TY - JOUR
T1 - Producers marketing a novel crop
T2 - a field-level view of hemp market channels
AU - Hill, Rebecca
AU - Jablonski, Becca B.R.
AU - Van, Laney
AU - Wang, Ming
AU - Patalee, Buddhika
AU - Shepherd, Jonathan
AU - Leroux, Matt
AU - Mark, Tyler
AU - Mooney, Daniel F.
AU - Thilmany, Dawn
N1 - Publisher Copyright:
© 2023 The Author(s). Published by Cambridge University Press.
PY - 2023/4/17
Y1 - 2023/4/17
N2 - We assess emerging relationships between production decisions and market channel selection among a small sample of hemp growers (22) in Colorado and Kentucky using qualitative interviews. We found producers differences by market channel, product and state. For instance, producers who relied on intermediated marketing strategies cultivated more acres on average and used fewer distinct market channels and strategies than those relying on direct markets. Product differences were found regarding processing, storage and perishability. Respondents identified four factors critical to their choice of market channels for their hemp products: research, profitability, trust and knowledge. The findings can help inform public and private decision-making regarding best hemp marketing practices and future needs of the hemp industry.
AB - We assess emerging relationships between production decisions and market channel selection among a small sample of hemp growers (22) in Colorado and Kentucky using qualitative interviews. We found producers differences by market channel, product and state. For instance, producers who relied on intermediated marketing strategies cultivated more acres on average and used fewer distinct market channels and strategies than those relying on direct markets. Product differences were found regarding processing, storage and perishability. Respondents identified four factors critical to their choice of market channels for their hemp products: research, profitability, trust and knowledge. The findings can help inform public and private decision-making regarding best hemp marketing practices and future needs of the hemp industry.
KW - Colorado
KW - Kentucky
KW - farm bill
KW - hemp
KW - market channel
UR - http://www.scopus.com/inward/record.url?scp=85153368922&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85153368922&partnerID=8YFLogxK
U2 - 10.1017/S1742170523000145
DO - 10.1017/S1742170523000145
M3 - Article
AN - SCOPUS:85153368922
SN - 1742-1705
VL - 38
JO - Renewable Agriculture and Food Systems
JF - Renewable Agriculture and Food Systems
M1 - e22
ER -