Save the date for the upcoming SERA-47 Tea & Coffee Hour
Thursday, June 5, 2025, from 2-3 PM (Central)
Topic: Evaluating Consumer Preferences and Willingness to Pay for North Carolina Value-Added Agricultural Products
Presenters: Kenrett Y. Jefferson-Moore (Professor) - North Carolina A&T State University; Obed Quaicoe (Associate Professor) - North Carolina A&T State University; Jarvetta Bynum (Lecturer) - North Carolina A&T State University; and Mecca Straughter (Research Associate) - North Carolina A&T State University
Description: This study explores consumer preferences and willingness to pay (WTP) for value-added agricultural products produced in North Carolina. Through surveys and choice experiments, the research assesses which attributes—such as local origin, organic certification, eco-friendly packaging, and product labeling—most influence purchasing decisions.
Key findings indicate that consumers place a premium on locally sourced and clearly labeled value-added goods, particularly those that emphasize sustainability, freshness, and support for local farmers. The study also identifies demographic trends in WTP, showing stronger preference among younger, higher-income, and more environmentally conscious consumers.
The results offer valuable insights for producers, marketers, and policymakers aiming to strengthen the local food economy. By aligning production and branding strategies with consumer values, North Carolina agribusinesses can better capture market opportunities and build more resilient, consumer-driven value chains.
Register to receive the Zoom Link: https://msstateextension.zoom.us/meeting/register/7011Lw5ES8SdhTDbfuS-EQ
For accommodations, please contact Grace Langford at Grace.langford@msstate.edu or 662-325-3207.
To learn more about SERA-47, access their website at https://sera-47.extension.org