Examining Specialty Crop Price Relationships between Farmers Markets and Grocery Stores

Farmers markets across the state of Florida have been increasing in popularity over the past two years. Very little information is available regarding the price relationship between farmers markets and nearby grocery stores. Further investigation of this relationship is necessary and could yield vital infor­mation to support further understanding of pricing trends among these two sources. By obtaining prices from both farmers markets and grocery stores that are closest to each of the markets, consumers will have tangible information regarding which of the two offers the lowest prices for produce. Farmers who participate in the markets will also have a better understanding of how to more competitively price their products and how much pricing affects consumer purchase decision making. Prices at farmers markets represent anywhere from a ten to a 50 per­ cent discounted rate when compared to surrounding grocery stores. Although this trend has so far proven consistent, further research throughout the state of Florida is necessary to test the hypothesis. Many consumers are looking for cheaper alternatives from increasing grocery store prices. By increasing aware­ness of discounted-and often better quality-pro­duce Florida consumers will enjoy savings on their grocery bill and will be more inclined to purchase produce at local farmers markets.