Meat and Poultry Buying at Farmers Markets: A Survey of Shoppers at Three Markets in Oregon

Abstract

Farmers markets can be a valuable direct marketing channel. Meat and poultry, relatively new market products, have not achieved widespread success, many vendors reporting low sales and profits. To understand this lack of consumer enthusiasm and acceptance, we surveyed consumers at three Oregon farmers markets using a simple, effective research method (n>1100). Nearly half had never purchased meat or poultry at a farmers market. The main reasons meat and poultry consumers do not buy more or any of these products at farmers markets are price, inconvenience, and food safety. Consumer education recommendations are given to expand sales of these products.