PHOTO COURTESY OF ODA
Farm direct marketing remains an important component of Oregon agriculture, according to a first-ever national survey on local food marketing practices released this week.
More than 5,000 Oregon farms and ranches sell locally produced food through direct marketing practices, resulting in approximately $114 million in revenue for 2015, the year the survey was conducted. While Oregon ranks in the middle of the pack among reporting states, selling locally grown food products directly from the farm is very important to the state’s overall agricultural economy.
“For many of these farm operations, direct marketing is a major part of their business plan and how they move their products,” says Gary Roth, Industry Development Director with the Oregon Department of Agriculture. “For some of our producers, direct marketing is just a portion of what they do, but for others, it’s a very significant piece of their revenue.”
According to the results of the initial Local Food Marketing Practices Survey, released by the US Department of Agriculture’s National Agricultural Statistics Service (NASS), there were 5,227 Oregon farms that cut out the middleman and used direct marketing practices in 2015 which accounted for $114,463,453 in direct sales. The number of farms represents about 15 percent of Oregon’s total of 34,600 operations. Oregon ranks 11th of 30 states reporting in the number of farms and 18th in sales.
Even though approximately 80 percent of what Oregon agriculture produces is marketed outside the state, either domestically or internationally, the remaining 20 percent finds an avid local market.
“Oregonians love to buy local,” says Roth. “There is a very strong interest, that continues to grow, in health and wellness, sustainability, support for local businesses, and in such areas as farm to school. All of those factors are driving the opportunity for our farmers to sell directly.”
In the category of selling directly to the consumer– primarily through farmers’ markets and farm stands– Oregon also ranks 11th in the nation with 4,252 farms and is 19th in sales at approximately $53 million. The one category where the state cracks the top 10 is in direct marketing of products that are not processed or value-added. Oregon is 8th in the US in that category, suggesting that buyers– whether they are wholesalers, retailers, or direct consumers– are purchasing fresh, raw products.
