Vol. 12, No.1 / Using Food Marketmaker For Market Research: Introduction To Marketmaker

Filed Under:

Agricultural Economics, Marine Resources, Seafood Economics

January 26, 2022

Abstract

In this issue, Dr. Posadas introduces MarketMaker as a tool useful for conducting market research by agricultural and seafood producers, buyers, processors, wholesalers, food retailers, restaurants and transporters and their customers. He summarizes some of the customers’ queries about suppliers of certain food items in Mississippi and surrounding states over the past months.

Keywords

Food and seafood marketing, agricultural producers, seafood producers, food processors, food wholesalers, food retailers, restaurants, and food transporters

Acknowledgment

This newsletter is a contribution of the Mississippi Agricultural and Forestry Experiment Station and the Mississippi State University Extension Service. This material is based upon work that is supported in part by the National Institute of Food and Agriculture, U.S. Department of Agriculture, Hatch project under accession number 081730, and National Oceanic Atmospheric Administration (Office of Sea Grant, U.S. Dept. of Commerce, under Grant NA10OAR4170078, Mississippi Alabama Sea Grant Consortium).

What Is Marketmaker?

“MarketMaker is one of the most extensive interactive e-commerce platforms that provides food marketing information to food entrepreneurs (agricultural producers, buyers, processors, wholesalers, food retailers, restaurants, and transporters), and their customers” (Fig. 1).

“It is an ever-growing, evolving partnership of land grant universities, state departments of agriculture, and food and agricultural organizations, all investing in a coordinated effort to build a virtual infrastructure that brings healthier, fresher, and more flavorful food to consumers.”

“MarketMaker is an electronic farm directory/food marketing/educational tool providing information about products, availability, affiliations, attributes, certifications and more. MarketMaker provides an important online presence for farmers, ranchers, and agricultural businesses who otherwise may not be spotlighted.”

“MarketMaker was created in 2000 by a team of University of Illinois Extension personnel who had the common goal of building an electronic infrastructure that would easily connect food-producing farmers with economically viable new markets. Licensed, hosted, and maintained by Global Food and Ag Network, LLC, MarketMaker is guided by an advisory board made up of representatives from among participating partner states.”