Farm Fresh Food Boxes
The Farm Fresh Food Box (F3B) project is a market innovation that aims to capitalize on successful characteristics of direct-to-consumer (DTC), values-based supply chains (VBSCs), and traditional supply chains with the goals of expanding producer sales and improving rural food access. In the F3B...
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Thomas A. Lyson Center for Civic Agriculture and Food Systems
2020-09-01
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doaj-fafa06bf5e5948b6a592915682a506902020-11-25T03:34:25ZengThomas A. Lyson Center for Civic Agriculture and Food SystemsJournal of Agriculture, Food Systems, and Community Development2152-08012020-09-019410.5304/jafscd.2020.094.012Farm Fresh Food BoxesLauren Greco0Jane Kolodinsky1Marilyn Sitaker2Lisa Chase3David Conner4Hans Estrin5Diane Smith6Julia Van Soelen Kim7University of VermontUniversity of VermontThe Evergreen State CollegeUniversity of Vermont ExtensionUniversity of VermontUniversity of Vermont ExtensionWashington State University Skagit County ExtensionUniversity of California, Cooperative Extension Marin County The Farm Fresh Food Box (F3B) project is a market innovation that aims to capitalize on successful characteristics of direct-to-consumer (DTC), values-based supply chains (VBSCs), and traditional supply chains with the goals of expanding producer sales and improving rural food access. In the F3B model, farmers sell boxes of fresh produce in rural retail outlets to bring food to customers with limited access to locally grown foods. We present pilot findings on indicators of relationship quality, communication of embedded value, and food environment, and compare these with extant research to assess whether F3B behaves like a DTC, VBSC, a traditional supply chain, or something else entirely. Unlike much of the previous value-chain research, this work places a unique emphasis on the importance of the farmer-retailer relationship. We merge existing knowledge of DTC strategies and barriers with those of VBSCs and traditional supply chains to understand better the process of expanding into new outlets and consumer populations. We find that while the F3B model reduces some resource constraints, it adds a layer of complexity that requires time and expertise to develop a quality relationship between producers and retailers. Additionally, it is apparent that the F3B model must be tailored to fit local contexts of farmers and retailers participating in F3B market innovations. https://foodsystemsjournal.org/index.php/fsj/article/view/865Direct to ConsumerAlternative Food SystemsFarmingFood RetailValues-Based Food ChainsFood Access |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Lauren Greco Jane Kolodinsky Marilyn Sitaker Lisa Chase David Conner Hans Estrin Diane Smith Julia Van Soelen Kim |
spellingShingle |
Lauren Greco Jane Kolodinsky Marilyn Sitaker Lisa Chase David Conner Hans Estrin Diane Smith Julia Van Soelen Kim Farm Fresh Food Boxes Journal of Agriculture, Food Systems, and Community Development Direct to Consumer Alternative Food Systems Farming Food Retail Values-Based Food Chains Food Access |
author_facet |
Lauren Greco Jane Kolodinsky Marilyn Sitaker Lisa Chase David Conner Hans Estrin Diane Smith Julia Van Soelen Kim |
author_sort |
Lauren Greco |
title |
Farm Fresh Food Boxes |
title_short |
Farm Fresh Food Boxes |
title_full |
Farm Fresh Food Boxes |
title_fullStr |
Farm Fresh Food Boxes |
title_full_unstemmed |
Farm Fresh Food Boxes |
title_sort |
farm fresh food boxes |
publisher |
Thomas A. Lyson Center for Civic Agriculture and Food Systems |
series |
Journal of Agriculture, Food Systems, and Community Development |
issn |
2152-0801 |
publishDate |
2020-09-01 |
description |
The Farm Fresh Food Box (F3B) project is a market innovation that aims to capitalize on successful characteristics of direct-to-consumer (DTC), values-based supply chains (VBSCs), and traditional supply chains with the goals of expanding producer sales and improving rural food access. In the F3B model, farmers sell boxes of fresh produce in rural retail outlets to bring food to customers with limited access to locally grown foods. We present pilot findings on indicators of relationship quality, communication of embedded value, and food environment, and compare these with extant research to assess whether F3B behaves like a DTC, VBSC, a traditional supply chain, or something else entirely. Unlike much of the previous value-chain research, this work places a unique emphasis on the importance of the farmer-retailer relationship. We merge existing knowledge of DTC strategies and barriers with those of VBSCs and traditional supply chains to understand better the process of expanding into new outlets and consumer populations. We find that while the F3B model reduces some resource constraints, it adds a layer of complexity that requires time and expertise to develop a quality relationship between producers and retailers. Additionally, it is apparent that the F3B model must be tailored to fit local contexts of farmers and retailers participating in F3B market innovations.
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topic |
Direct to Consumer Alternative Food Systems Farming Food Retail Values-Based Food Chains Food Access |
url |
https://foodsystemsjournal.org/index.php/fsj/article/view/865 |
work_keys_str_mv |
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