June 2021 - 18

FARM MARKET & AGRITOURISM
Consumer disruption puts focus on retailers' actions
BRIAN MOYER
Penn State Extension
bfm3@psu.edu
If you haven't visited the website
www.lfscovid.localfoodeconomics.com,
it's worth taking a look. You will find
fascinating information regarding the
food system during the pandemic.
In particular, a survey of some
5,000 consumers and their shopping
behavior from September 2019 to
September 2020.
The survey showed 35% tried at least
one new market outlet over that time.
Also, 3% started going to farmers'
markets, 3% joined a Community
Supported Agriculture program or
purchased directly from a farm, and
17% said they had a combination of
new market channels.
While 3% may not seem like a lot,
it is representative of adult shoppers
from across the country, and the 3%
represents 36 million households that
have found new markets.
By September 2020, one-third
of those shoppers who added new
channels were still shopping with them.
That represents 12 million households,
and is a bump in new customers I'll
take anytime. When the consumers
were asked how they found these
market channels, the top answers were
word-of-mouth and the internet.
Recommendations the study makes
for producers include: " It is important
for producers to connect with new
customers to learn about their choice
to begin buying from them. Given the
common themes of word-of-mouth
recommendations, social media and
other online awareness, businesses
should think of strategies to accelerate
such activities. "
We all know about the supply chain
disruptions. In return, consumers were
disrupted as well. People were not
feeling comfortable in large stores and
sought alternatives. Some cases of that
feeling remain.
In a report from Resonate, " The State
of the Consumer 2021, " they suggest
what consumers will purchase are
things that bring them pleasure, safety
and dependability.
An article from April 2020 on
www.IGA.com advised retailers on what
to do as many stores were being accused
of price gouging as the price of eggs (and
other items) jumped by $2 per dozen,
and grocers struggled to keep staple
items in stock. Their suggestion was to
be consistent with your pricing, even
if it means that you aren't making any
money on that item in the short term.
" Customers have to be able to trust you
in times of crisis and in good times... "
Whatever measures you are taking,
make sure you are communicating
that to your customers early and often
through your social media, on your
website and signage in your market. VGN
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June 2021

Table of Contents for the Digital Edition of June 2021
