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Home » Marketing » Direct Marketing

Role of Direct Marketing in California

Source: www.agecon.ucdavis.edu
Topic: Direct Marketing

Sort Desciption: marketing revenues in 2002. Californias. prominence in direct marketing is not ... California Farms Engaged in Direct Marketing by Acreage Class 00 ...

Content Inside: 5 Giannini Foundation of Agricultural Economics University of California Table 1. Direct-Marketing Revenues of Agricultural Producers by Year (in $1000) Source: USDA/NASS 2002 Census of Agriculture Rank 2002 State 2002 1997 1992 % Change 1992-2002 1 California 114356 73179 35967 217.9% 2 New York 59724 40088 32321 84.8% 3 Pennsylvania 53760 48745 35806 50.1% 4 Michigan 37269 28720 21093 76.7% 5 Washington 34753 13700 10863 219.9% 6 Massachusetts 31315 19825 14982 109.0% 7 Wisconsin 29072 21866 13889 109.3% 8 Texas 25639 17379 12188 110.4% 9 Minnesota 22763 14198 9434 141.3% 10 Oregon 21411 14287 10323 107.4% Role of Direct Marketing in California Shermain D. Hardesty F armers markets have become a common sight in many commu- nities throughout California and the nation. However the marketing of produce by farmers directly to consu- mers is not a recent innovation; it was the norm during the nineteenth century but waned in popularity when improved refrigeration and transportation made it possible to ship produce longer distan- ces. Nationally the resurgence of direct marketing is linked to the passage of the Farmer-to-Consumer Direct Marketing Act of 1976. In California the Depart- ment of Food and Agriculture enacted regulations in 1977 that exempted far- mers from packing sizing and labeling requirements for their fresh fruits nuts and vegetables and enabled them to sell only those products which they grow themselves at Certified Farmers Mar- kets if they are certified by their county agricultural commissioner. Thirty years later there are more than 4385 farmers markets in operation across the nation. The number of farm- ers markets increased by 150 percent between 1994 and 2006. There are ap- proximately 500 farmers markets in California with half of them operating year-round. Community Supported Agriculture programs (CSAs) have become another popular form of direct marketing; usu- ally these programs involve prepaid subscriptions to purchase ...

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