Market and Pricing Potential for Extended Season Fresh Produce Sales: An Intermountain West Example

Kynda Curtis, Irvin Yeager, Brent Black, Daniel Drost and Ruby Ward

Journal of Food Distribution Research, 2014, vol. 45, issue 2, 20

Abstract: This study assesses the potential for extending the farmers’ market season in the Intermountain West by evaluating producer and market manager perceptions regarding product availability, pricing, and marketing realities through web-based surveys conducted in 2011. Potential extended season fresh produce pricing was evaluated through forecasting models using pricing data collected at farmers’ markets in the region. Study results show that both producers and market managers perceive potential benefits to extending the market season, but detail potential obstacles, such as location and costs. Produce price premiums in the extended season are likely, but vary by product in magnitude and timing.

Keywords: Food Consumption/Nutrition/Food Safety; Marketing (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:ags:jlofdr:186924

DOI: 10.22004/ag.econ.186924

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