Beware of geeks bearing gifts? Online latent and untapped outlets for farmers' markets in South East Wales

Pickernell, David, Miller, Christopher J., Senyard, Julienne M., Thomas, Brychan, & Tunstall, Richard (2011) Beware of geeks bearing gifts? Online latent and untapped outlets for farmers' markets in South East Wales. In Agnete Also, Gry, Carter, Sara, Ljunggren, Elisabet, & Welter, Friederike (Eds.) The Handbook of Research on Entrepreneurship in Agriculture and Rural Development. Edward Elgar, Cheltenham, pp. 218-237.

View at publisher


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 logistics to exploit this potential in the future.

Impact and interest:

0 citations in Scopus
Search Google Scholar™

Citation counts are sourced monthly from Scopus and Web of Science® citation databases.

These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.

Citations counts from the Google Scholar™ indexing service can be viewed at the linked Google Scholar™ search.

ID Code: 43320
Item Type: Book Chapter
Additional URLs:
Keywords: Farmers Markets, Information and Computer Technology, South East Wales
ISBN: 9781848446250
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300) > Small Business Management (150314)
Divisions: Current > Research Centres > Australian Centre for Entrepreneurship
Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Management
Deposited On: 14 Jul 2011 21:42
Last Modified: 06 Jan 2016 03:54

Export: EndNote | Dublin Core | BibTeX

Repository Staff Only: item control page