New York Produce Show And Conference: Educational Micro-Session Reveals Restaurant Preferences And Willingness To Pay For Local Food
Local fruits and vegetables are extremely popular, with farmers typically selling directly to consumers. Yet many farmers have excess volume — not enough to sell to wholesalers but too much for the consumer market. Kenesha Reynolds-Allie, Ph.D., county agricultural and resource management agent, Rutgers University, Belvidere, NJ, studied the best ways to help farmers sell their surplus through local restaurants. She presented her research on how chefs consistently search for local products but face barriers in “restaurant preferences” and “willingness to pay for local food.” …