Love your country? How does that translate to a price premium?
How much more would you pay for U.S.-grown produce?
That is a purely speculative question, true, but it does test the strength of our convictions about our preference for U.S.-grown produce, supporting our local farmers, and other convictions we are supposed to aspire to.
I asked the LinkedIn Fresh Produce Industry Discussion Group the question in this way:
For crops like grapes and berries, how much is “U.S. grown” worth in selling to domestic retailers in 2021? ( (given equal quality)
- $1 per carton: 22%
- $2 per carton: 30%
- $3 per carton: 15%
- More than $3 per carton: 33%
One comment suggested that the question should be asked of retailers. Ultimately, though, consumers wield more influence than retailers.
One commenter remarked:
“Every product has its own price. Usually, producers work hard and get a small profit. As a consumer, I, first of all, see the quality of the product, then, price and origin of that product. Of course, every country supports its own production but price & quality are on the first."
The preference for U.S.-grown produce over imports isn’t simple. Other factors such as availability, price, quality, sustainability, worker welfare and other considerations play a part.
The results of the poll seem to say that we are willing to pay a premium for U.S.-grown produce, at least in theory. And perhaps only in theory.
