Picking up Pawpaws: An Evaluation of Consumer Willingness to Sample Unusual Regional Products
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Product sampling is a widely used strategy to introduce consumers to unusual products in an
effort to build market penetration and demand. Two products that are especially popular in the
mid-south of the U.S. include pawpaw fruits and sorghum syrup. This study examines regional
differences of consumer interest sampling products made from pawpaws and sorghum syrup in
farmers markets while considering possible spatial and demographic characteristics influencing
consumer interest. 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.