Farmers and ranchers participate in direct marketing survey

By MINDY POEHL | Central Texas Edition

August 25, 2005 - The North American Farmer's Direct Marketing Association (NAFDMA) and Michigan State University have teamed up to create a comprehensive survey to gather information on the farm direct marketing and agritourism industry.

The survey is being conducted by Dr. Ed Mahoney and the Farm and Ranch Diversification Team at Michigan State University.

"The purpose of the survey is to gather information about farmers who are engaged with direct marketing," Mahoney said. "It will help us identify how agriculture tourism is used and how farmers and ranchers diversify their ranches. It is for both on- and off-farm markets who direct market through the internet."

All farm direct marketers, including roadside stand and farm market operators, ecotourism and agritourism farms and ranches, and farmers' market vendors are urged to participate in the survey that is open through Sept. 5, Labor Day.

In the three weeks the survey has been open, 1,000 surveys have already been submitted.

"Our original goal was to have 600 surveys filled out, but we have far surpassed that amount," Mahoney said. "This is the largest survey of its type done in North America."

Mahoney and Michigan State University have been working with the Texas Department of Agriculture for the past year to develop this diversified farm and ranch survey.

"Texas is doing a great deal to diversify farms and ranches," said Mahoney. "We also have a great partnership with NAFDMA and the Natural Resources Conservation Service. Fifty-five percent of their (NAFDMA's) members have filled out surveys. What it shows is that we got other members to participate. All of the Canadian provinces, every state and Mexico have completed the survey."

The survey ranges in questions from what one produces to agricultural tourism, marketing, objectives for farmers and ranchers, direct marketing and stewardship on land. It also asks about sources of revenue as well as heritage preservation and using restored buildings as income, Mahoney explained.

"It is a sophisticated database driven survey. What's wonderful is that questions are tailored for each individual's operation," Mahoney said. "In the end, we can see if they are successful at their objectives."

Mahoney said the analysis of the survey's will begin in September and should take several months to get the results. The first major announcement of the results will be at the NAFDMA Convention held in Austin, Jan. 13-14, said Mahoney. There will also be a tailored analysis for certain areas that largely filled out the survey, such as North Carolina and British Columbia.

"Next year we will e-mail everyone who filled out the survey this year. Their same answers will come back up and they can constantly monitor them," Mahoney said. "The entire survey can be completed online and if they don't complete it at one sitting, they can log back on and finish it later. Ninety-five percent of people who have filled out the survey have completed every part of it."

And, there are incentives to filling out the survey. People are signed up to win $2,000. Beginning Monday, Aug. 15, every additional 100 surveys filled out also have a chance to win a free membership to NAFDMA.

"Five other organizations have already called us and asked us to do similar surveys for them," Mahoney stated. "And this is something we are definitely interested in. We want to develop detailed surveys that can help specific organizations learn how to better help themselves."

To complete the survey visit www.farmmarketresearch.com. For more information about the study, contact Dr. Ed Mahoney by email at rirc@msu.edu or at 517-432-0285.