Consumer attitudes toward locally grown produce
California Agriculture 46(4):13-16. DOI: 10.3733/ca.v046n04p13.
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.
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.