This article reports consumer perceptions of freshwater prawns sold in a Kentucky's farmers' market. Data were collected via a face-to-face survey of farmers' market patrons. A conjoint experiment was included in the survey that elicited respondent preferences for different characteristics of prawns. The results show that many consumers were equally accepting of both whole prawns and processed prawn tails. Other results show that having a certified “Kentucky-grown” product was as important as the product's price to consumers at the farmers' market.
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Vol. 29 • No. 1