Evaluation of Farm Fresh Food Boxes: A Hybrid Alternative Food Network Market Innovation

Urban Farm DB summary

A mixed-methods evaluation examined Farm Fresh Food Box (F3B), a market innovation in which pre-ordered CSA-style produce boxes are sold through rural retail outlets, implemented from 2016 to 2018 in Vermont, Washington and California as part of a USDA-funded multi-state extension and research project. A national market survey found consumers likely to purchase F3B if it offered good value on fresh local produce without requiring a subscription. The model placed additional labor burdens on farmers and retailers and required extra time for relationship-building and record-keeping. Purchasers were generally satisfied with quality, quantity and variety, and a high proportion considered F3B good value for money. As a business innovation it showed only modest profit, though retailers and farmers considered it worthwhile for expanding their customer base, promoting their brand and developing partnerships.