Small Farmers’ Use of Social Media and Other Channels for Marketing their Agricultural Products

Authors

Carlos Alberto Moreno-Ortiz, Universidad de Ciencias Aplicadas y Ambientales U.D.C.A.Follow
Donna J. Peterson Dr., Mississippi State UniversityFollow
Alba J. Collart, Mississippi State UniversityFollow
Laura Downey, Mississippi State UniversityFollow
Susan Seal, Mississippi State UniversityFollow
Roberto Gallardo, Purdue UniversityFollow

Volume

59

Issue

4

DOI

10.34068/joe.59.04.19

Abstract

We examined small farmers’ use of and preference for different channels for marketing agricultural products and explored differences by gender, age group, and education level. Farmers markets and social media were preferred channels, with participants under age 55 being more likely than those 55 and over to prefer and use social media and agree that social media would be useful for promoting products and increasing sales. While selling via social media could provide a larger market, one challenge is that the average age of Mississippi farm operators is 59. Therefore, Extension must consider multiple approaches for delivering training on marketing.

Creative Commons License

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Recommended Citation

Moreno-Ortiz, C. A., Peterson, D. J., Collart, A. J., Downey, L., Seal, S., & Gallardo, R. (2021). Small Farmers’ Use of Social Media and Other Channels for Marketing their Agricultural Products. The Journal of Extension, 59(4), Article 19. https://doi.org/10.34068/joe.59.04.19