Mixed messages in consumer research

A recent national survey of U.S. consumers discovered that, when it comes to purchasing fruits and vegetables, consumers are primarily influenced by flavor, according to the Produce Marketing Association (PMA). Yet only one percent said that where it’s grown was the most important determining purchase factor. While this news might seem discouraging to growers who tout the fact that their produce is locally grown, it can also serve as a challenge to growers to help consumers make the connection between “local” and “flavorful.”

Other important factors in consumer produce buying decisions are appearance and health benefits, followed by price and freshness. Other important reasons included buying out of habit, buying items that are liked or needed, what’s on sale, and what’s in season.

It’s interesting too that, according to the PMA survey, consumers are mindful of freshness and seasonality, yet, again, rate origin so low. This might say that a consumer is only interested in how a product benefits him or her. In other words, as long as a tomato is flavorful, attractive, inexpensive and fresh, the consumer doesn’t care where it came from.

That might be true for some but it may be an inaccurate or incomplete picture of your typical customer. It’s only human nature to base personal preferences on personal benefits, so you might conclude that it doesn’t matter if you label your produce with your farm name, state, or region, as long as it’s fresh and flavorful people will buy it.

On the contrary, a label identifying produce as locally grown should help local consumers know that it is fresh, and therefore, flavorful by distinguishing it from produce trucked from across the country.

It should be a no brainer for consumers to make that connection, but on-going public education about the benefits of locally grown produce is never a bad idea. And your customers are probably sophisticated enough to take into account other factors such as how buying local produce benefits the local economy and environment, so why not point that out as well.

Label your produce as local but also back up your label with supporting information on why local is better. You can do this with point of sale materials, in your advertising, and in your publicity efforts. If you participate in a regional “buy local” campaign, the campaign is probably doing much the same thing.

Newark, Delaware based PMA is a not-for-profit global trade association serving over 2,400 members who produce, distribute, and market fresh fruits, vegetables, and related products worldwide.

“PMA members have told us they want to know more about consumer issues and have identified this area as critical to their businesses,” said PMA President Bryan Silbermann. “We want to provide our members with valuable insights and trends that will help drive consumption,” he added.

It’s just as important for small and medium-sized growers to stay abreast of consumer trends and preferences, as it is for large grocery retailers.

Other highlights from the survey were: consumers ages 60 and older are more likely to buy produce for health benefits; consumers with incomes between $25,000 and $50,000 are also more likely to buy produce for health benefits; apples are purchased more often by consumers aged 18 to 45 and those who have children; grapes are purchased more often by African Americans than Caucasians.

What can you do with that type of information? Research the demographics for your county to learn the age, income, educational and racial make-up of your community, then promote the characteristics of your products that are most important to the market segment you want to reach. Demographic data is available on the U.S. Census Bureau’s website at http://factfinder.census.gov/.

The bottom line on consumer research like the PMA survey is that even if the news appears negative, you can find a way to use the information to your advantage. But then this will come as second nature to folks who are quite accustomed to making cider and jam from drops.

Copyright 2004 by Diane Baedeker Petit
This article originally appeared in the June 2004 issue of Growing magazine.