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Marketing Local Foods by Food Cooperatives

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  • Katchova, Ani L.
  • Woods, Timothy A.

Abstract

Consumer interest in locally produced foods has been increasing and many grocery retailers and other businesses have been involved in marketing local foods to interested consumers. We study the business strategies that food consumer cooperatives in the U.S. use to promote local foods to their patrons. Data are collected from a national survey of the general managers of food cooperatives. This study’s objectives are: 1) to analyze the types of business strategies and frequency of use for these business strategies to promote local foods and 2) to identify the types of food cooperatives that are more versus less intense users of these promotion strategies. Unlike previous studies, the emphasis for this study is on promotion/marketing strategies as opposed to sourcing/working with local farmers business strategies. We use principal component analysis and cluster analysis to group food co-ops based on their involvement with local food promotion activities. We find that food co-ops can be grouped into three main clusters based on the size of the food co-op and its location. These findings can be used by food cooperatives and other local food retailers to attract consumers and increase local food sales.

Suggested Citation

  • Katchova, Ani L. & Woods, Timothy A., 2012. "Marketing Local Foods by Food Cooperatives," 2012 Conference, August 18-24, 2012, Foz do Iguacu, Brazil 126770, International Association of Agricultural Economists.
    • Handle: RePEc:ags:iaae12:126770
    DOI: 10.22004/ag.econ.126770
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    References listed on IDEAS

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    1. Hu, Wuyang & Woods, Timothy A. & Bastin, Sandra, 2009. "Consumer Acceptance and Willingness to Pay for Blueberry Products with Nonconventional Attributes," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 41(1), pages 1-14, April.
    2. Shermain D. Hardesty, 2008. "The Growing Role of Local Food Markets," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 90(5), pages 1289-1295.
    3. Cheryl Brown & Stacy Miller, 2008. "The Impacts of Local Markets: A Review of Research on Farmers Markets and Community Supported Agriculture (CSA)," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 90(5), pages 1298-1302.
    4. Kim Darby & Marvin T. Batte & Stan Ernst & Brian Roe, 2008. "Decomposing Local: A Conjoint Analysis of Locally Produced Foods," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 90(2), pages 476-486.
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    Cited by:

    1. Alia, Didier & Katchova, Ani & Woods, Timothy A., 2016. "Assessing the performance of food co-ops in the US," 2016 Annual Meeting, February 6-9, 2016, San Antonio, Texas 230140, Southern Agricultural Economics Association.

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    Keywords

    Food Consumption/Nutrition/Food Safety; Marketing;

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