Consumer perception of organic peanuts and peanut products: Identifying acceptance and purchase interest

• Consumer interest in organic food products is increasing • Organic peanuts are not readily available in the US • Consumers do not associate whole peanuts with branded products • Consumers at present are not willing to pay a premium for organic peanuts An online survey was conducted by the North Carolina State University Sensory Service Center to determine the purchase intent of consumers of peanuts and peanut-containing products that have been grown under organic conditions. From the surveys completed (313), it was determined that the highest number of consumers purchased peanuts either as peanut butter or as snack or energy bars. They considered organic foods to be more nutritious and safer than conventionally grown foods. The importance of organic peanuts and peanut products being available for purchase did not rate above no preference on a sliding scale. When asked about paying a premium price for organically produced peanut products, an increased price over that of conventionally produced products was small. The data indicates that the increased cost to growers in the North Carolina region to produce organically produced peanuts would not be justified at this time.