13 pages, Current study was conducted during 2020 by Department of Economics, Fatima Jinnah Women
University, Rawalpindi, Pakistan to study evaluate the marketing channel of vegetables in
Punjab pertaining to farm’s profitability and the factors determining this profit based on primary
data collected from 100 farmers each for 4 selected vegetables . Data were collected through
structured questionnaire from 36 villages out of 7 cities of Faisalabad division while from 28
villages out of 5 cities of Bahawalpur division through purposive sampling technique. Gross
margin analysis and mean regression was done to estimate the determinants of profit both at
division level and for the pooled data. The gross margin per acre was calculated at Rs.171,676
for cucumber, Rs. 171,649 for green chilies, Rs. 315,229 for tomatoes and Rs. 33,002 for onions.
The regression results showed age, farming experience, credit and storage facilities, production
cost and commission to the middle man as significantly contributing factors in profit while
the choice of production technique appeared to be particularly depending on the educational
qualification of selected farmers. The peak age that yielded maximum profit was calculated at
49 and 42 years in Faisalabad and Bahawalpur division, respectively. Experience of farmers
was significantly increased in profit. The commission to agent surpasses all other payments that
farmers incurred during marketing process. The margin was around 39% and 33% of total cost
for cucumber and chilies in Faisalabad while 34% and 43% percent for tomatoes and onion in
Bahawalpur. So the enactment of farmers with middle man for the sale of crop was due to heavy
reliance on them for loans; around 80 percent famers in Faisalabad while about 40 percent
in Bahawalpur sought loans from middle man. The study suggested that healthy competition
among farmers by providing them adequate storage facilities, sufficient credit, perfect market
information and education could contribute positively in adopting advanced modes of production
to minimize the production and marketing cost.
6 pages, In this time of information overload, successfully engaging farmers with compelling outreach materials is a major challenge for conservation programs and related research projects. One potential approach is targeting information to the recipient, e.g., local rather than regional soil and water conditions, when sending messages to farmers. Targeted information may increase engagement by making materials stand out as more relevant and useful; conversely, it may decrease engagement by making farmers wary of the program and how it is using the information. We tested the effect of targeted information on farmer engagement using a large, randomized controlled trial in Iowa. In partnership with Iowa State University, we sent 2,996 farmers a single mailing with information about erosion at the local watershed (targeted) or state (control) level and measured their responses to a two-minute survey. We found that targeted information increased relative response rates by 20%, from 13.8% to 16.4%. This level of increase is meaningful for practitioners, as well as statistically significant. Our findings show that targeted information can be an important tool for practitioners and researchers seeking to better connect with farmers who are inundated with marketing mail.
16 pages, Zimbabwe’s agro-ecological regions IV and V lie in low rainfall areas and food security is a perennial concern. Vertical coordination strategies and market institutions provide hope for building farmer resilience in regions affected by climate change in Zimbabwe. This study focused on four districts (Binga, Chiredzi, Hwange, Matobo) which are in regions IV and V. A questionnaire was used to collect data from 281 respondents. Probit and Multiple linear regression models were used to evaluate the determinants. Results show that contract farmers allocated more than 3 hectares to small grains agricultural enterprise. The research established that long distances to markets, access to credit, extension services and affiliation to farming groups are some critical determinants which influence market participation and yields sold.
25 pages, The 2020 growing season presented new and significant challenges for farmers and farms across the United States as they navigated the COVID-19 pandemic. The rich and diverse agricultural landscape of Washington State offers a valuable microcosm in which to explore the experiences of farms in the U.S. during the pandemic. The purpose of this study was to qualitatively assess the impacts of the COVID-19 pandemic on directly marketing small farms in western Washington State, with a focus on farmers’ experiences with resilience. We conducted in-depth, semi-structured interviews with 15 farmers and used thematic analysis to explore the influence of the pandemic on overall experiences, responses, and values and perceptions related to small farms. Interviewees provided insights on the impacts of the pandemic on their daily farm operations, production costs, marketing channels, demand, and revenue. Farmers also reported shifting personal and public attitudes towards small farms during the pandemic. Product diversity, flexibility, multiple forms of support, values, and access to resources emerged as drivers of COVID-19 impacts and farm adaptations. When compared to existing frameworks on farm resilience, farms in this study are seen to demonstrate resilience via buffer and adaptive capabilities, which enable them to absorb and adjust to shocks. Farmers also discussed resilience via transformative capability, the potential to create new systems, leveraging the collective power of small farms to shape future food systems. Future research on the resilience of small farms should focus on ways to both promote resilience attributes and facilitate the ability of farmers to act on resilience capabilities.
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.
21 pages, Produce that does not meet sellers’ esthetic standards may be redirected to alternative uses or wasted, but consumer trends indicate potential marketability of blemished produce. We conduct a nonhypothetical experimental auction to elicit consumer willingness-to-pay (WTP) for produce of varying degrees of blemish and test whether valuations are affected by (1) information on food waste resulting from grocery stores’ esthetic standards and (2) additional information on the environmental impacts of food waste. WTP for blemished produce increases as consumers become informed, but the information effects vary by blemishing degree. Market simulations indicate that introducing blemished produce can increase retailer revenue.
5pgs, This time of year, fresh produce production is abundant in most U.S. states, with the North arriving to the party little later than those below the Mason Dixon line.
While retailers know how to source, merchandise and market locally grown programs, engaging consumers in a locally grown program can prove to be trickier than in the past. But there are a lot of opportunities.
3pgs, Telling the narrative of produce is one key to any brand. Retailers and consumers need to hear it. It’s about education, says Chris Drew.
“We’re telling the story of the artichoke,” said the CEO at Castroville, Calif.-based Ocean Mist Farms. “We’ve hosted clerks and managers from retail partners for tours of our fields and facility. We hope to de-intimidate people with the artichoke.
