An Online Farmers’ Market

There are a number of existing online storefronts run by individual agricultural producers, indicating some producers see potential in this market. This AIC project will develop an operational online market for collaborating farmers. Project leaders will work with individual participating farmers to develop the information and operations needed for the market. The online market will, at least in beginning, sell shelf-stable product.

To be a participant, farmers must be willing to develop materials for product information, packaging, inventory, shipping, and customer service. They also need to work in a collaborative model that resolves logistical issues and develops a replicable model for an online market.

AIC Online Farmers’ Market Activities:

1. We will develop an agreement between producers and the online market to define: a sales commission to the online market (e.g., 10%), product labeling to promote the online market (e.g., “nyfarmweb.com” sticker applied to product package), minimum inventory requirements or inventory updates (web form used), production information, revenue and profitability summaries from participants (e.g., compare selling online with costs of traditional markets), and customer support minimums (e.g., timely shipping, returns on damaged products, etc).

2. We will require a financial commitment from producers in the form of a $25 product listing fee, and a 10% sales commission (for example) to the online market for long term sustainability of the market.

3. We will develop profiles of our participants to project types of agricultural producers best suited for online sales (e.g., type of product, production level, seasonal market, access to urban markets).

4. We will establish outside partnerships and draw on the expertise of participant/advisors. A packaging and shipping partner; product development and marketing expertise; technology consulting; an auditing partner would ensure accuracy of sales revenue.

5. We will offer distributed (producer based) and centralized options (Morrisville State College based student entrepreneurs) for inventory and shipping. We will document the sales costs and producer experiences of the two approaches.

6. Using the information that will flow through an online market, we will monitor inventory, sales tracking, and costs of goods sold. We will examine how a database-driven online market might enhance record keeping and reporting, tasks often poorly managed in small businesses.

If you are interested in participating, please contact one of our leaders below:

Kim Mills, Ph.D., Assist. Professor, Dept. Chair Sheila Marshman, Assist. Professor
Morrisville State College Morrisville State College
315-684-6746 millsk@morrisville.edu 315-684-6106 marshmsa@morrisville.edu 

For more information about our project, you may view our proposal. (Download PDF)