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What Matters in Consumer Berry Preferences: Price? Source? Quality?

Author

Listed:
  • Ernst, Stanley C.
  • Batte, Marvin T.
  • Darby, Kim
  • Worley, C. Thomas

Abstract

This paper reports on initial data collection for the consumer-preference objective in the three-year research project, "An Extended-Season Barry Production and Marketing System to Enhance Viability of Small Appalachian Farms and Rural Communities." This USDA NRI-funded project studies impacts on small farms and rural communities of widespread adoption of a unique full-season system of berry production with sales to high-value markets. Small-acreage farms in Southern Ohio and similar Appalachian regions are looking for alternatives that may approach the per-acre returns of traditional tobacco production. Small fruit crops have similar production requirements (labor and management intensive, small acreage) and can provide a significant income that more closely approaches tobacco than do many other alternatives. The overall project combines research on the required production system, on marketing strategies for high-value berries and berry products produced in this region, and on the impact such production and processing may have on case-study communities. This report relates to work to understand attributes consumers value in the market that may inform producers on marketing strategies.

Suggested Citation

  • Ernst, Stanley C. & Batte, Marvin T. & Darby, Kim & Worley, C. Thomas, 2006. "What Matters in Consumer Berry Preferences: Price? Source? Quality?," Journal of Food Distribution Research, Food Distribution Research Society, vol. 37(1), pages 1-4, March.
    • Handle: RePEc:ags:jlofdr:8548
    DOI: 10.22004/ag.econ.8548
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    Cited by:

    1. Vukasovič, Tina, 2015. "Attitudes towards organic fruits and vegetables," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 16(1), pages 1-15.
    2. Moser, Riccarda & Raffaelli, Roberta & Thilmany, Dawn D., 2011. "Consumer Preferences for Fruit and Vegetables with Credence-Based Attributes: A Review," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 14(2), pages 1-22, May.

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