Small-scale produce growers’ barriers and motivators to value-added business: Food safety and beyond

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Small-scale produce growers are increasingly interested in making value-added products because it enables them to expand profits while reducing food waste. However, small-scale growers also face challenges in establishing value-added businesses, such as a lack of understanding about food safety regulations and limited resources. This study identifies produce growers' barriers and motivators to starting and expanding value-added businesses from the perspective of growers and farmers market managers in Indiana. A combination of quantitative (web-based survey) and qualitative (focus group and semi-structured interview) methods were used in this study. A total of 136 produce growers participated through focus groups (n = 38) and a web-based survey (n = 98); 14 farmers market managers participated in semi-structured interviews. Four major motivators for starting and expanding a value-added business included increasing profits, reducing food waste, meeting customers’ demands for food products, and personal preferences. Barriers to establishing a value-added business were classified into three major categories: regulations, resources, and marketing. Growers perceived the regulations for selling value-added products as complicated, ambiguous, and restrictive. Additionally, a lack of resources, including time, labor, cost, infrastructure, the amount of available produce, and outside support, were reported to hamper the establishment of a value-added business. Some growers also reported difficulties with marketing their products to increase their sales. The findings of this study provide evidence for policymakers to use in their decision-making processes. It also serves as a guide for researchers and educators in the development of appropriate business development strategies and research and education programs for small-scale growers. • Small-scale growers' motivators to establish a value-added business were identified. • Regulations for selling value-added products were perceived to be one major barrier. • A lack of resources limited growers' ability to establishing a value-added business. • Growers had challenges to market their value-added products.