Market engagement among US elderberry growers: unpacking influences on market participation and product diversification

Abstract This study examines the marketing practices and attitudes of a sample of US elderberry ( Sambucus spp.) producers and explores the factors influencing market participation and product diversification. Using data from an online survey, a factor analysis and a double-hurdle econometric model were applied. Factor analysis condensed interrelated attitudinal variables about growers’ opinions on challenges in elderberry production into a smaller set of factors to better understand constraints faced by farmers. These factors along with farmers’ socioeconomic characteristics were used as determinants in the hurdle model to analyze market engagement and diversification decisions. Results indicate that 40% of the surveyed farmers did not market their elderberries, while the 60% who did primarily sold berries, followed by propagules and other products. On-farm sales were the primary market outlet for two-thirds of marketers. Major challenges included government regulations limiting medicinal promotion, a shortage of specialized equipment for mechanical harvesting, pests and diseases, and limited market access. Larger, more experienced farmers in the Southeast and Northeast were more likely to market elderberries, while regulatory and market concerns reduced participation. Product diversification was more prevalent among experienced, higher income farmers, and those engaged in farmers’ markets.