Applied Economics/2024-04pr
Consumer Perceptions and Preferences for Utah Fresh and Packaged Fruit Makaylie Langford, USU Extension Intern, Department of Applied Economics Kynda Curtis, Professor and USU Extension Specialist, Department of Applied Economics Marcelo Pignatari, Graduate Research Assistant, Department of Applied Economics
Introduction
From Brigham City’s Peach Days to Strawberry Days in Pleasant Grove, Utah continues its tradition of celebrating its fruit-growing heritage. Travelers along I-15 between Perry and Willard, Utah, still pass through acres of fruit orchards, known as “Utah’s Famous Fruit Way” (Doyle, 2021). Further south, near Payson and Santaquin, cherry orchards line the freeway, producing fruit that may be sold fresh or processed and incorporated into products sold locally, statewide, or distributed to distant markets (O’Donoghue, 2023). Fruit production significantly contributes to Utah’s economy. Utah’s largest fruit crop, tart cherries, was valued at $7.9 million in 2023 (National Agricultural Statistics Service [NASS], 2023). In 2022, 3,714 acres in Utah were dedicated to tart cherry production, producing more than 32.5 million pounds of tart cherries (NASS, 2022; NASS, 2023). Peaches are second to tart cherries in both acres cultivated and tons of fruit produced, as 1,310 acres of peaches are cultivated in Utah. Apple production is similar, with 1,104 acres dedicated to apple cultivation (NASS, 2022). Local fruit production offers benefits beyond mere economic Beyond economic gains, local fruit gains. Previous studies show that consumers are willing to pay production ensures fruit harvest at more for locally grown foods (Capelli et al., 2022). Consumer peak ripeness and higher nutrient preferences for local foods often stem from the belief that local concentrations, improves food safety, produce is fresher, more flavorful, and of higher quality than and preserves farmland and green fruit transported and stored for longer periods of time spaces within communities. (Klavinski, 2013; McCurdy, 2022). The shorter time between harvest and consumption ensures that fruit is picked at peak ripeness and may have higher concentrations of essential nutrients like potassium, phosphorus, Vitamin C, and Vitamin A. The shorter supply chain minimizes the risk of contamination, improving food safety (Capelli et al., 2022, Klavinski, 2013; McCurdy, 2022). Additionally, the shorter distance required for food to travel from farm 1