Increasing Produce Consumption of Patrons of Farmers’ markets

Abstract

This study investigated peoples’ attitudes towards health and diet by specifically targeting patrons of farmers’ markets. Four groups were identified. The largest group prioritized ease of preparation of dishes as well as shorter preparation times. This group differs from the consumer base that market proprietors previously envisioned. To appeal to this group and simultaneously increase the consumption of produce, information about their unfulfilled needs was collected. Next, three-/four-step recipes were designed for dishes that could be prepared by two individuals within 10–15 minutes each. We believe the design of these recipes and the concept underlying these designs are both highly valuable and practical.