Modern consumers are continually searching for more information about where their food comes from and its nutritional value. As a result, policy makers and the food industry are using origin and nutrition labeling to capitalize on this change in demand. This study employees a discrete choice experiment on tart cherry juice selection to determine consumer preferences and willingness to pay for origin and nutrition related food attributes namely nutrient content claims, health-related claims, origin labelling and a novel “farmer support claim.” Tart cherries are the ideal case to study these two labels as they possess health-promoting nutrients and are a staple United States specialty crop. We find that consumers are willing to pay a premium for origin and nutrient content labels when accompanied by a farmer support claim and health-related claims, respectively. These findings are relevant for the tart cherry industry as they work to improve the market of domestic tart cherries in a crowded United States market.
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