University of California

Consumer attitudes toward locally grown produce


Christine M. Bruhn
Paul M. Vossen
Erin Chapman
Suzanne Vaupel

Authors Affiliations

C. M. Bruhn is Extension Specialist, Food Science and Technology, UC Davis; P. M. Vossen is Cooperative Extension Farm Advisor, Sonoma County; E. Chapman was formerly with the UC Small Farm Center; S. Vaupel is an independent consultant.

Publication Information

Hilgardia 46(4):13-16. DOI:10.3733/ca.v046n04p13. July 1992.

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Can small farmers in California achieve greater profits through promotion of “locally grown” produce? Interviews and sales data indicate that consumers are attracted to locally grown produce, but not if the quality is poor or the price is more than they are used to spending. When markets advertise high-quality, locally grown produce at a fair price, produce sales increase.

Bruhn C, Vossen P, Chapman E, Vaupel S. 1992. Consumer attitudes toward locally grown produce. Hilgardia 46(4):13-16. DOI:10.3733/ca.v046n04p13
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