Renville County Local Foods and Farmers Market Survey: An analysis of the local food market based on a representative survey of households in the county

Abstract

University of Minnesota Extension conducted this survey to profile the food shopping habits and venues preferred by households in Renville County. County households responding to the survey procure food from a variety of sources, including their own production (nearly 70 percent), farmers markets (40 percent), and direct from farmers (18 percent). The survey found that those who produce food for their own consumption purchase from local sources at a higher rate than those who do not. When asked about the importance of factors in their food purchase decisions, survey respondents ranked freshness, taste, and price highest, in keeping with past research. Households indicate eating local foods is very important to them (45 percent), although respondents would be more inclined to buy local foods if there were (1) availability over a longer season, (2) better quality, (3) lower prices, and (4) greater availabity at their local grocery stores. Finally, responses indicated that while traditional newspaper advertising reaches some households, promotional materials which give farmers markets greater physical visibility are most effective in attracting customers. These materials include signage and canopies.