Different definitions and great expectations: Farmers' market consumers and local foods

Abstract

Farmers' markets and local foods are popular among today's consumers. Despite this popularity, researchers have only begun to fully understand the farmers' market consumer. The study discussed in this article involved a sample of 485 farmers' market consumers from across the United States and was designed to provide a better understanding of how farmers' market consumers define the term local food and what characteristics these consumers expect from local foods. Differences among the definitions and characteristics relative to demographic variables were explored. The article concludes with marketing considerations for producers and market managers and implications for Extension professionals.