Agriculture Reference
In-Depth Information
formal market channels. They embody what is unique and special about local communities
and help to differentiate one community from another.
Roadside Stands
Perhaps the most familiar and ubiquitous form of civic agriculture is the roadside stand. A
roadside stand can be considered a micro version of a farmers' market. Because most road-
side stands are operated by one farm household, the range of products is generally more lim-
ited than one would find at a typical farmers' market. However, roadside stands share many
of the organizational and “civic” features of farmers' markets. As in farmers' markets, a wide
variation exists in the types of facilities, products, and services associated with farmer-run
roadside stands. Some are simply “informal” operations located on remote country roads with
a sign stating that one or more agricultural or food items such as eggs, maple syrup, or honey
can be obtained at the farmhouse. Others are located in large buildings on major highways
and sell a wide variety of fruits, vegetables, food products, and local crafts. 11
Although roadside stands come in all shapes and sizes, a basic distinction exists between
what are termed “producers” and “marketers.” Marketers tend to offer broader product lines
and produce only a small percentage of the fruits and vegetables they sell. Producers, on the
other hand, sell a narrow range of produce, most of which is grown on the farm.
Neither the USDA nor any other branch of the federal government keeps track of the num-
ber of roadside stands in the United States. However, a number of states publish the names
and addresses of farm stands on an annual basis. For many states, roadside stands are integ-
rated into their tourism efforts. In the mid-1990s, it was estimated that there were over 25,000
roadside stands nationwide. California alone had over 2,000 farm stands, while Ohio had al-
most 1,000 and Massachusetts reported over 600. 12
A study prepared for the Ohio Department of Agriculture showed that over 55 percent
of Ohio households had shopped at a roadside market. When asked to rate roadside stands
against large supermarkets, respondents in the Ohio study found produce quality, produce
freshness, and produce prices better at roadside stands than at supermarkets. For households
that did not shop at roadside stands, the issue of convenience was given most often as the
main reason for not shopping. However, over 80 percent of the nonshoppers said that they
would patronize farm stands if they were conveniently located near their homes. 13
At many roadside stands, up to 90 percent of the patrons are repeat customers. Over time
they forge bonds with the producers. Not surprisingly, when the Ohio respondents were asked
what influenced their decision to shop at roadside stands, almost 90 percent said that they
wished to support local farmers, and 87 percent expressed a desire to buy locally grown pro-
duce. 14
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