Cheese quality at farmers markets: observation of vendor practices and survey of consumer perceptions

Cheese sold at farmers markets was explored to determine how consumers assess the quality of the product and whether vendors follow safe handling protocols. In total, 17 cheese vendors were observed and 108 consumer surveys were administered. Observation of vendors demonstrated good safety practices through pre-packaging of product and clean premises. Observations revealed that eight vendors (47%) had problems with refrigeration, while the majority of vendors lacked in the practice of hand washing. Approximately one-half of the consumers surveyed did not purchase farmers market cheese, and identified distance from home as the main reason. This concern with distance from home presents the opportunity to increase the number of farmers markets in additional communities so as to acquire a greater share of the population for cheese vendors. Selection, freshness and flavour were listed as the primary reasons for purchasing farmers market cheese.