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Does E-Commerce Help Farmers’ Markets? Measuring the Impact of MarketMaker

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  • Zapata, Samuel D.
  • Isengildina-Massa, Olga
  • Carpio, Carlos E.
  • Lamie, R. David

Abstract

MarketMaker is one of the most extensive collections of electronic searchable food industry related data engines in the country with over 17,500 profiles of food related enterprises, including more than 7,600 agricultural producers and 1,295 farmers markets. This study examined the impact of MarketMaker on participating farmers’ markets. Our findings indicate that about half of the farmers markets have experienced benefits from their participation in the form of new contacts, new customers and vendors, and increase in sales. Through the analysis of factors that affect the increase in farmers’ markets sales due to MarketMaker we identified that the components needed for the more successful use of MarketMaker include an established MarketMaker program, an established farmers’ market and an active user-manager.

Suggested Citation

  • Zapata, Samuel D. & Isengildina-Massa, Olga & Carpio, Carlos E. & Lamie, R. David, 2016. "Does E-Commerce Help Farmers’ Markets? Measuring the Impact of MarketMaker," Journal of Food Distribution Research, Food Distribution Research Society, vol. 47(2), pages 1-18, July.
    • Handle: RePEc:ags:jlofdr:240766
    DOI: 10.22004/ag.econ.240766
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    Cited by:

    1. Dawn Thilmany & Elizabeth Canales & Sarah A. Low & Kathryn Boys, 2021. "Local Food Supply Chain Dynamics and Resilience during COVID‐19," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 43(1), pages 86-104, March.
    2. Ying Song & Lu Li & Stavros Sindakis & Sakshi Aggarwal & Charles Chen & Saloome Showkat, 2024. "RETRACTED ARTICLE: Examining E-Commerce Adoption in Farmer Entrepreneurship and the Role of Social Networks: Data from China," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(2), pages 8290-8326, June.
    3. Jean D. Gumirakiza & Mara E. Schroering, 2024. "Do Online Shoppers Attend Farmers’ Markets?," Journal of Agricultural Science, Canadian Center of Science and Education, vol. 11(10), pages 1-39, April.
    4. Grzegorz Szymanski & Robert Stanislawski, 2018. "Research Online - Purchase Offline - A Phenomenon Among The Young Generation In The E-Commerce Sector," Economy & Business Journal, International Scientific Publications, Bulgaria, vol. 12(1), pages 185-192.
    5. Xiaojing Li & Apurbo Sarkar & Xianli Xia & Waqar Hussain Memon, 2021. "Village Environment, Capital Endowment, and Farmers’ Participation in E-Commerce Sales Behavior: A Demand Observable Bivariate Probit Model Approach," Agriculture, MDPI, vol. 11(9), pages 1-20, September.
    6. Aashish Argade & Arnab Kumar Laha & Anand Kumar Jaiswal, 2022. "Electronic marketplaces under conditions of oligopsony and relational marketing – an empirical exploration of electronic agricultural markets in India," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1541-1554, September.
    7. Kewei Gao & Guanghua Qiao, 2025. "How Social Capital Drives Farmers’ Multi-Stage E-Commerce Participation: Evidence from Inner Mongolia, China," Agriculture, MDPI, vol. 15(5), pages 1-22, February.

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