Utah Consumer Preferences and Willingness to Pay for Specialty Labeled Fruit Products

Authors

Kynda R. Curtis, Utah State UniversityFollow
Makaylie Langford
Marcelo Pignatari

Document Type

Factsheet

Publisher

Utah State University Extension

Publication Date

7-18-2024

First Page

1

Last Page

9

Abstract

In this fact sheet, we discuss the results of a 2023 study examining Utah consumer preferences and willingness to pay (WTP) for fruit products labeled local (Utah’s Own™), organic, and GMO-free. We discuss and compare survey respondents' past consumption, awareness, preferences, and attitudes toward these labeling programs. Additionally, we examine consumer WTP values for each of these labels for three fruit varieties and fresh and dried products, namely fresh apples, strawberries, and dried tart cherries.

Recommended Citation

Curtis, K., Langford, M., & Pignatari, M. (2024). Utah consumer preferences and willingness to pay for specialty labeled fruit products [Fact sheet]. Utah State University Extension.