To What Extent Do Farmers Educate Consumers? A Case Study From Alabama

This study examines farmer-consumer interactions from the perspective of 30 Alabama farmers that are predominantly selling their produce directly to consumers via farmers’ markets, on-site sales, and roadside markets. The findings demonstrate that respondents are actively engaged in educating consumers in several ways; for instance, providing recommendations and food tastings, while those growers that are involved in agritourism are—whether consciously or unconsciously—also educating visitors about the farm and its produce. Clearly, the importance of direct sales may be a compelling argument for farmers to be involved in educational activities. However, given the current emphasis that government, consumer groups, and consumers themselves are placing on healthier diets and the social aspect of local food consumption, the future implications for food growers with regard to consumer education may extend beyond the sales aspect.