scholarly journals Self-reported Willingness to Pay for Texas Persimmon Fruit as a Food Source

2014 ◽  
Vol 24 (5) ◽  
pp. 580-589
Author(s):  
Benjamin J. Glover ◽  
Tina M. Waliczek ◽  
Jean-Marc Gandonou
Keyword(s):  
Willingness To Pay ◽  
Geographic Area ◽  
Restaurant Industry ◽  
Farmers Markets ◽  
Local Foods ◽  
Farmers Market ◽  
San Marcos ◽  
Central Texas ◽  
Survey Responses ◽  
Qualitative Responses

The purpose of this study was to test the consumer-stated willingness to pay (WTP) of a native Texas plant fruit product, texas persimmon (Diospyros texana), for the restaurant industry, as well as for the consumer market. Farmers’ markets and restaurants specializing in either local foods, organic foods, or both were the focus of the market samples. Responses were gathered from five cities located in the geographic area of central Texas where the fruit is native including: San Marcos, Austin, New Braunfels, Wimberley, and Bastrop. About 400 quantitative survey responses were collected from farmers’ markets consumers during market days. Seven interviews collecting qualitative responses from restaurateurs provided more in-depth data on the value of the product to specialty restaurants. Restaurateurs responded positively to the texas persimmon and stated they would be willing to pay between $3.59 and $3.69/lb of texas persimmon. Results indicated the prime audience for the texas persimmon to be those who attend farmers’ markets in the age group of 25–34 years who value locally produced foods and are concerned about the environment. Farmers’ market consumers were willing to pay prices similar to specialty fruit prices.

Regional tourism at the farmers’ market: consumers’ preferences for local food products

2019 ◽  
Vol 13 (1) ◽  
pp. 37-54 ◽  
Author(s):  
Benjamin Garner ◽  
Cesar Ayala
Keyword(s):  
Geographic Area ◽  
Farmers Markets ◽  
Farmers Market ◽  
Content Type ◽  
Regional Food ◽  
The Usa ◽  
Regional Brand ◽  
Consumer Habits ◽  
Food Identity ◽  
Number Of Customers

Purpose The purpose of this paper is to examine farmers’ market consumer behavior through a regional food and culinary tourism lens to see the ways these festive and atmospheric markets can be used to develop a regional brand or identity surrounding food production. Design/methodology/approach This study was based on a survey of 270 participants in a farmers’ market in the USA. A combination of descriptive and statistical analyses was used to analyze consumer habits and spending. Findings The findings in this study suggest that while most of the customers live in a town where the market is located, a significant number of customers come from other locations, with some traveling significant distances, to participate in this market, particularly for the Saturday market. Many of the customers come to purchase organic and local foods. Research limitations/implications This work is limited, in that it is a case study at one farmers’ market in the USA, and the work is exploratory in nature. Practical implications This work has implications for market managers seeking to increase their consumer base. Markets that want to increase their reach would do well to promote their events to a wider geographic area. The results presented here showed that consumers are willing to drive upward of 40 miles to attend a high-quality market. Originality/value This work expands our conceptualization of farmers’ markets by suggesting that these markets have the potential to form the backbone of a region is food identity through the creation of a food destination.

Consumer supply-chain demands and challenges at farmers’ markets

2018 ◽  
Vol 120 (12) ◽  
pp. 2734-2747 ◽  
Author(s):  
Benjamin Garner ◽  
Cesar Ayala
Keyword(s):  
Farmers Markets ◽  
Local Foods ◽  
Farmers Market ◽  
Content Type ◽  
Life Patterns ◽  
Needed Information ◽  
The Usa ◽  
Consumer Demands ◽  
Practical Implications ◽  
Work And Life

Purpose The purpose of this paper is to examine consumer demands for local foods at a farmers’ market. This includes examining both what products consumers want more of at the market and also what factors influence consumers’ attendance for a weekday farmers’ market. Design/methodology/approach This study was based on open-ended comments from a market survey of 270 participants in a farmers’ market in the USA. Findings This study revealed that consumers want more products at the farmers’ market that require significant resources and time to grow, such as meat and fruit. Consumers reported that they would be more likely to attend a weekday market if it had better hours of operation and better selection. Consumer comments also revealed that consumers often perceive the market to run out of products and not have the full supply that they want to purchase. Research limitations/implications This research represents qualitative insights at one farmers’ market in the USA. While there are observations that may transfer to other markets, caution should be used when generalizing these findings. Practical implications This research is informative for farmers in providing them a list of consumer demands and also highlights the ways farmers need to make their market convenient to consumer work and life patterns. Originality/value This work adds value to the literature by expanding our understanding of specific foods customers see as limited in the farmers’ market, and it also provides much needed information regarding consumer behavior and weekday market attendance, which is not discussed as often in the literature.

scholarly journals Is Organic Certification Important to Farmers’ Market Shoppers or Is Eco-friendly Enough?

HortScience ◽  
2020 ◽  
Vol 55 (11) ◽  
pp. 1822-1831
Author(s):  
Kynda R. Curtis ◽  
Tatiana Drugova ◽  
Trevor Knudsen ◽  
Jennifer Reeve ◽  
Ruby Ward
Keyword(s):  
Willingness To Pay ◽  
Prunus Persica ◽  
Consumer Preferences ◽  
Farmers Markets ◽  
Logit Models ◽  
Farmers Market ◽  
Organic Certification ◽  
Cost Of Production

This study examines consumer preferences and willingness to pay (WTP) for organic and eco-friendly peaches, Prunus persica L., over conventional peaches in Utah. Data were collected at farmers’ markets across Utah, including actual peach purchases coupled with an in-person survey and analyzed using logit models. The results show that farmers’ market shoppers are willing to pay a premium for organic and eco-friendly peaches of $2.10 and $1.41 per pound, respectively. The importance of selected sustainability attributes positively impacted shopper preferences for eco-friendly peaches, while attitudes and lifestyle were associated with stronger shopper preferences for organic peaches. The distinct differences between shoppers who prefer organic and those who prefer eco-friendly, as well as the disparity in premiums, imply that growers should strongly consider their markets and cost of production differences when choosing organic certification over other less expensive differentiation schemes.

scholarly journals Consumer factors associated with purchasing local versus global value chain foods

2016 ◽  
Vol 33 (1) ◽  
pp. 33-46 ◽  
Author(s):  
Svetlana Bogomolova ◽  
Adam Loch ◽  
Larry Lockshin ◽  
Jon Buckley
Keyword(s):  
Value Chain ◽  
Local Food ◽  
Farmers Markets ◽  
Value Chains ◽  
Global Value Chain ◽  
Local Foods ◽  
Farmers Market ◽  
Economic Stratification ◽  
Community Benefits ◽  
Future Potential

AbstractGlobal value chains (GVCs) have grown to represent the major source of modern food and grocery items. Yet there is an increasing preference among consumers toward locally sourced and supplied foods among perceptions of health, economic and community benefits. Typically purchased in farmers’ markets and specialty outlets, local foods are becoming more widely available in supermarkets, who are now interested in how they might introduce or increase that product range. We collect actual purchase data from a regional supermarket chain and analyze the drivers of higher local food proportional outcomes across a sample of consumers. Attempts to link theoretically important drivers of local food purchasing in traditional (e.g., farmers’ market) outlets to supermarket settings proved difficult. Results do, however, suggest some means by which parties interested in developing local value chains between regional suppliers and supermarket outlets could be achieved. As such, the study is a useful first-step in the development of new value chains to address future potential issues of socio-economic stratification and inequality as a consequence of GVC prevalence.

Best Practices for Shoppers at the Farmers’ Market

EDIS ◽  
2017 ◽  
Vol 2017 (6) ◽  
Author(s):  
Maria J. Rometo ◽  
Jamie Sapijaszko ◽  
Soohyoun Ahn
Keyword(s):  
Food Safety ◽  
Best Practices ◽  
Farmers Markets ◽  
Farmers Market ◽  
Business Regulations

This factsheet is one in a “Florida Farmers’ Markets” series that is designed to provide information to managers, vendors and shoppers of Florida farmers’ markets on topics highly relevant to starting and running a food business: regulations, best practices, and marketing. We provide shopping tips and food safety recommentations for FL farmers market shoppers in this factsheet.

scholarly journals Racial, Gender, and Age Dynamics in Michigan’s Urban and Rural Farmers Markets: Reducing Food Insecurity, and the Impacts of a Pandemic

2021 ◽  
pp. 000276422110133
Author(s):  
Dorceta E. Taylor ◽  
Alliyah Lusuegro ◽  
Victoria Loong ◽  
Alexis Cambridge ◽  
Claire Nichols ◽  
...  
Keyword(s):  
Food Insecurity ◽  
Low Income ◽  
Food Assistance ◽  
People Of Color ◽  
Farmers Markets ◽  
Farmers Market ◽  
Assistance Programs ◽  
Nutrition Assistance ◽  
Nutrition Assistance Programs ◽  
Number Of Customers

In recent decades, the number of farmer’s markets has increased dramatically across the country. Though farmers markets have been described as White spaces, they can play important roles in reducing food insecurity. This is particularly true in Michigan where farmer’s markets were crucial collaborators in pioneering programs such as Double-Up Food Bucks that help low-income residents and people of color gain access to fresh, healthy, locally grown food. This article examines the questions: (1) What are the demographic characteristics of the farmers market managers, vendors, and customers and how do these influence market activities? (2) To what extent do farmers markets participate in programs aimed at reducing food insecurity? (3) To what extent do farmers markets serve low-income residents and people of color? and (4) How has the Coronavirus Pandemic (COVID-19) affected the operations of farmers markets. This article discusses the findings of a 2020 study that examined the extent to which Michigan’s farmer’s markets served low-income customers and people of color and participated in food assistance programs. The study examined 79 farmers markets and found that 87.3% of the farmer’s market managers are White. On average, roughly 79% of the vendors of the markets are White and almost 18% are people of color. Most of the vendors in the markets participate in nutrition assistance programs. Market managers estimate that about 76% of their customers are White and about 23% are people of color. Farmers markets operated by people of color attract higher numbers of customers and vendors of color than those operated White market managers. Almost half of the farmer’s markets started operations later than usual in 2020 because of the pandemic. More than a third of the markets reported that their funding declined during the pandemic. Moreover, the number of vendors declined at two thirds of the markets and the number of customers dipped at more than 40% of the markets. On the other hand, the number of people requesting food assistance during the pandemic increased in more than half of the markets.

scholarly journals “My coupons are like gold”: experiences and perceived outcomes of low-income adults participating in the British Columbia Farmers’ Market Nutrition Coupon Program

2021 ◽  
pp. 1-30
Author(s):  
Stéphanie Caron-Roy ◽  
Sayeeda Amber Sayed ◽  
Katrina Milaney ◽  
Bonnie Lashewicz ◽  
Sharlette Dunn ◽  
...  
Keyword(s):  
British Columbia ◽  
Rural Communities ◽  
Low Income ◽  
Well Being ◽  
Qualitative Description ◽  
Farmers Markets ◽  
Social Connections ◽  
Structured Interviews ◽  
Program Outcomes ◽  
Farmers Market

ABSTRACT Objective: The British Columbia Farmers’ Market Nutrition Coupon Program (FMNCP) provides low-income households with coupons valued at $21/week for 16 weeks to purchase healthy foods in farmers’ markets. Our objective was to explore FMNCP participants’ experiences of accessing nutritious foods, and perceived program outcomes. Design: This study used qualitative description methodology. Semi-structured interviews were conducted with FMNCP participants during the 2019 farmers’ market season. Directed content analysis was used to analyse the data whereby the five domains of Freedman et al’s framework of nutritious food access provided the basis for an initial coding scheme. Data that did not fit within the framework’s domains were coded inductively. Setting: One urban and two rural communities in British Columbia, Canada. Participants: 28 adults who were participating in the FMNCP. Results: Three themes emerged: Autonomy and Dignity; Social Connections and Community Building; and Environmental and Programmatic Constraints. Firstly, the program promoted a sense of autonomy and dignity through financial support, increased access to high-quality produce, food-related education and skill development, and mitigating stigma and shame. Secondly, shopping in farmers’ markets increased social connections and fostered a sense of community. Finally, participants experienced limited food variety in rural farmers’ markets, lack of transportation, and challenges with redeeming coupons. Conclusions: Participation in the FMNCP facilitated access to nutritious foods and enhanced participants’ diet quality, well-being and health. Strategies such as increasing the amount and duration of subsidies, and expanding programs may help improve participants’ experiences and outcomes of farmers’ market food subsidy programs.

Consumer interactions and influences on farmers' market vendors

2007 ◽  
Vol 22 (1) ◽  
pp. 54-66 ◽  
Author(s):  
Alan R. Hunt
Keyword(s):  
Social Interactions ◽  
Environmental Sustainability ◽  
Farmers Markets ◽  
Local Identity ◽  
Farmers Market ◽  
Local Agriculture ◽  
Customer Interaction ◽  
Chemical Inputs ◽  
Consumer Interactions ◽  
Direct Market

AbstractConsumers interact with each other and vendors on a social level at farmers' markets. Some consumer social interactions, such as enjoying the market, talking with farmers about seasonal products and making a trip to the market a family event, are significant and positive influences on spending at farmers' markets as identified through a survey of 216 shoppers at eight farmers' markets in Maine. Vendors at these markets were also surveyed, with 65 of the 81 vendors being farmers. Through direct farmer/consumer relations, farmers indicated a willingness to reduce chemical inputs to meet customer demands, suggesting that customer interaction has the potential to affect environmental quality. By examining the linkages between producers and consumers at a direct market—often embedded with a sense of local identity—there is the potential to better understand social interactions that can support the economic and environmental sustainability of local agriculture.

scholarly journals Examining the Importance of Green Food in the Restaurant Industry: Focusing on Behavioral Intentions to Eat Insects

2021 ◽  
Vol 18 (4) ◽  
pp. 1905
Author(s):  
Jinsoo Hwang ◽  
Hyunjoon Kim
Keyword(s):  
Data Analysis ◽  
Willingness To Pay ◽  
Behavioral Intentions ◽  
Environmentally Friendly ◽  
Restaurant Industry ◽  
Research Model ◽  
Warm Glow ◽  
Psychological Benefits ◽  
Edible Insect ◽  
Green Food

This study analyzed the psychological benefits of environmentally friendly edible insect restaurants, by proposing that three subdimensions of psychological benefits positively affect attitude. Attitude was hypothesized to play an important role in the formation of desire and two subdimensions of behavioral intentions: intentions to use and willingness to pay more. A research model was verified using responses from 419 respondents collected in Korea. Data analysis indicated that (1) warm glow, (2) self-expressive benefits, and (3) nature experiences form attitude and that attitude helps to increase desire, which in turn positively enhances behavioral intentions. The data analysis results supported the importance of the psychological benefits of environmentally friendly edible insect restaurants.

scholarly journals Exploring producers' motivations and challenges within a farmers' market

2020 ◽  
Vol 122 (7) ◽  
pp. 2089-2103
Author(s):  
Rosario Michel-Villarreal ◽  
Eliseo Luis Vilalta-Perdomo ◽  
Martin Hingley
Keyword(s):  
Design Methodology ◽  
Farmers Markets ◽  
Full Time ◽  
Structured Interviews ◽  
Farmers Market ◽  
Content Type ◽  
Food Supply Chains ◽  
Part Time ◽  
Short Food Supply Chains

PurposeThe purpose of this study is to explore food producers' motivations and challenges whilst participating in short food supply chains (SFSCs). This paper compares findings with previous literature and investigates the topic in the context of producers' motivations.Design/methodology/approachThe paper includes a literature review concerning producers' motivations to engage in SFSCs. A case study was designed to investigate motivations underlying producers' engagement in SFSCs, as well as the challenges that they face. Semi-structured interviews were conducted in a farmers' market located in Mexico. Thematic analysis is used to identify the principal issues for producers'. Propositions based on findings are presented.FindingsFindings suggest that small, large, part-time and full-time producers are willing to engage with farmers' markets for diverse primary economic and non-economic motivations. Individual and collective challenges were also identified.Originality/valueThis research helps to explain producers' motivations and challenges within SFSCs in an under-researched context, namely a focus on producers' and in the Global South.

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