Exploring barriers and facilitators to direct-to-retail sales channels: Farmers’ perspectives on wholesaling produce to small food retailers in Charles County, Maryland

Audrey Thomas, Emma Lewis, Lisa Poirier, Stacey Williamson, Yutong Xie, Alexis Lightner and Joel Gittelsohn

Journal of Agriculture, Food Systems, and Community Development, 2024, vol. 14, issue 1

Abstract: In 2020, a mobile application (app) was developed to connect small food retailers with local pro­ducers, recognizing the underutilization of direct-to-retail sales channels. Before piloting the app, formative research was conducted in Charles County, Maryland, to gain an understanding of existing direct-to-retail sales channels for locally grown produce. Seven stores were surveyed to explore current local produce stocking, and four farmers participated in in-depth interviews to pro­vide insights into their experiences with direct-to-retail marketing channels. The results indicate a limited stocking of local produce in the small food stores, some of which was self-procured to obtain adequate quantities. Farmers expressed a passion for contributing to food security in their commu­nity and a willingness to collaborate with store owners to strengthen their direct sales; however, they cited barriers such as the impact of the COVID-19 pandemic, competition with large distributors, and logistical challenges. Considering these existing barriers and facilitators, small food stores may still possess a unique potential to establish direct sale relationships with local farms. Such relationships could be effectively facilitated through the implementation of a digital strategy.

Keywords: Marketing (search for similar items in EconPapers)
Date: 2024
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