Local Regional Food Marketing
The Case for Local and Regional Food Marketing
SUMMARY
Communities across the United States are enjoying healthier food grown by local farmers; and farmers are reaping better returns and helping to revitalize rural and urban communities by selling close to home instead of through distant markets. Local marketing has expanded beyond farmers’ markets and farmstands, although these are still popular and the number of US farmers’ markets is growing rapidly. New regional supply networks are linking farmers with their customers in innovative ways and taking advantage of opportunities for marketing to institutions such as public schools, hospitals and universities. In the process, they are bringing a host of other benefits to communities within the networks. But significant barriers must be overcome to increase the potential of these new marketing mechanisms and expand them to meet the needs of underserved farmers and customers.
number has increased since 2002, when only 400 public schools were buying local or regional food. 1 Consumers’, producers’ and policy makers’ interests can be met simultaneously through local and regional marketing of high‐quality, healthy food. Shorter supply chains that deliver products grown in the region have strong appeal for a number of reasons, such as ♦ better and more stable farm incomes that keep existing farms in business and attract new farmers. ♦ more wealth retained in rural communities. ♦ new jobs created in food production, processing, distribution and retailing. ♦ better access to healthier, more diverse foods that help to prevent obesity and diet‐related diseases. ♦ increased supply of healthy, local food in underserved communities. ♦ enhanced product traceability and accountability of producers to consumers. Local and regional food marketing also has environmental advantages, such as lower carbon emissions and more opportunities for diversification and sustainable
SUMMARY
Communities across the United States are enjoying healthier food grown by local farmers; and farmers are reaping better returns and helping to revitalize rural and urban communities by selling close to home instead of through distant markets. Local marketing has expanded beyond farmers’ markets and farmstands, although these are still popular and the number of US farmers’ markets is growing rapidly. New regional supply networks are linking farmers with their customers in innovative ways and taking advantage of opportunities for marketing to institutions such as public schools, hospitals and universities. In the process, they are bringing a host of other benefits to communities within the networks. But significant barriers must be overcome to increase the potential of these new marketing mechanisms and expand them to meet the needs of underserved farmers and customers.
number has increased since 2002, when only 400 public schools were buying local or regional food. 1 Consumers’, producers’ and policy makers’ interests can be met simultaneously through local and regional marketing of high‐quality, healthy food. Shorter supply chains that deliver products grown in the region have strong appeal for a number of reasons, such as ♦ better and more stable farm incomes that keep existing farms in business and attract new farmers. ♦ more wealth retained in rural communities. ♦ new jobs created in food production, processing, distribution and retailing. ♦ better access to healthier, more diverse foods that help to prevent obesity and diet‐related diseases. ♦ increased supply of healthy, local food in underserved communities. ♦ enhanced product traceability and accountability of producers to consumers. Local and regional food marketing also has environmental advantages, such as lower carbon emissions and more opportunities for diversification and sustainable