More resilience through digitalization? Impact of the COVID-19 pandemic on marketing and online trade in the agri-food system.

The COVID-19 pandemic has revealed the fragility as well as underlying supply chain problems within the agricultural sector. In addition, it has led to many challenges, but also to new opportunities – resulting in corresponding adjustments in agricultural businesses. However, it remains unclear whether digitization is being driven as a result of the pandemic, whether marketing concepts are being adapted, and to what extent these changes are affecting farm resilience. The analysis is based on a three-stage resilience concept and primary data from an online survey of German farmers conducted in late 2021 to mid-2022.