This project aims to track online personal food preferences and establish a hierarchy of drivers for purchasing produce, including affordability, access, and source. The goal is to provide invaluable insights into consumer behaviour for NSW farmers, enabling them to align their production and marketing strategies accordingly.

The project will utilise seasonal products such as cherries and year-round products like blueberries as agricultural examples in experimental surveys. The results of these surveys will be combined with large socio-economic datasets, such as HILDA, to create and test consumer preference hierarchies.