Do Internet-Based Promotion Efforts Work? Evaluating MarketMaker

MarketMaker is one of the most extensive collections of electronic searchable food industry-related data engines in the country with over 17,500 profiles, including over 7,600 agricultural producers. This article summarizes the results of a survey that assesses the impact of MarketMaker on agricultural producers registered on the website. Results indicate that, by participating on MarketMaker, producers' annual sales have increased by about $121. The number of contacts received, new customers gained, and increased annual sales due to participation in the site are positively related to self-registration on the MarketMaker site, time since registration, and monthly time devoted to the website .