Every Thanksgiving, journalists feast on a half-baked survey that doesn't capture the meal's real cost.
What’s going on here? Why does the Farm Bureau think turkey costs twice as much as the USDA says it does? And why don’t journalists cry, um, fowl?One culprit might be the Farm Bureau’s methodology—the organization relies on 224 surveys conducted by volunteers shopping in person and online, in all 50 states and Puerto Rico.
But a more likely explanation is timing: The Farm Bureau does its surveys in October. That’s not a very useful data point for whole turkey sales, since most Americans tend to buy a whole turkey just once a year—the week of Thanksgiving or just before. In fact, according to the USDA, just a few hundred U.S. supermarkets even“Activity,” here, refers to sales on turkey products, which ramp up big-time in the weeks before Thanksgiving.
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