The Ag. Entrepreneurship Extension Team at Penn State (farmbusiness.psu.edu) investigates opportunities for stakeholders (e.g. growers, wholesalers, processors, retailers) and disseminates applicable information to these groups. A few of us in the team have been focusing on gathering data from consumers residing in Pennsylvania and surrounding states pertaining to their fruit and vegetable purchasing attitudes and behaviors, with particular emphasis on better understanding the fresh and processed apple purchaser. We have conducted a few studies since 2008 and would like to share that data and provide examples of marketing strategies that stakeholders could implement based on the research.