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While organic farming has been identified as an effective way to improve food safety and environment quality, the adoption of organic production and processing is highly determined by the market demand for organic food products. To assess the market potential for organic apples and milk, a conjoint analysis is conducted in the state of Vermont to examine consumer evaluation of major product attributes and their tradeoffs. Results suggest that there is likely a significant niche market for organic apples and milk and many consumers, especially people who have purchased organic food products, are willing to pay more for organic apples and milk produced locally and certified by NOFA.


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