The Relationship Between Patronizing Direct-to-Consumer Outlets and a Household’s Demand for Fruits and Vegetables

Abstract

Farmers markets, roadside stands, and other direct-to-consumer (DTC) outlets can be an important sales channel for small farmers. However, it is unclear what, if any, impact shopping at DTC outlets has on consumer food-purchase behavior. This study uses the National Household Food Acquisition and Purchase Survey to investigate the relationship between buying fruits and vegetables at DTC outlets and spending on these food groups by U.S. households. While American households are found to patronize DTC outlets infrequently, on average, study results show that encouraging them to do so more frequently could lead to higher levels of fruit and vegetable spending across all outlets types—including both DTC and non-direct retailers.