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Alabama Restaurant Preferences and Willingness to Pay for Local Food: A Choice Based Approach

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  • Reynolds-Allie, Kenesha
  • Fields, Deacue

Abstract

Direct marketing to restaurants has become increasingly popular as chefs desire high quality, fresh foods to meet the demand of their customers who are becoming more health conscious. Restaurants accounted for approximately 70 percent of the 2009 total food expenditures, and as a result represent a tremendous potential for developing a sustainable network with local growers. This study seeks to determine restaurant/chefs’ preferences for local food in Alabama using choice based conjoint analysis, as well as, determine challenges faced by restaurants interested in purchasing locally. Availability and lack of knowledge are found to be the major barriers to purchasing locally. Results also suggest there is great potential for direct marketing to restaurants in Alabama that producers are not currently utilizing.

Suggested Citation

  • Reynolds-Allie, Kenesha & Fields, Deacue, 2011. "Alabama Restaurant Preferences and Willingness to Pay for Local Food: A Choice Based Approach," 2011 Annual Meeting, February 5-8, 2011, Corpus Christi, Texas 98822, Southern Agricultural Economics Association.
  • Handle: RePEc:ags:saea11:98822
    as

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    File URL: http://ageconsearch.umn.edu/record/98822/files/Restaurant%20Preferences.pdf
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    References listed on IDEAS

    as
    1. Shermain D. Hardesty, 2008. "The Growing Role of Local Food Markets," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 90(5), pages 1289-1295.
    2. Cheryl Brown & Stacy Miller, 2008. "The Impacts of Local Markets: A Review of Research on Farmers Markets and Community Supported Agriculture (CSA)," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 90(5), pages 1298-1302.
    3. Dawn Thilmany & Craig A. Bond & Jennifer K. Bond, 2008. "Going Local: Exploring Consumer Behavior and Motivations for Direct Food Purchases," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 90(5), pages 1303-1309.
    4. Jayson L. Lusk & F. Bailey Norwood, 2005. "Effect of Experimental Design on Choice-Based Conjoint Valuation Estimates," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 87(3), pages 771-785.
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    Keywords

    Agribusiness;

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