Recipient Organization
UNIVERSITY OF FLORIDA
G022 MCCARTY HALL
GAINESVILLE,FL 32611
Performing Department
Family Youth and Community Sciences
Non Technical Summary
With consumers' growing interest in fresh produce consumption and support of local community, the number of farmers' markets has increased over the past decade. The popularity of farmers' markets may be attributed in some part to people's perception that fresh produce from farmers' markets is healthier and safer than those from conventional stores. In reality, however, fresh produce sold at farmers' markets has been associated with multiple foodborne illness outbreaks. Considering that most farmers' markets sell mainly fresh produce, which are responsible for over 35% of the total foodborne illnesses in the US, it is critical to assess the food safety risks linked to fresh produce sold at farmers' markets and develop an effective food safety education program for consumers based on their perception and research-based facts.In this study, a random sample telephone survey of consumers' perception about farmers market including the safety of food, especially fresh produce, will be completed. Moreover, surveying consumers' perception will help develop more effective food safety education program based on people's perception on food safety. This information may also help farmers' markets improve their food safety as well as develop more effective marketing strategy toward consumers and increase their sales.
Animal Health Component
75%
Research Effort Categories
Basic
(N/A)
Applied
75%
Developmental
25%
Goals / Objectives
To identify, assess, and analyze key determinants of health and well-being within the context of food systems.
To identify, assess, and analyze individual, collective, and institutional strategies that address constraints and opportunities to achieving optimal health and well-being.
Project Methods
A survey will be conducted to determine consumer perception of farmer's markets in Florida and decision-making regarding purchases including knowledge on safety of food sold at farmers markets. It is anticipated that responses will be collected using a random sample telephone survey. It is anticipated that 1,000 individuals will complete the survey. It is anticipated that the survey will be administered in the spring 2015 with analysis following summer 2015. The data will then be analyzed using SPSS. The findings will inform Extension fact sheets made available to consumers, farmer market managers, and farmers as well as Extension curriculum.