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Abstract

This study assesses the potential for extending the farmers’ market season in the Intermountain West by evaluating producer and market manager perceptions regarding product availability, pricing, and marketing realities through web-based surveys conducted in 2011. Potential extended season fresh produce pricing was evaluated through forecasting models using pricing data collected at farmers’ markets in the region. Study results show that both producers and market managers perceive potential benefits to extending the market season, but detail potential obstacles, such as location and costs. Produce price premiums in the extended season are likely, but vary by product in magnitude and timing.

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