A new study reveals that Alaska grocery shoppers are willing to pay a premium for locally grown produce, especially when informed about its benefits to health, the environment, and the state economy. The research, conducted by the University of Maine, found that consumers were willing to pay an average of $1.90 extra for a head of lettuce labeled as 'Alaska Grown'. This premium increased to $3.31 when given additional information about the benefits of locally grown food.
By Yereth Rosen, Alaska BeaconStefanie Stewart holds a basket of produce she purchased from vendors at the South Anchorage Farmers Market on Aug. 17, 2019. She is holding carrots, tomatoes, radishes, lettuce, celery and cauliflower. has some answers: a significant premium, especially when they have information about the benefits of locally grown food.
The study is based on surveys and interviews of shoppers at Anchorage grocery stores and farmers markets. The surveys and interviews were; the study was led by Qiujie Zheng, an associate professor of business analytics at the University of Maine. Zheng was previously at UAA. The COVID-19 pandemic that came later may have changed food consumption patterns worldwide, she said by email. “However, due to Alaska’s unique geographical location, I believe that the state’s agricultural supply and consumers’ fresh produce options have remained relatively stable over the past few years,” she said.Alaska Grown $5 Challenge
It was important to study consumer preferences for Alaska Grown products because the subject has gotten much less attention than consumer attitudes about local foods elsewhere, Zheng said.“Alaska’s unique geographical location significantly influences its food supply. Since the majority of Alaska’s food is imported, Alaska’s food supply is vulnerable to supply chain disruptions and natural disasters,” she said by email.
LOCAL FOOD ALASKA GROWN CONSUMER PREFERENCES FOOD SECURITY ECONOMIC BENEFITS
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