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This paper examines the use by California’s direct market farmers (DMFs) of online sales and market­ing during the early onset of the COVID-19 pan­demic in the United States, from March through December 2020. The pandemic caused market dis­ruptions that accelerated the trend toward market digitalization. This paper reports quantitative find­ings based on 364 responses to an online survey of DMFs in California and qualitative findings from participant observation and 33 semi-structured interviews with DMFs and technical assistance providers. We found that online sales and market­ing tools, such as social media and websites, were important for withstanding economic disruptions associated with the pandemic, and farmers who had an online presence were more likely to increase their sales and profitability during its early onset. However, we also found that many farmers lacked the necessary resources to access these tools and use them effectively, and that technical assistance providers experienced challenges in helping farm­ers with online technology use. We argue that DMFs need reliable access to the internet, as well as advice, resources, and training to access and benefit from online sales and marketing tools. These resources must be available in languages other than English (e.g., Spanish). Research-informed programs and policies can help DMFs navigate market digitalization and strengthen their resilience to future economic disruptions.

Agricultural science necessarily involves a commitment to some form of humanitarian and environmental ethics. For the past century, agricultural science has been based on a productivist ethic of maximizing agricultural production in pursuit or support of food security. Recognition of the ethical and political disposition of contemporary agricultural science can help scientists reorient their work to better address the urgent problems of the upcoming century: environmental degradation, climate change, and social inequality. A commitment to solving these problems is well within the scope of modern agricultural science. Supporting and furthering multidimensional food systems should replace productivism as an explicit goal of agricultural development and scientific innovation.

Agricultural science necessarily involves a commitment to some form of humanitarian and environmental ethics. For the past century, agricultural science has been based on a productivist ethic of maximizing agricultural production in pursuit or support of food security. Recognition of the ethical and political disposition of contemporary agricultural science can help scientists reorient their work to better address the urgent problems of the upcoming century: environmental degradation, climate change, and social inequality. A commitment to solving these problems is well within the scope of modern agricultural science. Supporting and furthering multidimensional food systems should replace productivism as an explicit goal of agricultural development and scientific innovation.

ContextThe COVID-19 pandemic caused significant shocks to U.S. food systems at multiple scales. While disturbances to long-distance supply chains received substantial attention in national media, local supply chains experienced mixed impacts. As broad closures of schools, restaurants, and other businesses sourcing from local farmers removed key marketing channels for many direct market farmers, consumer interest in Community Supported Agriculture (CSA), farmers markets, and on-farm and online direct farm sales increased.ObjectiveIn this paper, we examine the resilience and vulnerability of farmers during the March 2020 through December 2020 period of the COVID-19 pandemic. We focus on California farmers and ranchers engaged in direct market sales.MethodsThrough a widely disseminated survey, we collected responses from 364 farmers and used these data to answer the following questions about direct market farmers in California: 1) What were direct market farmers' experiences of the pandemic from March 2020 through December 2020? 2) Which factors (e.g., relationships, institutions, market channels) did farmers report enhanced their resilience during the pandemic? 3) Which individual and operational factors were significantly associated with resilience during the pandemic? And finally, 4) how do the farmer-reported factors compare to the statistically significant factors associated with resilience? We created three dependent variables-ability to respond to the pandemic, concern about pandemic impacts, and change in profitability-to operationalize several aspects of resilience and examine their association with individual and operational characteristics through a series of ordered logistic regression models.Results and conclusionsAcross both the quantitative models and the farmer reported factors, we found that farmers who increased their use of online sales and marketing during the first year of the pandemic, had larger-scale farms, and had more on-farm crop and livestock diversity were more resilient to the shocks of the pandemic. We also found that greater use of non-direct-to-consumer market channels was associated with less resilience. The characteristics of the farming operations played a relatively larger role in predicting resilience compared to the individual characteristics of the farmers surveyed.SignificanceThis study gives a detailed picture of how California direct market farmers fared during the pandemic and the characteristics associated with greater resilience. As short and long-term disruptions become increasingly common in agriculture, policies and programs can leverage support to direct market farmers, particularly direct-to-consumer farmers, as a strategy to strengthen farmer resilience.