Rural consumer response to a food distribution innovation that connects farmers, retailers, and buyers

The Farm Fresh Food Box (F3B) strategy is a hybrid of direct-to-consumer (DTC) and short value chain models that aims to stimulate rural economies, creates an additional sales avenue for small farmers, provides rural grocery stores with increased foot traffic and overcomes barriers for rural consumers who are unable to access local food. The F3B project is a tri-state collaboration of extension and research partners from three states; two on the West Coast and one in the Northeast United States, involving small farmers and retailers from rural communities. This article analyzes F3B consumer surveys from 2 years of project implementation and contributes to the limited body of research on food box models by identifying benefits and barriers of the F3B strategy for consumers, comparing these findings to existing research on food box programs and other DTC market channels, and discussing implications for future model adjustment. Overall, consumers were pleased with all aspects of the F3B. However, the strategy had limited success with reaching a new demographic of local food consumers.