The 2011 Food Safety Modernization Act (FSMA) exempts most small- and medium-scale growers in the U.S. from the new produce safety rule that creates a set of minimum safety standards for producing and processing fresh fruits and vegetables. While the exemption may limit the financial burden of growers in the short term, growers not willing or unable to meet food safety standards could lose out on market opportunities. In this article, we draw on a primary dataset of 301 survey responses from small- and medium-scale produce growers in New England (NE) and develop a conceptual framework for analyzing both objective and subjective factors associated with the on-farm adoption of food safety practices. We begin our analysis by exploring the extent to which growers report being financially able and willing to invest in food safety practices, and continue with an assessment of factors associated with the financial ability and willingness to adopt these practices. Regarding ability, we find that 24% of growers were able to adopt practices regardless of cost, while 64% were able to invest if not cost prohibitive. The odds of being able to invest increased 4% for every one-unit increase in the food safety knowledge test score and increased 20% for every one-unit increase in the number of practices implemented. In addition, the odds were 84% lower for those who reported financial barriers to adoption compared to those who did not. With respect to willingness, 46% of growers were willing to adopt practices regardless of cost, while 49% were willing if not cost prohibitive. The odds of being willing to invest increased 4% for every one-unit increase in food safety knowledge test score, were 4.9 times more likely for those who perceived no barriers to the implementation of practices, and were 2.7 times more likely for those who perceive that growers have a role to play in food safety. We conclude with a discussion of the practical implications for technical assistance providers, policy makers, and government agencies, as well as avenues for future research. These are centered around three points: (1) the high potential for adoption of food safety practices where cost remains a limiting factor, (2) a potential disconnect between the commonly used knowledge deficit approach to food safety training and what growers want and need to know, and (3) the importance of adopting a systemic approach to understand the realities of growers and the diversity of factors that shape the adoption of food safety practices.
