Abstract

The goal of this project is to enhance the marketing skills and results of New York State farmers who wish to engage in the direct sales of their products to individuals, institutions, and businesses.

Issue

Farmers excel at producing food products for consumption. They have difficulty obtaining maximum return on their products because of limited knowledge and time to seek out alternative markets. The purpose of this project is put at their disposal some web-based tools for identifying alternative markets.

Response

Based on issues presented at several producer focus groups, we have developed a geo-referenced database and mapping display system which producers and extension educators can use to help the producers investigate alternative markets to which they can sell their wares directly rather than through middle men.

Impact

We have presented an evolving prototype to various direct marketing workshops and extension personnel. One result is not only wide spread support for the project but an expressed desire by other states to join in future cooperative ventures.

Funding Sources

• Federal Formula Funds - Research (e.g., Hatch, McIntire-Stennis, Animal Health)

Collaborators

• Duncan Hilchey, Community Food and Agriculture Program, Cornell
• Wei-Fay, Applied Economics and Management, Cornell
• Jennifer Wilkins, Nutritional Sciences, Cornell

Key Personnel

• Joe Francis, Cornell University