Exploring avenues of fruit and vegetable promotion by Illinois farmers

Rudin, Kati

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https://hdl.handle.net/2142/108530 Copy

Description

Title

Exploring avenues of fruit and vegetable promotion by Illinois farmers

Author(s)

Rudin, Kati

Issue Date

2020-07-23

Director of Research (if dissertation) or Advisor (if thesis)

Nickols-Richardson, Sharon M

Committee Member(s)

• Ellison, Brenna
• Pflugh Prescott, Melissa

Department of Study

Food Science & Human Nutrition

Discipline

Food Science & Human Nutrition

Degree Granting Institution

University of Illinois at Urbana-Champaign

Degree Name

M.S.

Degree Level

Thesis

Keyword(s)

• farmers
• registered dietitian nutritionist
• fruit
• vegetable
• promotion
• specialty crop
• specialty crops
• agriculture
• local
• knowledge

Abstract

This is an exploratory study investigating the marketing practices of Illinois farmers towards the promotion of specialty crop consumption. Previous literature on this topic encompassed information about fruit and vegetable social marketing campaigns that were conducted through farmers’ markets and grocery stores. However, to our knowledge, there was no literature regarding specialty crop growers and social marketing campaigns for the promotion of fruits and vegetables or their collaboration with a registered dietitian/nutritionist (RDN). The purpose of this study was to specifically investigate the use of websites, such as the Illinois Product Logo Program, and collaboration with RDNs for the promotion of produce. The “Illinois Food Marketing and Food Security Survey'' was created and distributed to farmers in Illinois through Illinois Extension County Directors and other key stakeholders. Participants received a $15 e-code for completion of the survey, which was electronic and hosted on the platform, Qualtrics. Data were analyzed using descriptive statistics due to the small non-normally distributed sample size. Annual income was the primary dependent variable. There were 36 surveys received by the due date with a total of 7 filled out to completion. This study suggested that farm business websites were used by a majority of local Illinois farmers (71.4%). Few Illinois farmers with annual incomes of less than $50,000 were aware of the Illinois Products Logo Program (28.6%). In addition, it was found that few Illinois farmers with annual incomes of greater than $50,000 may have worked with a RDN to promote produce (28.6%). Lastly, it was identified that few farms with annual income of less than $50,000 had an interest in working with a RDN in the future to promote produce (14.3% very interested and 14.3% somewhat interested). More research is needed to further investigate the avenues of fruit and vegetable promotion by farmers and the benefits of collaborations between Illinois farmers and RDNs.

Graduation Semester

2020-08

Type of Resource

Thesis

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http://hdl.handle.net/2142/108530

Copyright and License Information

Copyright 2020 Kati Rudin

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