Exploring barriers and facilitators to direct-to-retail sales channels

• Published in: Journal of Agriculture, Food Systems, and Community Development
• Main Authors: Audrey Thomas, Emma Lewis, Lisa Poirier, Stacey Williamson, Yutong Xie, Alexis Lightner, Joel Gittelsohn
• Format: Article
• Language: English
• Published: Lyson Center for Civic Agriculture and Food Systems 2024-11-01
• Subjects: direct-to-retail; direct marketing; mobile app; food retail; distribution networks; food access
• Online Access: https://foodsystemsjournal.org/index.php/fsj/article/view/1301

In 2020, a mobile application (app) was developed to connect small food retailers with local pro­ducers, recognizing the underutilization of direct-to-retail sales channels. Before piloting the app, formative research was conducted in Charles County, Maryland, to gain an understanding of existing direct-to-retail sales channels for locally grown produce. Seven stores were surveyed to explore current local produce stocking, and four farmers participated in in-depth interviews to pro­vide insights into their experiences with direct-to-retail marketing channels. The results indicate a limited stocking of local produce in the small food stores, some of which was self-procured to obtain adequate quantities. Farmers expressed a passion for contributing to food security in their commu­nity and a willingness to collaborate with store owners to strengthen their direct sales; however, they cited barriers such as the impact of the COVID-19 pandemic, competition with large distributors, and logistical challenges. Considering these existing barriers and facilitators, small food stores may still possess a unique potential to establish direct sale relationships with local farms. Such relationships could be effectively facilitated through the implementation of a digital strategy.