Marketing through Subscription Sales to Urban Consumers
Robert DeMattina:
It's a warm, sunny, weekday afternoon in suburban Fayette County as Dana Hicks begins to make deliveries to local subscribers.
These deliveries are fresh and edible, locally grown, organically produced fruits and vegetables. A group of producers known as the Organic Kentucky Producers Association have been marketing a variety of vegetables and small fruits in a very unique way -- through subscription sales with urban consumers. Extension marketing specialist Lee Meyer explains.
Lee Meyer:
What these producers do is arrange for a relationship with consumers. Consumers pay a subscription at the beginning of the year and then OKPA gives them weekly deliveries-- a box of produce every week for about six months.
DeMattina:
Commonly called community subscription farming, the producers and the consumers accept a shared responsibility for the success of the activity.
Meyer:
If it is a poor growing season and they can't produce as much they would, the producers still have a secure source of income. So it makes our farm community more sustainable. When it is a great growing season, they give the consumers more. In fact, 2 weeks ago, OKPA met and decided they had a good year -- their crops are coming in in abundance so they increased the quantity of different vegetables going into the box.
DeMattina:
Important to both the farmers and the subscribers, the quality of the organically grown fruits and vegetables is a key consideration to the continued success of this cooperative farm operation.
Meyer:
Consumers really demand good quality products and this group has made sure their members have the capability and skills to produce good quality products. The farmers also need to be committed. They have made a six month comittment to the subscribers and they have to follow up every week to have good quality abundant products for the consumers.
DeMattina:
UK Agricultural Economist Tim Woods explains how subscription agriculture can initiate a new level of understanding for providers and subscribers.
Tim Woods
Fewer and fewer people that are consumers today come from a farm background and so community supported agricultural activities are geared to raise the understanding in the consumers mind about what activities go on on the farm where the produce comes from, and how it's grown.
DeMattina:
Subscribers like Carolyn Snekser often find recipes packed with their produce. Providing preparation and serving suggestions for their fresh stock.
Carolyn Snekser:
It's always fresh, especially when we get fruit. I feel like we are supporting a friend and building a commardary between the consumers and the producers.
For More Information
For additional information, please contact, Lee Meyer or Tim Woods.