Although a greater number of Americans are eating more food away from home and are consuming more processed foods, there are opposing trends as well. Gardening as a hobby is one of Americans' favorite pastimes. Cooking for pleasure and health is also ranked high. Market research studies have identified changes in consumer attitudes toward environmental issues regarding food production and safety. Consumers are seeking more information from food labeling to guide their food choices.
Consumers also have a greater number of market venues for purchasing fresh produce.
The number of health food, gourmet, and ethnic food stores is rising. Markets that sell directly to consumers are growing. The number of farmers' markets has risen nationally and in Kentucky. Many retail and large supermarket stores are offering greater sales of environmentally friendly products and locally grown produce. Internet sites are now available to consumers to purchase vegetable produce and other products.