The importance of farmers' markets for West Virginia direct marketers

Abstract

AbstractIn the winter of 2004–2005, over 300 of West Virginia's farmers' market vendors were surveyed with regard to sales levels, promotional techniques and operational characteristics such as hours worked, types of products produced and length of season. Vendors were categorized based on part-time, full-time or retired status, and full-time farmers, both with and without off-farm jobs, were found to be distinct from part-time and retired vendors with respect to 2004 total farmers' market sales and the percentage of household income from farmers' markets. Econometric analysis [ordinary least squares (OLS)] was performed to identify the impact of explanatory variables on total farmers' market sales, percentage of household income from farmers' market sales and amount of household income from farmers' market sales. Independent variables such as bargaining, cost-plus pricing, selling at markets outside West Virginia and providing print materials were found to have a positive impact on annual sales. The number of products produced, distance traveled to market and number of weeks at market were also positively related to the percentage of income obtained from farmers' market sales. Both part-time and retired producers received a lower percentage of household income from farmers' markets relative to full-time producers. Retired and part-time, along with limited-resource vendors (with annual household income less than $20,000) were also found to have lower total sales in the 2004 season. Identifying the characteristics associated with greater farmers' market sales and a higher reliance on such sales for household income will help in the sustained success of markets as engines of economic development and small farm viability.