Consumer Preferences for Tomatoes: The Influence of Local, Organic, and State Program Promotions by Purchasing Venue

A choice experiment of consumers from five Mid-Atlantic states was conducted to compare marginal willingness to pay for fresh tomatoes with the attributes locally grown, state marketing program promoted, and organic from either a grocery store or farmers’ market. Data were analyzed using a mixed logit model. Results show that consumers in Maryland, Pennsylvania, and Virginia prefer local tomatoes, while those in Delaware and New Jersey prefer state program versions. Unexpectedly, price premiums for organic over conventional tomatoes were only exhibited in Maryland, and Virginia was the only state with a significant premium for the farmers’ market venue.