Utah Farmers Market Consumer Preferences for Local Cut Flowers

Abstract

In this fact sheet, we review the results of a 2024 study examining consumer preferences for local cut flowers at Utah farmers markets. Study data were collected in person via Qualtrics at six farmers markets across northern Utah, with 51 total responses. We discuss farmers market consumer purchasing preferences, familiarity with labeling programs, and preferred flower colors and varieties. Additionally, the factors influencing consumer decisions when purchasing cut flowers, as well as the product information they rely on, are discussed. Overall, the information in this fact sheet will assist cut flower growers in making informed decisions regarding production methods and marketing strategies