Direct selling: a qualitative analysis of farmers’ motivations, opportunities and constraints

A qualitative analysis of the reasons that lead farmers to adopt direct selling was carried out with a focus group of local farmers in Piedmont (Italy). The aim was to bring to light part of the producers’ behaviour usually unexplained through the analysis of farm and farmers’ observable characteristics. In detail, the group discussion was planned in order to analyse the personal motivations for the choice, the consequent changes in farm assets and organisation, and the main positive aspects and barriers the producers faced in engaging in direct selling. The results highlight that farmers’ motivations are mainly related to their general need to be free to decide about production techniques, prices and quality standards. Although engaging in direct selling brings about changes in farm assets, leads to higher costs, and requires higher skills and experience in cost and labour management, the results of a SWOT analysis showed overall favourable conditions to the adoption of such channels. Lastly, the prioritization of the items of the SWOT matrix helped to identify the items that could be more effectively used as levers in order to design appropriate policy measures aimed to support the adoption of direct-marketing channels.