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Where will Tomorrow’s Food Dollar Be Spent? The Impact of the Pandemic on Food Systems & Direct Marketing

The start of the pandemic upended the food system as restaurants closed and mainstream grocery stores saw hoarding of basic goods followed by disruptions to their supply chains. In California, farmers’ markets were designated as essential businesses which allowed them to legally operate, but many of farmers’ markets faced local community restrictions or were unable to remain viable as new safety protocols were implemented.
Now more than 18 months into the pandemic, data is showing just how dramatically the food system changed, presenting both challenges and opportunities for direct marketers. It is unclear when or if shopping patterns will return to pre-pandemic norms so for farms and farmers’ market operators, understanding these new patterns is essential for planning future operations and sustainability.

In this workshop, Dr. Zoë Plakias of Ohio State University will share data on national trends in food shopping and food consumption since the start of the pandemic, including reports of farmers’ market shopping. Allen Moy of the Pacific Coast Farmers’ Market Association will share data from a recent survey of Bay Area farmers’ market shoppers that includes shoppers’ assessments of changes to their farmers’ market shopping and spending due to the pandemic.

This workshop includes a focus on shopping patterns at farmers’ markets, but the topic is applicable to farmers concerned about their direct marketing channels (farm stands, CSAs, restaurants, etc.) as well as farmers’ market operators.

Presenters: Allen Moy, PCFMA
Dr. Zoë Plakias, Ohio State University

Mar 2, 2022 10:30 AM in Pacific Time (US and Canada)