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Evaluation of Farm Fresh Food Boxes: A Hybrid Alternative Food Network Market Innovation

Author

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  • Marilyn Sitaker

    (Ecological Agriculture and Food Systems, The Evergreen State College, Olympia, WA 98505, USA)

  • Jane Kolodinsky

    (Center for Rural Studies, University of Vermont, Burlington, VT 05405, USA)

  • Weiwei Wang

    (Center for Rural Studies, University of Vermont, Burlington, VT 05405, USA)

  • Lisa C. Chase

    (Extension, University of Vermont, Brattleboro, VT 05301, USA)

  • Julia Van Soelen Kim

    (Cooperative Extension, University of California, Novato, CA 94947, USA)

  • Diane Smith

    (Extension, Washington State University, Burlington, WA 98233, USA)

  • Hans Estrin

    (Extension, University of Vermont, Brattleboro, VT 05301, USA)

  • Zoe Van Vlaanderen

    (Center for Rural Studies, University of Vermont, Burlington, VT 05405, USA)

  • Lauren Greco

    (Extension, University of Vermont, Brattleboro, VT 05301, USA)

Abstract

Using a mixed-methods design, we evaluated Farm Fresh Food Box (F3B) a market innovation designed to expand producer markets, stabilize rural retail businesses, and improve rural food access. In the F3B model, pre-ordered Community Supported Agriculture (CSA)-style produce boxes are sold through rural retail outlets. F3B was implemented from 2016 to 2018 as part of a United States Department of Agriculture (USDA)-funded multi-state extension and research collaboration project in 3 geographically diverse and rural areas: Vermont, Washington, and California. The F3B evaluation aimed to (1) assess market potential; (2) determine logistics for successful implementation; (3) describe the benefits and drawbacks for farmers and retailers; and (4) measure consumers’ attitudes and purchase behavior. A national market survey indicated consumers would be likely to purchase F3B if it was perceived to offer good value on fresh local produce, without need for a subscription. The model put a few additional labor burdens on farmers and retailers, but required time for relationship-building and more record-keeping time for farmers. Those who purchased a F3B were generally satisfied with the quality, quantity and variety of produce each week and a high proportion considered F3B to be a good value for the money. As a new business innovation, F3B showed only modest profit, but retailers and farmers felt it was worthwhile to expand their customer base, promote their brand and develop their partnership. F3B began a means to address flattened growth in direct to consumer produce sales, food deserts and dwindling retail options for fresh foods in rural areas. We discuss F3B as a potential solution to food system weaknesses exposed by the COIVD-19 pandemic because it offers touch-free, high-quality local produce ready for curbside pickup at a convenient location.

Suggested Citation

  • Marilyn Sitaker & Jane Kolodinsky & Weiwei Wang & Lisa C. Chase & Julia Van Soelen Kim & Diane Smith & Hans Estrin & Zoe Van Vlaanderen & Lauren Greco, 2020. "Evaluation of Farm Fresh Food Boxes: A Hybrid Alternative Food Network Market Innovation," Sustainability, MDPI, vol. 12(24), pages 1-25, December.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:24:p:10406-:d:461188
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    References listed on IDEAS

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    2. Nishant Saravanan & Jessica Olivares-Aguila & Alejandro Vital-Soto, 2022. "Bibliometric and Text Analytics Approaches to Review COVID-19 Impacts on Supply Chains," Sustainability, MDPI, vol. 14(23), pages 1-33, November.
    3. Aparna Katre & Teresa Bertossi & Abigail Clarke-Sather & Mary Parsatoon, 2022. "Agroecological Transition: A Territorial Examination of the Simultaneity of Limited Farmer Livelihoods and Food Insecurity," Sustainability, MDPI, vol. 14(6), pages 1-26, March.
    4. Efryta Wulan Anggraeni & Yuanita Handayati & Santi Novani, 2022. "Improving Local Food Systems through the Coordination of Agriculture Supply Chain Actors," Sustainability, MDPI, vol. 14(6), pages 1-19, March.
    5. Fernianda Rahayu Hermiatin & Yuanita Handayati & Tomy Perdana & Dadan Wardhana, 2022. "Creating Food Value Chain Transformations through Regional Food Hubs: A Review Article," Sustainability, MDPI, vol. 14(13), pages 1-24, July.

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