The 2011 ASHS Annual Conference

A customer survey was conducted at the ASU Regional Farmers’ Market during the summer of 2008.  The market was in its third year of operation and further information was needed to determine the future direction that the market needed to take.  The survey was designed by the ASU Center for Social Research and by the farmers’ market Board of Directors.  The customers completed the survey at both the Saturday morning market and the Tuesday afternoon market during July.  ‘Farmers’ market dollars’ were given to customers for completing the survey, which were then used to purchase $3 of produce from a vendor.    The survey was scored in the following two categories depending on the question:  1).  poor, fair, good, excellent or do not know, and 2).  very, somewhat, never, or not at all.  A total of 412 individuals completed the survey, with the median age of 56. The respondents were 71% female, 92% Caucasian, 71% were from a two person household, and 52% had a college and or graduate degree.  Other categories surveyed and their results were:  75% were repeat customers from the previous year, 75% lived within 10 miles of the market, and 70% thought it was important to shop at a farmers’ market primarily to support the local farmers.  Only 33% thought it was very important for the produce to be grown by the vendor, with an additional 33% believing it was only somewhat important.   One-half of the customers considered it very important for the produce to be grown in Arkansas vs. another state.  Price was also considered to be very important for 57% of the responders.