Produce Price Savings for Consumers at Farmers' Markets Compared to Supermarkets in North Carolina

McGuirt, Jared T.; Jilcott, Stephanie B.; Liu, Haiyong; Ammerman, Alice S.

Produce Price Savings for Consumers at Farmers' Markets Compared to Supermarkets in North Carolina

2011

McGuirt, Jared T. | Jilcott, Stephanie B. | Liu, Haiyong | Ammerman, Alice S.

One barrier to fruit and vegetable consumption is financial cost, especially among low-income populations. This study aimed to conduct a price comparison of produce in supermarkets and farmers' markets in 12 North Carolina counties to identify which food venue offers fruits and vegetables at the lowest financial cost. Farmers' market and supermarket produce prices were systematically compared in a purposive sample of 12 county markets. Prices of the same produce items at each venue were compared using t-tests and analysis of variance (ANOVA). There was a mean price savings of +17.9% at farmers' markets among all produce items (n = 230). There was a significant difference in produce price savings by county (p = .0477) and item (p = .0002). In most counties examined, there was a price savings to consumers at farmers' markets compared to supermarkets. Future research should examine produce prices in a larger sample of farmers' markets and supermarkets.

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