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

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

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.”

Exercise 1: How Many Food Businesses Are Registered In Mississippi Marketmaker?

• Go to Mississippi MarketMaker at http://ms.foodmarketmaker.com/.
• Under SEARCH, specify Location - Mississippi.
• What is the exact number of food businesses (Fig. 2)?

Exercise 2: How Many Businesses Are Registered In Hinds County, Mississippi?

• Go to http://ms.foodmarketmaker.com/.   
• Go to Search.
• Select Location Mississippi.
• Select Location Hinds County.
• What is the exact number of food businesses (Fig. 3)?

Exercise 3: How Many Farmers Markets Are Registered In Hinds County, Mississippi?

• Go to http://ms.foodmarketmaker.com/.   
• Go to Search.
• Select Location Mississippi.
• Select Location Hinds County.
• Select Business type Farmers’ market.
• What is the exact number of farmers markets (Fig. 4)?

Exercise 4: How Many Food Businesses Registered In Hinds County, Mississippi Sell Vegetables?

• Go to http://ms.foodmarketmaker.com/.     
• Go to Search.
• Select Location Mississippi.
• Select Location Hinds County.
• Select Product Vegetables.
• What is the exact number of food businesses (Fig 5)?

Exercise 5: How Many Farmers/Ranchers Registered In Mississippi Sell Grass-Fed Beef?

• Go to http://ms.foodmarketmaker.com/.   
• Go to Search.
• Select Location Mississippi.
• Select Business type Farmers/Ranchers.
• Select Product Beef.
• What is the exact number of beef producers (Fig. 6)?

Exercise 6: How Many Farmers/Ranchers Registered In Mississippi Sell Goats?

• Go to http://ms.foodmarketmaker.com/.   
• Go to Search.
• Select Location Mississippi.
• Select Business type Farmers/Ranchers.
• Select Product Goat.
• What is the exact number of goat producers Fig. 7)?

Exercise 7: How Many Fish Markets Registered In Louisiana Sell Blue Crabs?

• Go to http://la.foodmarketmaker.com/.   
• Go to Search.
• Select Location Louisiana.
• Select Business Type Fish markets.
• Select Product Blue crab.
• What is the exact number of businesses that sell blue crabs (Fig. 8)?

Exercise 7: How Many Food Businesses Registered In Louisiana Sell Shrimp?

• Go to http://la.foodmarketmaker.com/.   
• Go to Search.
• Select Location Louisiana.
• Select Product Shrimp.
• What is the exact number of businesses that sell shrimp (Fig. 9)?

Summary

Thank you for completing Part I. Please proceed to the next section. 

• Part I: Introduction to MarketMaker
• Part II: Create and Update Business Profile in MarketMaker 
• Part III: Conduct Business Search in MarketMaker
• Part IV: Promoting your Food Business. 

My Economics Outreach On Mississippi Marketmaker
 

• Vol. 11, No. 11 / Aquaculture Production, Farmgate Values, Jobs & Wages in the United States and Gulf of Mexico Region.

• Vol. 11, No. 6 / Charter Boats For-Hire in the United States and Gulf of Mexico Region.

• Vol. 11, No. 9. Seafood and Full-Service Restaurants in the United States and Gulf of Mexico Region.

• Vol. 11, No. 8. Seafood and Fish Markets in the United States and Gulf of Mexico Region.

• Vol. 11, No. 7. Seafood Wholesaling in the United States and Gulf of Mexico Region.

• Vol. 11, No. 5. Seafood Processing Workers and Owners in the United States and the Gulf of Mexico Region.

• Vol. 11, No. 4. Fishers and Owners in the United States and Gulf of Mexico Region.

• Vol. 8 No. 6. Florists and Cut and Edible Flowers.

• Vol. 8 No. 5. Fruit and Vegetable Markets.

• Vol. 8 No. 4. Fruit and Vegetable Merchant Wholesalers.

• Vol. 8 No. 3. Fruit and Vegetable Canning, Pickling, and Drying Businesses.

Suggested Citation

• Posadas, B.C. 2022. Using Food MarketMaker for Market Research: Introduction to MarketMaker. Mississippi MarketMaker Newsletter, Vol. 12, No.1. January 26, 2022.