Applied Economics/2025-01pr
Utah Strawberries: Consumer Consumption and Purchasing Preferences Makaylie Langford, Research Assistant, Department of Applied Economics Kynda Curtis, Professor and USU Extension Specialist, Department of Applied Economics
Introduction
Highlights Strawberry production in Utah has experienced • Strawberry production in Utah has significant changes over the years. Historically, the potential, especially through using seasonstate boasted abundant strawberry fields, particularly extension technologies. in areas like Pleasant Grove, which has celebrated the • Survey participants rated price as the most annual Strawberry Days festival since 1921. However, important factor in their fruit purchasing urban development and climate change have led to a decisions, followed by taste, appearance, decline in strawberry production (Booker, 2023). color, and freshness. Despite these challenges, strawberries continue to be • Strawberries were among respondents’ cultivated in Utah, with various farming techniques most-consumed fruit. adapted to the state's climatic conditions. High tunnel • Locally grown strawberries were valued systems, for example, are employed to extend the over organic and other specialty labels. growing season, allowing for earlier spring harvests and, in some cases, late fall production. These structures can greatly increase temperatures over outside conditions, enhancing yield and fruit quality (Rowley et al., 2010). While strawberry production in Utah has the potential to be financially feasible for growers in Utah and surrounding areas, especially through using season-extension technologies (Maughan et al., 2015), it’s important that growers understand the market (consumer needs and preferences) to enhance their production, marketing, and financial decisions. This fact sheet is the first of two discussing the results of a study on consumer preferences and willingness to pay (pricing) for fresh strawberries. The study was conducted on the Logan, Utah, campus of Utah State University (USU) in August 2024, and participants were recruited via campus emails, flyers, and social media posts targeted at the greater Logan community. A total of 116 study participants completed a sensory taste test of organically, locally, and conventionally grown strawberry samples, followed by a survey that included 1