scholarly journals Lockdown farmers markets in Bengaluru: Direct marketing activities and potentials for rural-urban linkages in the food system

2021 ◽  
pp. 1-17
Author(s):  
Neda Yousefian ◽  
M. Soubadra Devy ◽  
K. Geetha ◽  
Christoph Dittrich
Keyword(s):  
Fruits And Vegetables ◽  
Food System ◽  
Supply And Demand ◽  
Direct Marketing ◽  
Farmers Markets ◽  
City Region ◽  
Promising Alternative ◽  
Telephone Surveys ◽  
Marketing Activities ◽  
Media Reports

Rural-urban linkages are vital elements in a sustain­able food system. As the COVID-19 pandemic unfolded, supply chains were disrupted and fear of infection impacted food shopping decisions, push­ing consumers to seek local and safer options for procuring fresh produce. Direct marketing arose as a promising alternative for both consumers and producers. We undertook a study in Bengaluru, India, in order to understand what direct marketing activities have unfolded with the COVID-19 pan­demic. Media reports highlighted the plight of farmers struggling to market their harvest during lockdown as well as the farm to fork initiatives and lockdown farmers markets that have been created as a response. We see this moment as an opportu­nity to develop Bengaluru’s food system to be more sustainable, specifically through the City Region Food System framework. This study conducted online and telephone surveys with both consumers and producers in Bengaluru to explore the elements of supply and demand that have fos­tered and hindered direct marketing schemes. We found that consumers are interested in sourcing fruits and vegetables directly from farmers, but communi­cation and logistics between consumers and pro­ducers are major hindrances. Although producers are diversifying their marketing strate­gies, they need to be implemented at economically viable scales to ensure long-term success. We find that the role of technology, specifically messaging apps, can streamline direct marketing activities and remove the barriers that currently hamper rural-urban linkages. Further­more, existing community and farmer organiza­tions have the size and scale to make direct marketing schemes a worthy endeavor for both consumers and producers.

scholarly journals Determinants of Farmer-to-Consumer Direct Market Visits by Type of Facility: A Logit Analysis

1997 ◽  
Vol 26 (1) ◽  
pp. 31-38 ◽  
Author(s):  
Ramu Govindasamy ◽  
Rodolfo M. Nayga
Keyword(s):  
New Jersey ◽  
Sex Education ◽  
Fruits And Vegetables ◽  
Direct Marketing ◽  
Demographic Characteristics ◽  
Home Garden ◽  
Farmers Markets ◽  
Logit Analysis ◽  
Price Expectation ◽  
Direct Market

This study identifies several socioeconomic and demographic characteristics of individuals who visited farmer-to-consumer direct markets in New Jersey. The analysis was performed for each type of direct marketing facility: pick-your-own farms, roadside stands, farmers’ markets, and direct farm markets. Logit analysis results indicate that various factors affect visitation to each type of facility. Factors examined include consumer's consumption and variety of fruits and vegetables, price expectation, purpose of buying, age, sex, education, race, income, urbanization, and presence of home garden.

scholarly journals An Analysis of the Potential for Increased Direct Marketing of Small Fruits and Vegetables in Three West Virginia Counties

1985 ◽  
Vol 14 (2) ◽  
pp. 211-217
Author(s):  
Lewis W. Jett
Keyword(s):  
West Virginia ◽  
Fruits And Vegetables ◽  
Main Type ◽  
Direct Marketing ◽  
Present Form ◽  
Agricultural Activities ◽  
Agricultural Enterprise ◽  
Marketing Activities

Agricultural activities in three West Virginia counties were analyzed to determine their potential for increased direct marketing activities. For each county, the main type of agricultural enterprise was examined and compared with the direct marketing of small fruits and vegetables. The benefits of direct marketing combined with the present form of agriculture in these three West Virginia counties will be presented and discussed.

scholarly journals Agriculture Supported Communities: Connecting Low-income Communities with Small-scale Vegetable and Fruit Producing Farms (P04-128-19)

2019 ◽  
Vol 3 (Supplement_1) ◽  
Author(s):  
Renate Winkels ◽  
Susan Veldheer ◽  
Andrew Smith
Keyword(s):  
Low Income ◽  
Environmental Sustainability ◽  
Fruits And Vegetables ◽  
Direct Marketing ◽  
Health Indicators ◽  
Farmers Markets ◽  
Community Supported Agriculture ◽  
Small Scale ◽  
Increased Risk ◽  
Fresh Vegetables

Abstract Objectives Barriers regarding affordability of and access to fresh vegetables and fruit pose low-income families at increased risk of diet-related diseases. Small farms can play a key role in providing local communities with fresh produce, through farmers’ markets, Community Supported Agriculture (CSA), and other direct marketing strategies. Nevertheless, these farms face specific challenges related to payment terms and conditions and delivery when aiming to connect with low-income communities. Rodale Institute's Agriculture Supported Communities (ASC) program aims to connect small-scale fruit and vegetable farms with low-income communities. This farm-share program sells weekly food boxes with organic fruits and vegetables in cities with major food insecurity problems in Pennsylvania (Allentown and Reading). ASC allows members to pay week-to-week, rather than upfront as in a traditional CSA. ASC shareholders can use federal SNAP dollars to pay for discounted shares or apply for subsidized shares. ASC pick-up sites are located in the targeted communities. Our objective is to evaluate the ASC program and its ability to reach the intended low-income communities. Methods In 2016 and 2017, surveys were distributed among ASC shareholders to collect socio-economic data and program satisfaction. In addition, we evaluated how many participants used SNAP to pay for the shares. Results ASC had 150 shareholders in 2016 and 151 in 2017. In 2016, 89 shareholders (59%) were living in low-income areas in Allentown or Reading, in 2017 this was 76 (50%). In 2016, 43% of the shareholders reported an income < 50k$, in 2017 this was 25%. In 2016, 11 members (7%) paid with SNAP, in 2017 15 members (10%). Conclusions ASC reached low-income community members; however, the program also reached a population at the other end of the economic spectrum. This poses challenges for the farmer regarding production and distribution. The farmers within ASC are using these data to optimize production and methods of delivery to meet the needs of low-income communities. In a future project, we hope to evaluate the effect of ASC membership on dietary intake and other health indicators, and measure the social, economic and environmental sustainability of the model. Funding Sources For a list of funders see rodaleinstitute.org/asc.

Creating a local food procurement community of practice: The Alberta Flavour Learning Lab

2019 ◽  
Vol 6 (1) ◽  
pp. 155-169 ◽  
Author(s):  
Mary Anne Beckie ◽  
Leanne Hedberg ◽  
Jessie Radies
Keyword(s):  
Community Of Practice ◽  
Large Scale ◽  
Food System ◽  
Local Food ◽  
Provincial Government ◽  
Local Foods ◽  
Social Infrastructure ◽  
City Region ◽  
Physical Scale ◽  
Common Framework

In order for local food initiatives (LFIs) to have a transformative effect on the larger food system, greater levels of economic, organizational and physical scale are needed. One way for LFIs to reach the scale necessary to generate a more significant impact is through increased institutional procurement of local foods. But how do people and organizations come together to generate the social infrastructure required to shift food purchasing practices and processes? This field report shares the story of an innovative community of practice consisting of institutional food buyers, large-scale distributors, regional retailers, processors, producers, researchers, municipal and provincial government representatives within the Edmonton city-region that formed for the express purpose of “creating a positive community impact by getting more local foods on more local plates”. In describing the formation and first three years of the Alberta Flavour Learning Lab we examine the unique characteristics of this community of practice that has aided the development of a common framework for learning, understanding and joint action. In addition to the accomplishments to date, we also discuss the challenges faced by the Learning Lab and the strategies used to overcome them.  

scholarly journals The Economic, Social, and Environmental Impacts of Farmers Markets: Recent Evidence from the US

2021 ◽  
Vol 13 (6) ◽  
pp. 3423
Author(s):  
Phillip Warsaw ◽  
Steven Archambault ◽  
Arden He ◽  
Stacy Miller
Keyword(s):  
Food Systems ◽  
Food System ◽  
Agricultural Practices ◽  
The United States ◽  
Current Evidence ◽  
Farmers Markets ◽  
Future Research ◽  
Regional Food ◽  
Recent Scholarship ◽  
Fresh Food

Farmers markets are regular, recurring gatherings at a common facility or area where farmers and ranchers directly sell a variety of fresh fruits, vegetables, and other locally grown farm products to consumers. Markets rebuild and maintain local and regional food systems, leading to an outsized impact on the food system relative to their share of produce sales. Previous research has demonstrated the multifaceted impacts that farmers markets have on the communities, particularly economically. Recent scholarship in the United States has expanded inquiry into social impacts that markets have on communities, including improving access to fresh food products and increasing awareness of the sustainable agricultural practices adopted by producers, as well developing tools for producers and market stakeholders to measure their impact on both producers and communities. This paper reviews the recent scholarship on farmers markets to identify recent trends and synthesizes the current evidence describing the ways in which farmers markets contribute to the wellbeing of their communities, as well as identifying areas for additional future research.

scholarly journals Healthy eating: a matter of prioritisation by households or policymakers?

2021 ◽  
pp. 1-3
Author(s):  
Joreintje Dingena Mackenbach
Keyword(s):  
Decision Making ◽  
Healthy Eating ◽  
Low Income ◽  
Fruits And Vegetables ◽  
Food System ◽  
Vegetable Consumption ◽  
Fruit And Vegetable Consumption ◽  
Healthy Foods ◽  
Fruit And Vegetable ◽  
Decision Making Processes

Abstract I reflect upon the potential reasons why American low-income households do not spend an optimal proportion of their food budgets on fruits and vegetables, even though this would allow them to meet the recommended levels of fruit and vegetable consumption. Other priorities than health, automatic decision-making processes and access to healthy foods play a role, but solutions for the persistent socio-economic inequalities in diet should be sought in the wider food system which promotes cheap, mass-produced foods. I argue that, ultimately, healthy eating is not a matter of prioritisation by individual households but by policymakers.

scholarly journals Markets in Municipal Code: The Case of Michigan Cities

2021 ◽  
Vol 13 (8) ◽  
pp. 4263
Author(s):  
Amanda Maria Edmonds ◽  
Gerrit J. Carsjens
Keyword(s):  
Food System ◽  
Food Policy ◽  
Health Planning ◽  
Policy Instruments ◽  
Farmers Markets ◽  
Food Markets ◽  
Dominant Form ◽  
Municipal Governments ◽  
Sustainable Food ◽  
Food Needs

Food’s place on the urban, municipal agenda has become an increasing focus in the emergent fields of food policy and food planning, whose leaders argue that food needs to be more explicitly added to the urban agenda. Yet, public food markets are a food system activity that municipal governments have been long engaged in. Reports from leading health, planning, and food organizations assert that farmers markets—the dominant form of public retail food markets in the US today—should be explicitly included in zoning and other municipal codes to ensure that they can be created and sustained. Despite their popularity as a local sustainable food system and healthy food access strategy, it is unclear whether markets have been codified through municipalities’ planning and policy instruments, and research has largely not addressed this topic. This study aims to elicit whether markets have been codified into law, focusing on US municipal charters, codes and zoning ordinances, using Michigan, an upper Midwest state, as a case. After analyzing municipal documents to determine whether and where markets have been codified into law in ninety Michigan cities, this study concludes that markets are highly underrepresented in municipal policy, rarely defined in code, and mostly absent from zoning ordinances, even among those cities with currently operating markets. Market presence in code is, however, associated with the presence of historically operated markets. These findings raise questions about why markets are missing from codified food policy and what risks this poses to the future of markets. They also highlight the need to better document the market sector and underline the importance of including historic perspectives when examining the efficacy of current food policy efforts.

scholarly journals Patterns of fruit and vegetable availability and price competitiveness across four seasons are different in local food outlets and supermarkets

2015 ◽  
Vol 18 (15) ◽  
pp. 2846-2854 ◽  
Author(s):  
Natalie Valpiani ◽  
Parke Wilde ◽  
Beatrice Rogers ◽  
Hayden Stewart
Keyword(s):  
North Carolina ◽  
Statistical Power ◽  
Fruits And Vegetables ◽  
Farmers Markets ◽  
Fruit And Vegetable ◽  
Cross Sectional Survey ◽  
Cross Sectional ◽  
Price Competitiveness ◽  
Retail Outlets ◽  
Eastern North Carolina

AbstractObjectiveTo explore the effect of seasonality on fruit and vegetable availability and prices across three outlet types (farmers’ markets, roadside stands and conventional supermarkets).DesignCross-sectional survey of geographically clustered supermarkets, farmers’ markets and roadside stands. Enumerators recorded the availability and lowest price for eleven fruits and eighteen vegetables in each season of 2011.SettingPrice data were collected at retail outlets located in central and eastern North Carolina.SubjectsThe sample consisted of thirty-three supermarkets, thirty-four farmers’ markets and twenty-three roadside stands.ResultsOutside the local harvest season, the availability of many fruits and vegetables was substantially lower at farmers’ markets and roadside stands compared with supermarkets. Given sufficient availability, some items were significantly cheaper (P<0·05) at direct retail outlets in the peak season (e.g. cantaloupe cost 36·0 % less at roadside stands than supermarkets), while others were significantly more expensive (e.g. carrots cost 137·9 % more at farmers’ markets than supermarkets). Although small samples limited statistical power in many non-peak comparisons, these results also showed some differences by item: two-thirds of fruits were cheaper at one or both direct outlets in the spring and autumn, whereas five of eighteen vegetables cost more at direct retail year-round.ConclusionsCommonly consumed fruits and vegetables were more widely available at supermarkets in central and eastern North Carolina than at direct retail outlets, in each season. Contingent on item availability, price competitiveness of the direct retail outlets varied by fruit and vegetable. For many items, the outlets compete on price in more than one season.

scholarly journals Supermarket Supply Chains Marketing Models in India: The Novel Market Models

2013 ◽  
Vol 8 (4) ◽  
pp. 345-360
Author(s):  
Madiga Bala Dastagiri ◽  
T.K. Immanuelraj
Keyword(s):  
Supply Chain ◽  
Fruits And Vegetables ◽  
Direct Marketing ◽  
Supply Chain System ◽  
Market Models ◽  
Economic Agents ◽  
Public Markets ◽  
Marketing Models ◽  
Main Motive ◽  
Backward Linkages

The super market revolution has been underway in developing countries. Market research says that larger the numbers of economic agents involved in marketing and lesser their incomes’ share in consumer price’. The prospective solution to this problem may be consolidation of supply chain. The main motive of this paper is to explore the ways or super markets models that will integrate the small and marginal farmers with supply chain system in India. Information on marketing models and marketing institutions which deal fruits and vegetables in the country were analyzed. The fruits and vegetable commodities reach the final consumer through various channels. Among all the channels the direct market models are the best because the producer share in consumer rupee is 100 per cent and will eliminate middlemen completely. India opened up post – 1990, a number of new liberalized public markets operating direct marketing model with forward linkages for fruits and vegetables. The economic reforms also lead to the emergence a number of new private retail markets for fruits and vegetable with direct marketing models with backward linkages. The results reveal that private super markets will save farmers from transport, marketing cost and other charges and complete eliminate middlemen. Farmers who supply to private super markets have many advantages it includes technical guidance, market information on prices, perfect weights and spot payments etc. The opportunities include development of high value commodities market supply chain. The farmers are suggested for effective and efficient marketing of fruits and vegetables, the super markets have to purchase entire quantity brought by the farmer irrespective of grading, Export linkage is suggested, Government has to regulate prices, Government has to open and operate retail outlets, Government should assess the production and consumption level and announce the MSP accordingly. Even the farmers of the most of the states are adopting traditional marketing channels. The study suggests that modern direct marketing models to adopt.

scholarly journals Direct marketing practice in Hungarian agriculture

2008 ◽  
Vol 53 (No. 5) ◽  
pp. 230-234 ◽  
Author(s):  
I. Fehér
Keyword(s):  
Geographical Origin ◽  
Direct Marketing ◽  
Point Of View ◽  
Marketing Practice ◽  
Sales Channels ◽  
Product Regulation ◽  
Local Product ◽  
Marketing Activities ◽  
Historical Heritage ◽  
The Right

Farm-sale, also known as direct sale, provides major opportunities to farmers in the future. This kind of sale is of increasing popularity in Europe, but farmers have to be familiar with the regulations concerning processing and sales. Mainly small and medium farmers prefer direct sale. In this activity, they must compete with an increasing number of hypermarkets, supermarkets and wholesale markets. When talking about direct sale, it means that farmers sell their products directly to customers. There are more options: (i) sale in their own shop, (ii) through a catalogue and (iii) delivery to restaurants and shops. It has to be mentioned that the development of special local products means the products representing a common local value and principally those that can be associated with a specific village due to their historical heritage or tradition. There is no standard or official definition for special local products that includes all the possible factors. Efforts of marketing and rural development experts are needed to identify and market these special products to the appropriate consumers. Meanwhile it has to be noticed that, mainly in Europe, the definition and the possibilities of product regulation concerning geographical origin, are clearly defined and well-known. However, the &ldquo;protection of geographical origin&rdquo; is not the same issue as &ldquo;special local products&rdquo; mentioned above. In a wider sense, these can be described from a marketing point of view as &ldquo;local product, common product&rdquo; that interconnect and integrate villages, people and approaches, but are not regulated and protected legally. These products mentioned above reach the consumer in relatively small quantities, through direct sale, and they are often attached to the services of rural tourism. The local products are also developed to ensure high quality products for the consumer or to attract tourists. People can be proud of them since they cannot be bought anywhere else. Advisers are also helping farmers choose the right sales channels to diversify their marketing activities.

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