| PROJECT SUMMARY |
Hawaii’s agricultural production has evolved from plantation to “diversified” agriculture. Diversified production usually comes from relatively small farms with inadequate marketing power or knowledge. These smaller producers usually sell wholesale to processors, exporters or island distributors. Hawaii’s smaller farmers, when competing solely on price with a few very large Hawaii growers or larger mainland or international producers, face serious risk of unstable demand and low prices, often leading to returns well below their economic cost of production. This unsustainable situation also discourages local consumption of a more diverse range of tropical fruits, vegetables, meats and niche market products of interest to both residents and visitors.
A few creative, more innovative farmers and ranchers have developed direct marketing strategies that effectively reduce price risk. These producers offer examples of alternatives to the generalized situation in Hawaii. A DVD portrays nine success stories and demonstrates four underlying strategies. The DVD was used as the basis for two-hour educational workshops. Producers were shown the potential of appropriate risk management strategies to increase farm profitability and to reduce marketing risk. A copy of the DVD was provided to all workshop participants. Copies are currently available through Cooperative Extension offices and project collaborators, and it can be viewed on-line.
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| NUMBER OF PARTICIPANTS: 130 |
| TOPICS COVERED |
| Product and enterprise diversification |
| Marketing strategies, plans and clubs |
| Direct, wholesale, and processing markets |
| Contract production, branded or certified marketing, and value-added enterprises |
| Understanding of economic risks associated with new production technologies |
| Business and strategic planning |
