10pgs, Why farmers are increasingly banding together to take their products online, targeting consumers directly without the fuss of a physical market.
17 pages, Short food supply chains have become the focus of considerable research in the last two decades. However, studies so far remain highly localized, and claims about the economic and social advantages of such channels for farmers are not backed by large-scale empirical evidence. Using a web survey of 613 direct-market farmers across Canada, this article explores the potential economic and social benefits that farmers derive from participating in short food supply chains. We used multivariate analysis to test whether a farmer’s degree of involvement in direct food channels is positively correlated with levels of work enjoyment, social satisfaction, and economic satisfaction. The results indicate that, overall, direct-market farmers report high levels of occupational satisfaction, although work-related challenges persist, such as stress, excessive workloads, and competition. Farmer participation in short food chains was also a positive predictor of work enjoyment and economic satisfaction, but not of social satisfaction, as measured by the share of total farm sales attributable to direct selling. Net annual farm revenue, the share of direct food sales involving a middleman, age, and gender also correlated with one or more dimensions of occupational satisfaction.
17 pages, US farmers market managers must be strategic in deciding which vendors sell at their markets. They would benefit from understanding how market characteristics impact vendor sales, although the few studies that have explored this topic have found inconclusive results. We use a unique panel database of sales at 13 farmers markets to estimate how vendors' sales are influenced by the characteristics of their farmers market. We find that average sales at weekend farmers markets becomes increasingly large as farmers markets increase in size. At weekday markets, average sales increase as small markets add vendors but eventually decline as markets become larger. These results could occur if weekend markets attract shoppers from increasingly greater distances as they become larger, while average sales eventually decline as weekday markets increase in size due to vendor competition. Produce vendors experience higher average sales at weekend markets than weekday markets and experience a relatively small increase in sales as market size increases. Vendors of hot prepared foods experience higher sales at weekday markets [EconLit Citations: Q10, Q12, Q13].
Online from publication. 1 page., Describes growth of consumption of fresh fruit and vegetables in the U.S., beginning in 1970 with introduction of the popular Miss Chiquita character and follow-up promotional efforts.
Online from publication. 2 pages., Author notes how, in the food marketing complex, diversification can help a business survive in this changing industry.
2 pages, Online from publication. 2 pages., Food Marketing Institute's 2020 Power of Produce Report indicated that the power of local produce is not fading. More than 50% of respondents said they would like to see a greater assortment of locally grown produce at their primary store. Great promotions, displaying items in season and eye-catching displays were identified as most effective at driving impulse purchases, which tend to involve local produce.
Online from publisher. 3 pages., Case examples in the eastern U.S. of consumer food buying from local, -in-state, and regional producers, with expressions of increased interest and preference.
9 pages, Financial performance benchmarks were estimated on the basis of samples of successful Northeast fruit and vegetable producers classified by primary local foods market channel. Comparisons across farm stores, large urban farmers' markets, and intermediated market channels were conducted for the purpose of identifying key differences in human and financial resource requirements. The benchmarks provide data useful for assisting individual farmers in assessing their performances and new and beginning farmers in identifying appropriate market channels for their businesses. Additionally, the benchmarks provide a rich source of information for use by Extension educators in developing programming around local foods marketing opportunities and business planning.
8 pages., Originally published by Yes! magazine and reproduced by High Country News as part of the SoJo Exchange of COVID-19 stories from the Solutions Journalism Network., Some consumers have turned to community agriculture as the pandemic strains the nation's food system.
