Why fresh fruit and vegetable producers use direct marketing in northern France

F. Dupont; P. J. Batt

doi:10.17660/ACTAHORTIC.2023.1380.9

Why fresh fruit and vegetable producers use direct marketing in northern France

F. Dupont, P. J. Batt

Institute of Agriculture

Research output: Chapter in Book/Conference paper › Conference paper › peer-review

Abstract

Consumers today are paying much more attention to where their food comes from and the means by which it has been produced. To satisfy this demand, increasing numbers of food producers are distributing their products direct to consumers through on-farm stores, farmers markets, community-supported agriculture schemes, the internet and directly to institutional users. Theoretically, this mode of selling has several advantages for producers, enabling them to build closer relationships with their customers and to secure a greater proportion of the retail margin. Through face-to-face semi-structured interviews with fresh fruit and vegetable producers in Northern France, this study sought to examine the drivers for, and the benefits derived from direct marketing. The results highlight five motivations for producers to use direct marketing: economic advantage, consumer contact, attention to production, convenience and the producers desire to sustainably develop their farm.

Original language	English
Title of host publication	Proceedings of the International Symposium on Conservation and Sustainable Use of Horticultural Genetic Resources
Editors	Tiziana Ulian, Arshiya Noorani, Raphael Morillon
Place of Publication	Belgium
Publisher	International Society for Horticultural Science (ISHS).
Pages	75-81
Number of pages	7
Volume	1
ISBN (Print)	9789462613836
DOIs	https://doi.org/10.17660/ACTAHORTIC.2023.1380.9
Publication status	Published - 2023
Event	XXXI International Horticultural Congress - Angers, France Duration: 14 Aug 2022 → 20 Aug 2022 Conference number: 31 https://www.ishs.org/symposium/640

Publication series

Name	Acta Horticulturae
Publisher	International Society for Horticultural Science
ISSN (Print)	0567-7572
ISSN (Electronic)	2406-6168

Conference

Conference	XXXI International Horticultural Congress
Abbreviated title	IHC2022
Country/Territory	France
City	Angers
Period	14/08/22 → 20/08/22
Internet address	https://www.ishs.org/symposium/640

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Access to Document

10.17660/ACTAHORTIC.2023.1380.9

Cite this

Dupont, F., & Batt, P. J. (2023). Why fresh fruit and vegetable producers use direct marketing in northern France. In T. Ulian, A. Noorani, & R. Morillon (Eds.), Proceedings of the International Symposium on Conservation and Sustainable Use of Horticultural Genetic Resources (Vol. 1, pp. 75-81). (Acta Horticulturae). International Society for Horticultural Science (ISHS).. https://doi.org/10.17660/ACTAHORTIC.2023.1380.9

Dupont, F. ; Batt, P. J. / Why fresh fruit and vegetable producers use direct marketing in northern France. Proceedings of the International Symposium on Conservation and Sustainable Use of Horticultural Genetic Resources . editor / Tiziana Ulian ; Arshiya Noorani ; Raphael Morillon. Vol. 1 Belgium : International Society for Horticultural Science (ISHS)., 2023. pp. 75-81 (Acta Horticulturae).

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abstract = "Consumers today are paying much more attention to where their food comes from and the means by which it has been produced. To satisfy this demand, increasing numbers of food producers are distributing their products direct to consumers through on-farm stores, farmers markets, community-supported agriculture schemes, the internet and directly to institutional users. Theoretically, this mode of selling has several advantages for producers, enabling them to build closer relationships with their customers and to secure a greater proportion of the retail margin. Through face-to-face semi-structured interviews with fresh fruit and vegetable producers in Northern France, this study sought to examine the drivers for, and the benefits derived from direct marketing. The results highlight five motivations for producers to use direct marketing: economic advantage, consumer contact, attention to production, convenience and the producers desire to sustainably develop their farm.",

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Dupont, F & Batt, PJ 2023, Why fresh fruit and vegetable producers use direct marketing in northern France. in T Ulian, A Noorani & R Morillon (eds), Proceedings of the International Symposium on Conservation and Sustainable Use of Horticultural Genetic Resources . vol. 1, Acta Horticulturae, International Society for Horticultural Science (ISHS)., Belgium, pp. 75-81, XXXI International Horticultural Congress
, Angers, France, 14/08/22. https://doi.org/10.17660/ACTAHORTIC.2023.1380.9

Why fresh fruit and vegetable producers use direct marketing in northern France. / Dupont, F.; Batt, P. J.
Proceedings of the International Symposium on Conservation and Sustainable Use of Horticultural Genetic Resources . ed. / Tiziana Ulian; Arshiya Noorani; Raphael Morillon. Vol. 1 Belgium: International Society for Horticultural Science (ISHS)., 2023. p. 75-81 (Acta Horticulturae).

Research output: Chapter in Book/Conference paper › Conference paper › peer-review

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AB - Consumers today are paying much more attention to where their food comes from and the means by which it has been produced. To satisfy this demand, increasing numbers of food producers are distributing their products direct to consumers through on-farm stores, farmers markets, community-supported agriculture schemes, the internet and directly to institutional users. Theoretically, this mode of selling has several advantages for producers, enabling them to build closer relationships with their customers and to secure a greater proportion of the retail margin. Through face-to-face semi-structured interviews with fresh fruit and vegetable producers in Northern France, this study sought to examine the drivers for, and the benefits derived from direct marketing. The results highlight five motivations for producers to use direct marketing: economic advantage, consumer contact, attention to production, convenience and the producers desire to sustainably develop their farm.

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Dupont F, Batt PJ. Why fresh fruit and vegetable producers use direct marketing in northern France. In Ulian T, Noorani A, Morillon R, editors, Proceedings of the International Symposium on Conservation and Sustainable Use of Horticultural Genetic Resources . Vol. 1. Belgium: International Society for Horticultural Science (ISHS). 2023. p. 75-81. (Acta Horticulturae). doi: 10.17660/ACTAHORTIC.2023.1380.9

Why fresh fruit and vegetable producers use direct marketing in northern France

Abstract

Publication series

Conference

UN SDGs

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