Presentation Transcript

1. AgCache: Agribusiness Opportunities Through an Agricultural-Focused Geocache Program

   Katie DuBreuil Masters Thesis: Part I April 5, 2013
2. Overview of the AgCache Program Started in 2010 Based on the interactive geocaching game Geocaching: A hide and seek game where participants must locate hidden geocache in a specified location with the use of a GPS device AgCache program offers a website advertising only geocache sites that are considered “agriculture-supporting” Currently only in Virginia Examples: pick-your-own operations, farmers’ markets, Virginia Farm Bureau, and Southampton Agriculture & Forestry Museum Sources: http://www.geocaching.com and http://www.agtually.com
3. Importance of this Study New direct marketing tool for agricultural organizations Potential new customer base and market opportunities for small farmers Easy adoption for other agricultural organizations nationwide Supports the small farmer Promotes agritourism Promotes demand for local foods Educational activity for consumers Promotes support for the agricultural industry
4. Background Source: USDA, Economic Research Service, compiled from Census of Agriculture data (U.S. Department of Commerce, U.S. Census Bureau, 1981; USDA, NASS, 2009).
5. Background The Big Picture: Small farms (under $250,000 gross cash farm income) accounted for 91 % of all farms and 23% of total agricultural production in 2007(Hoppe et al., 2010). Number of small farms declining, and production shifting towards large commercial farms (Hoppe et al., 2010). Alterative on-farm business ventures (non-commodity production) for small farms to offset financial burdens (Vogel, 2012). Small farms accounted for over 90 % of all farms reporting income from agritourism and direct-to-consumer sales of local foods (Vogel, 2012). In 2007, roughly 93 % of the 47,000 farms in Virginia were considered “small” (Vilsack, 2007).
6. Objectives: To collect and evaluate the experiences of those hosting an agricultural-focused geocache in Virginia To identify and evaluate the potential supply, and constraints to the supply, of additional agricultural-focused geocache sites in Virginia.
7. Two Phase Analysis Phase I: Qualitative Analysis Interview AgCache creators and current AgCache sites Relevant themes Overall recommendation and goals Phase II: Quantitative Analysis Survey potential AgCache sites in Virginia Interest in hosting an AgCache site Overall concerns and appeals of program
8. Phase I: Hypotheses Current AgCache sites experience additional benefits from the implementation of an AgCache. (e.g., increase in visitors, increase in revenues) Current AgCache sites will recommend the implementation of an AgCache to other agricultural sites.
9. Phase I: Methods & Data Analysis Data Collection Data Analysis Reviewed transcripts and project’s objectives to identify relevant themes Transcriptions coded by relevant themes Organized and qualitatively analyzed data according to themes. Contact information for AgCache sites provided by AgCache creators Initial contact through email to establish interview day and time Open-ended questionnaire In-depth telephone interview Audio-recorded and hand-written notes Interviews transcribed
10. Phase I: Qualitative Results AgCache Creators Motivation Increase the supply of geocaches in agricultural areasand to promote the agricultural industry Goals Increase the number of AgCaches each year and eventually want AgCache to become a multi-state/national program Constraints Time to establish AgCache sites, volunteer program, and time to advertise program Current AgCache Sites Relevant themes: Benefits to AgCache Program Results: No costs, small time commitment, no drawbacks Constraints to AgCache Implementation Results: None reported Connection between AgCache implementation and business’s growth Results: Business continuing to grow each year; cannot contribute business’s growth specifically to AgCache Recommendation of AgCache Program Results: All current sites recommend the program to other agricultural sites.
11. Phase II: Quantitative Analysis Survey of potential AgCache sites “Agricultural-supporting organizations” in Virginia Only Virginia : current location of AgCache program Potential Supply: Hard to estimate given broad scope of potential sites Examples: Agricultural farms, bed and breakfasts, wineries, farm stays, food production facilities, agricultural associations, etc.
12. Information to Participants about AgCache Program Geocaching is a modern “hide and seek” game where participants use a GPS device to locate hidden locations called geocaches. Most geocaches are located in state parks, and cultural and historic sites. AgCache is a program established in Virginia specifically to promote agricultural geocaches. AgCache sites include the Virginia Farm Bureau, and the Southampton Agriculture and Forestry Museum. At present, the AgCache creators set up all the geocache sites and supply all needed materials. There are no costs to joining the AgCache program.
13. Phase II: Potential Hypotheses Agricultural organizations that have customers visit their physical locations will be more interested in hosting an AgCache site. Agricultural organizations that have internet access will be more interested in hosting an AgCache site. Agricultural organizations with high gross sales will be less interested in hosting an AgCache site.
14. Phase II: Methods Data Collection Data Analysis Online surveys collected and coded in Qualtrics database Paper surveys coded and entered into an Excel spreadsheet; data cleaned Online and paper survey responses tested; combination of paper and online responses dependent upon statistical testing. Questions pinpointing demographics, marketing techniques, customer base, technological exposure, knowledge of AgCache program. Survey pretested at Networking Agricultural Farm Direct Marketing Association (NAFDMA) conference Survey refined and distributed via an open and closed-ended online or paper survey Participants contacted via email or in-person contact Online survey distributed through various VA agricultural associations (VA Coop. Extension, VA Farm Bureau, VA Beginning Farmers Mentor Program, etc.) and by personal email Paper survey distributed at agricultural conferences in Virginia.
15. Phase II: Data Analysis y = α0 + 0 + 1 (AnnualGross) + 2 (Internet) + 3 (Visit) …. +  y = 1, 2, and 3 Dependent Variable : Interest in hosting an AgCache site y = 1 = Not at all interested and Slightly interested y = 2 = Somewhat interested y = 3 = Very Interested and Extremely Interested Other options: Don’t know , Need more information Possible Independent Variables: Annual Gross Income, Internet Access, Customers Visit Site, Prior Knowledge of Geocache and AgCache , Customers Purchase Products
16. Phase II: Our Sample 231 Observations collected thus far
17. Phase II: Descriptive Statistics
18. Phase II: Preliminary Results
19. Conclusions Preliminary results for Phase II are promising! More results and analysis to come!
20. References Selected Hoppe, R.A. and D.E. Banker. Structure of Finances of U.S. Farms. U.S. Department of Agriculture, Economic Research Service. Bul. No. 66. July 2010. Hoppe, R.A., MacDonald, J.M., and P. Korb. Small Farms in the United States. Persistence Under Pressure. U.S. Department of Agriculture, Economic Research Service. Bul. No. 63. February 2010. Vilsack, T. 2007 Census of Agriculture. Virginia Summary and State Data. U.S. Department of Agriculture. National Agricultural Statistics Service. 1, Part 46. December 2009. Vogel, S. Multi-Enterprising Farm Households: The Importance of Their Alternative Business Ventures in the Rural Economy. U.S. Department of Agriculture, Economic Research Service. Bul. No. 101. October 2012.
21. Thank you!