Locally grown food is gaining popularity and increasing its prevalence holds potential for broad social, economic and environmental benefits. Season extension technologies such as hoop houses offer a solution to limited growing seasons, a major constraint in many areas, enhancing efforts to supply locally grown food. This paper discusses research conducted at three Michigan farmers' markets, locations where Michigan farmers utilizing hoop houses currently sell their produce. The research measures consumers' willingness to buy local produce at extended season markets using a set of four complementary methods: dot poster surveys, written surveys, focus groups and experimental auctions. Building upon prior research on attributes that create value for local foods (spatial proximity, food quality and relationships between farmers and consumers), our results inform farmers' choice of marketing mix. We find consumers willing to pay a premium for large quantities of locally grown produce, with many placing highest value on products grown in Michigan. We conclude that extended season farmers' markets supplied by hoop house grown produce create an opportunity for farm viability and further development of the market for locally grown food.

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Two studies were conducted to determine consumer interest in fresh, in-shell edamame [Glycine max (L.) Merrill] and acceptance of two edamame-based patties. An in-store consumer research study was conducted in metropolitan Philadelphia to determine consumer demand for and interest in fresh, in-shell edamame. In fall 2004, plastic clamshells of edamame were placed in the produce department of four supermarkets. Consumers who purchased the clamshells were asked to return a survey that was attached to the container. Of the 480 clamshells that were delivered to the four selected supermarkets, 312 (65.0%) were purchased and 33 (10.6%) of the surveys were returned. All respondents indicated that they had heard of or were familiar with edamame before purchasing the container, and 81.2% had previously purchased edamame. Results indicate that 51.6% of respondents were more likely to purchase the edamame because it was grown in Pennsylvania, and 84.4% were more likely to purchase it because it was grown without the use of pesticides. In addition, a friend's recommendation, price, and sample of the product at the supermarket were rated highest among factors likely to affect respondents' purchasing decisions regarding new produce items. Based on the total number of packages sold and conversations with produce department managers, there appears to be a demand for fresh, in-shell edamame among supermarket consumers in metropolitan Philadelphia. A second study involving a consumer sensory evaluation was conducted in Feb. 2005 to determine consumer acceptance of two edamame-based patties. A total of 209 adults were involved, with 106 participants sampling the edamame-based patties on the first day and 103 sampling on the second day. Participants were asked to rate the patty they sampled on overall appeal, appearance, and flavor on a scale of 1 to 9 points (1 point being “dislike extremely” and 9 points being “like extremely”). Overall mean liking for the two patties was 6.38 points and 6.58 points, and mean liking for flavor was 6.44 points and 6.83 points on days 1 and 2 respectively. Based on the sample evaluated, 43.4% and 35.9% of participants, each day, indicated that they “probably would buy” or “definitely would buy” this item from a supermarket. Results suggest that consumers found the two edamame-based patties acceptable, indicating the potential for commercial production. Across the two studies, consumers expressed interest in purchasing fresh, in-shell edamame and edamame-based patties from a supermarket.

Recently, the U.S. Department of Agriculture (USDA) has pushed to increase the number of farmers markets that accept Supplemental Nutrition Assistance Program (SNAP) benefits (formerly known as food stamps) via Electronic Benefits Transfer (EBT). However, a small percentage of farmers markets accept SNAP and little is known of the experience of the farmer-vendors who participate in central terminal model EBT programs at farmers markets. The objective of this exploratory study was to elucidate farmers’ attitudes regarding central terminal model EBT programs at selected Michigan farmers markets. This study used qualitative research methods and a case approach. Thirty-two farmers that participated in central terminal model EBT programs at farmers markets were interviewed. Three main themes emerged. First, based on their experiences, farmers expressed a positive attitude toward central terminal model EBT programs at farmers markets. Second, positive attitudes were often associated with the view that market managers had made it easy for farmers to accept EBT benefits and freed them from the administrative burdens of redemption and federal reporting. Third, farmers believed that accepting food assistance benefits attracted new customers to the farmers market thus expanding their customer base. While these results may not be reflective of farmers’ attitudes in other regions, the themes that emerged highlight topics that may be important considerations when making future decisions about the expansion of electronic food assistance programs at farmers markets.