Files
Abstract
The Jersey Fresh marketing program, one of the nation’s leading examples of
state-sponsored agricultural marketing promotion, enables consumers to easily identify
quality fresh produce from New Jersey by promoting locally grown fruits and vegetables
in the market with Jersey Fresh’s logos. This study utilizes a consumer survey to
evaluate the effectiveness of the Jersey Fresh Program in terms of the impact the
promotional logos have on consumers. The results of this study provide valuable
information that may be used to improve the Jersey Fresh Program, and also may be
used in the promotion of other New Jersey farm products as well as products in other
states which have similar promotional programs.
Among other things, this study demonstrated that the Jersey Fresh promotional
program has created significant brand awareness among New Jersey consumers and
that consumers are willing to purchase Jersey Fresh produce when it’s available.
Consumers reported seeing the Jersey Fresh logo most frequently on in-store produce
displays. What’s more, women were more likely than men to be aware of Jersey Fresh,
as were married people. Survey participants believed Jersey Fresh produce to be
better than produce in other states in terms of quality and freshness. Moreover,
consumers associate the Jersey Fresh logo with locally grown, quality produce.
Suggestions that emerged from the study include increasing the availability of
Jersey Fresh produce during the production seasons would ensure continued consumer
patronage. Also, increasing promotions of Jersey Fresh produce in supermarkets may
further increase the popularity of Jersey Fresh produce. The study showed that a
vii
majority of consumers were willing to pay only a small percentage premium for Jersey
Fresh produce over the market prices for other fresh produce; therefore, significant
price differentials are not recommended for Jersey Fresh produce.
The results of this study lead to a better understanding of New Jersey consumers’
shopping behavior, their preferences towards local produce and their demographic
composition. The results may be especially encouraging to those developing marketing
strategies for Jersey Fresh produce or for other similar New Jersey consumer products.