Small Farm and Direct Marketing
Activities of the
Food and Resource Economics Department
(With Special Reference to
Fruits and Vegetables)
Brief Historical Sketch
The Food and Resource Economics Department of the University of Florida
has been actively involved with small farm management and marketing work
since 1975. Prior to 1975, the Department did carry out research and
extension programs for small farmers, but as an integral part of programs
for agricultural producers of various sizes--small, medium, and large.
Small farm and direct marketing work has been accomplished with several
FRED faculty members working independently, jointly with other economists,
and/or jointly with faculty in other IFAS units. The principal FRED
faculty participants have been Arden Colette, Bryan Wall, Chris Andrew,
and Robert Degner. The resignation of Bryan Wall and the reassignment of
Arden Colette's duties will cause changes in the overall Departmental
effort. However, the importance of the small scale-limited resource
farmer program has been reaffirmed by the Department in recent deliberations.
In addition, the farming systems activities of Visiting Professors Peter
Hildebrand and Elon Gilbert provide strong stimulus to innovative and
effective research and extension programs.
Contracts and Grants
1. Grantor: Ford Foundation
Title: "Preliminary Evaluation of the Agricultural
Cooperative Community Concept for the Foundation's
Office of Program Related Investments"
Date: December 1, 1977 September 30, 1978
Principal Investigator: W. Arden Colette
2. Grantor: USDA Federal Extension Service
Title: "Improving Efficiency of Direct Farmer-to-
Consumer Marketing in Florida"
Date: October 1, 1977 September 30, 1978
Principal Investigator: G. Bryan Wall
3. Grantor: USDA, ESCS
Title: "Appraisal of Impacts of Farmer-to-
Consumer Direct Marketing on Farmers' Financial
Return and Benefits to Consumers"
Date: September 15, 1978 September 30, 1980
Principal Investigators: R. L. Degner and
W. K. Mathis
Publications and Reports
Andrew, Chris 0. "Agricultural Policy Foundation Applied to Small Farm
Credit Concerns," Staff Paper 51, FRED, June 1977.
Colette, W. Arden. Economic Evaluation of the Agricultural Cooperative
Community Concept as Proposed by the Southern Development Foundation
for the Manatee County Area in West Central Florida, Research Report,
FRED, December 1978.
Colette, W. Arden. "The Relevance of Agricultural Policy Directed Toward
Small Farmers," Staff Paper 58, FRED, August 1977.
Colette, W. Arden. "Small Farm Oriented Agricultural Policy," American
Journal of Agricultural Economics, Vol 59, December 1977 (Abstract).
Colette, W. Arden. "Vegetable Crop Production Budgets for Small Farms in
North Florida 1976," Staff Paper 75, FRED, February 1978.
Colette, W. Arden and Edgar Arias. "Regional Terminal Market Growth
Potential for North Florida Produced Vegetables," Proceedings,
Florida State Horticultural Society, Vol 90, 1977.
Colette, W. Arden and G. Bryan Wall. "Evaluating Vegetable Production
for Market Windows as an Alternative for Limited Resource Farmers,"
Southern Journal of Agricultural Economics, Vol 10, December 1978.
Colette, W. Arden and G. Bryan Wall. "Is Production for 'Market Windows'
a Viable Alternative for Limited Resource Farmers?" American
Journal of Agricultural Economics, Vol. 60, December 1978 (Abstract).
Colette, W. Arden and G. Bryan Wall. Atlanta Direct Marketing Workshop.
Degner, Robert L. "Preliminary Findings: Direct Marketing of Beans;
Direct Marketing of Tomatoes; Direct Marketing for Strawberries;
Direct Marketing of Watermelons; Direct Marketing of Citrus; Direct
Marketing of Blueberries; Direct Marketing of Grapes." Unpublished
Report, Florida Agricultural Market Research Center, FRED, 1979.
Degner, Robert L. and Gervasio J. Cubenas. "A Direct Marketing Alterna-
tive for Tomatoes in South Florida," Proceedings, Florida State
Horticultural Society, Vol 91, 1979 (in press).
Fuller, Albert E. "Local Market Feasibility for Fresh Vegetables Produced
in Columbia, Hamilton, Madison, and Suwannee Counties." M.S. Thesis,
FRED, University of Florida, 1978.
Fuller, Albert and Chris 0. Andrew. "Vegetable Marketing and Production
in Columbia, Suwannee, Hamilton, and Madison Counties," Proceedings,
Florida State Horticultural Society, Vol 89, 1976.
Mathis, Kary and Robert L. Degner. "Grape Production in Florida--The
Current Marketing Environment," Marketing Research Center Staff
Report 77-3, FRED, Nov. 1977.
Rose, G. Normal. Florida Vegetables, Melons, Irish Potatoes, and
Strawberries--A Historic Data Series, Economic Report 85, FRED, May
Smith, Dennis K., George L. Brinkman, W. Arden Colette, Donald R. Orden,
and Evans R. Scyphers, Jr. "Working with Small Farm Operators,"
American Journal of Agricultural Economics, Vol 60, December 1978
Strain, J. Robert and W. Arden Colette. "Developing Your Own Marketing
Program," Proceedings, Florida State Horticultural Society, Vol 90,
Wall, G. B. Community Marketing Characteristics; Information for Community
Market Development, Extension Circular 1979 (in process).
Wall, G. Bryan. Marketing Methods and Alternatives for Small Scale
Commercial Vegetable Production, Fact Sheet 14, Florida Cooperative
Extension Service, June 1978.
Wall, G. B. Marketing and Planting Information for Vegetable Growers,
Fact Sheet 16, Florida Cooperative Extension Service, July 1978.
Wall, G. Bryan. "Production and Shipping of Florida Watermelons,"
Proceedings, Florida State Horticultural Society, Vol 91, 1978.
Wall, G. B. and D. S. Tilley. "Production Responses and Price Determina-
tion in the Florida Watermelon Industry," Southern Journal of
Agricultural Economics, 1979, p. 153.
Wall, G. B., R. D. Williams, and T. E. Crocker. Management of Pick Your
Own Direct Market Outlets, Extension Circular 1979 (in process).
Wall, G. B., R. D. Williams, and T. E. Crocker. Management of Roadside
Markets, Extension Circular 1979 (in process).