Market research sucks. With food, people vote at the checkout counter with their wallets. Sitting at home, talking to some annoying survey person who only calls when dinner is about to be served reveals … nothing, except the potential buying patterns of pissed off shoppers, wondering why they can’t just eat dinner without the phone ringing.

A new national survey of more affluent consumers from strategic marketing communications firm Context Marketing, “Beyond Organic — How Evolving Consumer Concerns Influence Food Purchases,” has found that most respondents are highly concerned about the safety of the food they buy and would pay more for food they believe to be safer or healthier.

The research also found that assurances about what a food doesn’t contain, such as pesticides or antibiotics, matter a great deal to these consumers, along with ethical claims that reinforce quality and safety perceptions. …

While respondents confirmed that low price is a major influence on most food purchases, 60 percent said they would pay up to 10 percent more for food they think is healthier, safer or produced according to higher ethical standards, and 14 percent said they would pay a premium greater than 10 percent.

But right now, all that is available at retail is products that hint at enhanced microbial food safety and offer … nothing.

Market microbial food safety so consumers can choose.