Kentucky Department of Agriculture

The Produce Marketing and Planting Intentions survey is a study of the marketing practices and planting intentions of Kentucky fruit and vegetable growers. This survey has been conducted since 2002 collecting information on produce markets. The Produce Marketing and Planting Intentions survey has specifically brought different market channel trends to light.

The table at left illustrates results from the Produce Marketing and Planting Intentions Survey. This table represents the percentages of survey respondents who indicated that they sold products through various market channels in 2002, 2007, and 2012. However, the 2012 Produce Marketing and Planting Intentions survey data only represents preliminary results because it is an ongoing project and data is still being collected. Growers can still have their results included in the final analysis by sending in their survey.

The Direct Markets category represents the percentage of respondents who market produce to farmers markets and/or on-farm markets. The majority of all produce growers continue to use direct market channels to reach consumers. This includes both on-farm retail markets and/or community farm markets.

The Farm-to-School category is a new market channel that has developed rapidly over the past few years, and it was not included in the survey until 2012. The Auction category has also increased considerably since 2002. There was only one produce auction operating in 2002, when this survey began, and there are already a total of six produce auctions in operation as of 2012 and two additional auctions may soon be established. Both the Farm-to-School and the Auction market channels are expected to experience rapid and continuous growth. To view the 2010 Produce Marketing & Planting Intentions survey results, and soon the 2012 results, go to www.uky.edu/Ag/NewCrops/.

This article was written by Kevin Heidemann and Tim Woods, agricultural economists in the University of Kentucky College of Agriculture. The article first appeared in the April 24 edition of Economic and Policy Update.