Journal of Agriculture, Food Systems, and Community Development (Nov 2024)

Exploring barriers and facilitators to direct-to-retail sales channels

  • Audrey Thomas,
  • Emma Lewis,
  • Lisa Poirier,
  • Stacey Williamson,
  • Yutong Xie,
  • Alexis Lightner,
  • Joel Gittelsohn

DOI
https://doi.org/10.5304/jafscd.2024.141.003
Journal volume & issue
Vol. 14, no. 1

Abstract

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In 2020, a mobile application (app) was developed to connect small food retailers with local pro­ducers, recognizing the underutilization of direct-to-retail sales channels. Before piloting the app, formative research was conducted in Charles County, Maryland, to gain an understanding of existing direct-to-retail sales channels for locally grown produce. Seven stores were surveyed to explore current local produce stocking, and four farmers participated in in-depth interviews to pro­vide insights into their experiences with direct-to-retail marketing channels. The results indicate a limited stocking of local produce in the small food stores, some of which was self-procured to obtain adequate quantities. Farmers expressed a passion for contributing to food security in their commu­nity and a willingness to collaborate with store owners to strengthen their direct sales; however, they cited barriers such as the impact of the COVID-19 pandemic, competition with large distributors, and logistical challenges. Considering these existing barriers and facilitators, small food stores may still possess a unique potential to establish direct sale relationships with local farms. Such relationships could be effectively facilitated through the implementation of a digital strategy.

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