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• W2256493845 abstract "Farmers markets have a rich history in the market development of agriculture in the United States, and they are re-emerging as a key community-based option for local food marketing. They represented an important community food distribution system long before the rise of the retail agribusiness system and began to re-emerge (following years of decline) after the passage of the Farmer-to-Consumer Direct Marketing Act of 1976. Some argue that they are now integral part of the food community linking consumers and producers through business and social relationships. Others view markets as an appropriate distribution channel for entrepreneurial and small farmers who strive to establish a loyal customer base through personal selling and quality differentiated (vs. low margin commodity) marketing strategies. The increasing number of direct market channels, including farmers markets, are growing at a persistently high rate since the mid-1990s. These suggest several other bigger food system discussions: the role of farmers markets and producer-focused value chains as “engines of grassroots economic development”, direct markets as a mechanism to address access to healthier foods, and as a market access point for small, beginning or socially disadvantaged producers who might otherwise face barriers to conventional supply chains. The growth and contribution of farmers markets and other direct marketing channels has led to more studies in the literature and encouraged us to update an earlier study on farmers markets and direct marketing in the Western US. To organize our discussion on markets, we will first attempt to understand the supply side (number of producers and marketing channels) and demand side factors (growth in sales, as well as number and types of potential consumers), as well as how direct marketing activities influence the communities where such activities are established and growing. The major objective of this article is to summarize the findings of recent analyses pertaining to farmers markets and direct marketing by agricultural producers, including the US Ag Census, the USDA’s Agricultural Marketing Service study of farmers markets and community-based studies. The second purpose of this article is to present a brief review of the literature on the role of farmers markets on key public issues such as community development and dietary and health outcomes. By synthesizing what has been reported on farmers markets and direct marketing, we can assess the potential role of such channels in the region, and whether the role is expanding into new realms of rural and economic development. Direct Marketing by Producers Data on direct marketing from the 2007 Ag Census shows some interesting trends in the US and Western region. First, it may be important to note what the USDA currently includes in its measures. The USDA National Agricultural Statistics Service asks producers to estimate, the value of agricultural products sold directly to consumers for human consumption, thereby 1" @default.
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• W2256493845 date "2012-01-01" @default.
• W2256493845 modified "2023-09-24" @default.
• W2256493845 title "Farmers Markets and Direct Marketing in the Western US: Market Trends and Linkages with Food System Issues" @default.
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• W2256493845 doi "https://doi.org/10.22004/ag.econ.176583" @default.
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