Where do New Englanders Buy Local Farm Food and How Often?

Authors

• Cindy (Luyue) Zheng, University of New Hampshire - Main CampusFollow
• Olivia Burton, University of New Hampshire - Main CampusFollow
• Hannah Stokes-Ramos, University of New Hampshire - Main CampusFollow
• Jessica Carson, University of New Hampshire - Main CampusFollow
• Isaac Sohn Leslie, University of New Hampshire - Main CampusFollow
• Analena B. Bruce, University of New Hampshire, DurhamFollow

Abstract

We conducted a population-based survey of food shopping attitudes and habits to inform decision-making about ways to expand market access for New England’s food producers; these findings can be generalized to the adult population of New England. Our research shows that more than half of New Englanders say farm stores or stands, farmers’ markets and retail stores are easily available to them, but they only shop occasionally at these places, indicating other barriers may limit participation. To understand potential barriers, we conducted 35 interviews with New Hampshire adult residents between June and November of 2023, capturing a diverse range of perspectives and experiences. When participants were asked to describe any barriers to accessing local food and things that would make it easier or make them more likely to buy from these local food venues, they pointed to a perceived lack of affordability, familiarity and sense of belonging. Overall, our findings show that New Englanders most often purchase local food from brick-and-mortar stores. They only buy from farm stands, stores or farmers' markets occasionally, which is insufficient to ensure market access for local farms. The fact that most New Englanders visit farm stands, stores and farmers' markets at least a few times a year signals that there is broad public interest, but there are barriers to routine shopping at these venues.

Date Created

2025

Department

Department of Agriculture, Nutrition, and Food Systems

Publication Date

2025

Subject

Direct marketing guidance for New England farmers

Grant/Award Number and Agency

USDA National Institute of Food and Agriculture (NIFA) Agriculture & Food Research Initiative (AFRI), Award #110394

Language

English

Document Type

Article

Link to Full Text URL

https://static1.squarespace.com/static/5d9b636f813a3d3a41793101/t/6837356fe5dac04fcfc62d67/1748448624796/AFRI+Research+Brief+2_5-9-2025.pdf

Recommended Citation

Luyue (Cindy) Zheng, Olivia Burton, Hannah Stokes-Ramos, Jess Carson, Isaac Leslie, and Analena Bruce. 2025. Where do New Englanders Buy Local Farm Food and How Often?