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Marketing organic produce in New Jersey: Obstacles and opportunities

Author

Listed:
  • Jennifer Morgan

    (Sustainable Agriculture Project, Stony Brook-Millstone Watershed Association)

  • Bruce Barbour

    (Department of Agriculture and Resource Management Agents, Cook College, Rutgers University)

Abstract

The results of a survey of produce handlers indicate that: (a) the estimated value of wholesale sales of organic produce in New Jersey for 1988 was $1 to $3 million; (b) half of the respondents inexperienced in selling organic produce are interested in selling organic produce; (c) the primary motivations to participate in the organic produce market are perceived health and environmental concerns and consumer demand; (d) consumers will pay a 30% price premium for organic produce; (e) supply and price are obstacles to expansion of the market; (f) locally grown produce is preferred; and (g) three-quarters of those interested in selling organic produce say that a certification program would assist them.

Suggested Citation

  • Jennifer Morgan & Bruce Barbour, 1991. "Marketing organic produce in New Jersey: Obstacles and opportunities," Agribusiness, John Wiley & Sons, Ltd., vol. 7(2), pages 143-163.
    • Handle: RePEc:wly:agribz:v:7:y:1991:i:2:p:143-163
    DOI: 10.1002/1520-6297(199103)7:2<143::AID-AGR2720070206>3.0.CO;2-T
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    References listed on IDEAS

    as
    1. Cook, Roberta L., 1988. "Marketing organic commodities in California: Structure and obstacles to expansion," Western Economic Association Conference Archive 291727, Western Economic Association.
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    Cited by:

    1. Lohr, Luanne & Semali, Adelin, 2000. "Reconciling Attitudes And Behavior In Organic Food Retailing," 2000 Annual meeting, July 30-August 2, Tampa, FL 21855, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    2. Timothy PARK & Luanne LOHR, 1996. "Wholesaler Markup Decisions Under Demand Uncertainty," Faculty Series 96-13, University of Georgia, Department of Agricultural and Applied Economics.
    3. Biing-Hwan Lin & Steven Payson & Jane Wertz, 1996. "Opinions of professional buyers toward organic produce: A case study of mid-Atlantic market for fresh tomatoes," Agribusiness, John Wiley & Sons, Ltd., vol. 12(1), pages 89-97.
    4. Groff, Andrew J. & Kreider, Craig Robert & Toensmeyer, Ulrich C., 1993. "Analysis Of The Delaware Market For Organically Grown Produce," Journal of Food Distribution Research, Food Distribution Research Society, vol. 24(1), pages 1-9, February.

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