Consumers have expressed concern about the human health and environmental consequences resulting from the use of agrichemicals by growers to produce food. This paper reports the results of a 1995 survey of consumer attitudes and perceptions about pesticides and fresh fruit and vegetable quality. While there is widespread concern about the human health hazards presented by pesticide residues in food at the time of consumption, this survey population reports greater consumer concern about environmental contamination from agrichemical use. Once familiar with the process of Integrated Pest Management (IPM), the respondents of this survey indicate they would prefer to purchase fruits and vegetables grown with IPM practices, would accept blemished fruits and vegetables in exchange for reduced chemical applications and would pay more for fruits and vegetables grown with fewer chemical applications. Additionally, the results of a partnership between local growers, a food retailer and a land-grant university with the goal of encouraging local growers to adopt IPM practices in fresh market production are presented. Results of an informal survey conducted in 1995 at a local grocery store document strong support for IPM once consumers understand the attributes of IPM. Recommendations for an IPM education program for employees and consumers are given
