An analytical framework and ranking system is developed to summarize the primary factors affecting marketing channel performance and to prioritize those channels with the greatest opportunity for success. An application of the model is conducted using case-study evidence from four small-scale diversified vegetable crop producers in Central New York. The relative costs and benefits of alternative wholesale and direct marketing channels are investigated, including how the factors of risk, owner and paid labor, profits, lifestyle preferences and sales volume interact to impact optimal market channel selection. Given the highly perishable nature of the crops grown, along with the risks and potential sales volume of particular channels, a combination of different marketing channels is needed to maximize overall firm performance.
Agricultural producers and food marketers are increasingly responding to environmentally friendly cues from consumers, even though privately appropriated values associated with a range of food products commonly rank above their public‐good counterparts. Wine can be considered an ideal product to examine these issues given consumers’ highly subjective sensory preferences towards wine, and a winegrape production process that is relatively intensive in the use of chemical inputs for the control of disease and infection. Semi‐dry Riesling wines made from field research trials following environmentally friendly canopy management practices were utilised in a lab experiment to better understand preferences for environmental attributes in wine. A combined sensory and monetary evaluation framework explicitly considered asymmetric order effects. Empirical results revealed that sensory effects dominate extrinsic environmental attributes. Once consumer willingness to pay (WTP) was conditioned on a wine’s sensory attributes, the addition of environmentally friendly information did not affect their WTP; however, adding sensory information significantly influenced WTP initially based only on environmental attributes. The results confirm the idea that promoting environmentally friendly winegrape production practices would increase demand and lead to higher premiums for the products, but are only sustainable if consumers’ sensory expectations are met on quality.
a b s t r a c tFarmers markets are drawing increasing attention by consumers as a local source of fresh foods; by producers as an alternative marketing opportunity to improve farm sales; and by policy makers concerned about the limited availability of affordable, nutritious foods in low-income, sparsely-populated rural areas. Using unique data collected from customers, vendors, and markets in a rural region of New York State, we develop an empirical model of subjective and objective measures of vendor performance to identify important factors for improved market sustainability. The empirical results suggest four interrelated planning recommendations when considering market and public policy interventions: (1) establishing larger, centrally located markets with public sector contributions, (2) targeting variety in products and vendors, (3) prioritizing attention to marketing and promotion, and (4) reducing cost burdens to underserved, low-income residents. As rural areas are spatially unique, future research across a variety of rural communities and regions will be important to the further development of sound initiatives aimed at improving market performance and access to healthy foods.
The number of food hubs-businesses that aggregate and distribute local food-in the United States is growing, fueled in part by increasing public support. However, there have been few data-driven assessments of the economic impacts of these ventures. Using an input-output-based methodology and a unique data set from a successful food hub, we measure net and gross impacts of a policy supporting their development. We estimate a gross output multiplier of 1.75 and an employment multiplier of 2.14. Using customer surveys, we estimate that every $1 increase in final demand for food hub products generates a $0.11 reduction in purchases in other sectors.
Policy makers and economic developers are increasingly interested in the impacts of local food systems, yet attempts to obtain accurate estimates are often complicated by a lack of available data. Utilizing a unique data set from producers in New York, the authors examine the extent of differential purchasing and sales patterns for small-scale direct agriculture (SDA) producers. The supplemental data are integrated into a regional input–output model to assess the total effects and distributional implications of equivalent policies targeted to agriculture sectors. The authors demonstrate that SDA producers have different expenditure patterns than other agricultural producers and, for equivalent policy shocks targeted toward agriculture industry expansion, have lower total employment and output impacts but higher effects on labor income and total value added than non-SDA producers. The results underscore the importance of collecting appropriate data for analysis and outline the local economic benefits of small-scale local food system participants.
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