Please enjoy these reports related to local food that we have contributed to, along with partners.
1. Social Media Marketing for Direct to Market Farms
We conducted a field test of Facebook targeted advertising using four different conceptually informed messages designed to drive traffic to community supported agriculture (CSA) farmer websites with the goal of increasing sales of CSA shares.The purpose of the research brief is to offer CSA farmers evidence-based recommendations for which types of messages would be most effective for marketing CSA businesses online. Find the brief here.
2. Promoting farmers markets
We conducted a survey of Wisconsin farmers market managers in addition to interviews. A report based on the interviews, which focuses on market managers’ suggestions for how best to promote markets, is available here, and a report based on the survey is available here.
3. Wisconsin consumers and local food: Public opinion, trends &
This report contains results from a 2015 statewide survey of Wisconsin consumers about public opinion and behavior regarding local food. It includes appendices that show average responses for consumer in different regions of Wisconsin. Also available are summaries of findings with an audience of farmers mind, or a summary with an audience of retailers and restaurants in mind.
- Download the report: Wisconsin Consumers & Local Food (PDF, 46 pages, 1.3MB)
- Download the farmer summary: Farmer Summary (PDF, 4 pages,593 KB)
- Download the retailer and restaurant summary: Retailer & Restaurant Summary (PDF, 4 pages, 597 KB)
4. Testing messages about local food: A service learning project from the University of Wisconsin-River Falls Agricultural Economics Department
Students at the University of River-Falls created marketing messages about local food and tested the appeal of those messages with customers in grocery stores. Read their results in this fact sheet about the project.
- Download the factsheet: Service Learning at UW-River Falls (PDF, 1 page, 4.5 MB)
5. Local produce labeling evaluation: An evaluation of local produce labels in grocery stores
A pilot test examined how consumers respond to different types of local food labels in two grocery stores in Wisconsin. Messages related to food miles, farm name and location, and other attributes of local food were compared.
- Download the evaluation: Local Produce Labeling (PDF, 3 pages, 434 KB)
6. Study of Wisconsin wineries’ fruit and food sourcing patterns: Executive summary
This report contains results from a survey of winery operators in 2012 that discusses their definition of “local” and why it is important to them.
- Download the report: Study of Wisconsin Wineries (PDF, 4 pages, 213 KB)