A survey of Hispanic consumers was conducted in Kentucky to evaluate their willingness to buy fish and crustaceans directly from farms. The data showed that 72% of respondents were willing to travel to farms to buy food products. In addition, 85% of respondents were willing to support vendors bringing food products from farms to their communities. Of various fish and crustaceans cultured in Kentucky, tilapia was the most popular item. Whole fish was the most popular product form. The stated willingness to pay for tilapia suggests that the direct-to-consumer sale of tilapia is a profitable alternative for aquaculture farmers.

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