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

Abstract

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.

Cosmovisions and Farming Praxis: An Investigation of Conventional and Alternative Farmers along the Willamette River

“…That a general divide does exist is further supported by a recent Oregon producer survey which found that value‐based motivations for choosing production practices were correlated in expected ways with self‐reported conventional or alternative practices. However, the survey also found that other factors such as access to markets and local or regional support also influence the practice decisions of farmers regardless of style (Brekken, Parks, and Lundgren ).…”

Implications of the 2016 Oregon Minimum Wage Increase for Direct Market Farmers, Farmworkers, and Communities

“…The interviews revealed some significant differences by size of operation, which is important because a vibrant DM sector that sells products through a range of marketing channels is composed of a mix of small to large producers that can satisfy diverse consumer demands [19]. The mid-sized producers who reported the greatest pressure from the MW increase perceive themselves as having little pricing power, and anticipate making more modifications to their operations than producers in the other size categories.…”

“…In another recent Oregon producer survey, the farmers who indicated that they used various environmentally-sensitive production practices were also much more likely to indicate that they chose their production practices because they "align" with their environmental values [19].…”

“…The DM farms have higher costs of production than their competitors because DM growers tend to grow a highly diversified mix of fresh produce using sustainable environmental practices, largely based on their personal values rather than market forces [19]. In contrast, commodity-scale producers reduce their costs of production by using synthetic inputs and high levels of mechanization, thereby externalizing the environmental costs of production [20][21][22].…”

“…DM farmers do benefit from consumer interest in "local" foods and their willingness to pay (WTP) higher prices for both personal reasons (healthier, fresher, and better tasting food) and public reasons (support local farmers, local economies, and environmental practices) [19,23]. DM producers choose among localized direct and intermediated marketing channels based on price premiums, perceived risks, and marketing costs.…”