Direct to Consumer | University of Maryland Extension

Updated: June 4, 2021

Farm to Door─Should You Offer a Product Delivery Service?

Meal kits and delivery services seem to be the current “hot button” trends in direct farm marketing. Food tech is big these days. Blue Apron and the Amazon’s purchase of Whole Foods are just two examples of current of companies with pretty web design and polished communication strategies. But there are still questions about profit margins with the current delivery systems due to the perishability of fresh foods. Also, imagine possible food safety concerns over meal kits sitting on a hot front porch.

Updated: June 4, 2021

Finding Customers-Changing Demographics and Market Research Skills

Everyone likes to point to “Millennials” as the customer base we must now tailor our products, services, and delivery logistics to satisfy. No doubt, their purchasing preferences have heralded in a demand for more convenience in their shopping options (online versus brick-and-mortar stores), more diversity in their menu selections (nose-to-tail meat options or only plant-based “meat” imitators), and to-their door, in a box, or ready-made meals and kits.

Updated: June 4, 2021

Farm to Hospital-Selling Farm-Raised Meats and Poultry in Maryland

Selling locally grown farm meats and poultry to hospitals can be both challenging and rewarding. The hospital food service industry reached $34 billion in 2010, according to Market Research.com Trends in U.S. Hospital, Nursing Home and Residential Facility Foodservice. In May 2011, Michigan launched a ground‐breaking statewide healthy food initiative which requires hospitals to commit to purchasing at least 20 percent Michigan‐ grown, produced and processed foods.

Graphic of farm, hospital, and food plate

Updated: June 4, 2021

Emerging Models for Direct-to-Consumer Marketing

“You never change things by fighting an existing reality. To change something, build a new model that makes the old model obsolete.” – Buckminster Fuller I ran across this quote in my morning reading just before going into a meeting with some of the University of Maryland’s Extension Faculty, UME Ag Program Leader, Dr. Darren Jarboe, and representatives from USDA. The purpose of the meeting was to examine declining sales and attendance at farmers markets and to determine what joint projects and resources could be developed to support stronger markets and attract more customers.

Updated: June 4, 2021

Direct Marketing Strategies for Shrinking Middle-Income and Increasing Low-Income Shoppers

Profitability through direct marketing has, in large part, been derived by targeting a customer segment that has a higher level of disposable income. This segment often lists freshness, supporting local farmers, and product quality ahead of prices when deciding to purchase local food products. While the U.S. economy appears to be strong, the Hartman Group in their recent report “The Business of Thrift 2018: Understanding Low-Income and Value-Oriented Consumers” finds that over half of American households (56%) qualify as low-income today (based on federal poverty guidelines and size of household).

Updated: June 4, 2021

Direct Marketing Feeds "Buy Local"

Grocery stores and brokers have been purchasing “in-season” produce for years. As the season progresses, a glut of product drives down prices, allowing stores to capitalize on lower inventory costs. One solution to these falling prices was for farmers to try to get local produce into more stores. But, the problem with local into retail is mainly about distribution. Distributors usually work with brokers, not directly with producers.

Updated: June 4, 2021

COVID-19 and Agritourism in Maryland

By its very nature, agritourism activities bring groups of people together. Since Covid-19 protocols call for social distancing and avoidance of “crowd” situations, how are farms that feature agritourism as their core business model fairing? This is the start of the pick or cut-your-own season and on-farm markets premiering early season produce. What strategies, adjustments, and even innovative ways are these farms keeping their doors open to the public?

Updated: June 4, 2021

Convenient Payment Options─ It’s What Customers Want

Quality products and top-notch customer service are the cornerstones of a profitable marketing plan. A wider array of point-of-sales payment options is now becoming an important component of good customer service with many customers. These options include credit cards, debit cards, and NFC (near field communication: ApplePay, Google Wallet, etc.). Near field communication is the technology that allows smart phones and devises to establish communications with each other when they’re close together.

Updated: June 4, 2021

2018 Consumer Survey - Your help is Needed!

Across much of the United States, farmers markets have reported a decrease in consumer participation over the last couple of years, resulting in a decrease in farm sales and income. In an attempt to understand and reverse this slump, a multi-state study is being undertaken by Farmers Market Federation of NY and Cornell Cooperative Extension of Broome County, in partnership with Community Involved in Agriculture (CISA), NOFA-VT, University of Maryland Extension, and the Farmers Market Association of Maryland.

Updated: February 7, 2021

Will They Buy It? Consumer Willingness to Pay for Agricultural Products Irrigated with Recycled Water

Due to increasing stress on existing water resources, many farmers are considering alternative water sources to maintain the long-term sustainability of production. One option is recycled water, highly treated municipal wastewater that is then used for agricultural and other beneficial purposes. Farmers have expressed interest in recycled water but want to know if consumers would buy products made with it. This document is a summary of results from economics experiments on consumer willingness to pay for agricultural products made with recycled water, including how different types of information affect consumer willingness to pay for these products.