The potential of direct marketing within the transformation process to sustainable farming in Lower Saxony, Germany

Abstract

Family farms present the majority of farms worldwide, and their survival is crucial to support the growing world population. Preventing those farms from disappearing is therefore very important. These family farms face many challenges like high investments and high price volatility. Diversification in form of direct marketing can be one way to reduce these risks. Objective was to determine the state of direct marketing usage, faced challenges in a direct marketing system, which role counselling services play in that scenario and how farmers perceive sustainability in general and in context with direct marketing. These objectives were reviewed with a quantitative study conducted by an anonymous online survey. Provided to farmers of Lower Saxony by counselling rings, network “LandTouristik Niedersachsen”, network “Kompetenzzentrum Ökolandbau Niedersachsen” and the Chamber of Agriculture. Direct marketing usage had increased over the last years and did not depend on the way of farming. On farm direct marketing solutions like a farm shop were most popular, most likely because it can be a low-cost solution. Bureaucracy, marketing and economic viability are the major challenges in direct marketing systems and correlate with reasons why direct marketing was not used. These presented a clear work order for government, science and counselling services, and show a high potential in increasing farm sustainability. Counselling services presented to be only used if free options were exploited, which emphasized the importance of high quality counselling offers. Overall, on-farm factors stood in favor for diversification and in combination with the as important stated status of sustainability for farmers, direct marketing most likely holds potential to positively impact the transformation to sustainable farming in Lower Saxony