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Major Direct Marketing Channels for U.S. Agricultural Products
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Major Direct Marketing Channels for U.S. Agricultural Products
Annotation
PII
S268667300016031-4-
DOI
10.31857/S268667300016031-4
Publication type
Article
Status
Published
Authors
Alla Korotkikh 
ORCID: 0000-0002-8049-3065
Affiliation: Institute for the U.S. and Canadian Studies, RAS
Address: Russian Federation, Moscow
Edition
Issue 8
Pages
108-126
Abstract

Direct marketing of agricultural food products is a method for small and medium-size producers to increase their profits. Farmers who use direct marketing channels represent a small proportion of agricultural producers in the United States, only 7.5% of the total, the value of direct sales slightly exceeds 2% of the value of agricultural products sold. But this market segment and its importance are growing rapidly under the pressure of demand for locally produced fresh and healthful agricultural products, primarily organic.

Direct marketing channels such as farmers markets, roadside stalls, community-supported farms, restaurants using locally grown produce are increasingly popular with the community. For the period from 2007 to 2015 the number of farms involved in direct sales increased by 22%, to 167 thousand, while the value of direct marketing sales increased more than 7 times, to 8.7 billion dollars. Most of the products sold directly to consumers are fruits and vegetables.

The government provides comprehensive assistance to farmers, improving conditions and marketing channels, creating new markets in the country and abroad, and promoting the export of agricultural products and food from the United States. The main instrument of government support is the numerous programs implemented by the US Department of Agriculture, within which grants are provided to farmers to solve the problems of marketing, finance training, research, technical assistance in the construction and repair of infrastructure facilities. Information support of the USDA plays an equally important role in improving the efficiency of marketing.

Keywords
direct marketing channels, farmers market, roadside stands, agritourism, agricultural sector, government support
Received
02.06.2021
Date of publication
02.08.2021
Number of purchasers
16
Views
4004
Readers community rating
0.0 (0 votes)
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S268667300016031-4-1 Дата внесения правок в статью - 30.07.2021
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References

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5. Garry Stephenson. Direct Marketing Channels and Strategy for Organic Products. eOrganic. Oregon State University. Available at: https://eorganic.org/node/1493 (accessed 17.03.2021)

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9. Low, Sarah A., Aaron Adalja, a.o. Trends in U.S. Local and Regional Food Systems, AP-068, USDA. ERS. January 2015. Available at: https://www.ers.usda.gov/webdocs/publications/42805/51173_ap068.pdf?v=8403.3 (accessed 19.03.2021)

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