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Institutional Demand for Locally-Grown Food in Vermont: Marketing Implications for Producers and Distributors

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  • Becot, Florence
  • Conner, David
  • Nelson, Abbie
  • Buckwalter, Erin
  • Erickson, Daniel

Abstract

Institutional food service operations have shown increasing interest in locally grown foods, and are providing a business opportunity for farmers and distributors. The purpose of this paper is to present and discuss the results and implications of a survey assessing institutional food service operations in Vermont. We used the 4 P’s (price, product, place, and promotion) Marketing Mix framework to highlight marketing strategies for farmers and distributors wanting to increase their sales of local food to institutions.

Suggested Citation

  • Becot, Florence & Conner, David & Nelson, Abbie & Buckwalter, Erin & Erickson, Daniel, 2014. "Institutional Demand for Locally-Grown Food in Vermont: Marketing Implications for Producers and Distributors," Journal of Food Distribution Research, Food Distribution Research Society, vol. 45(2), pages 1-19, July.
    • Handle: RePEc:ags:jlofdr:186927
    DOI: 10.22004/ag.econ.186927
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    References listed on IDEAS

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    Cited by:

    1. Emily H. Morgan & Michelle M. Severs & Karla L. Hanson & Jared McGuirt & Florence Becot & Weiwei Wang & Jane Kolodinsky & Marilyn Sitaker & Stephanie B. Jilcott Pitts & Alice Ammerman & Rebecca A. Seg, 2018. "Gaining and Maintaining a Competitive Edge: Evidence from CSA Members and Farmers on Local Food Marketing Strategies," Sustainability, MDPI, vol. 10(7), pages 1-21, June.
    2. Magdalena Kowalska, 2020. "SME Managers’ Perceptions of Sustainable Marketing Mix in Different Socioeconomic Conditions—A Comparative Analysis of Sri Lanka and Poland," Sustainability, MDPI, vol. 12(24), pages 1-23, December.
    3. Marilyn Sitaker & Jane Kolodinsky & Weiwei Wang & Lisa C. Chase & Julia Van Soelen Kim & Diane Smith & Hans Estrin & Zoe Van Vlaanderen & Lauren Greco, 2020. "Evaluation of Farm Fresh Food Boxes: A Hybrid Alternative Food Network Market Innovation," Sustainability, MDPI, vol. 12(24), pages 1-25, December.
    4. Pawel Tadeusz Kazibudzki & Tomasz Witold Trojanowski, 2020. "Examination of marketing mix performance in relation to sustainable development of the Poland’s confectionery industry," PLOS ONE, Public Library of Science, vol. 15(10), pages 1-25, October.
    5. Ruth, Taylor K. & Rumble, Joy N. & Settle, Quisto, 2016. "Narrowing the Gap: Preference and Awareness of Florida Strawberries," Journal of Food Distribution Research, Food Distribution Research Society, vol. 47(2), pages 1-18, July.
    6. Magdalena Kowalska, 2022. "Conceptualization of Sustainable Marketing Tools among SME Managers in Selected Countries in Poland and Sri Lanka," Sustainability, MDPI, vol. 14(10), pages 1-17, May.
    7. Javier Sanz-Cañada & José Luis Sánchez-Hernández & Daniel López-García, 2023. "Reflecting on the Concept of Local Agroecological Food Systems," Land, MDPI, vol. 12(6), pages 1-22, May.

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