Online tools helped direct market farmers during the COVID-19 pandemic, but resources are needed for equitable adoption [new title on resubmit]

This paper examines the use by California’s direct market farmers (DMFs) of online sales and marketing during the early onset of the COVID-19 pandemic in the United States, from March through December 2020. The pandemic caused market disruptions that accelerated the trend toward market digitalization. This paper reports quantitative findings based on 364 responses to an online survey of DMFs in California and qualitative findings from participant observation and 33 semi-structured interviews with DMFs and technical assistance providers. We found that online sales and marketing tools, such as social media and websites, were important for withstanding economic disruptions associated with the pandemic, and farmers who had an online presence were more likely to increase their sales and profitability during its early onset. However, we also found that many farmers lacked the necessary resources to access these tools and use them effectively, and that technical assistance providers experienced challenges in helping farmers with online technology use. We argue that DMFs need reliable access to the internet, as well as advice, resources, and training to access and benefit from online sales and marketing tools. These resources must be available in languages other than English (e.g., Spanish). Research-informed programs and policies can help DMFs navigate market digitalization and strengthen their resilience to future economic disruptions.