important to note that the interest in hunting or fishing for food is often an extension of existing activities, such as gardening, raising chickens, or brewing one’s own beer. Participation in these activities also likely represents a cultural shift in the way they understand, relate to, and choose to participate in, the selection and consumption of food and other resources.

In many situations participants are vegetarians. However, they are willing and often welcome the opportunity to eat meat or fish from an animal that had lived its life in the wild and died in a quick and humane manner.

Because these participants come from different backgrounds with little experience, it is best to assume that they know very little about hunting and fishing; therefore you need to start with the basics.  In addition, instructors need to be sensitive to their different backgrounds and tolerant of different attitudes. Misconceptions about hunting and fishing should be respectfully corrected, without “talking down” to, or embarrassing anyone. By the same token, instructors should acknowledge that not all hunters or anglers are good role models for the activity.


Venison For Dinner

I’m not-your-average stay at home Mom. But, what Mom do you know is really average? I believe everyone has something that makes them different and unique, and no, I’m not standing on a soapbox here!

I have three kids, Mac (July ’09), Hamish (November ’12) and Freja (September ’15) that make my world go round, as well as a terrific husband. Does that mean that Marius is perfect? Nope, but neither am I and we have fun in our crazy life together.

I love to cook and bake, because I’m passionate about our family eating good food. I want it to nourish us, not just fill our bellies.

Locavore Focus Groups conducted as part of this project

We conducted two focus groups with individuals who were part of the local/sustainable food community. One group was in Louisville, KY and the other was in Madison, WI.

Attached are transcripts, audio recordings, a summary document with findings from both groups and a written survey that was administered to the Madison group before the discussion.

Both groups were recruited with the assistance of local food co-ops from their membership.

Hunting, Butchering and Cooking Wild Boar - Gordon Ramsay

Deemed as an invasive species, the wild boar has been targeted by residents of Georgia, and Gordon Ramsay tries his hand and hunting and cooking the beast. Watch as Ramsay heads deep into the unforgiving woods to harvest and prepare a wild boar in this somewhat graphic video.

After over four miles of hiking for two hours, Gordon and his guide were getting a little discouraged at finding a wild boar. But that all changed instantly.

17 Incredible Whole Foods Customer Demographics

Whole Foods has a growing presence in the United States and internationally because of a
commitment to quality and satisfaction. Not only does this organization seek to supply
customers with the products they want, Whole Foods wants to satisfy all of their stakeholders
as well. Because of this, they have a commitment to sell the best natural and organic products
that are available anywhere today.


My name is Hank Shaw. I write. I fish. I dig earth, forage, raise plants, live for food and kill wild animals. I’ll drink fancy Scotch, craft beer, Pabst Blue Ribbon, a fine Barolo or a Bud, depending on my mood or who’s offering. I spend my days thinking about new ways to cook and eat anything that walks, flies, swims, crawls, skitters, jumps – or grows. I am the omnivore who has solved his dilemma. This is my story.

Honest food is what I’m after. Nothing packaged, nothing in a box, nothing wrapped in plastic — unless I wrapped it in plastic myself.

Devin Brewer - Exploring the New Frontier of WILD

Since 2010, I've been teaching new hunters how to hunt and experienced hunters how to up their game and better achieve their goals. I strongly believe that the world needs more hunters. And once you become a hunter, there's an almost endless list of stuff to understand more deeply or get better at. We'd all need many lifetimes to truly master these skills. But we only have one -- and I'm here to help you make the most of it.

To me, hunting isn't just a "sport". It's a way of life. It's almost a religion.