This study provides an overview of attitudes, preferences and characteristics of consumers who shop at farmers’ markets. Besides demographics, the characteristics examined in this report include consumption trends of fresh fruits and vegetables in terms of quantity and variety, preferences for...

The purpose of this study was to provide an overview of the attributes of producers who participate in farmers’ markets and to examine different aspects of their operations. In addition to demographics, the characteristics explored in this report include farm size, acreage grown, wholesale and...

Growing concerns about pesticide residues in fresh produce could result in increased demand for low-input agriculture with reduced pesticide residues, and decreased demand for conventional fresh produce. The objective of this study was to empirically evaluate consumer concern about pesticide...

Jersey Fresh retailers and wholesalers feel that the logos are effective in increasing sales. Most feel that the popularity of the logo among the consumers is moderate. The results of this study indicate that the promotional aspect of the program was more popular among all the participant groups...

The majority of consumers report making frequent use of nutritional labeling when purchasing food products. However, certain segments appear to place a greater emphasis on food product labels than others. This study empirically evaluates which demographic characteristics encourage consumers to...

Only 22 percent of surveyed consumers reported making frequent use of food advertisements when purchasing food products. However, certain demographic segments appear to place a greater emphasis on food advertisements than others. This study empirically evaluates which socio-economic...

New Jersey agricultural growers were surveyed to understand their willingness to patronize the Jersey Fresh promotional and quality grading program. Growers’ perceptions of the premium logo and their opinions of the quality grading aspect of the Jersey Fresh Program were collected. Possible...

The Jersey Fresh Program is a leading example of state sponsored agricultural promotion. The program attempts to create consumer awareness through billboards, radio and television advertising, special promotions, and distribution of attractive point-of-purchase materials. This study empirically...