Farmers Markets Marketing Strategies in the Digital Era in the USA
Bibliographic record
Abstract
The COVID-19 pandemic significantly disrupted agribusiness operations nationwide. This study analyzed text data from the websites of 200 farmers markets across the United States using a “Text Mining Analytics” approach. We created word clouds to examine three key aspects of farmers markets: (i) digital marketing strategies adopted in response to the pandemic, (ii) popular products sold, and (iii) market operating days and times. Our findings revealed a notable increase in online presence and identify effective digital promotional strategies, such as the use of Facebook, websites, Instagram, Twitter (now X), and blogs. Additionally, we highlighted the most popular products available at farmers markets, including tomatoes, baked goods, peppers, apples, plants, and lettuce. Furthermore, we found that Wednesdays, Thursdays, Saturdays, and Sundays are favored operating days. This research offers valuable insights for policymakers, market managers, and vendors, aiding them in making informed decisions.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.001 | 0.002 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.001 | 0.003 |
| Science and technology studies | 0.001 | 0.000 |
| Scholarly communication | 0.002 | 0.002 |
| Open science | 0.000 | 0.001 |
| Research integrity | 0.000 | 0.000 |
| Insufficient payload (model declined to judge) | 0.002 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".