An examination of adaptations of direct marketing channels and practices by Maryland fruit and vegetable farmers during the COVID-19 pandemic

Urban Farm DB summary

This study investigated the impacts of the COVID-19 pandemic on Maryland fruit and vegetable farmers and their adaptations of direct-to-consumer marketing channels. Interviews with 20 farm owners/managers revealed that Community Supported Agriculture (CSA), farmers' markets, and pick-your-own channels provided high stability and financial security. Distribution channels incorporating online marketplaces with prepacked pre-orders were a notable strength for highly adaptive farmers. Common challenges included increased administrative workload, concerns about raising food prices during a crisis, and environmental concerns regarding additional packaging.