AgriLogic, as a subcontractor to TKC Communications, conducted research and analysis on the feasibility of providing insurance coverage for producers of perishable agricultural crops that are directly marketed to consumers.

For this purpose of this study, RMA has defined Direct Agricultural Marketing as the sale of agricultural produce marketed directly to the consumer without the intervention of an intermediary such as a wholesaler, retailer, packer, processor, shipper, buyer or broker. Examples of direct marketing include selling through an on-farm roadside stand, a farmer permitting the general public to enter the field for the purpose of picking a portion of or all of the crop and selling at a farmers’ market.

It was determined that the Adjusted Gross Revenue (AGR) - Lite insurance program would be the best insurance fit for producers who direct market their crops.