A Profile of Tennessee Farmstead Milk Consumers

An online survey of 817 Tennessee consumers identified those more likely to be familiar with and purchase bottled milk produced and processed at the same farm (i.e., farmstead milk [FSM]). Three logistic regression models were analyzed for variables, including heard of, previously purchased, and future interest in purchasing FSM. Few variables impacted each model, with only respondents’ age and local food purchase frequency impacting all models. Findings suggested that some consumer demographics may impact knowledge and purchase likelihood of FSM, but they changed based on region. Producers may benefit from specialized marketing strategies targeting younger, married individuals with children who are local-oriented consumers.