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A. Direct Market Channel Across North Carolina, sales of food through direct market channels — farmers' markets, CSAs, buying clubs — continue to increase. However, they make up only a small percentage of total food sales. In 2009, a mere two percent of U.S. consumers reported purchasing the majority of their food at farmers markets." Yet as consumers continue to value detailed information about how and where their food is grown — information that is more likely to be available through direct market channels" — direct markets offer an opportunity for growth, both across the state and in Cabarrus County. Cabarrus has 37 farms that sell directly to consumers." This summary includes key points taken from telephone and in- person interviews with some of these vegetable and meat producers, as well as interviews with County Extension staff and small business owners selling locally - produced food through direct market channels. Questions were designed to assess challenges and opportunities associated with direct markets. Throughout the interview process related to all five market channels discussed below, the following questions received special attention: Which market channels are currently accessible to local farmers? What barriers do Cabarrus farmers face in accessing these markets? What factors contribute to success in accessing local markets? What resources are needed to expand local markets? Do opportunities exist for regional collaboration that leads to increased market access for local farmers? Farmers prefer direct markets As mentioned above, most small Cabarrus farmers sell through direct market channels, and many of these meat and produce farmers wish to continue serving direct markets. One farmer at the producer focus group commented, "I cannot think of one negative thing about a CSA. It's the best move my farm has ever made." These direct market venues are locally -led activities that do not require statewide oversight. Again, many local Cabarrus farmers are not interested in gaining the third party certification required to sell through other market channels, such as grocery stores or institutions. Many of these farmers are operating at a small scale that would make it difficult for them to access these channels, which require larger volume. Micro - aggregators offer opportunity forgrowth Food - buying clubs and CSAs offer opportunities for growth. One local food - buying club that sells beef, pork, chicken, vegetables and eggs from five producers, started with 45 people in its data- base in January 2010. Today the database includes more than 750 people from Cabarrus and nearby counties. Extension Agent David Goforth sees an opportunity for more CSAs in Cabarrus County. Plus, there is a potential market for more CSA operations to serve Charlotte customers because CSAs in Mecklenburg County often sell out early in the summer growing season. Both CSAs and food- buying clubs require certain skills to operate. Farmers must devote time to organizing these businesses, which often include web sites complete with online ordering. They also must provide on -going customer services, which can include opening the farm to visitors, making special deliveries and providing recipe suggestions. Farmers' market sales could be stronger Cabarrus farmers who sell at the Piedmont Market value the opportunity it offers to build name recognition and interact with consumers. Still, they report sales are not as strong as they would like them to be. The market is open five days during the week, alternating between four locations throughout the County, and yet farmers report that many customers find the hours inconvenient. Plus, farmers must take valuable time away from farming to attend the market, and some full -time produc- ers report that lifestyle farmers undercut their prices. One local food supporter from Charlotte reports that the most successful farmers markets in the region are the Matthews Market, the Atherton Market and the Davidson Market. All are community gathering places, where people come to socialize and buy produce, crafts, flowers, plants, and value -added products. Farmers serving these direct markets are looking for ways to expand their business, both by reaching new customers and using new models for distribution. Cabarrus County Food System AsAsessmentt nu / 1 1 -1 Page 641