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Farmers Markets Marketing Strategies in the Digital Era in the USA

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  • Jean Dominique Gumirakiza
  • Clarissa Mackey

Abstract

The COVID-19 pandemic significantly disrupted agribusiness operations nationwide. This study analyzed text data from the websites of 200 farmers markets across the United States using a “Text Mining Analytics” approach. We created word clouds to examine three key aspects of farmers markets- (i) digital marketing strategies adopted in response to the pandemic, (ii) popular products sold, and (iii) market operating days and times. Our findings revealed a notable increase in online presence and identify effective digital promotional strategies, such as the use of Facebook, websites, Instagram, Twitter (now X), and blogs. Additionally, we highlighted the most popular products available at farmers markets, including tomatoes, baked goods, peppers, apples, plants, and lettuce. Furthermore, we found that Wednesdays, Thursdays, Saturdays, and Sundays are favored operating days. This research offers valuable insights for policymakers, market managers, and vendors, aiding them in making informed decisions.

Suggested Citation

  • Jean Dominique Gumirakiza & Clarissa Mackey, 2024. "Farmers Markets Marketing Strategies in the Digital Era in the USA," Journal of Agricultural Science, Canadian Center of Science and Education, vol. 17(1), pages 1-27, December.
    • Handle: RePEc:ibn:jasjnl:v:17:y:2024:i:1:p:27
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    References listed on IDEAS

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    2. Steenkamp, Jan-Benedict E M & Baumgartner, Hans, 1998. "Assessing Measurement Invariance in Cross-National Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(1), pages 78-90, June.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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