Use and benefits associated with state marketing programs

Abstract

Many states devote to state-based marketing programs with goals of increasing demand for local products. Utilizing data from a survey of northeastern U.S. producers, we evaluate producer and farm characteristics that affect awareness and participation in state-based marketing programs. Increased sales were the main reason for program participation by producers. Main nonuser barriers to Buy Local participation is small production and believing there is no benefit in the program for both Buy Local and Farmers’ Market participation. Furthermore, agricultural activities as well as farm characteristics are significant determinants of marketing program participation. Notably, business type and type of operation were consistently significant indicators of awareness and participation across marketing program. States that are wanting to increase local food consumption need to increase awareness of these programs, clarify the benefit to the farmers, and be more targeted to the farmers that the program may benefit.