Consumer Awareness of and Interest in Purchasing Locally-Produced Food Products

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Gina Garrett and Heather Adams.
Dr. Michael Seipel, Faculty Mentor, 2000.

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Shoppers at the Kirksville Hy-Vee were surveyed November 9-16, 1999 to determine their awareness of and interest in purchasing locally produced food products. One hundred seventy-two consumers, aged 17-84, participated in the survey. The results of the survey showed that consumers were highly aware of locally produced vegetables, fruits, eggs, beef, and pork. The results also showed that consumers had a high interest in purchasing locally produced fruits or vegetables and a moderate interest in purchasing locally produced eggs and meat. We determined a target market for locally produced beef, pork, and poultry after further analysis of the survey results. Those highly interested in purchasing meat live in larger households outside of Kirksville, have a lower level of formal education, and are willing to pay more for local products. We also defined a target market for locally produced fruits and vegetables. These consumers live in larger households and are female.