Social and Behavioral Sciences Commons^™

Gaining And Maintaining A Competitive Edge: Evidence From Csa Members And Farmers On Local Food Marketing Strategies, Emily H. Morgan, Michelle M. Severs, Karla L. Hanson, Jared Mcguirt, Florence Becot, Weiwei Wang, Jane Kolodinsky, Marilyn Sitaker, Stephanie B.Jilcott Pitts, Alice Ammerman, Rebecca A. Seguin

College of Agriculture and Life Sciences Faculty Publications

Community-supported agriculture (CSA) is a widely-used approach for farmers to sell directly to consumers. We used the product, place, price, and promotion (4P) marketing mix framework to examine characteristics that help farms offering CSA maintain member satisfaction and thus competitiveness. We conducted semi-structured interviews with 20 CSA members and 24 CSA farmers in four states. CSA members additionally completed a modified choice experiment. Qualitative data were coded iteratively, and choice experiment data were summarized and compared across scenarios. CSA members and farmers were motivated by a range of personal, social, environmental, and economic objectives. Members favored high-quality staple vegetables (e.g., …