Target Consumers for Locally Grown Fruit in Utah

Applied Economics/2024-09pr

Target Consumers for Locally Grown Fruit in Utah Kynda Curtis, Professor and USU Extension Specialist, Department of Applied Economics Makaylie Langford, USU Extension Intern, Department of Applied Economics Tammy King, Program Assistant, Department of Applied Economics

Introduction

Consumer demand for locally grown foods, meaning foods produced in the state or within 400 miles (Agricultural Marketing Service [AMS], 2023), has increased dramatically over the last three decades. Consumer interest in local foods is well demonstrated by the large growth in the number of farmers markets in the U.S. (see Figure 1). Research shows that there are consumer groups (market segments) willing to pay premiums for locally grown foods, especially those carrying labels of assurance, such as “Utah’s Own,” “Nevada Grown,” etc. (Capelli et al., 2022). Consumer preferences for locally grown foods is often attributed to perceptions that local foods are fresher, more ﬂavorful, and of higher quality, and purchasing local supports farmers and the community (Klavinski, 2013; McCurdy, 2022). Additionally, health and nutritional concerns support beliefs that locally grown produce, especially fruit, picked at peak ripeness, has higher concentrations of essential nutrients and vitamins.

Keys to Reaching Target Consumers 1. Emphasize health and quality. Highlight the health beneﬁts, superior taste, and safety of local and specialty-labeled products. 2. Promote local and organic. Focus on organic and locally produced foods, stressing their positive impact on local farmers and communities. 3. Educate consumers. Provide information on labeling programs, nutritional facts, and ingredient lists, appealing to their tendency to review such details and educate themselves. 4. Provide convenient access. Ensure easy access to these products through farmers markets, local stores, and subscription services or community-supported agriculture (CSA) programs. These direct-to-consumer outlets also appeal to their sense of community and supporting farmers. 5. Market to young families. As this demographic was willing to pay more, tailor messages that resonate with this audience, including convenience, family health, and sustainability. 6. Emphasize lifestyle connection. Connect product beneﬁts to their active, health-conscious lifestyles, emphasizing fresh, minimally processed foods without additives.

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Target Consumers for Locally Grown Fruit in Utah

Published on Sep 27, 2024

Utah State University Extension

"Consumer demand for locally grown foods, meaning foods produced in the state or within 400 miles (Agricultural Marketing Service [AMS], 2023), has increased dramatically over the last three decades. Consumer interest in local foods is well demonstrated by the large growth in the number of farmers markets in the U.S. (see Figure 1). Research shows that there are consumer groups (market segments) willing to pay premiums for locally grown foods, especially those carrying labels of assurance, such as “Utah’s Own,” “Nevada Grown,” etc. (Capelli et al., 2022). Consumer preferences for locally grown foods is often attributed to perceptions that local foods are fresher, more ﬂavorful, and of higher quality, and purchasing local supports farmers and the community (Klavinski, 2013; McCurdy, 2022). Additionally, health and nutritional concerns support beliefs that locally grown produce, especially fruit, picked at peak ripeness, has higher concentrations of essential nutrients and vitamins."