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Direct and Intermediated Marketing of Local Foods in the United States

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Author Info

  • Low, Sarah A.
  • Vogel, Stephen J.

Abstract

This study uses nationally representative data on the marketing of local foods to assess the relative scale of local food marketing channels. This research documents that sales through intermediated marketing channels, such as farmers’ sales to local grocers and restaurants, account for a large portion of all local food sales. Small and medium-sized farms dominate local foods sales marketed exclusively through direct-to-consumer channels (foods sold at roadside stands or farmers’ markets, for example) while large farms dominate local food sales marketed exclusively through intermediated channels. Farmers marketing food locally are most prominent in the Northeast and the West Coast regions and areas close to densely populated urban markets. Climate and topography favoring the production of fruits and vegetables, proximity to and neighboring farm participation in farmers’ markets, and good transportation and information access are found to be associated with higher levels of direct-to-consumer sales.

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Bibliographic Info

Paper provided by United States Department of Agriculture, Economic Research Service in its series Economic Research Report with number 118025.

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Date of creation: Nov 2011
Date of revision:
Handle: RePEc:ags:uersrr:118025

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Keywords: Local foods; direct marketing channels; direct sales; intermediated sales Acknowledgments: The; Agricultural and Food Policy; Marketing;

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References

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  1. Thilmany, Dawn D. & Watson, Philip, 2004. "The Increasing Role Of Direct Marketing And Farmers Markets For Western Us Producers," Western Economics Forum, Western Agricultural Economics Association, vol. 3(02), December.
  2. Cheryl Brown & Stacy Miller, 2008. "The Impacts of Local Markets: A Review of Research on Farmers Markets and Community Supported Agriculture (CSA)," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 90(5), pages 1298-1302.
  3. Dawn Thilmany & Craig A. Bond & Jennifer K. Bond, 2008. "Going Local: Exploring Consumer Behavior and Motivations for Direct Food Purchases," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 90(5), pages 1303-1309.
  4. Brown, Cheryl & Gandee, Jesse E. & D'Souza, Gerard E., 2006. "West Virginia Farm Direct Marketing: A County Level Analysis," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 38(03), December.
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Cited by:
  1. repec:zwi:journl:v:41:y:2012:i:1:p:57-71 is not listed on IDEAS
  2. Arita, Shawn & Hemanchandra, Dilini & Leung, PingSun, 0. "Can Local Farms Survive Globalization?," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association.
  3. Smith, Bobby J. II & Kaiser, Harry M. & Gómez, Miguel I., 2013. "Identifying Factors Influencing a Hospital’s Decision to Adopt a Farm-to-Hospital Program," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 42(3), December.
  4. Maxime Agbo & Damien Rousselière & Julien Salanié, 2013. "A Theory of Agricultural Marketing Cooperatives with Direct Selling," Working Papers 1331, Groupe d'Analyse et de Théorie Economique (GATE), Centre national de la recherche scientifique (CNRS), Université Lyon 2, Ecole Normale Supérieure.
  5. Jablonski, Rebecca & Mansury, Yuri, 2012. "Local Food Wholesale Infrastructure in New York State: economic impact, policy implications and recommendations," 2012 AAEA/EAAE Food Environment Symposium, May 30-31, Boston, MA 123974, Agricultural and Applied Economics Association.
  6. Campbell, Benjamin L. & Khachatryan, Hayk & Behe, Bridget K. & Dennis, Jennifer & Hall, Charles, 2014. "U.S. and Canadian Consumer Perception of Local and Organic Terminology," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IAMA), vol. 17(2).
  7. Berning, Joshua P., 2012. "Access to Local Agriculture and Weight Outcomes," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 41(1), April.
  8. Carroll, Kathryn A. & Bernard, John C. & Pesek, John D. Jr., 2013. "Consumer Preferences for Tomatoes: The Influence of Local, Organic, and State Program Promotions by Purchasing Venue," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 38(3), December.

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