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The California Agricultural Direct Marketing Study

Author

Listed:
  • Kambara, Kenneth M.
  • Shelley, Crispin L.

Abstract

Excerpts from the Introduction to Part I: This survey report provides key information on how direct marketing has been creating opportunities for small farmers, while constructing an accurate profile of those who engage in the practice. With funding support from the U.S. Department of Agriculture (USDA), CIRS [California Institute of Rural Studies] set out to answer two main questions in conducting its survey: How does direct marketing impact farm entry? How does direct marketing affect long-term farm viability? Excerpts from the Introduction to Part II: This case study focuses on strawberry cultivation and direct marketing by Southeast Asian immigrant farmers (specifically, Mien immigrants from Laos), in the Sacramento and North San Joaquín Valleys. Though strawberry production had been declining in the area for decades, these farmers spurred a boom that began in the late 1990s. This case study complements and embellishes the information presented in Part I, specifically seeking to disentangle the process by which the Mien became strawberry farmers, the nature of their current production, and their approach to direct marketing.

Suggested Citation

  • Kambara, Kenneth M. & Shelley, Crispin L., 2002. "The California Agricultural Direct Marketing Study," Research Reports 317879, United States Department of Agriculture, Agricultural Marketing Service, Transportation and Marketing Program.
    • Handle: RePEc:ags:uamsrr:317879
    DOI: 10.22004/ag.econ.317879
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    File URL: https://ageconsearch.umn.edu/record/317879/files/CalDirectMarket2002.pdf
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    Citations

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    Cited by:

    1. Strochlic, Ron & Shelley, Crispin, 2004. "Community Supported Agriculture in California, Oregon and Washington: Challenges and Opportunities," Research Reports 317884, United States Department of Agriculture, Agricultural Marketing Service, Transportation and Marketing Program.
    2. Ostrom, Marcia & Goldberger, Jessica R. & Smith, Katherine Selting, 2020. "Market Makers; Exploring Gender Dynamics in Farmers Markets from Field to Booth," Western Economics Forum, Western Agricultural Economics Association, vol. 18(2), December.
    3. Kim, Man-Keun & Curtis, Kynda R. & Yeager, Irvin, 2014. "An Assessment of Market Strategies for Small-Scale Produce Growers," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 17(3), pages 1-18, September.
    4. Visser, Jurriaan & Trienekens, Jacques & van Beek, Paul, 2013. "Opportunities for Local for Local Food Production A Case in the Dutch Fruit and Vegetables," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 4(1), pages 1-15, July.
    5. Spiller, Achim & Zuhlsdorf, Anke & Mellin, Matthias, 2007. "Farmer-to-Consumer Direct Marketing: The Role of Customer Satisfaction Measurement for Service Innovations," 2007 1st Forum, February 15-17, 2007, Innsbruck, Austria 6607, International European Forum on System Dynamics and Innovation in Food Networks.
    6. Lohr, Luanne & Park, Timothy, 2012. "Demand for Private Marketing Expertise by Organic Farmers: A Quantile Analysis Based on Counts," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 44(2), pages 157-171, May.
    7. John M. Polimeni & Raluca I. Iorgulescu & Lucian Liviu Albu & Andrei Ionica, 2022. "Romanian Farmers’ Markets: Understanding the Environmental Attitudes of Farmers as an Instrument for Bioeconomy Development," Sustainability, MDPI, vol. 14(18), pages 1-20, September.
    8. Visser, Jurriaan & Trienekens, Jacques & van Beek, Paul, 2013. "Opportunities for Local for Local Food Production: A case in the Dutch Fruit and Vegetables," 2013 International European Forum, February 18-22, 2013, Innsbruck-Igls, Austria 164758, International European Forum on System Dynamics and Innovation in Food Networks.
    9. Dumitrescu, Carmen Simona & Pet, Elena & Salasan, Cosmin & Stanciu, Sorin, 2022. "Direct Sale Of Products From The Farm," MPRA Paper 116154, University Library of Munich, Germany.

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