Consumer interest in sampling pawpaw and sorghum syrup products has distinctive demographic and regional characteristics. The findings of this study have implications for marketing strategies geared toward expansion. There appears to be a strong connection between sampling interest for these products and gourmet/specialty food stores: retail venues that can be explored to help reach beyond the traditional farmers market. Demographics do seem to matter and can be considered for various product selection and merchandising strategies. Place is an important consideration. Consumers from different regions reflect different responses on unusual products sampling. Individuals from rural regions are more likely to sample sorghum syrup products. Individuals from Kentucky have positive likelihood to sample for both pawpaw and sorghum syrup products. Further, individuals from Missouri, West Virginia, and Tennessee are more positive likely to sample sorghum syrup products. The results showed stronger state-by-state differences for sorghum products than for pawpaw products, with particularly higher likelihood to sample products in the deep southern states.

These results should be informative to pawpaw and sorghum producers exploring value-added products and market expansion. The study goes beyond simply awareness and interest. Willingness to sample provides useful insight into who may be open to shopping for these kinds of products and where they may shop. Offering first-time sampling, or sampling what consumers understand to be an “unusual” product, is a widely used strategy in the market expansion process for food products. The results suggest regional markets and specific demographics where product development for pawpaws and sorghum syrup products is more likely to take place.