352-273-2598 ashleynmcleod@ufl.edu

Research: Food

Examining Consumers’ Preferences for Strawberries

About the Project

Faculty: Joy Rumble
Graduate Students: Taylor Ruth
Funded by: Florida Strawberry Research and Education Foundation

To increase consumer preference and differentiation of Florida-grown strawberries, PIE Center researchers conducted focus groups and an online survey in Florida to test messaging strategies, as well as assess consumer perceptions and barriers to purchasing Florida strawberries.

Focus groups were then conducted in various locations across the eastern United States to collect information from consumers about their strawberry purchasing behaviors and to identify the barriers and benefits to purchasing Florida-grown strawberries. Researchers also conducted an online survey with consumers throughout the East Coast to test communication strategies. The data collected guided the development of messaging and marketing materials to promote Florida-grown strawberries in other states.