Applied Economics/2025-03pr
Utah Farmers Market Consumer Preferences for Local Cut Flowers Alison Bingham, USU Extension Intern, Department of Applied Economics Kynda Curtis, Professor and USU Extension Specialist, Department of Applied Economics Makaylie Langford, Research Assistant, Department of Applied Economics
Introduction Cut flower production in Utah is a rapidly growing industry. The number of cut flower farms in Utah increased from approximately 20 farms in 2018 to over 200 in 2023. As of 2023, approximately 40 acres were devoted to cut flower production in Utah (Langford et al., 2023). According to a study evaluating the economic impact of the cut flower industry on Utah’s economy (Ward & Stock, 2022), the average revenue per acre in cut flower production was $64,000, demonstrating that cut flower production is potentially a very profitable business option on urban and small farms. Farmers markets have been a popular outlet for locally grown foods and other products over the last several decades as consumer interest in purchasing directly from growers at direct-to-consumer markets has grown. Consumers seek fresh, high-quality, local products, as well as seasonal and unique options (Gumirakiza et al., 2015; Bosworth et al., 2015). Hence, direct-to-consumer markets offer a unique opportunity for local cut flower growers to market their products, but there is little information available on consumer preferences for local cut flowers at farmers markets. As growers look to expand their businesses, market information will be vital to their planning and long-term sustainability. In this fact sheet, we review the results of a 2024 study examining consumer preferences for local cut flowers at Utah farmers markets. Study data were collected in person via Qualtrics at six farmers markets across northern Utah, with 51 total responses. We discuss farmers market consumer purchasing preferences, familiarity with labeling programs, and preferred flower colors and varieties. Additionally, the factors influencing consumer decisions when purchasing cut flowers and the product information they rely on are discussed. 1