Growth in consumer interest in organically grown foods has opened new market opportunities for producers and retailers. This in turn implies an increased need for information specific to organic production, processing, marketing, and retail as growers and retailers increase their activities in this market. This article describes a research effort in east-central Kansas to assess the information needs in the organic sector. Data are drawn from focus groups and individual interviews with growers and retailers of organic foods. Implications for research and Extension programs, especially in the central Plains states, are discussed.

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Creative Commons Attribution-Noncommercial 4.0 License
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