Marketing Practices and Financial Performance of Local Food Producers: A Comparison of Beginning and Experienced Farmers

Local foods are a small but growing share of U.S. agriculture. Marketing channels for local foods include direct sales to consumers (e.g., farmers’ markets, on-farm stores, or pick-your-own stores), grocery stores, restaurants, schools, wholesalers, and food hubs. Local food sales may provide finan-cial benefits to beginning and more experienced farmers compared to farmers who market through traditional channels. This report evaluates the characteristics, production, and marketing practices, and financial performance of local food producers with varying levels of farming and direct marketing experience.