The Growing Role of Local Food Markets

Interest in locally produced foods is increasing in the United States. Articles on local foods appear frequently in the popular press. Michael Pollan generated broad interest to the topic with his 2006 book The Omnivore’s Dilemma (Pollan, 2006). A 2007 nationwide survey of consumers by the Hartman Group (2008) indicated that consumer interest in locally produced foods was driven primarily by the belief that they are healthier. Darby et al. (2008) analyzed stated preference data for locally produced foods among consumers in Ohio; they concluded that demand for local produce exists, and the value consumers place on local production is distinct from other factors such as farm size and product freshness. Consumers often shop for their locally grown produce (LGP) at farmers markets. USDA’s Agricultural Market Service (2007) reports that the number of farmers markets operating nationally rose from 1,775 in 1994 to 4,385 in 2006. A survey of consumers in southeastern Missouri indicated that most consumers perceived local produce at farmers markets as being of higher quality and less costly (Brown 2003). Similarly, in the analysis by Wolf, Spittler, and Ahern (2005), consumers perceived that produce at farmers markets was fresher looking, fresher tasting, of higher quality, and a better value for the money; however, many consumers found shopping at farmers markets too inconvenient. Thilmany and Watson (2004) concluded that