Sales performance of direct food marketers: African American‐led operations

Abstract

This paper examines the impact of participation in direct marketing on the entire distribution of farm sales for African American (AA) operations using the unconditional quantile regression (UQR) estimator. Our analysis yields unbiased estimates of the unconditional impact of direct marketing on farm sales and reveals the heterogeneous effects that occur across the distribution of farm sales. The sales gap for AA‐led operations is about 11% across all quantiles when we control for farming and marketing experience along with key features of the farm operation such as crop choice and geographic location. The relative sales gap for AA operations declines across the distribution of farm sales and actually disappears for the largest operations. The network effect that we identify is associated with a sales premium for AA‐led operations relative to other operations engaged in direct marketing. Marketing experts and extension professionals can use this information to guide farmers who are considering initiating or expanding direct marketing activities.