Frequency of consumption, familiarity and preferences for chestnuts in Missouri

A study of frequency of consumption and familiarity with preparing chestnuts was conducted in the state of Missouri from 2003 to 2008. A conjoint analysis of chestnut attributes was completed in 2008 to expand on previous consumer preference research. Information from final consumers was collected during the annual Missouri Chestnut Roast festival at the Horticulture and Agroforestry Research Center in New Franklin, Missouri. The study tracks changes in frequency of consumption and consumer familiarity with preparing chestnuts. The conjoint analysis evaluated pair-wise profiles to quantify the effects of origin, production process and price on consumer preferences. Results show improvements in the frequency of consumption and familiarity with cooking chestnuts in Missouri. Findings suggest the festival has influenced consumption patterns among return visitors. The conjoint analysis identified locality of produce and organic certification to be major drivers behind consumer preferences. Price is also an important attribute influencing consumer preferences. Conjoint analysis results indicate that chestnuts grown in Missouri or the U.S. carrying an organic label can capture price premiums.