Farm to School (FTS) programs are increasingly popular as methods to teach students about food, nutrition, and agriculture by connecting students with the sources of the food that they eat. They may also provide opportunity for farmers seeking to diversify market channels. Food service buyers in FTS programs often choose to procure food for school meals directly from farmers. The distribution practices required for such direct procurement often bring significant transaction costs for both school food service professionals and farmers. Analysis (...) of data from a survey of Vermont farmers who sell directly to school food services explores farmers’ motivations and distribution practices in these partnerships. A two-step cluster analysis procedure characterizes farmers’ motivations along a continuum between market-based and socially embedded values. Further bivariate analysis shows that farmers who are motivated most by market-based values are significantly associated with distribution practices that facilitate sales to school food services. Implications for technical assistance to facilitate these sales are discussed. (shrink)

The Real Food Challenge is a national student movement in the United States that aims to shift $1 billion—roughly 20%—of college and university food budgets across the country towards local, ecologically sound, fair, and humane food sources—what they call “real” food—by 2020. The University of Vermont was the fifth university in the U.S. to sign the Real Food Campus Commitment, pledging to shift at least 20% of its own food budget towards “real” food by 2020. In order to examine student (...) preference for “real” food on the UVM campus, we analyzed a survey of 904 undergraduate students that used contingent valuation to evaluate students’ willingness-to-pay for the “real” attribute. We found that a majority of students are willing to pay a positive premium for “real” food. Furthermore, we found that student characteristics and attitudes significantly influence WTP. Specifically, gender, residency, college, and attitudes about price and origin of food are significant predictors of WTP. (shrink)

Food labels legislated by the U.S. government have been designed to provide information to consumers. It has been asserted that the simple disclosures “produced using genetic engineering” on newly legislated U.S. food labels will send a signal that influences individual preferences rather than providing information. Vermont is the only US state to have experienced mandatory labeling of foods produced using genetic engineering via simple disclosures. Using a representative sample of adults who experienced Vermont’s mandatory GE labeling policy, we examined whether (...) GE labels were seen by consumers and whether the labels provided information or influenced preferences. Nearly one-third of respondents reported seeing a label. Higher income, younger consumers who search for information about GE were more likely to report seeing a label. We also estimated whether labels served as information cues that helped reveal consumer preferences through purchases, or whether labels served as a signal that influenced preferences and purchases. For 50.5% of consumers who saw a label, the label served as an information cue that revealed their preferences. For 13% of those who saw the label, the label influenced preferences and behavior. Overall, for 4% of the total sample, simple GE disclosures influenced preferences. For a slight majority of consumers who used a GE label, simple disclosures were an information signal and not a preference signal. Searching for GE information, classifying as female, older age and opposing GE in food production significantly increased the probability that GE labels served as an information source. Providing such disclosures to consumers may be the least complex and most transparent option for mandatory GE labeling. (shrink)

After decades of absence, the federal legalization of hemp in the U.S. positions the crop as an innovative, plant-based input for conventional products. Through an application of the diffusion of innovations theory, this study responds to identified research needs made by hemp stakeholders and the existing literature by modeling the influence of innovation characteristics on propensity to use hemp products among Vermont consumers. Findings reveal that attributes associated with relative advantage and trialability significantly influence propensity to use at least one (...) type of hemp product, as well as use multiple types of hemp products. This highlights particularly salient points for hemp stakeholders engaged in the marketing and communication of hemp products. Findings contribute to informed strategy creation for producers, institutions, and other stakeholders operating in this nascent industry, where data and research continue to be limited. (shrink)