IDEAS home Printed from
   My bibliography  Save this article

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.

Suggested Citation

  • Curtis, Kynda R. & Yeager, Irvin & Black, Brent & Drost, Dan, 2012. "Potential Benefits of Extended Season Sales through Direct Markets," Journal of Food Distribution Research, Food Distribution Research Society, vol. 43(1), March.
  • Handle: RePEc:ags:jlofdr:139438

    Download full text from publisher

    File URL:
    Download Restriction: no


    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.

    Cited by:

    1. Kim, Man-Keun & Curtis, Kynda R. & Yeager, Irvin, 2014. "An Assessment of Market Strategies for Small-Scale Produce Growers," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IFAMA), vol. 17(3).


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. 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). General contact details of provider: .

    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.

    We have no references for this item. You can help adding them by using 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 RePEc Author Service 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.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.