NOFA-VT Announces Consumer Behavior Study

Vermont’s organic farmers aim to determine what trends influence buyers’ shopping decisions when purchasing directly from farmers.

Richmond, VT - September 5, 2017. Matrix Marketing Group is partnering with Northeast Organic Farming Association of Vermont (NOFA-VT) to conduct a consumer behavior research project, focused on discovering the trends that influence when consumers purchase from Vermont's direct markets. These direct markets include farmers markets, farm stands, and Community Supported Agriculture (CSA).

A critical player in the local and organic food movement in Vermont since the early 1970s, NOFA-VT aims to develop a better understanding of the buying behaviors surrounding local and organic foods. Direct markets currently face increased competition both from each other and from other retailers vying for the same customers. This consumer behavior study will provide NOFA-VT with actionable suggestions for a marketing campaign as well as information they can share with farmers in order to help them continue to attract customers amid increasing competition.

The project will combine the findings from three focus groups and two online surveys to uncover these critical points that resonate with consumers:

  • What's important to food purchasers?
  • What are the barriers to buying direct from farms?
  • What messaging resonates with buyers?
  • How do key audiences differ?
  • What are the strategic takeaways that will support an effective marketing campaign?

Speaking about the study, NOFA-VT Executive Director, Enid Wonnacott said, “The focus groups will help us, and the organic farmers we work with, to understand what messages are most compelling for Vermont consumers. Our goal is to increase the purchase of local and organic products at direct markets in Vermont. Consumer voices are key to help us figure that out.”

There are two upcoming focus groups that will be held in Rutland and White River Junction, Vermont. The White River Junction focus group will be held at the Upper Valley Food Co-op community space, located at 193 N. Main St. White River Junction, Vermont 05001, on September 23rd, at 10:00 AM - 11:30 PM (EST).

The Rutland focus group will be held at Rutland Regional Medical Center in Conference Room D, located at 160 Allen Street, Rutland Vermont 05701, on Saturday, September 23rd, from 2:30 PM - 4:00 PM (EST).

Attendees will receive light refreshments and an incentive of $30. We are currently looking for a broad range of focus group participants. Attendees may only partake in one focus group. If you are interested, you can fill out a short questionnaire to indicate your availability and willingness to participate.

White River Junction (September 23rd, 10:00 AM - 11:30 PM) Click here to start the questionnaire.

Rutland (September 23rd, 2:30 PM - 4:00 PM) Click here to start the questionnaire.

If you are selected to participate in the focus group, a representative will contact you for further event details.

About The Northeast Organic Farming Association of Vermont

The Northeast Organic Farming Association of Vermont (NOFA-VT) is a nonprofit association of farmers, gardeners, and consumers. Their goal is to promote an economically viable and ecologically sound Vermont food system for the benefit of current and future generations.

NOFA-VT was founded in 1971 as the voice for organic production for commercial producers, homesteaders, and gardeners. Their work has since grown agriculture-based communities and made healthy food options more accessible to residents throughout Vermont.

About Matrix Marketing Group

Founded in 2002, Matrix Marketing Group is a full-service performance-driven marketing agency with offices in Burlington, Vermont and Denver, Colorado. Our proven approach enables shorter sales cycles, larger deal sizes, higher close rates, more focused resources, and increased profitable revenue growth. Matrix Marketing Group helps sales and marketing teams align, develop, and tune their marketing and sales processes for future success.