Picking up Pawpaws: An Evaluation of Consumer Willingness to Sample Unusual Regional Products

Product sampling is a widely used strategy to introduce consumers to unusual products in an effort to build market penetration and demand. Two products that are especially popular in the mid-south of the U.S. include pawpaw fruits and sorghum syrup. This study examines regional differences of consumer interest sampling products made from pawpaws and sorghum syrup in farmers markets while considering possible spatial and demographic characteristics influencing consumer interest. The results showed stronger state-by-state differences for sorghum products than for pawpaw products with particularly higher likelihood to sample products in the deep southern states.