by

David Eastwood, John Brooker, Charles Hall, and Alice Rhea

Small volume growers have difficulty meeting the purchasing requirements of outlets that favor larger scale growers. Increased sophistication and requirements in the supply chain have presented additional market challenges to smaller, limited resource producers. Farmers are asked to grow specific varieties for predetermined harvest times, and then cool, sort, grade, pack, and label produce. In addition, produce must remain under cold-chain management through delivery to retailers or food service providers.

Research is underway under the auspices of an Initiative for Future and Agricultural Food Systems project investigating the ways to overcome simultaneity problems small vegetable producers encounter in securing markets for their production. Four states (GA, KY, NC, and TN) are collaborating in (1) developing a description of public sector involvement in produce market development, (2) describing the types of marketing firms operating within each state, and (3) identifying grower attitudes and perceptions of marketing opportunities. This research update reports on the TN part of the third objective outlined above.

Produce growers in Tennessee were surveyed during the first six months of 2002. Information regarding the characteristics of growers’ operations, production decisions, and their marketing activities were obtained. The survey provides an opportunity to examine the behaviors of small-volume produce operations in a rapidly changing marketing channel. Questions focusing on decisions about what to plant, post-harvest handling, current marketing activity, and anticipated changes in the produce industry were included in the survey. The questionnaire asked about growers’ use of feedback from marketing agents for decisions about what to plant. Other questions focused on post-harvest handling requirements as part of growers’ decisions regarding commodities and acreage.

Produce growers in the state were identified with the help of County Extension Agents, resulting in approximately 1,600 operations. The survey was conducted two ways. One was through personal interviews. County Extension agents, in addition to providing lists of growers, were also asked to suggest growers to be interviewed. This led to 22 personal interviews, plus 9 additional interviews at county grower meetings. The remaining producers on the county lists received the questionnaire in the mail, were asked to complete it, and return the form without having to pay postage. Approximately 200 questionnaires have been returned, a response rate of roughly 12 percent. These are being coded. When this is completed, the responses will be analyzed, forming the basis for an overview of small produce growers’ marketing activities.

A written report presenting this information is in the departmental review stage and should be available online early in 2003.

Email all comments and suggestions to ghonea@utk.edu
Copyright © 1999 by The University of Tennessee. All rights reserved.

This research represents one season's data and does not constitute recommendations.  After sufficient data is collected over the appropriate number of seasons, final recommendations will be made through research and extension publications.