Consumers prefer to buy fresh produce at shops: Study

SWEET potato farmers have gained valuable insight into consumer buying preferences, which is helping to identify new market opportunities, according to a recent market analysis.
The analysis was supported by the PNG-Australia partnership through the Australian Centre for International Agricultural Research (Aciar).
It revealed an increasing number of consumers in Port Moresby who preferred to buy fresh produce from supermarkets because of convenience and safety.
Research project leader professor Philip Brown from the Central Queensland University said farmers were looking for stable markets where they could receive more consistent prices for quality produce.
“The research shows that consumer behaviour is likely to support an expansion in the supermarket sector in large urban centres and this is positive news for the farmers,” Brown said.
“This could allow commercial focused farmers to secure more stable market access.”
The survey, which sampled 353 consumers, was part of Aciar-supported sweet potato research led by CQU and the PNG National Agriculture Research Institute (Nari) to enhance sweet potato value chains by improving the quality of the roots harvested.
“The project is helping farmers build their business skills and connect with emerging supermarket opportunities,’ Brown said.
CQU researcher Kirt Hainzer said it was the first research to incorporate consumer behaviour and explore what role supermarkets could play in developing PNG’s commercial sweet potato industry.