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.
|Journal||Renewable Agriculture and Food Systems|
|State||Published - Apr 17 2023|
Bibliographical noteFunding Information:
The authors thank the hemp growers that participated in the research. This research is based on work supported by the USDA Agricultural Marketing Service. The findings and conclusions in this publication are those of the authors and should not be construed to represent an official USDA or US Government determination or policy.
© 2023 The Author(s). Published by Cambridge University Press.
- farm bill
- market channel
ASJC Scopus subject areas
- Food Science
- Agronomy and Crop Science