Chair: Gary Anderson, University of Maine, Orono, Maine
Moderator: Monika Roth, Cornell University, Ithaca, New York
A Role for the Land-Grant System in Strengthening the Marketing Skills, Practices and
Opportunities of Small Farmers
Monika Roth
Cornell University
Ithaca, New York
Small farmers are unable to compete in a homogenous, concentrated national and international marketplace. In order to succeed, they must access local and regional markets to satisfy niches which are unmet by the large scale food and feed supply networks. As the gap between large and small continues to widen, more opportunities are being created for small farms who can satisfy buyers who are unable to justify large volume requirements. One role for the land-grant system is to create awareness of growing market opportunities and to enhance the abilities of producers to access these.
The significance and scope of the contributions of small farmers is poorly documented, hence the resources of the land-grant system and other institutions have not been directly targeted at small farm audiences.
Data, if available, is incomplete and inadequately represents the economic contributions of small farms.
Universities and other institutions vary widely in their commitment to small farm programs. Examples of successful state and local efforts to strengthen small scale farming exist and need to be farming and marketing, resulting in an inconsistent response to emerging issues, needs and opportunities.
The National Consortium to facilitate Direct and Diversified Marketing (1994-5) identified many needs to be addressed which fall into the following broad categories:
new enterprise opportunities
strengthening existing businesses
community impact assessment
institutional supports, especially in farm finance
government agency support
national priorities for small farm programs
enhanced information outreach
grant funds to initiate programs
data collection
regulatory review to identify barriers
At the 1996 North American Farmers' Direct Marketing Conference, Extension and the Department of Agriculture staff participating in a one day inservice program identified the following needs:
greater collaboration and exchange of information
feasibility analysis of farming alternatives, costs and returns
strategies for increasing farmer to consumer direct marketing
agri-tourism development marketing associations, collaboration among marketers
business planning and marketing for beginning marketers
decision making tools for existing businesses
market research, trends information, better data
economic impact information or studies
At the present, many programs address these issues under a variety of titles including sustainability, small farms, farming alternatives, and direct marketing. To join the production, marketing and community issues that affect small farmers would create an opportunity for a more comprehensive response to the issues, needs and opportunities; utilize existing resources more effectively; and would realize a greater impact on the promotion of agricultural diversity and security for producers, consumers and communities.
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