A qualitative exploration of entrepreneurial learning among southern arizona small-scale farmers and ranchers

Small-scale farmers and ranchers who participate in local food enterprise are challenged by a number of market uncertainties. These uncertainties include unpredictable consumer purchasing patterns, seasonal production variations, and relatively small customer bases. Moreover, farmers and ranchers turned local food entrepreneurs have limited access to business training and, thus, rely on experience and experimentation to guide their business decision making. This article draws on qualitative data to explore how farmers and ranchers who participate in Southern Arizona farmers' markets develop entrepreneurial knowledge and skills. Recommendations for how Extension educators can enhance the entrepreneurial learning of small-scale farmers and ranchers are provided.