future prospect of community supported agriculture farm 'De Nieuwe Ronde': a profile analysis of the potential new consumer

Summary

De Nieuwe Ronde has been subjected in the last five years to serious aging among its members and together with possible member expansion wants to find out how the profile of potential new consumers looks like. This is essential to improve the relation of demand and supply and with that strengthen the communication towards the market, especially as CSA is an ambiguous concept. This research was carried out using a 6 page questionnaire that respondents on the street, university building, and on student campuses in Wageningen were asked to fill in. Even though CSA is a known concept around Wageningen, the central idea of what CSA entails is still missing among respondents. De Nieuwe Ronde would take an important step if they were to communicate clearly what people can and should expect when becoming a member. Focus should lie on the benefits that this concept provides over the conventional supermarket.