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Lage, Lage, Lage? Welche Rolle spielt der Standort für die landwirtschaftliche Direktvermarktung?

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  • Wille, Stefan Clemens
  • Spiller, Achim
  • von Meyer-Höfer, Marie

Abstract

Für viele Landwirte ist bei der landwirtschaftlichen Direktvermarktung von Lebensmitteln der Standort einer der einflussreichsten Faktoren bezogen auf den Erfolg der Unternehmung. Die hier vorgestellte multi-methoden Studie untersucht den Erfolgsfaktor "Standort" bei der landwirtschaftlichen Direktvermarktung unter Berücksichtigung verschiedener Vermarktungswege. Die Analyse der qualitativen und quantitativen Daten bestätigt die Annahme vieler Landwirte, dass ein guter Standort einen positiven Einfluss auf die Direktvermarktung hat. Gleichzeitigt wird jedoch deutlich, dass ein schlechter Standort nicht automatisch ein Ausschlusskriterium für eine erfolgreiche Direktvermarktung sein muss. Durch die Ausnutzung unterschiedlicher Absatzwege an den Endkunden, wie z.B. Markstände oder Onlinehandel, aber auch durch eine Belieferung von Wiederverkäufern lässt sich auch an vermeidlich schwierigen Standorten in ländlicher Lage erfolgreich Direktvermarktung betreiben.

Suggested Citation

  • Wille, Stefan Clemens & Spiller, Achim & von Meyer-Höfer, Marie, 2018. "Lage, Lage, Lage? Welche Rolle spielt der Standort für die landwirtschaftliche Direktvermarktung?," DARE Discussion Papers 1808, Georg-August University of Göttingen, Department of Agricultural Economics and Rural Development (DARE).
    • Handle: RePEc:zbw:daredp:1808
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    1. Mastronardi, Luigi & Marino, Davide & Cavallo, Aurora & Giannelli, Agostino, 2015. "Exploring the Role of Farmers in Short Food Supply Chains: The Case of Italy," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 18(2), pages 1-22, May.
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    1. Labohm, Katharina & Baaken, Dominik & Hess, Sebastian, 2021. "Mikromarktstrukturen der Rohmilchautomaten in Deutschland," 61st Annual Conference, Berlin, Germany, September 22-24, 2021 317053, German Association of Agricultural Economists (GEWISOLA).

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    Keywords

    landwirtschaftliche Direktvermarktung; Case Study; Distributionspolitik; Hofladen; Sortiment; Absatzwege; Wiederverkäufer;
    All these keywords.

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