Direct Market Retailer Perceptions of State-Sponsored Marketing Programs

Direct market retailers were surveyed to evaluate their participation and opinions of the Jersey Fresh state marketing program. Other states interested in establishing a similar marketing program could target retailers who are most likely to participate in such a program. Specifically, the study results suggest that retailers with outlets in urban areas or with retail outlets open for more than eight months during the year would be more likely to participate. Retailers who used other logos to identify their fresh produce were more likely to intend to use state promotional logos in the future. Asuccessful approach to recruiting these retailers might be to form partnerships with local cooperative organizations which label and market produce from many growers collectively.