Volume
37
Issue
3
Abstract
Consumer response to the Jersey Fresh state-sponsored marketing program was evaluated by randomly surveying consumers on their awareness and opinions of the program and locally grown fresh produce. High consumer awareness and even willingness-to-pay a premium for Jersey Fresh produce were found. Consumers rated the quality and freshness of locally grown produced higher than non-Jersey Fresh fruits and vegetables. Participants also indicated that price cards and television advertising were the most effective forms Jersey Fresh promotion. The results may provide beneficial information for other states and extension agents educating growers or produce retailers.
Recommended Citation
Govindasamy, R., Italia, J., & Thatch, D. (1999). Consumer Attitudes and Response Toward State-Sponsored Agricultural Promotion: An Evaluation of the Jersey Fresh Program*. The Journal of Extension, 37(3), Article 9. https://open.clemson.edu/joe/vol37/iss3/9
