Evaluation of Farm Fresh Food Boxes: A Hybrid Alternative Food Network Market Innovation

Marilyn Sitaker, Jane Kolodinsky, Weiwei Wang, Lisa C. Chase, Julia Van Soelen Kim, Diane Smith, Hans Estrin, Zoe Van Vlaanderen and Lauren Greco
Additional contact information
Marilyn Sitaker: Ecological Agriculture and Food Systems, The Evergreen State College, Olympia, WA 98505, USA
Weiwei Wang: Center for Rural Studies, University of Vermont, Burlington, VT 05405, USA
Lisa C. Chase: Extension, University of Vermont, Brattleboro, VT 05301, USA
Julia Van Soelen Kim: Cooperative Extension, University of California, Novato, CA 94947, USA
Hans Estrin: Extension, University of Vermont, Brattleboro, VT 05301, USA
Zoe Van Vlaanderen: Center for Rural Studies, University of Vermont, Burlington, VT 05405, USA
Lauren Greco: Extension, University of Vermont, Brattleboro, VT 05301, USA

Sustainability, 2020, vol. 12, issue 24, 1-25

Abstract: Using a mixed-methods design, we evaluated Farm Fresh Food Box (F3B) a market innovation designed to expand producer markets, stabilize rural retail businesses, and improve rural food access. In the F3B model, pre-ordered Community Supported Agriculture (CSA)-style produce boxes are sold through rural retail outlets. F3B was implemented from 2016 to 2018 as part of a United States Department of Agriculture (USDA)-funded multi-state extension and research collaboration project in 3 geographically diverse and rural areas: Vermont, Washington, and California. The F3B evaluation aimed to (1) assess market potential; (2) determine logistics for successful implementation; (3) describe the benefits and drawbacks for farmers and retailers; and (4) measure consumers’ attitudes and purchase behavior. A national market survey indicated consumers would be likely to purchase F3B if it was perceived to offer good value on fresh local produce, without need for a subscription. The model put a few additional labor burdens on farmers and retailers, but required time for relationship-building and more record-keeping time for farmers. Those who purchased a F3B were generally satisfied with the quality, quantity and variety of produce each week and a high proportion considered F3B to be a good value for the money. As a new business innovation, F3B showed only modest profit, but retailers and farmers felt it was worthwhile to expand their customer base, promote their brand and develop their partnership. F3B began a means to address flattened growth in direct to consumer produce sales, food deserts and dwindling retail options for fresh foods in rural areas. We discuss F3B as a potential solution to food system weaknesses exposed by the COIVD-19 pandemic because it offers touch-free, high-quality local produce ready for curbside pickup at a convenient location.

Keywords: sustainability; agribusiness; local foods; hybrid values-based supply chain; rural development; COVID-19 (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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