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Online Sales: A Direct Marketing Opportunity for Rural Farms?

Author

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  • O’Hara, Jeffrey K.
  • Low, Sarah A.

Abstract

Online marketplaces could help direct-to-consumer (DTC) farms compete for customers making grocery purchases on the internet by reducing the search and transportation costs of in-person DTC transactions. While in-person DTC marketplaces have been conducive for metropolitan farms historically, we explore whether rural DTC farms, with distance-based challenges accessing customers, are more likely to have online platforms. We find that rural farms distant from metropolitan counties that are new to DTC marketing are 7% more likely to have online marketplaces than more experienced rural farms, while new metropolitan farms are less likely to have them.

Suggested Citation

  • O’Hara, Jeffrey K. & Low, Sarah A., 2020. "Online Sales: A Direct Marketing Opportunity for Rural Farms?," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 52(2), pages 222-239, May.
    • Handle: RePEc:cup:jagaec:v:52:y:2020:i:2:p:222-239_4
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    Citations

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    Cited by:

    1. Durant, Jennie L. & Asprooth, Lauren & Galt, Ryan E. & Schmulevich, Sasha Pesci & Manser, Gwyneth M. & Pinzón, Natalia, 2023. "Farm resilience during the COVID-19 pandemic: The case of California direct market farmers," Agricultural Systems, Elsevier, vol. 204(C).
    2. Rosalia Stella Evola & Giovanni Peira & Erica Varese & Alessandro Bonadonna & Enrica Vesce, 2022. "Short Food Supply Chains in Europe: Scientific Research Directions," Sustainability, MDPI, vol. 14(6), pages 1-20, March.
    3. Monica Allaby & Graham K. MacDonald & Sarah Turner, 2021. "Growing pains: Small-scale farmer responses to an urban rooftop farming and online marketplace enterprise in Montréal, Canada," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 38(3), pages 677-692, September.
    4. repec:rre:publsh:v:50:y:2020:i:3 is not listed on IDEAS
    5. Alessandro Bonadonna & Stefano Duglio & Luigi Bollani & Giovanni Peira, 2022. "Mountain Food Products: A Cluster Analysis Based on Young Consumers’ Perceptions," Sustainability, MDPI, vol. 14(19), pages 1-14, September.
    6. Sarah A. Low & Mallory L. Rahe & Andrew J. Van Leuven, 2023. "Has COVID‐19 made rural areas more attractive places to live? Survey evidence from Northwest Missouri," Regional Science Policy & Practice, Wiley Blackwell, vol. 15(3), pages 520-540, April.
    7. Marilyne Chicoine & Francine Rodier & Fabien Durif, 2023. "The bright and the dark side of commercial urban agriculture labeling," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 40(3), pages 1153-1170, September.
    8. Jeffrey K. O'Hara & Nony Dutton & Nick Stavely, 2022. "The influence of farmers markets' characteristics on vendor sales," Agribusiness, John Wiley & Sons, Ltd., vol. 38(2), pages 295-311, April.
    9. Martinez, Steve W. & Park, Timothy, 2021. "Marketing Practices and Financial Performance of Local Food Producers: A Comparison of Beginning and Experienced Farmers," USDA Miscellaneous 313069, United States Department of Agriculture.
    10. Dawn Thilmany & Elizabeth Canales & Sarah A. Low & Kathryn Boys, 2021. "Local Food Supply Chain Dynamics and Resilience during COVID‐19," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 43(1), pages 86-104, March.
    11. Vecchi, Martina & Jaenicke, Edward C., 2021. "Local food in times of crisis: the impact of Covid-19 and two reinforcing primes," 2021 Annual Meeting, August 1-3, Austin, Texas 313958, Agricultural and Applied Economics Association.
    12. Min Li & Lina He & Guangchuan Yang & Zhen Lian, 2022. "Profit-Sharing Contracts for Fresh Agricultural Products Supply Chain Considering Spatio-Temporal Costs," Sustainability, MDPI, vol. 14(4), pages 1-21, February.
    13. Martina Vecchi & Edward C. Jaenicke & Claudia Schmidt, 2022. "Local food in times of crisis: The impact of COVID‐19 and two reinforcing primes," Agribusiness, John Wiley & Sons, Ltd., vol. 38(4), pages 850-873, October.

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