Delmar Hatesohl Collection, Companion articles here. The first presents this poem inviting patience and wisdom in addressing the prices the farmer is receiving, as compared with prices of other things people buy. The follow-up letter to the editor suggested that whoever penned it was "preying" on ignorance and appealing to emotionalism.
Via online. 5 pages., "Industry in a frenzy, trying to decode the sludge of public opinion while still getting used to the idea this is something to take seriously."
Hall, Clare (author), Toma, Luiza (author), Costa Madureira, Livia Maria (author), Barnes, Andrew (author), and Renwick, Alan (author)
Format:
Paper
Publication Date:
2012-09-18
Published:
International
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 186 Document Number: D00922
Notes:
Paper presented at the 131st EAAE (European Association of Agricultural Economists) seminar, "Innovation for agricultural competitiveness and sustainability of rural areas," Prague, Czech Republic, September 18-19, 2012. 17 pages.
In recent years, there has been a rapid growth in new type, direct and short supply chains (SSC) Hungary, and the markets have proved to be globalisation-resilient, keeping their market share from sales of fast-moving consumer goods. We conducted a consumer and producer survey to identify the most important expectations and experiences about markets in Hungary. We applied a service quality model (SERVQUAL) to measure the consumers’ and producers’ opinions and satisfaction of Hungarian markets. A warning result of our study is that vendors estimate their level of service above that of the consumers’ experiences which means that, in spite of the direct communication, they do not have an accurate understanding of their customers’ requirements. Our surveys also showed that there is a substantial deficiency between the services expected and experienced at markets in all dimensions (environment, service, convenience and produce) that influence the choice of retail channel. The most important dimension proved to be produce quality which should thus remain in the focus of market developments. In recent years, new trends in urban local food movements have started to emerge in Hungary which could not be detected at the time of our survey (2012). Thus we intend to extend our survey in the future to see whether these new local-alternative food movements have formed a new consumer segment for farmers’ markets in Hungary, and in what way should the market vendors modify their services to be able to ride this new trend.
Online from publication. 3 pages., "Retailers care about sustainability because consumers care, but for many the pursuit of sustainability tends to be more of an afterthought than top priority. Sustainability is valued highly by growers, retailers and consumers, but there is not always common understanding of what it means."
Online from publication. 5 pages., Summary of a survey among U.S. consumers, performed by Aimpoint Research for The Packer. Findings suggested that the lack of a concrete definition of sustainability points to the need to earn consumers' trust regarding the food industry.
