Managing farmer and consumer expectations: A study of a North Carolina farmers market

Human Organization, Summer 2002 by Andreatta, Susan, Wickliffe, William II

Results of Interviews and Focus Groups

with Farmers

All the farmers interviewed for this study earned more than $10,000 but less than $100,000 and self-identify as small farmers. The small farmers grow and sell fresh vegetables, fruit, herbs, and flowers from March though December. The diversity of crops they grow allows them to plant and harvest continuously through three growing periods (spring-summer, summer, and fall-winter). Those cultivating earlier and longer rely on greenhouses to extend their productivity and marketing seasons. Most produce 20-40 different items in relatively small quantities, an effective pattern of production for bringing a diversity of products directly to customers through direct marketing.

From the interviews we learned not only about the diversity in farming, but also about the creative marketing approaches farmers used and about the differences in marketing conditions between county- and state-operated farmers markets. Additional information on these topics was gained from the focus group discussions. All the farmers interviewed on-farm sold weekly at farmers markets from March through the end of November or mid-December. All enjoyed working with the public at farmers markets, and many of the farmers generated a large percentage of their farm income in this way.

Both younger and older farmers described farming as a way of life as well as a business. In North Carolina the average age of a farmer is 55.2 years (USDA 1999); in this study the average age was 49 years and ranged from 27 to 80. Farmers view working for themselves as important to their quality of life. In fact, during the focus groups 32 comments made reference to "independence," "being one's own boss," "not doing the same thing everyday is a blessing," and "freedom." As one farmer put it, "It's a wonderful way to pass through life." Nevertheless, farmers did not romanticize farming. They frequently mentioned that "Farming is a lot of hard work," and "You've really got to love it to do it." Another farmer said "The real boss is the consumer, the ones we are selling to." They all agreed that it was important to earn an income to stay in farming and to provide for their families.

Farming was associated not only with a way of life or earning an income, but also with stewardship of the earth. While walking through fields or sitting around a table, farmers commented that they "enjoyed working outdoors in fresh air" and "feeling connected with nature," "taking care of and improving the land, especially in areas that are prone to erosion." In both the on-farm interviews and the focus group discussions, it was clear that farmers like to make some of their own farming decisions by responding to market demands, creating marketing niches, adjusting farming practices to the weather, soil quality, and water availability.

Small farmers must market at numerous locations during the week to make a living. For example, some farmers with perishable products, such as berries or flowers, make weekly deliveries to eight or more locations. One farmer, who sold the majority of his harvest to restaurants, made over 25 deliveries and drove over 400 miles a week during his growing season. Another farmer has a CSA for her flowers, and she delivers flower arrangements weekly to restaurants and homeowners who prepay in January for the season's deliveries. She has two subscription arrangements-a 13-week summer subscription and an 11-week summer-fall subscription-- that require her to drive more than 150 miles a week. Others who produce unique craft products such as goat cheese or ostrich meat sell to more than a dozen restaurants and specialty food stores to supplement their sales at farmers markets. On average, the farmers we interviewed traveled approximately 200 miles a week to market their products. In aggregate, they use eight different venues to sell their products on a weekly basis, and 63 percent sell at two or more places weekly. Farmers benefit from these mid-week outlets, for it helps to constantly harvest and move produce or products before they perish. As one farmer reminded us, "You can't tell a tomato to wait until Saturday before it is ready for market."