Farmers Post Phase II: Testing and Iterating

Farmers Post is a proposed direct-to-consumer delivery model partnering with the USPS to connect small farmers with local markets. National survey data shows 54% of adults are very or fairly likely to use the service, with particularly high interest from those in food deserts and minority groups. Two pilots in Connecticut and Virginia demonstrated that logistics are viable, though technical hurdles with the USPS website and the need for standardized packaging remain. The report argues that for the program to scale and support low-income consumers, it must integrate SNAP/WIC payments and Double Up Food Bucks, while establishing a dedicated USPS flat-rate box to reduce costs and waste.

• A national survey of 1,005 adults found that 54% of consumers are "very or fairly likely to be a Farmers Post customer," with 25% identifying as "very likely."
• High interest in the program is observed across diverse demographics, including Black and Latino consumers, younger adults (18-49), parents, and individuals living in food deserts, where 31% of residents are very likely to use the service compared to 25% of all adults.
• Consumers prioritize produce quality over cost, with 51% of 'very likely' customers citing quality as their top consideration, compared to 25% who prioritize cost.
• Small farmers are generally enthusiastic about the market opportunity but cautious about demand volatility; they view the logistics as less burdensome than attending farmers markets.
• Two pilots demonstrated logistical viability: a Connecticut pilot with Healthy PlanEat focused on process and logistics, while a Virginia pilot with 4P Foods tested packaging, finding that produce can arrive in good condition without insulation or cold packs, though delicate items like tomatoes benefit from polymer membrane bags.
• The USPS Connect website presents technical barriers for farmers, including difficulties with bulk address lookups, limited label printing windows (only three days in advance), and confusion over drop-off times.
• To support low-income users, the report recommends streamlining SNAP and WIC payment acceptance by treating Farmers Post as a single entity to avoid individual farm fees (currently around $125/month) and integrating online Double Up Food Bucks.
• The report proposes the creation of dedicated USPS flat-rate boxes for Farmers Post, suggesting medium (13” x 10” x 7”) and large (16” x 12” x 8”) models to standardize shipping and reduce costs.
• Consumer preference for payment models varies: while 55% of all adults prefer paying per box, 58% of 'very likely' customers prefer an annual subscription with a 10% weekly savings.

APA

Kurnik, J. (2024). Farmers Post Phase II: Testing and Iterating. WWF International. https://www.worldwildlife.org/documents/146/9shdbgjgnk_KURNIK_Farmers_Post_REPORT_05_24_v4.pdf

Chicago

Kurnik, Julia. Farmers Post Phase II: Testing and Iterating. WWF International, 2024. https://www.worldwildlife.org/documents/146/9shdbgjgnk_KURNIK_Farmers_Post_REPORT_05_24_v4.pdf.

Wikipedia

{{cite report |last1=Kurnik |first1=Julia |title=Farmers Post Phase II: Testing and Iterating |publisher=WWF International |date=June 2024 |url=https://www.worldwildlife.org/documents/146/9shdbgjgnk_KURNIK_Farmers_Post_REPORT_05_24_v4.pdf |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{kurnik2024farmers, author = {Kurnik, Julia}, title = {{Farmers Post Phase II: Testing and Iterating}}, institution = {WWF International}, year = {2024}, month = jun, url = {https://www.worldwildlife.org/documents/146/9shdbgjgnk_KURNIK_Farmers_Post_REPORT_05_24_v4.pdf}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }