The purpose of this study was to highlight locally grown ethnic greens and herbs purchases due to concern about food miles and associated impact on purchasing these greens and herbs. A telephone survey was conducted in 16 East Coast states and Washington D.C., May through October of 2010, to...

Many universities are now marketing agricultural products including beef and dairy. The objective of the study was to examine the role of university brand affiliation in promoting locally produced food, particularly grass-fed beef. It is expected that other local producers will use the results...

The majority of consumers surveyed (77 percent) report awareness of the Jersey Fresh, state-sponsored promotional program. However, certain segments appear more likely to be familiar with Jersey Fresh and its logos than others are. Behavioral and demographic models were constructed to evaluate...

The primary objective of this study is to predict Puerto Rican consumer’s willingness to pay a premium for ethnic produce. Particularly, this paper analyzes the effects of Puerto Rican consumers’ socio-economic characteristics and their expressed value judgments on their...

This project was supported by the Specialty Crop Research Initiative of the National Institute of Food and Agriculture, USDA, Grant # 2009-51181-06035. Trade in fresh fruits and vegetables has raised concerns about the distance food travels, food cost, freshness, and climate change associated...

This project was supported by the Federal-State Marketing Improvement Program (FSMIP), USDA, Grant # 2009-51181-06035. In the U.S. agricultural system, small and medium-sized farmers with limited land and capital resources are unable to compete in the national commodity markets. Direct marketing...