Several consumers said that they felt that eating seasonally was important. C7 said “I like the idea of cooking seasonally. I don’t necessarily know all the reasons but it just feels like it is better. It feels like a simple solution that solves a lot of problems.” C2 mentioned that she liked eating seasonally in California because of the otherwise “absence of seasons.” It reminded her of living on the East Coast where there were “real seasons.” This gut reaction regarding seasonality was shared by C8 as well.

There seemed to be an even mix between consumers who felt they were aware of what vegetables were in season, and those that didn't have a grasp of such knowledge. Some mentioned that they knew what was in season because of growing up on a farm, while others' sense of seasonality was based on what was available at farmers markets. One of our participants, C2, said that she had started a “nerdy list” of what she saw at her farmers market, so that she could have a document of what was in season throughout the year in her neighborhood.

Some consumers mentioned wanting seasonal recipes.