This episode of features guest expert Professor Alicia L. Rihn of the University of Tennessee's Institute of Agriculture and her research into what consumers want and what they are willing to pay for. Consumer demographics as well as regional influences impact what consumers are looking for from producers and what they will pay for it. Alicia's background in horticulture as well as business has helped her discover insight into the complex equation that leads to producer profitably. We discuss her research into adaptability and how small growers are able to adapt quickly, in part because they are better able to communicate these features and changes to their customers. And how these growers evolved during the pandemic to take advantage of shifting conditions and consumer preferences.