Publication Date
5-2023
Advisor(s) - Committee Chair
Dominique Gumirakiza, Stephen King, Martin Stone
Degree Program
Department of Agriculture
Degree Type
Master of Science
Abstract
The Coronavirus pandemic (COVID-19) has disturbed food supply chain, restricting operations of agribusinesses and market outlets, including farmers markets. These markets are a way for the consumers to have direct access to locally grown fresh produce. This study uses inperson, phone, and online-based survey data collected in 2022 from market managers to examine how the pandemic has affected farmers markets in the commonwealth of Kentucky. Preliminary findings indicate that markets adopted preventive measures, which altered their normal operations. They experienced a significant decline in the number of customers, especially during the lockdown period. Because of the decline, vendors’ revenues decreased, and market managers had to revise their marketing strategies. Popular strategies are the use of social media, online ordering ahead of market times, curbside pick-up, and home delivery. Results also indicate that markets lost vendors; especially the at-risk ones who died from the pandemic. This study browsed through websites and found pandemic-related funding that could benefit farmers markets, but the extent to which the funding was accessed and used is still unclear. This study is beneficial for policymaking, further research, managerial, and marketing strategies for the overall benefit of farmers markets and their vendors in particular.
Disciplines
Agribusiness | Agricultural Economics | Agriculture | Business | Epidemiology | Life Sciences | Public Health
Recommended Citation
Brazel, Haley, "How Has the Coronavirus Pandemic Affected Farmers Markets in Kentucky?" (2023). Masters Theses & Specialist Projects. Paper 3651.
https://digitalcommons.wku.edu/theses/3651