Farmers Market Consumers in Rockingham & Strafford Counties, New Hampshire

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The University of New Hampshire (UNH) Department of Natural Resources and the Environment and UNH Cooperative Extension conducted a survey of customers of 24 farmers markets in Rockingham and Strafford Counties, New Hampshire, from July to September 2012. The purpose of the survey was to gather information about attitudes, motivations, preferences, and general characteristics of farmers market shoppers. The survey also contained questions about consumer purchases and shopping behavior in the summer and winter farmers markets in the two counties in 2011. Knowledge from this study could help farmers markets attract more customers and provide the products and shopping experience that the buyers need and want. This report presents selected information from the survey and focuses on summer markets.1 Three hundred eighty-eight participants completed the questionnaire on a website hosted by the UNH Survey Center, which administered the data collection. The participants responded to requests to take part in the study; such requests were communicated to customers of farmers markets in the two counties through e-mail messages to people on the markets’ e-mail lists and the markets’ websites and social media (e.g., Facebook) pages. Posters and bookmarks containing information about the survey and an invitation to participate were also printed and made available at the farmers markets. Press releases about the study were also sent out.


Jewel Mckenzie, Former Graduate Student, Department of Natural Resources and the Environment, University of New Hampshire Alberto B. Manalo, Associate Professor of Environmental and Resource Economics, University of New Hampshire Nada Haddad, Field Specialist, Food & Agriculture, University of New Hampshire Cooperative Extension, Rockingham County Michael R. Sciabarrasi, Professor and Extension Specialist, Agricultural Business Management, University of New Hampshire Cooperative Extension.

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