Gaining and maintaining a competitive edge: Evidence from CSA members and farmers on local food marketing strategies

Urban Farm DB summary

Semi-structured interviews with 20 CSA (community-supported agriculture) members and 24 CSA farmers across four US states, plus a modified choice experiment completed by members, examined the product, place, price and promotion (4P) factors behind member satisfaction and farm competitiveness in 2022. Both members and farmers were driven by personal, social, environmental and economic motivations. Members favored high-quality staple vegetables such as lettuce and green beans, ideally organically grown, and valued trust and personal connection with the farmer as an added benefit of CSA participation. Pick-up time and location mattered greatly, prompting farmers to offer convenient sites or enriched pick-up experiences. Small price changes appeared unlikely to affect participation among current members. Social networks and word-of-mouth were effective for marketing but may limit farms' ability to reach more diverse populations.