Leopold Center for Sustainable Agriculture

Completed Special Project

Consumer perceptions of place-based foods, food chain profit distribution, and family farms

Project ID: 2004-MSP05

Abstract

Consumers were asked for their views on a variety of alternative marketing scenarios for food products; the scenario responses offer guidance for producers seeking new ways to position their products.

Key Question: What value, if any, do consumers place on food produced by locally owned and operated companies that share the majority of their economic benefits with the rural communities and local farmers that grow the product?

Findings: These survey results suggest that consumers are willing to pay more for products from such local companies.

Lead investigator: Thomas DeCarlo, ISU Marketing, et al

Year of grant completion: 2006

This special project was part of the Leopold Center's Initiative.

Topics: Agritourism and place-based food, Community-based food systems, Market research and feasibility studies