Farmers Markets and Seafood: Where Is It Feasible?

O’Hara, Jeffrey K.

doi:10.1086/710051

Cited by 5 publications

(3 citation statements)

References 27 publications

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“…Finally, to more fully understand the role that ASNs play in the broader seafood system, better data on the sector are critically needed (O'Hara, 2020). At present, there is no nationallevel data in either the United States or Canada to describe the number of ASNs, their geographic distribution or their total socioeconomic contribution.…”

Section: Discussionmentioning

confidence: 99%

Alternative Seafood Networks During COVID-19: Implications for Resilience and Sustainability

Stoll

Harrison

Sousa

et al. 2021

Front. Sustain. Food Syst.

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Export-oriented seafood trade faltered during the early months of the COVID-19 pandemic. In contrast, alternative seafood networks (ASNs) that distribute seafood through local and direct marketing channels were identified as a “bright spot.” In this paper, we draw on multiple lines of quantitative and qualitative evidence to show that ASNs experienced a temporary pandemic “bump” in both the United States and Canada in the wake of supply chain disruptions and government mandated social protections. We use a systemic resilience framework to analyze the factors that enabled ASNs to be resilient during the pandemic as well as challenges. The contrast between ASNs and the broader seafood system during COVID-19 raises important questions about the role that local and regional food systems may play during crises and highlights the need for functional diversity in supply chains.

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Section: Discussionmentioning

confidence: 99%

Alternative Seafood Networks During COVID-19: Implications for Resilience and Sustainability

Stoll

Harrison

Sousa

et al. 2021

Front. Sustain. Food Syst.

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show abstract

“…Therefore, wide media and internet coverage of fish brands is witnessed worldwide, even if the product is just enough for local consumption. According to O’Hara (2020), direct marketing, which is a characteristic of farmers’ markets, had limitations such as small geographical coverage and problems of accessibility, especially for low-income individuals. Therefore, extended marketing through media and the internet was necessary.…”

Section: Sales Promotion Marketing In Fish Farming Sectormentioning

confidence: 99%

Analysing the marketing strategies that fish farming businesses in the UK can use to gain a competitive advantage

Olawunmi

Clarke²

2022

JEC

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Purpose This study aims to explore marketing strategies that UK fish farming businesses can use to gain a competitive advantage. The marketing strategies examined include product branding and core competencies, sales promotion, market positioning and segmentation. Design/methodology/approach A survey through an online questionnaire was mailed to five randomly selected trade associations of UK fish farming businesses and distributed to their registered members, of which 200 responded. Both male and female genders with different age groups and levels of experience in the UK fish farming business participated. In addition, ten articles were sampled for a systematic review. Findings Results show that UK fish farming businesses could increase sales by using ecolabels in product branding to attract premium prices, build consumer confidence and using high-quality packages for fish products will keep fish fresh for a longer period. Research limitations/implications The scope of this research is limited to the UK. The findings cannot be generalised and used for other jurisdictions because of variable economic and market conditions. Originality/value A significant recommendation from this case study is that fish farming businesses need to be creative and innovative in ways such as leveraging branding, sales promotions and core competencies to win the trust and confidence of consumers. Most importantly, each fish farming business should know the specific marketing strategy that works for them; this case study shows that not all branding and sales promotion techniques enhance competitiveness. The scope of this research is limited to the UK. The findings cannot be generalised and used for other jurisdictions because of variable economic and market conditions.

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“…Still, the size of DTC market activity is larger than USDA's Census of Agriculture estimates. This is because nonfarm food businesses, along with farms and ranches, have been increasingly using farmers markets to develop new product offerings, establish marketing strategies, and perhaps increase in size (Low et al, 2020;McDonald, 2019;O'Hara, 2020;O'Hara, Castillo, and McFadden, 2020). Further, the localized economic impacts from farmers market sales can exceed those from traditional food retailers (Hughes et al, 2008;Hughes and Isengildina-Massa, 2015).…”

Section: Introductionmentioning

confidence: 99%

COVID-19’s Impact on Farmers Market Sales in the Washington, D.C., Area

O’Hara

Woods

Dutton³

et al. 2021

J. Agric. Appl. Econ.

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We use a sales database of farmers market vendors in the Washington, D.C., area to estimate how first half 2020 sales were impacted by the COVID-19 outbreak. We use 2019 data as a counterfactual for sales that would have occurred in 2020 in the absence of COVID-19. For neighborhood weekend markets that were able to remain open during the pandemic, the change in 2020 average sales between the winter and spring is between 75% and 79% lower than in 2019. Other farmers markets, particularly weekday markets in business districts, experienced delayed openings or were closed for the entire year.

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Farmers Markets and Seafood: Where Is It Feasible?

Cited by 5 publications

References 27 publications

Alternative Seafood Networks During COVID-19: Implications for Resilience and Sustainability

Alternative Seafood Networks During COVID-19: Implications for Resilience and Sustainability

Analysing the marketing strategies that fish farming businesses in the UK can use to gain a competitive advantage

COVID-19’s Impact on Farmers Market Sales in the Washington, D.C., Area

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