Regional‐seasonal patterns in produce consumption at farmers’ markets and supermarkets

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Abstract
Regional/seasonal eating of fresh fruits and vegetables is still a common practice in developing nations and is returning to developed nations through farmers’ markets and other direct marketing operations. The intake frequency for ten fresh fruit and vegetable items was studied in matched samples of California supermarket and farmers’ market shoppers. Seasonal variations in consumption were found for all those survey items having a local growing season. There were no replicated differences in overall consumption of fresh fruits and vegetables between the two groups of shoppers. However, farmers’ market customers consumed a significantly greater proportion of their total intake of fresh fruits and vegetables during the local growing season than did supermarket customers. They were also more likely to significantly abstain from eating off‐season produce items. The implications of these findings for seasonal/regional agriculture are discussed.

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