Farmers nationwide are capitalizing on recent changes in the farm sector and changes in American consumption, hoping that new patterns in how American consume can breathe new life into a shrinking industry.
For the past several generations, farming has been on a demographic decline. While production remains high due to new farm technologies and the growth of large-scale producers, the overall numbers of farmers has been consistently declining and the average age of American farmers has been rising (reaching 60 in some communities).
Some farmers, however, have been cheered by new consumer trends. Recent health scares have led many consumers to focus on local production. A recent US Department of Agriculture campaign also encouraged shoppers to visit their local farms. The result has been a rapid increase in farmers markets and in community supported agriculture programs, boosting local consumption and strengthening small, family farmers.
In addition, the recent local resurgence has led to the first increase in the total number of farmers since World War 2.
While it may be too soon to declare a new agricultural renaissance, farmers are hoping to take advantage of these changes to boost their sales. In addition to ramping up local advertising, some farmers are taking their campaigns to the media. In April, farmers launched Modern Farming, a magazine devoted to new hobbyist farmers, advertising local consumption and CSA programs, and featuring new, innovative farm technologies and techniques.
Again, while it may be too soon to reach broad conclusions, farmers hope that this is the beginning of an ongoing trend that can help reinvigorate the industry.
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Written by: Justin Ellison / Farm Plus Staff Writer