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

2000 Annual Report for LS00-109

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

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


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.


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.


Ginny, Steve and Lee Tate

Goat Lady Dairy
3515 Jess Hackett Road
Climax, NC 27233
Office Phone: 3368242163
Dexter Hill
Market Manager
Piedmont Triad Farmers Market
Colfax, , NC
Office Phone: 3366059157
Judy and Larry McPherson

Uwharrie Farm
4658 Waynick Meadow Road
Asheboro, NC 27203
Office Phone: 3368572775