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Little data are publicly available about U.S. spicy pepper (Capsicum sp.) consumers and their type-specific preferences. This research adds to the body of knowledge surrounding the demand side of the U.S. spicy pepper market by providing exploratory data to examine U.S. consumer preferences as they relate to seven common spicy pepper types: cayenne (Capsicum annuum), habañero (Capsicum chinense), jalapeño (C. annuum), New Mexico-type long green and red (C. annuum), paprika (C. annuum), poblano/ancho (C. annuum), and serrano (C. annuum) peppers. Data were collected using an online panel survey of 1104 consumers. Results suggest that jalapeño peppers were the most popular fresh spicy pepper purchased by participating food consumers. Paprika powder, a relatively mild spicy pepper product, was the most widely-consumed dried or ground pepper of the seven studied. Women appear more likely to be non-likers of spicy foods than men (P ≤ 0.05). Responses of this survey group suggest that many consumers enjoy spicy peppers and that consumption varies by pepper type. Finally, the most popular pepper types do not necessarily appear to be the “hottest” or “mildest” of those available in the market.

it was noted that the fair was "largely dependent upon public patronage for its success" (Hamilton, 1912, p. 204); today's fairs still rely on public attendance. To remain competitive, fair managers must seek ways to differentiate the fair from other segments of the events and attractions industry. Moreover, management is increasingly challenged to make informed marketing and planning decisions that ensure the fair experience meets the needs of its clientele. The scarcity of research analyzing US fairs was identified almost two decades ago (Mihalik & Ferguson, 1994), yet little published research has examined this segment of the events and attractions industry in the interim (Marsden, 2010).The viability of agricultural fairs as educational and outreach opportunities for American agriculture, as well as American traditions and social events, may depend on the ability of fair managers to adapt to trends that are driven by changing tastes and preferences in the US events and attractions industry. Using data collected in a nationwide survey of fair managers, this article (1) creates a snapshot of US fairs that can be used to assist stakeholders with identifying fair challenges and opportunities, (2) explores how fair managers define success, and (3) identifies current and future trends influencing the sector, as perceived by fair managers. The fairs represented in the survey are diverse in both scale and scope. Youth involvement and agricultural events remain prevalent in many of the fairs, despite an increased interest in non-agricultural-related entertainment attractions.