From the famous Peach Days in Brigham City to the Strawberry Days in Pleasant Grove, Utah's fruit heritage is rich and diverse. Travelers along I-15 between Perry and Willard, Utah, pass through acres of orchards known as "Utah's Famous Fruit Way."
A recent study conducted by researchers from the Department of Applied Economics at Utah State University analyzes the perceptions and preferences of Utah consumers regarding fresh and packaged fruit products. The research highlights the significant economic contribution of fruit production in Utah and offers insights into consumer behaviors that could shape the future of local fruit markets.
The study emphasizes the importance of fruit production in the state, particularly highlighting the economic value of tart cherries, which generated $7.9 million in 2023. With 3,714 acres dedicated to cherry production, Utah produced over 32.5 million pounds last year. Other significant fruit crops include peaches and apples, grown on 1,310 and 1,104 acres, respectively.
The survey conducted among 384 Utah adults found that consumers increasingly prioritize locally grown products. The results suggest that local fruit production offers several advantages beyond economic ones. Consumers believe that local products are fresher, more flavorful, and of higher quality compared to fruit that has been transported and stored for long periods.
Harvested at peak ripeness, local products often contain higher concentrations of essential nutrients and minimize the risks of contamination, thus improving food safety.
“Taste, price, and freshness were the top attributes considered by over 80% of respondents,” said Kynda Curtis, a specialist in food systems at USU Extension. “While most consumers rely on traditional grocery stores for purchasing fruit, fresh fruit is also commonly bought at farmers markets and local farm stands.”
The study also explored the role of food tourism and agricultural tourism in consumer behavior. Nearly two-thirds of respondents reported visiting farmers markets, while a significant number also frequented restaurants and farm stands that source locally. This trend underscores the growing consumer interest in supporting local agriculture and its benefits.
For more information about the study and to access the full report, click here.
Read the full article: KVNU
Image: Food Growers News
05 Mar 2024
This season was characterised by fruits of good size, texture and flavour. However, the varieties most affected by the weather were the early varieties, says Masman, who points out that in cold conditions, Santina was the most affected variety.
31 Oct 2025
Supercritical CO₂ and water oxidation technologies enable efficient recovery of phenolic compounds from fruit industry wastewater. The Turkish study highlights environmental and economic benefits, as well as significant reduction in toxicity levels.
25 Jun 2026
The study on Gisela 5 rootstock examines how salinity affects cherry growth, chlorophyll, ion balance and antioxidant defenses, highlighting sodium buildup, biomass loss and the rootstock’s limited tolerance to salt stress under in vitro conditions, after four weeks.
25 Jun 2026
France expects more than 30,000 tonnes of cherries this year, around one third above average. Growers are urging consumers to buy more, while hand picking, short shelf life, pest pressure and rising orchard costs keep retail prices between €5 and €8 per kilo in June.
