While it was not a Canadian study, many concerned farmers will be pleased to learn that consumers are willing to pay higher prices for produce grown using methods that support pollinators, especially when those practices are clearly explained at the point of sale.
The research was from the University of Minnesota and it offers positive news for specialty crop growers interested in pollinator-friendly production. The study was conducted in summer 2025 by Research Fellow Gigi DiGiacomo and Dr. Chengyan Yue as part of a larger project focused on understanding how much consumers value pollinator-supporting practices.
The study included a choice of experiments with 677 participants. Most participants were shoppers at the Minneapolis farmers market and the Minnesota State Fair. It was not a random sample at a grocery store.
On average, the survey consumers were willing to pay about 50%, or $1.94 more per pound, for cherry tomatoes labeled as pollinator friendly compared to similar produce without that label. Locally grown produce also earned a premium of about $1.08 per pound, showing that local production remains an important factor for buyers.
“Understanding your customer base is essential,” said DiGiacomo. “Our findings show that specialty crop growers — many of whom already depend on and support pollinators to enhance fruit set and quality — are well positioned to capture price premiums by highlighting these existing management practices.”
The pollinator-friendly claim itself carried the most value. Third-party certification did not significantly increase consumer willingness to pay, suggesting that clear messaging may be more important than certification in direct-to-consumer markets.
The study also found that consumer preferences are not the same for everyone. Some shoppers are very price sensitive and prefer simple messages with reasonable prices. Other consumers, especially those in urban areas, place greater importance on local origin and are more open to premium pricing.
Some groups respond best when both pollinator-friendly practices and local production are highlighted together.
“Our sample is local and represents urban, direct-to-consumers, and event-based shoppers. We would like to explore whether our findings apply to general Minnesota or Midwest consumers,” said Yue.
“Additionally, it is possible that consumers value pollinator-friendly practices in self-pollinated vegetables differently from crops that rely on insect pollinators. Our research team will explore how consumers value the pollinator-friendly attribute across different crop types,” said Yue.
For Canadian small farm growers, the key message is to understand their customer base and align marketing strategies with your target audiences. Clear and easy communication about pollinator-friendly practices can help growers capture added value, especially in farmers markets and local retail settings. Signs, labels, and direct conversations can all play an important role.