An Assessment of Consumer Preferences for IPM- and Organically Grown Produce

Our study assessed local consumer preferences for IPM- and organically grown produce to determine if market opportunities exist for these products. The majority of those surveyed expressed concern about the health effects of pesticide residues on produce. Results also indicate that consumers would preferentially purchase IPM or organic produce if labels/information were provided at the point of sale to reflect pest management practices. Survey respondents indicated a willingness to pay more for IPM/organic produce than for conventionally grown produce, even if the IPM/organic produce had slight cosmetic blemishes.