Frequency of consumption and preferences for chestnuts in Missouri

Abstract

A longitudinal study of consumers' preferences for chestnuts (Castanea spp.) was conducted from 2003 to 2008. Information was collected during the annual Missouri Chestnut Roast festival at the Horticulture and Agroforestry Research Center, New Franklin, MO. The objective of this research was to track changes in the preferences for chestnuts in mid-Missouri. It also elicited salient chestnut characteristics influencing consumers' purchasing decisions. Results from a conjoint analysis conducted in 2008 are reported. The conjoint analysis used a choice-based model to investigate responses from pair-wise product profile comparisons. The attributes investigated include price per pound, production process, and origin. Our findings indicate that consumer frequency of chestnut consumption is increasing. Results suggest a strong preference for locally and U.S. grown chestnuts. Growers that provide the market with chestnuts that are certified to be pesticide-free or organically grown could exercise competitive advantages.