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Developing Viable Farmers Markets in Rural Communities: An Investigation of Vendor Performance using Objective and Subjective Valuations

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  • Schmit, Todd M.
  • Gomez, Miguel I.

Abstract

Consumer and public policy interests in local food systems have increased sharply in recent years. Utilizing a unique data set from a six-county region in Northern New York, an empirical model of vendor performance satisfaction is developed as a function of market, vendor, and customer characteristics. Higher levels of performance were associated with vendors selling in a limited number of larger markets, with more amenities, and a variety of production-based vendors; thus, providing supporting evidence for planners in developing regional or multicommunity markets. Changes in market policies or incentives for higher value-added and processed food and non-food vendors should also be considered to enhance performance relative to more traditional vendors. The impacts of consumer income and population density factors suggest that markets in more economically challenged or disparate areas may be at an operational disadvantage, and indicative of a need for additional community or public support mechanisms to make these markets viable, particularly in rural areas with a stronger dependence on agricultural production for economic development. However, vendor due-diligence in analyzing and selecting markets based on important market and customer characteristics remains a necessary ingredient for improved performance and long-run viability.

Suggested Citation

  • 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.
    • Handle: RePEc:ags:cudawp:126957
    DOI: 10.22004/ag.econ.126957
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    2. Pierre Chiaverina & Sophie Drogué & Florence Jacquet & Larry Lev & Robert King, 2023. "Does short food supply chain participation improve farm economic performance? A meta‐analysis," Agricultural Economics, International Association of Agricultural Economists, vol. 54(3), pages 400-413, May.
    3. Oscar Meza Palma & José M. Díaz-Puente & José L. Yagüe, 2020. "The Role of Coffee Organizations as Agents of Rural Governance: Evidence from Western Honduras," Land, MDPI, vol. 9(11), pages 1-17, November.
    4. Schmit, Todd M. & Hadcock, Stephen E., 2010. "Assessing barriers to expansion of farm-to-chef sales: a case study from upstate New York," Working Papers 126973, Cornell University, Department of Applied Economics and Management.
    5. Jeffrey K. O'Hara & Jeffrey Lin, 2020. "Population Density and Local Food Market Channels," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 42(3), pages 477-496, September.
    6. 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.
    7. Tiziano Tempesta & Daniel Vecchiato & Federico Nassivera & Maria Bugatti & Biancamaria Torquati, 2019. "Consumers Demand for Social Farming Products: An Analysis with Discrete Choice Experiments," Sustainability, MDPI, vol. 11(23), pages 1-17, November.
    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. Connolly, Cristina & Klaiber, H. Allen, 2019. "Competition in Local Food Markets," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 44(2), May.
    10. Dru Montri & Kimberly Chung & Bridget Behe, 2021. "Farmer perspectives on farmers markets in low-income urban areas: a case study in three Michigan cities," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 38(1), pages 1-14, February.
    11. 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).
    12. Kamila Vesela & Lucie Severova & David Krizek, 2021. "Nutritional Values of Foods on a Population of the Czech Republic," Sustainability, MDPI, vol. 13(14), pages 1-13, July.
    13. Abello, Francisco J. & Palma, Marco A. & Anderson, David P. & Waller, Mark W., 2012. "Evaluating the Factors Influecing the Number of Visits to Farmers' Markets," 2012 Annual Meeting, February 4-7, 2012, Birmingham, Alabama 119786, Southern Agricultural Economics Association.
    14. Ladislav Pilař & Lucie Kvasničková Stanislavská & Pavel Moulis & Roman Kvasnička & Stanislav Rojík & Ivana Tichá, 2019. "Who spends the most money at farmers' markets?," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 65(11), pages 491-498.
    15. Jeremy L. Sage & Vicki A. McCracken, 2017. "Mitigating food deserts: Do farmers’ markets break from the status quo?," Regional Science Policy & Practice, Wiley Blackwell, vol. 9(1), pages 39-59, March.
    16. Kyung-Hee Kim & Duk-Byeong Park, 2014. "Factors Influencing Rural Tourists' Purchasing Behaviour: Four Types of Direct Farm Markets in South Korea," Tourism Economics, , vol. 20(3), pages 629-645, June.

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