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Abstract
Numerous studies have shown that consumers are on average willing to pay more for products at
local direct markets, but tend to examine consumer preferences for goods available during the
normal season. Studies which examine pricing and consumer preferences for local foods available
outside of their normal season are few. One study finds that consumers would be willing to
attend farmers’ markets in the off-season, but does not assess their willingness to pay (WTP) for
products in the off-season. A second study mentions that extending the market season may increase
farmer income, but does not specifically discuss impacts to net returns resulting from
price differentials. This study will assess enhanced revenue potential for out-of-season (winter,
early spring, late fall) direct market sales, specifically those which can be produced through the
use of season extension techniques such as high tunnels. The results of this study will provide
agricultural producers with valuable information regarding potential revenue estimates which
they can use to assess the financial impacts of implementing season extension techniques into
their operation.
Study methods include a comparison of availability and pricing for fruit and vegetable products
from May through October at farmers’ markets in Utah and Colorado; a survey of farmers’ market
managers on the potential for extending the farmers market season; a survey of growers and
Extension horticulturalists on the potential products and length of season extension for fruit and
vegetable crops; and finally choice experiments designed to examine consumer WTP for local
fruit and vegetable products across seasons.