"Direct Markets in the African American Farming
Community: Case Studies"
Presentation by Heather Gray
Federation of Southern Cooperatives/Land Assistance Fund
Brief summary of presentation
The presentation in St. Louis will primarily draw upon interviews with four African
American farmers in 2004. One farmer was from South Carolina. The others were from
Alabama. One farmer was 42 and he others were in their 60’s. These farmers are
vegetable producers
1. Cooperative Membership: All of the farmers were members of a cooperative.
Sometimes the marketing was with the cooperative and at other times it was as the
individual farmer. Often it was difficult for me to make that distinction.
2. Types of Markets: Of the four farmers interviewed they had a diverse direct
marketing program – they were doing most of the following:
a.
b.
c.
d.
U-Pic on the farm
Farmers markets
Tail gate markets
Individual customers
None of the farmers had “commercial” contracts (i.e. with a grocery store) although
the Selma/Dallas Farmers Cooperative is beginning to look at that possibility.
It appears in talking with these farmers that having a diverse marketing program is
“healthy” in that it provides a variety of ways to market and provides a range of
different customers.
3. Customers: The customers seems to be a variety of types:
a. repeat customers
b. new customers from farmers markets/tail gate etc
c. referrals
4. Promotional Efforts: Relatively little appears to be done on promoting their markets.
Most of these farmers, with the exception of the youngest farmer, have been in
farming for decades and appear to have a dedicated customer base. Even with the
youngest farmer, however, is able to utilize and maintain the customers generated by
his father over the years.
Not one of the farmers was concerned about selling what they grow – in fact it
appears that with all of these farmers they almost can’t grow enough for their
customers. Although, one farmer mentions that sometimes it’s hard to sell everything
when farmers are flooding the markets with the same produce at the same time … but
usually it’s okay” he says.
They don’t appear to be sending out fliers of making phone calls to generate their
customers at markets. In fact, these farmers mentioned that people start calling them
when they know their crops are about ready for harvest.
5. Attitude toward customers: All of these farmers recognized the importance of their
customers and making sure they are happy. When asked what advice to give other
farmers, one farmer mentioned, “Well always be nice and courteous and always be
prepared to give a little and to give something and hoping that it will come back.”
Another farmer said that he always has a little extra that he can give to someone at a
market. At the end of his harvest year he invites people to come and take what’s left
in the field –for free no less. This could be considered a promotional expense on his
part.
6. Crop production: The decisions made on crop production were largely informal and
usually based on last year’s performance. One farmer mentioned that some customers
make suggestions to him about what to grow. Another said that he’ll often drive
around and see who’s growing what before he makes his final determination. Another
says that “You just know what people like” but he also considers his schedule – what
crops will fit into his schedule (i.e. okra requires picking nearly every day which
would not fit his schedule). He went on to say, “Often it’s the demand. You’re
around and you know what the demand is for peas, the demand for watermelon…”
Interestingly, one farmer made the point that farmers used to grow peas and all kinds
of crops for their families that are not being grown now. So this provides the
opportunity to grow those crops – more so now than before.
7. Quality of produce: All of the farmers mentioned the importance of quality produce
at the market.
8. Value added: One farmer talked about his cooperative’s purchase of a shed in Selma
and the importance “adding value” to their production through sorting and washing,
etc.
9. Timing of crop production: One of the comments made by the South Carolina
farmer was that he knows the maturing rate of crops so he will plan accordingly to
meet his marketing needs. His goal is to have a variety of crops at the farmers market
so he will plant his crops in a way that they will be mature at about the same time.
10. Labor: Labor is definitely a problematic issue. It appears that these farmers need to
consider the fact that labor is hard to find and the crops need to be based on what will
not require excessive labor. This is where u-pic is helpful in that people come and
help harvest the crop for a reduced cost or free (i.e. you pick one truck load for
yourself and one for me the farmer and it’s yours for free.)
11. Record keeping: The oldest farmer seems to keep their records in their heads.
Another farmer keeps his records in a notebook and the youngest farmer keeps his
records on the computer. We’re talking different generations here.
12. Presentation of produce: One farmer stressed the importance of his produce being
presented in a fashion that looks appealing and that there be a variety of produce on
his truck or table. He said that if customers come to his table and there is not a variety
for them to consider they’ll more than likely move on to the next table.
13. Determining the price of the produce: Most of this appears to be done by
observing the prices of produce on grocery stores and adjusting according – having
your price slightly lower and offering special deals in bulk that would not be available
elsewhere. For example, one farmer says ”Well, I charge it from my heart. I sell it
like I buy. If a want $2 for a bunch of greens, that’s what I’ll charge for it.” Another
said, “ We’ll, normally I’ll go to the supermarket and take a look at what they’re
going for and then that’s what I base my price on….Normally if a bushel is going in
the supermarket for $20 I would sell mine for $15.” The youngest farmer, however,
makes use of the Birmingham and Atlanta market information from the internet to
determine his prices.
14. Off the farm jobs: All of the farmers have or are retired from off the farm jobs. The
only one still working full time and also farming was the youngest farmer.