Role of Direct Marketing in California

Hardesty, Shermain D

from ARE Update Vol. 10, No. 3, Jan/Feb, 2007

View Article PDF: Role of Direct Marketing in California


Farmers' markets re-emerged after passage of the Farmer-to-Consumer Direct Marketing Act of 1976. This article investigates the benefits of direct marketing and the characteristics of producers who utilize this alternative marketing system, and provides an appraisal of its future prospects.


farmer's market, direct marketing, consumer, producer


Hardesty, Shermain D. 2007. "Role of Direct Marketing in California." ARE Update 10(3): 5-8. University of California Giannini Foundation of Agricultural Economics.