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Lotus (Nelumbo nucifera Gaertn.) is an underused edible aquatic perennial vegetable currently evaluated as a potential functional food source and promoted in the southeastern United States as a rich source of phytonutrients. There is a paucity of information concerning consumer acceptance and willingness to purchase edible, value-added lotus products in the southeastern United States. The purpose of this exploratory study was to evaluate the potential demand and consumer preference for fresh lotus rhizomes and value-added products namely lotus salad, baked lotus chips, and lotus stir-fry. Results of two taste panels indicated that lotus stir-fry was the most preferred value-added product with 77% of participants strongly liking stir-fry, whereas 92% of the participants were willing to recommend this preparation. Results suggest socioeconomic characteristics such as gender (P = 0.014), age (P = 0.005), income (P= 0.043), education (P= 0.003), shopping habits (P= 0.013), and type of meal purchased (P= 0.004) are the factors affecting consumer choice and willingness to recommend lotus stir-fry. Results provide information on consumer acceptance of fresh lotus rhizomes and valueadded products. Findings of this case study will assist in analyzing consumer behavior and development of sustainable niche markets for locally cultivated fresh edible lotus rhizomes. [ABSTRACT FROM AUTHOR]