Economic Challenges of Small-Scale Vegetable Production and Retailing in Rural Communities: An Example from Rural Oklahoma
Information regarding the economic potential of producing and retailing vegetables in rural communities is limited. This study determined the actual net return from producing and on-site retailing a mix of produce in a rural Oklahoma community and determined if consumers in the region were willing to pay differentiated prices for the locally grown vegetables. Although the project did not generate a profit, a wealth of insightful information was gained. Results show that a substantial number of consumers were willing to pay premiums for certain types of produce; however, there were not enough such consumers to overcome the production and harvesting expenses.
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- Darby, Kim & Batte, Marvin T. & Ernst, Stanley C. & Roe, Brian E., 2006. "Willingness to pay for locally produced foods: A customer intercept study of direct market and grocery store shoppers," 2006 Annual meeting, July 23-26, Long Beach, CA 21336, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
- Estes, Edmund A., 2003. "Tomato Wars: A Discussion of How International Trade, Structural Changes, and Competitiveness Affect the North American Produce Industry," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 35(02), August.
- Wolf, Marianne McGarry & Spittler, Arianne & Ahern, James, 2005. "A Profile of Farmers' Market Consumers and the Perceived Advantages of Produce Sold at Farmers' Markets," Journal of Food Distribution Research, Food Distribution Research Society, vol. 36(01), March.
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