More than the environment, crime, the economy and health care, Utahns are concerned about a safe food supply.

That's the result of a poll released Monday by the state Department of Agriculture and Food meant to show the importance of the state's farm and ranch industries in a society that is increasingly urban.

"We need to educate the population to recognize the importance of protecting their food source," said spokesman Larry Lewis.

There is no comprehensive study about how much farmland has been lost to development along the Wasatch Front, but "generally we're losing the prime farmland," Lewis said.

To counter that and improve awareness of Utah's farmers, the department has attempted to push local buying.

THE FARMER

Robert McMullin and his siblings have had a rough go of it this year. The fruit farm near Payson lost 90 percent of its sweet cherries to late frost.

One place that is showing promise is the local markets. McMullin says he and his siblings used to sell a lot of cherries back east but that is changing.

"Demand is up here, and we're selling much more of our crop in Utah than we ever have before," he said. (His peaches, pears and apples are doing pretty well, too.)

McMullin credits the Department of Agriculture and Food's "Utah's Own" marketing push and local stores for buying into the effort. After two years of the program, 60 percent of shoppers recognize the branding.

"Of course, awareness is one thing and changing your purchasing habits is another," said Jed Christenson, marketing director of the department of agriculture.

One poll question that surprised the department was the demand, or lack of it, for organically grown food. In the poll, whether food was organically grown ranked among the least important factors for Utah consumers.

"We would have thought that would be the other way, or at least that organics would be higher," Lewis said.

THE NUMBERS

The growing disconnect between state residents and their food is evident. Of respondents, 37 percent said they grew up on farms but only 1 percent live there now. Also, the poll shows 60 percent of respondents' parents lived on farms though only 6 percent do now.

The poll is supposed to help the department tailor its pro-agriculture message to the public.

"It's a delicate balance between growth ... and our food lands, our farm lands," Lewis said. "We're just asking people not to forget agriculture in this equation."

The McMullins are doing their part. The family-owned operation -- Robert, David, Will and sister Ann Dockstader -- have made it a third-generation full-time job after their father and grandfather worked it part time.

"The fourth generation is helping as we speak," Robert McMullin said. "That's good news, too."