Regional tourism at the farmers’ market: consumers’ preferences for local food products

2019 ◽  
Vol 13 (1) ◽  
pp. 37-54 ◽  
Author(s):  
Benjamin Garner ◽  
Cesar Ayala
Keyword(s):  
Geographic Area ◽  
Farmers Markets ◽  
Farmers Market ◽  
Content Type ◽  
Regional Food ◽  
The Usa ◽  
Regional Brand ◽  
Consumer Habits ◽  
Food Identity ◽  
Number Of Customers

Purpose The purpose of this paper is to examine farmers’ market consumer behavior through a regional food and culinary tourism lens to see the ways these festive and atmospheric markets can be used to develop a regional brand or identity surrounding food production. Design/methodology/approach This study was based on a survey of 270 participants in a farmers’ market in the USA. A combination of descriptive and statistical analyses was used to analyze consumer habits and spending. Findings The findings in this study suggest that while most of the customers live in a town where the market is located, a significant number of customers come from other locations, with some traveling significant distances, to participate in this market, particularly for the Saturday market. Many of the customers come to purchase organic and local foods. Research limitations/implications This work is limited, in that it is a case study at one farmers’ market in the USA, and the work is exploratory in nature. Practical implications This work has implications for market managers seeking to increase their consumer base. Markets that want to increase their reach would do well to promote their events to a wider geographic area. The results presented here showed that consumers are willing to drive upward of 40 miles to attend a high-quality market. Originality/value This work expands our conceptualization of farmers’ markets by suggesting that these markets have the potential to form the backbone of a region is food identity through the creation of a food destination.

Consumer supply-chain demands and challenges at farmers’ markets

2018 ◽  
Vol 120 (12) ◽  
pp. 2734-2747 ◽  
Author(s):  
Benjamin Garner ◽  
Cesar Ayala
Keyword(s):  
Farmers Markets ◽  
Local Foods ◽  
Farmers Market ◽  
Content Type ◽  
Life Patterns ◽  
Needed Information ◽  
The Usa ◽  
Consumer Demands ◽  
Practical Implications ◽  
Work And Life

Purpose The purpose of this paper is to examine consumer demands for local foods at a farmers’ market. This includes examining both what products consumers want more of at the market and also what factors influence consumers’ attendance for a weekday farmers’ market. Design/methodology/approach This study was based on open-ended comments from a market survey of 270 participants in a farmers’ market in the USA. Findings This study revealed that consumers want more products at the farmers’ market that require significant resources and time to grow, such as meat and fruit. Consumers reported that they would be more likely to attend a weekday market if it had better hours of operation and better selection. Consumer comments also revealed that consumers often perceive the market to run out of products and not have the full supply that they want to purchase. Research limitations/implications This research represents qualitative insights at one farmers’ market in the USA. While there are observations that may transfer to other markets, caution should be used when generalizing these findings. Practical implications This research is informative for farmers in providing them a list of consumer demands and also highlights the ways farmers need to make their market convenient to consumer work and life patterns. Originality/value This work adds value to the literature by expanding our understanding of specific foods customers see as limited in the farmers’ market, and it also provides much needed information regarding consumer behavior and weekday market attendance, which is not discussed as often in the literature.

scholarly journals Racial, Gender, and Age Dynamics in Michigan’s Urban and Rural Farmers Markets: Reducing Food Insecurity, and the Impacts of a Pandemic

2021 ◽  
pp. 000276422110133
Author(s):  
Dorceta E. Taylor ◽  
Alliyah Lusuegro ◽  
Victoria Loong ◽  
Alexis Cambridge ◽  
Claire Nichols ◽  
...  
Keyword(s):  
Food Insecurity ◽  
Low Income ◽  
Food Assistance ◽  
People Of Color ◽  
Farmers Markets ◽  
Farmers Market ◽  
Assistance Programs ◽  
Nutrition Assistance ◽  
Nutrition Assistance Programs ◽  
Number Of Customers

In recent decades, the number of farmer’s markets has increased dramatically across the country. Though farmers markets have been described as White spaces, they can play important roles in reducing food insecurity. This is particularly true in Michigan where farmer’s markets were crucial collaborators in pioneering programs such as Double-Up Food Bucks that help low-income residents and people of color gain access to fresh, healthy, locally grown food. This article examines the questions: (1) What are the demographic characteristics of the farmers market managers, vendors, and customers and how do these influence market activities? (2) To what extent do farmers markets participate in programs aimed at reducing food insecurity? (3) To what extent do farmers markets serve low-income residents and people of color? and (4) How has the Coronavirus Pandemic (COVID-19) affected the operations of farmers markets. This article discusses the findings of a 2020 study that examined the extent to which Michigan’s farmer’s markets served low-income customers and people of color and participated in food assistance programs. The study examined 79 farmers markets and found that 87.3% of the farmer’s market managers are White. On average, roughly 79% of the vendors of the markets are White and almost 18% are people of color. Most of the vendors in the markets participate in nutrition assistance programs. Market managers estimate that about 76% of their customers are White and about 23% are people of color. Farmers markets operated by people of color attract higher numbers of customers and vendors of color than those operated White market managers. Almost half of the farmer’s markets started operations later than usual in 2020 because of the pandemic. More than a third of the markets reported that their funding declined during the pandemic. Moreover, the number of vendors declined at two thirds of the markets and the number of customers dipped at more than 40% of the markets. On the other hand, the number of people requesting food assistance during the pandemic increased in more than half of the markets.

scholarly journals Exploring producers' motivations and challenges within a farmers' market

2020 ◽  
Vol 122 (7) ◽  
pp. 2089-2103
Author(s):  
Rosario Michel-Villarreal ◽  
Eliseo Luis Vilalta-Perdomo ◽  
Martin Hingley
Keyword(s):  
Design Methodology ◽  
Farmers Markets ◽  
Full Time ◽  
Structured Interviews ◽  
Farmers Market ◽  
Content Type ◽  
Food Supply Chains ◽  
Part Time ◽  
Short Food Supply Chains

PurposeThe purpose of this study is to explore food producers' motivations and challenges whilst participating in short food supply chains (SFSCs). This paper compares findings with previous literature and investigates the topic in the context of producers' motivations.Design/methodology/approachThe paper includes a literature review concerning producers' motivations to engage in SFSCs. A case study was designed to investigate motivations underlying producers' engagement in SFSCs, as well as the challenges that they face. Semi-structured interviews were conducted in a farmers' market located in Mexico. Thematic analysis is used to identify the principal issues for producers'. Propositions based on findings are presented.FindingsFindings suggest that small, large, part-time and full-time producers are willing to engage with farmers' markets for diverse primary economic and non-economic motivations. Individual and collective challenges were also identified.Originality/valueThis research helps to explain producers' motivations and challenges within SFSCs in an under-researched context, namely a focus on producers' and in the Global South.

An ethnographic analysis of consumer information processing and decision-making at farmers’ markets

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Benjamin Garner
Keyword(s):  
Information Processing ◽  
Local Food ◽  
Survey Methods ◽  
Consumer Information ◽  
Farmers Markets ◽  
Ethnographic Methods ◽  
Process Information ◽  
Farmers Market ◽  
Content Type ◽  
Marketing Messages

Purpose Farmers’ markets have grown rapidly in recent years and at the same time consumers increasingly desire to eat healthfully and sustainably. This research aims to analyze the way consumers process information regarding local food claims such as sustainability and organics when shopping for local foods at farmers’ markets. Design/methodology/approach This research uses ethnographic methods that included interviews with 36 participants, more than 100 hours of participant observation and prolonged engagement over a two and half-year period. Findings The findings indicate that there are two dominant types of consumers at the farmers’ market, hedonistic and utilitarian consumers. Hedonistic consumers rely on heuristic cues such as aesthetics, their relationship with the farmer and other peripheral sources of information when making purchase decisions. Utilitarian consumers, by contrast, carefully analyze marketing messages using central route cues and tend to be more conscious of their purchase choices. Practical implications This study will help farmers more effectively position their marketing messages and help consumers be aware how they process information in this space. Originality/value Unlike previous studies of consumer behavior at farmers’ markets that primarily use survey methods, this study uses observational and ethnographic methods to capture in situ interactions in this complex buying context. Further, while much work has been done on broad concepts of local food and organic preferences, this study provides a more in-depth look at consumer information processing in the farmers’ market space that reflects a mixture of organic and non-organic food.

Hedonic analysis of US fresh produce prices at direct-to-consumer sales outlets versus competing retailers

2016 ◽  
Vol 118 (7) ◽  
pp. 1665-1681 ◽  
Author(s):  
Steve W. Martinez
Keyword(s):  
Direct Marketing ◽  
Grocery Store ◽  
Farmers Markets ◽  
Future Research ◽  
Grocery Stores ◽  
Content Type ◽  
Direct Sales ◽  
Direct To Consumer ◽  
The Usa ◽  
Price Differences

Purpose – The purpose of this paper is to compare prices for fresh tomatoes, potatoes, peppers, and apples at direct-to-consumer sales outlets (e.g. farmers markets, roadside stands, on-farm stores) in the USA to grocery stores and supercenters, while controlling for other attributes. Design/methodology/approach – The author estimates a hedonic regression model to determine price differences at direct sales outlets, grocery stores, and supercenters in various regions and seasons of the year. The analysis is conducted using 2006 Nielsen Homescan data. Other product and market attributes are also considered, along with characteristics of the household sample. Findings – Prices at direct sales outlets are lower than grocery store prices throughout the year and across the USA. Prices at direct sales outlets for some product/location/season combinations were higher than or comparable to supercenter prices. Research limitations/implications – Future research is needed to examine how price differences may vary across the various types of direct marketing outlets. Originality/value – Few studies have examined price differences between direct sales outlets and conventional retail stores. No studies have used nationally representative data to analyze these price differences across produce type, season, and geographic areas.

Collaborative consumption: a business model analysis of second-hand fashion

2018 ◽  
Vol 22 (3) ◽  
pp. 354-368 ◽  
Author(s):  
Sivasankari Gopalakrishnan ◽  
Delisia Matthews
Keyword(s):  
Business Model ◽  
Retail Stores ◽  
Fashion Industry ◽  
Sustainable Business ◽  
Collaborative Consumption ◽  
Convenience Sample ◽  
Content Type ◽  
The Usa ◽  
Number Of Customers ◽  
Depth Interviews

Purpose The purpose of this paper is to analyze the business model of second-hand fashion stores and explore their challenges/opportunities and suggest potential strategies for second-hand fashion retail stores. Design/methodology/approach A qualitative research method using in-depth interviews of convenience sample of owners/store managers from within the USA was employed. Findings Contrasting the traditional retail stores, customers are the primary partners and suppliers of second-hand fashion stores. These stores retain minimal profits given a business model that typically involves sharing profits with customers. Cheaper price, thrill of finding great deals, value for brands and variety are the primary reasons mentioned by respondents for shopping at second-hand stores. Research limitations/implications Limitations include the use of a convenience sample of store owners/managers as well as the research is limited to women and children’s stores. Respondents of the study were from the same geographical region and the characteristics of the redistribution markets may vary in a different region. Practical implications As a means to foster textile waste reduction through second-hand clothing business, these stores could adopt innovative revenue streams, additional partnerships, and improved fashion and store appeal that may be effective in increasing profits and the number of customers. Originality/value This study is one of the early attempts to examine the business model of second-hand fashion stores, a form of collaborative consumption in the fashion context. The study contributes in promoting second-hand fashion stores as a sustainable business model in the fashion industry.

Changing the layout of farmers markets can affect cross-contamination

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Karla M. Acosta ◽  
Zahra H. Mohammad ◽  
Heyao Yu ◽  
Kristen Kirkwood ◽  
Kristen Gibson ◽  
...  
Keyword(s):  
Social Cognitive ◽  
Farmers Markets ◽  
Contamination Level ◽  
Cross Contamination ◽  
Fluorescent Compound ◽  
Farmers Market ◽  
Content Type ◽  
Contamination Levels ◽  
Set Up ◽  
The Impact

PurposeThe purpose of this study was to investigate whether the layout has an effect on cross-contaminations levels at farmers markets.Design/methodology/approachWe used social cognitive theory's triadic reciprocity model to investigate how influencing the environment could change the behaviors of farmers’ market consumers and reduce the risk of microbial cross-contamination using a Fluorescent Compound (FC). For this purpose, a 3 × 2 experimental between-subject factorial design was utilized in this study: three farmers market layouts (i.e. U-shaped [U-S], L-shaped [L-S] and square-shaped [S–S]) and two different set-ups per market (i.e. produce and non-produce vendors completely separated, and alternating produce and non-produce vendors). FC was utilized to simulate microbial contamination on the participants (n = 54) hands. The participants were allowed to walk through the layout for 3 min and touch items after which a total of 475 swab samples were processed and recorded for absorbance levels.FindingsThe results indicated that the cross-contamination level of the U-S market was significantly lower (p < 0.001) than those of the L-S and S–S markets. The best market layout and set-up based on the average levels of simulated cross-contamination were the U-S market, particularly with the A set-up, where produce and non-produce booths were scattered.Originality/valueThis study is the first to use the quantification of FC to identify the impact of a farmers’ market layout/design on cross-contamination levels. These results can be used to provide guidance to market managers on layout and design from a safety standpoint to reduce the risk of cross-contamination.

scholarly journals Fire officer leadership strategies for cost management

2018 ◽  
Vol 27 (5) ◽  
pp. 495-507
Author(s):  
Leo R. Sedlmeyer ◽  
Rocky J. Dwyer
Keyword(s):  
Cost Management ◽  
Cost Savings ◽  
Fire Department ◽  
Cost Effective ◽  
Geographic Area ◽  
Leadership Strategies ◽  
Labor Costs ◽  
Content Type ◽  
The Usa ◽  
Fire Stations

Purpose The purpose of this paper is to explore leadership strategies of fire officers used by fire office leaders to manage costs associated with hazardous operations. Design/methodology/approach The methodology employed in this study was a qualitative method using a case study design. The participants in this research study comprised 13 randomly selected fire officers from fire stations within a major metropolitan area located in the USA who had five or more years hazardous operations experience. In addition to interviews, workplace practices, policies and procedures related to hazardous operations and cost management were analyzed. Limitations of this study include both the sample size, and the geographic area, which impacts the ability to generalize the results of the study. Findings Four central themes emerged from the study, namely, servant leadership, partnership, accountability and creative staffing, which are crucial strategies to manage costs associated with hazardous operations. The findings of this study further indicate fire officers must distinguish between the most appropriate action for any given situation to achieve the fire department goals and objectives. Practical implications Managing cost effective hazardous operations through sound leadership strategies reduced injuries and saved lives, which results in cost savings in fire departmental budgets, labor costs and health care costs, which can further support the redirection of funds to critical areas of fire operations. Originality/value The value of identifying leadership strategies related to hazardous operations cost management may reduce injuries, save lives and ensure adequate budget allocations for fire departments. Social implications include innovative leadership strategies, which may enable fire officers to promote positive social change through saving lives of fire fighters and the citizens they serve.

Feedback from American participants of a Mental Health First Aid training course

2015 ◽  
Vol 14 (2) ◽  
pp. 118-121 ◽  
Author(s):  
Viviana Ploper ◽  
Rise Jones ◽  
Dana J Kraus ◽  
Annie Schmidt ◽  
Patrick Corrigan
Keyword(s):  
Mental Health ◽  
Online Survey ◽  
Geographic Area ◽  
First Aid ◽  
Mental Health First Aid ◽  
Data Set ◽  
Content Type ◽  
First Aid Training ◽  
The Usa ◽  
Survey Responses

Purpose – Mental Health First Aid (MHFA) is a course meant to train participants in how to identify and respond to signs of mental disorders and crises. The purpose of this paper is to conduct a qualitative study of MHFA participants to get a sense of some values and challenges associated with the training. Design/methodology/approach – Results from an online survey of 143 participants yielded 24 discrete themes. Survey responses were gathered into a single data set and coded by two independent raters. Findings – Themes were sorted into four categories: MHFA benefits, training limitations, challenges to MHFA, and resources that facilitate MHFA. Several benefits emerged, consistent with findings from Australian studies. Research limitations/implications – Findings represent a sample of people who completed the program in Chicago; research needs to determine how perceived benefits and limitations vary by geographic area. Originality/value – Findings echoed many of the benefits found in studies conducted outside the USA and can be used to further improve MHFA training as it expands in the US market.

scholarly journals Self-reported Willingness to Pay for Texas Persimmon Fruit as a Food Source

2014 ◽  
Vol 24 (5) ◽  
pp. 580-589
Author(s):  
Benjamin J. Glover ◽  
Tina M. Waliczek ◽  
Jean-Marc Gandonou
Keyword(s):  
Willingness To Pay ◽  
Geographic Area ◽  
Restaurant Industry ◽  
Farmers Markets ◽  
Local Foods ◽  
Farmers Market ◽  
San Marcos ◽  
Central Texas ◽  
Survey Responses ◽  
Qualitative Responses

The purpose of this study was to test the consumer-stated willingness to pay (WTP) of a native Texas plant fruit product, texas persimmon (Diospyros texana), for the restaurant industry, as well as for the consumer market. Farmers’ markets and restaurants specializing in either local foods, organic foods, or both were the focus of the market samples. Responses were gathered from five cities located in the geographic area of central Texas where the fruit is native including: San Marcos, Austin, New Braunfels, Wimberley, and Bastrop. About 400 quantitative survey responses were collected from farmers’ markets consumers during market days. Seven interviews collecting qualitative responses from restaurateurs provided more in-depth data on the value of the product to specialty restaurants. Restaurateurs responded positively to the texas persimmon and stated they would be willing to pay between $3.59 and $3.69/lb of texas persimmon. Results indicated the prime audience for the texas persimmon to be those who attend farmers’ markets in the age group of 25–34 years who value locally produced foods and are concerned about the environment. Farmers’ market consumers were willing to pay prices similar to specialty fruit prices.

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