Marketability of Low-input Agricultural Produce

Marketability of Low-input Agricultural Produce

Summary

The question of marketability is of particular concern to farmers considering raising fresh produce in such programs as integrated pest management where attempts are made to reduce chemical inputs by substituting other techniques. There is considerable uncertainty as to how such produce might be marketed, specifically in pricing, advertising and promotions. This project will investigate the marketability of low-input fresh vegetable and fruit produce through a set of consumer surveys and market tests in New Jersey. The project team includes researchers, extension professionals and farmers.

Objectives

(1) Complete surveys to evaluate consumer perceptions and attitudes concerning fresh produce in regard to factors such as quality, local vs. non-local source, appearance and production methods.

(2) Combine attitudinal data with demographic data to identify market segments at which promotional and advertising efforts should be aimed.