Direct-to-Consumer & Consumer Education
2025 NH Food and Agriculture Strategic Plan
The Direct-to-Consumer & Consumer Education brief the unique opportunities and challenges facing direct-to-consumer markets and consumer education efforts. Direct-to-consumer markets are defined as any market where farmers, fishermen, or food producers sell their products directly to consumers, including at farmers’ markets, farm stands, fish markets, and through Community Supported Agriculture/Fishery shares. Consumer education is defined as the efforts made to educate and raise awareness among Granite Staters about the economic, social, and environmental significance of participating in local and regional food systems. This Market brief is one of 27 briefs created as part of the NH Food and Agriculture Strategic Plan.
What's at Stake?
New Hampshire’s direct-to-consumer markets are crucial to our economy, providing essential income for farms, fisheries, and other food producers. These markets support thousands of jobs, keep dollars in the state, and strengthen our communities. However, direct-to-consumer markets can be less convenient and perceived as more expensive than mainstream markets. Educating consumers about the value of participating in direct-to-consumer markets and local food systems at large is key to increasing purchases and inspiring engagement. With 92,000 people employed in New Hampshire’s food system and $14.2 billion in sales,1 the stakes are high. An increased presence of supportive and unified local food marketing will boost farmer confidence in their sales potential and increase agricultural growth throughout New Hampshire.
Current Conditions: Direct-to-Consumer
Direct-to-consumer markets, such as farmers’ markets, Community Supported Agriculture shares (CSAs), fish markets, and farm stands, are vital to New Hampshire’s local food system. While direct-to-consumer sales make up only 0.4% of total food sales, they account for 11.3% of local food sales in New Hampshire, representing the third largest market channel for local food sales,2 emphasizing a specialized role and potential for growth for direct-to-consumer markets.
While half of New Hampshire residents buy local food at least a few times a month, this varies by county.3 A majority of the population buys local food in a recreational way, rather than in routine shopping.4 New England consumers prioritize taste, quality, and affordability when purchasing food, rather than solely focusing on whether the food is local or not.5 By emphasizing these attributes in marketing and messaging, direct-to-consumer markets can attract a broader range of consumers.
Nutrition incentive programs, like Granite State Market Match and Double Up Food Bucks, play a crucial role in increasing accessibility to these markets, allowing low-income residents to purchase fresh local food, which provides a wider customer-base for local producers. New Hampshire has significant potential to expand its direct- to-consumer markets, transforming farmers’ markets, CSAs, fish markets, and farm stands into thriving hubs for local food businesses.
Challenges & Opportunities: Direct-to-Consumer
Challenges
> Accessing local food is often less convenient and perceived as more expensive than mainstream alternatives. Studies indicate that prices at direct-to-consumer outlets can be competitive with, or even lower than, those at grocery stores.6
> Many small producers do not have the technology or skills needed to effectively market their products online, limiting their customer reach.
> Many farmers’ markets do not have enough funding for professional management and marketing. There is currently no statewide support organization for farmers’ markets or CSAs.
> Complex and inconsistent regulatory requirements at the local level creates obstacles for small producers seeking to expand their direct-to-consumer operations. For example, vendor licenses are often not transferable between farmers’ markets, adding unnecessary administrative burdens for producers selling across multiple towns. A lack of coordinated, state-level programs to streamline regulations or promote direct-to-consumer operations further hinders growth.
> Choice and variety in many direct-to-consumer markets is limited or not applicable for many low-income households and communities of color.
Opportunities
> NH Eats Local Month is a local food promotion program hosted by a statewide network of organizations focused on local food marketing and coordinated by the NH Food Alliance. NH Eats Local Month leverages strategic partnerships with businesses and organizations in and outside of the food system to support more demand for direct-to-consumer markets and expand consumer education related to local food.
> Despite a lack of statewide support or coordination, there are many thriving farmers’ markets, farm stands, and CSAs, as well as regional examples of collaboration and support for all.
> There is demonstrated interest in place-based branding by New Hampshire state agencies, such as the NH Department of Business and Economic Affairs, Division of Travel and Tourism, and other food systems leaders.
> 60% of New Englanders say that local food is important to them.7
> There is interest, energy, and research around collaborative marketing initiatives and innovative partnership models among farmers, markets, and regional food networks.
Current Conditions: Consumer Education
Consumer education is crucial to sustaining New Hampshire’s local food system, as it raises awareness for the benefits of direct-to-consumer markets and increases the demand for local food. However, many residents are unclear about what qualifies as “local food,” leading to confusion and inconsistent support for local producers.8
The perception that local food is more expensive and less convenient than food in the grocery store further influences consumer behavior, particularly among those with limited budgets. Additionally, low-income, immigrant, and racially diverse communities are more likely to face limited access to local food.9 Effective consumer education must address structural barriers, such as limited access to markets accepting SNAP/WIC benefits, while ensuring diverse communities see themselves represented in local food marketing campaigns.
As climate change increasingly affects our food system, the need for effective consumer education is growing. Public campaigns that highlight the role of local food in building resilience against climate-related disruptions are critical.10 Programs such as farm to school, local food festivals, and awareness-building campaigns have also made progress in this area, but more can be done.
Challenges & Opportunties: Consumer Education
Challenges
> Misleading marketing by large companies misusing the term “local” creates confusion for consumers, reducing support for truly local food.
> Current educational efforts and programs are limited and often do not have the funding or coordination needed to effectively reach a wide audience.
> Socioeconomic disparities and limited public engagement resources make it difficult for all residents to benefit from local food education.
Opportunities
> Connecticut’s Buy CT Grown campaign, which significantly boosted consumer engagement with local food, is an example of a public awareness building campaign that educates about the benefits of local food to create a more informed and supportive customer base.
> Schools, community centers, and public spaces can be used to share educational materials and host events that promote local food systems and reach a broader audience.
> New Hampshire’s ability to engage diverse audiences is an asset, as educational programs and coalitions are increasingly tailored to meet the needs of various populations, including the Indigenous NH Harvest Calendar, NH Harvest of the Month program, the Cooking Matters program, and NH Hunger Solutions’ Food Access Coalitions.
Summary
Direct-to-consumer markets and consumer education are key parts of New Hampshire’s food system. Direct-to-consumer markets are crucial to the success of small and medium-sized farms, providing economic benefits and fostering community connections that wholesale channels can not offer. However, these markets face serious challenges, including competition from large retailers, economic disparities, and the ongoing impacts of climate change. Consumer education is essential for building a strong local food culture, raising awareness about the benefits of supporting local agriculture, and tackling barriers to accessing local food.
As New Hampshire looks to strengthen its food system towards long-term resilience and sustainability, a coordinated effort to enhance both direct-to-consumer markets and consumer education is required, in addition to an increase of local food availability in the mainstream grocery sector and the employment of collaborative marketing and distribution. By adopting the recommendations outlined, New Hampshire can build a more inclusive, equitable, and resilient food system that supports its farmers and meets the diverse needs of Granite Staters.
Recommendations
Organizations working on this issue
Authors
Lead Author
Shawn Menard, Executive Director, Seacoast Eat Local
Contributing Authors
Hanna Flanders, Director of Community Engagement, Kearsarge Food Hub
Analena Bruce, Ph.D., Assistant Professor of Food Systems, Department of Agriculture, Nutrition & Food Systems, University of New Hampshire
Colleen Jennings, Communications Coordinator, NH Food Alliance, Sustainability Institute, University of New Hampshire; Market Manager, Salem NH Farmers’ Market
David Trumble, Farmer and Production Manager, Local Harvest CSA
This brief was developed through a participatory process led by the NH Food Alliance, a program of the University of New Hampshire. The brief content is comprised of the opinions, perspectives, and information gathered by the authors and participants, and does not necessarily represent those of the NH Department of Agriculture, Markets, and Food or the NH Food Alliance.
Head to the NH Food and Agriculture Strategic Plan main page to read more briefs, browse recommendations and learn how the strategic plan was created.
References
1 New England Food System Planners Partnership. New England Feeding New England. New Hampshire State Brief. Nefoodsystemplanners.org. Published 2023. Accessed September 25, 2024. https://nefoodsystemplanners.org/wp-content/uploads/NEFNE-NEW-HAMPSHIRE-State-Brief.pdf
2 Richardson, S. Harlow, A. Cardwell, N. Porter, K. New Hampshire Local Food Count. New England Feeding New England. Nefoodsystemplanners.org. Published September 2024. Accessed September 25, 2024. https://nefoodsystemplanners.org/wp-content/uploads/New-Hampshire-Local-Food-Count_2022.pdf
3 Carson, J. Bruce, A. Leslie, I. Half of New Hampshire Residents Buy Local Farm Food at Least a Few Times a Month, But Engagement Varies by County. UNH Carsey School of Public Policy. Carsey.unh.edu. June 23, 2021. Accessed September 25, 2024. https://carsey.unh.edu/publication/half-new-hampshire-residents-buy-local-farm-food-least-few-times-month-engagement-varies-county
4 Bruce, A. Carson, J. Stokes-Ramos, H. Webb, S. Zheng, C. Neidecker, E. Leslie, I. Boege, S. Aytur, S. Hamilton, L. UNH Carsey School of Public Policy. Examining Perspectives of New England Farmers Markets. Unh.edu. Published September 2023. Accessed October 2, 2024. https://www.unh.edu/unhtoday/2023/08/reimagining-new-england-farmers-markets
5 Bruce, A. Webb, S. Carson, J. Zheng, C. Neidecker, E. Leslie, I. UNH Carsey School of Public Policy. Enhancing public engagement in alternative food networks. Colsa.unh.edu. Published September 2023. Accessed October 2, 2024. https://colsa.unh.edu/resource/enhancing-public-engagement-alternative-food-networks
6 Rodriguez, O. Torres, A. Horticulture & Landscape Architecture Are Local Tomatoes More Expensive? A Comparison of Price Trends between Farmers Markets and Grocery Stores. Extension.purdue.edu. Published 2018. Accessed November 22, 2024. https://www.extension.purdue.edu/extmedia/HO/HO-300-W.pdf
7 Bruce, A. Carson, J. Stokes-Ramos, H. Webb, S. Zheng, C. Neidecker, E. Leslie, I. Boege,S. Aytur, S. Hamilton, L. UNH Carsey School of Public Policy. Examining Perspectives of New England Farmers Markets. Unh.edu. Published September 2023. Accessed October 2, 2024. https://www.unh.edu/unhtoday/2023/08/reimagining-new-england-farmers-markets
8 Carson, J. Bruce, A. Leslie, I. Half of New Hampshire Residents Buy Local Farm Food at Least a Few Times a Month, But Engagement Varies by County. UNH Carsey School of Public Policy. Carsey.unh.edu. Published June 23, 2021. Accessed September 25, 2024. https://carsey.unh.edu/publication/half-new-hampshire-residents-buy-local-farm-food-least-few-times-month-engagement-varies-county
9 Carson, J. Mapping the Food Landscape in New Hampshire. UNH Carsey School of Public Policy. Carsey.unh.edu. Published June 11, 2019. https://carsey.unh.edu/publication/mapping-food-landscape-new-hampshire
10 New England Feeding New England. New England Food System Planners Partnership. A Regional Approach to Food System Resilience. Nefoodsystemplanners.org. Published May 2023. https://nefoodsystemplanners.org/wp-content/uploads/NEFNE_Executive-Summary.pdf
