Producers marketing a novel crop: a field-level view of hemp market channels

Rebecca Hill; Becca B.R. Jablonski; Laney Van; Ming Wang; Buddhika Patalee; Jonathan Shepherd; Matt Leroux; Tyler Mark; Daniel F. Mooney; Dawn Thilmany

doi:10.1017/S1742170523000145

Producers marketing a novel crop: a field-level view of hemp market channels

Rebecca Hill, Becca B.R. Jablonski, Laney Van, Ming Wang, Buddhika Patalee, Jonathan Shepherd, Matt Leroux, Tyler Mark, Daniel F. Mooney, Dawn Thilmany

Agricultural Economics

Research output: Contribution to journal › Article › peer-review

Abstract

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.

Original language	English
Article number	e22
Journal	Renewable Agriculture and Food Systems
Volume	38
DOIs	https://doi.org/10.1017/S1742170523000145
State	Published - Apr 17 2023

Bibliographical note

Funding 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.

Publisher Copyright:
© 2023 The Author(s). Published by Cambridge University Press.

Keywords

Colorado
farm bill
hemp
Kentucky
market channel

ASJC Scopus subject areas

Food Science
Agronomy and Crop Science

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10.1017/S1742170523000145

Cite this

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abstract = "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.",

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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 - Funding 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. Publisher Copyright: © 2023 The Author(s). Published by Cambridge University Press.

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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.

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KW - hemp

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Producers marketing a novel crop: a field-level view of hemp market channels

Abstract

Bibliographical note

Keywords

ASJC Scopus subject areas

Access to Document

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