Alaskan Direct-Market Consumers: Perception of Organic Produce

Perception of organic produce among Alaskan direct-market patrons (N = 417) was examined in a mailed survey. Response rate was 80%. Responsefrequency was tabulated, and relationships were delineated using chi-square analysis. Healthfulness of the food supply was a concern, despite a perception that quality and healthfulness of thefood supply had improved since 1987. These attributes were also important infresh produce selection. Organic produce preference was related to both environmental and personal-safety concerns. More than half of these consumers had purchased organic produce within the last year; supermarkets and direct markets were the primary sources. Although organic produce was not purchased exclusively, previous purchase increased the likelihood offuture purchase. A certification process was desired. Half preferred a government certification agent; 28% preferred public and private sector involvement. Information dissemination should address (a) pesticide usefor cosmetic purposes, (b) appearance and food safety, (c) flavor and shipping characteristics, and (d) production method and nutritive content.