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

Project Overview

Project Type: Research and Education
Funds awarded in 2000: $45,000.00
Projected End Date: 12/31/2003
Region: Southern
State: North Carolina
Principal Investigator:
Susan Andreatta
University of North Carolina at Greensboro
William Wicklife, II
North Carolina State Cooperative Extension

Annual Reports


Not commodity specific


  • Education and Training: farmer to farmer, focus group, participatory research
  • Farm Business Management: whole farm planning, community-supported agriculture, marketing management, market study
  • Sustainable Communities: public participation, sustainability measures, quality of life


    This research examined the potential for direct marketing, capitalizing on farming near urban centers. A goal for this research project was to identify ways farmers in North Carolina could improve their quality of life by increasing the community’s support for local agricultural products. Data were collected on farmers’ current production and marketing strategies and on consumers’ purchasing priorities. These data were used to develop outreach programs designed both to modify farmers’ strategies and to educate consumers about local agricultural production. Presentations were made to farmers and consumers on direct marketing at local farmers markets and CSA arrangements.

    Project objectives:

    Specific objectives guided the research for this project. The objectives were to: 1) identify consumers’ motivations for coming to a farmers market; 2) identify farmers’ opportunities to increase sales through direct marketing; 3) increase opportunities for consumer supported agriculture arrangements; 4) strengthen farmer – consumer linkages; and 5) develop a multi-faceted education program to modify farmers’ marketing strategies and consumers’ purchasing patterns.

    Any opinions, findings, conclusions, or recommendations expressed in this publication are those of the author(s) and do not necessarily reflect the view of the U.S. Department of Agriculture or SARE.