IDEAS home Printed from https://ideas.repec.org/a/ags/jlofdr/240771.html
   My bibliography  Save this article

Narrowing the Gap: Preference and Awareness of Florida Strawberries

Author

Listed:
  • Ruth, Taylor K.
  • Rumble, Joy N.
  • Settle, Quisto

Abstract

Consumers may prefer local food but do not always purchase it. A mixed methods research design was used to determine if there were differences between consumers’ preferences for Florida strawberries and their awareness of the state’s strawberry season. Using focus groups, researchers found that consumers preferred to purchase Florida strawberries but did not seek them out. In addition, consumers had limited knowledge of Florida’s strawberry season. Five hundred Floridians were surveyed to understand their knowledge of and preferences for Florida berries. Findings indicate that food distributors should use advertisements that reinforce the positive attributes of Florida produce, along with information on the growing season, in order to increase awareness and promote sales of Florida strawberries.

Suggested Citation

  • Ruth, Taylor K. & Rumble, Joy N. & Settle, Quisto, 2016. "Narrowing the Gap: Preference and Awareness of Florida Strawberries," Journal of Food Distribution Research, Food Distribution Research Society, vol. 47(2), pages 1-18, July.
    • Handle: RePEc:ags:jlofdr:240771
    DOI: 10.22004/ag.econ.240771
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/240771/files/7_Ruth_119.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.240771?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Verbeke, Wim & Roosen, Jutta, 2009. "Market Differentiation Potential of Country-of-origin, Quality and Traceability Labeling," Estey Centre Journal of International Law and Trade Policy, Estey Centre for Law and Economics in International Trade, vol. 10(1), pages 1-16.
    2. Onken, Kathryn A. & Bernard, John C., 2010. "Catching the "Local" Bug: A Look at State Agricultural Marketing Programs," Choices: The Magazine of Food, Farm, and Resource Issues, Agricultural and Applied Economics Association, vol. 25(1), pages 1-7.
    3. Jefferson-Moore, Kenrett Y. & Robbins, Richard D. & Johnson, Daniel & Bradford, Jackie, 2014. "Consumer Preferences for Local Food Products in North Carolina," Journal of Food Distribution Research, Food Distribution Research Society, vol. 45(1), pages 1-6, March.
    4. Becot, Florence & Conner, David & Nelson, Abbie & Buckwalter, Erin & Erickson, Daniel, 2014. "Institutional Demand for Locally-Grown Food in Vermont: Marketing Implications for Producers and Distributors," Journal of Food Distribution Research, Food Distribution Research Society, vol. 45(2), pages 1-19, July.
    5. Zepeda, Lydia & Li, Jinghan, 2006. "Who Buys Local Food?," Journal of Food Distribution Research, Food Distribution Research Society, vol. 37(3), pages 1-11, November.
    6. Perrea, Toula & Mamalis, Spyridon & Melfou, Katerina & Papanagiotou, Panoraia & Krystallis, Athanasios, 2015. "Exploring The Moderating Role of Consumer Ethnocentrism on Consumer Value Perceptions Towards Own-Country Geographic Indication (GI) Foods," 145th Seminar, April 14-15, 2015, Parma, Italy 200229, European Association of Agricultural Economists.
    7. David Conner & Kathryn Colasanti & R. Brent Ross & Susan B. Smalley, 2010. "Locally Grown Foods and Farmers Markets: Consumer Attitudes and Behaviors," Sustainability, MDPI, vol. 2(3), pages 1-15, March.
    8. Patterson, Paul M., 2006. "State-Grown Promotion Programs: Fresher, Better?," Choices: The Magazine of Food, Farm, and Resource Issues, Agricultural and Applied Economics Association, vol. 21(1), pages 1-6.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Yamna Erraach & Fatma Jaafer & Ivana Radić & Mechthild Donner, 2021. "Sustainability Labels on Olive Oil: A Review on Consumer Attitudes and Behavior," Sustainability, MDPI, vol. 13(21), pages 1-23, November.
    2. Demartini, Eugenio & Ricci, Elena Claire & Mattavelli, Simone & Stranieri, Stefanella & Gaviglio, Anna & Banterle, Alessandro & Richetin, Juliette & Perugini, Marco, 2018. "Exploring Consumer Biased Evaluations: Halos Effects of Local Food and of Related Attributes," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 9(4), August.
    3. Petra Šánová & Jitka Svobodová & Adriana Laputková, 2017. "Using Multiple Correspondence Analysis to Evaluate Selected Aspects of Behaviour of Consumers Purchasing Local Food Products," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 65(6), pages 2083-2093.
    4. Velandia, Margarita & Clark, Christopher D. & Lambert, Dayton M. & Davis, James A. & Jensen, Kimberly & Wszelaki, Annette & Wilcox, Michael D., 2014. "Factors Affecting Producer Participation in State-sponsored Marketing Programs: The Case of Fruit and Vegetable Growers in Tennessee," Agricultural and Resource Economics Review, Cambridge University Press, vol. 43(2), pages 249-265, August.
    5. Bošková, Iveta & Ratinger, Tomáš & Kličková, Kristýna, 2016. "The food industry structure under the effect of increasing number of regional products and small processing entities in the Czech Republic," 149th Seminar, October 27-28, 2016, Rennes, France 244898, European Association of Agricultural Economists.
    6. Stewart, Hayden & Dong, Diansheng, 2018. "How strong is the demand for food through direct-to-consumer outlets?," Food Policy, Elsevier, vol. 79(C), pages 35-43.
    7. Marilyn Sitaker & Jane Kolodinsky & Weiwei Wang & Lisa C. Chase & Julia Van Soelen Kim & Diane Smith & Hans Estrin & Zoe Van Vlaanderen & Lauren Greco, 2020. "Evaluation of Farm Fresh Food Boxes: A Hybrid Alternative Food Network Market Innovation," Sustainability, MDPI, vol. 12(24), pages 1-25, December.
    8. Janina Knuck & Sebastian Hess, 2023. "Who buys regional fresh milk brands? An analysis of German household data," Agribusiness, John Wiley & Sons, Ltd., vol. 39(2), pages 473-493, March.
    9. Hughes, David W. & Isengildina-Massa, Olga, 2015. "The economic impact of farmers’ markets and a state level locally grown campaign," Food Policy, Elsevier, vol. 54(C), pages 78-84.
    10. Xie, Ran & Isengildina-Massa, Olga & Carpio, Carlos E., 2014. "The Biggest Bang for the Buck: Valuation of Various Components of a Regional Promotion Campaign by Participating Restaurants," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 46(2), pages 1-16, May.
    11. Yeong Sheng Tey & Poppy Arsil & Mark Brindal & Chi Teen Teoh & Han Wei Lim, 2017. "Motivations Underlying Consumers’ Preference for Farmers’ Markets in Klang Valley: A Means-End Chain Approach," Sustainability, MDPI, vol. 9(11), pages 1-13, October.
    12. Birch, Dawn & Memery, Juliet & De Silva Kanakaratne, Maheshan, 2018. "The mindful consumer: Balancing egoistic and altruistic motivations to purchase local food," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 221-228.
    13. Ying, Jiahui & Shonkwiler, Vanessa P. & Campbell, Benjamin L., 2018. "Willingness to Pay or Not to Pay: Valuing Foods Some Respondents Find Distasteful," 2018 Annual Meeting, August 5-7, Washington, D.C. 274065, Agricultural and Applied Economics Association.
    14. Julius Wenzig & Tim Gruchmann, 2018. "Consumer Preferences for Local Food: Testing an Extended Norm Taxonomy," Sustainability, MDPI, vol. 10(5), pages 1-23, April.
    15. Zaffou, Madiha & Rihn, Alicia L. & Campbell, Benjamin L. & Khachatryan, Hayk & Hoke, Omer, 2017. "Influence of product type and individuals’ perceptions on the geographic boundary for local products," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 20(3), January.
    16. Agata Malak-Rawlikowska & Edward Majewski & Adam Wąs & Svein Ole Borgen & Peter Csillag & Michele Donati & Richard Freeman & Viet Hoàng & Jean-Loup Lecoeur & Maria Cecilia Mancini & An Nguyen & Monia , 2019. "Measuring the Economic, Environmental, and Social Sustainability of Short Food Supply Chains," Sustainability, MDPI, vol. 11(15), pages 1-23, July.
    17. Carpio, Carlos E. & Mathews, Leah G. & Boonsaeng, Tullaya & Perrett, Allison & Descieux, Katie, 2015. "Evaluating the Marketing Impact of a Regional Branding Program Using Contingent Valuation Methods: The Case of the Appalachian Grown™ Branding Program," 2015 AAEA & WAEA Joint Annual Meeting, July 26-28, San Francisco, California 205800, Agricultural and Applied Economics Association.
    18. Clinton L. Neill & Rodney B. Holcomb & Jayson L. Lusk, 2020. "Estimating potential beggar‐thy‐neighbor effects of state labeling programs," Agribusiness, John Wiley & Sons, Ltd., vol. 36(1), pages 3-19, January.
    19. Feucht, Yvonne & Zander, Katrin, 2017. "Consumers' Willingness to Pay for Climate-Friendly Food in European Countries," 2018 International European Forum (163rd EAAE Seminar), February 5-9, 2018, Innsbruck-Igls, Austria 276930, International European Forum on System Dynamics and Innovation in Food Networks.
    20. Reynolds-Allie, Kenesha & Fields, Deacue, 2011. "Alabama Restaurant Preferences and Willingness to Pay for Local Food: A Choice Based Approach," 2011 Annual Meeting, February 5-8, 2011, Corpus Christi, Texas 98822, Southern Agricultural Economics Association.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:jlofdr:240771. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: https://edirc.repec.org/data/fdrssea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.