(Ohio State University) Research suggests the average supermarket shopper will pay a premium price for locally produced foods, providing some farmers an attractive option to enter a niche market that could boost their revenues.
The study showed that shoppers at farm markets would pay almost twice as much extra as retail grocery shoppers for the same locally produced foods.
Both kinds of shoppers also will pay more for guaranteed fresh produce and tend to favor buying food produced by small farms over what they perceive as corporate operations.
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