Table Of ContentHistoric, Archive Document
Do not assume content reflects current
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USDA
United States Farmer Direct
Department of
Agriculture
Marketing and Marketing Bibliography
Regulatory
Programs
Agricultural
Marketing
Service
Wholesale and
Alternative Markets
Bibliographies
and Literature of
Agriculture 132
November 1998
United States Farmer
Department of Direct
Agriculture
Marketing and
Marketing Bibliography
Regulatory
Programs
Agricultural
Marketing
Service
Transportation
and Marketing
Jennifer-Claire V. Klotz, Economist
Wholesale and
Alternative Markets
BLA-132
Acknowledgments
Special thanks to the many persons who submitted their references. This
bibliography will be maintained through regular updates on the USDA Farmer
Direct Marketing web page (http://www.ams.usda.gov/directmarketing). The
author requests that interested persons and organizations will continue to send
their publications or references to:
Jennifer-Claire V. Klotz
Economist
USDA/AMS/T&M/W&AM
Room 2642 - S
1400 Independence Ave., SW.
Washington, DC 20250-0269
The United States Department of Agriculture (USDA) prohibits discrimination in all
its programs and activities on the basis of race, color, national origin, gender,
religion, age, disability, political beliefs, sexual orientation, and marital or family
status. (Not all prohibited bases apply to all programs.) Persons with disabilities
who require alternative means for communication of program information
(braille, large print, audiotape, etc.) should contact USDA's TARGET Center at
202/720-2600 (voice and TDD).
To file a complaint of discrimination, write USDA, Director, Office of Civil Rights,
Room 326-W, Whitten Building, 14th and Independence Avenue, SW,
Washington, DC 20250-9410 or call (202) 720-5964 (voice or TDD). USDA is an
equal opportunity provider and employer.
Contents
Executive Summary
1
Introductory Notes 3
Publications on Direct Marketing by Wholesale and Alternative Markets
1 .
(USDA) 5
2. Reports/Guides for Establishment and Operation of a Farmers Market .... 7
3. Reports/Guides on Direct Marketing 11
4. Producer/Vendor Surveys and Analyses 15
5. Consumer Surveys and Analyses 21
Roadside Farm Stands 25
6.
7. Pick-Your-Own Operations 29
8. Community Supported Agriculture (CSA) 31
9. Public Markets 35
10. Individual Market Studies 37
How to Get From the Farm and Kitchen to a Direct Market 41
1 1 .
12. Hints for Improved Direct Marketing 43
13. Quality and Food Safety for Direct Marketers 47
14. Marketing Plans and Research Guides 49
15. Small Farm Issues Relating to Direct Marketing 51
16. Production Issues 53
17. Small Business Planning and Manuals 55
18. USDA Programs: Farmers Market Nutrition Coupons; The Special
Supplemental Nutrition Program for Women, Infants, and Children (WIC);
and Food Stamps 57
19. Lower Income and Inner-City Direct Market Customers 59
20. Legal Issues 61
21 Of Interest to Consumers 63
.
22. Information Resources 65
23. Periodicals 67
24. Miscellaneous 69
.
Executive Summary
Direct marketing continues to grow in the United States as a method for small
and medium-sized producers to increase their profits. Early results from the U.S.
Department of Agriculture's (USDA) National Farmers Market Directory show an
approximate 10-percent increase in the number of farmers markets since 1996.
All forms of direct marketing, farmers markets, public markets, roadside stands,
community supported agriculture (CSA), and pick-your-own operations, are
becoming increasingly popular with consumers who seek fresh and healthful
agricultural products.
One way the Agricultural Marketing Service (AMS) can support farmer direct
marketing is to facilitate access to resources for all participants: producers,
vendors, market managers, consumers, academics, extension educators, as well
as Federal and State employees. This bibliography is an example of that
support.
A large body of information exists concerning farmer direct marketing. This
bibliography represents the work that has been done since approximately 1980.
While some pre-1980 publications have been included, the cut-off date of 1980
was selected based on resource constraints. Twenty-four functional categories
are used to divide the references from various resources including private
industry, academia, and State and Federal Governments. References were
compiled primarily from bibliographies of individual publications as well as
inquiries distributed on various Internet list servers. The bibliography will be
maintained through regular updates on the USDA Farmer Direct Marketing web
page (http://www.ams.usda.gov/directmarketing)
1
