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Consumer supply-chain demands and challenges at farmers’ markets

Consumer supply-chain demands and challenges at farmers’ markets The purpose of this paper is to examine consumer demands for local foods at a farmers’ market. This includes examining both what products consumers want more of at the market and also what factors influence consumers’ attendance for a weekday farmers’ market.Design/methodology/approachThis study was based on open-ended comments from a market survey of 270 participants in a farmers’ market in the USA.FindingsThis study revealed that consumers want more products at the farmers’ market that require significant resources and time to grow, such as meat and fruit. Consumers reported that they would be more likely to attend a weekday market if it had better hours of operation and better selection. Consumer comments also revealed that consumers often perceive the market to run out of products and not have the full supply that they want to purchase.Research limitations/implicationsThis research represents qualitative insights at one farmers’ market in the USA. While there are observations that may transfer to other markets, caution should be used when generalizing these findings.Practical implicationsThis research is informative for farmers in providing them a list of consumer demands and also highlights the ways farmers need to make their market convenient to consumer work and life patterns.Originality/valueThis work adds value to the literature by expanding our understanding of specific foods customers see as limited in the farmers’ market, and it also provides much needed information regarding consumer behavior and weekday market attendance, which is not discussed as often in the literature. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

Consumer supply-chain demands and challenges at farmers’ markets

Garner, Benjamin; Ayala, Cesar
British Food Journal , Volume 120 (12): 14 – Oct 19, 2018
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References (67)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0007-070X
DOI
10.1108/bfj-03-2018-0154
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to examine consumer demands for local foods at a farmers’ market. This includes examining both what products consumers want more of at the market and also what factors influence consumers’ attendance for a weekday farmers’ market.Design/methodology/approachThis study was based on open-ended comments from a market survey of 270 participants in a farmers’ market in the USA.FindingsThis study revealed that consumers want more products at the farmers’ market that require significant resources and time to grow, such as meat and fruit. Consumers reported that they would be more likely to attend a weekday market if it had better hours of operation and better selection. Consumer comments also revealed that consumers often perceive the market to run out of products and not have the full supply that they want to purchase.Research limitations/implicationsThis research represents qualitative insights at one farmers’ market in the USA. While there are observations that may transfer to other markets, caution should be used when generalizing these findings.Practical implicationsThis research is informative for farmers in providing them a list of consumer demands and also highlights the ways farmers need to make their market convenient to consumer work and life patterns.Originality/valueThis work adds value to the literature by expanding our understanding of specific foods customers see as limited in the farmers’ market, and it also provides much needed information regarding consumer behavior and weekday market attendance, which is not discussed as often in the literature.

Journal

British Food Journal – Emerald Publishing

Published: Oct 19, 2018

Keywords: Consumer behaviour; Supply chain; Market research; Qualitative methods; Farmers market

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