This article examines whether or non-consumers would purchase different produce and products if they were available at farmers' markets in West Virginia? A statewide, multi-year research project has generated data to answer this question. Surveys were administered to indicate what consumers are purchasing at West Virginia farmers' markets and what they would like to purchase. Additional information was gathered to show public perceptions of the markets, consumer shopping habits, and reasons for not shopping at the market. Results show that there is consumer demand for a wider variety of produce at West Virginia farmers' markets.
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Wade, K., Porter, J., Porter, B., Cook, A., Fincham, H., & Weatherford, L. (2015). Would Consumers Purchase a Wider Variety of Produce and Products at West Virginia Farmers' Markets if They Were Available?. The Journal of Extension, 53(3), Article 22. https://tigerprints.clemson.edu/joe/vol53/iss3/22