Market engagement among U.S. elderberry growers : unpacking influence on market participation decision and intensity

Abstract

This study examines the marketing practices and attitudes of a sample of US elderberry producers, further exploring the determinants influencing their decision to engage in the elderberry market and the intensity of their participation. Findings show that a significant portion of the surveyed farmers (40 percent) refrained from marketing their elderberries. Active marketers predominantly sold berries, followed by propagules and other products, with on-farm sales being the primary outlet for about two-thirds of the respondents. Key challenges for elderberry operations included government regulations limiting medicinal promotion, a shortage of specialized equipment for mechanical harvesting, pests and diseases, and limited market access. Larger and more experienced farmers in the Southeast and Northeast were more likely to market elderberries. Higher income, experienced farmers, and those participating in farmers' markets, tended to market a higher number of elderberry products. The study concludes by suggesting policy directions for enhanced market participation among elderberry producers.