Local and Direct Marketing Networks: A Key to Organic Sustainability?

Shauna MacKinnon

Anecdotally, it is often argued that distance plays a substantial role in the sustainability of the organic sector, and that with a lessening of distance comes an increase in sustainability. This research seeks to bring empirical evidence to this debate. Interviews conducted with nearly seventy organic farmers in southern Ontario reveal the benefits being accrued by farmers and rural communities when organic production strategies are used.

In the absence of agri-business interest, Ontario’s organic sector has developed farmer-to-farmer networks that have improved production and marketing practices. These practices have most often focused on local and direct marketing strategies that help farmers retain a fair share of the consumer food dollar. By securing a better return, farmers are able to make a viable living on a smaller land base and are less dependent on off farm employment.

Interest in selling locally crosses all farm types; with over half of the sample farms selling all of their products locally, and of those farms reliant on export markets most reporting that they would prefer to sell locally if markets existed. As corporate-controlled growers and processors enter the organic market and intensify competition, the sustainability gains of Ontario organic farmers face an unprecedented threat.

The positive contributions of direct and local marketing evidenced by this research could be used to garner local support and inform future strategies on how to best mitigate the impact of these threats.

Full Paper

Source
Presented at the Social Research in Organic Agriculture Symposium. Guelph, Ontario. January 2006


Author Location and Affiliation
Department of Geography, University of Guelph,smackinn@uoguelph.ca


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