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Factors Affecting Sales at Farmers' Markets: An Iowa Study

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  • Theresa Varner
  • Daniel Otto

Abstract

The 180 farmers' markets operating in a range of urban to rural communities in Iowa provide a useful setting to evaluate factors affecting sales at these markets. Higher average sales at markets tended to be associated with urban and higher income areas. Only 30% of vendors reported sales greater than $5,000, mostly in the produce category. Copyright 2008, Oxford University Press.

Suggested Citation

  • Theresa Varner & Daniel Otto, 2008. "Factors Affecting Sales at Farmers' Markets: An Iowa Study," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 30(1), pages 176-189.
    • Handle: RePEc:oup:revage:v:30:y:2008:i:1:p:176-189
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    File URL: http://hdl.handle.net/10.1111/j.1467-9353.2007.00398.x
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    Cited by:

    1. Hughes, David W. & Isengildina-Massa, Olga, 2015. "The economic impact of farmers’ markets and a state level locally grown campaign," Food Policy, Elsevier, vol. 54(C), pages 78-84.
    2. Murakami, Tomoaki & Nakajima, Shinsaku & Takahashi, Taro & Nishihara, Yukinaga & Imai, Asako & Kikushima, Ryousuke & Sato, Takeshi, 2014. "Spatially Varying Impacts of Farmers Markets on Agricultural Land Use," 2014 Annual Meeting, July 27-29, 2014, Minneapolis, Minnesota 170668, Agricultural and Applied Economics Association.
    3. 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, Cambridge University Press, vol. 40(1), pages 1-19, April.
    4. Schmit, T.M. & Gómez, M.I., 2011. "Developing viable farmers markets in rural communities: An investigation of vendor performance using objective and subjective valuations," Food Policy, Elsevier, vol. 36(2), pages 119-127, April.
    5. Chiara Mazzocchi & Stefano Corsi & Giordano Ruggeri, 2020. "The Coexistence of Local and Global Food Supply Chains: The Lombardy Region Case Study," Agriculture, MDPI, vol. 10(11), pages 1-11, November.
    6. repec:zbw:iamodp:327297 is not listed on IDEAS
    7. Yeong Sheng Tey & Poppy Arsil & Mark Brindal & Chi Teen Teoh & Han Wei Lim, 2017. "Motivations Underlying Consumers’ Preference for Farmers’ Markets in Klang Valley: A Means-End Chain Approach," Sustainability, MDPI, vol. 9(11), pages 1-13, October.
    8. Gréta Maró & Péter Czine & Zalán Márk Maró & Áron Török, 2022. "Eliciting University Students’ Attitudes towards Farmers’ Markets: The Hungarian Case," Sustainability, MDPI, vol. 14(24), pages 1-16, December.
    9. Eduardo Malagon-Zaldua & Mirene Begiristain-Zubillaga & Aintzira Onederra-Aramendi, 2018. "Measuring the Economic Impact of Farmers’ Markets on Local Economies in the Basque Country," Agriculture, MDPI, vol. 8(1), pages 1-14, January.
    10. Rahe, Mallory L. & Tsay, Juo-Han & Low, Sarah A., 2023. "Vendor persistence and sales growth 2019-2021: Evidence from five rural Oregon farmers markets," 2023 Annual Meeting, July 23-25, Washington D.C. 336002, Agricultural and Applied Economics Association.
    11. Clara Cicatiello, 2020. "Alternative food shoppers and the “quantity dilemma”: a study on the determinants of their purchases at alternative markets," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 8(1), pages 1-13, December.
    12. 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.
    13. Chao-Jung R. Chen & Tun-Hsiang Edward Yu & Rachel J. C. Fu, 2021. "Strategic Management for Community-Based Markets: From Consumers’ Perspectives and Experiences," Sustainability, MDPI, vol. 13(10), pages 1-18, May.
    14. Horst, Megan & Gwin, Lauren, 2018. "Land access for direct market food farmers in Oregon, USA," Land Use Policy, Elsevier, vol. 75(C), pages 594-611.
    15. Schmit, Todd M. & Jablonski, Becca B.R. & Bonanno, Alessandro & Johnson, Thomas G., 2021. "Measuring stocks of community wealth and their association with food systems efforts in rural and urban places," Food Policy, Elsevier, vol. 102(C).
    16. Phillip Warsaw & Steven Archambault & Arden He & Stacy Miller, 2021. "The Economic, Social, and Environmental Impacts of Farmers Markets: Recent Evidence from the US," Sustainability, MDPI, vol. 13(6), pages 1-18, March.
    17. Chen, Lijun & Parcell, Joe & Moreland, Jill, 2016. "Consumer Preference for Sampling at Farmers Markets," 2016 Annual Meeting, February 6-9, 2016, San Antonio, Texas 230054, Southern Agricultural Economics Association.
    18. Möllers, Judith & Herzfeld, Thomas & Batereanu, Lucia & Arapi-Gjini, Arjola, 2022. "An analysis of farm support measures in the Republic of Moldova," IAMO Discussion Papers 327297, Institute of Agricultural Development in Transition Economies (IAMO).
    19. Pauline Rebouillat & Sarah Bonin & Yan Kestens & Sarah Chaput & Louis Drouin & Geneviève Mercille, 2019. "Fruit and Vegetable Purchases in Farmer’s Market Stands: Analysing Survey and Sales Data," IJERPH, MDPI, vol. 17(1), pages 1-22, December.
    20. Marilyn Sitaker & Jane Kolodinsky & Weiwei Wang & Lisa C. Chase & Julia Van Soelen Kim & Diane Smith & Hans Estrin & Zoe Van Vlaanderen & Lauren Greco, 2020. "Evaluation of Farm Fresh Food Boxes: A Hybrid Alternative Food Network Market Innovation," Sustainability, MDPI, vol. 12(24), pages 1-25, December.
    21. Enthoven, Laura & Van den Broeck, Goedele, 2021. "Local food systems: Reviewing two decades of research," Agricultural Systems, Elsevier, vol. 193(C).
    22. Bi-Kun Tsai, 2019. "Determinants of Consumers’ Retention and Subjective Well-Being: A Sustainable Farmers’ Market Perspective," Sustainability, MDPI, vol. 11(22), pages 1-14, November.

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