Troy Community Farm is one of over 24 CSA farms serving
the greater Madison area, but it is one of the only farms within Madison’s
city limits. This makes it easy for Troy CSA members to visit the
farm and gardens and most pick up their vegetables on-site, but it also
limits the amount and variety of produce that can be grown on a finite
amount of land. It is also a part of this larger non-profit organization,
the Friends of Troy Gardens, while many other CSA farms are independent,
for-profit operations.
What Does the Current Literature Say About Membership
Renewal?
People often join CSA because they want to access fresh
and organic produce, support a local farmer, and because they have an
interest in protecting the environment and promoting sustainable food
systems. A member’s decision to renew their membership is
often connected to their satisfaction with these elements and with the
level of engagement they have with the farm. They most common reasons
for giving up a membership are dissatisfaction with the lack of choice
in the types and quantity of various produce items and the inconvenience
associated with having to pick up a share at a set time and place (Cone
and Myhre 2000; Farnsworth et al. 1996; Delind and Ferguson 1999;
Lang 2005).
What Does the Current Literature Say About Attitude
and Behavior Change Associated with CSA Membership?
O’Hara and Stagl (2002) showed that CSA members
adopted greener preferences for supporting local farmers, buying organic
foods, and eating seasonally. The authors stressed the importance
of “learning and institution forming” within CSA and introduced
the idea of “endogenous preferences” or preferences that change
over time as consumers interact with their CSA.