The COVID‐19 pandemic and associated public health and social distancing mandates caused unprecedented shifts and disruptions for local and regional food systems (LRFS). The pandemic also brought new and heightened attention to the structure and resiliency of US food systems, and LRFS appeared to be positioned to significantly increase the scope and scale of their market reach as a result. Researchers from three universities collaborated with staff from the U.S. Department of Agriculture’s Agricultural Marketing Service to recruit leaders from sixteen key coalitions within the U.S. LRFS sector to frame an adaptive, community‐driven set of applied research activities to understand important themes, learn from effective responses and gain insights into how local and regional supply chains may change post‐pandemic. In this paper, we summarise urgent and emergent strategies and innovations from LRFS captured in a fall 2020 consumer survey, with additional insights on how the survey was framed and interpreted, considering synthesis of collaborative discussions and project team interactions. We conclude the article with a set of research, policy and technical assistance priorities that were identified and validated by this LRFS network.

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Purpose This study aims to determine whether consumers are willing to pay a premium for locally produced hard apple cider and examine the factors influencing this premium. This study examines the influence of hard apple cider attributes and consumer characteristics on consumer preferences for local hard apple cider. Design/methodology/approach Data from a 2019 survey of 875 Tennessee consumers regarding their preferences for a local hard apple cider were obtained. Probit estimates were used to calculate the premium consumers were willing to pay for a locally made hard apple cider and factors influencing this premium. A multivariate probit was used to ascertain factors influencing the importance of attributes (e.g. heirloom apples, sweetness/dryness, sparking/still and no preservatives added) on local hard apple cider preference. Findings Consumers would pay a $3.22 premium for local hard apple cider compared with a $6.99 reference product. Local foods preferences, urbanization, weekly purchases of other alcoholic beverages and shopping venues influenced premium amounts. Other important attributes were sweetness/dryness and no preservatives. Influence of consumer demographics suggests targeted marketing of local ciders could be successful. Originality/value Few studies examine consumer preferences for hard apple ciders. This study represents a cross-sectional analysis of the premium consumers would pay for local hard apple ciders and the importance of other hard apple cider attributes.

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