Marketing locally produced foods: Consumer and farmer opinions in Washington County, Nebraska

Abstract

Local food system potentials were studied in Washington County, Nebraska. As a departure from most studies of locally based systems, farmers were surveyed in addition to consumers for potential participation. Data about the current food system and opinions and preferences for local production, marketing, and purchasing of food were collected using selfadministered mail questionnaires. The response rate was 35% for the farmer survey and 37% for the consumer survey. Results indicated that, on the farming side of the food system, conventional corn and soybean production and marketing predominated in Washington County, and farmer interest in producing for local markets was low. Consumers reported a high level of interest in purchasing food from farmers' markets, local grocery stores, local restaurants and directly from farms, and indicated a willingness to pay a price premium for local foods. They also reported that quality and taste were the most important factors in food purchase decisions, but environmentally friendly production and support for local farmers were also important. We conclude that there is tremendous potential for local marketing of farm products, but that there is a large gap between consumer demand and willingness of farmers to meet this demand. Further study of motivations and opinions of farmers is needed, in addition to determining production thresholds for the number of farms and farmers needed to meet local food demands.

Consumer Preference for Locally Grown Produce: An Analysis of Willingness-to-Pay and Geographic Scale

“…A premium for food items produced in-state has been demonstrated by Giraud, Bond, and Bond (2005). Schneider and Francis (2005) demonstrate a price premium for food produced in-county. Specifically, our survey used the following intervals: the Midwest, Indiana, the Tri-State, and Vanderburgh County, Indiana.…”

Purchase of local food products during trips by international visitors

“…The qualities associated with local products include being fresh, tasty, nutritious and healthy, and safe (Aprile et al, 2016). All these aspects could drive consumers' evaluation of local food products and encourage them to pay a price premium in this regard (Aprile et al, 2012;Caputo et al, 2013;Carpio & Isengildina-Massa, 2009;Schneider & Francis, 2005). Local food products are conceptualized as authentic products that symbolize a specific place and culture (Sims, 2009).…”

Close to Home: The Drive for Local Food

“…Though local markets may encourage human connections and direct interaction on some level, they are still places where relationships can be commodified by providing an alternative to "monoculture market economy" without challenging the fundamental commodification of food (Hinrichs, 2000). Further, one primary reason many people do not participate directly in local food systems is because it lacks convenience: they want food to be available when and where they desire (Cone & Myhre, 2000;Schneider & Francis, 2005;Stephenson & Lev, 2004). For example, for families who participate in a CSA one year but do not renew their membership the following year, the inconvenience factor is the primary reason: working with in-season produce each week requires a significant change in most people's lifestyles (Cone & Myhre, 2000).…”

“…While numerous studies show that many consumers do indeed want local food (Bond, Thilmany, & Bond, 2006;Brown, 2003;Institute of Agriculture and Natural Resources [IANR], 2003;Izumi, Rostant, Moss, & Hamm, 2006;Schneider & Francis, 2005;Sonnino, 2009;Starr, Card, Benepe, Auld, Lamm, Smith, & Wilken, 2003;Stephenson & Lev, 2004;Vallianatos, Gottlieb, & Haase, 2004;Vogt & Kaiser, 2008), their reasons for it are variable enough that some could potentially be met through nonlocal means (such as quality or concerns over food safety). Crews, food that is not turned into value-added products is sent into the world market, sometimes for sale and sometimes as food aid.…”