Navigating the Tennessee Farmstead Milk Landscape: Generational Perspectives on Consumer Preferences, Purchase Locations, and Awareness Channels

Author(s): Liz Eckelkamp | Alicia L. Rihn | Caitlin Samantha Zaring

Abstract

Consumer-direct farmstead dairy sales offer producers an opportunity to potentially capture additional marketing dollars. Here, an online survey of 817 Tennessee (TN) residents offers a detailed look at consumption patterns, buying habits, and preferences for FSM across different age generations (e.g., Millennials). This article provides insights about consumers purchasing behavior for farmstead dairy products and what businesses can do to attract different generations.