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Abstract

Demand for value-added products is highly segmented among different types of consumers. In this paper, we assess consumer preferences for local, organic, and GMO-free potatoes in order to discover their potential niche markets. We identify socio-demographic characteristics that affect consumer preferences and compare the effects of different attributes on consumers' willingness to pay. Results suggest that the attribute "Colorado-Grown" carries a higher premium than organic and GMO-free attributes.

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