Karen Ullmann B.A. Environmental Studies Public Health Concentration Bates College
Feasibility of Direct Producer to Consumer Marketing in an Urban, Low-Income Community Yearlong Community-Based Thesis
August 2011 Âł May 2012
Objectives:
Abstract
i Understand
Direct producer-to-consumer marketing in a local food system transfers produce straight from farmers to consumers. This research examines the feasibility of a variety of direct-to-consumer strategies in the urban twin cities ² Lewiston-Auburn, Maine ² a community that is working to marry food systems, public health and HQYLURQPHQWDO HIIRUWV 2IILFLDOO\ ODEHOHG D ´)RRG 'HVHUW ¾ WKH FKDOOHQJH IDFHG E\ WKLV community is to address issues of access, availability and affordability. This study assesses the feasibility of four direct producer-to-consumer strategies ² IDUPHUV¡ markets, community supported agriculture (CSA), food buying clubs and mobile food trucks ² as a means to cultivate community, support local agriculture, improve health and address access to food. Based on the premise that solutions begin and end with the community, qualitative and quantitative data were triangulated to capture community feedback on these strategies: 98 consumer surveys, 24 producer surveys, 12 key informant interviews and 1 low-income community focus group. Barriers to greater adoption of local foods include the perceptions that local foods are too expensive and the observation that fewer people cook, buy seasonally and shop at local markets due to inconvenience. Limited income community members are particularly challenged, because they may not have the time, energy and resources to access healthier foods. Informants suggest incentive programs, policy changes and increased fiscal support from private and federal investors to increase access to healthy food. From a business perspective, market feasibility depends largely on strong management, organized operations, strategic use of technology, and welldefined consumer and producer targets. Interest from various actors ² farmers, businesses, nonprofits, community partners, and investors ² evidence growing momentum and support for local foods across Maine. The success of direct producer-to-consumer marketing in limited income, urban communities, however, is D ´ZLFNHG SUREOHP¾ RQH WKDW ZLOO GHSHQG RQ ODUJHU VRFLDO HFRQRPLF DQG SROLWLFDO value shifts.5
resources and infrastructure available to increase direct marketing in Maine; i Learn what gaps
need to be addressed; i Assess community
understanding and interest in buying local foods;
i Assess farmer
willingness to enter new markets and resources need to meet demand. Contents: Direct Marketing
2
Interview Findings
3
Consumer Findings
4²5
Producer Findings
5²6
Resources
7
Empirical Context Lewiston-Auburn (L-A) ² 2nd largest metropolitan area in Maine Population1
59,647 people over 101 miles2
Demographic2
4,000+ Somali immigration in past 10 years
Poverty3
42% childhood poverty rate; 94% of students qualify for free/reduced-price meals
Food Desert3
High prevalence of fast-food in low-income areas; Supermarkets 40% less expensive, but less accessible