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.
9 pages., Online via UI electronic subscription., Researchers used unique data collected from consumers, vendors, and markets in a rural region of New York State to develop an empirical model of subjective and objective measures of vendor performance to identify important factors for improved market sustainability. Results suggested four inter-related planning recommendations when considering market and public policyinterventions.
15 pages, Farmers are invited to tell stories about their farms, especially about their farm’s origin and history. However, some farm stories go untold, are uninvited, or become obscured, including stories of farm closures. With this case study, we invite journalists and academics to provide further opportunities for farmers to tell their own closure stories. Written by the farmer and her CSA member and friend, who researches farmer communication, this case study calls on farmers to tell their farm-closure stories in the complicated and robust ways such stories deserve. We draw on academic and public scholarship about farm closures and farmers’ disclosures to feature how one farmer decided to end her farm and farming career. We chronicle her decision-making process and her strategies to communicate the closure of her farm, as well as analyze themes from how audiences reacted to her news. We also offer a range of reasons for inviting such telling of complex closure stories.
