Utah Strawberries: Consumer Preferences for Specialty Labels

Authors

Kynda R. Curtis, Utah State UniversityFollow
Makaylie Langford

Document Type

Factsheet

Publisher

Utah State University Extension

Publication Date

6-5-2025

First Page

1

Last Page

6

Abstract

This fact sheet is the second of two discussing the results of a study on consumer preferences and willingness to pay (pricing) for fresh strawberries. This fact sheet highlights how specialty labeling influences consumers’ perceptions and willingness to pay. The study was conducted at Utah State University (USU) in August 2024.The study examines familiarity with production and labeling programs, as well as perceptions of local and organic food.

Recommended Citation

Curtis, K., & Langford, M. (2025). Utah strawberries: Consumer preferences for specialty labels [Fact sheet]. Utah State University Extension.