“The four P’s,” Zehler (2011) said, “allow farmers to analyze the products they can
provide, where/whom they can provide them to, at what price, and how they will be able to
promote their developing CSA” (p. 4). This application of general marketing principles to
community supported agriculture at first may seem crass, but CSAs, just like any other small
business must keep the money coming in. “To keep the CSA money flowing, farmers need to
know why members chose to participate and why they chose to renew their memberships. This
allows farmers to better serve their CSA members and promote their products” (Zehler, 2011, p.
6). The application of the four P’s, Zehler said, could be used by CSAs to better identify
customer wants and needs