The Handbook of Research on Entrepreneurship in Agriculture and Rural Development
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The Handbook of Research on Entrepreneurship in Agriculture and Rural Development

Edited by Gry Agnete Alsos, Sara Carter, Elisabet Ljunggren and Friederike Welter

The agriculture sector around the world has experienced profound changes in recent years. This unique and path-breaking Handbook draws together the best current research in the area of entrepreneurship in agriculture, food production and rural development.
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Chapter 13: Beware of Geeks Bearing Gifts? Online Latent and Untapped Outlets for Farmers’ Markets in South East Wales

David Pickernell, Christopher Miller, Julienne Senyard, Brychen Thomas and Richard Tunstall


David Pickernell, Christopher Miller, Julienne Senyard, Brychan Thomas and Richard Tunstall This chapter sets out to identify related issues surrounding the use of Information and Computer Technology (ICT) in developing relationships between local food producers and consumers (both individuals and businesses). Three surveys were conducted in South-East Wales to consider the overlapping issues. The first concerned the role of ICT in relationships between farmers’ market (FMs) vendors and their traditional customers. The second survey examined potential new markets for farmers in the propensity of restaurants and hotels to buy locally, the types and sources of purchases made and the modes of advertising of these businesses. The final survey focused on the potential to expand local web-based selling of farmers’ produce in the future, by examining the potential market of high ICT-use small hotels. Despite the development of tailored ICT facilities, farmers’ market vendors and current individual customers are antipathetic to them. In addition, whilst there is a desire for more local produce particularly amongst independent local restaurants and hotels, this has not been capitalised upon and there is much work to be done even amongst high ICT-use small hotels, to expand the range and scope of farmers’ markets. This raises the need for creation and utilisation of enhanced logistics, payment and marketing management capacity available through a web-based presence, linked to promotion of FMs in business-to-business (B2B) links with local restaurants and hotels. This linked quantitative research highlights the potential value in substantial development of both web portals and supporting...

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