Progress 09/01/24 to 08/31/25
Outputs
Target Audience:The project's target audience for the reporting period consists of small, farm-based businesses in South Carolina with a gross farm income between $1,000 and $250,000. To recruit participants for the focus groups, the research team collaborated with SC State University's Extension officers across the state. The research staff reached out to potential participants via email and phone, depending on the region, to invite them to join the focus groups. For the statewide survey, the research team developed a sample frame using South Carolina farm directories, listings, and member lists from SC State University Public Service and Agriculture extension and state cooperatives. From this sample frame, a random selection of 1,000 farms was chosen to receive the survey. The survey was mainly sent by email, with phone and in-person options also available to encourage participation. Changes/Problems:
Nothing Reported
What opportunities for training and professional development has the project provided?The undergraduate research assistant on this project had many opportunities for training and professional growth. She was taught to think like a research scientist through a curriculum that covered scientific methods and ethics. This training was continuous throughout the program, focusing on key research skills such as data coding and analysis, creating graphs, and writing research reports. Given the project's needs for logo design, website planning and development, content creation, and sharing across various online platforms, she also received instruction in website development and the Adobe Creative Suite. The Principal Investigator and the Co-PI led most of these training sessions. How have the results been disseminated to communities of interest?Since the project is still in its first year, conclusive results are not yet available for dissemination to communities of interest. However, we have established a project website and a social media presence to share information related to e-commerce. These platforms also serve as a way to engage with farmers and encourage them to contact the research team for assistance with their e-commerce ventures. What do you plan to do during the next reporting period to accomplish the goals?For the upcoming reporting period, our project will focus on a series of key activities to advance our research and community engagement goals. Activity 1: Data-Driven Assessment We will continue collecting data until we reach the target sample size, ensuring our findings are conclusive and representative. Once the data is collected, we'll analyze it to identify specific needs and challenges farmers face with e-commerce adoption. This analysis will serve as the foundation for everything that follows. Activity 2: Training & Outreach Based on our assessment, we will develop targeted training programs to address the identified need areas. A key part of this phase involves working with extension staff to organize and help lead workshops. These sessions will be essential for reaching a broad audience and giving farmers practical skills. Activity 13: Hands-On Support We will select a group of farmers for one-on-one, intensive training. This personalized support will help them develop their supplemental online markets, offering a direct path to increased economic stability and success.
Impacts
What was accomplished under these goals?
The primary objective of this reporting period was to investigate factors that deter South Carolina (SC) farms from adopting and effectively using digital commerce to market their products. The research involved three main activities: understanding the number of SC farms currently using e-commerce, conducting focus groups to identify barriers and accelerators, and designing a statewide survey to collect comprehensive data. SC Agricultural Sector and E-commerce Platforms South Carolina's agricultural sector operates as a dual-market system, where a small number of large producers dominate wholesale markets while most small, family-owned farms rely on direct marketing channels. Out of 22,633 farms in the state, 86.6% have sales under $50,000, accounting for only 2.7% of total sales. For these smaller farms, direct-to-consumer (DTC) marketing, especially through digital commerce, is becoming crucial for increasing profit margins and strengthening customer relationships. Currently, there is no specific data available on the number of SC farms using e-commerce. However, farms with an online presence use a variety of platforms that fall into three main categories: State-Sponsored and Regional Marketplaces: These platforms, like WeShopSC and Shop Local SC, are often used for brand visibility and contact information rather than for transactional e-commerce. Specialized Agribusiness E-commerce Platforms: Designed for the "farm-to-fork" supply chain, these platforms, such as Local Line and the Open Food Network, help manage agricultural sales and tackle unique logistical challenges. General E-commerce and Website Builders: Many farms use platforms like Wix.com for a simple and affordable online presence. Some farms use a hybrid approach, using a website for certain products but asking customers to contact them directly for others due to complex shipping or logistical issues. Focus Group Findings The research team conducted four focus groups with 58 farm-based businesses to understand their digital commerce usage, perceived benefits, and the barriers they face. Usage and Benefits Most participants have limited engagement with e-commerce, primarily relying on traditional, face-to-face sales methods like farmers' markets and roadside stands. While most farmers are comfortable with basic computer skills, they find more advanced digital marketing tasks, such as content creation and managing online platforms, to be challenging. For instance, in the first two focus groups, only a few of the 27 participants had websites, and none of the participants in the third and fourth groups engaged in online sales. Despite the low adoption, farmers view digital commerce as a "game-changer" with several key benefits, including time efficiency, expanded market reach, and flexibility in sales strategies. Farmers were particularly receptive to the idea of digital marketing as a collective effort, showing more enthusiasm for cooperative platforms than for individual online selling. Barriers and Challenges The farmers' enthusiasm was balanced by significant practical challenges. The main barriers to adoption include: Lack of Technical Skills: Farmers cited a lack of understanding of how to generate online business and use digital platforms effectively as a key barrier. Time and Effort: Creating and maintaining an online presence is time-consuming, which is difficult given their schedules. Cost Concerns: The additional expenses of online selling and website operation are a major deterrent, as farmers want a clear return on investment. Logistics: There are significant challenges in managing e-commerce logistics, such as specialized packaging and shipping. Infrastructure: Many farms lack the proper storage facilities and other resources needed to scale up sales online. Inventory Management: Farmers highlighted difficulties in updating product availability and linking websites to inventory systems in real-time. Volume Requirements: Some farmers feel they do not produce enough to make online selling economically viable. Despite these challenges, farmers expressed a strong interest in hands-on training, technical support, and simplified digital tools for inventory, shipping, and website development. Statewide Survey A statewide survey was designed to collect detailed data from small SC farms with an income between $1,000 and $250,000. The project aims to survey 1,000 farms using a mixed-method approach (mail, phone, and online) to achieve a 40% response rate. The survey has three key objectives: Digital Commerce Adoption: To measure the level of adoption, differentiating between online marketing and direct e-commerce sales. Digital Self-Sufficiency: To assess farm operators' technological and marketing skills to determine if a lack of skills is a primary barrier. Perceptions of Costs and Benefits: To gauge farmers' awareness of potential benefits and their perceptions of the costs and barriers involved. The data from this ongoing survey will be used to identify specific barriers and develop targeted training and support services.
Publications
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