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Shopping at the farmers' market: consumers and their perspectives
Umeå University, Faculty of Social Sciences, Department of Food and Nutrition.
Umeå University, Faculty of Social Sciences, Department of Food and Nutrition.
School of Contemporary Sciences, University of Abertay Dundee,.
2009 (English)In: Journal of Foodservice, ISSN 1748-0140, Vol. 20, no 1, 21-30 p.Article in journal (Refereed) Published
Abstract [en]

While farmers' markets are a colourful addition to urban shopping, they are periodic, relatively expensive and provide for a very limited range of consumer requirements. In fact, they are the antithesis of supermarket ubiquity, price sensitivity, wide product/service range and extended opening hours. So, despite their small role in total food retail sales, why are they a growing presence and what do farmers' markets say about the consumer needs that supermarkets do not satisfy? This article reports the findings of a questionnaire-based survey of 391 farmers' market customers in five Scottish towns during 2006. Customers were seeking high quality food products, even if that meant premium prices, and put a particular value on direct transactions with the producer. Although these data have a specific geographic context, they have resonance for the growing schism between producer and customer in the UK and other countries.

Place, publisher, year, edition, pages
Wiley Blackwell , 2009. Vol. 20, no 1, 21-30 p.
URN: urn:nbn:se:umu:diva-18679DOI: 10.1111/j.1745-4506.2008.00119.xOAI: diva2:174482
Available from: 2009-02-23 Created: 2009-02-23 Last updated: 2012-06-04Bibliographically approved

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Lyon, PhilKvarnbrink, Eva-Britt
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