A digital divide in direct market farmers’ online sales and marketing: Early pandemic evidence from California

The use of the internet for sales and marketing has been on an upward trend in the past decade. The early stages of the COVID-19 pandemic prompted an increase in direct market farmers' use of online sales and marketing. This paper analyzes California direct market farmers' use of online sales and marketing technologies during the first ten months of the pandemic to understand (1) how their use interacted with farmers' sales and profitability and (2) which direct market farmers were more likely to use them. Research on farmers' access to online sales and marketing technologies is important since consumers increasingly use the internet to buy or find information about products. The findings are based on 364 responses to an online survey administered in January–April 2021 and 13 follow-up interviews conducted in September 2021–August 2022. We used quantitative and qualitative analyses to answer the following questions: (1) How did the use of online sales and marketing technologies interact with direct market farmers’ gross income and profitability between March–December 2020? (2) What barriers did direct market farmers face in accessing online sales and marketing technologies? And (3) What farm and farmer characteristics were most associated with using online sales and marketing technologies in 2020? Our findings show that, between March–December 2020, direct market farmers who had an online presence or added online sales after March 2020 were more likely to increase their sales and profitability than farmers who did not use online sales and marketing at all. However, farmers who used online sales at the start of 2020 and continued using it as a market channel were likely to increase their sales but not profitability. We argue that (1) using online sales and marketing technologies likely helped direct market farmers access markets during the pandemic, (2) there are barriers to accessing these technologies, and online sales may not be the right fit for all direct market farms, (3) many farmers need training and reliable internet to be able to navigate online technologies, and (4) more research is needed to understand how direct market farmers experience and navigate the trend toward market digitalization, and how this is related to already-existing inequalities among direct market farmers.