July 2020 - 18

FARM MARKET & AGRITOURISM
How might COVID-19 change food purchases?
By Ron Goldy
Michigan State University
COVID-19, the infectious disease
caused by novel coronavirus, has caused
much concern regarding our food
supply and over the past couple months,
agricultural producers and consumers
alike have asked us what we think will
happen during the 2020 growing season.
The honest answer is, " We don't
know. " We do not have a crystal ball.
However, since we have been involved
in agricultural production, research,
marketing, teaching, food preservation
and an observer of food trends for
over 40 years, we should be capable
of forming an opinion. Our collective
insights should count for something.
Our experience and vision is limited
primarily to fresh fruit, vegetables and
local market sales. Even though we
cannot predict what will happen, we can
share our thoughts concerning the 2020
season. Here they are.
No previous history
Our society is much different today
than during the last severe pandemic
(Spanish Flu of 1918-1920). Therefore,
the food production and distribution
customer concerns. Therefore, producers
selling locally and directly to consumers
may see demand increase, while those
marketing through brokers may see less
or similar demand as previous years. We
have already seen an increase interest
and enrollment in CSAs (Community
Supported Agriculture). Those interested
in CSAs can find a CSA near you.
Greater unemployment and
less consumer buying power
The speed at which the economy
industry has essentially no direct
experience to work with. Our society is
less rural, food production, distribution,
marketing and eating habits are very
different. For a broader picture, go
to Trey Malone and Aleks Schaefer's
podcast, " Closing Bell: A Conversation
with MSU Agricultural Economists. "
There will be less travel
International and national longdistance
travel will be reduced the
next six months or more, either by
government action or voluntarily by
safety-conscious consumers. Consumers
will still travel, but they will be traveling
locally. Day or weekend trips will most
likely be the trend.
A priority on 'buy local'
A visit to a roadside market or
farmers' market will be part of many
consumer's short trips. It will be viewed
as an event they can do relatively safely
since many festivals and concerts where
there will be large gatherings have
already been canceled.
Some growers are offering preorder
and pickup from farm stands
and farmers markets to further ease
will recover is uncertain, but there is
a good chance a significant portion
of the workforce will be unemployed
through the summer and fall months.
Unemployed consumers will be looking
for good ways to increase their food
dollar buying power. Buying local and
seasonal items could be part of their
money saving strategy.
When setting prices, producers selling
locally should take into consideration
that the average consumer might have
less money to spend but not to the extent
that they undermine their own financial
health. Food pantries have already seen
an increase in demand, which will no
doubt continue for some time. Producers
should consider sending excess produce
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July 2020

Table of Contents for the Digital Edition of July 2020
