Consumers' perceptions of the safety of fresh produce sold at farmers’ markets

The number of the farmers' markets has been increasing rapidly due to the growing demand for fresh and local foods. However, the number of foodborne illnesses linked to fresh produce has increased in the last decade. The main purpose of this research was to investigate consumers' awareness of safety of locally grown fresh produce sold at farmers' markets in Kentucky. Consumers' practices that were employed to ensure food safety at farmers' markets and their households were also evaluated. Surveys were administered to farmers' market consumers at 8 farmers' markets between April and October of 2017. Data from 239 completed surveys were analyzed. The results revealed that 97% of respondents stated that product freshness and product taste were very important or extremely important reasons for shopping at the local farmers' markets. Almost 65% of the participants reported they were concerned about the safety of perishable farmers' market purchases. The farmers (43.3%) and consumers (42.9%) were perceived to be the most responsible party to food safety at farmers' markets. A better understanding of consumers’ perceptions allows stakeholders, including growers and vendors, to make better informed decisions regarding their food safety policies and practices.