2018 ASHS Annual Conference

The state of Connecticut is one of the most progressive states with respect to the local food movement. As such, there are numerous farmer’s markets located throughout the state. However, many consumers still do not frequent farmer’s markets to buy their goods, mainly produce. Using results from an online survey of around 850 consumers within Connecticut, we examine Connecticut consumer use and non-use of farmer’s markets. Specifically, we examine the reasons why consumers shop at a farmer’s market as well as the barriers for lack of shopping at a farmer’s market. Our results indicate that 85% of consumers frequenting a farmer’s market travel 20 minutes or less to shop at the market. The top two reasons why they shop farmers markets is for product freshness and the availability to buy local produce. With respect to non-users, 71% live less than 20 minutes from a farmer’s market. However, respondents cited distance to the farmer’s market and high prices as the main barriers for shopping at the market. Based on these and other findings, we make recommendations for farmer’s market retailers and policy makers to increase farmer’s market use.