Breaking Down Market Barriers for Small and Mid-Sized Organic Growers

摘要

With growing consumer demand for organic food in the U.S., the organic sector has enjoyed robust rates of growth in recent years. Nonetheless, growth in organic production and farmland is not keeping pace with demand. Organic farming was initially considered a promising marketing niche for small and medium growers. While that has been true for some growers, many have also experienced considerable challenges with respect to marketing. While competition from larger growers is clearly an important factor, previous research conducted by the California Institute for Rural Studies has identified a range of additional marketing challenges facing small and midsized organic growers. This research sought to obtain in-depth information about these challenges through interviews and surveys with growers, buyers and experts familiar with the organic sector in general and organic marketing in particular. The research findings identify a broad range of challenges and - more importantly - a range of recommendations for addressing these challenges. The research focused on small and mid-sized organic farmers in California, primarily those producing fruits and vegetables. Areas of focus include most prevalent marketing barriers, how these barriers vary based on different farm and farmer characteristics, barriers associated with specific marketing channels, and recommendations for addressing these challenges. Methods included a review of the literature on organic marketing; an online survey of 103 farmers; three group interviews with farmers; and in-depth semi-structured interviews with 35 farmers, 22 buyers and 21 key informants.