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The Decision to Direct Market: An Analysis of Small Fruit and Specialty-Product Markets in Virginia

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Author Info

  • Monson, Joseph
  • Mainville, Denise Y.
  • Kuminoff, Nicolai V.

Abstract

Farmers are increasingly interested in high-value alternatives to commodity production. Direct marketing is a potentially attractive marketing alternative, having been shown to offer increased net incomes to farmers. Nevertheless, there is a dearth of literature on the determinants of the decision to direct market. This paper uses an ordered logit regression to analyze how farm size, the importance of high-value crops, organic production, experience, and demographic factors affect a producer’s reliance on direct markets. The results show that farm size, high-value crop production, non-certified organic production methods, and household size are determinants of the share of total farm output sold through direct marketing outlets.

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File URL: http://purl.umn.edu/55971
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Bibliographic Info

Article provided by Food Distribution Research Society in its journal Journal of Food Distribution Research.

Volume (Year): 39 (2008)
Issue (Month): 2 (July)
Pages:

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Handle: RePEc:ags:jlofdr:55971

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Web page: http://fdrs.ag.utk.edu/
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Keywords: Marketing;

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Cited by:
  1. Uematsu, Hiroki & Mishra, Ashok K., 2011. "Use of Direct Marketing Strategies by Farmers and Their Impact on Farm Business Income," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 40(1), April.
  2. Schmit, Todd M. & Gomez, Miguel I., 2010. "Developing Viable Farmers Markets in Rural Communities: An Investigation of Vendor Performance using Objective and Subjective Valuations," Working Papers 126957, Cornell University, Department of Applied Economics and Management.

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