Gainesville, Fla. – A new study from the University of Florida’s Food and Resource Economics Department reveals a clear shift in consumer behavior among home gardeners. Researchers interviewed hundreds of people nationwide and discovered that Floridians who tend their own gardens are prepared to pay about twice the cost per pound for locally grown tomatoes compared with shoppers who do not garden.
Why gardeners value local food
“Once you know the hard work it takes to grow a vegetable, you really appreciate it, especially the taste and flavor,” said Tia Saracino, a residential horticultural agent with UF/IFAS Hillsborough County. “There is nothing like a delicious vegetable or fruit you grew in your own home or locally. It just has superior flavor.” The study suggests that this personal connection to the growing process translates into a willingness to support local farmers.
Implications for Florida farmers and markets
Chenxi Hu, a Ph.D. candidate in the UF Food and Resource Economics Department, explained the broader impact: “One of the implications from this research is for the home market or for the local farmers, because they can assume, and they can consider people with gardening experience as a new consumer segment that they can target.” By recognizing gardeners as a distinct market, farmers’ markets, pick‑your‑own operations, and community‑supported agriculture (CSA) programs can tailor outreach and pricing strategies to capture this premium‑paying segment.
Local opportunities for growers and residents
The study arrives at a time when recent food recalls and illness outbreaks have heightened consumer interest in controlling their own food supply. UF/IFAS horticulturalists note that now is an ideal moment for Floridians to prepare soil and begin planting. Even residents without large yards can participate; apartment dwellers can use container gardens or simple herb pots, and Hillsborough County offers roughly 30 community gardens for those who wish to join a shared growing space.
Economic boost for the state
When gardeners choose to purchase locally produced items at higher prices, the additional revenue circulates within Florida’s agricultural economy. This can lead to job creation, expanded market infrastructure, and stronger resilience against supply chain disruptions. The study’s findings align with state initiatives that encourage local food production as a component of economic development and food security.
How to get involved
For Floridians interested in supporting local agriculture while enjoying fresher, more flavorful produce, the study recommends a few practical steps:
- Start a small garden using containers, raised beds, or community‑garden plots.
- Visit farmers markets and ask vendors about “gardener‑friendly” pricing or bulk discounts.
- Explore pick‑your‑own farms and CSA programs that often reward members with lower prices for larger commitments.
- Connect with local extension agents, such as UF/IFAS, for guidance on soil preparation, planting schedules, and pest management.
By embracing these opportunities, Floridians can enjoy healthier meals, support family farms, and reinforce a food system that reflects the state’s agricultural heritage.
About the research
The study was conducted by UF researchers who surveyed a national sample of home gardeners and non‑gardeners, comparing their willingness to pay for locally sourced tomatoes. While the exact sample size was not disclosed, the researchers emphasized that the trend was consistent across multiple regions, with Florida respondents showing the strongest premium willingness.
Fox13’s Briona Arradondo gathered additional insights from UF Ph.D. candidate Chenxi Hu and UF/IFAS horticultural agent Tia Saracino, providing local context to the national findings.
Original reporting: Tampa Bay Florida News (HLL/CB) — read the source article.
