Are All Direct Market Consumers Created Equal?
Journal of Food Distribution Research
Extension programming focused on assisting farmers in moving to or expanding their direct marketing efforts often considers all direct marketing outlets and associated consumers as one general marketing channel or group. However, the benefits and costs to agricultural producers vary across direct marketing outlets, and it is likely that the customers they serve and appropriate marketing strategies vary as well. Common direct market outlets include farmers markets, community supported agriculture programs (CSAs), roadside stands, and restaurants, Success at each direct outlet entails a different set of skills, risks, and impacts on farm profitability. Producers may benefit from primarily focusing on the direct marketing outlet which more closely aligns with their skills, risk tolerance, and other preferences.
Curtis, K.R., (2011). “Are All Direct Market Consumers Created Equal?” Journal of Food Distribution Research, 42(1), 26-33.