Case study: Beavo’s Honey – to grow, or not to grow, that is the question

ABSTRACTThis case study explores how participation in affordable and accessible collective community marketing events such as Farmers’ markets, combined with the effective use of social media, can assist rural microbusinesses to prosper and grow. Farmers’ markets provide emerging ventures with an established marketplace, an existing customer base, an enduring physical and virtual presence, and access to support from market organizers and other vendors. However, ongoing participation in collective marketing activities may ultimately present a dilemma for the entrepreneur – whether to remain as a lifestyle venture or to grow into a more sustainable business.