Economic Challenges for Atlanta's Small Farmers: Creating a Financially Sustainable Local Food Supply

Abstract

Recent decades have led to increased interest in geographically localized food production and consumption systems as a means of supplying healthy food and strengthening local economies. A major pillar of this economic-strengthening is the idea that more direct markets support the development of viable, small-scale farm businesses. However, literature has increasingly shown that even direct sales may prove challenging as an avenue to economic viability for small-scale farmers. This paper contributes to this literature through an examination of market perceptions and pricing strategies used by small-scale farmers engaged in direct sales opportunities. Interviews with nine farm owners and managers, as well as three leaders of local food initiatives, revealed the creative strategies that small-scale food producers use to mitigate costs, set prices and convey the value of their products. Though farmers employ these creative strategies to make ends meet, their ability to become viable businesses is limited by the scope of current opportunities available within Atlanta's local food system, primarily farmers’ markets and Community-Supported Agriculture. In order for local food production to provide viable livelihoods for small-scale farmers, Atlanta's local food infrastructure may need to support small-scale farmers’ access to more diverse direct-market opportunities.