Consumer Preferences for Florida-Grown Blueberries Part 2: Blueberries in the Marketplace—Insights into Florida Consumers' Brand Origin Awareness and Purchasing Behavior

This publication is second in the multi-part "Consumer Preferences for Florida-Grown Blueberries" series. The objective is to enhance the marketability and competitiveness of Florida-grown fresh blueberries by analyzing consumers’ preferences for various blueberry attributes. Audiences include Florida blueberry growers, marketers, and retailers. We examine labels and attributes and provide recommendations on how to optimize packaging to meet consumer demand and enhance the product’s market share. Part 2 of the series examines the importance to Florida consumers of the Fresh From Florida logo compared to other labels and investigates their preferences and willingness to pay for the logo. Next, it assesses their knowledge of the local blueberry season and their experiences purchasing Fresh From Florida labeled blueberries. Finally, it evaluates overall local brand awareness among Florida consumers. This analysis will help inform Florida growers’ marketing decisions.