Assessing Market Opportunities for Local Foods

Report
Growing Healthy Communities and
Economies Through Northeast
Kansas Specialty Crops
Goals:
Increase sales of and marketing
channels for local produce;
Heighten food buyer awareness of
farmers and available products.
•
•
•
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Atchison
Blue Rapids
Hiawatha
Marysville
Crome’s Market, Marysville
Gator’s Hometown Foods, Blue Rapids
Hiawatha Thriftway, Hiawatha
Evaluating the Local Food System of Manhattan KS
and Identifying Market Opportunities for Producers
with Retail Grocers, Schools, and Hospitals (2013)
Angela Anegon, Graduate Student
Urban Food Systems Specialization
KSU, Dept. of Horticulture, Forestry, and Recreation Resources
Email: [email protected] Phone: (208)-305-5067
Candice Shoemaker Ph.D., Faculty Advisor
Professor, Horticulture and Human Health Director, Graduate
Studies in Horticultural Therapy and Urban Food Systems
KSU, Dept. of Horticulture, Forestry, and Recreation Resources
Email: [email protected] Phone: (785)-532-1431
2.4%
Gross Sales in 2012
(n = 92)
21.4%
Small: less than $49,000
Medium: $50,000-$500,000
76%
Large: more than $500,000
58 out of the 92 respondents chose to answer question regarding their marketing outlets.
Marketing Outlets Used
50
45
40
35
30
25
20
15
10
5
0
44
27
Farmers
Markets
22
Grocery Stores Farm/Roadside
Stand
20
Online Sales
Six Produce Managers:
•
•
•
•
•
Ray’s Apple Market (2)
East/West Side Market
People’s Grocery
Hy-Vee
Dillon’s Headquarters
• Most use KC-based distributor
• All but Dillon’s have purchased
directly from farmer
Greatest concern: Food Safety
Needs:
• Uniform quality & ripeness
• Clean & well-packaged
• Appropriate quantities
• Good communication & trust with producer
Not interested in wholesaler/middleman
for local purchases.
Reason? Likely increase in price.
Five Food Service Managers:
• Three School Districts
• University Dining
• Hospital
• Most use national/KC distributor
• Most schools use bid system
• Hospital must use Sodexhoapproved vendors
• Only University has purchased
directly from farmer
Greatest concern: Price
Needs:
• Appropriate volume & consistent supply
• Minimal processing
• Delivery on specific days
• Good communication & trust with producer
Scaling-Up:
Perspectives from Growers and
Buyers on Barriers and Benefits to
Wholesale Marketing of Local Fruits
and Vegetables
(Oct. 2012)
The report summarizes interviews with 15
Iowa growers and 12 wholesale buyers with
experience in the local produce wholesale
market
www.practicalfarmers.org/assets/files/news/a
rticle_12oct26.pdf
Connecting the Dots of the Local
Food Wholesale Market in Kansas
• Generate sales of local foods by
developing and disseminating crucial
information;
• Build capacity and help meet the demand
for local produce by providing technical
assistance to farmers and buyers;
• Foster new relationships between farmers
and food businesses while enhancing
their communication with one another;
• Document current barriers to the local
food wholesale market and suggest
improvements.
Tomorrow!
Case Study:
Wisconsin Food Hub Cooperative
Blog!
Starting an Online Food Cooperative
foodhubsandco-ops.blogspot.com/

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