IDEAS home Printed from https://ideas.repec.org/a/oup/revage/v30y2008i1p176-189..html
   My bibliography  Save this article

Factors Affecting Sales at Farmers' Markets: An Iowa Study

Author

Listed:
  • Theresa Varner
  • Daniel Otto

Abstract

The 180 farmers' markets operating in a range of urban to rural communities in Iowa provide a useful setting to evaluate factors affecting sales at these markets. Higher average sales at markets tended to be associated with urban and higher income areas. Only 30% of vendors reported sales greater than $5,000, mostly in the produce category.

Suggested Citation

  • Theresa Varner & Daniel Otto, 2008. "Factors Affecting Sales at Farmers' Markets: An Iowa Study," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 30(1), pages 176-189.
    • Handle: RePEc:oup:revage:v:30:y:2008:i:1:p:176-189.
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1111/j.1467-9353.2007.00398.x
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Govindasamy, Ramu & Nayga, Rodolfo M., Jr., 1997. "Determinants Of Farmer-To-Consumer Direct Market Visits By Type Of Facility: A Logit Analysis," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 26(1), pages 1-8, April.
    2. Gallons, James & Toensmeyer, Ulrich C. & Bacon, J. Richard & German, Carl L., 1997. "An Analysis Of Consumer Characteristics Concerning Direct Marketing Of Fresh Produce In Delaware: A Case Study," Journal of Food Distribution Research, Food Distribution Research Society, vol. 28(1), pages 1-9, February.
    3. Gandee, Jesse E. & Brown, Cheryl & D'Souza, Gerard E., 2003. "The Role Of Spatial And Demographic Characteristics In Direct Farm Marketing: An Econometric Approach," 2003 Annual meeting, July 27-30, Montreal, Canada 21912, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    4. Connell, Cathleen M. & Beierlein, James G. & Vroomen, Harry L., 1986. "Consumer Preferences and Attitudes Regarding Fruit and Vegetable Purchases from Direct Market Outlets," AE & RS Research Reports 257695, Pennsylvania State University, Department of Agricultural Economics and Rural Sociology.
    5. Morgan, Tamekia K. & Alipoe, Dovi, 2001. "Factors Affecting The Number And Type Of Small-Farm Direct Marketing Outlets In Mississippi," Journal of Food Distribution Research, Food Distribution Research Society, vol. 32(1), pages 1-8, March.
    6. Payne, Tim, 2002. "U.S. Farmers' Markets 2000: A Study Of Emerging Trends," Journal of Food Distribution Research, Food Distribution Research Society, vol. 33(1), pages 1-3, March.
    7. Kezis, Alan S. & Gwebu, Thula & Peavey, Stephanie R. & Cheng, Hsiang-Tai, 1998. "A Study Of Consumers At A Small Farmers' Market In Maine: Results From A 1995 Survey," Journal of Food Distribution Research, Food Distribution Research Society, vol. 29(1), pages 1-9, February.
    8. Wolf, Marianne McGarry, 1997. "A Target Consumer Profile And Positioning For Promotion Of The Direct Marketing Of Fresh Produce: A Case Study," Journal of Food Distribution Research, Food Distribution Research Society, vol. 28(3), pages 1-7, October.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Hughes, David W. & Isengildina-Massa, Olga, 2015. "The economic impact of farmers’ markets and a state level locally grown campaign," Food Policy, Elsevier, vol. 54(C), pages 78-84.
    2. Murakami, Tomoaki & Nakajima, Shinsaku & Takahashi, Taro & Nishihara, Yukinaga & Imai, Asako & Kikushima, Ryousuke & Sato, Takeshi, 2014. "Spatially Varying Impacts of Farmers Markets on Agricultural Land Use," 2014 Annual Meeting, July 27-29, 2014, Minneapolis, Minnesota 170668, Agricultural and Applied Economics Association.
    3. Schmit, T.M. & Gómez, M.I., 2011. "Developing viable farmers markets in rural communities: An investigation of vendor performance using objective and subjective valuations," Food Policy, Elsevier, vol. 36(2), pages 119-127, April.
    4. Chiara Mazzocchi & Stefano Corsi & Giordano Ruggeri, 2020. "The Coexistence of Local and Global Food Supply Chains: The Lombardy Region Case Study," Agriculture, MDPI, vol. 10(11), pages 1-11, November.
    5. repec:zbw:iamodp:327297 is not listed on IDEAS
    6. Yeong Sheng Tey & Poppy Arsil & Mark Brindal & Chi Teen Teoh & Han Wei Lim, 2017. "Motivations Underlying Consumers’ Preference for Farmers’ Markets in Klang Valley: A Means-End Chain Approach," Sustainability, MDPI, vol. 9(11), pages 1-13, October.
    7. Gréta Maró & Péter Czine & Zalán Márk Maró & Áron Török, 2022. "Eliciting University Students’ Attitudes towards Farmers’ Markets: The Hungarian Case," Sustainability, MDPI, vol. 14(24), pages 1-16, December.
    8. Eduardo Malagon-Zaldua & Mirene Begiristain-Zubillaga & Aintzira Onederra-Aramendi, 2018. "Measuring the Economic Impact of Farmers’ Markets on Local Economies in the Basque Country," Agriculture, MDPI, vol. 8(1), pages 1-14, January.
    9. repec:ags:aaea22:336002 is not listed on IDEAS
    10. Szabó, Dorottya & Juhász, Anikó, 2015. "Consumers’ and producers’ perceptions of markets: service levels of the most important short food supply chains in Hungary," Studies in Agricultural Economics, Research Institute for Agricultural Economics, vol. 117(2), pages 1-8, August.
    11. Clara Cicatiello, 2020. "Alternative food shoppers and the “quantity dilemma”: a study on the determinants of their purchases at alternative markets," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 8(1), pages 1-13, December.
    12. Jeffrey K. O'Hara & Nony Dutton & Nick Stavely, 2022. "The influence of farmers markets' characteristics on vendor sales," Agribusiness, John Wiley & Sons, Ltd., vol. 38(2), pages 295-311, April.
    13. Chao-Jung R. Chen & Tun-Hsiang Edward Yu & Rachel J. C. Fu, 2021. "Strategic Management for Community-Based Markets: From Consumers’ Perspectives and Experiences," Sustainability, MDPI, vol. 13(10), pages 1-18, May.
    14. Horst, Megan & Gwin, Lauren, 2018. "Land access for direct market food farmers in Oregon, USA," Land Use Policy, Elsevier, vol. 75(C), pages 594-611.
    15. Schmit, Todd M. & Jablonski, Becca B.R. & Bonanno, Alessandro & Johnson, Thomas G., 2021. "Measuring stocks of community wealth and their association with food systems efforts in rural and urban places," Food Policy, Elsevier, vol. 102(C).
    16. Pascucci, Stefano & Cicatiello, Clara & Franco, Silvio & Pancino, Barbara & Davide, Marino, 2011. "Back to the Future? Understanding Change in Food Habits of Farmers' Market Customers," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 14(4), pages 1-22, November.
    17. Phillip Warsaw & Steven Archambault & Arden He & Stacy Miller, 2021. "The Economic, Social, and Environmental Impacts of Farmers Markets: Recent Evidence from the US," Sustainability, MDPI, vol. 13(6), pages 1-18, March.
    18. Chen, Lijun & Parcell, Joe & Moreland, Jill, 2016. "Consumer Preference for Sampling at Farmers Markets," 2016 Annual Meeting, February 6-9, 2016, San Antonio, Texas 230054, Southern Agricultural Economics Association.
    19. Möllers, Judith & Herzfeld, Thomas & Batereanu, Lucia & Arapi-Gjini, Arjola, 2022. "An analysis of farm support measures in the Republic of Moldova," IAMO Discussion Papers 327297, Institute of Agricultural Development in Transition Economies (IAMO).
    20. Pauline Rebouillat & Sarah Bonin & Yan Kestens & Sarah Chaput & Louis Drouin & Geneviève Mercille, 2019. "Fruit and Vegetable Purchases in Farmer’s Market Stands: Analysing Survey and Sales Data," IJERPH, MDPI, vol. 17(1), pages 1-22, December.
    21. Marilyn Sitaker & Jane Kolodinsky & Weiwei Wang & Lisa C. Chase & Julia Van Soelen Kim & Diane Smith & Hans Estrin & Zoe Van Vlaanderen & Lauren Greco, 2020. "Evaluation of Farm Fresh Food Boxes: A Hybrid Alternative Food Network Market Innovation," Sustainability, MDPI, vol. 12(24), pages 1-25, December.
    22. Enthoven, Laura & Van den Broeck, Goedele, 2021. "Local food systems: Reviewing two decades of research," Agricultural Systems, Elsevier, vol. 193(C).
    23. Bi-Kun Tsai, 2019. "Determinants of Consumers’ Retention and Subjective Well-Being: A Sustainable Farmers’ Market Perspective," Sustainability, MDPI, vol. 11(22), pages 1-14, November.
    24. Rawaa Laajimi & Laurence Delattre & Hubert Jayet, 2024. "What demand and supply forces determine the location of off-farm points of sale in short food supply chains: Evidence from Nord and Pas-de-Calais, France," French Stata Users' Group Meetings 2024 25, Stata Users Group.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kyung-Hee Kim & Duk-Byeong Park, 2014. "Factors Influencing Rural Tourists' Purchasing Behaviour: Four Types of Direct Farm Markets in South Korea," Tourism Economics, , vol. 20(3), pages 629-645, June.
    2. Uematsu, Hiroki & Mishra, Ashok K., 2011. "Use of Direct Marketing Strategies by Farmers and Their Impact on Farm Business Income," Agricultural and Resource Economics Review, Cambridge University Press, vol. 40(1), pages 1-19, April.
    3. Detre, Joshua D. & Mark, Tyler B. & Clark, Benjamin M., 2010. "Understanding Why College-Educated Millennials Shop at Farmers Markets: An Analysis of Students at Louisiana State University," Journal of Food Distribution Research, Food Distribution Research Society, vol. 41(3), pages 1-11, November.
    4. Schmit, T.M. & Gómez, M.I., 2011. "Developing viable farmers markets in rural communities: An investigation of vendor performance using objective and subjective valuations," Food Policy, Elsevier, vol. 36(2), pages 119-127, April.
    5. Onianwa, Okwudili O. & Wheelock, Gerald & Mojica, Maribel N., 2005. "An Analysis of the Determinants of Farmer-to-Consumer Direct-Market Shoppers," Journal of Food Distribution Research, Food Distribution Research Society, vol. 36(1), pages 1-5, March.
    6. Anderson, Langston & Hargrove, Tasha M. & Zabawa, Robert & Zekeri, Andrew A., 2017. "Assessing Marketing Alternatives for Small Farmers in Selected Alabama Black Belt Counties," Professional Agricultural Workers Journal (PAWJ), Professional Agricultural Workers Conference, vol. 4(2), June.
    7. Brown, Cheryl & Gandee, Jesse E. & D'Souza, Gerard E., 2006. "West Virginia Farm Direct Marketing: A County Level Analysis," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 38(3), pages 1-10, December.
    8. Gandee, Jesse E. & Brown, Cheryl & D'Souza, Gerard E., 2003. "The Role Of Spatial And Demographic Characteristics In Direct Farm Marketing: An Econometric Approach," 2003 Annual meeting, July 27-30, Montreal, Canada 21912, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    9. Kezis, Alan S. & Gwebu, Thula & Peavey, Stephanie R. & Cheng, Hsiang-Tai, 1998. "A Study Of Consumers At A Small Farmers' Market In Maine: Results From A 1995 Survey," Journal of Food Distribution Research, Food Distribution Research Society, vol. 29(1), pages 1-9, February.
    10. Mukiibi, Michael L. & Bukenya, James O. & Molnar, Joseph J. & Siaway, Arthur T. & Rigdon, L., 2007. "Consumer Purchasing Behaviors And Attitudes Toward Shopping At Public Markets In Birmingham, Alabama," 2007 Annual Meeting, February 4-7, 2007, Mobile, Alabama 34865, Southern Agricultural Economics Association.
    11. Spiller, Achim & Zuhlsdorf, Anke & Mellin, Matthias, 2007. "Farmer-to-Consumer Direct Marketing: The Role of Customer Satisfaction Measurement for Service Innovations," 2007 1st Forum, February 15-17, 2007, Innsbruck, Austria 6607, International European Forum on System Dynamics and Innovation in Food Networks.
    12. Painter, Kathleen, 2008. "An Analysis of Food-Chain Demand for Differentiated Farm Commodities: Implications for the Farm Sector," Research Reports 280103, United States Department of Agriculture, Rural Development.
    13. Bukenya, James O. & Mukiibi, Michael L. & Molnar, Joseph J. & Siaway, Arthur T., 2007. "Consumer Purchasing Behaviors and Attitudes toward Shopping at Public Markets," Journal of Food Distribution Research, Food Distribution Research Society, vol. 38(2), pages 1-10, July.
    14. Martinez, Stephen W. & Hand, Michael S. & Da Pra, Michelle & Pollack, Susan L. & Ralston, Katherine L. & Smith, Travis A. & Vogel, Stephen J. & Clark, Shellye & Lohr, Luanne & Low, Sarah A. & Newman, , 2010. "Local Food Systems: Concepts, Impacts, and Issues," Economic Research Report 96635, United States Department of Agriculture, Economic Research Service.
      • Martinez, Steve & Hand, Michael & Da Pra, Michelle & Pollack, Susan & Ralston, Katherine & Smith, Travis & Vogel, Stephen & Clarke, Shellye & Lohr, Luanne & Low, Sarah & Newman, Constance, 2010. "Local food systems: concepts, impacts, and issues," MPRA Paper 24313, University Library of Munich, Germany.
    15. Eastwood, David B. & Brooker, John R., 2000. "Small Fresh Fruit And Vegetable Growers In Tennessee: Factors Associated With Their Use Of Commercial Outlets," Journal of Food Distribution Research, Food Distribution Research Society, vol. 31(2), pages 1-10, July.
    16. Park, Timothy A. & Mishra, Ashok K. & Wozniak, Shawn J., 2011. "Farm Operator Benefits from Direct Marketing Strategies: How Does Local Food Impact Farm Financial Performance?," 2011 Annual Meeting, July 24-26, 2011, Pittsburgh, Pennsylvania 103756, Agricultural and Applied Economics Association.
    17. Demko, Iryna & Plakias, Zoe & Katchova, Ani, "undated". "How do farmers compose their portfolio of local food marketing channels?," 2017 Annual Meeting, July 30-August 1, Chicago, Illinois 259931, Agricultural and Applied Economics Association.
    18. Paudel, Krishna P. & Park, Timothy A. & Pandit, Mahesh, 2017. "U.S. Farmers' Decision to Choose Direct Sales Channel: A Fractional Seemingly Unrelated Semiparametric Model," 2017 Annual Meeting, July 30-August 1, Chicago, Illinois 258370, Agricultural and Applied Economics Association.
    19. Henneberry, Shida Rastegari & Taylor, Merritt J. & Whitacre, Brian E. & Agustini, Haerani N. & Mutondo, Joao E. & Roberts, Warren, 2008. "The Economic Impacts of Direct Produce Marketing: A Case Study of Oklahoma's Famers' Markets," 2008 Annual Meeting, February 2-6, 2008, Dallas, Texas 6785, Southern Agricultural Economics Association.
    20. Pei-An LIAO & Hung-Hao CHANG & Junlin HE & Kannika SAELIW, 2017. "Diversification of marketing strategies among small farms: empirical evidence from family farms in Taiwan," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 63(11), pages 493-501.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:oup:revage:v:30:y:2008:i:1:p:176-189.. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Oxford University Press or Christopher F. Baum (email available below). General contact details of provider: https://edirc.repec.org/data/aaeaaea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.