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A Case Study Comparing The Price Of Fresh Produce Sold At Farmers’ Markets And Chain Supermarkets, James J. Ahern, Marianne Mcgarry Wolf

Agribusiness

This exploratory research found that produce purchased at San Luis Obispo County, California farmers’ markets to be an apparent better value than supermarket produce. Prices for most commodities were either the same or lower and the product quality was better at times than the same product offered at the paired supermarket. Fourteen commodities were examined at six farmers’ markets locations, over half of those in the county, conducted across all four seasons in 1999.