DIRECT MARKETING SURVEY
DIRECT SALES TO CONSUMERS
The value of all agricultural products marketed directly to consumers by New York producers in 2000 totaled over $230 million, more than twice the total in 1987. Almost 18 percent of the State’s farmers reported some direct sales and averaged $34,530 per farm selling direct. Direct sales to consumers accounted for 7.4 percent of all farm cash receipts.
Nursery and greenhouse products lead the way and accounted for 47 percent of the total, with direct sales of $107 million. Direct sales averaged $40,169 per producer selling direct. Direct marketing accounted for 34 percent of all cash receipts from nursery and greenhouse products.
Vegetables were second most important with 16 percent of the total. Direct sales totaled $36.7 million and averaged $16,238 per farm selling direct. Direct marketing accounted for 8 percent of all cash receipts for vegetable crops.
Fruits and berries placed third with direct sales of $36.7 million, or 16 percent of the total. Direct sales averaged $22,307 per farm selling direct and accounted for 18 percent of all cash receipts for fruits and berries.
Meat, poultry and dairy products were in fourth place with direct sales of $14.5 million, or 6 percent of the total. Direct sales averaged $8,682 per farm selling direct. Because most milk is sold wholesale, direct sales in this category accounted for only 0.7 percent of all cash receipts for these products.
Other agricultural products
such as maple, honey, cider, firewood, etc. accounted for $35.1 million in
direct sales. Direct sales averaged $13,002 per farm.
| Number of Producers Marketing Directly to Consumers, Average Sales per Farm, and Percent of Total Receipts Attributed to Direct Sales, New York, 1987 and 2000 |
||
| 1987 |
2000 |
|
| Number of Farms in New York |
40,500 |
38,000 |
| Number Direct Marketing to Consumers |
6,125 |
6,667 |
| Percent of Total |
15.1 |
17.5 |
| Total Direct Sales (000) |
$ 112,259 |
$ 230,213 |
| Average Sales Per Farm Selling Direct |
$ 18,328 |
$ 34,530 |
| All Farm Cash Receipts (000) |
$2,526,500 |
$3,125,415 |
| Direct Sales Percent |
4.4 |
7.4 |
| Fruit Direct Sales (000) |
$ 12,778 |
$ 36,673 |
| Number Selling Direct |
1,043 |
1,644 |
| Average Direct Sales |
$ 12,250 |
$ 22,307 |
| All Fruit Cash Receipts |
$ 143,711 |
$ 202,941 |
| Direct Sales Percent |
10.3 |
18.1 |
| Vegetable Direct Sales (000) |
$ 24,438 |
$ 36,681 |
| Number Selling Direct |
1,741 |
2,259 |
| Average Direct Sales |
$ 14,037 |
$ 16,238 |
| All Vegetable Cash Receipts (000) |
$ 261,112 |
$ 469,460 |
| Direct Sales Percent |
9.4 |
7.8 |
| Nursery and Greenhouse Direct Sales (000) 1/ |
$ 45,165 |
$ 107,275 |
| Number Selling Direct |
1,400 |
2,641 |
| Average Direct Sales |
$ 32,261 |
$ 40,619 |
| All Nursery and Greenhouse Cash Receipts (000) |
$ 208,046 |
$ 315,504 |
| Direct Sales Percent |
21.7 |
34.0 |
| Meat, Poultry and Dairy Direct Sales (000) |
$ 19,478 |
$ 14,465 |
| Number Selling Direct |
1,715 |
1,666 |
| Average Direct Sales |
$ 11,358 |
$ 8,682 |
| Meat, Poultry and Dairy Cash Receipts (000) |
$1,800,193 |
$1,930,727 |
| Direct Sales Percent |
1.1 |
.7 |
| Other Ag Products Direct Sales (000) 2/ |
$ 10,401 |
$ 35,119 |
| Number Selling Direct |
1,911 |
2,701 |
| Average Direct Sales |
$ 5,443 |
$ 13,002 |
| 1/ Includes Christmas trees in 2000. |
||
| 2/ Includes Christmas trees in 1987. |
||
NUMBER OF DIRECT
MARKETING PRODUCERS
The total number of New York producers doing direct marketing of some type in 2000 was 6,933 compared with 6,941 in 1987. This is 18 percent of all farms in the state. If farms with one or more milk cows are excluded, because only a few are involved in direct marketing, then nearly 1 of every 4 remaining farms does some direct marketing.
The survey indicated 6,667
producers were selling products direct to consumers and 1,866 were selling
direct wholesale. There were 5,064 with direct sales only to consumers, 266
only direct wholesale and 1,603 selling both to consumers and direct wholesale.
| Number of Producers Direct Marketing Agricultural Products by Category, New York, 1987 and 2000 |
|||||
| Category |
Number of Producers |
Percent of Total |
|||
| 1987 |
2000 |
1987 |
2000 |
||
| Direct to Consumers |
6,125 |
6,667 |
88 |
96 |
|
| Wholesale to Others |
2,734 |
1,866 |
39 |
27 |
|
| Total Direct Marketers |
6,941 |
6,933 |
100 |
100 |
|
| Direct to Consumers Only |
4,206 |
5,064 |
61 |
73 |
|
| Wholesale to Others Only |
815 |
266 |
12 |
4 |
|
| Direct to Consumers and |
1,920 |
1,603 |
27 |
23 |
|
| Wholesale to Others |
|||||
| Total Direct Marketers |
6,941 |
6,933 |
100 |
100 |
|
| 1/ Percentages do not add to 100 because of farms which conduct business in both categories. |
|||||
Number of Producers in Direct Marketing,
by Geographic Region,
New York, 1987 and 2000
| Region |
Direct |
Wholesale |
All |
|||||||||
| Number |
Percent |
Number |
Percent |
Number |
Percent |
|||||||
| 1987 |
2000 |
1987 |
2000 |
1987 |
2000 |
1987 |
2000 |
1987 |
2000 |
1987 |
2000 |
|
| Northern |
385 |
330 |
6 |
5 |
268 |
107 |
10 |
6 |
483 |
352 |
7 |
5 |
| Northeast |
120 |
267 |
2 |
4 |
50 |
89 |
2 |
5 |
122 |
271 |
2 |
4 |
| Western |
1,644 |
1,588 |
27 |
24 |
633 |
401 |
23 |
21 |
1,882 |
1,641 |
27 |
24 |
| Central |
881 |
1,198 |
15 |
18 |
450 |
323 |
17 |
17 |
990 |
1,236 |
14 |
18 |
| Eastern |
693 |
909 |
11 |
14 |
341 |
245 |
12 |
13 |
747 |
928 |
11 |
13 |
| Southwest |
642 |
568 |
11 |
8 |
248 |
189 |
9 |
10 |
721 |
605 |
10 |
9 |
| Southern |
446 |
505 |
7 |
8 |
80 |
122 |
3 |
7 |
452 |
519 |
7 |
7 |
| Southeast |
987 |
1,016 |
16 |
15 |
444 |
297 |
16 |
16 |
1,100 |
1,058 |
16 |
15 |
| Long Island |
327 |
286 |
5 |
4 |
220 |
93 |
8 |
5 |
444 |
323 |
6 |
5 |
| TOTAL |
6,125 |
6,667 |
100 |
100 |
2,734 |
1,866 |
100 |
100 |
6,941 |
6,933 |
100 |
100 |
WHOLESALE DIRECT MARKETING
by Type of Purchaser
A total of 1,866 producers were indicated to have sold products direct wholesale with a total value of $138 million. Nursery and greenhouse producers accounted for $75.3 million and 55 percent of the total. Vegetables ranked second with a value of $22.3 million and 16 percent of the total. Meat, poultry and dairy products totaled $13.6 million and 10 percent of the total. Fruits and berries sold wholesale direct were valued at $12.9 million, forest products, $2.4 million, and miscellaneous other products $10.9 million.
More than half of the
direct wholesale value was from sales to retail stores and totaled
$72.7 million. Direct wholesale to other growers totaled $56.0 million,
or 41 percent of the total. Direct sales to restaurants were indicated
to be $4.0 million, and to public institutions, $1.9 million. The
remaining sales were to schools and private institutions and totaled
about 3.1 million.
Number of Agricultural Producers Marketing
Products Directly, to Other Growers, Retail Stores,
Restaurants, Schools, Public or Private
Institutions, and Gross Value of Direct
Wholesale Sales, by Type of Purchaser,
New York, 2000
| Product |
Number |
Direct Wholesale Gross Value |
Value by Type of Purchaser |
|||||
| Other Growers |
Retail |
Restaurants |
Schools |
Public |
Private |
|||
| 1,000 dollars |
||||||||
| Fruit & Berries |
338 |
12,874 |
4,124 |
8,001 |
231 |
99 |
75 |
344 |
| Vegetables |
419 |
22,672 |
3,001 |
19,188 |
364 |
49 |
24 |
46 |
| Meat, Poultry & Dairy Products |
237 |
13,557 |
4,225 |
6,071 |
2,913 |
138 |
100 |
110 |
| Nursery & Greenhouse |
653 |
75,321 |
37,383 |
34,150 |
76 |
1,382 |
1,694 |
636 |
| Forest Products |
141 |
2,350 |
1,745 |
485 |
- |
- |
6 |
114 |
|
Miscellaneous |
438 |
10,931 |
5,502 |
4,848 |
399 |
44 |
28 |
110 |
| All Products |
1,866 |
137,705 |
55,980 |
72,743 |
3,983 |
1,712 |
1,927 |
1,360 |
IMPORTANCE OF DIRECT
MARKETING
Direct marketing producers were asked if the production and sale of agricultural commodities was their principal or supplemental source of income. Of the 6,933 producers 30 percent said their principal source of income was from agriculture.
The producers were also asked if direct marketing was essential,
important, or not important to the operation. Over half of the producers
said direct marketing was essential and slightly over a third said it was
important. Only 12 percent said it was not important to the operation.
| 1987 |
2000 |
|
| Number of Direct Marketers |
6,941 |
6,933 |
| Percent of Direct Marketers saying the production and sale of agricultural products was: |
||
| 1. Their principal source of income |
33 |
30 |
| 2. A supplemental source of income |
67 |
70 |
| Percent of Direct Marketers saying direct marketing was: |
||
| 1. Essential to the operation |
44 |
53 |
| 2. Important to the operation |
38 |
35 |
| 3. Not important to the operation |
18 |
12 |
Survey conducted in
cooperation with the New York State Department of Agriculture & Markets,
Nathan L. Rudgers,
Commissioner
The information presented in this brochure displays only the direct marketing highlights. For questions regarding the overall survey, methodology used, or for a copy of the full report, please contact:
NEW YORK AGRICULTURAL STATISTICS SERVICE
1 Winners Circle, Albany, New York 12235-0001
Telephone: (518) 457-5570
E-Mail: nass-ny@nass.usda.gov
Home Page: www.nass.usda.gov/ny