Direct and Intermediated Marketing of Local Foods in the United States

Low, Sarah A.; Vogel, Steven

doi:10.2139/ssrn.2114361

Cited by 188 publications

(233 citation statements)

References 5 publications

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“…Research into producer motivation shows that small and midsized producers utilize multiple marketing channels (Liang & Dunn, 2014;Low & Vogel, 2011). Many studies have focused on one region and one type of alternative marketing channel, such as agritourism, community supported agriculture (CSA), farmers markets, or intermediated sales.…”

Section: Surveys Of Agricultural Producersmentioning

confidence: 99%

Oregon producer and consumer engagement in regional food networks: Motivations and future opportunities

Brekken

Parks

Lundgren

2017

J. Agric. Food Syst. Community Dev.

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Local and regional food marketed through direct and intermediated channels has been increasing in the U.S., with studies of producers and consumers conducted at different places and times illuminating the trend. Oregon producers and consumers have shown long-running interest in local agriculture, with direct markets providing a wellestablished connection between fresh and local food. To examine motivations and barriers for the continued development of the Oregon regional food network (RFN), we conducted in-depth surveys of Oregon producers and consumers across economic, social, and environmental variables. We identify some salient characteristics of farm enterprises that contribute to the RFN through different types of marketing channels, and consumer perceptions and utilization of RFN marketing channels. By analyzing producer and consumer surveys side by side, we identify opportunities for greater integration of food system actors within the RFN if producers, supply-chain partners, and consumers come together to realize the potential in regional marketing channels, particularly sales to retail, institutions, and regional distributors with differentiated products based on place of origin. Using Oregon as an example, we find overall trends and nuanced distinctions by looking across the diverse agricultural and marketing landscapes, giving some insight into local and regional food Advance online publication system motivations that may also be useful to farmers, policy makers, and researchers in this and other regions.

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Section: Surveys Of Agricultural Producersmentioning

confidence: 99%

Oregon producer and consumer engagement in regional food networks: Motivations and future opportunities

Brekken

Parks

Lundgren

2017

J. Agric. Food Syst. Community Dev.

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“…There is a large volume of literature on local fresh foods via traditional marketing channels, such as farmers' markets. Examples include those of Wolf, Spittler, and Ahern (2005), Bond, Thilmanhy, and Bond (2009), Low and Vogel (2011), Nei and Zepede (2011).…”

Section: Literature Reviewmentioning

confidence: 99%

Are Online Shoppers Interested in Learning about Locally Grown Fresh Produce?

Gumirakiza¹,

Kingery²,

King³

2018

JAS

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This study describes online shoppers, explains their interests in learning about market outlets for locally/regionally grown fresh produce, and analyzes their preferences for channels to receive educational information concerning local/regional fresh produce. We used a K-mean clustering algorithm together with binary and ordered Logit models to analyze data collected in 2016 from a stratified randomly selected sample of 1,205 online shoppers within the U.S. South region. We found that the probability for online shoppers to be interested in learning about market outlets for local/regional grown fresh produce is 66 percent. Results also indicate that the likelihood for the word-of-mouth to be at least preferred (preferred, very preferred, and extremely preferred) as channel to receive educational information about local fresh produce is 69 percent. The probabilities for local radio/TV stations, Internet-based, newspapers, and ads on public places to be at least preferred are 61 percent, 48 percent, 57 percent, and 66 percent respectively. Findings from this study are useful for fresh produce growers, agricultural marketers and educators, online shoppers, and further research studies.

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“…We had a great deal of cooperation from many partners and agencies in this research, but still lack data of a potentially large magnitude from a few sources. Nationally, the largest purveyors of local food are distributors and retailers (Low & Vogel, 2011), so their lack of response is significant. At this time, most see too little (or no) benefit and/or too high a cost in reporting these figures.…”

Section: Estimating Actual Current Consumption Of Local Foodmentioning

confidence: 99%

Print E-mail Measuring Current Consumption of Locally Grown Foods in Vermont: Methods for Baselines and Targets

Conner

Becot

Hoffer³

et al. 2013

JAFSCD

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Numerous studies have measured the economic impact of increased consumption of locally grown foods, and many advocates have set goals for increasing consumption of locally grown foods to a given percentage. In this paper, we first apply previously developed methods to the state of Vermont, to measure the quantity and value of food that would be consumed if the USDA Dietary Guidelines were followed. We also assess the potential of locally grown foods to meet these

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Direct and Intermediated Marketing of Local Foods in the United States

Cited by 188 publications

References 5 publications

Oregon producer and consumer engagement in regional food networks: Motivations and future opportunities

Oregon producer and consumer engagement in regional food networks: Motivations and future opportunities

Are Online Shoppers Interested in Learning about Locally Grown Fresh Produce?

Print E-mail Measuring Current Consumption of Locally Grown Foods in Vermont: Methods for Baselines and Targets

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