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Price Differences across Farmers’ Markets, Roadside Stands, and Supermarkets in North Carolina

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  • Natalie H. Valpiani
  • Parke E. Wilde
  • Beatrice L. Rogers
  • Hayden G. Stewart

Abstract

Whether direct farmer-to-consumer outlets compete with supermarkets on produce prices remains an empirical question; marketing costs are not consistently higher in one retail channel or the other. This study compared prices of 29 fruits and vegetables across North Carolina farmers’ markets, roadside stands, and supermarkets. Larger farmers’ markets had higher prices: three fruits and one vegetable were cheaper at a direct outlet, while four vegetables were cheaper at supermarkets. Weighting item prices by consumption share attenuated differences in mean price across outlets. Direct-retail outlets are price competitive and should be considered among other tools to boost fresh fruit and vegetable intake.

Suggested Citation

  • Natalie H. Valpiani & Parke E. Wilde & Beatrice L. Rogers & Hayden G. Stewart, 2016. "Price Differences across Farmers’ Markets, Roadside Stands, and Supermarkets in North Carolina," Applied Economic Perspectives and Policy, Agricultural and Applied Economics Association, vol. 38(2), pages 276-291.
    • Handle: RePEc:oup:apecpp:v:38:y:2016:i:2:p:276-291.
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    References listed on IDEAS

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    5. Dong, Diansheng & Lin, Biing-Hwan, 2009. "Fruit and Vegetable Consumption by Low-Income Americans: Would a Price Reduction Make a Difference?," Economic Research Report 55835, United States Department of Agriculture, Economic Research Service.
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    Cited by:

    1. Youzhu Li & Jinsi Liu & Hongyu Yang & Jianxin Chen & Jason Xiong, 2021. "A Bibliometric Analysis of Literature on Vegetable Prices at Domestic and International Markets—A Knowledge Graph Approach," Agriculture, MDPI, vol. 11(10), pages 1-17, September.
    2. Chao-Jung R. Chen & Tun-Hsiang Edward Yu & Rachel J. C. Fu, 2021. "Strategic Management for Community-Based Markets: From Consumers’ Perspectives and Experiences," Sustainability, MDPI, vol. 13(10), pages 1-18, May.
    3. Stewart, Hayden & Dong, Diansheng, 2018. "The Relationship Between Patronizing Direct-to-Consumer Outlets and a Household’s Demand for Fruits and Vegetables," Economic Research Report 276254, United States Department of Agriculture, Economic Research Service.
    4. Stewart, Hayden & Dong, Diansheng, 2018. "How strong is the demand for food through direct-to-consumer outlets?," Food Policy, Elsevier, vol. 79(C), pages 35-43.

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