In 2020 and 2024, Savannah Columbia and Dr. Timothy Woods conducted two research surveys that explored consumer values related to farmers’ markets in two urban counties in Kentucky (Campbell and Daviess Co.). Sarah Imbus (Campbell County Extension Agent) and Dr. Annette Heisdorffer (Daviess County Extension Agent) provided survey facilitation, community engagement, and other assistance.
The intention was to use value priorities (price sensitivity, community, health, sustainability, and youth) to develop targeted promotion (by the farmers' market) to residents. Value priorities were identified through a series of questions asked in the survey. This helps the farmers' market and its vendors understand what is important to their community members and consumers -- making it easier to develop promotion and marketing tactics that align with the consumers. Net promoter scores (NPS) were explored to identify the community members' willingness to recommend tendencies. This is important, as farmers' markets often depend heavily on word-of-mouth. We included "Somewhat" and "Regular" farmers market patrons (only for Daviess Co.) in our NPS scoring.
Big Goals:
- Compare and contrast patron and non-patron values around price sensitivity, community, health, sustainability, and youth.
- Gather county-level feedback regarding the production, purchase, and consumption of locally grown food.
- Gain insight into community members’ general interest and familiarity with local food.
- Provide tailored insight to farmers' markets to enhance their marketing strategies, identify characteristics of likely farm market promoters, and equip farmers with consumer data to better understand their customers.
Methods:
The survey was distributed via mail and online formats. It addressed broad themes of consumer awareness, market performance (specific to the county), and customer values.
- Campbell Co., KY survey distributed in 2020; Daviess Co., KY survey distributed in 2024.
- Postcard Mania was utilized to randomly select 1,500 households in each county. Online options were made available through community agency partners.
- Index values were created by patron frequency based on indications of at least two behaviors corresponding to each value. Non-patron averages were used as the base.
Key Findings:
- Community and youth values are most important for active patrons. Developing complementary programs and messaging that amplify these values would likely strengthen market engagement. This could include co-located or sponsored civic programs, youth and ag/food programs, farm heritage storytelling, etc.
- Markets can use a shopping values tool (like the one used in the survey) to examine the values of their own patrons and improve the knowledge of their customer base. This can lead to better marketing methods. Some variations in these values were observed across market locations.
- NPS shows > 60% Promotor presence in the Daviess Co. market, signaling consumers are satisfied with the market. The market could leverage this group for growth. Leverage options could include encouraging referrals and gathering testimonials for marketing and promotion. A market must balance its share of Promotor, Passive, and Detractor consumers. To address Passives and Detractors, a market should identify and attempt to solve recurring issues to reduce customer frustration. In a follow-up with the Daviess County Market, we focus on themes in detractor feedback.
- This project provides a framework exploring the presence of heterogeneous values in markets to improve market recruitment and retention.
This group is currently working on publishing their research in the Journal of Extension. Stay tuned for that publication!
To learn more, contact Savannah Columbia or Dr. Tim Woods.