The viability of community supported agriculture in Malta

Abstract

The aim of the study was to determine the viability of Community Supported Agriculture (CSA) in Malta, specifically the mixed produce subscription box model, since it has the potential to provide farmers with income security and bridge the gap between producers and consumers. To determine the viability of CSA being implemented in Malta, the research gauges the interest of both consumers and farmers in such a scheme. Research with consumers was conducted through online surveys (n≈350). The cohort of interest were consumers who are long-term residents in Malta and are already concerned with the (i) origin of fruit and vegetables and (ii) sustainability of production methods. This research has shown that the majority (over 60%) of respondents expressed interest in signing up to a subscription box service. Respondents were asked to determine which criteria need to be satisfied to enable their participation in a subscription box service. These were: (i) diversity in produce (ii) possibility to customize the boxes (iii) ease of online transaction (iv) use of sustainable packaging, and (v) ease of delivery. Respondents were also interested in subscription box services even if this was not delivered to their door, yet the percentage in this case dropped by just over 15%. Consumers from this cohort were mainly interested in purchasing mixed fruit and vegetable boxes in the range of €11- 20 per week and it was estimated that the average price a household is willing to pay per person is €6–€10 per week. When respondents were asked specifically if they would be willing to commit to a long-term supply agreement, consumers were more apprehensive and the average respondent was more likely to respond “Maybe”. The qualitative research was done with 3 farmers, one subscription service company, and one organic produce reseller. The results reveal that farmers are interested in selling directly to producers and cutting out the middlemen but are overall unsure of a CSA subscription box service. A CSA scheme could be a more viable option if farmers cooperated with other partners and outsourced one of the most time-consuming aspects of a CSA subscription box scheme – the delivery service.