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The purpose of this study was to provide an overview of the attributes of producers whoparticipate in farmers’ markets and to examine different aspects of their operations. Inaddition to demographics, the characteristics explored in this report include farm size,acreage grown, wholesale and retail activities, location, and personnel employed. Datarelated to business development, ownership status, days of operation, products sold,marketing and organic production was also collected.The results show that the majority of New Jersey growers who retail through farmers’markets began this type of activity since 1990 and while their businesses were still in astate of growth. However, the average number of acres planted and workers employedcharacterized farmers’ markets as small scale operations. The income from thesefacilities represented, in general, less than 40 percent of the total retail gross sales.Most producers indicated that they were satisfied with the profit margin obtained.Farmers usually attended 1 market per day and traveled an average of 54 miles daily.In particular, farmers chose farmers’ markets as a retail channel because they couldobtain higher prices, target a greater volume of people, interact with customers andlower overhead costs. Tomatoes, corn, herbs, peaches, flowers, apples and greenswere the most important farm products sold based on dollar value. Although themajority of the farmers sold value-added products, only 23 percent of those surveyedoffered organic produce. Prices were usually determined by comparison with chainstores or based on cost accounting, market reports or experience. In general,participants believed that their farmers’ market operations would continue to expandover the next five years.The descriptive results presented in this report help identify the characteristics thatcontribute towards growers’ participation in the farmers’ markets and the factors thatmake these operations a viable marketing alternative. These findings may beespecially useful for those in charge of the planning and coordination of farmers’markets.

Subject(s): Agribusiness


Issue Date: 1998

Publication Type: Report

PURL Identifier:

Total Pages: 40

Series Statement: P


Record appears in: Rutgers University > Department of Agricultural, Food and Resource Economics > P Series

Autor: Govindasamy, Ramu ; Zurbriggen, Marta ; Italia, John ; Adelaja, Adesoji O. ; Nitzsche, Peter ; VanVranken, Richard


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