Consumer attitudes toward locally grown produce

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peer-reviewed research article

Consumer attitudes toward locally grown produce

authors

Christine M. Bruhn, UC Davis
Paul M. Vossen
Erin Chapman
Suzanne Vaupel

publication information

California Agriculture 46(4):13-16. DOI: 10.3733/ca.v046n04p13. July-August 1992.

abstract

Can small farmers in California achieve greater profits through promotion of “locally grown” produce? Interviews and sales data indicate that consumers are attracted to locally grown produce, but not if the quality is poor or the price is more than they are used to spending. When markets advertise high-quality, locally grown produce at a fair price, produce sales increase.

author affiliations

C. M. Bruhn is Extension Specialist, Food Science and Technology, UC Davis; P. M. Vossen is Cooperative Extension Farm Advisor, Sonoma County; E. Chapman was formerly with the UC Small Farm Center; S. Vaupel is an independent consultant.

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