TITLE:
Farmers Market Survival in Appalachia during the COVID-19 Pandemic
AUTHORS:
Justice McAdoo
KEYWORDS:
Small Business, Farmer, Sustainability, Equity, Inclusion
JOURNAL NAME:
Open Journal of Business and Management,
Vol.10 No.5,
September
20,
2022
ABSTRACT: The farming industry contributed $134.7 billion to
the United States economy or roughly 0.6 percent of GDP. Farmers operating
during the COVID-19 pandemic faced challenges receiving funding, retaining
staff, and competing with national conglomerates. A value central to farmers
includes workable solutions to feeding communities. The problem for minority
farmers in Appalachia is magnetized when considering their lack of access to
resources. This article highlights minority farmers’ and farmers markets’
contributions to the region and their struggles. I interviewed members of
Organization X, a non-profit organization that seeks to provide multiple
resources for Kentucky farmers and families, to understand the resources and
barriers minority farmers in Appalachia encounter to during the COVID-19
pandemic. The best way to reach this understanding was to speak with
individuals working directly with minority farmers and famer’s markets. The
researcher was interested in understanding what resources minority farmers used
to survive in the Appalachian region due to the region’s poverty and recent
small business closures. This understanding could help farmers leverage
resources to reduce the impacts of external market forces. In a personal
interview, I asked representatives of the non-profit organization, Organization
X, “What barriers do minority farm owners
face in sustaining their operations? How has COVID-19 impacted minority
farmers and farmers markets? What has your organization learned in meeting the
needs of the community, and what are the future opportunities for farmers in
Appalachia?” I used the SET framework to provide an understanding on customer-farmer relationships. This research helps
further knowledge on tools minority farmers can use to sustain their businesses.