Consumers have been showing significant interest in locally produced products, and the demand for local foods has further been shown in some cases to vary by region (Hu et al. 2012). Specialty value-added products that include regional favorites such as pawpaw fruits and sorghum syrup have been explored by producers directly selling in farmers' markets (Pomper and Crabtree 2010; Pomper 2009; Mask and Morris 1991). Product sampling is a widely used strategy to introduce consumers to unusual products in an effort to facilitate market penetration and increase demand. Producers of both products are exploring market expansion and the possible development of value-added products that could help overcome limits of perishability and limited use and thereby reach beyond the region. This study examines regional differences in consumer interest in sampling and identifies other influential demographic characteristics.

Processed value-added pawpaw products have the potential to extend the marketing season, but marketers perceive they need to build on existing consumer demand and recognition for the fresh product. Sweet sorghum1 is native to Ethiopia, and introduced to America in the colonial times (Bomford, 2012). Since then, sweet sorghum syrup has been produced at some level around the contiguous 48 states. Currently, however, sweet sorghum syrup production in Kentucky makes up about 90% of the total U.S. output among the Southeastern and Midwestern states (Bitzer 1997). Sweet sorghum syrup, however, is produced on a smaller scale than most sweeteners and also marketed in a relatively narrow geographic segment (Ravensthorpe 2012). Interest in value-added products from sorghum syrup has been less driven by perishability limits but more by expanded market utilization.

Consumers with limited market access to traditional pawpaw and sorghum syrup products may be willing to consider value-added forms of these products. This study investigates sampling interests at farmers' markets as a starting point for measuring the potential marketability of paw-paw and sorghum syrup products.

This study looks at sampling interest for pawpaw and sorghum products in farm markets where traditional product forms are typically sold. Specifically, it examines (1) the various food retail locations where those responding favorably to these products have sampled other products and (2) the regional and demographic differences of explaining variation in consumer interest in sampling these products. Logit and probit models, which readily indicate marginal effect of the independent variables on sampling interest, were utilized in this study.

The likelihood to sample the products is measured by a seven point Likert scale from 1: “not at all likely” to 7: “very likely”. The Likert scale (4) represents that respondents are at least somewhat likely to sample the products. Thus, the Likert scale range of 4 (anchored by “somewhat likely”) to 7 (“very likely”) is treated as an indicator that respondents have positive propensity to sample the products, and the rest of the Likert scale (from 1 to 3) indicate a negative propensity.