The Farm Fresh Food Box (F3B) strategy is a hybrid of direct-to-consumer (DTC) and short value chain models that aims to stimulate rural economies, creates an additional sales avenue for small farmers, provides rural grocery stores with increased foot traffic and overcomes barriers for rural consumers who are unable to access local food. The F3B project is a tri-state collaboration of extension and research partners from three states; two on the West Coast and one in the Northeast United States, involving small farmers and retailers from rural communities. This article analyzes F3B consumer surveys from 2 years of project implementation and contributes to the limited body of research on food box models by identifying benefits and barriers of the F3B strategy for consumers, comparing these findings to existing research on food box programs and other DTC market channels, and discussing implications for future model adjustment. Overall, consumers were pleased with all aspects of the F3B. However, the strategy had limited success with reaching a new demographic of local food consumers.

中文翻译：

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农村消费者对连接农民、零售商和购买者的食品分配创新的反应

农场生鲜食品盒 (F3B) 战略是直接面向消费者 (DTC) 和短价值链模式的混合体，旨在刺激农村经济，为小农创造额外的销售渠道，为农村杂货店增加客流量并为无法获得当地食物的农村消费者克服障碍。F3B 项目是来自三个州的推广和研究合作伙伴的三州合作；两个在西海岸，一个在美国东北部，涉及农村社区的小农和零售商。本文分析了项目实施 2 年的 F3B 消费者调查，并通过确定 F3B 战略对消费者的好处和障碍，为食品盒模型的有限研究做出了贡献，将这些发现与对食品盒计划和其他 DTC 市场渠道的现有研究进行比较，并讨论对未来模型调整的影响。总体而言，消费者对 F3B 的各个方面都很满意。然而，该策略在吸引新的当地食品消费者群体方面的成功有限。