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The Decision to Direct Market: An Analysis of Small Fruit and Specialty-Product Markets in Virginia

Listed author(s):
  • Monson, Joseph
  • Mainville, Denise Y.
  • Kuminoff, Nicolai V.

Farmers are increasingly interested in high-value alternatives to commodity production. Direct marketing is a potentially attractive marketing alternative, having been shown to offer increased net incomes to farmers. Nevertheless, there is a dearth of literature on the determinants of the decision to direct market. This paper uses an ordered logit regression to analyze how farm size, the importance of high-value crops, organic production, experience, and demographic factors affect a producer’s reliance on direct markets. The results show that farm size, high-value crop production, non-certified organic production methods, and household size are determinants of the share of total farm output sold through direct marketing outlets.

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

Volume (Year): 39 (2008)
Issue (Month): 2 (July)

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Handle: RePEc:ags:jlofdr:55971
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