Farmers markets could drive more overall F&V purchases

  • A study* from the U.S. Department of Agriculture’s Economic Research Service shows that consumers who buy fruits and vegetables from farmers’ markets spend more than $10 on average per week than consumers who buy fruits and vegetables from supermarkets — $28.36 and $16.53, respectively, according to The Packer.
  • The study also shows that consumers who shop at DTC outlets do not spend less at supermarkets overall, indicating that DTC outlets do not pose a significant threat to grocery retailers.
  • Although DTCs represent less than 0.5 percent of U.S. Agriculture sales, according to the report, consumers who visit DTC’s more frequently could lead to higher levels of fruit and vegetable spending across all outlets as they become exposed to more offerings.

The study’s takeaway? Encouraging consumers to shop at farmers’ markets and similar outlets more often could boost overall spending on fruits and vegetables.

*Stewart, H., & Dong, D. (2018). The Relationship Between Patronizing Direct-to-Consumer Outlets and a Household’s Demand for Fruits and Vegetables.




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