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 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...

Organic production has been practiced in the U.S. since the late 1940s. The distinction between organic and conventional produce is that organic produce is grown with a maximum of five percent synthetic pesticide residues and no prohibited USDA substance can be used on the land three years prior...

This study provides an overview of attitudes, preferences and characteristics of consumers who shop at farmers’ markets. Besides demographics, the characteristics examined in this report include consumption trends of fresh fruits and vegetables in terms of quantity and variety, preferences for...

Pesticide residue has repeatedly been documented as a leading source of food safety concern among consumers. While many studies have presented aggregate, descriptive illustrations of consumer response to Integrated Pest Management (IPM), consumer willingness-to-pay a premium for IPM produce and...

This paper investigates the relationships between country of origin labeling (COOL) issues and consumers concern about safety and health towards using of foreign produce. Results show that those who were married, self employed, had higher incomes, or possessed more education were more likely to...