Should Customer Satisfaction Be Part of Specialty Crop Growers ’ Marketing Strategy ?

In recent years, consumer interest in local specialty crops (fruits, vegetables and ornamentals) has increased sharply. Consumers want to know how and where food is produced and are seeking a closer relationship with farmers. Although sales of locally grown food still account for only a small share of total domestic food sales, this is believed to be one of the fastest growing segments of U.S. agriculture. Growing demand for local food products is prompting change. The number of farmers’ markets – one important component of local food sales – increased by nearly 150% nationwide between 1994 and 2006 and a growing number of supermarkets and restaurants feature a wide array of local food products.