Internet Adoption by Farmers' Markets and Small Farming Enterprises in South-East Wales

Abstract

This paper considers Internet adoption by farmers' markets and small farming enterprises in south-east Wales. In particular, the South East Wales Association of Farmers' Markets (SEWAFM) and the Welsh Enterprise Institute's involvement in the construction of the SEWAFM Website is considered. The role of a variety of actors involved is reported, including the National Assembly for Wales, the Food Directorate of the Welsh Development Agency and one of its developments – the Agri-Food Partnership for Wales. The study draws on a number of research methods, including secondary sources (relevant literature), identification of factors regarding the adoption of the Internet and a case study of the Association. It is argued that there is a need for appropriate support for Internet adoption by farmers' markets and small farming enterprises in south-east Wales to make them aware of the importance of the adoption of the Internet and Websites as a critical success factor for their survival. Conclusions indicate that a response to the Internet challenge enables small farming enterprises to gain Internet access, develop ‘user-friendly’ Websites and link to farmers' markets.