Work

Factors Influencing the Sale of Local Products through Short Supply Chains: A Case of Family Dairy Farms in Slovakia

Year: 2020

Type: article

Abstract: Increasing consumption of local products is a key factor for sustainable agriculture. This study deals with the factors that influence the sales of local products with a focus on value-added dairy products. The research involved 30 family businesses operating in the agro-sector. Primary data were obtained by a detailed online questionnaire survey. For deeper examination, five hypotheses were determined and statistically tested using the Friedman test and Nemenyi method. Using the acquired theoretical background and empirical research in a set of family farms, we can state that the goal of farmers is to sell their products through the shortest possible route directly to the consumer. The most commonly used tools of a short supply chain are on-farm sales and telephone order sales, on the other hand, farms rarely sell products in farmers’ markets, celebrations and anniversaries or e-shops, even though these tools all have great potential. The results show that farmers consider the product itself (quality, freshness, locality) to be the most important factor when selling local products, as well as customer recommendations and loyalty. Based on the results of the research, we propose to streamline sales support through new forms of marketing approaches to premium products, such as locally fresh products produced on family farms.

Source: Sustainability

DOI: 10.3390/su12208499

Authors: Elena Horská, Marek Petriľák, Peter Šedík, Ľudmila Nagyová

Institution: Slovak University of Agriculture in Nitra

Language: English

Topic: Organic Food and Agriculture

Subfield: Plant Science

Field: Agricultural and Biological Sciences

Domain: Life Sciences

SDG: Zero hunger

Open Access status: gold

Estimated APC paid: $1,901