Completed Project Report


Enhancing Direct Market Fresh Produce Sales through Multi-Market Pricing Comparisons

  • Award Amount: $49,431
  • Regional Center: Western Extension Risk Management Education Center
  • Grant Program: 2017 Education Projects

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Project Overview

This project saught to increase fresh produce sales through direct market outlets in Utah, Nevada, Idaho, and Wyoming, by increasing the market and the financial sustainability of produce growers. As direct market produce is often perceived as more expensive than produce at grocery stores, many consumers, especially lower income, are unaware that local, fresh produce can be affordable. Produce pricing data for direct markets and grocers is not currently available in the project area. The absence of pricing data makes comparisons very difficult, which perpetuates misconceptions regarding produce pricing at direct markets. Furthermore, reliable pricing information is key to effective grower market, pricing, and production planning. 

This project provided needed fresh produce pricing information and developed and delivered curricula focused on enhancing grower ability to determine the market value of their products, which led to increased grower confidence and knowledge. Educational materials highlighted fresh produce prices across market types (farmers markets vs. conventional grocery stores), production methods, and seasons, as well as provided information on secondary data resources, and marketing and pricing strategies. Curricula was delivered through four one-day workshops, one large multi-state conference, and two field day/growing workshops, as well as through the USU Extension website. Approx. 900 growers and farmers market managers participated in the project.

Number of Participants: 900

Results

Project Steps

PROMOTIONAL MATERIALS

There are no promotional materials available for this project.

EDUCATIONAL MATERIALS

There are no educational materials available for this project.

REPORTS & EVALUATIONS

There are no reports or evaluations available for this project.

DELIVERY AREA

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