Increasing Growers' Quality of life through Direct Marketing: The Role of Farmers' Markets and Consumer Supported Agriculture

Increasing Growers' Quality of life through Direct Marketing: The Role of Farmers' Markets and Consumer Supported Agriculture

Summary

This research examines a farmers market in North Carolina and serves as a case study. The overall goal of this research project is to identify ways in which growers in North Carolina can improve their quality of life by increasing the community’s support for local agricultural products. Our approach combines farmers’ and consumers’ actions, beliefs and their particular interests in improving the local farmers market. The aim of the applied research design was to increase retention and communication amongst farmers and consumers. Data were obtained from consumer and farmer surveys, and focus groups held among farmers. Results from the data analyses provide recommendations for market managers, farmers and consumers.

Objectives/Performance Targets

This research project and educational program has several specific objectives. They are:
1. To identify consumers’ motivations for coming to a growers’ market;
2. To identify growers’ opportunities to increase sales through direct marketing;
3. To increase opportunities for consumer supported agriculture arrangements;
4. To strengthen grower – consumer linkages; and
5. To develop a multifaceted education program to modify growers’ marketing strategies
and consumers’ purchasing patterns.

Accomplishments/Milestones

Surveys were created with the farmers market manager to interview farmers and consumers. One-on-one interviews with farmers were started in the summer and ran through the end of the year. Not all the farmer interviews were completed in this initial seven month time frame.

Impacts and Contributions/Outcomes

None to date – too early in the project for any impacts to develop.

Collaborators: