Abstract
This reflective essay discusses the development, structure, operation, and transitioning of an online virtual farmers market in rural Ohio. In this model, customers order online and then pick up their fresh, local produce at a specified time and location. Through a combination of practitioner experience in the market’s development and informal discussions with people associated with the market’s development and management, the authors analyze the positive and negative aspects of the online market structure and implementation, as well as suggest critical steps that may be necessary to export this model to other communities. They also consider potential structural and process improvements that could increase viability and success. A last-minute addendum briefly discusses the potential for this model to become a meaningful response to the COVID-19 issue as well.
Highlights
Though U.S farmers markets have long held the aesthetic of an in-person, communal, and even friendship opportunity among growers and consumers, there has been a considerable decline in the number of farms that sell directly to consumers and wholesalers in recent years (O’Hara & Benson, 2019)
Market Transition Away from Food Council Control At the conclusion of the Local Food Promotion Program (LFPP) grant, we investigated ways to restructure the financials so that market fees could fully cover the manager’s parttime salary
Recommendations and Conclusions In summary, developing an order and delivery system by way of an online farmers market may increase the number of customers and expand the volume of sales for local foods by offering an alternate mechanism for purchase and pick-up
Summary
Though U.S farmers markets have long held the aesthetic of an in-person, communal, and even friendship opportunity among growers and consumers, there has been a considerable decline in the number of farms that sell directly to consumers and wholesalers in recent years (O’Hara & Benson, 2019). This article reflects on the development and the initial management of the Miami County Virtual Farmers Market, a digital interface through which several dozen local food growers and producers market their goods, harvest only what has been purchased, and deliver it to a central location for weekly pick-up by the online customers.
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