In its “Why Buy Local?” consumer research report (2025), ASAP’s Local Food Research Center found that 87 percent of consumers in Western North Carolina purchased local food products at least monthly. The primary driver was connection and support of local farmers. However, 35 percent of these local food shoppers reported that price was a barrier to buying more local food. Among typical shoppers, this figure rose to 57 percent. Therefore, ASAP conducted an environmental audit of 10 farmers markets and 13 nearby retail stores in autumn of 2025. The purpose of the audit was to assess food prices on seasonal food items and to assess product labeling including name/variety, price, and growing practices.

Key findings include:

• Farmers market apples were the same price or lower than grocery stores if bought in bulk.

• Of the nine seasonal vegetables audited, six were comparable in price. Farmers market carrots and potatoes were higher in cost, about $1 per pound more than grocery store offerings.

• Farmers market eggs were found to be less expensive or comparable to eggs labeled as pasture-raised (free-range and cage-free were not included as comparable varieties).

• Locally raised ground meats were found to be more expensive at the farmers market.

• Honey sold at farmers markets was also higher in price than grocery store varieties.

“Shopping at farmers markets can be an economically viable option for shoppers, especially in combination with shopping at groceries for staple items. Markets give shoppers the opportunity to support their values, such as connection to local farms,” said Jessica Ruiz, ASAP’s Community Research Coordinator. “Programs like ASAP’s Double SNAP, found at more than 30 local markets, can help reduce food costs for customers, with the dual benefit of paying farmers a fair price for fresh local products.”

This work is supported in part by the National Institute of Food and Agriculture, U.S. Department of Agriculture, through the Southern Sustainable Agriculture Research and Education. 

Source: SThe price of many seasonal fruits and vegetables at farmers markets is comparable to the price at traditional grocery stores, and pasture-raised eggs are cheaper, according to a new data brief released by ASAP’s Local Food Research Center. 

Source: ASAP.