How do consumers define, identify, and source regionally grown fruits and vegetables? A cross-sectional study in two agricultural regions of Australia

Regional food systems are complex networks with numerous retail sources that underpin a local economy. However, evidence is limited regarding consumer perceptions of how to define, identify, and source regionally grown fresh fruits and vegetables (RGFFV). This study aimed to determine how RGFFV are defined and identified by consumers, and where they are sourced in two agricultural regions of Australia. A cross-sectional, quantitative survey was conducted using a convenience sample of adults in Tasmania and South West Western Australia (WA). Survey data (Total n=243; Tasmania n=120, South West WA n=123) identified that consumers had mixed perceptions of how RGFFVs are defined, including produce sold at farmers markets (37%), grown within a geographic boundary (27%), available at local supermarkets (21%), and to a lesser extent, sold at farm-gates. RGFFVs were most commonly identified through product labelling (60%). Consumers reported purchasing RGFFVs at supermarkets (80%), greengrocers (68%) and farmers markets (63%), and a high proportion grow their own (67%). While supermarkets offer convenience, consumers enjoy the experience of farmers markets and growing their own produce. These findings assist in identifying gaps and opportunities for improving the consumption of fresh produce, which may positively influence regional economic growth and population health and wellbeing.