Biermacher, Jon Upson, Steve Miller, David Pittman, Dusty
Abstract
Information regarding the economic potential of producing and retailing vegetables in rural communities is limited. This study determined the actual net return from producing and on-site retailing a mix of produce in a rural Oklahoma community and determined if consumers in the region were willing to pay differentiated prices for the locally grown vegetables. Although the project did not generate a profit, a wealth of insightful information was gained. Results show that a substantial number of consumers were willing to pay premiums for certain types of produce; however, there were not enough such consumers to overcome the production and harvesting expenses.
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