IDEAS home Printed from https://ideas.repec.org/
MyIDEAS: Login to save this article or follow this journal

Potential Benefits of Extended Season Sales through Direct Markets

  • Curtis, Kynda R.
  • Yeager, Irvin
  • Black, Brent
  • Drost, Dan

Numerous studies have shown that consumers are on average willing to pay more for products at local direct markets, but tend to examine consumer preferences for goods available during the normal season. Studies which examine pricing and consumer preferences for local foods available outside of their normal season are few. One study finds that consumers would be willing to attend farmers’ markets in the off-season, but does not assess their willingness to pay (WTP) for products in the off-season. A second study mentions that extending the market season may increase farmer income, but does not specifically discuss impacts to net returns resulting from price differentials. This study will assess enhanced revenue potential for out-of-season (winter, early spring, late fall) direct market sales, specifically those which can be produced through the use of season extension techniques such as high tunnels. The results of this study will provide agricultural producers with valuable information regarding potential revenue estimates which they can use to assess the financial impacts of implementing season extension techniques into their operation. Study methods include a comparison of availability and pricing for fruit and vegetable products from May through October at farmers’ markets in Utah and Colorado; a survey of farmers’ market managers on the potential for extending the farmers market season; a survey of growers and Extension horticulturalists on the potential products and length of season extension for fruit and vegetable crops; and finally choice experiments designed to examine consumer WTP for local fruit and vegetable products across seasons.

If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

File URL: http://purl.umn.edu/139438
Download Restriction: no

Article provided by Food Distribution Research Society in its journal Journal of Food Distribution Research.

Volume (Year): 43 (2012)
Issue (Month): 1 (March)
Pages:

as
in new window

Handle: RePEc:ags:jlofdr:139438
Contact details of provider: Web page: http://fdrs.ag.utk.edu/

More information through EDIRC

No references listed on IDEAS
You can help add them by filling out this form.

This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

When requesting a correction, please mention this item's handle: RePEc:ags:jlofdr:139438. See general information about how to correct material in RePEc.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (AgEcon Search)

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

If references are entirely missing, you can add them using this form.

If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

Please note that corrections may take a couple of weeks to filter through the various RePEc services.

This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.