|Whitewater River Valley Agricultural Market Search|
Department of Landscape Architecture
Ball State University
John Vann, Ph.D.
Whitewater River Valley Agricultural Market Search focuses on the identification
of regional markets for diversified agricultural products and the local
agricultural community's potential to meet these demands. Wayne County,
Indiana and portions of surrounding counties make up the survey region
for this project.
The project was primarily funded by the Indiana Commissioner's office for Agriculture and Rural Development and is based on earlier work completed through the Center for Energy Research Education and Service at Ball State University.
primary goal of this project was to determine the potential market for
locally grown, diverse food products that are currently imported from outside
the study region. The project relied on a survey of food buyers within
a forty-two-mile radius of the Richmond/Wayne County, Indiana region. The
agricultural market survey was developed with the assistance of RPM Systems
of New Haven, Connecticut.
A secondary goal was to determine the willingness of Wayne County farmers to meet some of the demonstrated demand for the diverse food products. Finally, the project was intended to identify both buyers and growers concerns regarding the risks and technical requirements of entering the potentially profitable, locally produced diversified markets.
Equipped with this information, the agricultural community, working with other economic development sectors of the local communities can begin to develop strategies to meet regional demand. The process and tools used for this project are easily transferable to other communities
A case for diversified agriculture
Historic precedents for agricultural
Greatest local market potential
Barriers to purchasing locally
Grower questionnaire results
Appendix A - Survey Materials
Newsletter, spring 1994
Buyer cover letter and questionnaire
Newsletter, summer 1994
Grower cover letter and questionnaire
Appendix B - Comparing Local Purchases
to Total Purchase for Each Category
Fresh fruits and nuts
Fresh poultry, fish and game
Other fresh meats
Grains and seeds
Appendix C - Local Purchases, Total
Current Purchases, and Untapped Market
Potential for Each Survey Item
of the data clearly shows potential for local market development of diversified
agricultural products. Of the crop categories listed in the survey, grains,
fresh meats, vegetables, and processed foods are the products purchased
in the highest quantity by buyers who indicated a willingness to purchase
the same products locally if available. The total value of all crops and
processed items are the survey that are currently imported and that the
62 buyer respondents are willing to purchase local is $2.9 million. This
report does not extrapolate the identified market value to a projected
state-wide value, but similar results in other communities could be anticipated.
A wider range of value-added products would likely increase the total market
interest as well.
The summary report concludes with Action Recommendations and contains extensive bar charts showing survey results.
Author | Last Modification: June, 1998 | Technical comments to the Webmaster
Ball State University practices equal opportunity
in education and employment and is strongly and actively committed to diversity
within its community.
Links contained in this file to information provided by other organizations are presented as a service and neither constitute nor imply endorsement or warranty.