Direct and Intermediated Marketing of Local Foods in the United States

38 Pages Posted: 21 Jul 2012

See all articles by Sarah A. Low

Sarah A. Low

U.S. Department of Agriculture (USDA) - Economic Research Service (ERS)

Stephen J. Vogel

U.S. Department of Agriculture, Economic Research Service

Date Written: November 1, 2011

Abstract

This study uses nationally representative data on the marketing of local foods to assess the relative scale of local food marketing channels. This research documents that sales through intermediated marketing channels, such as farmers’ sales to local grocers and restaurants, account for a large portion of all local food sales. Small and medium-sized farms dominate local foods sales marketed exclusively through direct-to-consumer channels (foods sold at roadside stands or farmers’ markets, for example) while large farms dominate local food sales marketed exclusively through intermediated channels. Farmers marketing food locally are most prominent in the Northeast and the West Coast regions and areas close to densely populated urban markets. Climate and topography favoring the production of fruits and vegetables, proximity to and neighboring farm participation in farmers’ markets, and good transportation and information access are found to be associated with higher levels of direct-to-consumer sales.

Keywords: Local foods, direct marketing channels, direct sales, intermediated sales

Suggested Citation

Low, Sarah A. and Vogel, Stephen J., Direct and Intermediated Marketing of Local Foods in the United States (November 1, 2011). USDA-ERS Economic Research Report No. 128. Available at SSRN: https://ssrn.com/abstract=2114361 or http://dx.doi.org/10.2139/ssrn.2114361

Sarah A. Low (Contact Author)

U.S. Department of Agriculture (USDA) - Economic Research Service (ERS) ( email )

355 E Street, SW
Washington, DC 20024-3221
United States
(202) 694-5603 (Phone)

Stephen J. Vogel

U.S. Department of Agriculture, Economic Research Service ( email )

1400 Independence Ave., SW
Mail Stop 1800
Washington, DC 20250-1800
United States
202-694-5368 (Phone)

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