Motivations for crop diversification and sales methods on organic farms in Virginia

In a difficult time for small farms across America, organic farming has managed to grow. With growing potential in marketing organic produce, it is important to protect the viability of small organic farms at the heart of the movement. The first research objective was to find out what motivates the growers to pursue crop diversification. Organic farmers have more control over their sales outlets than many conventional farmers. They often have the opportunity to sell to multiple buyers through direct marketing and through wholesale or retail. The second research goal was to determine the factors that affect decisions about sales methods. Research was pursued using a case study method. Over the course of the summer, data were collected from ten farms, a marketing organization, and a research facility located in Virginia. While marketing was clearly the primary motivation for crop diversification on the organic farms that I visited, the growers were well aware of the biological benefits from expanding their crop selection. Soil health and beneficial insect populations rose, while insect pest populations and plant disease fell due to the crop diversification. The second research query examined how growers decide where to sell their produce. Each method offers benefits to the grower, but choosing only one strategy prohibits the growers from reaping the benefits of the rest. Direct marketing is more profitable, but wholesale requires less labor. Personal preferences also play into sales decisions.