Willingness To Pay for a Native Central Texas Plants As A Food Source
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The purpose of this study is to test the consumer willingness to pay rate of a native Texas plant fruit product for the restaurant industry as well as for the consumer market. Farmers' markets and restaurants specializing in either local and/or organic foods were the focus of the market samples. The survey to determine market viability was two-fold: the first part was an intercept survey of farmers' markets in multiple cities where individuals were asked to participate in the survey, and the second part was a lead-user interview survey with restaurateurs in some of the same cities as the farmers' markets. Five cities all located in the geographic area of Central Texas were included: San Marcos, Austin, New Braunfels, Wimberley, and Bastrop. Approximately 400 responses were gathered from farmers' markets during market days at market locations. Approximately 400 responses were gathered from farmers' markets during market days at market locations. Seven surveys of restaurateurs provided more in-depth qualitative data on the value of the product to specialty restaurants. Results indicate that there is potential for native plant products to be introduced to the market, as long as the price is competitive.