The Local Food Systems as Community and Economic Development Project in the Laboratory for Community and Economic Development (LCED) housed in the Department of Human and Community Development, poses the question: “Can local food systems create opportunities for community and economic development in rural communities in Central Illinois?” As part of this work they have surveyed customers at Dave’s Supermarket in Fairbury, Illinois, which includes a farmers’ market within the store that sells locally grown foods. They found 85 percent of Dave’s shoppers preferred to buy locally grown produce and that this was due, in part, to the high quality of those products.

Consumer Preferences and Segmentation of Illinois Farmers Markets

Researchers in the Department of Agricultural and Consumer Economics are studying consumer behavior and preferences in urban, suburban, and downstate farmers markets in Illinois. Findings show that rural and mid-sized city consumers prefer local county farmer participation more than do urban consumers and that urban consumers spend more time and money at the markets.