An official website of the United States government.
<p>2.Analyze the relative benefits and costs, to producers and consumers, of government and industry-led marketing and policy programs (certifications, Leafy Greens marketing order, Country of origin labeling, farmers markets) using both theoretical approaches and empirical evidence from multi-state applied research projects. </p>
<p>3.Assess the changing coordination and supply chain management strategies being implemented in the fruit and vegetable sector and identify strategic organizational and marketing implications for a set of firms that are diverse in terms of commodity, marketing approach and size of operation (including small and mid size farms).</p>
<p>NON-TECHNICAL SUMMARY:<br/> The Internet has significantly changed the way consumers and businesses find and purchase many products. The efficacy of Internet-based marketing and e-commerce tools for enhancing profitability of food product producers is not well understood. This project will examine the perceived value of the MarketMaker internet-based website to producers and other user groups via surveys and focus groups, utilizing willingness-to-pay and other demand analysis techniques. Results of this analysis will be used by the network of approximately 20 states that have adopted the MarketMaker system to improve their tool and to inform their accompanying educational efforts. The ability to trace consumer products back to production origins is becoming an important marketing and food safety issue. I will work with Clemson colleagues on a project focused on identifying
potential barriers to adoption of traceability systems at the farm level, with particular attention paid to small scale producers. Case studies and focus group techniques will be employed int his project and the results of this work will be used to help inform U.S. farm policy and to help small scale producers effectively adapt to the increasing need for product traceability.
<p>APPROACH:<br/> Under objective 2 I will examine the perceived value of the MarketMaker internet-based website to producers and other user groups via surveys and focus groups, utilizing willingness-to-pay and other demand analysis techniques. Results of this analysis will be used by the network of approximately 20 states that have adopted the MarketMaker system to improve their tool and to inform their accompanying educational efforts. For objective 3 I will work with Clemson colleagues on a project focused on identifying potential barriers to adoption of traceability systems at the farm level, with particular attention paid to small scale producers. Case studies and focus group techniques will be employed in this project and the results of this work will be used to help inform U.S. farm policy and to help small scale producers effectively adapt to the increasing need for
product traceability.
<p>PROGRESS: 2013/01 TO 2013/09<br/>Target Audience: Academic Community working on related issues, through academic publications. Policymakers, advanced growers, and support organizations working with growers, through presentations and targeted publications (e.g. Choices Changes/Problems: Nothing Reported What opportunities for training and professional development has the project provided? Lamie, R. David, Blake Lanford and Geoff Zehnder. The Role of Local/Regional Food Systems Development in Clemson Extension Programming. In-Service Training Session at 2013 Clemson Extension Conference. 5 February 2013 Growing Food & Opportunities in SC: Economic & Community Development through Healthy Food Access. SC Food Policy Council Conference. 25 September 2013. Phillips Market Center. Columbia, SC Lamie, R. David, Geoff Zehnder, and Blake Lanford. Clemson Extension
Local/Regional Food System Program Planning Workshop. 18-19 2013. Clemson Outdoor Lab Lamie, R. David. Statewide Local Food Systems and Agriculture Programs at CIECD, Clemson Research and Ecucation Center Directors Meeting. 3 December 2012. Lamie, R. David and Blake Lanford. MarketReady Program - Conway, SC. 30 August 2013 Lamie, R. David and Blake Lanford. SC MarketReady Program - Columbia, SC. 17 April 2013. Lamie, R. David and Blake Lanford. SC MarketReady Program - Spartanburg, SC. 22 April 2013. Lamie, R. David, Wilder Ferreira, David Hughes, Steve Slice (USDA-FSA), Taylor Brennecke and Tripp Kemp (AgSouth), Richard Pitts (ArborOne), Debbie Turbeville (USDA-RD) and Kellee Melton (USDA-NRCS). Feasibility Studies and Funding Sources for New and Beginning Farmers. 23 January 2013. Sandhill REC LakeHouse Lamie, R. David, Ansley Rast, Jack Danzler. "Marketing Programs and Resources for
Farmers in South Carolina". 11 December 2012 Lamie, R. David. Beth Crocker. Angie Culler. Clyde Hoskins. "Legal and Regulatory Issues in South Carolina Agriculture". 11 December 2012 Lamie, R. David. Organizer - National Meeting of the MarketMaker Network. 28-29 October 2012. Charleston, SC. Lamie, R. David and Tim Woods. Market Ready: Helping Producers Find Success in Marketing to Chefs/Restaurants and Wholesale/Grocery Customers. Carolina Farm Stewardship Association Conference. 28 October 2012. Greenville, SC Lamie, R. David. Co-organizer; "Local Food System Roundtable", CU Extension Conference, February 5, 2013, Clemson Madren Conference Center Lamie, R. David. Co-Organizer, CU Extension Conference General Session; "The Role of Extension in Supporting Community Based Food Systems" presented by Dr. Jerry DeWitt. February 5, 2013, Clemson Madren Conference Center. Lamie, R. David.
Planning Committee Member and Sponsor. Midlands Area Food Summit. Organized by Midlands Local Food Coalition. 8 November 2013. 701 S. Whaley. Columbia, SC. (Organized by R. David Lamie) Kleese, Tony. �Regional Food Systems: A View from the Southeast U.S.� Symposium jointly sponsored and organized by the South Carolina New and Beginning Farmer Program, the University of South Carolina Center for Research in Nutrition and Health Disparities, and the Clemson Sustainable Agriculture Program. 8 November 2013. 701 S. Whaley. Columbia, SC. Selected to participate in web-dialogue group for �Building Local Government Capacity to Alleviate Food Deserts: The Role of Extension. AFRI-funded project administered by Ohio State. 13 May 2013 Lamie, R. David and Blake Lanford. Nurturing Local Food Systems Elements into Our Spaces and Places. Invited presentation at South Carolina
Association of Regional Councils Annual Meeting, Placemaking: Leveraging Community Assets in a Competitive Environment. Myrtle Beach, SC. 19 November 2012 Lamie, R. David. Agricultural Marketing. Invited Presentation at USDA Farmer and Landowner Workshop at 150th Anniversary Celebration of Penn Center. Penn Center. St. Helena Island. 9 November 2012. Lamie, R. David and Timothy Woods. MarketReady: Helping Producers Find Success in Marketing to Chefs/Restaurants and Wholesale/Grocery Customers. Invited Presentation at 27th Annual Sustainable Agriculture Conference of Carolina Farm Stewardship Association. Greenville, SC. 27 October 2012 Lamie, R. David. MarketMaker Program Update. SC Association of Farmers Market Managers. Phillips Mkt Center. COlumbia. 7 Nov 2013 Lamie, R. David. New and Beginning Farmer Panel. Good Moves and Avoiding Serious Blunders. Carolina Farm Stewardship
Association Conference. 28 October 2012. Greenville, SC. Lamie, R. David. Marketing and Other Resources for Women in Agriculture in SC. 22 March 2013. Presentation to Annie's Project. Hartsville, SC. Lamie, R. David. The Economics of Food in South Carolina. Invited panel presentation with Sonny Dickinson, South Carolina Department of Agriculture and Lisa Turansky, South Carolina Coastal Conservation League. Healthy Food Access Track. South Carolina Community Economic Development Conference. South Carolina Association of Community Development Corporations. Myrtle Beach. 13 Sept 2012 Lamie, R. David. Building Entrepreneurial, Business Management, and Land Stewardship Capacity for South Carolina New and Beginning Farmers. Third Annual USDA Beginning Farmer and Rancher Development Program Program Directors Meeting. Rochester, MN 5 December 2012 Lamie, R. David. Local/Regional Food
System Development for the Beaufort/Bluffton Region of South Carolina. Invited presentation for Experience Green "Why Buy Local" Roundtable. Bluffton Public Library. 12 November 2012 Lamie, R. David. Local/Regional Food System Development for the Hilton Head Region of South Carolina. Invited presentation for Experience Green "Why Buy Local" Roundtable. Hilton Head, SC. 13 November 2012 Lamie, R. David. Marketing and Business Development Programs for South Carolina Women in Agriculture. 1 June 2012. Presentation to Annie's Project Group. Newberry, SC. Lamie, R. David. MarketMaker, MarketReady, and South Carolina New and Beginning Farmer Program Overview. Presentation to Clemson PSA Road Tour group. 29 May 2012 Lamie, R. David. Developing Your Gameplan for Success Selling to Grocery Stores and Wholesale Buyers. MarketReady Workshop Presentation. Spartanburg, SC. 22 April 2013. Lamie,
R. David. Developing Your Gameplan for Success Selling to Grocery Stores and Wholesale Buyers. MarketReady Workshop Presentation. Conway, SC. 30 August 2012. Lamie, R. David. Developing Your Gameplan for Success Selling to Grocery Stores and Wholesale Buyers. MarketReady Workshop Presentation. Columbia, SC. 17 April 2013. Zapata, S.D., C.E. Carpio, O. Isengildina-Massa and R.D. Lamie. "The Economic Impact of an E-Commerce Website", Poster Presentation, SACNAS (Society for the Advancement of Chicanos and Native Americans) National Conference, Seattle, WA, 10-14 October, 2012. Lamie, R. David. Building Entrepreneurial, Business Management, and Land Stewardship Capacity for South Carolina New and Beginning Farmers. Third Annual USDA Beginning Farmer and Rancher Development Program Program Directors Meeting. Rochester, MN.5 December 2012 Lamie, R. David. MarketMaker's Potential to
Increase Market Exposure in North and South Carolina. Presentation at Minority Landowners Conference. Greensboro, NC. 21 Feb 2013. Isengildina-Massa, Olga. Samuel Zapata, Carlos Carpio, and R. David Lamie. Does E-Commerce Help Farmers� Markets? Measuring the Impact of MarketMaker. Agricultural and Applied Economics Association and the Canadian Agricultural Economics Society Joint Meetings. 4-6 August 2013. Washington, D.C. Research and Extension needs/priorities for local food systems development in the South � what is the role of the Land Grant University? - Served as South Carolina delegate to meeting in Fayettville, Arkansas. 22 May 2013. How have the results been disseminated to communities of interest? Results from MarketMaker evaluation research were disseminated via a technical report to USDA-AMS, presentations to state and national MarketMaker leaders, and through
the other publications listed elsewhere in this report. What do you plan to do during the next reporting period to accomplish the goals? My plans for the upcoming year include: 1) Explore opportunities to continue evaluation work on MarketMaker and related on-line marketing tools. 2) Provide research-based information to food hub development and other food infrastructure projects. 3) Continue to develop research-based materials to strengthen outreach efforts in food marketing.
PROGRESS: 2012/01/01 TO 2012/12/31OUTPUTS: Attended first multistate project meeting in October. Project team report contains additional outputs from other team members. PARTICIPANTS: Not relevant to this project. TARGET AUDIENCES: Not relevant to this project. PROJECT MODIFICATIONS: Not relevant to this project.
PROGRESS: 2011/01/01 TO 2011/12/31OUTPUTS: Development and implementation of survey instruments associated with USDA-AFRI funded project "Using Local Food Banks to Improve Sustainability of Small and Limited Resource Farms". Development and implementation of survey instruments associated with USDA-FSMIP funded project "Implementation of an Evaluation Framework for the Market Maker National Network" PARTICIPANTS: Not relevant to this project. TARGET AUDIENCES: Not relevant to this project. PROJECT MODIFICATIONS: Not relevant to this project.