Farmers markets’ transition to online sales during the COVID-19 pandemic

Case study of Sonoma and Marin counties, California

Abstract

In 2020, food supply chains faced unprecedented challenges due to the COVID-19 pandemic. Supply chain disruptions interfered with existing organiza­tional habits in local farmers markets and other direct-to-consumer (DTC) market channels. For some producers, DTC sales at farmers markets, roadside stands, and community supported agricul­ture (CSAs) increased, while others, such as restau­rants, distributors, and institutions, lost their wholesale clients. Online platforms helped increase the reach of farmers markets during the COVID-19 pandemic. Using a mixed methods approach, and connecting a variety of datasets, this study aims to understand the market landscape for Sonoma and Marin counties in California. Findings contrast with parallel trends at the national level. The paper makes policy recommendations for how online sales platforms can serve as assets to increase farmers markets’ customer pool and resili­ence of local food systems across communities.