scholarly journals An examination of adaptations of direct marketing channels and practices by Maryland fruit and vegetable farmers during the COVID-19 pandemic

2021 ◽  
pp. 1-19
Author(s):  
Grace Bachman ◽  
Sara Lupolt ◽  
Mariya Strauss ◽  
Ryan Kennedy ◽  
Keeve Nachman
Keyword(s):  
Driving Forces ◽  
Direct Marketing ◽  
Ecological Systems ◽  
Food Prices ◽  
Marketing Channels ◽  
Farmers Markets ◽  
Community Supported Agriculture ◽  
Grocery Stores ◽  
Fruit And Vegetable ◽  
Vegetable Farmers

This study explores the impacts of the COVID-19 pandemic and the Maryland stay-at-home order on fruit and vegetable farmers in Maryland. Focusing on farms’ direct-to-consumer marketing channels, we aim to characterize the diversity of farm responses and identify practices that facilitated adaptation. This research is grounded in the socio-ecological systems framework, which emphasizes the interconnection between social and ecological systems and characterizes the dual-driving forces that impact food producers and their livelihood. The study team conducted interviews with 20 Maryland farm owners/managers who grow and sell produce. The semistructured interviews includ­ed questions relating to production practices, sales and marketing, and resilience. The interviewer fol­lowed up with probes to understand the dimen­sions of response diversity and adaptive capacity. Interviews were transcribed verbatim, and responses were analyzed using the framework approach. In the context of a global pandemic, community supported agriculture (CSA), farmers markets, and pick-your-own channels provided a high degree of stability and financial security. No farmer reported relying solely on intermediated markets (e.g., restaurants, grocery stores, institu­tions). Distribution channels that incorporated an online marketplace offering prepacked pre-orders were a notable strength of highly adaptive Mary­land produce farmers. Farmers reported that expanding established CSAs was an important method for reallocating produce originally intended to be sold to reduced/terminated marketing chan­nels. Common challenges among farmers included increased administrative workload, concerns asso­ciated with raising food prices during a crisis, and environmental concerns about the use of additional packaging. We describe a range of adaptive behav­iors that aided farmers in withstanding shocks.

Determining marketing costs and returns in alternative marketing channels

2009 ◽  
Vol 25 (1) ◽  
pp. 24-34 ◽  
Author(s):  
Shermain D. Hardesty ◽  
Penny Leff
Keyword(s):  
Direct Marketing ◽  
The United States ◽  
Marketing Channels ◽  
Production Costs ◽  
Farmers Markets ◽  
Community Supported Agriculture ◽  
Labor Costs ◽  
Marketing Practice ◽  
Farmers Market ◽  
Marketing Costs

AbstractDirect marketing is a popular marketing practice among smaller producers in the United States. We conducted detailed case studies of three organic farming operations of different sizes and compared their marketing costs and profitability in alternative marketing channels. We classified marketing-related activities into three categories: packing and storage, transportation, and selling and administration. By measuring the costs for labor, purchased goods and services, and capital assets associated with these marketing activities, we determined that there are significant variations in marketing costs across marketing channels. For each of our three case-study farms, marketing costs per dollar of revenue were lowest in the wholesale channel and highest in the farmers' market channel. Significant labor costs for the selling activity and transportation expenses offset the higher prices and minimal packaging costs associated with farmers' markets. Profitability can also be significantly affected by marketing factors, such as packing and grading standards, and product that is used for sampling and consumer premiums. Our research demonstrates that the higher prices that producers earn from direct marketing rather than wholesaling are not pure profit; the price premiums are compensation for the costs they incur when direct marketing their produce. Direct marketing channels, such as farmers' markets and Community Supported Agriculture (CSAs), can enable smaller farmers to build financially viable operations, by gaining access to markets, growing their farming operations and reducing their marketing risk. However, to achieve this success, farmers must manage their marketing costs as well as their production costs.

scholarly journals Impact of marketing channels on perceptions of quality of life and profitability for Wisconsin's organic vegetable farmers

2014 ◽  
Vol 30 (5) ◽  
pp. 428-438 ◽  
Author(s):  
Erin Silva ◽  
Fengxia Dong ◽  
Paul Mitchell ◽  
John Hendrickson
Keyword(s):  
Quality Of Life ◽  
Marketing Channels ◽  
Farmers Markets ◽  
Community Supported Agriculture ◽  
Vegetable Farmers ◽  
Trade Offs ◽  
Organic Farmers ◽  
The Usa ◽  
Direct Market

AbstractA recent increase in programs supporting the entry of organic farmers into direct market channels, such as farmers' markets and community-supported agriculture has occurred in the USA. In order to better implement these programs and to design better outreach and educational support activities for direct market farmers, understanding farmers’ perceptions of success in these marketing channels is valuable. To this goal, Wisconsin-certified organic vegetable farmers were surveyed in order to investigate the relationships between farm characteristics, marketing strategies, and farmer's perceptions of their profitability and quality of life. The data collected from this survey indicate that farmers selling into farmers' markets and through community-supported agriculture tend to be more likely to be dissatisfied with their profitability. Conversely, however, the survey data indicated that farmers selling into other markets, particularly wholesale markets and restaurants/institutions, are significantly more likely to be dissatisfied with their quality of life. Thus, it appears that farmers are making trade-offs with respect to entering markets that allow for greater financial rewards but may lead to a lower quality of life. These results point to the potential benefit of outreach efforts to assist farmers to increase their profitability in market channels that also provide a higher quality of life.

WIC Cash Value Voucher Redemption Behavior in Jefferson County, Alabama, and Its Association With Fruit and Vegetable Consumption

2017 ◽  
Vol 32 (2) ◽  
pp. 325-333 ◽  
Author(s):  
Chelsea R. Singleton ◽  
William Opoku-Agyeman ◽  
Ermanno Affuso ◽  
Monica L. Baskin ◽  
Emily B. Levitan ◽  
...  
Keyword(s):  
Vegetable Intake ◽  
Vegetable Consumption ◽  
Farmers Markets ◽  
Grocery Stores ◽  
Jefferson County ◽  
Fruit And Vegetable ◽  
Cross Sectional ◽  
Supplemental Nutrition Program ◽  
Study Participants ◽  
Cash Value Voucher

Purpose: To examine cash value voucher (CVV) redemption behavior and its association with fruit and vegetable (FV) consumption among women who participate in the Supplemental Nutrition Program for Women, Infants, and Children (WIC). Design: Cross-sectional. Setting: Jefferson County, Alabama. Participants: Between October 2014 and January 2015, 300 women (mean age: 27.6 years; 66.8% non-Hispanic black; 45.1% obese) who participated in the Birmingham WIC program were surveyed. Measures: Self-reported information on demographics, produce shopping behaviors, and residential access to fresh produce retailers (eg, supermarkets and farmers markets) was examined. Fruit and vegetable intake was collected via the Block Fruit–Vegetable–Fiber screener. Participants who self-reported redeeming the WIC CVV in each of the 3 prior months were classified as regular redeemers. Analysis: Multivariable-adjusted regression models were used to examine associations between variables of interest and regular WIC CVV redemption. Results: There were 189 (63.0%) study participants classified as regular WIC CVV redeemers. Regular redeemers and other participants (ie, irregular redeemers and nonredeemers) were similar with respect to demographics. Regular redeemers were more likely to use grocery stores to purchase FVs ( P = .003) and consumed significantly more servings of FVs per day (β = .67; standard error = 0.24; P = .007). Conclusion: Regular WIC CVV redemption was associated with some produce shopping behaviors and increased FV consumption and among WIC participants in Jefferson County, Alabama.

scholarly journals Community-Supported Agriculture Marketing Performance: Results from Pilot Market Channel Assessments in Colorado

2019 ◽  
Vol 11 (10) ◽  
pp. 2950 ◽  
Author(s):  
Becca B. R. Jablonski ◽  
Martha Sullins ◽  
Dawn Thilmany McFadden
Keyword(s):  
Local Food ◽  
Direct Marketing ◽  
Marketing Channels ◽  
Assessment Process ◽  
Community Supported Agriculture ◽  
Department Of Agriculture ◽  
Food Markets ◽  
Marketing Performance ◽  
Performance Results ◽  
Direct Market

Due in large part to rising consumer interest, the number of farmers and ranchers selling through local food markets is growing. Community-supported agriculture (CSA) is a unique local food channel adopted by producers that was initially established as a strategy for producers to directly benefit from the season-long investments of buyers who align with their community-focused mission. Although the U.S. Department of Agriculture has long collected data to improve farm performance, information on specific marketing channels is missing, and in response, this research provides some of the first evidence of the heterogeneity of performance among CSAs. In a pilot approach to understanding the economics of CSAs relative to other direct marketing channels, we conducted an assessment process, incorporating 42 farms in Colorado between June 2016 and October 2017. Results showed that farms that incorporated CSA sales in their direct market portfolios tended to be smaller in scale and utilize more diverse markets. Although these CSA farms have lower average weekly sales, they have the highest average marketing profit margins compared to other direct market channels.

scholarly journals Effectiveness of urban farming program in providing multiple benefits to the urban community in Malaysia

2020 ◽  
Vol 3 (3) ◽  
Author(s):  
Nazanin Nafisi ◽  
Osman Mohd Tahir ◽  
Sara Nafisi ◽  
Nazri Ishak
Keyword(s):  
Fruits And Vegetables ◽  
Community Gardens ◽  
Food Prices ◽  
Farmers Markets ◽  
Community Supported Agriculture ◽  
Future Research ◽  
Small Scale ◽  
Urban Farming ◽  
Urban Regions ◽  
Food Imports

Residents have chosen to be living in urban regions in recent years largely due to the accessibility of job opportunities and public services. These led to a fast increase in the amount of people live in urban regions and cities. As a result, a large amount of the property used for agricultural activities was transformed into factories, housing units, and highways. This also resulted in a decrease in food production, growth in food prices and food import bills as the country now relies on food imports especially rice, fruits and vegetables, that can prevent the fostering of urban farming activities and then provide beneficial information essential to form it into a more consumer friendly program. Moreover, studies on urban farming are somewhat few in Malaysia and this study can become helpful for future research. The study focused on small-scale agriculture projects, such as community gardens, and community-level programs such as community supported agriculture and farmers markets. The study found that how urban agriculture enhances community resilience and wellbeing. This is the necessity for the Malaysian urban authorities to give more appropriate identification and support to city dwellers and promote them to develop the practice of urban farming.

What does ‘local’ mean in the grocery store? Multiplicity in food retailers' perspectives on sourcing and marketing local foods

2010 ◽  
Vol 26 (1) ◽  
pp. 46-59 ◽  
Author(s):  
Jonnie B. Dunne ◽  
Kimberlee J. Chambers ◽  
Katlyn J. Giombolini ◽  
Sheridan A. Schlegel
Keyword(s):  
Local Food ◽  
Local Economy ◽  
Grocery Store ◽  
Market Potential ◽  
Farmers Markets ◽  
Community Supported Agriculture ◽  
Grocery Stores ◽  
Local Foods ◽  
Local Food Movement ◽  
Food Retailers

AbstractLocal food systems are comprised of networks of actors that work to ensure the sustainability of food supplies within communities. While local food has typically been promoted through direct marketing strategies such as farmers' markets and community-supported agriculture (CSA), retail stores are increasingly carrying and marketing local foods in response to consumer demand and market potential. Given the frequency with which consumers shop at grocery stores, as well as the portion of consumers' food purchases made at these locations, these stores may play a significant role in the success of local agriculture and the shaping of ideology about what is ‘local’. We conducted 27 semi-structured interviews with representatives of food retailers known to source and market local foods in the four major urban centers of Oregon's Willamette Valley. Our results reveal that grocers' perceptions of local food vary significantly from one another. Additionally, our results differed in comparison to the published literature on consumers' and producers' ideas of what constitutes local. Food retailers identified varying distances (frequently a region including several states) that they consider local, as well as diverse reasons for choosing to source and market local foods (most commonly supporting the local economy). Some trends in the variation of responses relate to how the size and form of ownership of the grocery stores influence the level at which decisions are made. These wide-ranging perceptions outline many of the realities of the local food movement, as well as opportunities for change.

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.

scholarly journals Associations between frequency of food shopping at different food sources and fruit and vegetable intake among rural residents in upstate New York, USA

2019 ◽  
Vol 22 (13) ◽  
pp. 2472-2478 ◽  
Author(s):  
Brian K Lo ◽  
Sarah Megiel ◽  
Evelyn Liu ◽  
Sara C Folta ◽  
Meredith L Graham ◽  
...  
Keyword(s):  
New York ◽  
Vegetable Intake ◽  
Food Sources ◽  
Farmers Markets ◽  
Grocery Stores ◽  
Fruit Intake ◽  
Fruit And Vegetable ◽  
Rural Residents ◽  
Upstate New York ◽  
Convenience Stores

AbstractObjective:To examine the frequency of shopping at different food sources and the associations between shopping at different food sources and fruit and vegetable (FV) intake among upstate New York rural residents.Design:Cross-sectional study. Descriptive statistics and linear mixed models were used.Setting:Eighty-two rural communities in upstate New York, USA.Participants:Adults (n 465; 82·3 % female, mean age 51·5 years, mean BMI 31·7 kg/m2).Results:Within one’s community, the majority of participants reported often going to supermarkets (73·1 %). Many participants sometimes or occasionally shopped at superstores (48·0 %), convenience stores (57·9 %), small grocery stores or local markets (57·2 %), farmers’ markets or FV stores (66·6 %), dollar stores (51·5 %), pharmacies (46·0 %), or farm stands or community-supported agriculture (56·8 %). Most participants had never utilized food banks or food pantries (94·0 %), community gardens (92·7 %) or home food delivery (91·9 %). While frequent visits to farmers’ markets or farm stands were associated with higher fruit intake (P < 0·001), frequent visits to food co-ops or food hubs were associated with lower fruit intake (P = 0·004). Frequent visits to convenience stores (P = 0·002) and dollar stores (P = 0·004) were associated with lower vegetable intake. When FV intakes were combined, frequent visits to farmers’ markets or farm stands (P < 0·001) were associated with higher FV intake, and frequent visits to convenience stores (P = 0·005) were associated with lower FV intake.Conclusions:Findings from the present study provide important insight for informing future food environment interventions related to helping rural residents consume adequate FV.

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.

scholarly journals Fresh Apple And Tomato Prices At Direct Marketing Outlets Versus Competing Retailers In The U.S. Mid-Atlantic Region

2015 ◽  
Vol 13 (4) ◽  
pp. 241 ◽  
Author(s):  
Steve W. Martinez
Keyword(s):  
New Jersey ◽  
Panel Data ◽  
Direct Marketing ◽  
Farmers Markets ◽  
Grocery Stores ◽  
Atlantic Region ◽  
Direct Sales ◽  
Direct To Consumer ◽  
The U.S ◽  
Nielsen Homescan

<p>This study uses Nielsen Homescan panel data to compare average prices of fresh apples and tomatoes purchased at direct-to-consumer outlets (e.g., farmers’ markets) with prices at grocery stores and supercenters in the Mid-Atlantic region. Compared to grocery stores, prices at direct sales outlets are estimated to be lower, on average, for both tomatoes and apples. Tomato prices at direct sales outlets were also less than supercenter prices in all seasons and subregions. Apple prices paid by consumers at direct sales outlets were comparable to prices paid at supercenters, except for the Maryland/Delaware/New Jersey subregion, where direct sales outlet prices were markedly lower. <em></em></p>

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