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Seed Capital Kentucky Demand Study
Citation preview
1
The Louisville Local Food Demand Analysis
PREPARED FOR Seed Capital Kentucky & Louisville MetroDecember 2012
2
Executive Summary 3
Introduction & Background 6
Methodology 8
Partners & Roles 8
Secondary Research 8
Primary Research 9
Context: Jefferson County’s Food Landscape 13
Data Analysis 23
Commercial Survey 23
Consumer Survey 36
Commercial Buyers & Consumers: Common Themes 43
Conclusion and Recommendations: Using this Study 45
Introduction to the Vignettes 45
More Tools for More Food 46
Farm to Food Processor 50
Increasing Healthy Food Options at Retail 56
Pulling It All Together 62
3
The Background The Louisville Local Food Demand Analysis is a comprehensive, qualitative and quantitative analysis of demand
t�µ¿ ��U>�¿ t��_¿ ��¿��É�¸Ð���g¿�gÁµ�¾�gttgµ¸��¿�É�ÁÓ\¿�g�ÁÉU�Ó¦¿-gg_¿>¡�Á>�¿�g�ÁÉU�Ó\¿ >¿����¡µ�ÚÁ¿Ñ�Á�¿ Á�g¿
mission to catalyze the success and resilience of regional agriculture and the regional food economy, engaged
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regional, integrated economic development strategy.
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restaurants and retailers are sourcing and merchandising local foods.
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¸g����y¿��µg¿��U>�¿t��_¿Ñ���¿µgªÉ�µg¿>__�Á���>�¿��tµ>¸ÁµÉUÁɵg¿>�_¿¸É¡¡�µÁ\¿Á�g¿���_¿�t¿U>¡�Á>�¿��¡µ�Ðg�g�Á¸¿Á�>Á¿
�>Ó¿µgªÉ�µg¿¡ÉL��U¿>�_¿¡µ�Ð>Ág¿_���>µ¸\¿LÉÁ¿>µg¿�gg�¿Á�¿yµ�Ñ¿Á�g�µ¿��U>�¿t��_¿¡ÉµU�>¸g¸¦¿
�É�_>�g�Á>�¿ t>UÁ�µ¸¿ Á�>Á¿Ñ���¿ É�_gµ��g¿ Á�g¿ ¸ÉUUg¸¸¿ �t¿ ��É�¸Ð���g²¸¿ ��U>�¿ t��_¿ gU����Ó²¸¿ U��Á��Ég_¿ yµ�ÑÁ�¿
include:
T½ Strategic efforts¿Á�¿Á>UÁ�U>��Ó¿gÒ¡>�_¿��U>�¿t��_²¸¿¡µg¸g�Ug¿�ɸÁ¿LÉ��_¿��¿¡µ�Ðg�¿gtt�µÁ¸¦
T¿ �ggÁ��y¿_g�>�_¿t�µ¿��U>�¿t��_¿_g¡g�_¸¿��¿��Uµg>¸g_¿ÁµÉ¸Á¿>�_¿¸Áµ��y¿U���É��U>Á���¿LgÁÑgg�¿LÉÓgµ¸¿
and producers.
T¿ gÑ¿¡�Ó¸�U>�¿infrastructure¿t�µ¿>yyµgy>Á���\¿¡µ�Ug¸¸��y¿>�_¿_�¸Áµ�LÉÁ���¿Ñ���¿Lg¿�gg_g_¿Á�¿>UU����_>Ág¿
increased supply.
T½ Supportn¿ÁgU���U>�\¿Lɸ��g¸¸\¿�>µ�gÁ��y\¿>�_¿U��¸É�gµ¿g_ÉU>Á���n¿�¸¿�gg_g_¿Á�¿g�¸Éµg¿Á�>Á¿¡µ�_ÉUgµ¸\¿
U���gµU�>�¿LÉÓgµ¸¿>�_¿U��¸É�gµ¸¿�>�g¿Lg¸Á¿É¸g¿�t¿>Ð>��>L�g¿¸É¡¡�Ó¦
T½ Tracking¿ >�_¿ Áµ>U��y¿ ��Uµg�g�Á>�¿ yµ�ÑÁ�¿ >�_¿ Á�g¿ ¸Á�µ�g¸¿ Lg���_¿ Á�g¿ t��_¿ �¸¿ g¸¸g�Á�>�¿ Á�¿ �>��Á>����y¿
���g�ÁÉ�¿>�_¿�>���y¿Á�g¿U>¸g¿t�µ¿yµ�ÑÁ�¦
T¿ Farmers have the capacity and desire to increase supply\¿LÉÁ¿ Á�gÓ¿�gg_¿>¸¸Éµ>�Ug¿Á�>Á¿ Á�g¿_g�>�_¿ �¸¿
µg>�¦¿��Áµ>UÁ¸¿LgÁÑgg�¿LÉÓgµ¸¿>�_¿t>µ�gµ¸¿Ñ���¿¡µ�Ð�_g¿Á�g¿¸gUɵ�ÁÓ¿Á�gÓ¿�gg_¿Á�¿Á>�g¿µ�¸�¸¿>�_¿�>�g¿
investments.
Supporting “local farmers and the
local economy will make the city a better place.”
Executive Summary
4
The Findings /�g¿�g�>�_¿��>�Ó¸�¸²¿µg¸g>µU�¿�gÁ��_¸¿Ñgµg¿_�Ðgµ¸g¿>�_¿��U�µ¡�µ>Ág_¿Á�g¿t����Ñ��y[
T¿ �¿¸Ó�Á�g¸�¸¿�t¿gÒ�¸Á��y¿_>Á>¿>�_¿µg¸g>µU�¿��¿Á�g¿U��ÁgÒÁ¿�t¿_g�>�_\¿��U�É_��y¿t>UÁ�µ¸¿��ÛÉg�U��y¿>�_¿
impacts resulting from food purchasing and consumption in Louisville and insights into Kentucky and
Southeast Indiana’s agricultural character;
T¿ ��µg¿Á�>�¿Ãu¿�¡g��g�_g_\¿��ɵ����y¿��ÁgµÐ�gѸ¿>�_¿t�Uɸ¿yµ�É¡¸¿Ñ�Á�¿U��¸É�gµ¸\¿¡µ�_ÉUgµ¸¿>�_¿
U���gµU�>�¿LÉÓgµ¸»
T¿ �¿ ¸ÉµÐgÓ¿ �t¿ ¼u¿ U���gµU�>�¿ LÉÓgµ¸¿ µg¡µg¸g�Á��y¿ �Ù¼¿ ��U>Á���¸¿ L>¸g_¿ ��¿ >¿ µ>�_��¿ >�_¿ ¸Áµ>Á�Úg_¿
¸g�gUÁ���¿�t¿>��¿��É�¸Ð���g¿U���gµU�>�¿t��_¿LÉÓgµ¸»¿>�_¿
T¿ �¿¸ÉµÐgÓ¿�t¿wÇ�¿U��¸É�gµ¸¿L>¸g_¿��¿>¿_g��yµ>¡��U>��Ó¿µg¡µg¸g�Á>Á�Ðg¿¸>�¡�g¦
/�g¿�g�>�_¿��>�Ó¸�¸¿Ó�g�_g_¿Á�g¿t����Ñ��y¿�gÓ¿Ú�_��y¸[
Un-met demand greatly outstrips current supply of local food in Louisville.
T¿ Louisville residents currently spend $100 million on local foods, and are
��Ágµg¸Ág_¿��¿¡ÉµU�>¸��y¿>�¿>__�Á���>�¿e�ul¿�������¿g>U�¿Óg>µ\¿t�µ¿>¿Á�Á>�¿
_g�>�_¿�t¿eÇul¿�������
T¿ ���gµU�>�¿LÉÓgµ¸¿Uɵµg�Á�Ó¿̧ ¡g�_¿eÇ�w¿�������¿��¿��U>�¿t��_¸\¿>�_¿Ñ�É�_¿
Lg¿Ñ�����y¿Á�¿¸¡g�_¿>�¿>__�Á���>�¿e�Ã�¿�������\¿t�µ¿>¿Á�Á>�¿�t¿eÃuÿ�������¦
T¿ �ÉU�¿�t¿ Á�g¿ t��_¿ Á�g¿ U���gµU�>�¿ ¸gUÁ�µ¸¿¡ÉµU�>¸g¿Ñ���¿ Lg¿�>�_�g_\¿
transformed and resold in a variety of outlets, leveraging that $353
�������¿��¿��U>�¿t��_¿¡ÉµU�>¸g¸¿Á�¿U��Áµ�LÉÁg¿>�¿g¸Á��>Ág_¿elÙÙ¿�������¿
to the local economy.1
T¿ �ggÁ��y¿ U���gµU�>�¿ LÉÓgµ¸²¿ Ð�µ>U��ɸ¿ _g�>�_¿ t�µ¿ ��U>�¿ t��_¿ Ñ���¿
U��Áµ�LÉÁg¿ Á�¿ ¸>Á�¸tÓ��y¿ ��É�¸Ð���g¿ U��¸É�gµ¸²¿ eÇul¿ �������¿ _g�>�_\¿
Ñ�Á�¿>LÉ�_>�Ug¿Á�¿¸�>µg¿Ñ�Á�¿Ð�¸�Á�µ¸\¿U���ÉÁgµ¸\¿>�_¿U��¸É�gµ¸¿>�_¿
Ñ���g¸>�g¿LÉÓgµ¸¿LgÓ��_¿�gttgµ¸��¿�É�ÁÓ²¸¿L�µ_gµ¸\¿Á�ɸ¿LgU����y¿>¿
meaningful economic driver for the city and county.
Almost 72% of Jefferson County consumers are already buying some amount of local food.
T¿ �g�>�_¿�¸¿µg�>Á�Ðg�Ó¿U��¸�¸Ág�Á¿>Uµ�¸¸¿��U��g¿�gÐg�¸¿>�_¿>yg¸\¿Ñ�Á�¿��y�gµ¿��U��g¿U��¸É�gµ¸¿£�Ðgµ¿
e¼u\ÙÙÙ¿��ɸg���_¿��U��g¤¿>�_¿��_gµ¿U��¸É�gµ¸¿£uu¨¤¿¸��y�Á�Ó¿��µg¿���g�Ó¿Á�¿¡ÉµU�>¸g¿��U>�¿t��_¸¦¿
T¿ +É>��ÁÓ¿�¸¿Á�g¿�É�Lgµ¿��g¿t>UÁ�µ¿��ÛÉg�U��y¿¡ÉµU�>¸��y¿_gU�¸���¸\¿t����Ñg_¿LÓ¿¡µ�Ug¦¿
Local food means better food, and consumers are willing to devote more of their monthly food budgets to local
food— on average, twice as much as they currently spend.
T¿ ��µg¿Á�>�¿�uæ¿¡gµUg�Ðg¿��U>�¿t��_¿Á�¿Lg¿��µg¿Û>Ð�µtÉ�¿>�_¿
of generally equal or superior quality compared to foods from
g�¸gÑ�gµg¦
T¿ ��¸É�gµ¸¿ >µg¿Ñ�����y¿ Á�¿ ¡ÉµU�>¸g¿ ��U>�¿ t��_¸¿ �t¿ >��¿ ÁÓ¡g¸\¿
Ñ�Á�¿¸Áµ��yg¸Á¿��Ágµg¸Á¿��¿��U>�¿tµÉ�Á¸¿>�_¿ÐgygÁ>L�g¸¦¿
T¿ "�¿>Ðgµ>yg¿>Uµ�¸¸¿>��¿��U��g¿L>�_¸\¿�t¿�Á¿�gÁ¿Á�g�µ¿gÒ¡gUÁ>Á���¸¿
of quality and price, consumers currently purchasing local
t��_¸¿ Ñ�É�_¿ ¸¡g�_¿ ��µg¿ Á�>�¿ eÇÙÙ¿ ��¿ ��U>�¿ t��_¸¿ g>U�¿
���Á�\¿��µg¿Á�>�¿ÁÑ�Ug¿Ñ�>Á¿Á�gÓ¿¸¡g�_¿��Ѧ¿
�¿ ¿/��¸¿Úyɵg¿Á>�g¸¿��Á�¿>UU�É�Á¿Á�g¿Ð>�Ég¿Á�>Á¿Ñ���¿Lg¿>__g_¿Á�¿��U>�¿t��_¿>¸¿�Á¿��Ðg¸¿Á�µ�Éy�¿Á�g¿¸É¡¡�Ó¿U�>��¿>�_¿�¸¿µg�¸��_¿��¿Ð>µ��ɸ¿t�µ�¸¿LÓ¿>�_¿Á�¿�>�Ét>UÁɵgµ¸\¿_�¸Áµ�LÉÁ�µ¸\¿µgÁ>��gµ¸\¿µg¸Á>ɵ>�Á¸\¿>�_¿��¸Á�ÁÉÁ���>�¿t��_¿¸gµÐ�Ug¿U��¡>��g¸¦¿�Á¿�¸¿>�¿g¸Á��>Ág\¿L>¸g_¿��¿��_ɸÁµÓ¿¸Á>�_>µ_¿U�¸Á¸¿�t¿y��_¸¿¸��_¿£"�-¤\¿Ñ��U�¿Ð>µÓ¿LÓ¿¸gUÁ�µ¦
Executive Summary
Total demand for local foods
in Louisville is $258
million among consumers and $353
million among commercial
buyers.
“I expect local food to be better (than food from further
away). And it makes me feel better, buying local.”
5
Commercial buyers of all kinds are working to keep up with consumer demand.
T¿ ��µg¿Á�>�¿½Ãæ¿�t¿¸ÉµÐgÓg_¿U���gµU�>�¿t��_¿LÉÓgµ¸¿��Ág�Á���>��Ó¿¡ÉµU�>¸g¿��U>�¿t��_¸¦
T¿ *µ�_ÉUÁ¿U��¸�¸Ág�UÓ\¿t����Ñg_¿LÓ¿Á>¸Ág¿>�_¿¡µ�Ug\¿>µg¿Á�g¿��¸Á¿��¡�µÁ>�Á¿t>UÁ�µ¸¦¿/�g¿µg¸Á>ɵ>�Á¿¸gUÁ�µ¿
�ÐgµÑ�g����y�Ó¿ �_g�Á�Úg_¿ _�¸Áµ�LÉÁ���¿ ¸gµÐ�Ug¸¿ >�_¿ ¸ÉtÚU�g�Á¿ Ð��É�g¿ >¸¿ �gÓ¿ t>UÁ�µ¸¿ Á�¿ ��Uµg>¸��y¿
¡ÉµU�>¸g¸\¿Ñ���g¿¸É¡gµ�>µ�gÁ¸¿¡µ��µ�Á�×g¿¡µ�Ug¦¿
Over 73% of commercial buyers said that they buy local food in order to support local business and the local
economy.
T¿ "Ðgµ¿u�æ¿LÉÓ¿��U>�¿Á�¿¸É¡¡�µÁ¿��U>�¿t>µ�gµ¸¦¿
T¿ ��µg¿ Á�>�¿ ¼læ¿ ��_�U>Ág_¿ Á�>Á¿ Á�gÓ¿ ¸gg¿ ��Ðg¸Á�g�Á¿ ��¿ ��U>�¿ t��_¿ >¸¿ >¿ Ð�>L�g¿ >�U��µ¿ t�µ¿ >¿ Lµ�>_gµ¿
economic development policy.
87% of commercial buyers who don’t currently buy local said that they would if barriers were eliminated.
T¿ ����y¿U���gµU�>�¿LÉÓgµ¸¿Ñ��¿Uɵµg�Á�Ó¿_�¿��Á¿LÉÓ¿��U>�¿t��_¸\¿>���¸Á¿wwæ¿�>Ðg¿¡µgÐ��ɸ�Ó¿_��g¿¸�¿
LÉÁ¿¸Á�¡¡g_¿_Ég¿Á�¿�¸¸Ég¸¿Ñ�Á�¿¡µ�_ÉUÁ¿¡>U�>y��y\¿�>U�¿�t¿_�¸Áµ�LÉÁ���¿¸gµÐ�Ug¸\¿��¸ÉtÚU�g�Á¿>Ð>��>L�g¿
¸É¡¡�Ó\¿>�_¿��>L���ÁÓ¿Á�¿ygÁ¿��U>�¿t��_¸¿tµ��¿Á�g�µ¿U��¡>��g¸²¿>¡¡µ�Ðg_¿Ðg�_�µ¸¦
T¿ *µ�_ÉUÁ¿¡µ�Ug¿>�_¿�>U�¿�t¿_�¸Áµ�LÉÁ���¿¸gµÐ�Ug¸¿Ñgµg¿Á�g¿�gÓ¿�L¸Á>U�g¸¿�gg¡��y¿Á��¸g¿Ñ��¿�>Ðg¿�gÐgµ¿
purchased local foods from doing so.
T¿ ��ÁgµÐ�gѸ¿Ñ�Á�¿¡µ�_ÉUgµ¸¿>��y�g_¿Ñ�Á�¿U���gµU�>�¿LÉÓgµ¿¸ÉµÐgÓ¿Ú�_��y¸\¿��_�U>Á��y¿Á�>Á¿Á�g¿yµg>Ág¸Á¿
¸É¡¡�Ó�¸�_g¿ �gg_¿ �¸¿ ��Uµg>¸g_¿ g>¸g¿ �t¿ >UUg¸¸¿ Á�¿�>µ�gÁ\¿ ��U�É_��y¿ >yyµgy>Á���\¿ _�¸Áµ�LÉÁ���\¿ ¸>�g¸\¿
marketing and crop planning infrastructure and services.
The Action: Using the Data
/�g¿>UÁ���¸\¿����Ð>Á���¸¿>�_¿��Ðg¸Á�g�Á¸¿�t¿��Ágµg¸Ág_¿¡>µÁ�g¸¿tµ��¿�>�Ó¿¸gUÁ�µ¸¿Ñ���¿Lg¿g¸¸g�Á�>�¿Á�¿yµ�Ñ��y¿
the city’s capacity to meet this extensive demand for local foods. Investments of capital, technical expertise,
���y�Ð�gÑ¿Á������y\¿>�_¿U���>L�µ>Á���¿Ñgµg¿>��¿��Ág_¿>¸¿�gÓ¿>UÁ���¸¿�gg_g_¿Á�¿yµ�Ñ¿Á�g¿��U>�¿t��_¿gU����Ó¦¿
/�g¿�g�>�_¿��>�Ó¸�¸¿U��U�É_g¸¿Ñ�Á�¿Ð�y�gÁÁg¸¿Á�>Á¿Ñgµg¿_g¸�y�g_¿Á�¿>�¸Ñgµ¿Á�¿Á�g¿ªÉg¸Á���[¿��Ñ¿U>�¿�¿É¸g¿
Á�g¿Ú�_��y¸¿�t¿Á��¸¿¸ÁÉ_Ó¿Á�¿�g�¡¿yµ�Ñ¿��É�¸Ð���g²¸¿t��_¿>�_¿>yµ�UÉ�Áɵg¿gU����Ó«¿/�g¿Ð�y�gÁÁg¸¿gÒ¡��µg¿Á�µgg¿
¡>Á�¸¿Á�Ñ>µ_¿yµ�Ñ��y¿��É�¸Ð���g²¸¿t��_¿¸Ó¸Ág�[¿
T¿ “More Tools for More Food” looks at the need for physical infrastructure and complementary technical
support;
T¿ “Farm to Food Processor” focuses on incentive programs to increase local procurement; and
T¿ “Increasing Healthy Food Options at Retail” directs attention to making local food part of existing and
�gÑ¿¸Áµ>Ágy�g¸¿Á�¿��Uµg>¸g¿>UUg¸¸¿Á�¿�g>�Á�Ó¿t��_¸¿Á�µ�Éy��ÉÁ¿Á�g¿U�ÁÓ¦
The concept underlying these vignettes is the “3 legged stool” that stands at the foundation of a healthy society
and a healthy food system, and provides insight into the importance stakeholder engagement across sectors:
�¤¿>�¿gttgUÁ�Ðg¿>�_¿>UU�É�Á>L�g¿y�Ðgµ��g�Á¿¸gUÁ�µ\¿Ç¤¿>¿_Ó�>��U¿¡µ�Ð>Ág¿¸gUÁ�µ\¿>�_¿Ã¤¿>¿Ð�Lµ>�Á¿U�Ð��¿¸�U�gÁÓ\¿
�µ¿��Á¿t�µ¿¡µ�ÚÁ¿¸gUÁ�µ¦¿
��É�¸Ð���g²¸¿ ¡g�¡�gn¿ ¡���UÓ¿ �>�gµ¸\¿ ���¡µ�ÚÁ¿ �g>_gµ¸\¿ ¡µ�_ÉUgµ¸\¿ t��_¿ Lɸ��g¸¸g¸\¿ ¡µ�Ð>Ág¿ ��Ðg¸Á�µ¸¿ >�_¿
U��¸É�gµ¸n¿U>�¿ÉÁ���×g¿Á��¸¿�g�>�_¿��>�Ó¸�¸²¿Ðgµ�ÚU>Á���¿�t¿>�_¿�É>�Ug_¿_gÁ>��¿>L�ÉÁ¿Á�g¿¸Áµ��y¿_g�>�_¿t�µ¿
local food to immediately develop and execute a long-term economic and community development strategy
t�µ¿>¿Ð�Lµ>�Á¿>�_¿_Ó�>��U¿��U>�¿t��_¿gU����Ó¿��¿��É�¸Ð���g¦
Executive Summary
6
The Louisville Local Food Demand Analysis is a comprehensive, qualitative and quantitative analysis
�t¿ _g�>�_¿ t�µ¿ ��U>�¿ t��_¿ ��¿ ��É�¸Ð���g¿ �gÁµ�¾�gttgµ¸��¿ �É�ÁÓ\¿ �g�ÁÉU�Ó¦¿ /��¸¿ ¸ÁÉ_Ó²¸¿ Ú�_��y¸¿
Ñ���¿ Lg¿ ɸg_¿ Á�¿ yÉ�_g¿ ��É�¸Ð���g¿ �gÁµ�¾�gttgµ¸��¿ �É�ÁÓ²¸¿ ��y���y¿ gtt�µÁ¸¿ Á�¿ ¡µ�Ð�_g¿ �ÉÁ�gÁ¸¿ >�_¿
U�>��g�¸¿ t�µ¿ Á�g¿ yµ�Ñ��y¿ _g�>�_¿ t�µ¿ ��U>�¿ t��_¿ Ñ�Á���¿ Á�g¿ U�ÁÓ¾U�É�ÁÓ¿ �ɵ�¸_�UÁ���\¿ >¸¿ ¡>µÁ¿ �t¿ >¿
U��¡µg�g�¸�Ðg¿ gU�����U¿ _gÐg��¡�g�Á¿ ¸Áµ>ÁgyÓ¿ Á�>Á¿ ����¸¿ µÉµ>�¿ ¡µ�_ÉUÁ���¿ Ñ�Á�¿ ɵL>�¿ U��¸É�¡Á���¦¿¿
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of community and economic development strategies, including those
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LÉÓgµ¸¦¿ ����y¿ U���gµU�>�¿ LÉÓgµ¸\¿ Á�g¿ _g�>�_¿ >�>�Ó¸�¸¿ �>¸¿ Lgg�¿
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¡µ�Ug¸¸�µ¸¿ >�_¿ �>�Ét>UÁɵgµ¸\¿ ¸É¡gµ�>µ�gÁ¸¿ >�_¿ yµ�UgµÓ¿ ¸Á�µg¸\¿ >�_¿ �Á�gµ¿ t��_¿ µgÁ>��¿ g¸Á>L��¸��g�Á¸¦¿
/�g¿ _>Á>¿ y>Á�gµg_¿ tµ��¿ Á�g¸g¿ _�Ðgµ¸g¿ LÉÓgµ¸¿ �¸¿ ��Ág�_g_¿ Á�¿ �g�¡¿ �>��µ¿ ��¸U�gµ¿ >�_¿ ��¸¿ >_����¸Áµ>Á���¿
�>�g¿ _gU�¸���¸¿ >L�ÉÁ¿ ¡�>����y¿ >�_¿ ��tµ>¸ÁµÉUÁɵg¿ ��Ðg¸Á�g�Á¸¿ ��¿ ��É�¸Ð���g¿ Á�>Á¿ Ñ���¿ �g�¡¿ t>U���Á>Ág¿ Á�g¿
¸>�g¸¿ �t¿ ��U>��Ó¿ >�_¿ µgy���>��Ó¿ ¡µ�_ÉUg_¿ t��_¸¿ Ñ�Á���¿ Á�g¿ U�ÁÓ¿ >�_¿ Ñ��U�¿ Ñ���\¿
U��¡���g�Á>µ��Ó\¿̧ É¡¡�µÁ¿Á�g¿U�����Ñg>�Á�²¸¿>yµ�UÉ�Áɵ>�¿gU�����U¿_gÐg��¡�g�Á¦¿
/�>Á¿ t��_¿ �¸¿ ��¡�µÁ>�Á¿ Á�¿ ��É�¸Ð���g¿ �¸¿ É�_g��>L�g¦¿ <>y>Á¿�>�g_¿��É�¸Ð���g¿��g¿�t¿
Á�gñ¯g¸Á¿���_�g¿�gÁ>Ñ>Ó¸¿�µ�É�_¿Á�g¿7�µ�_\°ñ>�_¿��É�¸Ð���g¿U>�g¿��¿Ç�_¿¡�>Ug¿��¿
Southern Living’s 2012 rating, “tastiest city in the South.” According to Josh Viertel,
t�µ�gµ¿¡µg¸�_g�Á¿�t¿-��Ñ¿���_¿1-�\¿¯Á�g¿gÒÁµ>�µ_��>µÓ¿��U>�¿Lɸ��g¸¸g¸¿Á�>Á¿µgÛgUÁ¿
-��Ñ¿���_²¸¿Ð>�Ég¸¿°Ñgµg¿>���y¿Á�g¿�>��¿µg>¸��¸¿Á�>Á¿Á�g¿�µy>��×>Á���¿��¸Ág_¿�Á¸¿
National Congress in Louisville in 2012.” And the quality of restaurants and dining
�¡¡�µÁÉ��Á�g¸¿��¿��É�¸Ð���g¿U��Áµ�LÉÁg_¿Á�¿�Á¿Lg��y¿U��¸g�¿LÓ¿���g�Ó¿*�>�gÁ¿>¸¿�Á¸¿¯Á�¡¿
destination in 2013.”
�>Ó�µ¿��¸U�gµ\¿g�gUÁg_¿ ��¿ÇÙ�Ù\¿¡µ���Ág_¿>¿Ð�Lµ>�Á¿ t��_¿gU����Ó¿>�_¿ ��U>�¿ t��_²¸¿ µ��g¿ ��¿ �Á¿ >¸¿��g¿�t¿��¸¿
U>�¡>�y�¿¡�>Át�µ�¸\¿>�_¿�>¸¿Lgg�¿ÁµÉg¿Á�¿��¸¿Ñ�µ_¿Ñ���g¿��¿�tÚUg\¿g�¡��Ó��y¿>¿tÉ���Á��g¿̧ Á>tt¿¡gµ¸��¿Á�¿�Ðgµ¸gg¿
Introduction & Background
We really do want to buy local. We want to keep the money local.
-food service director, Louisville-area hospital
7
��U>�¿t��_¿���Á�>Á�Ðg¸¿Ñ�Á���¿Á�g¿�g¡>µÁ�g�Á¿�t¿ U�����U¿�µ�ÑÁ�¿>�_¿����Ð>Á���¿>�_¿_g��Ðgµ��y¿>��É>�¿¯-Á>Ág¿
�t¿Á�g¿��U>�¿���_¿ U����Ó°¿É¡_>Ág¸¦¿-��Ug¿��¸U�gµ¿Á���¿�tÚUg\¿��É�¸Ð���g¿�>¸¿µgUg�Ðg_¿tÉ�_��y¿Á�¿U��Á��Ég¿�Á¸¿
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agriculture products and to meet Louisville’s demand for local foods. Under Fischer, the city has also launched
>�¿>yµ�Lɸ��g¸¸¿��>�¿¡µ�yµ>�¿Á�>Á¿�¸ñÁ>µygÁg_¿Á�¿Lɸ��g¸¸g¸¿Á�>Á¿¡µ�Ug¸¸¿t��_¸¿yµ�Ñ�¿LÓ¿�g�ÁÉU�Ó¿t>µ�gµ¸¦¿
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µg_gÐg��¡�g�Á¿>�_¿ ��Uµg>¸g_¿g�¡��Ó�g�Á¿�¡¡�µÁÉ��Á�g¸¦¿*�µÁ�>�_¿ �¸¿U��Ðg��g�Á�Ó¿ ��U>Ág_¿�g>µ¿_�Ñ�Á�Ñ�¿
Ñ�Á�¿g>¸Ó¿>UUg¸¸¿Á�¿��y�Ñ>Ó¸¿Á�>Á¿t��_¿¡µ�Ug¸¸��y¿Lɸ��g¸¸g¸¿�tÁg�¿¸gg�¦
��¿ ÇÙÙ¼�l\¿ ��¿ ¡>µÁ�gµ¸��¡¿Ñ�Á�¿�>µ�gÁ¿6g�Áɵg¸¿ ��U¦\¿ �>µ¡¿ ,g¸�ɵUg¸¿ gÒgUÉÁg_¿ >¿ ¸ÁÉ_Ó¿ U����¸¸���g_¿ LÓ¿
��É�¸Ð���g¿�gÁµ�¿��Ðgµ��g�Á¿>�_¿Á�g¿�É�ÁÓ¿�É_yg¸¿�t¿Çÿ¸Éµµ�É�_��y¿µÉµ>�¿U�É�Á�g¸¦¿/�g¿¸ÁÉ_Ó²¸¿y�>�¿Ñ>¸¿Á�¿
>¸¸g¸¸¿Á�g¿>yµ�UÉ�Áɵ>�¿¸É¡¡�Ó¿>Ð>��>L�g¿>Á¿Á�>Á¿Á��g¿��¿Á��¸g¿U�É�Á�g¸\¿>¸¿Ñg��¿>¸¿Á�g¿yµg>Ág¸Á¿¡�Ág�Á�>�¿U�>��g�¸¿
and marketplaces for locally produced agricultural products in Louisville and farmers’ interest in utilizing those
¡�Ág�Á�>�¿U�>��g�¸¦¿/�g¿̧ ÁÉ_Ó¿�_g�Á�Úg_¿Ñ�>Á¿t>µ�gµ¸¿��¿Á�g¿µgy���¿�gg_¿��¿�µ_gµ¿Á�¿¡µ�_ÉUg¿��µg¿t��_¿t�µ¿µgÁ>��¿
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Producers revealed strongest interest in increased access to scale-appropriate meat and value added food
¡µ�Ug¸¸��y¿��tµ>¸ÁµÉUÁɵg¿>�_¿��¿>yµ�Á�ɵ�¸�¿gtt�µÁ¸¿Á�>Á¿Ñ�É�_¿Lµ��y¿��É�¸Ð���g¿U��¸É�gµ¸¿�ÉÁ¿Á�¿Á�g�µ¿t>µ�¸¦¿
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policy council to coordinate efforts around local food and
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Movement as part of the “Healthy Eating Committee.” The study
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>¿¸Á>tt¿¡�¸�Á���¿Ñ�Á���¿��É�¸Ð���g¿�gÁµ�¿y�Ðgµ��g�Á\¿>¿¡gµ¸��¿
devoted to coordinating supply and demand to result in
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t��_¿ Lɸ��g¸¸g¸¦¿ /�>Á¿ ¡�¸�Á���\¿ ��É�¸Ð���g²¸¿ �>µ�¿ Á�¿ />L�g¿
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food service providers, chain restaurants and grocery chains.
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lu\ÙÙÙ¿t>µ�¸¿>µ�É�_¿Á�g¿¸Á>Ág\¿ÉµL>�¿>�_¿µÉµ>�¿�g�ÁÉU��>�¸¿>µg¿��Á>L�Ó¿>�_¿Ð�¸�L�Ó¿U���gUÁg_¿Á�¿>yµ�UÉ�Áɵg\¿
>�_¿��É�¸Ð����>�¸¿�>Ðg¿LÉ��Á¿>�¿g�Ð�>L�Ó¿Ð�Lµ>�Á¿>�_¿_�Ðgµ¸g¿��U>�¿t��_¿��Ðg�g�Á¦¿/�g¿y�>�¿�t¿Á��¸¿¸ÁÉ_Ó¿Ñ>¸¿Á�¿
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��½��Å�¶Ì���g\½Ï�Å°��½Ö�_½>�½impressive amount of top-notch restaurants featuring L�¿�½³Å¶¿�U½>�_½U�¿Ï�Ög_½food… to pair with your brown spirits of course.
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Introduction & Background
8
Methodology
Partners and Roles
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included Karp Resources as the study’s lead designer and co-coordinator, and Seed Capital Kentucky and
Louisville Metro as co-coordinators.
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¸É¡¡�µÁ»¿"�_�>�¿�É�ÁÓ¿*�>����y¿>�_¿�gÐg��¡�g�Á¿-gµÐ�Ug¸¿U��_ÉUÁg_¿¡µ�_ÉUgµ¿��ÁgµÐ�gѸ»¿Á�g¿ gÁÑ�µ�¿
g�Ágµ¿ t�µ¿ ���É��ÁÓ¿ �>�yg¿ U��_ÉUÁg_¿ ¡µ�_ÉUgµ\¿ U��¸É�gµ¿ >�_¿ U���gµU�>�¿ LÉÓgµ¿ ��ÁgµÐ�gѸ»¿ Á�g¿
University of Louisville provided research insights and data regarding community health and food access; the
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Resources and Seed Capital Kentucky to design the consumer survey instrument, and then implemented the
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analysis in this report.
Secondary Research
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Kentucky and Southeast Indiana’s agricultural character, capacity, production categories and yields, to understand
��Ñ¿ ��U>�¿ t��_¿ �¸¿Uɵµg�Á�Ó¿yµ�Ñ�¿>�_¿�>µ�gÁg_¦¿�gÓ¿¸�ɵUg¸¿ ��U�É_g_¿Á�g¿���_¿-Ó¸Ág�¸¿ ����Ð>Á���¿g�Ágµ¿
>Á¿ Á�g¿1��Ðgµ¸�ÁÓ¿�t¿�g�ÁÉU�Ó¿ £1�¤\¿�yµ�UÉ�Áɵ>�¿ U�����U¸¿�g¡>µÁ�g�Á¿�t¿1�\¿ Á�g¿1��Ág_¿-Á>Ág¸¿�g¡>µÁ�g�Á¿
�t¿�yµ�UÉ�Áɵg²¸¿ £1-��¤¿ÇÙÙ¼¿�yµ�UÉ�Áɵ>�¿g�¸É¸¿Ú�_��y¸1, the USDA’s National Agricultural Statistics Service
£ �--¤¿�g�ÁÉU�Ó¿��g�_¿"tÚUg\¿1�¿��¡gµ>Á�Ðg¿ ÒÁg�¸���\¿>�_¿Á�g¿�g�ÁÉU�Ó¿�g¡>µÁ�g�Á¿�t¿�yµ�UÉ�Áɵg¿£���¤¦
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t��_¿¡ÉµU�>¸��y¿>�_¿U��¸É�¡Á���¿��¿��É�¸Ð���g\¿LÓ¿��_�Ð�_É>�¸¿>�_¿LÓ¿Lɸ��g¸¸g¸¦¿�gÓ¿_>Á>¿¸�ɵUg¸¿��U�É_g_¿
the US Census Bureau 2010 Census, the US Economic Census, the USDA’s Economic Research Service and
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�¿ /�g¿1-��¿U��_ÉUÁ¸¿Á�g¿�yµ�UÉ�Áɵ>�¿g�¸É¸¿gÐgµÓ¿ÚÐg¿Óg>µ¸¦¿7���g¿1-��¿Ñ>¸¿y>Á�gµ��y¿�gÑ¿Ug�¸É¸¿_>Á>¿��¿ÇÙ�Ç\¿>Á¿Á�g¿Á��g¿Á�g¿�g�>�_¿��>�Ó¸�¸¿Ñ>¸¿U��¡�gÁg_\¿ÇÙÙ¼¿�É�Lgµ¸¿Ñgµg¿Á�g¿��¸Á¿µgUg�Á¿�yµ�UÉ�Áɵ>�¿g�¸É¸¿�É�Lgµ¸¿>Ð>��>L�g¦¿
9
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Prevention.
Primary Research
Focus Groups and Interviews
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Methodology
10
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Methodology
11
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Stores/Convenience Stores), and 4 Other.
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¸ÉµÐgÓ�µ¿µg>U���y¿�ÉÁ¿Á�¿tgÑgµ¿Á�>�¿�Ù¦¿/�gÓ¿��Ág_¿Á�>Á¿¯g>¸Ó°¿¸ÉµÐgÓ¸¿µgªÉ�µg_¿>¿�����É�¿�t¿Á�µgg¿U>��¸¿Á�¿
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ygÁÁ��y¿Á�g¿µ�y�Á¿¡gµ¸��¿>Á¿Á�g¿µ�y�Á¿Á��g\¿µg¸¡��_g�Á¸¿��Á¿Lg��y¿>Ð>��>L�g¿>Á¿Á�g¿Á��g¿�t¿Á�g¿¸U�g_É�g_¿¸ÉµÐgÓ¿
call, and a perception that surveys in general are not a good use of time.
Consumer Survey
/�g¿6��Ug¿�t¿��É�¸Ð���g¿£6"�¤\¿¡>µÁ¿�t¿��µ�×��¿�µ�É¡¿��Ágµ�>Á���>�\¿Ñ>¸¿U��Áµ>UÁg_¿Á�¿��¡�g�g�Á¿Á�g¿U��¸É�gµ¿
¸ÉµÐgÓ¦¿�>µ¡¿,g¸�ɵUg¸\¿Ñ�Á�¿tgg_L>U�¿tµ��¿-gg_¿>¡�Á>�¿�g�ÁÉU�Ó\¿_µ>tÁg_¿Á�g¿���Á�>�¿U��¸É�gµ¿¸ÉµÐgÓ¿>�_¿
Á�g�¿Ñ�µ�g_¿Ñ�Á�¿Á�g¿6��Ug¿�t¿��É�¸Ð���g¿Á�¿µgÚ�g¿�Á\¿L>¸g_¿��¿�>µ¡¿,g¸�ɵUg¸²¿U��Ág�Á¿gÒ¡gµÁ�¸g¿>�_¿6��Ug¿�t¿
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6"�¿U��¡�gÁg¸¿¡���g¿��ÁgµÐ�gѸ¿É¸��y¿�>Á���>��Ó¿µgU�y��×g_¿¸>�¡���y¿tµ>�g¸¿¡µ�Ð�_g_¿LÓ¿-ɵÐgÓ¿->�¡���y\¿
��U¦¿ >�_¿ �tt�µ_>L�g¿ ->�¡�g¸¦¿ ��ÁgµÐ�gѸ¿ Ñgµg¿ U��_ÉUÁg_¿ tµ��¿ ��µ�×��¿ �µ�É¡¿ ��Ágµ�>Á���>�²¸¿ �tÚUg¸¿ LÓ¿
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>_É�Á¸¿��¿Á�g¿��É�¸Ð���g¿�gÁµ�¡���Á>�¿>µg>¦¿/�g¿��µ�×��¿�µ�É¡¿��Ágµ�>Á���>�¿�>¸¿_gÐg��¡g_¿Á��¸¿¡>�g�¿�Ðgµ¿Á�g¿
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Uɵµg�Á¿¡>�g�¿�g�Lgµ¸¿Á�¿tµ�g�_¸\¿µg�>Á�Ðg¸\¿>�_¿>¸¸�U�>Ág¸¦ñ/�g¿g�Á�µg¿¡>�g�¿�¸¿µgyÉ�>µ�Ó¿¯µgtµg¸�g_°¿Ñ�Á�¿�gÑ¿
��_�Ð�_É>�¸¿>¸¸Éµ��y¿>UUg¸¸¿Á�¿�gÑ\¿_�Ðgµ¸g¿>�_¿Ñ�����y¿U��¸É�gµ¸¿Ñ�Á�¿g>U�¿¸ÁÉ_Ó¦
�¸¸g�L�g_¿��¿Á��¸¿Ñ>Ó\¿Á�g¿¡>�g�¿¡µ�Ð�_g¸¿>UUg¸¸¿Á�¿Á�g¿ÐgµÓ¿¡�¡É�>Á���¸n>�_¿Á�g¿̧ >�g¿L>�>�Ug¿�t¿¡�¡É�>Á���¸n¿
Á�>Á¿>µg¿��µg¿>�_¿��µg¿_�tÚUÉ�Á¿Á�¿̧ ɵÐgÓ¿LÓ¿¡���g¦ñ/�g¿Ó�É�ygµ\¿��y�gµ¿̧ �U���gU�����U¿_g��yµ>¡��U\¿>���¸Á¿
wÙæ¿�t¿Ñ���¿_�¿��Á¿�>Ðg¿�>�_���g¸¿>���¸Á¿¡gµtgUÁ�Ó¿¸É¡¡�g�g�Á¸¿Á�g¿Áµ>_�Á���>�¿Ág�g¡���g¿¸ÉµÐgÓ¿_g¸�y�¿Á�>Á¿
Methodology
12
�¸¿��µg¿���g�Ó¿Á�¿g�y>yg¿��_gµ¿¡gµ¸��¸¿>�_¿Á��¸g¿Ñ�Á�¿��Ñgµ¿¸�U���gU�����U¿¡µ�Ú�g¸\¿Uµg>Á��y¿>¿µg¡µg¸g�Á>Á�Ðg¿
sample of the local community.
��ɵ¿�É�_µg_¿>�_¿ÁÑg�ÁÓ¿��g¿U��¸É�gµ¿̧ ɵÐgÓ¸¿Ñgµg¿U��¡�gÁg_¿t�µ¿Á��¸¿̧ ÁÉ_Ó¦¿�UU�µ_��y¿Á�¿6"�¿Á�g¿µg¸É�Á¸¿>µg¿
Ñ�Á���¿¸>�¡���y¿gµµ�µ¿t�µ¿gÐgµÓÁ���y¿gÒUg¡Á¿Á��¸g¿Ñ��¿���Ó¿U��¡�gÁg_¿��y�¿¸U����ñ>�_¿Á��¸g¿Ñ��¿U��¡�gÁg_¿
U���gyg¦ñ��¿Á��¸g¿U>¸g¸\¿6"�¿��Ág_¿Á�>Á¿Á�g¿��¡>UÁ¿�t¿Á��¸¿��U��¸�¸Ág�UÓ¿Ñ�É�_¿Lg¿�����>�\¿µg¸É�Á��y¿��¿�g¸¸¿Á�>�¿
a percentage point different in results.
Methodology
13
Context: Jefferson County’s Food Landscape
��¿ �µ_gµ¿ Á�¿ ��Ágµ¡µgÁ\¿ >¡¡µgU�>Ág¿ >�_¿ Lg¸Á¿ ÉÁ���×g¿ Á�g¿ Ú�_��y¸¿ tµ��¿ Á�g¿ �g�>�_¿��>�Ó¸�¸\¿ �Á¿ �¸¿ g¸¸g�Á�>�¿ Á�¿
understand the context of Jefferson County’s food economy—its makeup, trends, inputs and impacts. The
t����Ñ��y¿¸gUÁ���¿¡µ�Ð�_g¸¿>�¿�ÐgµÐ�gÑ¿�t¿Á�g¿t��_¿�>�_¸U>¡g¿>�_¿Á�g¿�gÓ¿¡>µÁ�U�¡>�Á¸\¿��U�É_��y¿Á�g¿¸É¡¡��gµ¸\¿
U���gµU�>�¿LÉÓgµ¸¿>�_¿U��¸É�gµ¸¦
Consumers and Consumption
/�gµg¿>µg¿¼w�\Ù�½¿¡g�¡�g¿��¿ÃÙ�\�¼u¿��ɸg���_¸¿��¿�gttgµ¸��¿�É�ÁÓ¿>UU�µ_��y¿Á�¿ÇÙ�Ù¿1-¿g�¸É¸¦¿�UU�µ_��y¿
Á�¿ Á�g¿�µg>Ágµ¿��É�¸Ð���g¿*µ��gUÁ¿ÇÙ�Ç¿��¡gÁ�Á�Ðg¿�ÁÓ¿1¡_>Ág¿,g¡�µÁ\¿LgÁÑgg�¿ÇÙÙÙ¿>�_¿ÇÙ�Ù\¿��É�¸Ð���g¿
gÒ¡gµ�g�Ug_¿yµ�ÑÁ�¿�t¿�g>µ�Ó¿½æ¿��¿Ó�É�y¿>_É�Á¿µg¸�_g�Á¸¿£>yg¿Çu¿Á�¿Ãw¤¿Ñ�Á�¿>¿L>U�g��µ²¸¿_gyµgg¿�µ¿��y�gµ\¿Á�g¿
�>µyg¸Á¿µ>Ág¿�t¿��Uµg>¸g¿Ñ�g�¿U��¡>µg_¿Á�¿>¿yµ�É¡¿�t¿¯¡ggµ¿U�Á�g¸°¿��¿Á�g¿µgy���¦¿�¸¿�t¿ÇÙ�Ù\¿ÃÃæ¿�t¿Á�g¿Ñ�µ���y¿
>yg¿¡�¡É�>Á���¿£Çu¿Á�¿½w¿Óg>µ¸¿��_¤¿��¿��É�¸Ð���g¿�g�_¿>¿L>U�g��µ²¸¿_gyµgg¿�µ¿��y�gµ»¿Á�g¿U�ÁÓ²¸¿y�>�¿�¸¿Á�¿��Uµg>¸g¿
Á�>Á¿Á�¿wÙæ¦3
/�g¿¸>�g¿µg¡�µÁ¿¸��Ñg_¿Á�>Á¿��É�¸Ð���g¿U��Á��Ég¸¿Á�¿�>y¿Lg���_¿�Á¸¿¯¡ggµ¿U�Á�g¸°¿¸ÉU�¿>¸¿,>�g�y�\¿�>µ��ÁÁg¿>�_¿
��É�Lɸ¿��¿L�Á�¿g�¡��Ó�g�Á¿£��th¿�ÉÁ¿�t¿�u¤¿>�_¿Ñ>yg¿yµ�ÑÁ�¿£�wth).4 The poverty rate in Jefferson County is
�¼¦Ãæ\¿��y�gµ¿Á�>�¿Á�g¿�>Á���>�¿µ>Ág¿�t¿�u¦Ãæ\¿>�_¿Çw¦wæ¿�t¿�gttgµ¸��¿�É�ÁÓ¿U���_µg�¿£É�_gµ¿Á�g¿>yg¿�t¿�l¤¿��Ðg¿��¿
¡�ÐgµÁÓ\¿��y�gµ¿Á�>�¿Á�g¿�>Á���>�¿µ>Ág¿�t¿Ç�¦½æ¦5
/�g¿Éµg>É¿�t¿�>L�µ¿-Á>Á�¸Á�U¸¿£�-¤¿��¸É�gµ¿ Ò¡g�_�Áɵg¿-ɵÐgÓ¿¸��Ñg_¿Á�>Á¿t�µ¿Á�g¿-�ÉÁ�¿µgy���¿�t¿Á�g¿1-¿
£Ñ��U�¿��U�É_g¸¿�g�ÁÉU�Ó¤¿Á�g¿Á�Á>�¿>��É>�¿¸¡g�_¿��¿t��_¿>Á¿���g¿��¿ÇÙ��¿Ñ>¸¿eÃ\l��\¿Ñ�Á�¿Á�g¿�>µyg¸Á¿¸�>µg¿�t¿
Á�g¸g¿gÒ¡g�_�Áɵg¸¿£ÃǦÙ椿��¿¯�Á�gµ¿t��_¿>Á¿���g°\¿��U�É_��y¿¯��¸Ug��>�g�ɸ¿t��_¸°¿£�½¦w椿>�_¿���>�U�����U¿
LgÐgµ>yg¸¿£l¦�椦¿/��¸¿�¸¿t����Ñg_¿LÓ¿¯�g>Á¿¡�É�ÁµÓ\¿Ú¸�¿>�_¿gyy¸°¿£ÇÙ¦�椿>�_¿¯tµÉ�Á¸¿>�_¿ÐgygÁ>L�g¸°¿£�u¦¼æ¤¦¿
Compared to the nation overall, consumers in the south appear to spend a slightly larger share of their food at
���g¿_���>µ¸¿��¿Lggt\¿¡�µ�\¿>�_¿¡�É�ÁµÓ\¿>�_¿>¿¸��y�Á�Ó¿¸�>��gµ¿¸�>µg¿��¿tµg¸�¿tµÉ�Á¿>�_¿ÐgygÁ>L�g¸¦6 Jefferson
�É�ÁÓ¿��ɸg���_¸¿¸¡g�Á¿>�¿g¸Á��>Ág_¿e�¦Ç¿L������¿��¿t��_¿>Á¿���g¿��¿ÇÙ��¦7
3 ¿�µg>Ágµ¿��É�¸Ð���g¿*µ��gUÁ¦¿ÇÙ�Ç¿��¡gÁ�Á�Ðg¿�ÁÓ¿1¡_>Ág¿,g¡�µÁ¦¿ÑÑѦyµg>Ágµ��É�¸Ð���g¡µ��gUÁ¦�µy
4¿ �L�_¦
5 US Census Bureau, 2010 Census. http://census.gov
6 ¿/�g¿Éµg>É¿�t¿�>L�µ¿-Á>Á�¸Á�U¸¿��¸É�gµ¿ Ò¡g�_�Áɵg¿-ɵÐgÓ\¿ÇÙÙ½�ÇÙ��¦¿�ÁÁ¡[¾¾ÑÑѦL�¸¦y�оUgÒ¾ÇÙ��¾¸Á>�_>µ_¾�É�Á�Óµ¦¡_t
7 ¿��¿Á�g¿ÇÙÙl¿µg¡�µÁ¿Á�Á�g_¿É��_��y¿��É�¸Ð���g²¸¿��U>�¿���_¿ U����Ó\¿¸¡g�_¿��¿t��_¿>Á¿���g¿Ñ>¸¿µg¡�µÁg_¿t�µ¿>��¿��É�¸Ð���g¿�-�¿��ɸg���_¸\¿Ñ���g¿Á�g¿Uɵµg�Á¿¸ÁÉ_Ó¿¡gµÁ>��¸¿���Ó¿Á�¿�gttgµ¸��¿�É�ÁÓ¦¿�UU�µ_��y¿Á�¿Á�g¿1-¿g�¸É¸¿Éµg>É\¿��É�¸Ð���g¿�-�¿�>_¿u�w\Ç�w¿��ɸg���_¸¿��¿ÇÙ�Ù\¿Ñ���g¿�gt-tgµ¸��¿�É�ÁÓ¿�>_¿ÃÙ�\�¼u¿��ɸg���_¸¦
14Context: Jefferson County’s Food Landscape
��¿ >¿ ÇÙÙ�¿ µg¡�µÁ¿ ¡ÉL��¸�g_¿LÓ¿ Á�g¿1��Ðgµ¸�ÁÓ¿ �t¿ �g�ÁÉU�Ó¿ £1�¤¿�g¡>µÁ�g�Á¿ �t¿�yµ�UÉ�Áɵg¿ U�����U¸¿ Á�>Á¿
¸ÁÉ_�g_¿Á�g¿¡gµUg¡Á���¸¿>�_¿Lg�>Ð��µ¸¿�t¿�g�ÁÉU��>�¸¿Ñ�Á�¿µgy>µ_¿Á�¿t��_¿¡ÉµU�>¸��y¿>�_¿U��¸É�¡Á���\¿Á�g¿
¯��¸Á¿̧ �y��ÚU>�Á¿��¡>UÁ¿��¿¡>�g��¸Á¸¿��¿Ágµ�¸¿�t¿>ÁÁ�ÁÉ_g¸¿>�_¿Lg�>Ð��µ¸¿U��Ugµ���y¿t��_¿̧ gg�g_¿Á�¿�>Ðg¿�ÉU�¿
Á�¿_�¿Ñ�Á�¿¡µ�Ug¸¿�µ¿LÉ_ygÁ¿U��¸Áµ>��Á¸¦°¿��y�¿U�¸Á¿Ñ>¸¿��¸Ág_¿>¸¿Á�g¿�É�Lgµ¿��g¿L>µµ�gµ¿Á�¿Á�g¿U��¸É�¡Á���¿�t¿
more fresh produce.l
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7���g¿Á��¸¿�¸¿É¡¿tµ��¿�læ¿��¿ÇÙÙw\¿>�_¿¸��y�Á�Ó¿LgÁÁgµ¿Á�>�¿Á�g¿�>Á���>�¿µ>Ág¿�t¿Çæwæ\¿�Á¿¸Á���¿��_�U>Ág¸¿Á�>Á¿�Ðgµ¿
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the same share that it represents for consumers across the US.10¿�UU�µ_��y¿Á�¿Á�g¿Éµg>É¿�t¿�>L�µ¿-Á>Á�¸Á�U¸\¿
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cooking at home more and eating out less often.11¿-Á���\¿ �gttgµ¸��¿�É�ÁÓ¿µg¸�_g�Á¸¿¸¡g�Á¿>�¿g¸Á��>Ág_¿eÙ¦l¿
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l 7����>�¸��\¿->µ>»¿7��_¸\¿�µ¦¿/���Á�Ó»¿�É\¿�µ¦¿7ÉÓ>�y¦¿/�g¿�g�ÁÉU�Ó¿���_¿��¸É�gµ. The University of Kentucky Department of Ag Econom-�U¸¦¿ÇÙÙ�¦
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10¿ ¿/�g¿Éµg>É¿�t¿�>L�µ¿-Á>Á�¸Á�U¸¿��¸É�gµ¿ Ò¡g�_�Áɵg¿-ɵÐgÓ\¿ÇÙÙ½�ÇÙ��¦¿�ÁÁ¡[¾¾ÑÑѦL�¸¦y�оUgÒ¾ÇÙ��¾¸Á>�_>µ_¾�É�Á�Óµ¦¡_t
11¿ ¿¿7����>�¸��\¿->µ>»¿7��_¸\¿�µ¦¿/���Á�Ó»¿�É\¿�µ¦¿7ÉÓ>�y¦¿/�g¿�g�ÁÉU�Ó¿���_¿��¸É�gµ¦¿/�g¿1��Ðgµ¸�ÁÓ¿�t¿�g�ÁÉU�Ó¿�g¡>µÁ�g�Á¿�t¿�y¿ U����-�U¸¦¿ÇÙÙ�¦
12¿ ��¿Á�g¿ÇÙÙl¿µg¡�µÁ¿Á�Á�g_¿É��_��y¿��É�¸Ð���g²¸¿��U>�¿���_¿ U����Ó\¿¸¡g�_¿��¿t��_¿>Á¿���g¿Ñ>¸¿µg¡�µÁg_¿t�µ¿>��¿��É�¸Ð���g¿�-�¿��ɸg���_¸\¿Ñ���g¿Á�g¿Uɵµg�Á¿¸ÁÉ_Ó¿¡gµÁ>��¸¿���Ó¿Á�¿�gttgµ¸��¿�É�ÁÓ¦¿�UU�µ_��y¿Á�¿Á�g¿1-¿g�¸É¸¿Éµg>É\¿��É�¸Ð���g¿�-�¿�>_¿u�w\Ç�w¿��ɸg���_¸¿��¿ÇÙ�Ù\¿Ñ���g¿�gttgµ¸��¿�É�ÁÓ¿�>_¿ÃÙ�\�¼u¿��ɸg���_¸¦
$480 $531
$812 $833
$355 $407
$611 $715
$1,247 $1,353
$386
$456
$0
$500
$1,000
$1,500
$2,000
$2,500
$3,000
$3,500
$4,000
$4,500
$5,000
South Total US
Ave
rage
Sp
end
Spend on Food at Home per Household, 2011
Alcoholic beverages Other food Fruits and Vegetables Dairy Products Meat, poultry, fish and eggs Cereal and Bakery Products
15
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Food Access
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U��Ðg��g�Ug¿¸Á�µg¸\¿¸¡gU�>�ÁÓ¿�>µ�gÁ¸\¿_µÉy¿¸Á�µg¸\¿y>¸¿¸Á>Á���¿�>µ�gÁ¸\¿L>�gµ�g¸¿>�_¿�Á�gµ¿t��_¿�ÉÁ�gÁ¸¿Ñ�Á�¿
Á�Á>�¿µg¡�µÁg_¿¸>�g¸¿�t¿e�¦Ù¿L������¦13
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¸ÉL¸Á>�Á�>�¿¸�>µg¿�t¿µg¸�_g�Á¸¿�>¸¿����Ág_¿>UUg¸¸¿Á�¿>¿¸É¡gµ�>µ�gÁ¿�µ¿�>µyg¿yµ�UgµÓ¿¸Á�µgnt�µ¿ÉµL>�¿µg¸�_g�Á¸\¿
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10 miles.16 �UU�µ_��y¿Á�¿Á�g¿ÇÙ�Ù¿�g�ÁÉU�Ó¿�g>�Á�¿�¸¸Ég¸¿*���¿�¸¸Ég_¿LÓ¿Á�g¿��É�_>Á���¿t�µ¿>¿�g>�Á�Ó¿�g�ÁÉU�Ó¿
>�_¿/�g¿�g>�Á�¿��É�_>Á���¿�t¿�µg>Ágµ¿��U���>Á�\¿̄ �¿��¿u¿�g�ÁÉU�Ó¿>_É�Á¸¿£Ç�椿̧ >�_¿�Á¿�¸¿��Á¿g>¸Ó¿Á�¿ygÁ¿>tt�µ_>L�g¿
tµg¸�¿tµÉ�Á¸¿>�_¿ÐgygÁ>L�g¸¿Ñ�gµg¿Á�gÓ¿��Ðg¦°
�ÿ ÇÙ�Ç¿ �µÁ�¿��gµ�U>�¿��_ɸÁµÓ¿�>¸¸�ÚU>Á���¿-Ó¸Ág�¿£ ��-¤\¿1¦-¦¿�g¡>µÁ�g�Á¿�t¿���gµUg¿1��Ág_¿-Á>Ág¸¿g�¸É¸¿Éµg>ɦ¿�ÁÁ¡[¾¾ÑÑѦUg�-¸É¸¾y�U¾g�¸¾ÑÑѾ�>�U¸¾¦
14¿ ¿¯µ�_y��y¿Á�g¿��Ð�_g[¿�µ�Ñ��y¿-g�t�-ÉtÚU�g�UÓ¿��¿�ɵ¿���_¿-É¡¡�Ó°¿���É��ÁÓ¿�>µ�¿����>�Ug\¿ÇÙÙ¼¦
15¿ ¿�L�_¦
16¿ ¿�ÁÁ¡[¾¾ÑÑѦgµ¸¦É¸_>¦y�о_>Á>�¡µ�_ÉUÁ¸¾t��_�_g¸gµÁ���U>Á�µ¾_�UÉ�g�Á>Á���¦>¸¡Ò
Context: Jefferson County’s Food Landscape
16
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LgÁÑgg�¿ÇÙÙ�¿>�_¿ÇÙ�Ù¿gÐg�¿>¸¿ �Á¿_gU���g_¿>Uµ�¸¸¿ Á�g¿1-¿ ��¿ Á�>Á¿ ¸>�g¿Á��g¿¡gµ��_¦¿/�g¿�É�Lgµ¿�t¿ t��_¿
��¸gUɵg¿��_�Ð�_É>�¸¿��¿��É�¸Ð���g¿�-�¿µ�¸g¿tµ��¿��¼\Ã�Ù¿��¿ÇÙÙ�¿Á�¿�ǽ\l�Ù¿��¿ÇÙ�Ù¦17
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-É¡¡�g�g�Á>�¿ ÉÁµ�Á���¿�¸¸�¸Á>�Ug¿*µ�yµ>�¿ £- �*¤¿ ��Uµg>¸g_¿ ¸�y��ÚU>�Á�Ó¿ ��¿ ÇÙ�Ù¿>�_¿ÇÙ��¦¿ ��¿ ÇÙ��\¿ �l¦læ¿
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l�æ¿�t¿g��y�L�g¿��_�Ð�_É>�¸¿��¿ÇÙÙ�\¿Ñ�Á�¿��¿U�>�yg¿tµ��¿ÇÙÙ¼¦�l ��¿ÇÙ��\¿Ã¦Çæ¿�t¿Á�g¿¡�¡É�>Á���¿��¿�g�ÁÉU�Ó\¿�µ¿
>¡¡µ�Ò��>Ág�Ó¿�wÇ\ÙÙÙ¿¡g�¡�g¿¡>µÁ�U�¡>Ág_¿��¿/�g¿-¡gU�>�¿-É¡¡�g�g�Á>�¿ ÉÁµ�Á���¿*µ�yµ>�¿t�µ¿7��g�\¿��t>�Á¸¿
>�_¿���_µg�¿£7�¤¦¿/�>Á¿Ñ>¸¿µg�>Á�Ðg�Ó¿U��¸Á>�Á¿Ñ�Á�¿ÇÙÙ�\¿Ñ�g�¿>¡¡µ�Ò��>Ág�Ó¿�wÇ\ÙÙÙ¿�g�ÁÉU�Ó¿µg¸�_g�Á¸\¿
�µ¿Ã¦Ãæ¿�t¿Á�g¿¸Á>Ág²¸¿¡�¡É�>Á���\¿¡>µÁ�U�¡>Ág_¿��¿- �*¦��
- �*¿µg_g�¡Á���¸¿>Á¿t��_¿¸Á�µg¸¿��¿�gttgµ¸��¿�É�ÁÓ¿Ñgµg¿Ð>�Ég_¿>Á¿��µg¿Á�>�¿eÇÙ½¿�������¿��¿��¿ÇÙ�Ù\¿>�¿
��Uµg>¸g¿tµ��¿e���¿�������¿��¿ÇÙÙl¦¿��¿ÇÙ�Ù\¿�Ðgµ¿e��¿�������¿��¿7�¿µg_g�¡Á���¸¿Á���¿¡�>Ug¿>Á¿t��_¿¸Á�µg¸¿��¿
�gttgµ¸��¿�É�ÁÓ\¿Ñ��U�¿Ñ>¸¿µ�Éy��Ó¿gÐg�¿Ñ�Á�¿Á�g¿µg_g�¡Á���¸¿Á�>Á¿Á���¿¡�>Ug¿��¿ÇÙÙl¦20
�UU�µ_��y¿Á�¿>¿µg¡�µÁ¿LÓ¿�µ¦¿�>+É>�_µ>¿ g¸L�ÁÁ\¿��µgUÁ�µ¿�t¿��É�¸Ð���g¿�gÁµ�²¸¿�g¡>µÁ�g�Á¿�t¿*ÉL��U¿�g>�Á�¿>�_¿
7g���g¸¸\¿ Á�g¿ Á�¡¿ �Ù¿ µg>¸��¸¿ t�µ¿ ��¡>Á�g�Á¿ ��¸¡�Á>��×>Á���¿ ��¿ ÇÙÙ�¿ ��U�É_g_¿�g>µÁ¿ _�¸g>¸g¿ £��¤\¿ ¸Áµ��g¿ £�w¤\¿
_�>LgÁg¸¿£�¼¤¿>�_¿�Ó¡gµÁg�¸���¿£��Ù¤n>��¿_�¸g>¸g¸¿Á�>Á¿>µg¿µg�>Ág_¿Á�¿_�gÁ¿>�_¿�Lg¸�ÁÓnÑ�Á�¿_�>LgÁg¸¿>�¸�¿��¸Ág_¿
>¸¿Á�g¿�¼¿µg>¸��¿t�µ¿��¡>Á�g�Á¿��¸¡�Á>��×>Á���¿t�µ¿Ó�ÉÁ�¿É�_gµ¿Á�g¿>yg¿�t¿ÇÙ¦¿/�g¿¡gµUg�Á¿�t¿�ÐgµÑg�y�Á¿�µ¿�Lg¸g¿
17¿ ¿¿¿�gg_��y¿��gµ�U>¦¿�>¡¿Á�g¿�g>�¿�>¡¿ÇÙ��[¿���_¿��¸gUɵ�ÁÓ¿ ¸Á��>Ág¸¿>Á¿Á�g¿�É�ÁÓ¿�gÐg�¦
�l USDA Food Atlas. �ÁÁ¡[¾¾ÑÑѦgµ¸¦É¸_>¦y�о_>Á>�¡µ�_ÉUÁ¸¾t��_�g�Ð�µ���g�Á�>Á�>¸¾_�Ñ���>_�Á�g�_>Á>¦>¸¡Ò
��¿ ¿�L�_¦
20¿ ¿�L�_¦
15.00%
15.50%
16.00%
16.50%
17.00%
17.50%
Louisville Metro Kentucky Total US
Food Insecurity, % of Population, 2009 & 2010
2009
2010
Context: Jefferson County’s Food Landscape
17
>_É�Á¸¿��¿��É�¸Ð���g¿µ�¸g¿tµ��¿½Çæ¿Á�¿½w¦�æ¿tµ��¿ÇÙÙw¿Á�¿ÇÙÙ�\¿��y�gµ¿Á�>�¿�>Á���>�¿�Lg¸�ÁÓ¿µ>Ág¸¿t�µ¿Á��¸g¿
¸>�g¿Óg>µ¸¿£u�¦�æ¿��¿ÇÙÙw¿>�_¿½Ã¦�æ¿��¿ÇÙÙ�¤\¿LÉÁ¿��Ñgµ¿Á�>�¿�g�ÁÉU�Ó²¸¿¸Á>Ág�Ñ�_g¿�Lg¸�ÁÓ¿µ>Ág¸¿t�µ¿Á��¸g¿
¸>�g¿Óg>µ¸¿£½Ã¦Ãæ¿��¿ÇÙÙw\¿µ�¸��y¿Á�¿½¼¦�æ¿��¿ÇÙÙ�¤¦21
Food Supply
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µg¡µg¸g�Á��y¿ �w¿�������¿ t>µ�¿>Uµg¸¦¿/�g¿ÇÙÙ¼¿1-¿g�¸É¸¿�t¿�yµ�UÉ�Áɵg¿ £U��¡�gÁg_¿gÐgµÓ¿ÚÐg¿Óg>µ¸¿LÓ¿ Á�g¿
1-��¤¿¡�>Ug_¿Á�g¿�>µ�gÁ¿Ð>�Ég¿�t¿ tµÉ�Á¿>�_¿ÐgygÁ>L�g¿Uµ�¡¸¿>Á¿eÇw¦Ù¿�������\¿ £Ç¦½æ¿�t¿yµ�¸¸¿¸>�g¸¤\¿>�_¿Á�g¿
1-��¿ U�����U¿,g¸g>µU�¿-gµÐ�Ug¿£ ,-¤¿Ð>�Ég_¿Á�g¿¸>�g¸¿�t¿tµÉ�Á\¿�ÉÁ¸¿>�_¿ÐgygÁ>L�g¸¿>Á¿eÃÙ¦�¿�������¿��¿ÇÙ�Ù\¿
¸��Ñ��y¿>¿ ¯¸Ág>_Ó¿É¡Ñ>µ_¿¸>�g¸¿ Áµg�_°22¿ t�µ¿�g�ÁÉU�Ó�yµ�Ñ�¿¡µ�_ÉUg¦¿ ��¿>__�Á���\¿�g�ÁÉU�Ó¿ �¸¿ Á�g¿ �>µyg¸Á¿
¡µ�_ÉUgµ¿�t¿U>ÁÁ�g¿g>¸Á¿�t¿Á�g¿��¸¸�¸¸�¡¡�¿,�Ðgµ\¿Ñ�Á�¿Ç¦Ç¿�������¿�g>_¸¿£Ç¦Ã椿>¸¿�t¿�>�É>µÓ¿ÇÙ�Ǧ¿�¿1��Ðgµ¸�ÁÓ¿
�t¿�g�ÁÉU�Ó¿¸ÉµÐgÓ¿��_�U>Ág_¿½�æ¿�t¿¡µ�_ÉUgµ¸¿¸g��¿>Á¿�g>¸Á¿�Ùæ¿�t¿Á�g�µ¿¡µ�_ÉUg¿>Á¿U���É��ÁÓ¿t>µ�¿�>µ�gÁ¸\¿
���t>µ�¿�>µ�gÁ¸\¿�µ¿-�¸¿£���É��ÁÓ¿-É¡¡�µÁg_¿�yµ�UÉ�Áɵg¤¦23 Only 13,000 acres of the total farmland are
ɸg_¿Á�¿yµ�Ñ¿tµÉ�Á¸¿>�_¿ÐgygÁ>L�g¸¿Ñ���g¿��µg¿Á�>�¿½ÙÙ\ÙÙÙ¿>Uµg¸¿�¸¿�_�g¿Uµ�¡�>�_¿>�_¿�g>µ�Ó¿ll\ÙÙÙ¿>Uµg¸¿
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As a city that is closer to many parts of Indiana than it is to much of Kentucky, Louisville accesses “local”
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the Louisville marketplace, either through direct sales to consumers through CSAs or farmers’ markets, or
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21¿ ¿��É�¸Ð���g¿�gÁµ�¿*ÉL��U¿�g>�Á�¿�__µg¸¸\¿�µ¦¿�>+É>�_µ>¿ g¸L�ÁÁ\¿�>µU�¿½\¿ÇÙ�Ǧ
22 ¿ÇÙ�Ç¿�g�ÁÉU�Ó¿*µ�_ÉUg¿*�>�Á��y¿>�_¿�>µ�gÁ��y¿��Ág�Á���¸¿�µ�Ñgµ¿-ɵÐgÓ¿E¿"ÉÁ����\¿/��¿7��_¸\¿�>ÁÁ¿ µ�¸Á\¿>�_¿�gÐ��¿�g�_g�>���\¿�y¿ U�-����U¸\¿1��Ðgµ¸�ÁÓ¿�t¿�g�ÁÉU�Ó\¿� ¿ ÒÁg�¸���¿*ÉL��U>Á���¿ÇÙ�Ç��u¦
23 2012 Kentucky Produce Planting and Marketing Intentions
56.0%
58.0%
60.0%
62.0%
64.0%
66.0%
68.0%
Louisville Metro Kentucky US
Percent of Overweight or Obese Adults, 2004 and 2009
2004
2009
Context: Jefferson County’s Food Landscape
18
U�����¿µg¸¡��¸g¿LÓ¿t>µ¿Ñ>¸¿Á�>Á¿t>µ�gµ¸¿�gg_¿>UUg¸¸¿Á�¿��µg¿¡µ�Ug¸¸��y¿>�_¿>yyµgy>Á���¿t>U���Á�g¸¿U��¸gµ¿
Á�¿Á�g�µ¿t>µ�¸¦¿����¸Á¿>��¿�t¿Á�g¿t>µ�gµ¸¿��ÁgµÐ�gÑg_¿¸Á>Ág_¿Á�>Á¿Á�gÓ¿_�¿Á�g�µ¿�Ñ�¿_g��Ðgµ�g¸¿Á�¿�>µ�gÁ¸\¿-�¸\¿
_�¸Áµ�LÉÁ�µ¸¿>�_¿µg¸Á>ɵ>�Á¸¦¿
�_g>��Ó\¿Á�gÓ¿Ñ�É�_¿���g¿Á�¿�>Ðg¿t>U���Á�g¸¿Á�>Á¿U��L��g¿¡µ�Ug¸¸��y¿>�_¿U��_¿¸Á�µ>yg¿��tµ>¸ÁµÉUÁɵg\¿Á�¿¡µ�Ð�_g¿
Ð>�Ég¿>__g_¿¡µ�Ug¸¸��y¿¸gµÐ�Ug¸¿¸ÉU�¿>¸¿Û>¸�¿tµgg×��y¿�µ¿U>����y\¿LÉÁ¿>�¸�¿Á�¿¸gµÐg¿>¸¿>yyµgy>Á���¿¡���Á¸¿Á�¿
��Uµg>¸g¿gtÚU�g�U�g¸¿��¿_�¸Áµ�LÉÁ���¿Á�¿Á�g¿ÉµL>�¿�>µ�gÁ¡�>Ug¦¿�>µ�gµ¸¿>�¸�¿��Ág_¿Á�>Á¿¡µ�Ug¸¸��y¿t>U���Á�g¸¿̧ ÉU�¿
>¸¿U>��gµ�g¸¿Ñ�É�_¿¡µ�Ð�_g¿>¿�ÉU�¿�gg_g_¿�ÉÁ�gÁ¿t�µ¿¯¸gU��_¸°¿£¡µ�_ÉUÁ¿Á�>Á¿�>U�¸¿Á�g¿¡µ��g¿>¡¡g>µ>�Ug¿>�_¿
ªÉ>��ÁÓ¿_g�>�_g_¿LÓ\¿t�µ¿gÒ>�¡�g\¿yµ�UgµÓ¿¸Á�µg¸¿>�_¿¸É¡gµ�>µ�gÁ¸\¿LÉÁ¿�¸¿�ÉÁµ�Á��ɸ¿>�_¿�Á�gµÑ�¸g¿y��_¤¿
Á�>Á¿U�É�_¿Lg¿É¸g_¿��¿¡µ�_ÉUÁ¸¿���g¿¸�É¡¸\¿¸>ÉUg¸\¿�>�¸\¿µg��¸�g¸¿�µ¿¸>�¸>¸¦¿�>µ�gµ¸¿>�¸�¿U��Á��Ég¿Á�¿���y¿t�µ¿
��µg¿U��µ_��>Á���¿>���y¿t>µ�gµ¸²¿�>µ�gÁ¸\¿Ñ�Á�¿Á�g¿y�>�¿�t¿>U��gÐ��y¿¸Áµ��ygµ¿U����Á�g�Á¿tµ��¿t>µ�gµ¸¿Á�¿
¸g����y¿��¿>¿U��¸�¸Ág�Á¿L>¸�¸\¿g�¸Éµ��y¿>¿�g>�Á�Ó¿��Ò¿�t¿¡µ�_ÉUÁ¸¿>Á¿>�Ó¿y�Ðg�¿�>µ�gÁ\¿>�_¿Uµg>Á��y¿�>µ�gÁ¸¿Á�>Á¿
>µg¿��µg¿U��¸�¸Ág�Á\¿¡µg_�UÁ>L�g¿>�_¿µg��>L�g¿t�µ¿U��¸É�gµ¸¦
Farmers noted a lack of effective communication and information
Û�Ñ¿LgÁÑgg�¿LÉÓgµ¸¿�t¿��U>��Ó¿yµ�Ñ�¿t��_¿>�_¿Á��¸g¿Ñ��¿¡µ�_ÉUg¿
�Á¦¿ /�gÓ¿ Lg��gÐg¿ Á�>Á¿ ¡g�¡�g¿Ñ>�Á¿ Á�¿ LÉÓ¿ ��U>�¿ t��_¿ LgU>ɸg¿ Á�gÓ¿
Ð>�Ég¿tµg¸�¿>�_¿�ÉÁµ�Á��ɸ¿t��_\¿LÉÁ¿>�¸�¿LgU>ɸg¿�Á¿¸É¡¡�µÁ¸¿Á�g¿��U>�¿
gU����Ó¿>�_¿LÉ��_¸¿U���É��ÁÓ¦¿ÉÁ¿ Á�g¸g¿¡µ�_ÉUgµ¸¿_�¿��Á¿ tÉ��Ó¿
É�_gµ¸Á>�_¿Ñ�>Á¿U��¸É�gµ¸¿Ñ>�Á¿Á�¿LÉÓ¦¿g¸�_g¸¿Á�g¿¯L�y¿u°¿Uµ�¡¸¿
£Á��>Á�g¸\¿ UÉUÉ�Lgµ¸\¿ Lg��¿ ¡g¡¡gµ¸\¿ ¸ªÉ>¸�¿ >�_¿ ×ÉUU����¤\¿ Á�gÓ¿
�gg_¿ ��µg¿ U��UµgÁg¿ ��t�µ�>Á���¿ >L�ÉÁ¿ ¸¡gU�ÚU¿ Uµ�¡¸¿ U��¸É�gµ¸¿
are seeking. These producers also noted an overall lack of market
�gU�>��¸�¸¿Á�¿Uµg>Ág¿gtÚU�g�U�g¸¿�t¿¸U>�g¿��¿Á�g¿��U>�¿t��_¿¸Ó¸Ág�¦¿
Farmers also expressed concern over government and other
µgyÉ�>Á���¸¿ Á�>Á¿ U>�¿ Uµg>Ág¿ L>µµ�gµ¸¿ LgÁÑgg�¿ Á�g�¿ >�_¿ Á�g¿
�>µ�gÁ¡�>Ug¦¿ ��*¿ £���_¿ �yµ�UÉ�Áɵ>�¿ *µ>UÁ�Ug¸¤¿ gµÁ�ÚU>Á���n>¿
1-��¿>É_�Á¿¡µ�yµ>�¿_g¸�y�g_¿Á�¿g�¸Éµg¿Á�>Á¿tµÉ�Á¸¿>�_¿ÐgygÁ>L�g¸¿>µg¿¡µ�_ÉUg_\¿�>�_�g_\¿¡>U�g_¿>�_¿¸Á�µg_¿
��¿Ñ>Ó¸¿Á�>Á¿������×g¿Á�g¿µ�¸�¿�t¿��Uµ�L�>�¿t��_¿¸>tgÁÓ¿�>×>µ_¸n¿Ñ>¸¿>���y¿Á��¸g¿��¸Á¿�tÁg�¿�g�Á���g_¿LÓ¿
t>µ�gµ¸¿��¿Á��¸¿µgy>µ_¦¿7���g¿>�¿��Uµg>¸��y¿�É�Lgµ¿�t¿��¸Á�ÁÉÁ���>�¿>�_¿Ñ���g¸>�g¿LÉÓgµ¸¿µgªÉ�µg¿t>µ�gµ¸¿Á�¿Lg¿
��*¿UgµÁ�Úg_\¿�>�Ó¿¸�>��¿¸U>�g¿t>µ�gµ¸¿¸gg¿Á�g¿gÒ¡g�¸g¿�t¿>¿Á��µ_¿¡>µÁÓ¿>É_�Á¿>¸¿É�Ág�>L�g¿>�_¿É�µgU�Ðgµ>L�g¿
y�Ðg�¿Á�g�µ¿Uɵµg�Á¿¸U>�g\¿Á�g�µ¿gÒ�¸Á��y¿�>µ�gÁ¿�¡¡�µÁÉ��Á�g¸¿>�_¿Á�g�µ¿¡gµUg�Ðg_¿¡�Ág�Á�>�¿Á�¿yµ�Ѧ¿
Connecting Local Food to Local People
/�gµg¿�¸¿�ÉU�¿gÐ�_g�Ug¿Á�>Á¿��É�¸Ð���g¿�¸¿¸gµ��ɸ¿>L�ÉÁ¿U��Á��É��y¿Á�¿_gÐg��¡¿>¿Á�µ�Ð��y\¿¸É¸Á>��>L�g¿µgy���>�¿
t��_¿gU����Ó¿Á�>Á¿U���gUÁ¸¿��U>�¿t��_¿Á�¿��U>�¿¡g�¡�g¦¿�¸¿�g�Á���g_¿��¿Á��¸¿µg¡�µÁ²¸¿��Áµ�_ÉUÁ���\¿t����Ñ��y¿
Á�g¿µgU���g�_>Á���¸¿ ��U�É_g_¿��¿Á�g¿ÇÙÙl¿µg¸g>µU�¿U��_ÉUÁg_¿LÓ¿�>µ¡¿,g¸�ɵUg¸¿
>�_¿�>µ�gÁ¿6g�Áɵg¸\¿��U¦\¿��É�¸Ð���g¿�gÁµ�¿y�Ðgµ��g�Á¿��µg_¿>¿*ÉL��U¿��Ágµg¸Á¿µ��gµÆ¿
>�_¿g¸Á>L��¸�g_¿>¿�>µ�¿Á�¿/>L�g¿¡µ�yµ>�¿Á�¿Uµg>Ág¿µg�>Á���¸��¡¸¿>�_¿U���gUÁ¿¸É¡¡��gµ¸¿
Ñ�Á�¿U��¸É�gµ¸¦24 Louisville’s Mayor Fischer has continued to support the development
�t¿ Á�g¿ ��U>�¿ t��_¿ gU����Ó¿ >�_¿ �>¸¿ _g_�U>Ág_¿ µg¸�ɵUg¸¿Ñ�Á���¿ ��¸¿ >_����¸Áµ>Á���¿
Á>µygÁg_¿Á�¿Á��¸¿Ñ�µ�¦¿��¿>__�Á���¿Á�gµg¿>µg¿�>�Ó¿�Á�gµ¿gtt�µÁ¸¿É�_gµÑ>Ó¿��¿Á�g¿¯��U>�¿
food movement”:
Farmers’ Markets:¿/�gµg¿>µg¿Çw¿t>µ�gµ¸²¿�>µ�gÁ¸¿��¿��É�¸Ð���g\¿��U>Ág_¿��¿Á�g¿t����Ñ��y¿
�g�y�L�µ���_¸[¿ >¸Á¿��Ñ�Á�Ñ�¿£Ç¿�>µ�gÁ¸¤\¿��y��>�_¸¾µg¸Ug�Á¿����¿£w¤\¿���g¸¿*���Á¿
24 “Final Report: É��_��y¿Á�g¿��U>�¿���_¿ U����Ó\¿��É�¸Ð���g\¿�g�ÁÉU�Ó°¿�>µ�gÁ¿6g�Áɵg¸\¿��U¦¾�>µ¡¿,g¸�ɵUg¸¦¿ÇÙÙl\¿*>yg¿�w¦
“If you want to stay in business, you go where the people
and the money are. And for us, that’s
Louisville.”
- Oldham County farmer
Context: Jefferson County’s Food Landscape
19
£�¤\¿-�ÉÁ�¿g�Áµ>�¿£Ç¤\¿-�ÉÁ�g>¸Á¿£Ç¤\¿-�ÉÁ�Ñg¸Á¿£Ç¤\¿-Á¦¿�>ÁÁ�gѸ¿£w¤\¿>�_¿7g¸Á¾"�_¿��É�¸Ð���g¿£Ç¤¿>�_¿�Ó�_��¾
*µ�¸¡gUÁ¿£u¤¦¿�>µ�gµ¸²¿�>µ�gÁ¸¿��¿��É�¸Ð���g¿>µg¿��Á¿Ug�Áµ>��Ó¿�µy>��×g_¿�µ¿U��µ_��>Ág_¦¿��¸Á¿>µg¿�¡g�¿��g¿�µ¿
ÁÑ�¿_>Ó¸¿>¿Ñgg�¿��¿Á�g¿yµ�Ñ��y¿¸g>¸��\¿>�_¿Á�gµg¿ �¸¿>Á¿ �g>¸Á¿��g¿�>µ�gÁ¿�¡g�¿g>U�¿_>Ó¿�t¿Á�g¿Ñgg�¦¿ ��g¿
markets are open on Saturday.25
Fresh Stop:¿�¿¡µ��gUÁ¿�t¿���¡µ�ÚÁ¿ gÑ¿,��Á¸\¿��U¦\¿g>U�¿Ñgg�¿U���É��ÁÓ¿�g�Lgµ¸¿�>Ðg¿Á�g¿�¡¡�µÁÉ��ÁÓ¿Á�¿
LÉÓ¿>¿L�Ò¿�t¿��U>�\¿tµg¸�¿¡µ�_ÉUg¿Á�>Á¿Á�gÓ¿¡�U�¿É¡¿>Á¿��g¿�t¿Á�µgg¿�µg¸�¿-Á�¡¿��U>Á���¸[¿��ɵÁ�¿�Ðg�Ég¿1��Ág_¿
�gÁ��_�¸Á¿�ɵU�\¿,g_gg�gµ¿�ÉÁ�gµ>�¿�ɵU�¿£��¿-�>Ñ�gg¿�g�y�L�µ���_¤\¿>�_¿/�g¿7g¸�gÓ¿��ɸg¦26
Community Supported Agriculture (CSA): There are 20 CSA programs serving Jefferson County, selling fruits,
ÐgygÁ>L�g¸\¿�gµL¸\¿�g>Á\¿gyy¸\¿���gÓ\¿Û�Ñgµ¸¿>�_¿Ð>�Ég�>__g_¿¡µ�_ÉUÁ¸¿_�µgUÁ�Ó¿tµ��¿t>µ�gµ¸¿Á�¿LÉÓgµ¸¦27
���¿-�¸\¿Ñ�Á�¿Á�g¿gÒUg¡Á���¿�t¿�µ>¸¸��¡¡gµ¸¿��¸Áµ�LÉÁ���¿>�_¿�µg¸�¿-Á�¡\¿>µg¿µÉ�¿LÓ¿Á�g¿¡µ�_ÉUgµ¿t>µ�\¿Ñ�Á�¿
¡�U�É¡¿ ��U>Á���¸¿��¸�Ág¿�µ¿>Á¿U���É��ÁÓ¿_µ�¡��tt¿¸�Ág¸¿¸¡gU�ÚU¿Á�¿
the CSA program. Most CSA programs are seasonal, running from
�>Ág¿�>Ó¿ Á�¿g>µ�Ó¿ �Ðg�Lgµ¦¿ �Á¿ �¸¿ g¸Á��>Ág_¿ Á�>Á¿uÙÙ¿-�¿¸�>µg¸¿
Ñgµg¿¸É¡¡��g_¿Á�¿��É�¸Ð���g¿U��¸É�gµ¸¿��¿ÇÙÙ�¦Çl
Urban Agriculture[¿/�g¿�gttgµ¸��¿�É�ÁÓ¿ ÒÁg�¸���¿�tÚUg¿�>�>yg¸¿
the community garden program for Louisville Metro. Currently,
there are more than 1,000 plots varying in size from 10’ x 20’ to 30’
x 30’ that comprise more than 24 acres at 10 different sites. The
potential retail value of production is nearly $750,000 and involves
��µg¿ Á�>�¿ �\½ÙÙ¿ U���É��ÁÓ¿ �g�Lgµ¸¦¿ �>�Ó¿ �t¿ Á�g¿ U���É��ÁÓ¿
y>µ_g�¸¿�>Ðg¿>¿ÁÑ�¿Á�¿Á�µgg¿Óg>µ¿Ñ>�Á��y¿ ��¸Á¿>�_\¿LgU>ɸg¿�t¿ Á��¸\¿_g�>�_¿ t�µ¿¸�Ág¿_gÐg��¡�g�Á¿ ��Ð��Ð��y¿
t��_¿¡µ�_ÉUÁ���¿¸Ó¸Ág�¸¿�¸¿yµ�Ñ��y¦¿��É�¸Ð���g¿�gÁµ�¿�>¸¿�>�Ó¿�¡¡�µÁÉ��Á�g¸¿Á�¿��Uµg>¸g¿Á�g¿>UUg¸¸¿�t¿��U>��Ó¿
yµ�Ñ�¿ t��_¿Á�¿�g�y�L�µ���_¸¿LÓ¿ÉÁ���×��y¿Ð>U>�Á¿�µ¿>L>�_��g_¿ ��Á¸¦¿*µg¸g�Á�Ó\¿ Á�gµg¿>µg¿��µg¿ Á�>�¿w\ÙÙÙ¿
��Á¸¿ Á�>Á¿ U�É�_¿ ¡�Ág�Á�>��Ó¿ Lg¿ ɸg_¿ t�µ¿ ÐgygÁ>L�g¿ ¡µ�_ÉUÁ���¿ >�_¿
most of these lots are located in “limited resource” communities
Ñ�gµg¿>UUg¸¸¿Á�¿tµg¸�¿tµÉ�Á¿>�_¿ÐgygÁ>L�g¸¿�¸¿>¿U�>��g�yg¦¿�>�Ó¿�t¿
Á�g¸g¿��Á¸¿U��Á>��¿¸���¸¿Á�>Á¿>µg\¿�µ¿¡gµUg�Ðg_¿Á�¿Lg\¿U��Á>���>Ág_¿
Ñ�Á�¿ Á�Ò��¸¿ g¸¡gU�>��Ó¿ �g>ÐÓ¿�gÁ>�¸¿ £�g>_¤\¿ LÉÁ¿Ñ�gµg¿ µ>�¸g_¿Lg_¿
gardening could mitigate toxic soil issues.�
Retail:¿ "t¿ Á�g¿ >t�µg�g�Á���g_¿ �Ù¿ ¸É¡gµ�>µ�gÁ¿ U�>��¸¿ >�_¿ ÁÑ�¿
Ñ>µg��ɸg¿U�>��¸¿_���y¿Lɸ��g¸¸¿��¿��É�¸Ð���g\¿¸gÐgµ>�¿>µg¿��Á>L�Ó¿
>UÁ�Ðg¿��¿¡µ�Uɵ��y¿>�_¿�>µ�gÁ��y¿��U>��Ó¿yµ�Ñ�¿�µ¿̧ �ɵUg_¿¡µ�_ÉUÁ¸¦¿
T¿ �µg¸�¿�>µ�gÁ¿�>¸¿>¿¯�µ�Ñ�¿±,�É�_¿�gµg°¿_g¸�y�>Á���¿Á�¿�_g�Á�tÓ¿¡µ�_ÉUg¿yµ�Ñ�¿Ñ�Á���¿��g¿�É�_µg_¿���g¸¿�t¿Á�g¿¸Á�µg\¿>¸¿Ñg��¿>¸¿>¿¯���g¸¿�µg¸�gµ°¿_g¸�y�>Á���¿t�µ¿¡µ�_ÉUg¿yµ�Ñ�¿�ÉÁ¸�_g¿Á�g¿��g¿�É�_µg_¿���g¿µ>_�ɸ\¿LÉÁ¿U��¸gµ¿Á�>�¿Ñ�>Á¿Á�g¿company calls the industry’s “main harvest region”.30
T¿ �µ�ygµ¿>�¸�¿�>¸¿¯��U>��Ó¿yµ�Ñ�°¿>�_¿¯��U>��Ó¿¡µ�_ÉUg_°¿¡µ�yµ>�¸\¿>�_¿>__�Á���>��Ó\¿Á�g¿U��¡>�Ó¿
25¿ �ÁÁ¡[¾¾ÑÑѦ��É�¸Ð���g�Ó¦y�о�g>�Á�Ó���gÁ�Ñ�¾�g>�Á�Óg>Á��y¾�µg¸�-Á�¡¸¦�Á�
26 Fresh Stops. �ÁÁ¡[¾¾ÑÑѦ��É�¸Ð���g�Ó¦y�о�g>�Á�Ó���gÁ�Ñ�¾�g>�Á�Óg>Á��y¾�µg¸�-Á�¡¸¦�Á�
27 Community Supported Agriculture Program. Kentucky Department of Agriculture. �ÁÁ¡[¾¾ÑÑѦ�Ó>yµ¦U��¾�>µ�gÁ��y¾-�¦�Á��
Çl¿ ¿/�g¿-Á>Ág¿�t¿���_¦¿�¿-�>¡¸��Á¿�t¿���_¿�UUg¸¸¿��¿��É�¸Ð���g¦¿�>Ó�µ²¸¿�g>�Á�Ó¿���gÁ�Ñ�¿��Ðg�g�Á\¿ÇÙ�Ù¦
Ç� ¿��t�µ�>Á���¿¡µ�Ð�_g_¿LÓ¿7>Ó�g¿���y\¿� ,¿�yg�Á¾�É�ÁÓ¿��µ_��>Á�µ\¿�gttgµ¸��¿�É�ÁÓ¿ ÒÁg�¸���¿-gµÐ�Ug\¿�gUg�Lgµ¿ÇÙ�Ǧ
30¿ ¿/�g¿�µg¸�¿�>µ�gÁ¦¿���_¿�µ��¿9�ɵ¿ g�y�L�µ¸¦¿�ÁÁ¡[¾¾ÑÑѦÁ�gtµg¸��>µ�gÁ¦U��¾�g¡>µÁ�g�Á¸¾¡µ�_ÉUgÎ���_Î�µ��Î9�ɵΠg�y�L�µ¦�Á��
“I have yet to see any local product in season
where production exceeds our demand.”
- Kroger representative
Context: Jefferson County’s Food Landscape
20
Ñ�µ�¸¿Ñ�Á�¿ÇÙ¿_>�µ�g¸¿��¿�u¿¸Á>Ág¸¿Á�¿¡µ�Ug¸¸¿>�_¿_g��Ðgµ¿����¿Á�¿>��¿�µ�ygµ¿¸Á�µg¸¦¿�µ�ygµ¿¡>µÁ�U�¡>Ág¸¿��¿�>�Ó¿¸Á>Ág¿��U>�¿>yµ�UÉ�Áɵ>�¿�>µ�gÁ��y¿¡µ�yµ>�¸\¿��U�É_��y¿�g�ÁÉU�Ó¿*µ�É_\¿Á�g¿¸Á>Ág²¸¿�tÚU�>�¿t>µ�¿�>µ�gÁ��y¿¡µ�yµ>�\¿Ñ��U�¿¡µ���Ág¸¿t��_¿¡µ�_ÉUÁ¸¿yµ�Ñ�¿>�_¿¡µ�_ÉUg_¿��¿�g�ÁÉU�Ó.31
T¿ �g��gµ²¸¿ÑgL¸�Ág¿U�>��¸¿Á�>Á¿¯�g��gµ¿�¸¿Á�g¿�>µyg¸Á¿¡ÉµU�>¸gµ¿�t¿��U>�¿¡µ�_ÉUg¿��¿Á�g¿�>µ�gÁ¸¿Ñg¿¸gµÐg\°¿Ñ��U�¿��U�É_g¿��_�>�>\¿"���\¿�������¸¿>�_¿��U��y>�¿>���y¿Ñ�Á�¿�g�ÁÉU�Ó¦¿�g��gµ¿¡>µÁ�U�¡>Ág¸¿��¿Kentucky Proud. 32
T¿ 7>��>µÁ¿£ g�y�L�µ���_¿�>µ�gÁ¿E¿-É¡gµUg�Ágµ¤¿�>¸¿>¿�É�Lgµ¿�t¿U����Á�g�Á¸¿µg�>Ág_¿Á�¿¸É¸Á>��>L�g¿>yµ�UÉ�Áɵg\¿��U�É_��y¿��Uµg>¸��y¿Á�g¿��U��g¿�t¿Á�g¿¸�>��¿>�_¿�g_�É��¸�×g_¿t>µ�gµ¸¿Á�g¿U��¡>�Ó¿¸�ɵUg¸¿tµ��¿LÓ¿�Ùæ¿Á�¿�u榿��¿ÇÙ��\¿7>��>µÁ¿��Uµg>¸g_¿Á�g¿>��É�Á¿�t¿��U>�¿¡µ�_ÉUg¿Á�g¿U��¡>�Ó¿¸�ɵUg¸¿LÓ¿�¼æ\¿Ñ��U�¿>UU�É�Á¸¿t�µ¿�Ùæ¿�t¿Á�g¿>��¿Á�g¿¡µ�_ÉUg¿�Á¿¸g��¸¦ 33
T¿ 7���g¿���_¸¿�>µ�gÁ¿�>¸¿>¿��U>�¿*µ�_ÉUgµ¿��>�¿*µ�yµ>�\¿Ñ��U�¿¡µ�Ð�_g¸¿É¡¿Á�¿e�Ù¿�������¿��¿��Ñ¿��Ágµg¸Á¿Ú�>�U��y¿Á�¿t>µ�gµ¸¿>µ�É�_¿Á�g¿U�É�ÁµÓ¦¿��¿Ágµ�¸¿�t¿_gÚ���y¿¯��U>�\°¿g>U�¿�t¿Á�g¿U�>��²¸¿��¿µgy���¸¿�>¸¿�Á¸¿�Ñ�¿¸¡gU�ÚU¿_gÚ��Á���\¿Á��Éy�¿��¿gÐgµÓ¿U>¸g¿�Á¿U>���Á¿��U�É_g¿¡µ�_ÉUÁ¸¿Á�>Á¿�>Ðg¿Áµ>Ðg�g_¿��µg¿Á�>�¿��g¿_>Ó¿£¸gÐg�¿��ɵ¸¿LÓ¿U>µ¿�µ¿ÁµÉU�¤¦34
��¿>__�Á���\¿��É�¸Ð���g¿�>¸¿¸gÐgµ>�¿¸�>��gµ¿ ��_g¡g�_g�Á¿µgÁ>��gµ¸¿Á�>Á¿>µg¿LÓ¿Ð>µÓ��y¿_gyµgg¸¿¡ÉµU�>¸��y¿>�_¿
selling local products. Of note is Root Cellar, an independent retail food store that entered the Louisville market
��¿�¡µ��¿ÇÙ��¿>�_¿��Ñ¿�>¸¿ÁÑ�¿��U>Á���¸¿Á�>Á¿¸g��¿��U>�\¿t>µ��µ>�¸g_¿¡µ�_ÉUÁ¸¿�t¿>��¿Ð>µ�gÁ�g¸¦¿
Local food distributors:¿ -gÐgµ>�¿ U��¡>��g¸¿ �>Ðg¿ ¸¡gU�ÚU>��Ó¿ t�Uɸg_¿ ��¿ _�¸Áµ�LÉÁ��y¿ ��U>��Ó�yµ�Ñ�¿ t��_¸¦¿
Among them are:
T¿ �µ>¸¸��¡¡gµ¸¿��¸Áµ�LÉÁ���¿�¸¿>¿��U>�¿_�¸Áµ�LÉÁ�µ¿Á�>Á¿¸g��¸¿���Ó¿��U>��Ó¿yµ�Ñ�¿t��_¦¿/�g¿�µy>��×>Á���¿Ñ�µ�¸¿Ñ�Á�¿>¡¡µ�Ò��>Ág�Ó¿¼u¿��U>�¿t>µ�¸¿Á�¿Lµ��y¿>¿tÉ��¿µ>�yg¿�t¿��U>�¿¡µ�_ÉUÁ¸¿Á�¿U��¸É�gµ¸¿Óg>µ¿µ�É�_¦¿��¿>__�Á���¿Á�¿Lɸ��g¸¸�Á��Lɸ��g¸¸¿¸>�g¸\¿�µ>¸¸��¡¡gµ¸¿�>¸¿�Ðgµ¿�\ÇÙÙ¿¸ÉL¸Uµ�Lgµ¸¿Á�¿�Á¸¿��U>�¿t��_¿yµ�UgµÓ¿¡µ�yµ>�\¿��¿��É�¸Ð���g\¿g�¸gÑ�gµg¿��¿�g�ÁÉU�Ó¿>�_¿��¿-�ÉÁ�gµ�¿��_�>�>¦ 35
T¿ µg>Á���¿�>µ_g�¸¿�¸¿>¿t��_¿_�¸Áµ�LÉÁ�µ¿Ñ�Á�¿�ÉL¸¿��¿��É�¸Ð���g¿>�_¿ >¸�Ð���g\¿¸¡gU�>��×��y¿��¿¡µ�Ð�_��y¿¡µ�_ÉUg¿>�_¿y�ɵ�gÁ¿t��_¸¿Á�¿µg¸Á>ɵ>�Á¸¿>�_¿��¸Á�ÁÉÁ���¸¿£¸ÉU�¿>¸¿��Ág�¸¿>�_¿É��Ðgµ¸�Á�g¸¤¦¿/�g¿U��¡>�Ó¿¸gµÐg¸¿�Ðgµ¿lÙÙ¿UɸÁ��gµ¸¿��¿�g�ÁÉU�Ó\¿/g��g¸¸gg¿>�_¿-�ÉÁ�gµ�¿��_�>�>¦¿����y¿�Á¸¿_�¸Áµ�LÉÁ���¿µ�ÉÁg¸\¿µg>Á���¿�>µ_g�¸¿>�¸�¿¸Á�¡¸¿>Á¿��U>�¿t>µ�¸\¿LÉÓ��y¿>�_¿¡�U���y¿É¡¿Á�g¿�>��µ�ÁÓ¿�t¿Á�g¿��U>�¿t��_¸¿Á�gÓ¿_�¸Áµ�LÉÁg¿_�µgUÁ�Ó¿tµ��¿Á�g¿t>µ�¸¿Á�g�¸g�Ðg¸¦¿"�g¿�t¿Á�g¿�g>_¿_�¸Áµ�LÉÁ�µ¸¿�t¿�g�ÁÉU�Ó¿*µ�É_¿�>Lg�g_¿¡µ�_ÉUÁ¸\¿µg>Á���¿�>µ_g�¸¿�>¸¿>¿tÉ���Á��g¿µg¸�ɵUg¿t�Uɸg_¿��¿¡µ�Uɵ��y¿��U>�¿t��_¸\¿��Á��y¿Á�>Á¿¯LÉÓ��y¿��U>�¿�g�¡¸¿�ɵ¿>µg>¿t>µ�gµ¸\¿�ɵ¿��U>�¿gU�����g¸¿>�_¿¸>Ðg¸¿��>_¸¿�t¿fuel from transcontinental freight.”
T¿ �µgg�¿¦ ¦�¦ ¦¿�¸¿>�¿��_�>�>¡���¸�L>¸g_¿U��¡>�Ó¿¸gµÐ��y¿Á�g¿U���É��Á�g¸¿�t¿��_�>�>¡���¸\¿�É�U�g\¿�Á¦¿7>Ó�g\¿��É�¸Ð���g\¿��U���>Á�\¿ �µÁ�gµ�¿�g�ÁÉU�Ó\¿��É�Lɸ¿E¿�>ÓÁ��\¿Ñ��¸g¿¸Á>Ág_¿y�>�¿�¸¿¯Á�¿�>�g¿�g>�Á�Ó¿>�_¿¸É¸Á>��>L�Ó¿yµ�Ñ�¿��U>�¿t��_¿>tt�µ_>L�g\¿>UUg¸¸�L�g\¿>�_¿U��Ðg��g�Á¿Á�¿Á�g¿��_Ñg¸Á¿U���É��Á�g¸°¿Á�gÓ¿¸gµÐg¦36
31¿ ¿�µ�ygµ¿ÇÙ�Ç¿-ɸÁ>��>L���ÁÓ¿,g¡�µÁ¦¿�ÁÁ¡[¾¾¸É¸Á>��>L���ÁÓ¦�µ�ygµ¦U��¾ÇÙ�Ç�µ�ygµ-ɸÁ>��>L���ÁÓ,g¡�µÁ¦¡_t
32¿ ¿�g��gµ\¿��U>�¿�µ�Ñgµ¸¦¿�ÁÁ¡[¾¾ÑÑѦ�g��gµ¦U��¾U��Ág�Á¾U�µ¡�µ>Ág¦�¸¡«¡>yg >�gp��U>�Îyµ�Ñgµ¸
33¿ ¿7>��>µÁ¿���L>�¿,g¸¡��¸�L��ÁÓ\¿-ɸÁ>��>L�g¿�yµ�UÉ�Áɵg¦¿�ÁÁ¡[¾¾U�µ¡�µ>Ág¦Ñ>��>µÁ¦U��¾y��L>��µg¸¡��¸�L���ÁÓ¾g�Ð�µ���g�Á�¸É¸Á>��>L���ÁÓ¾¸É¸Á>��>L�g�>yµ�UÉ�Áɵg
34¿ ¿7���g¿���_¸\¿��U>�¿*µ�_ÉUgµ¿��>�¿*µ�yµ>�¦¿�ÁÁ¡[¾¾ÑÑѦÑ���gt��_¸�>µ�gÁ¦U��¾��¸¸����Ð>�Ég¸¾U>µ��y�U���É��Á�g¸¾��U>��¡µ�_ÉUgµ���>��program
35¿ ¿�µ>¸¸��¡¡gµ¸¦¿�L�ÉÁ¿1¸¦¿�ÁÁ¡[¾¾yµ>¸¸��¡¡gµ¸_�¸Áµ�LÉÁ���¦U��¾>L�ÉÁ�ɸ¾
36¿ ¿�µgg�¿¦ ¦�¦ ¦¿�L�ÉÁ¿1¸¦¿�ÁÁ¡[¾¾ÑÑѦyµgg�Lg>�_g��ÐgµÓ¦U��¾�g�ÁÉU�Ó¾��_gÒ¦¡�¡¾>L�ÉÁ�Ǿ
Context: Jefferson County’s Food Landscape
21
T¿ Ehrler’s is a micro delivery service focusing on local dairy products, in Louisville and the surrounding areas.37
T¿ �µ�Ñ¿�>µ�¸¿�¸¿>¿Ñ���g¸>�g¿yµ�Ñgµ¿>�_¿_�¸Áµ�LÉÁ�µ¿�t¿µgy���>��Ó¿yµ�Ñ�¿tµÉ�Á¸¿>�_¿ÐgygÁ>L�g¸¿Ñ�Á�¿¯>Uµg>yg¿��¿¡µ�_ÉUÁ���¿��¿�g�ÁÉU�Ó\¿��_�>�>\¿"���\¿/g��g¸¸gg¦°¿�µ�Ñ¿�>µ�¸¿�¸¿>¿¸ÉL¸�_�>µÓ¿�t¿��µÁ��¿�µÉ�Á¿��¡>�Ó¿�t¿��É�¸Ð���g\¿>¿�g>_��y¿µg�¡>U�gµ\¿¡µ�Ug¸¸�µ\¿>�_¿tÉ������g¿_�¸Áµ�LÉÁ�µ¿�t¿tµÉ�Á¸¿>�_¿ÐgygÁ>L�g¸¿L>¸g_¿��¿��É�¸Ð���g¦Ãl
T¿ *�>××>¿*µ�_ÉUg¿�¸¿>�¿��_�>�>¡���¸�L>¸g_¿tµÉ�Á¿>�_¿ÐgygÁ>L�g¿_�¸Áµ�LÉÁ�µ¿Á�>Á¿¸g��¸¿>¡¡µ�Ò��>Ág�Ó¿e�ÇÙ¿�������¿Ñ�µÁ�¿�t¿t��_¿g>U�¿Óg>µ¿��¿ÚÐg¿¸Á>Ág¸\¿Ñ�Á�¿>¿t�Uɸ¿��¿��¸Á�ÁÉÁ���>�¿t��_¿¡µ�Ð�_gµ¸¦¿��¿ÇÙ��\¿Á�g¿U��¡>�Ó¿�¡g�g_¿>¿¸�>��¿Ñ>µg��ɸg¿>�_¿�>É�U�g_¿>¿¡���Á¿��U>�¿t��_¿¡µ�yµ>�¿��¿��É�¸Ð���g\¿Á�¿¸g��¿�9¿*µ�É_¿¡µ�_ÉUÁ¿Á�¿��É�¸Ð���g¿Ñ���g¸>�g¿LÉÓgµ¸¦
T¿ >�¡�¸>��¿�µÉ�Á¿�¸¿>¿��É�¸Ð���g�L>¸g_¿_�¸Áµ�LÉÁ�µ¿Á�>Á¿¸�ɵUg¸¿U�>¸Á¿Á�¿U�>¸Á\¿>¸¿Ñg��¿>¸¿internationally, and is also committed to sourcing local produce in season.Ã�
Jefferson County Public Schools (JCPS)¿ �>¸¿ Lgg�¿ ¡ÉµU�>¸��y¿ ��U>�¿ t��_¸¿ t�µ¿ �Á¸¿�g>�¿ >�_¿ ¸�>U�¿ ¡µ�yµ>�¸¿
t�µ¿ ÿ Óg>µ¸\¿ ¡>µÁ�gµ��y¿ Ñ�Á�¿ t��_¿ _�¸Áµ�LÉÁ�µ¸¿ >�_¿ _�µgUÁ�Ó¿ Ñ�Á�¿ t>µ�gµ¸¦¿ �*-¿ ¸gµÐg¸¿ >¿ Á�Á>�¿ �t¿ l¼\ÙÙÙ¿
�g>�¸¿ >�_¿ u\ÙÙÙ¿ ¸�>U�¸¿ ¡gµ¿ _>Ó¿ >Uµ�¸¸¿ �w�¿ ¸U����¸¿ Á�µ�Éy�¿ Á�g¿ >Á���>�¿ -U����¿ �É�U�¿ *µ�yµ>�¿ £ -�*¤¿
during the school year. In 2010, JCPS created local food procurement policy. The policy states that
�*-¿Ñ���¿ ¸gg�¿ Á�¿ �_g�Á�tÓ¿ >�_¿ gÒgUÉÁg¿ �¡¡�µÁÉ��Á�g¸¿ t�µ¿ ��U>�¿ ¡ÉµU�>¸��y¿ �t¿ ¡µ�_ÉUg¦ 55 During the 2011 to
ÇÙ�Ç¿ ¸U����¿ Óg>µ\¿ �¼¿ ��U>��Ó¿ yµ�Ñ�¿ �Ág�¸¿ Ñgµg¿ ��U�É_g_¿ ��¿ Á�g¿ ¸U����¿ �É�U�¿ ¡µ�yµ>�¿ >Á¿ >�¿ g¸Á��>Ág_¿
Ð>�Ég¿ �t¿ e�Ǽ\ÙÙÙ\¿ /�g¿ �µg¸�¿ �µÉ�Á¿ >�_¿ 6gygÁ>L�g¿ -�>U�¿ ¡µ�yµ>�¿ ¡ÉµU�>¸g_¿ e�ÃÙ\ÙÙÙ¿ �t¿ ��U>��Ó¿ yµ�Ñ�¿
produce.40 /�g¿ ¸U����¿ _�¸Áµ�UÁ¿ ¸gÁ¿ >¿ Á>µygÁ¿ �t¿ ¸�ɵU��y¿ Çuæ¿ �t¿ �Á¸¿ ¡µ�_ÉUg¿ tµ��¿ ��U>�¿ t>µ�¸¿ ��¿ ÇÙ�Ǧ41
The University of Louisville¿�>¸¿>¿¯�µgg�¿*ɵU�>¸��y°¿¡���UÓ¿Á�>Á¿��U�É_g¸¿Á�g¿t����Ñ��y¿U�>ɸg¸¿µg�>Ág_¿Á�¿Á�g¿
purchase of local foods:
T¿ 7�g�¿¡ÉµU�>¸��y¿>yµ�UÉ�Áɵ>�¿¡µ�_ÉUÁ¸\¿>��¿t��_¿U��Áµ>UÁ�µ¸¿¸�>��¿¡ÉµU�>¸g¿�g�ÁÉU�Ó�yµ�Ñ�¿>yµ�UÉ�Áɵ>�¿¡µ�_ÉUÁ¸¿�t¿Á�g¿¡µ�_ÉUÁ¸¿>µg¿>Ð>��>L�g¿>�_¿�t¿Á�g¿Ðg�_�µ¿U>�¿�ggÁ¿Á�g¿>¡¡��U>L�g¿ªÉ>��ÁÓ¿standards and pricing requirements.
T¿ ���¿t��_¿U��Áµ>UÁ�µ¸¿¸�>��¿>yµgg¿Á�¿Ñ�µ�¿Ñ�Á�¿Á�g�µ¿_�¸Áµ�LÉÁ�µ¸¿Á�¿¡ÉµU�>¸g¿>¿�����É�¿�t¿�uæ¿��U>��Ó¿yµ�Ñ�¿¡µ�_ÉUÁ¸¦¿
T¿ ���¿t��_¿U��Áµ>UÁ�µ¸¿¸�>��¿tɵÁ�gµ¿>yµgg¿Á�>Á¿Á�g¿�uæ¿�¸¿>�¿���Á�>�¿¡gµUg�Á>yg¿>�_¿Á�>Á¿>��¿t��_¿U��Áµ>UÁ�µ¸¿Ñ���¿¡ÉµU�>¸g¿>¸¿�ÉU�¿��U>�¿¡µ�_ÉUg¿>�_¿¡µ�_ÉUÁ¿>¸¿¡�¸¸�L�g¦¿
T¿ ���¿t��_¿U��Áµ>UÁ�µ¸¿>�_¿1��Ðgµ¸�ÁÓ¿Ñ���¿µgÐ�gÑ¿Á�g¿��U>�¿¡ÉµU�>¸g¸¿>��É>��Ó¿>�_¿�ÉÁÉ>��Ó¿>yµgg¿��¿��Uµg>¸g¸¿Á�¿Á�g¿¡gµUg�Á>yg¿Ñ�gµg¿>�_¿Ñ�g�¿¡�¸¸�L�g¦ 42
/�g¿1��Ðgµ¸�ÁÓ¿�t¿��É�¸Ð���g¿>�¸�¿Ñ�µ�¸¿Ñ�Á�¿-�_gÒ�¿��¿>¿Ð>µ�gÁÓ¿�t¿U>�¡É¸¿_����y¿¸É¸Á>��>L���ÁÓ¿ ���Á�>Á�Ðg¸\¿
��U�É_��y¿��U>�¿¡ÉµU�>¸��y¦¿,�Éy��Ó¿ÇÙæ¿�t¿>��¿t��_¿¡ÉµU�>¸g¸¿>µg¿¸�ɵUg_¿tµ��¿Ñ�Á���¿ÇuÙ¿���g¸¿�t¿U>�¡É¸\¿
��U�É_��y¿¡µ�_ÉUg\¿_>�µÓ\¿�g>Á¸\¿Lµg>_¸¿>�_¿L>�g_¿y��_¸¦¿��¿Á�g¿̧ gU��_¿�>�t¿�t¿ÇÙ��\¿Ç�¦¼æ¿Ñ>¸¿̧ �ɵUg_¿��U>��Ó¦43
37¿ ¿ �µ�gµ²¸¿��Uµ�¿�>�µÓ¿�ÁÁ¡[¾¾g�µ�gµ¦_g��ÐgµÓL�סµ�¦U��¾���g¦¡�¡
Ãl¿ ¿�µ�Ñ¿�>µ�¸¦¿�ÁÁ¡[¾¾ÑÑѦyµ�Ñt>µ�¸¦U��¾
Ã� Frank A. Campisano & Sons Fruit Co. Products. �ÁÁ¡[¾¾U>�¡�¸>��tµÉ�Á¦U��¾_Ó�*>yg¦>¸¡«�_pÇ
40¿ ¿ _�L�g¿��É�¸Ð���g¦¿ _�L�g¿/�_L�Á¸¦¿�>Ó��É�g¿ÇÙ�Ǧ¿�ÁÁ¡[¾¾ÑÑѦg_�L�gU���É��Á�g¸¦U��¾��É�¸Ð���g¾�>Ó��É�g�ÇÙ�Ǿg_�L�g�Á�_L�Á¸¦�Á�
41¿ �>Á>Ó>�>\¿�¦¿�*-¿*µg¡>µg¸¿t�µ¿1-��¿Á�¿1¡_>Ág¿-U����¿ ÉÁµ�Á���¿-Á>�_>µ_¸\¿7�*�¿ gѸ¦¿�>�É>µÓ¿Çw\¿ÇÙ�Ǧ¿�ÁÁ¡[¾¾>µU��Ðg¸¦Ñt¡�¦�µy¾ÇÙ�ǾÙ�¾Çw¾�U¡¸�¡µg¡>µg¸�t�µ�ɸ_>�Á��É¡_>Ág�¸U������ÉÁµ�Á����¸Á>�_>µ_¸¾
42¿ ¿1��Ðgµ¸�ÁÓ¿�t¿��É�¸Ð���g¿-ɸÁ>��>L���ÁÓ¦¿�µgg�¿*ɵU�>¸��y¦¿�ÁÁ¡[¾¾��É�¸Ð���g¦g_ɾ¸É¸Á>��>L���ÁÓ¾�¡gµ>Á���¸¾yµgg��¡ÉµU�>¸��y¦�Á��
43 1��Ðgµ¸�ÁÓ¿�t¿��É�¸Ð���g¿-ɸÁ>��>L���ÁÓ¦¿���_¦¿�ÁÁ¡[¾¾��É�¸Ð���g¦g_ɾ¸É¸Á>��>L���ÁÓ¾�¡gµ>Á���¸¾t��_¦�Á��
Context: Jefferson County’s Food Landscape
22
YMCA �>¸¿¡>µÁ�gµg_¿Ñ�Á�¿Á�g¿��É�¸Ð���g¿�g¡>µÁ�g�Á¿�t¿*ÉL��U¿�g>�Á�¿>�_¿7g���g¸¸¿>���y¿Ñ�Á�¿Á�g¿g�Ágµ¿t�µ¿
Health Equity in a “Healthy In A Hurry Corner Store” initiative that addresses the lack of fresh produce and
ÐgygÁ>L�g¸¿��¿��Ñ���U��g¿>µg>¸¦¿/�gµg¿>µg¿Uɵµg�Á�Ó¿¸gÐg�¿�µ�gµ¿-Á�µg¿��U>Á���¸¦44
Restaurants:¿�>�Ó¿��É�¸Ð���g¿µg¸Á>ɵ>�Á¸¿�>Ðg¿t����Ñg_¿Á�g¿�>Á���>�¿Áµg�_¿Á�¿>__¿��U>�¿t��_¿�ttgµ��y¸¿Á�¿Á�g�µ¿
�g�ɸ¦¿/�gµg¿>µg¿Uɵµg�Á�Ó¿wÿ��É�¸Ð���g¿ µg¸Á>ɵ>�Á¸¿ ��¿ Á�g¿�g�ÁÉU�Ó¿*µ�É_¿,g¸Á>ɵ>�Á¿,gÑ>µ_¸¿¡µ�yµ>�45,
and several restaurants market their local menu items as a key distinguishing factor, including Harvest, Lilly’s,
�>Ó>�¿>th\¿µ�¸Á��¿>µ¿E¿�µ���g\¿ �_gµ_�Ñ�¿>�_¿�¸Áµ�¿ÃÙ�¦
Community Farm Alliance:¿ /��¸¿ ¸Á>Ág�Ñ�_g¿ yµ>¸¸µ��Á¸¿ �µy>��×>Á���¿ �>¸¿ >¿ ¸Áµ��y¿ ¡���UÓ¿ t�Uɸ¦¿ /�µ�Éy�¿
U���É��ÁÓ¿�µy>��×��y¿>�_¿¸Áµ>Ágy�U¿>���>�Ug¸\¿��¿Ñ�µ�¸¿Á�¿Lµ��y¿>¿Uµ�Á�U>�¿¡ÉL��U¿Ð��Ug¿Á�¿¡���UÓ¿�>�gµ¸¦¿�¿
¸g�Á��g�¿>UU��¡��¸��g�Á¿�t¿Á�g¿yµ�É¡¿U>�g¿��¿ÇÙÙÙ¿Ñ�g�¿��¿�g�Lgµ¸¿�g_¿>¿U>�¡>�y�¿Á�¿¡>¸¸¿�¿½��¿Á�¿
Uµg>Ág¿ Á�g¿�g�ÁÉU�Ó¿�yµ�UÉ�Áɵ>�¿�gÐg��¡�g�Á¿ �É�_¿>�_¿>¿ ���y�Ágµ�¿U����Á�g�Á¿ Á�¿_�Ðgµ¸�tÓ¿ >�_¿ µgLÉ��_¿
�g�ÁÉU�Ó²¸¿Á�L>UU�¿t>µ���y¿U���É��Á�g¸¦46
Edible Louisville¿�>y>×��g¿ �¸¿>¿L�����Á��Ó¿¡ÉL��U>Á���¿t�Uɸg_¿��¿��U>�¿t��_¸¿
Á�>Á¿>��¸¿Á�¿¯U���gUÁ¿U��¸É�gµ¸¿Ñ�Á�¿��U>�¿yµ�Ñgµ¸\¿µgÁ>��gµ¸\¿U�gt¸\¿>�_¿t��_¿
>µÁ�¸>�¸\¿g�>L���y¿Á��¸g¿µg�>Á���¸��¡¸¿Á�¿yµ�Ñ¿>�_¿Á�µ�Ðg¿��¿�ÉÁÉ>��Ó¿Lg�gÚU�>�\¿
�g>�Á�Ó¿>�_¿gU�����U>��Ó¿Ð�>L�g¿Ñ>Ó¸¦°47
Education: Outside of classrooms, there are local food-related educational
gtt�µÁ¸¿ É�_gµÑ>Ó¿ LÓ¿ Ð>µ��ɸ¿ ���¡µ�ÚÁ¿ �µy>��×>Á���¸¦¿ /�g¿ ���_¿ ��Ágµ>UÓ¿
*µ��gUÁ¿>��¸¿¯Á�¿��¸¡�µg¿>¿�gÑ¿yg�gµ>Á���¿�t¿¡g�¡�g¿Á�¿LÉ��_¿µg�>Á���¸��¡¸¿Ñ�Á�¿
healthy food, farming, and the land,” through its experiential programs that
focus on plants, agriculture and food education.wl Louisville also has a local
U�>¡Ágµ¿ �t¿ -��Ñ¿ ���_¸¿ ��Ágµ�>Á���>�\¿ Ñ��U�¿ �ttgµ¸¿ ��Uµ�¿ yµ>�Á¸¿ Á�¿ t>µ�gµ¸¿
��¿ Á�g¿ t�µ�¿ �t¿ ¯>yµ�¿ Ñ�¸�g¸°¿ >�_¿ yµ>�Á¸¿ Á�¿ ¸U����¸¿ t�µ¿ y>µ_g�¿ ¡µ��gUÁ¸¦w�
44¿ ¿9��¦¿�ÁÁ¡[¾¾ÑÑѦÓ�U>��É�¸Ð���g¦�µy¾¸�U�>��µg¸¡��¸�L���ÁÓ¾¸�U�>��¸gµÐ�Ug¸¾�g>�Á�Ó����>��ɵµÓ�U�µ�gµ�¸Á�µg¸¦�Á��
45 �ÁÁ¡[¾¾ÑÑѦ�Ó>yµ¦U��¾�>µ�gÁ��y¾µg¸Á>ɵ>�Á�µgÑ>µ_¸�¡µ�yµ>�¦�Á��
46 Community Farm Alliance. http://communityfarmalliance.org
47¿ ¿ _�L�g¿��É�¸Ð���g¦¿�ÁÁ¡[¾¾ÑÑѦg_�L�gU���É��Á�g¸¦U��¾��É�¸Ð���g
wl¿ ¿���_¿��Ágµ>UÓ¿*µ��gUÁ¦¿�ÁÁ¡[¾¾t��_��Ágµ>UÓ¡µ��gUÁ¦�µy
w� -��Ñ¿���_¸¿�Égyµ>¸¸¦¿�ÁÁ¡[¾¾ÑÑѦ¸��Ñt��_L�Égyµ>¸¸¦�µy¾¸�Ág¾
Context: Jefferson County’s Food Landscape
23
Data Analysis
2% 3%
6%
59%
9%
20%
All Commercial Food Buyers, By Sector
Processor, Manufacturer
Distributor, Wholesaler
Food service, Caterer
Restaurant
Supermarket, Grocery
Other Retail
Commercial Survey
Response Rate
�¸¿_g¸Uµ�Lg_¿��¿Á�g¿�gÁ��_���yÓ¿¸gUÁ���¿�t¿Á��¸¿µg¡�µÁ\¿¼u¿U���gµU�>�¿t��_¿LÉÓgµ¸¿µg¡µg¸g�Á��y¿�Ù¼¿��U>Á���¸¿
��¿ �gttgµ¸��¿�É�ÁÓ¿U��¡�gÁg_¿ Á�g¿ ¸ÉµÐgÓ\¿Lµ��g�¿_�Ñ�¿LÓ¿ ¸gUÁ�µ¿ >¸¿ t����Ѹ[¿Ã¿��¸Áµ�LÉÁ�µ¸¾7���g¸>�gµ¸\¿
11 Food Service/Institutions/Caterers, 5 Supermarkets, 35 Restaurants, 6 Processors/Manufacturers, 11 Other
,gÁ>��¿£�µ�gµ¿-Á�µg¸¾-¡gU�>�ÁÓ¿���_¿-Á�µg¸¾��Ðg��g�Ug¿-Á�µg¸¤\¿>�_¿w¿"Á�gµ¦¿/�g¿U�>µÁ¸¿Lg��Ñ¿U��¡>µg¿Á�g¿
É��Ðgµ¸g¿�t¿¸ÉµÐgÓ¿µg¸¡��_g�Á¸¿Á�¿�gttgµ¸��¿�É�ÁÓ²¸¿U���gµU�>�¿t��_¿LÉÓ��y¿¡�¡É�>Á���¿>¸¿>¿Ñ���g¦50
/�g¿_>Á>¿�>¸¿Lgg�¿�µy>��×g_¿Á�¿>�¸Ñgµ¿Á�g¿t����Ñ��y¿t�ɵ¿Lµ�>_¿ªÉg¸Á���¸[
1. ��Ñ¿>�_¿Ñ�>Á¿>µg¿LÉÓgµ¸¿LÉÓ��y¿��Ñ«
2. ��Ñ¿_�¿LÉÓgµ¸¿�>�g¿¡ÉµU�>¸��y¿_gU�¸���¸«
3. ��Ñ¿_�¿Lɸ��g¸¸g¸²¿ ��Ágµ�>�¿ ¡���U�g¸¿ >�_¿¡µ�Á�U��\¿ ¸É¡¡��gµ¿ µgªÉ�µg�g�Á¸¿ >�_¿¡ÉµU�>¸��y¿ tµ>�gÑ�µ�¸¿
��¡>UÁ¿��U>�¿t��_¿¡µ�Uɵg�g�Á«
4. ��Ñ¿_�¿LÉÓgµ¸¿¸gg¿��U>�¿t��_¿>¸¿>�¿>�U��µ¿t�µ¿>¿Lµ�>_gµ¿gU�����U¿_gÐg��¡�g�Á¿¸Áµ>ÁgyÓ«¿
50¿��µ¿g>¸g¿�t¿µg>_��y\¿Á�µ�Éy��ÉÁ¿Á��¸¿¸gUÁ���\¿Á�g¸g¿U>Ágy�µ�g¸¿>µg¿µgtgµµg_¿Á�¿>¸¿t����Ѹ[¿��¸Áµ�LÉÁ�µ¸\¿,g¸Á>ɵ>�Á¸\¿���_¿-gµÐ�Ug\¿*µ�Ug¸¸�µ¸\¿Supermarkets, and Other Retail.
24
Question #1: How and what are buyers buying now?
/�¿ y�Ðg¿ >¿ ¸g�¸g¿ �t¿ Á�g¿ ¸U>�g¿ �t¿ Á�g¿ Lɸ��g¸¸g¸¿ ¸ÉµÐgÓg_\¿ ¼¼æ51 of
µg¸¡��_g�Á¸¿ ¡ÉµU�>¸g¿ t�µ¿ U��¡>��g¸¿ Ñ�Á�¿ É¡¿ Á�¿ ÚÐg¿ ��É�¸Ð���g¿
��U>Á���¸¦¿�ɸÁ¿�Ðgµ¿læ¿Ñ�µ�¿t�µ¿U��¡>��g¸¿Ñ�Á�¿��¿Á�¿Çu¿��U>Á���¸\¿>�_¿
>�¿>__�Á���>�¿l¦�濵g¡µg¸g�Á¿U��¡>��g¸¿Ñ�Á�¿��µg¿Á�>�¿Çu¿��U>Á���¸¦¿
/�g¿ �>��µ�ÁÓ¿ �t¿ µg¸¡��_g�Á¸¿ ��_�U>Ág_¿ Á�>Á¿ Á�gÓ¿ ¡ÉµU�>¸g¿ >¿ Ñ�_g¿
Ð>µ�gÁÓ¿�t¿t��_¸\¿��U�É_��y¿tµÉ�Á¿>�_¿ÐgygÁ>L�g¸\¿�g>Á\¿_>�µÓ¿>�_¿yµ>��¸¦¿
���_¿ U>Ágy�µ�g¸¿��¸Á¿ tµgªÉg�Á�Ó¿ �_g�Á�Úg_¿ >¸¿ Á�g¿��¸Á¿ ¡ÉµU�>¸g_¿
��U�É_g_¿ �g>Á¿ £½w¦Ùæ¤\¿ tµÉ�Á¸¿ >�_¿ ÐgygÁ>L�g¸¿ £w½¦¼æ¤¿ >�_¿ ¡�É�ÁµÓ¿
£ÃǦÙ椦
����y¿ Á�g¿ tÉ��¿ É��Ðgµ¸g¿�t¿ ¸ÉµÐgÓg_¿U���gµU�>�¿ LÉÓgµ¸\¿ ½Ã¦wæ¿ ��_�U>Ág_¿ Á�>Á¿ Á�gÓ¿ ��Ág�Á���>��Ó¿LÉÓ¿ ��U>�¿
t��_¦¿ �Á>L�Ó\¿Lɸ��g¸¸g¸¿Ñ�Á�¿>��É>�¿¸>�g¸¿LgÁÑgg�¿eÙ¦u¿�������¿>�_¿e�¦Ù¿�������¿Ñgµg¿��¸Á¿���g�Ó¿Á�¿LÉÓ¿��U>�¿
t��_¸¦¿/�g¿U�>µÁ¿Lg��Ñ¿U��¡>µg¸¿�Ðgµ>��¿µg¸¡��_g�Á¸¿LÓ¿>��É>�¿¸>�g¸¿Á�¿Á��¸g¿Ñ��¿��_�U>Ág_¿Á�>Á¿Á�gÓ¿LÉÓ¿
local.
���gµU�>�¿LÉÓgµ¸¿Ñ��¿¡ÉµU�>¸g_¿��U>�¿t��_¿Ñgµg¿��¸Á¿���g�Ó¿Á�¿��_�U>Ág¿LÉÓ��y¿tµg¸�¿tµÉ�Á¸¿>�_¿ÐgygÁ>L�g¸\¿
Ñ�Á�¿ lǦ½æ¿ �t¿ µg¸Á>ɵ>�Á¸¿ £�p��¤¿ ��_�U>Á��y¿ Á��¸\¿ >�_¿ ¼¼¦Ùæ¿ £�p�¼¤¿ �t¿ >��¿ �Á�gµ¿ LÉÓgµ¸¦¿ ,g¸Á>ɵ>�Á¸¿ Ñgµg¿
�g¸¸¿ ���g�Ó¿ Á�>�¿ �Á�gµ¿ LÉÓgµ¸¿ Á�¿ ¡ÉµU�>¸g¿ ¡µ�Ug¸¸g_¿ tµÉ�Á¸¿ >�_¿ ÐgygÁ>L�g¸¿ >�_¿ _>�µÓ¿ ¡µ�_ÉUÁ¸¦¿ /�g¿ U�>µÁ¿
Lg��Ñ ���ɸÁµ>Ág¸¿ ¡ÉµU�>¸g¸¿ �t¿ ��U>�¿ t��_¿ LÓ¿ ¸gUÁ�µ¿ t�µ¿ ¿ ,g¸Á>ɵ>�Á¸¿ U��¡>µg_¿ Á�¿ >��¿ �Á�gµ¿ U>Ágy�µ�g¸¦
51 ��¿yg�gµ>�\¿LgU>ɸg¿¸��g¿µg¸¡��_g�Á¸¿>L¸Á>��g_¿tµ��¿>�¸Ñgµ��y¿¸��g¿ªÉg¸Á���¸\¿Á�g¿>�>�Ó¸�¸¿¡µ�Ð�_g_¿�¸¿L>¸g_¿��¿Á�g¿Ð>��_¿¡gµUg�Á¿�t¿µg¸¡��¸g¸\¿Ñ��U�¿_�g¸¿��Á¿��U�É_g¿����µg¸¡��¸g¸¦¿
0%
5%
10%
15%
20%
25%
Under $25
0,000
$250,0
00-$49
9,999
$500,000-$
999,999
$1,000,0
00-$4,9
99,999
$5,000,0
00-$9,999,999
$10,0
00,000 or o
ver
Don't know
Perc
ent o
f res
pond
ents
Annual Sales: All Respondents vs. Respondents Who Buy Local
All respondents Local buyers
More than 63% of surveyed commercial
food buyers in Jefferson County
intentially purchase local foods.
Data Analysis
25
��¸Á¿LÉÓgµ¸¿Ñ��¿¸�>µg_¿ ��t�µ�>Á���¿>L�ÉÁ¿Á�g¿>��É�Á¿Á�gÓ¿¸¡g�Á¿��¿ ��U>�¿ t��_¿ ��_�U>Ág_¿Á�>Á¿Á�gÓ¿¸¡g�Á¿
�g¸¸¿Á�>�¿euÙ\ÙÙÙ¿¡gµ¿t��_¿U>Ágy�µÓ¿��¿ÇÙ��¦¿-¡gU�ÚU>��Ó\¿Á��¸¿Ñ>¸¿Á�g¿U>¸g¿t�µ¿uu¦�æ¿£�p��¤¿�t¿Á��¸g¿LÉÓ��y¿
tµg¸�¿tµÉ�Á¸¿>�_¿ÐgygÁ>L�g¸\¿lÙ¦Ùæ¿�t¿Á��¸g¿LÉÓ��y¿�����>��Ó¿¡µ�Ug¸¸g_¿tµÉ�Á¸¿>�_¿ÐgygÁ>L�g¸¿£�pl¤\¿uu¦½æ¿�t¿
Á��¸g¿LÉÓ��y¿�g>Á\¿¡�µ�¿>�_¿¡�É�ÁµÓ¿£�p�Ù¤\¿�ǦÃæ¿Á��¸g¿LÉÓ��y¿gyy¸¿£�p�Ǥ\¿>�_¿�ÙÙæ¿�t¿Á��¸g¿LÉÓ��y¿_>�µÓ¿
¡µ�_ÉUÁ¸¿£�p�¼¤¦¿
���gµU�>�¿LÉÓgµ¸¿�tÁg�¿¡ÉµU�>¸g_¿��U>�¿t��_¸¿tµ��¿_�¸Áµ�LÉÁ���¿U��¡>��g¸¿Á�>Á¿¸¡gU�>��×g¿��¿¸É¡¡�Ó��y¿��U>�¿
t��_¸¿��¿Ñ���g¸>�g¿ªÉ>�Á�Á�g¸¿£½w¦½æ\¿�pÃ�¤\¿Ñ�Á�¿�ÙÙ¦Ùæ¿£�pu¤¿�t¿*µ�Ug¸¸�µ¸¿>�_¿�>�Ét>UÁɵgµ¸¿>�_¿lu¦¼æ¿�t¿
���_¿-gµÐ�Ug¿U��¡>��g¸¿£�p½¤¿¡µ�Uɵ��y¿��U>�¿t��_¿Á�>Á¿Ñ>Ó¦¿��¿>__�Á���\¿wu¦læ¿£�pÇǤ¿¡ÉµU�>¸g_¿��U>�¿t��_¸¿Ð�>¿
Á�g�µ¿�>��¸Áµg>�¿Lµ�>_���g¿_�¸Áµ�LÉÁ�µ\¿¸ÉU�¿>¸¿/�g¿��µÁ��¿�µÉ�Á¿��¡>�Ó¿�µ¿-Ó¸U�¦¿"t¿Á��¸g¿ÇÇ¿µg¸¡��_g�Á¸\¿
l�¦læ¿£�p�l¤¿��Ág_¿Á�>Á¿Á�g¿��U>�¿t��_¸¿¡ÉµU�>¸g_¿tµ��¿Lµ�>_���g¿_�¸Áµ�LÉÁ�µ¸¿Ñgµg¿�>µ�gÁg_¿>¸¿��U>�¦¿��¿>__�Á���\¿
U���gµU�>�¿LÉÓgµ¸¿��_�U>Ág_¿Á�>Á¿Á�gµg¿Ñ>¸¿¸��g¿_g�>�_¿t�µ¿��U>�¿t��_¿Á�>Á¿Ñ>¸¿y���y¿É��gÁ¦¿7�g�¿>¸�g_¿
>L�ÉÁ¿��U>�¿t��_¸¿Á�gÓ¿Ñ>�Ág_¿LÉÁ¿U�É�_�²Á¿ygÁ\¿ÇǦ�æ¿£�p��¤¿�_g�Á�Úg_¿tµÉ�Á¸¿>�_¿ÐgygÁ>L�g¸¿>�_¿>��Á�gµ¿�Ù¦wæ¿
£�pu¤¿�_g�Á�Úg_¿�g>Á¦¿-¡gU�ÚU¿�Ág�¸¿�g�Á���g_¿��U�É_g_¿Lgµµ�g¸\¿Á��>Á�g¸\¿>¸¡>µ>yɸ\¿¡�É�ÁµÓ\¿Lggt\¿>�_¿¡�µ�¦¿
"�g¿_�¸Áµ�LÉÁ�µ¿ ��ÁgµÐ�gÑg_¿t�µ¿Á��¸¿¡µ��gUÁ¿��Ág_¿Á�>Á¿�g¿y�g¸¿Á�¿yµg>Á¿ �g�yÁ�¸¿Á�¿�ttgµ¿��¸¿UɸÁ��gµ¸¿ ��U>�¿
t��_¸\¿ ¡�U���y¿ É¡¿ Ǿÿ �t¿ Á�g¿ ��U>�¿ ¡µ�_ÉUÁ¿ �g¿ LÉÓ¸¿ _�µgUÁ¿ tµ��¿ t>µ�gµ¸¿ >���y¿ ��¸¿ _�¸Áµ�LÉÁ���¿ µ�ÉÁg¿ >�_¿
¯L>U��>É���y°¿¡µ�_ÉUÁ¿tµ��¿t>µ�¸¿Á�¿��¸¿��É�¸Ð���g¿Ñ>µg��ɸg¦¿�g¿��Ág_¿Á�>Á¿_g�>�_¿�¸¿yµ�Ñ��y¿>�_¿µ>¡�_�Ó\¿
Á�>Á¿��µg¿>�_¿��µg¿�t¿��¸¿UɸÁ��gµ¸¿Ñ��¿�>Ðg¿�gÐgµ¿µgªÉg¸Ág_¿��U>�¿¡µ�_ÉUÁ¿Lgt�µg¿>µg¿>¸���y¿t�µ¿�Á¿��Ñ\¿
>�_¿ Á�>Á¿ Á�g¸g¿ UɸÁ��gµ¸¿ �gg_¿ Á�¿Lg¿ ¸É¡¡�µÁg_¿ ��¿ �g>µ���y¿ >L�ÉÁ¿ ¸g>¸��>��ÁÓ¿ >�_¿ >yµ�UÉ�Áɵ>�¿ ¡µ�_ÉUÁ���¦¿
�g¿ ¸>�_¿ Á�>Á¿ ��¿ Á�g¿ ¸É¡¡�Ó¿ ¸�_g\¿ ��tµ>¸ÁµÉUÁɵg¿ t�µ¿ >yyµgy>Á���\¿Ñ>¸���y\¿ ¡>U���y\¿ ¡µ�Ug¸¸��y¿ >�_¿ yµ>_��y¿
Ñ�É�_¿ g�>L�g¿ ���¿ Á�¿ LÉÓ¿ gÐg�¿��µg¿ ��U>�¿ ¡µ�_ÉUÁ¦¿ /�g¿ _�¸Áµ�LÉÁ�µ¿ ¡µ��gUÁg_¿ Á�>Á¿ �t¿ Á�g¸g¿ ��¡µ�Ðg�g�Á¸¿
Ñgµg¿�>_g\¿�t¿ Á�g¿U��¡>�Ó²¸¿eÃw¿�������¿ ��¿Á�Á>�¿>��É>�¿ t��_¿¸>�g¸\¿>¸¿�ÉU�¿>¸¿wÙæ¿U�É�_¿Lg¿ ��U>�¿ t��_¦¿
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Fruits and vegetables -
fresh
Fruits and vegetables -
minimally processed
Meat, pork, poultry
Eggs Yogurt, butter, cheeses
Perc
ent o
f res
pond
ents
Types of Local Foods Purchased: Restaurant Respondents vs. All Other Respondents
All other respondents Restaurants
Data Analysis
26
Question #2: How do buyers make purchasing decisions?
Purchasing Criteria
����y¿U���gµU�>�¿LÉÓgµ¸\¿¡µ�_ÉUÁ¿U��¸�¸Ág�UÓ¿Ñ>¸¿��¡�µÁ>�Á¿Á�¿Á�g¿�>µyg¸Á¿¸�>µg¿�t¿µg¸¡��_g�Á¸¿£�æ�æ¤\¿
t����Ñg_¿ U��¸g�Ó¿ LÓ¿ Û>Ð�µ¿ �µ¿ Á>¸Ág¿ £��¦l椦¿ "Á�gµ¿ ��¡�µÁ>�Á¿ t>UÁ�µ¸¿ U�Ág_¿Ñgµg¿ >Ð>��>L���ÁÓ¿ �t¿ _g��ÐgµÓ¿ �µ¿
_�¸Áµ�LÉÁ���\¿ >�_¿ ¡µ�Ug\¿ L�Á�¿ ¸g�gUÁg_¿ LÓ¿ læ½æ¿ �t¿ µg¸¡��_g�Á¸¿ >¸¿ ��¡�µÁ>�Á¿ Uµ�Ágµ�>¦¿ /�gµg¿ Ñgµg¿ ¸��g¿
_�ttgµg�Ug¸¿ ��¿ µg¸¡��¸g¸¿LÓ¿¸gUÁ�µ\¿��ÑgÐgµ¦¿-É¡gµ�>µ�gÁ¸¿ £�pw¤¿É�>����ɸ�Ó¿ µ>Ág_¿ t>UÁ�µ¸¿ ¸ÉU�¿>¸¿¡µ�Ug\¿
¡µ�_ÉUÁ¿U��¸�¸Ág�UÓ¿>�_¿̧ �g�t¿��tg¿>¸¿��¡�µÁ>�Á\¿LÉÁ¿>¸¿Á�g¿̧ >�¡�g¿̧ �×g¿�gµg¿Ñ>¸¿g¸¡gU�>��Ó¿̧ �>��\¿Á�g¸g¿Ú�_��y¸¿
�>Ó¿��Á¿>¡¡�Ó¿��µg¿Lµ�>_�Ó¦¿��¿Á�g¿U>¸g¿�t¿,g¸Á>ɵ>�Á¸\¿Á�g¿>Ð>��>L���ÁÓ¿�t¿_�¸Áµ�LÉÁ���¿�µ¿_g��ÐgµÓ¿>�_¿¸ÉtÚU�g�Á¿
Ð��É�g¿Ñgµg¿��µg¿ ��¡�µÁ>�Á\¿Ñ���g¿ t>UÁ�µ¸¿ ¸ÉU�¿>¸¿ ¸�g�t¿ ��tg¿>�_¿U��¸�¸Ág�UÓ¿Ñgµg¿ �g¸¸¿ ��¡�µÁ>�Á¦¿7�g�¿
>¸�g_¿>L�ÉÁ¿ ��U>�¿ t��_\¿ Á�g¿ �>µyg¸Á¿ ¸�>µg¿�t¿ Á��¸g¿Ñ��¿¡ÉµU�>¸g¿ ��U>�¿ t��_¸¿
µ>Ág_¿ ¡µ�_ÉUÁ¿ Û>Ð�µ¿ �µ¿ Á>¸Ág¿ >¸¿ >�¿ ��¡�µÁ>�Á¿ _gU�¸���¿ t>UÁ�µ¿ £��¦uæ\¿ �pw䦿
*µ�_ÉUÁ¿ U��¸�¸Ág�UÓ¿Ñ>¸¿ >�¸�¿ ��¡�µÁ>�Á\¿ LÉÁ¿ �Á¸¿ ¸g�gUÁ���¿ LÓ¿ l¼¦Çæ¿ £�pw�¤¿ �t¿
µg¸¡��_g�Á¸¿��_�U>Ág¸¿Á�>Á¿�Á¿Ñ>¸¿�g¸¸¿��¡�µÁ>�Á¿Ñ�g�¿LÉÓ��y¿��U>�¿t��_¿Á�g�¿
Ñ�g�¿ LÉÓ��y¿ t��_¿ Á�>Á¿ �¸¿ ��Á¿ ��U>�¦¿ "Á�gµ¿ t>UÁ�µ¸¿ Á�>Á¿ Ð>µ�g_¿ ��¿ ��¡�µÁ>�Ug¿
LgÁÑgg�¿��U>�¿>�_¿���¿��U>�¿¡ÉµU�>¸g¸¿Ñgµg¿>Ð>��>L���ÁÓ¿tµ��¿gÒ�¸Á��y¿>¡¡µ�Ðg_¿
Ðg�_�µ¸\¿¡>U�>y��y\¿>�_¿>Ð>��>L���ÁÓ¿�t¿¸ÉtÚU�g�Á¿Ð��É�g\¿>��¿�t¿Ñ��U�¿Ñgµg¿�g¸¸¿
��¡�µÁ>�Á¿��¿��U>�¿¡ÉµU�>¸��y¿_gU�¸���¸\¿>¸¿���ɸÁµ>Ág_¿��¿Á�g¿U�>µÁ¿Lg��Ѧ
���gµU�>�¿LÉÓgµ¸¿>µg¿¡ÉµU�>¸��y¿��U>�¿t��_¸¿t�µ¿>¿�É�Lgµ¿�t¿µg>¸��¸\¿>¸¿���ɸÁµ>Ág_¿��¿Á�g¿U�>µÁ¿Lg��Ѧ¿/�g¿Á�¡¿µg>¸��¸¿��U�É_g¿¸É¡¡�µÁ��y¿Á�g¿��U>�¿Lɸ��g¸¸¿>�_¿gU����Ó¿£¼Ã¦Ãæ¤\¿¸É¡¡�µÁ��y¿��U>�¿t>µ�gµ¸¿£u�¦Ù椿>�_¿tµg¸��g¸¸¿£ww¦Ù椦
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Price
Shelf life
Flavor
Pack
aging
Consiste
ncy
Delivery
/dist
ributio
n
Sufficient v
olume
Graded pro
duct
Specific
varietie
s/bre
eds
Availab
ility fr
om exist
ing vendor
Perc
ent o
f res
pond
ents
Important Factors Influencing Purchasing Decisions: Supermarket Respondents vs. All Other Respondents
All other respondents
Supermarkets
Data Analysis
Purchasing local foods could
“increase my sales while helping the local economy.”
27
"�g¿ �>µyg¿ ¸U>�g¿ �>Áɵ>�¿ t��_¸¿ Ñ���g¸>�gµ¿ ��Ág_¿ ��¿ >�¿ ��ÁgµÐ�gÑ¿ Á�>Á¿ ¸�ɵU��y¿ ��U>�¿ ¡µ�_ÉUÁ¿ �¸¿ ¡>µÁ¿
of his strategy for ensuring a consistent product supply over the course of the year. “It’s good to
�>Ðg¿ _�Ðgµ¸�ÚU>Á���\°¿ �g¿ ¸>�_\¿ ¯g¸¡gU�>��Ó¿ ��¿ t��_¦°¿ /��Éy�¿ �g¿ Ñ>¸¿ ��Á¿ ¸Éµg¿ ¸Áµ>Ágy�U>��Ó¿ ��Ñ¿ �g¿
U�É�_¿ ��Uµg>¸g¿ Á�g¿ ¡gµUg�Á>yg¿ �t¿ ��U>�¿ t��_¸¿ �g¿ ¡ÉµU�>¸g¸¿ £t��_¿ ¸>tgÁÓ¿ Ñ>¸¿ ��¸¿ ¡µ��>µÓ¿ U��Ugµ�¤\¿
�g¿ ��Ág_¿ Á�>Á¿ ¡ÉµU�>¸��y¿ ��U>�¿ t��_¸¿ U�É�_¿ ¯��Uµg>¸g¿ �Ó¿ ¸>�g¸¿ Ñ���g¿ �g�¡��y¿ Á�g¿ ��U>�¿ gU����Ó¦°
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Price
Shelf life
Flavor
Pack
aging
Consiste
ncy
Delivery
/dist
ributio
n
Sufficient v
olume
Graded pro
duct
Specific
varietie
s/bre
eds
Availab
ility fr
om exist
ing vendor
Perc
ent o
f res
pond
ents
Important Factors Influencing Purchasing Decisions: Restaurant Respondents vs. All Other Respondents
All other respondents
Restaurants
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Price
Shelf life
Flavor
Pack
aging
Consiste
ncy
Delivery
/dist
ributio
n
Sufficient v
olume
Graded pro
duct
Specific
varietie
s/bre
eds
Availab
ility fr
om exist
ing vendor
Perc
ent o
f res
pond
ents
Factors Influencing Overall Purchasing Decisions vs. Local Purchasing Decisions:
Factors Rated "Very Important" or "Important"
Overall purchases
Local purchases
Data Analysis
28
Perceptions of Local Food
���gµU�>�¿LÉÓgµ¸¿Ñ��¿��_�U>Ág_¿Á�>Á¿Á�gÓ¿¡ÉµU�>¸g¿��U>�¿t��_¿Ñgµg¿>¸�g_¿Á�¿_gÚ�g¿��U>�¿t��_»¿Çu¦uæ¿_gÚ�g_¿
�Á¿>¸¿t��_¿yµ�Ñ�¿�g¸¸¿Á�>�¿�uÙ¿���g¸¿>Ñ>Ó\¿t����Ñg_¿LÓ¿��¦�æ¿Ñ��¿��_�U>Ág_¿Á�>Á¿Á�g�µ¿U��¡>�Ó¿_�_¿��Á¿�>Ðg¿>¿
_gÚ��Á���¿�t¿��U>�¿>�_¿>��Á�gµ¿��¦�æ¿Ñ��¿¸É¡¡��g_¿�Á�gµ¿_gÚ��Á���¸\¿¸ÉU�¿>¸¿yµ�Ñ�¿Ñ�Á���¿uÙ¿�µ¿�ÙÙ¿���g¸\¿�µ¿
yµ�Ñ�¿��¿�gttgµ¸��¿�É�ÁÓ¦¿
����y¿Á�g¿LÉÓgµ¸¿¸ÉµÐgÓg_¿Ñ��¿LÉÓ¿��U>�¿��Ñ\¿Á�gµg¿>¡¡g>µ¸¿Á�¿Lg¿>¿Ñ�����y�g¸¸¿Á�¿¡>Ó¿��µg¿t�µ¿��U>�¿t��_¦¿
7�g�¿>¸�g_¿>L�ÉÁ¿¡µ�Ug¿gÒ¡gUÁ>Á���¸¿t�µ¿ ��U>�¿ t��_\¿Ã�¦½æ¿��_�U>Ág_¿Á�>Á¿Á�gÓ¿Ñ�É�_¿gÒ¡gUÁ¿Á�¿¡>Ó¿��µg\¿
Ñ���g¿>��Á�gµ¿Çu¦Ùæ¿��_�U>Ág_¿Á�>Á¿�Á¿_g¡g�_¸¿��¿Á�g¿¡µ�_ÉUÁ¦
��U>�¿t��_¿Ñ>¸¿¸gg�¿Á�¿�>Ðg¿Á�g¿>L���ÁÓ¿Á�¿yg�gµ>Ág¿g�Á�ɸ�>¸�¿>���y¿LÉÓgµ¸¿>�_¿Á�g�µ¿g�¡��Ógg¸¦¿�¸¿Á�g¿
>¸¸�¸Á>�Á¿_�µgUÁ�µ¿�t¿>¿��¸¡�Á>�¿t��_¿¸gµÐ�Ug¿�¡gµ>Á���¿¸>�_¿��¿>�¿��ÁgµÐ�gÑ\¿¯�¿Ñ>�Á¿�ɵ¿¡g�¡�g¿Á�¿Lg¿gÒU�Ág_¿
>L�ÉÁ¿Ñ�>Á¿Á�gÓ¿_�¦¿��_¿��U>�¿t��_«¿/�gÓ²_¿Lg¿gÒU�Ág_¿>L�ÉÁ¿��U>�¿t��_¸¦°
����y¿Á�g¿ÇÿU���gµU�>�¿LÉÓgµ¿µg¸¡��_g�Á¸¿Ñ��¿_�¿��Á¿Uɵµg�Á�Ó¿¡ÉµU�>¸g¿��U>�¿t��_¸\¿wæu濸>�_¿Á�>Á¿Á�gÓ¿
_�_¿¡ÉµU�>¸g¿��U>�¿t��_¿��¿Á�g¿¡>¸Á¦¿7�g�¿>¸�g_¿Ñ�Ó¿Á�gÓ¿¸Á�¡¡g_¿¡ÉµU�>¸��y¿��U>�¿t��_¸\¿¡µ�_ÉUÁ¿¡>U�>y��y\¿
�>U�¿�t¿>Ð>��>L���ÁÓ¿�t¿_�¸Áµ�LÉÁ���¿¸gµÐ�Ug¸\¿ �>U�¿�t¿ ¸ÉtÚU�g�Á¿Ð��É�g\¿>�_¿ �>U�¿�t¿>Ð>��>L���ÁÓ¿ tµ��¿>¡¡µ�Ðg_¿
Ðg�_�µ¸¿Ñgµg¿U�Ág_¿>¸¿ �gÓ¿ µg>¸��¸¦¿/�g¿ µg�>����y¿ �ÿ µg¸¡��_g�Á¸¿Ñ��¿�>Ðg¿�gÐgµ¿¡ÉµU�>¸g_¿ ��U>�¿ t��_¸¿
6.7%
8.9%
15.6%
20.0%
22.2%
28.9%
44.4%
51.1%
73.3%
0.0% 20.0% 40.0% 60.0% 80.0%
Other
Shorter supply chains
Corporate sustainability objectives
Environmental impact
Customer demand
Product quality
Freshness
Support local farmers
Support local business and economy
Percent of respondents
Why Do Businesses Buy Local Food?
More
Same Less
Depends on the product
Don't know
Price Expectations for Local Food Compared to Non Local Food
16%
42%
42%
How much more?
1-5%
6-10%
11-25%
Data Analysis
29
Ñgµg¿>¸�g_¿Á�¿�_g�Á�tÓ¿Á�g¿Á�¡¿Á�µgg¿t>UÁ�µ¸¿Á�>Á¿�gg¡¿Á�g�¿tµ��¿¡ÉµU�>¸��y¿��U>�¿t��_¸¦¿/Ñ�¿¡µ��>µÓ¿µg>¸��¸¿
g�gµyg_[¿¡µ�_ÉUÁ¿¡µ�Ug¿>�_¿�>U�¿�t¿_�¸Áµ�LÉÁ���¿¸gµÐ�Ug¸¦¿�¿�>µyg¿�>��µ�ÁÓ\¿l¼æ\¿¸>�_¿Á�>Á¿�t¿Á�g¸g¿Á�¡¿L>µµ�gµ¸¿
Ñgµg¿g�����>Ág_¿Á�gÓ¿Ñ�É�_¿Lg¿ ��Ágµg¸Ág_¿ ��¿¡ÉµU�>¸��y¿ ��U>�¿ t��_¸\¿¡µg¸g�Á��y¿ÓgÁ¿>��Á�gµ¿�¡¡�µÁÉ��ÁÓ¿Á�¿
Lµ�>_g�¿Á�g¿µg>U�¿�t¿��U>�¿t��_¸¿��¿�gttgµ¸��¿�É�ÁÓ¦
Question #3: How do businesses’ internal policies and protocol, supplier requirements and purchasing
frameworks impact local food procurement?
/��¸¿¸gUÁ���¿t�Uɸg¸¿��¿��¿Á�g¿¸¡gU�ÚU¿�L¸Á>U�g¸¿>�_¿U��¡�gÒ�Á�g¸¿�>µygµ�¸U>�g\¿�É�Á����U>Á���¿Lɸ��g¸¸g¸¿t>Ug¿
Ñ�g�¿¸gg���y¿Á�¿¡ÉµU�>¸g¿��U>�¿t��_¸¦
Centralized vs. Individual Purchasing
g�Áµ>��×g_¿¡ÉµU�>¸��y¿U>�¿��¡>UÁ¿��U>�¿t��_¿¡µ�Uɵg�g�Á¿��¿>¿�É�Lgµ¿�t¿Ñ>Ó¸¦¿�Á¿Á��g¸\¿Ug�Áµ>��×g_¿¡ÉµU�>¸��y¿
limits an individual location’s autonomy in selecting suppliers or products. A company may require that individual
��U>Á���¸¿¸g�gUÁ¿ �Ág�¸¿Á�¿¡ÉµU�>¸g¿gÒU�ɸ�Ðg�Ó¿tµ��¿Ðg�_�µ¸¿Ñ��¿�>Ðg¿y��g¿Á�µ�Éy�¿>¿¡µg�>¡¡µ�Ð>�¿¡µ�Ug¸¸¦¿
��_�Ð�_É>�¿��U>Á���¸¿Ñ�Á���¿>¿�>µygµ¿Lɸ��g¸¸¿�>Ó¿Lg¿����Ág_¿Á�¿¡ÉµU�>¸��y¿¸¡gU�ÚU¿>¡¡µ�Ðg_¿¡µ�_ÉUÁ¸¿�µ¿Lµ>�_¸\¿
or to an existing catalog or automated inventory system. These practices are quite common in fast food, retail
and restaurant chains, and institutional food service settings. Other companies may have catalogues, approved
Ðg�_�µ¿��¸Á¸¿>�_¿�Á�gµ¿Ug�Áµ>��×g_¿¡ÉµU�>¸��y¿¡µ>UÁ�Ug¸\¿ÓgÁ¿�>Ó¿>�¸�¿yµ>�Á¿LÉÓgµ¸¿>Á¿g>U�¿��U>Á���¿¡ÉµU�>¸��y¿
_�¸UµgÁ���¿�Ðgµ¿>¿¸�>��¿¡gµUg�Á>yg¿�t¿Á�g�µ¿�Ðgµ>��¿t��_¿LÉ_ygÁ¦¿����Ñ>�Ug¸¿���g¿Á�g¸g¿U>�¿¸Á��É�>Ág¿¡µ�Uɵg�g�Á¿
�t¿��U>�¿t��_¸¦¿/�g¿¸gUÁ���¸¿Lg��Ñ¿_gÁ>��¿¸��g¿�t¿Á�g¿¸¡gU�ÚU¿Ñ>Ó¸¿Á�>Á¿U��¡>��g¸²¿>¡¡µ�>U�g¸¿Á�¿Ug�Áµ>��×g_¿�µ¿
��_�Ð�_É>��×g_¿¡ÉµU�>¸��y\¿¡µ�_ÉUÁ¿¸¡gU�ÚU>Á���¸\¿¡µ�Á�U��¿>�_¿¡���U�g¸¿��¡>UÁ¿¡ÉµU�>¸��y¿_gU�¸���¸¦¿
�>µ¿��µg¿�tÁg�¿Á�>�¿��Á\¿LÉÓgµ¸¿¸ÉµÐgÓg_¿µg¡µg¸g�Á¿U��¡>��g¸¿Ñ�Á�¿�É�Á�¡�g¿��U>Á���¸¿��¿Ñ��U�¿¡ÉµU�>¸��y¿
_gU�¸���¸¿>µg¿�>_g¿��¿>¿Ug�Áµ>��×g_¿Ñ>Ó\¿��Á¿>ÉÁ�����ɸ�Ó¿LÓ¿��U>Á���¦
g>µ�Ó¿�>�t¿�t¿>��¿̧ ɵÐgÓ¿µg¸¡��_g�Á¸¿£w¼¦Ã椿Ñ�µ�¿t�µ¿U��¡>��g¸¿Ñ�Á�¿�É�Á�¡�g¿��U>Á���¸¦¿"t¿Á��¸g\¿��¦Çæ¿_�¿̧ ��g¿
�µ¿>��¿�t¿Á�g�µ¿¡ÉµU�>¸��y¿��¿>¿Ug�Áµ>��×g_¿Ñ>Ó\¿Ñ�Á�¿ul¦læ¿�t¿Á�g¿U��¡>��g¸¿�>���y¿>��¿t��_¿¡ÉµU�>¸��y¿_gU�¸���¸¿
��¿>¿Ug�Áµ>��×g_¿L>¸�¸¿>�_¿>��Á�gµ¿ÃǦw濡ɵU�>¸��y¿¸��g¿¸ÉL¸gÁ¿�t¿¡µ�_ÉUÁ¸¿ ��_g¡g�_g�Á�Ó¿>�_¿�Á�gµ¸¿ ��¿>¿
Ug�Áµ>��×g_¿Ñ>Ó¦¿�ɸÁ¿l¦læ¿�t¿Á�g¿Ãu¿µg¸¡��_g�Á¸¿Ñ�Á�¿�É�Á�¡�g¿��U>Á���¸¿¡ÉµU�>¸g¿��¿>�¿��_�Ð�_É>�¿L>¸�¸¦¿
*³�_ÅU¿½- gU�ÖU>¿���¶½>�_½*ųU�>¶��y½�gU�¶���¶½
���gµU�>�¿LÉÓgµ¸¿Ñgµg¿>¸�g_¿>L�ÉÁ¿Á�g¿���_¸¿�t¿¡µ�_ÉUÁ¿̧ ¡gU�ÚU>Á���¸¿>�_¿¡µ�_ÉUÁ���¿�gÁ��_¸¿Á�gÓ¿µgªÉ�µg¿
�t¿Á�g�µ¿¸É¡¡��gµ¸¦¿-gÐgµ>�¿��Ág_¿Á�>Á¿¸¡gU�ÚU>Á���¸¿>�_¿¡µ�_ÉUÁ���¿�gÁ��_¸¿µgªÉ�µg�g�Á¸¿Ð>µÓ¿LÓ¿¡µ�_ÉUÁ\¿ÓgÁ¿
several trends emerged.
�¡¡µ�Ò��>Ág�Ó¿ÃÙ¦¼æ¿£�pÇä¿�t¿¸ÉµÐgÓg_¿U��¡>��g¸¿µgªÉ�µg¿Á�>Á¿¡µ�_ÉUgµ¸¿>µg¿���_¿�yµ�UÉ�Áɵ>�¿*µ>UÁ�Ug¸¿
Individual
Centralized
Some of both
Centralized vs. Location Driven Purchasing Decisions: Respondents With Multiple Locations
Data Analysis
30
£��*¤¿UgµÁ�Úg_¦¿/�g¿"Á�gµ¿,gÁ>��¿¸gUÁ�µ¿Ñ>¸¿�g>¸Á¿���g�Ó¿Á�¿µgªÉ�µg¿��*¿£�pÙ¤\¿Ñ���g¿*µ�Ug¸¸�µ¸¿£læÃæ\¿�pu¤\¿
��¸Áµ�LÉÁ�µ¸¿ £½½¦¼æ\¿�pǤ\¿ >�_¿���_¿-gµÐ�Ug¿U��¡>��g¸¿ £wu¦uæ\¿�pu¤¿Ñgµg¿��µg¿ ���g�Ó¿ Á�>�¿ Á�g¿É��Ðgµ¸g¿�t¿
LÉÓgµ¸¿>¸¿>¿Ñ���g¿Á�¿µgªÉ�µg¿��*¦
��¡>��g¸¿Á�>Á¿_�¿LÉÓ¿ ��U>�¿ t��_¿µgªÉ�µg¿��*¿UgµÁ�ÚU>Á���¿��µg¿ tµgªÉg�Á�Ó¿ Á�>�¿Á�g¿É��Ðgµ¸g¿>¸¿>¿Ñ���g\¿
Ñ�Á�¿Ã¼¦læ¿£�p�¼¤¿µgªÉ�µ��y¿ �Á¦¿7���g¿¸��g¿¸�>��¿>�_¿��_�¸U>�g¿¡µ�_ÉUgµ¸¿¸gg¿Á�g¿U�¸Á¿�t¿Á�g¿��*¿>É_�Á¿>¸¿
¡µ���L�Á�Ðg\¿�Á�gµ¸¿¸gg¿Á�g¿UgµÁ�ÚU>Á���¿>¸¿>¿¡���Á¿�t¿g�ÁµÓ¿��Á�¿�gÑ¿Ñ���g¸>�g¿Lɸ��g¸¸¿µg�>Á���¸��¡¸¦¿����¸Á¿
¼wæ¿�t¿Lɸ��g¸¸g¸¿Á�>Á¿µgªÉ�µg¿��*¿>�¸�¿¡ÉµU�>¸g¿¸��g¿>��É�Á¿�t¿��U>�¿t��_¸¦¿
,g¸¡��_g�Á¸¿Ñgµg¿ >�¸�¿ >¸�g_¿ >L�ÉÁ¿�>×>µ_¿��>�Ó¸�¸¿ >�_¿µ�Á�U>�¿��Áµ��¿ *���Á¸¿ £���*¤\¿ >¿ ¸g�t�µgyÉ�>Ág_¿
process and claim that companies along the food chain may undertake as a measure of sanitation, food safety
>�_¿�g>�Á�¿¸Á>�_>µ_¸¦¿7���g¿�Á¿ �¸¿��Á¿É¸É>��Ó¿>¿�gy>�¿µgªÉ�µg�g�Á\¿�>�Ó¿U��Áµ>UÁ¸¿LgÁÑgg�¿LÉÓgµ¸¿>�_¿t��_¿
¡µ�_ÉUgµ¸¿ µgªÉ�µg¿ ���*¿ UgµÁ�ÚU>Á���¦¿ /��µÁÓ�Á�µgg¿ ¡gµUg�Á¿ £�pÇu¤¿ �t¿ >��¿ ¸ÉµÐgÓ¿ µg¸¡��_g�Á¸¿ µgªÉ�µg¿ Á�>Á¿
Á�g�µ¿¸É¡¡��gµ¸¿�>Ðg¿���*¿UgµÁ�Úg_¿t>U���Á�g¸¿�µ¿���*¿¡�>�¸¿��¿¡�>Ug¦¿"t¿Á��¸g¿µgªÉ�µ��y¿���*\¿¼uæ¿£�p�l¤¿
µg¡�µÁg_¿Á�>Á¿Á�gÓ¿��Ág�Á���>��Ó¿¡ÉµU�>¸g¿̧ ��g¿>��É�Á¿�t¿��U>�¿t��_\¿Ñ���g¿wÙæ¿�t¿>��¿��U>�¿t��_¿LÉÓgµ¸¿µgªÉ�µg¿
���*¦¿Ó¿¸gUÁ�µ\¿���*¿Ñ>¸¿��¸Á¿���g�Ó¿Á�¿Lg¿>¿µgªÉ�µg�g�Á¿>���y¿*µ�Ug¸¸�µ¸¿£læÃæ\¿�pu¤\¿���_¿-gµÐ�Ug¿
U��¡>��g¸¿£wu¦uæ\¿�pu¤\¿>�_¿-É¡gµ�>µ�gÁ¸¿£½Ùæ\¿�pä¦
/��µÁÓ�¸gÐg�¿µg¸¡��_g�Á¸¿£w�¦Ã椿�_g�Á�Úg_¿¡>U�>y��y¿̧ Á>�_>µ_¸¿>¸¿>¿̧ É¡¡��gµ¿µgªÉ�µg�g�Á¦¿/Ñg�ÁÓ�¸�Ò¿£¼Ç¦Ç椿
�t¿Á��¸g¿U���gµU�>�¿t��_¿LÉÓgµ¸¿Á�>Á¿�>Ðg¿¡>U�>y��y¿¸Á>�_>µ_¸¿>�¸�¿¡ÉµU�>¸g¿��U>�¿t��_¸»¿Á��¸g¿Ç½¿µg¡µg¸g�Á¿
u¼¦læ¿�t¿>��¿Lɸ��g¸¸g¸¿Á�>Á¿¡ÉµU�>¸g¿��U>�¿t��_¦¿/�g¿¡µ�Ug¸¸��y¿¸gUÁ�µ¿Ñ>¸\¿LÓ¿t>µ\¿Á�g¿¸gUÁ�µ¿��¸Á¿���g�Ó¿Á�¿
¸¡gU�tÓ¿¡>U�>y��y¿¸Á>�_>µ_¸¿t�µ¿Á�g�µ¿¸É¡¡��gµ¸¿£læÃæ\¿�pu¤¦¿/��Éy�¿Á�gÓ¿_�¿��Á¿>��¿U�É�Á¿�Á¿>¸¿>¿µgªÉ�µg�g�Á\¿
½�¦�æ¿£�pww¤¿U��¸�_gµg_¿¡µ�_ÉUÁ¿¡>U�>y��y¿g�Á�gµ¿¯��¡�µÁ>�Á°¿�µ¿¯ÐgµÓ¿��¡�µÁ>�Á°¿t>UÁ�µ¿��¿�>���y¿¡ÉµU�>¸��y¿
_gU�¸���¸¦¿ �y�ÁÓ¿¡gµUg�Á¿£�pw¤¿�t¿-É¡gµ�>µ�gÁ¸¿�_g�Á�Úg_¿¡>U�>y��y¿>¸¿¯��¡�µÁ>�Á°¿�µ¿¯ÐgµÓ¿��¡�µÁ>�Á¦°
�¸¿Ñ�Á�¿���*\¿��*¿>�_¿¡>U�>y��y¿̧ Á>�_>µ_¸\¿LÉÓgµ¸¿�t¿��U>�¿t��_¿Ñgµg¿��µg¿���g�Ó¿Á�¿�>Ðg¿yµ>_��y¿̧ Á>�_>µ_¸¿
Á�>�¿Ñ>¸¿Á�g¿tÉ��¿É��Ðgµ¸g¿�t¿U���gµU�>�¿LÉÓgµ¸¦¿��¿¡µ�_ÉUg\¿yµ>_g¸¿
>µg¿>¿�g>¸Éµg¿�t¿>¿¡µ�_ÉUÁ²¸¿¸�×g\¿U��¸�¸Ág�UÓ¿�t¿¡µ�_ÉUÁ¿¸�×g¿Ñ�Á���¿
>¿ U>¸g\¿ U���µ\¿ >�_¿ Á�g¿ >¸¸É�¡Á���¿ �t¿ y��_¿ Û>Ð�µ¿ L>¸g_¿ ��¿ Ð�¸�L�g¿
U�>µ>UÁgµ�¸Á�U¸¦¿ ��µg¿ Á�>�¿ uÃæ¿ �t¿ ��U>�¿ t��_¿ LÉÓ��y¿ U��¡>��g¸¿
µgªÉ�µg¿Á�>Á¿Á�g�µ¿¸É¡¡��gµ¸¿¡µ�Ð�_g¿yµ>_g_¿¡µ�_ÉUÁ\¿Ð¸¦¿wu¦Ãæ¿��¿Á�g¿
U���gµU�>�¿LÉÓgµ¿¡�¡É�>Á���¿>¸¿>¿Ñ���g¦¿Ó¿̧ gUÁ�µ\¿*µ�Ug¸¸�µ¸¿£½½¦¼æ\¿
�pw¤¿>�_¿-É¡gµ�>µ�gÁ¸¿£½Ùæ\¿�pä¿Ñgµg¿��µg¿���g�Ó¿Á�>�¿Á�g¿É��Ðgµ¸g¿
>¸¿ >¿Ñ���g¿ Á�¿ µgªÉ�µg¿ yµ>_g_¿¡µ�_ÉUÁ¦¿7���g¿uæÃæ¿ require graded
¡µ�_ÉUÁ\¿ ½Ãæ¿�t¿ >��¿ U���gµU�>�¿ LÉÓgµ¸¿ >�_¿lÙæ¿ £�pw¤¿ �t¿ ¸ÉµÐgÓg_¿
Supermarkets indicated that grading is an important or very important
factor to them in making purchasing decisions.
-ɵ¡µ�¸��y�Ó\¿�ɸÁ¿uÙ¦¼æ¿�t¿>��¿¸ÉµÐgÓg_¿U���gµU�>�¿LÉÓgµ¸¿��_�U>Ág_¿Á�>Á¿Á�gÓ¿µgªÉ�µg¿Á�>Á¿Á�g�µ¿¸É¡¡��gµ¸¿���_¿
��>L���ÁÓ¿ ��¸Éµ>�Ug»¿>�¿>__�Á���>�¿ �w¦¼æ¿ £�p��¤¿_�_¿��Á¿���Ѧ¿/�g¿ µgªÉ�µg�g�Á¿�t¿ ��>L���ÁÓ¿ ��¸Éµ>�Ug¿Ñ>¸¿��¸Á¿
U�����¿>���y¿���_¿-gµÐ�Ug¿LÉÓgµ¸¿£½Ã¦½æ\¿�p¼¤\¿-É¡gµ�>µ�gÁ¸¿£½Ùæ\¿�pä\¿>�_¿*µ�Ug¸¸�µ¸¿£½½¦¼æ\¿�pw¤¦¿"t¿
Á��¸g¿µgªÉ�µ��y¿Á�>Á¿¸É¡¡��gµ¸¿���_¿Á��¸¿��¸Éµ>�Ug\¿¼�¦�æ¿£�pǼ¤¿¡ÉµU�>¸g¿��U>�¿t��_¸¦¿
�Ð>��>L���ÁÓ¿�t¿¡µ�_ÉUÁ¿tµ��¿>¡¡µ�Ðg_¿Ðg�_�µ¸¿Ñ>¸¿>�¿��¡�µÁ>�Á¿�µ¿ÐgµÓ¿��¡�µÁ>�Á¿t>UÁ�µ¿��¿�>���y¿¡ÉµU�>¸��y¿
_gU�¸���¸¿Á�¿½¼¦�æ¿£�pw�¤¿�t¿̧ ɵÐgÓg_¿LÉÓgµ¸\¿>�_¿��¸Á¿��¡�µÁ>�Á¿Á�¿���_¿-gµÐ�Ug¿£l�¦læ\¿�p�¤¿>�_¿"Á�gµ¿,gÁ>��¿
£¼Ç¦¼æ\¿�pl¤¿LÉÓgµ¸¦¿��Ágµg¸Á��y�Ó\¿��U>�¿t��_¿¡ÉµU�>¸��y¿LÓ¿U��¡>��g¸¿Á�>Á¿LÉÓ¿���Ó¿tµ��¿>¡¡µ�Ðg_¿Ðg�_�µ¸¿
Ñ>¸¿¡µgÐ>�g�Á¿>���y¿Á�g¿¸ÉµÐgÓg_¿¡�¡É�>Á���¦¿�ɸÁ¿�Ðgµ¿wwæ¿�t¿>��¿U��¡>��g¸¿Á�>Á¿¡ÉµU�>¸g¿��U>�¿t��_¸¿>�¸�¿
¡ÉµU�>¸g¿gÒU�ɸ�Ðg�Ó¿tµ��¿>¡¡µ�Ðg_¿Ðg�_�µ¸»¿¸gg�¿>��Á�gµ¿Ñ>Ó\¿½Ù¦½æ¿£�pÇÙ¤¿�t¿>��¿U���gµU�>�¿LÉÓgµ¸¿Ñ��¿
LÉÓ¿���Ó¿tµ��¿>¡¡µ�Ðg_¿Ðg�_�µ¸¿>�¸�¿LÉÓ¿��U>�¦¿��¡>��g¸¿��Á¿����Ág_¿Á�¿¡ÉµU�>¸��y¿tµ��¿>¡¡µ�Ðg_¿Ðg�_�µ¸¿
I expect local food to be better (than food from further away). And it makes me feel better,
buying local.”
Data Analysis
31
Ñgµg¿�>µy��>��Ó¿��µg¿���g�Ó¿Á�¿¡ÉµU�>¸g¿��U>�¿t��_¸\¿½u¦læ¿£�pÇu¤¦¿Ó¿¸gUÁ�µ\¿���_¿-gµÐ�Ug¿>�_¿"Á�gµ¿,gÁ>��¿
Ñgµg¿��¸Á¿���g�Ó¿Á�¿���Ó¿¡ÉµU�>¸g¿tµ��¿>¡¡µ�Ðg_¿Ðg�_�µ¸¿and ¡ÉµU�>¸g¿��U>�¿t��_\¿>Á¿¼�¦wæ¿£�pu¤¿>�_¿¼uæ¿
£�p俵g¸¡gUÁ�Ðg�Ó¦
/>�g�¿>¸¿>¿Ñ���g\¿Á�g¿¸ÉµÐgÓ¿µg¸É�Á¸¿>L�Ðg¿��_�U>Ág¿Á�>Á¿U��¡>��g¸¿Á�>Á¿_�¿��Ág�Á���>��Ó¿¡ÉµU�>¸g¿��U>�¿t��_¸¿
>µg¿��µg¿ ���g�Ó¿Á�>�¿Á�g¿¸ÉµÐgÓg_¿É��Ðgµ¸g¿�t¿LÉÓgµ¸¿>¸¿>¿Ñ���g¿Á�¿���_¿>��¿Á�g�µ¿¸É¡¡��gµ¸¿ £��U>�¿>�_¿����
��U>�¤¿Á�¿UgµÁ>��¿¡µ�_ÉUÁ¿¸¡gU�ÚU>Á���¸¿�µ¿¡µ�_ÉUÁ���¿�gÁ��_¸¦¿��ÑgÐgµ\¿Á�g¿t>UÁ¿Á�>Á¿��É�¸Ð���g¿U���gµU�>�¿
LÉÓgµ¸¿Ñ�Á�¿¸Áµ��y¿¸Á>�_>µ_¸¿>�_¿¸¡gU�ÚU>Á���¸¿>µg¿¡ÉµU�>¸��y¿��U>�¿t��_¿�¸¿��Á¿�gUg¸¸>µ��Ó¿>�¿��_�U>Á���¿Á�>Á¿
��U>�¿¸É¡¡��gµ¸¿>µg¿�ggÁ��y¿>��¿Á��¸g¿¸Á>�_>µ_¸¦¿ ��¿¡µ>UÁ�Ug¿£L>¸g_¿��¿���_g¡Á�¿��ÁgµÐ�gѸ¿Ñ�Á�¿U���gµU�>�¿
LÉÓgµ¸¿t�µ¿Á��¸¿�g�>�_¿��>�Ó¸�¸¿>¸¿Ñg��¿>¸¿�>µ¡¿,g¸�ɵUg¸²¿gÒ¡gµ�g�Ug¸¿Ñ�µ���y¿Ñ�Á�¿�>µyg¿¸U>�g¿U���gµU�>�¿
LÉÓgµ¸¿��¿�Á�gµ¿U�Á�g¸¿>�_¿�>µ�gÁ¸¤\¿�>�Ó¿U���gµU�>�¿LÉÓgµ¸¿Ñ�Á�¿¸Áµ�UÁ¿¡µ�_ÉUÁ¿¸¡gU�ÚU>Á���¸¿>�_¿¸É¡¡��gµ¿
¸Á>�_>µ_¸¿>µg¿Ñ�����y¿Á�¿ÁÑg>�¿Á��¸g¿¸¡gU�ÚU>Á���¸¿>�_¿Lg�_¿Á��¸g¿¸Á>�_>µ_¸¿��¿�µ_gµ¿Á�¿>__¿¸��g¿>��É�Á¿�t¿
��U>�¿¡µ�_ÉUÁ¿Á�¿Á�g�µ¿¸É¡¡�Ó¿U�>��¸¿Á�¿�ggÁ¿UɸÁ��gµ¿_g�>�_¦¿��ÑgÐgµ\¿Á�gÓ¿>µg¿���Ó¿Ñ�����y¿Á�¿_�¿¸�¿t�µ¿>¿
relatively small amount of product.
Reimbursements, Incentives or Subsidies
-ɵÐgÓ¿µg¸¡��_g�Á¸¿Ñgµg¿>¸�g_¿>L�ÉÁ¿Á�g¿���_¸¿�t¿µg��Lɵ¸g�g�Á¸\¿��Ug�Á�Ðg¸¿�µ¿¸ÉL¸�_�g¸¿Á�gÓ¿µgUg�Ðg¿Á�>Á¿
��ÛÉg�Ug¿Á�g�µ¿¸�ɵU��y¿>�_¿¡ÉµU�>¸��y¿_gU�¸���¸¦¿/�g¿��¸Á¿U������Ó¿µgUg�Ðg_¿��Ug�Á�Ðg¿Ñ>¸¿LÉ��¿_�¸U�É�Á¸¿
£_�¸U�É�Á¸¿t�µ¿LÉÓgµ¸¿Ñ��¿U����Á¿Á�¿¡ÉµU�>¸��y¿¸�×>L�g¿ªÉ>�Á�Á�g¸¿�t¿¡µ�_ÉUÁ¿g�Á�gµ¿>Á¿��g¿Á��g¿�µ¿�Ðgµ¿Á�g¿
U�ɵ¸g¿�t¿ >¿ U��Áµ>UÁ¿¡gµ��_¤\¿Ñ�Á�¿ wlæ¿ £�pý¤¿ µgUg�Ð��y¿ Á�g¸g¿_�¸U�É�Á¸¿ t�µ¿Ð��É�g¿¡ÉµU�>¸��y¿ tµ��¿ Á�g�µ¿
¸É¡¡��gµ¸¦¿/��¸¿��ÛÉg�Ug¿Ñ>¸¿tg�Á¿��¸Á¿>���y¿*µ�Ug¸¸�µ¸¿£½½¦¼æ\¿�pw¤¿>�_¿��¸Áµ�LÉÁ�µ¸¿£½½¦¼æ\¿�pǤ\¿>�_¿�g>¸Á¿
>���y¿-É¡gµ�>µ�gÁ¸\¿Ñ�gµg¿�ɸÁ¿ÇÙæ¿£�p�¤¿µgUg�Ðg_¿LÉ��¿_�¸U�É�Á¸¦¿�ɸÁ¿ÇǦ�æ¿£�pl¤¿�t¿¸ÉµÐgÓg_¿µg¸Á>ɵ>�Á¸¿
µgUg�Ðg¿�9¿*µ�É_¿�>µ�gÁ��y¿��Ug�Á�Ðg¸¿�µ¿µgL>Ág¸¦¿
��Ágµg¸Á��y�Ó\¿ >��¿ ¸ÉµÐgÓg_¿ *µ�Ug¸¸�µ¸¿ µgUg�Ðg¿ ¸��g¿ t�µ�¿ �t¿ µg��Lɵ¸g�g�Á\¿ ��Ug�Á�Ðg\¿ �µ¿ ¸ÉL¸�_Ó¿ ��¿ Á�g�µ¿
¸É¡¡�Ó¿U�>��¸¦¿"t¿>��¿U���gµU�>�¿LÉÓgµ¸\¿ÃæÃæ¿£�pÇu¤¿µg¡�µÁg_¿Á�>Á¿Á�gÓ¿µgUg�Ðg¿���g¦¿��µg¿Á�>�¿uwæ¿£�p½¤¿
�t¿���_¿-gµÐ�Ug¿U��¡>��g¸¿>�_¿½Ùæ¿£�pä¿�t¿-É¡gµ�>µ�gÁ¸¿>�¸�¿µg¡�µÁg_¿Á�>Á¿��¿¸ÉU�¿_�¸U�É�Á¸¿�µ¿¸ÉL¸�_�g¸¿
��ÛÉg�Ug¿Á�g�µ¿¡ÉµU�>¸��y¦
0%
10%
20%
30%
40%
50%
60%
70%
GAP certific
ation
HAACP facilit
y/plan
Packaging st
andards
Grading standard
s
Nutritio
n specific
ations
Organic certific
ation
Fair T
rade certific
ation
Animal w
elfare
certific
ations
Liabilit
y insu
rance
Don't know
Other
Perc
ent o
f res
pond
ents
Production Specification Requirements: All Respondents vs. Respondents Who Buy Local
All respondents Local buyers
Data Analysis
32
�� >�Ͻ*³�¿�U��½�³½*���U�g¶½¿�>¿½��×Åg�Ug½*ųU�>¶��y½�gU�¶���¶
-ɵÐgÓ¿µg¸¡��_g�Á¸¿Ñgµg¿>¸�g_¿Á�¿�_g�Á�tÓ¿��Ágµ�>�¿U��¡>�Ó¿¡µ�Á�U��¿�µ¿¡���U�g¸¿Á�>Á¿��ÛÉg�Ug¿Á�g�µ¿¡ÉµU�>¸��y¿
decisions.
/Ñg�ÁÓ�g�y�Á¿¡gµUg�Á¿¡ÉµU�>¸g¿tµ��¿>¿Ug�Áµ>�¿¡ÉµU�>¸��y¿U>Á>��yÉg¿�µ¿yÉ�_g¿Á�>Á¿�¸¿¡µ�Ð�_g_¿Á�¿Á�g�¿£�¦g¦¿LÓ¿
U�µ¡�µ>Ág¿�g>_ªÉ>µÁgµ¸¤¦¿1¸g¿�t¿¸ÉU�¿>¿U>Á>��yÉg¿Ñ>¸¿��y�gµ¿Á�>�¿>Ðgµ>yg¿>���y¿���_¿-gµÐ�Ug¿U��¡>��g¸¿
£Ã½¦wæ\¿�pw¤¦¿����¸Á¿��¿*µ�Ug¸¸�µ¸¿£�½¦¼æ\¿�p�¤¿>�_¿��¿��¸Áµ�LÉÁ�µ¸¿̧ ɵÐgÓg_¿É¸g¿̧ ÉU�¿>¿U>Á>��yÉg¦¿����y¿Á��¸g¿
U��¡>��g¸¿Á�>Á¿¡ÉµU�>¸g¿tµ��¿>¿Ug�Áµ>�¿U>Á>��yÉg¿�µ¿yÉ�_g\¿uÙæ¿£�p�Ù¤¿¡ÉµU�>¸g¿��U>�¿t��_¸\¿µg¡µg¸g�Á��y¿
ÇǦÇæ¿�t¿>��¿��U>�¿t��_¿LÉÓgµ¸¦¿"t¿Á��¸g¿U���gµU�>�¿t��_¿LÉÓgµ¸¿Ñ��¿_�¿��Á¿É¸g¿>¿Ug�Áµ>�¿¡ÉµU�>¸��y¿U>Á>��yÉg\¿
½l¦½æ¿£�pÃu¤¿¡ÉµU�>¸g¿��U>�¿t��_¸¦¿
�ɸÁ¿�Ðgµ¿Ã¼æ¿�t¿¸ÉµÐgÓ¿µg¸¡��_g�Á¸¿�_g�Á�Úg_¿¡µ�_ÉUÁ¿¸¡gU�ÚU>Á���¸¿¸ÉU�¿>¸¿Ð>µ�gÁÓ\¿¡>U�¿�µ¿yµ>_g¿>���y¿
U��¡>�Ó¿ ¡���U�g¸¿ Á�>Á¿ ��t�µ�¿ Á�g�µ¿ ¡ÉµU�>¸��y¦¿ *µ�Ug¸¸�µ¸¿ £uÙæ\¿ �pä\¿ ���_¿ -gµÐ�Ug¿ U��¡>��g¸¿ £uw¦uæ\¿
�p½¤\¿>�_¿-É¡gµ�>µ�gÁ¸¿£½Ùæ\¿�pä¿Ñgµg¿��µg¿���g�Ó¿Á�>�¿�Á�gµ¿LÉÓ��y¿¸gUÁ�µ¸¿Á�¿¡ÉµU�>¸g¿L>¸g¿��¿¡µ�_ÉUÁ¿
¸¡gU�ÚU>Á���¸¦¿����y¿Á��¸g¿Ñ��¿�>�g¿¡ÉµU�>¸��y¿_gU�¸���¸¿L>¸g_¿��¿¡µ�_ÉUÁ¿¸¡gU�ÚU>Á���¸\¿½Ù¦¼æ¿£�p�¼¤¿
¡ÉµU�>¸g¿��U>�\¿µg¡µg¸g�Á��y¿�ɸÁ¿Ã¼¦læ¿�t¿>��¿��U>�¿t��_¿LÉÓgµ¸¦
/Ñg�ÁÓ����g¿¡gµUg�Á¿ £�pÇǤ¿�t¿¸ÉµÐgÓ¿ µg¸¡��_g�Á¸¿ ��_�U>Ág_¿Á�>Á¿ Á�g�µ¿¡ÉµU�>¸��y¿_gU�¸���¸¿>µg¿¸ÉL�gUÁ¿ Á�¿
>�¿��Ágµ�>�¿>¡¡µ�Ð>�¿¡µ�Ug¸¸¿£tµ��\¿t�µ¿gÒ>�¡�g\¿>¿µgy���>�¿�>�>ygµ¿�µ¿U�µ¡�µ>Ág¿�g>_ªÉ>µÁgµ¸¤\¿>�_¿Á�g¸g¿
¡µ�Ug¸¸g¸¿ >µg¿ ��¸Á¿ ¡µgÐ>�g�Á¿ >���y¿ ���_¿ -gµÐ�Ug¿ U��¡>��g¸¿ £uw¦uæ\¿ �p½¤¿ >�_¿ �g>¸Á¿ U�����¿ >���y¿
,g¸Á>ɵ>�Á¸¿£�w¦Ãæ\¿�pu¤¦¿"t¿Á�g¿ÇÇ¿µg¸¡��_g�Á¸¿Ñ��¿>µg¿¸ÉL�gUÁ¿Á�¿��Ágµ�>�¿>¡¡µ�Ð>�¿¡µ�Ug¸¸g¸\¿½�¦�æ¿£�p�ä¿
¡ÉµU�>¸g¿ ��U>�¿ t��_»¿ �ɸÁ¿ Çl¦�æ¿�t¿ Á�g¿ ��U>�¿ t��_¿¡ÉµU�>¸��y¿ ¸ÉµÐgÓ¿ µg¸¡��_g�Á¸¿Ñgµg¿ ¸ÉL�gUÁ¿ Á�¿ ��Ágµ�>�¿
approval processes.
-ɵÐgÓ¿ µg¸¡��_g�Á¸¿ Ñgµg¿ >�¸�¿ >¸�g_¿ >L�ÉÁ¿ t��_¿ ¸>tgÁÓ¿ UgµÁ�ÚU>Á���¸\¿ >�_¿ Ãl¦¼æ¿ £�pÇ�¤¿ µgÐg>�g_¿ Á�>Á¿
µgªÉ�µg�g�Á¸¿ t�µ¿ Á�g¸g¿ ���_¸¿ �t¿ UgµÁ�ÚU>Á���¸¿ ��ÛÉg�Ug¿ Á�g�µ¿ ¡ÉµU�>¸��y¿ _gU�¸���¸¦¿ ,gªÉ�µ��y¿ t��_¿ ¸>tgÁÓ¿
UgµÁ�ÚU>Á���¸¿��µg¿�tÁg�¿Á�>�¿Á�g¿É��Ðgµ¸g¿>¸¿>¿Ñ���g¿Ñgµg¿*µ�Ug¸¸�µ¸¿£uÙæ\¿�pä\¿���_¿-gµÐ�Ug¿£uw¦uæ\¿�p½¤\¿
>�_¿"Á�gµ¿,gÁ>��gµ¸¿£½Ã¦½æ\¿�p¼¤¦¿�ɸÁ¿̧ �Ò¿µg¸Á>ɵ>�Á¸¿£�¼¦�椿µgªÉ�µg_¿t��_¿̧ >tgÁÓ¿UgµÁ�ÚU>Á���¸¿�t¿Á�g�µ¿̧ É¡¡��gµ¸¦¿
/��¸g¿Ñ�Á�¿µgªÉ�µg�g�Á¸¿t�µ¿t��_¿̧ >tgÁÓ¿UgµÁ�ÚU>Á���¸¿Ñgµg¿�g¸¸¿���g�Ó¿Á�¿¡ÉµU�>¸g¿��U>�¿t��_¿£ul¦½æ\¿�p�¼¤¿Á�>�¿
Á��¸g¿Ñ�Á��ÉÁ¿£½½¦¼æ\¿�pÇl¤\¿ÓgÁ¿Ã¼¦læ¿£�p�¼¤¿�t¿Á�g¿g�Á�µg¿É��Ðgµ¸g¿�t¿¸ÉµÐgÓg_¿��U>�¿t��_¿LÉÓgµ¸¿do hold their
¸É¡¡��gµ¸¿Á�¿¸��g¿t��_¿¸>tgÁÓ¿µgªÉ�µg�g�Á¸¿�µ¿UgµÁ�ÚU>Á���¸¦¿"�g¿���_¿-gµÐ�Ug¿U��¡>�Ó¿��ÁgµÐ�gÑg_¿��Ág_¿
Á�>Á¿t��_¿¸>tgÁÓ¿�¸¿��¸¿U��¡>�Ó²¸¿¡µ��>µÓ¿U��Ugµ�»¿Á��Éy�¿Á�g¿U��¡>�Ó¿Ñ>�Á¸¿Á�¿¡ÉµU�>¸g¿��µg¿��U>�¿t��_¸\¿
¯Ñg¿U>�²Á¿�ɸÁ¿LÉÓ¿�tt¿Á�g¿L>U�¿�t¿>¿t>µ�gµ²¸¿ÁµÉU�¦°
/Ñg�ÁÓ¿ ¡gµUg�Á¿ £�p�u¤¿ �t¿ ¸ÉµÐgÓ¿ µg¸¡��_g�Á¸¿ ¸>�_¿ Á�>Á¿ ��¿ ��Ágµ�>�¿ ¡µ�Á�U��¿ �µ¿ ¡���U�g¸¿ ��ÛÉg�Ug¿ Á�g�µ¿
¡ÉµU�>¸��y¿_gU�¸���¸\¿Ñ���g¿ �Ù¦¼æ¿ £�pl¤¿Ñµ�Ág¿ ��¿�Á�gµ¿¡µ�Á�U��¿ >�_¿¡���U�g¸¿ Á�>�¿ Á��¸g¿_g¸Uµ�Lg_¿>L�Ðg¦¿
"�g¿,g¸Á>ɵ>�Á¿Á�>Á¿¡ÉµU�>¸g¸¿Á�µ�Éy�¿-Ó¸U�¿��Ág_¿Á�>Á¿-Ó¸U�¿�>¸¿�Á¸¿�Ñ�¿¡���U�g¸¿>�_¿¡µ�Á�U��¿t�µ¿ÐgÁÁ��y¿
¸É¡¡��gµ¸\¿>¿µg���_gµ¿Á�>Á¿U���gµU�>�¿t��_¿LÉÓgµ¸¿>µg¿¸ÉL�gUÁ¿��Á¿���Ó¿Á�¿Á�g�µ¿�Ñ�¿U��¡>�Ó²¸¿¡µ�Á�U��\¿LÉÁ¿
to all ¡µ�Á�U��\¿¡���U�g¸\¿>�_¿¸Á>�_>µ_¸¿��¡�g�g�Ág_¿LÓ¿gÐgµÓ¿¸É¡¡��gµ¿>���y¿Á�g�µ¿¸É¡¡�Ó¿U�>��¸¦¿
Data Analysis
33
Question #4: How do buyers see local food as an anchor for a broader economic development strategy?
/�g¿ U��U�É_��y¿ ªÉg¸Á���¿ U���gµU�>�¿ ¸ÉµÐgÓ¿ µg¸¡��_g�Á¸¿ Ñgµg¿
>¸�g_¿Ñ>¸[¿¯���>��Ó\¿Ñ�>Á¿�¸¿Ó�ɵ¿¡gµ¸¡gUÁ�Ðg¿��¿Á�g¿gÒÁg�Á¿Á�¿Ñ��U�¿
��Ðg¸Á�g�Á¿��¿��É�¸Ð���g²¸¿�"��¿t��_¿gU����Ó¿U�É�_¿_µ�Ðg¿Lµ�>_gµ¿
gU�����U¿_gÐg��¡�g�Á¿��¿Á�g¿¸Á>Ág¿>�_¿µgy���«¿*�g>¸g¿_g¸Uµ�Lg¦°
��µg¿ Á�>�¿ ¼læ¿�t¿ ¸ÉµÐgÓ¿ µg¸¡��_g�Á¸¿Ñ��¿>�¸Ñgµg_¿ Á��¸¿ªÉg¸Á���¿
µg¸¡��_g_¿ ��¿Ñ>Ó¸¿ Á�>Á¿ ��_�U>Ág_¿ Á�>Á¿ Á�gÓ¿¸>Ñ¿ ��Ðg¸Á�g�Á¿ ��¿ ��U>�¿
t��_¿>¸¿>¿Ð�>L�g¿>�U��µ¿t�µ¿>�¿gU�����U¿_gÐg��¡�g�Á¿¸Áµ>ÁgyÓ¦¿
Respondents supported investment in the local food economy as part of an overall economic development
¸Áµ>ÁgyÓ¿t�µ¿>¿�É�Lgµ¿�t¿µg>¸��¸¦¿-gÐgµ>�¿µg¸¡��_g�Á¸¿��Ág_¿Á�>Á¿>¿Lµ�>_¿µ>�yg¿�t¿¸Á>�g���_gµ¸¿Lg�gÚÁ¿Ñ�g�¿
��Ðg¸Á�g�Á¿�¸¿�>_g¿��¿Á�g¿��U>�¿t��_¿gU����Ó¦¿"�g¿��Ág_\¿̄ 7�g�¿Ñg¿t�Uɸ¿��¿��U>�¿¡µ�_ÉUÁ¸\¿Ñg¿U>�¿�gg¡¿Á�g¿
���gÓ¿Ñ�Á���¿�ɵ¿��U>�¿gU����Ó¿Ñ��U�¿U>�¿̧ É¡¡�µÁ¿gÐgµÓ��g¦°¿���Á�gµ¿g�>L�µ>Ág_\¿̄ Q/�g¿��U>�¿t��_¿gU����ÓR¿
¸��É�_¿Lg¿ ��Ðg¸Ág_¿��m¿Á�g¿t>µ�gµ¸¿Ñ���¿_�¿LgÁÁgµ¿>�_¿Á�g¿t��_¿�¸¿LgÁÁgµ¦°¿��_¿>��Á�gµ¿gÒ¡�>��g_¿Á�>Á¿Ñ�g�¿
���gÓ¿ �¸¿ ¸¡g�Á\¿Lɸ��g¸¸�Á��Lɸ��g¸¸\¿ ��U>��Ó\¿ Á�gµg²¸¿ >¿ ¯Áµ�U��g¿_�Ñ�¿gttgUÁ°¿ >�_¿ ¯g>U�¿Lɸ��g¸¸¿Lg�gÚÁ¸¦°¿
"�g¿µg¸¡��_g�Á¿¸>Ñ¿�Á¿��µg¿Lµ�>_�Ó\¿������y¿��Ðg¸Á�g�Á¿��¿Á�g¿��U>�¿t��_¿gU����Ó¿Á�¿>¿Lµ�>_gµ¿���_¿�t¿¯U�Ð�U¿
���_g_°¿>UÁ�Ð�ÁÓ\¿gÒ¡�>����y¿Á�>Á¿¸É¡¡�µÁ��y¿¯��U>�¿t>µ�gµ¸¿>�_¿Á�g¿��U>�¿gU����Ó¿Ñ���¿�>�g¿Á�g¿U�ÁÓ¿>¿LgÁÁgµ¿
¡�>Ug°»¿Á��¸¿µg¸¡��_g�Á¿��Ág_¿Á�>Á¿Á�¿Á�g¿gÒÁg�Á¿Á�>Á¿��¸¿LÉ_ygÁ¿>���Ѹ\¿�g¿Ñ>�Á¸¿Á�¿¸É¡¡�µÁ¿¯Á�>Á¿��Ðg�g�Á¦°¿
��L¿Uµg>Á���¿Ñ>¸¿�g�Á���g_¿LÓ¿¸gÐgµ>�¿µg¸¡��_g�Á¸¿>¸¿>¿_µ�Ð��y¿µg>¸��¿Á�gÓ¿¸gg¿��Ðg¸Á�g�Á¿��¿Á�g¿��U>�¿t��_¿
gU����Ó¿>¸¿¡µ���¸��y\¿>�_¿��g¿g�>L�µ>Ág_\¿¯7�g�gÐgµ¿Ó�É¿Lµ��y¿��_ɸÁµÓ¿Á�¿>�¿>µg>\¿Ó�ɲµg¿y���y¿Á�¿Uµg>Ág¿
��L¸°\¿>�_¿��Ág_¿Á�>Á\¿��¿Á��¸¿U>¸g\¿_gÐg��¡��y¿Á�g¿t��_¿��_ɸÁµÓ¿>�_¿gU����Ó¿Ñ�É�_¿Lg¿¯ÐgµÓ¿��¡�µÁ>�Á¿t�µ¿
L�Á�¿��U>�¿Lɸ��g¸¸g¸¿>�_¿��U>�¿t>µ�gµ¸¦°¿"�g¿µg¸¡��_g�Á¿tµ>�g_¿Á�g¿�¸¸Ég¿¸��¡�Ó\¿¸>Ó��y\¿¯��U>�¿t��_¿�¸¿LgÁÁgµ¿
Lɸ��g¸¸¦¿*g�¡�g¿ÁµÉ¸Á¿��U>�¿U��¡>��g¸\¿>�_¿Á�gÓ¿Ñ>�Á¿Á�¿�g�¡¿��U>�¿Lɸ��g¸¸g¸¦°
��¿>__�Á���¿Á�¿g�>L�µ>Á��y¿��¿��Ñ¿>�_¿Ñ�Ó¿��Ðg¸Á�g�Á¿��¿Á�g¿��U>�¿t��_¿gU����Ó¿Ñ�É�_¿Lg¿Lµ�>_�Ó¿Lg�gÚU�>�\¿
¸gÐgµ>�¿ µg¸¡��_g�Á¸¿ gÒ¡�>��g_¿Ñ�Ó¿ Á�gÓ¿ Á����¿ �Á²¸¿ Á�g¿ µ�y�Á¿ ¸Áµ>ÁgyÓ¿ t�µ¿ ��É�¸Ð���g¿ >�_¿ �gttgµ¸��¿ �É�ÁÓ¿ ��¿
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Approved vendors
only
Central p
urchas
ing cata
log
Product
specif
icatio
ns
Purchas
ing budge
t
Intern
al ap
proval
proce
ss
Vendor liab
ility in
sura
nce
Vendor food sa
fety ce
rtific
ations
None
Perc
ent o
f res
pond
ents
Company Policies & Requirements Influencing Purchases: All Respondents vs. Respondents Who Buy Local
All respondents
Local buyers
Supporting “local farmers and the local
economy will make the city a better place.”
Data Analysis
34
¡>µÁ�UÉ�>µ¦¿-gÐgµ>�¿_g¸Uµ�Lg_¿��É�¸Ð���g¿>¸¿>¿¡�>Ug¿�t¿����Ð>Á���¿>�_¿¸>Ñ¿��U>�¿t��_¿¸Ó¸Ág�¸¿£>�_¿��Ðg¸Á�g�Á¿
in those systems) as a part of that. One respondent said, “Taking advantage of the centralized location of the
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citizens of the city support the movement.” Another noted that Louisville
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u¿Óg>µ¸°¿>�_¿¸>Ñ¿Á�g¿U�ÁÓ¿>¸¿¯>�¿É�Á>¡¡g_¿�>µ�gÁ°¿t�µ¿��U>�¿t��_¿��¿>¿
�>µygµ¿ ¸U>�g¦¿���Á�gµ¿ µg¸¡��_g�Á¿ gU��g_¿ Á��¸¿ Á�g�g\¿_g¸Uµ�L��y¿ Á�>Á¿
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Lg��gÐg¸¿ ¯Á��¸¿ U�É�_¿ gÒ¡>�_¿ ��Á�¿ >¿ Lµ�>_gµ¿ gU�����U¿ _gÐg��¡�g�Á¿
¸Áµ>ÁgyÓ¦°¿/������y¿��µg¿Lµ�>_�Ó¿>L�ÉÁ¿��É�¸Ð���g²¸¿¡�¸�Á���¿Ñ�Á���¿Á�g¿
µgy���\¿ >��Á�gµ¿ µg¸¡��_g�Á¿ ¸>�_\¿ °��É�¸Ð���g¿ �¸¿ Á�g¿L�yyg¸Á¿ U�ÁÓ¿ ��¿ Á�g¿
state and has many potential outlets for local food. If the priority can
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and in the state.”
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display cases. A handful of respondents discussed infrastructure in general terms, noting that the city “needs
LgÁÁgµ¿��tµ>¸ÁµÉUÁɵg¿��¿�µ_gµ¿Á�¿�>�g¿Á�g¿��Ðg�g�Á¿̧ ɸÁ>��>L�g¦°¿"�g¿>_Ð�¸g_[¿̄ LÉ��_¿Á�g¿��tµ>¸ÁµÉUÁɵg¦°¿*���UÓ¿
g�gµyg_¿ ��¿Á��¸¿_�¸Uɸ¸���¿>¸¿Ñg��\¿Ñ�Á�¿��g¿Lɸ��g¸¸¿�Ñ�gµ¿��Á��y¿Á�>Á¿¸�>��\¿ ��_g¡g�_g�Á¿ ��U>��Ó¿�Ñ�g_¿
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��U>�¿Lɸ��g¸¸g¸¿�Ðgµ¿�>Á���>�¿U�>��¸¦¿���Á�gµ¿µg¸¡��_g�Á¿¸>Ñ¿�Á¿>¸¿>¿Lɸ��g¸¸�Á��Lɸ��g¸¸¿�¸¸Ég\¿gÒ¡�>����y¿
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UɸÁ��gµ¸¿Ñ��¿>µg¿>�¸�¿U���gµU�>�¿ t��_¿LÉÓgµ¸n>�_¿�g¿¸>�_¿Á�>Á¿�g¿¯Ñ�¸�g¸¿Á�>Á¿¸��g¿�t¿Á�g¿¸Á�µg¸¿Ñg¿
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Ñ�É�_¿Lg¿>L�g¿Á�¿Uµg>Ág¿>¿_�¸Áµ�LÉÁ���¿¸Ó¸Ág�¿���g¿-Ó¸U�¿Ñ�Á�¿g�Á�µg�Ó¿ ��U>�¿ t��_¦°¿���Á�gµ¿µg¸¡��_g�Á¿Á���¿
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Á�¿¸gÁ¿É¡¿¡�Ág�Á�>�¿Uµ�¡¸¿t�µ¿�gÒÁ¿Óg>µ¦°¿-Á���¿>��Á�gµ¿¸>Ñ¿>¿tÉÁɵg¿��¿Ñ��U�¿��U>�¿t��_¿¡ÉµU�>¸��y¿Ñ>¸¿_��g¿LÓ¿
��Uµg>¸��y¿�É�Lgµ¸¿�t¿�>µyg¿Lɸ��g¸¸g¸\¿>�_¿��Ág_¿Á�>Á¿��µg¿��U>�¿t��_¿Ñ�É�_¿Lg¿¸��_¿¯�t¿Á�g¿L�y¿_�¸Áµ�LÉÁ�µ¸¿
Ñgµg¿¡É¸���y¿�Á\°¿¡gµ�>¡¸¿Ñ�Á�¿¯��Ug�Á�Ðg¸°¿t�µ¿��U>�¿¡ÉµU�>¸��y¦
��¿Á������y¿>L�ÉÁ¿Á�g¿¸U>�g¿�t¿Á�g¿¡�Ág�Á�>�¿t�µ¿��U>�¿t��_¿��Ðg¸Á�g�Á¿Á�¿_µ�Ðg¿Lµ�>_gµ¿gU�����U¿_gÐg��¡�g�Á\¿
¸gÐgµ>�¿µg¸¡��_g�Á¸¿Ñgµg¿��Á¿¸Éµg¿£Á��Éy�¿Á�gÓ¿_�_¿µgg�¡�>¸�×g¿Á�g�µ¿�Ñ�¿��Ágµg¸Á¿��¿¡ÉµU�>¸��y¿tµ��¿��U>�¿
Ðg�_�µ¸¤¦¿"�g¿LÉÓgµ¿��Ág_¿Á�>Á¿¸�g¿¸>Ñ¿����Á¸¿Á�¿Á�g¿���_¿>�_¿µ>�yg¿�t¿¡µ�_ÉUÁ¸¿¡µ�_ÉUg_¿��U>��Ó¿Á�>Á¿�>Ðg¿
µg>�¿¡�Ág�Á�>�¿Á�¿�>Ðg¿gU�����U¿��¡>UÁ\¿>�_¿>��Á�gµ¿µg¸¡��_g�Á¿¸¡gU�Úg_¿Á�>Á¿Á�g¿¡�Ág�Á�>�¿��y�Á¿Lg¿¯����Ág_¿
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“I see how the farmers’ markets in the area are
prosepering... this could expand into a broader
economic development stategy.”
Data Analysis
35
��¡>UÁ¿U�É�_¿É�Á��>Ág�Ó¿Lg¦°¿���Á�gµ¿LÉÓgµ¿Á��Éy�Á¿>L�ÉÁ¿ �Á¿ �g¸¸¿ ��¿Ágµ�¸¿�t¿¸g>¸��>��ÁÓ¿�µ¿¸¡gU�ÚU¿¡µ�_ÉUÁ¿
¡�Ág�Á�>�¿>�_¿��µg¿��¿Ágµ�¸¿�t¿Á�g¿¸U>�g�>L���ÁÓ¿�t¿��U>�¿t��_¿Á�¿�ggÁ¿�>µyg¿¸U>�g¿t��_¿LÉÓgµ¸²¿_g�>�_¸\¿¸>Ó��y¿
Á�>Á¿�g¿���g¸¿Á�¿¯Á����¿��U>�\¿Á����¿�9¿*µ�É_°\¿LÉÁ¿Á�>Á¿Ñ�Á�¿¸�¿�>�Ó¿LÉÓgµ¸¿t�Uɸg_¿��¿¡µ�Ug¿>�_¿U��¸�¸Ág�UÓ\¿�g¿
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�ɸÁ¿�ÿµg¸¡��_g�Á¸¿>�¸Ñgµg_¿Á��¸¿ªÉg¸Á���¿��¿����¡�¸�Á�Ðg¿Ñ>Ó¸\¿��U�É_��y¿�Ù¿Ñ��¿g�Á�gµ¿µg¸¡��_g_¿Á�>Á¿Á�gÓ¿
_�_¿��Á¿���Ñ¿�µ¿¡µgtgµµg_¿��Á¿Á�¿U���g�Á¦¿"t¿Á�g¿µg�>����y¿Á�µgg\¿��g¿¸Á>Ág_¿Á�>Á¿�g¿_�_¿��Á¿Á����¿�Á¿Ñ�É�_¿
>ttgUÁ¿Á�g¿�Ðgµ>��¿gU����Ó¿�t¿Á�g¿U�ÁÓ\¿>��Á�gµ¿��Ág_¿¸��¡�Ó¿Á�>Á¿��¸¿UɸÁ��gµ¸¿¯_��²Á¿U>µg¿>L�ÉÁ¿��U>�°\¿>�_¿>¿
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t�Uɸ¿¸��É�_¿Lg¿��¸Ág>_¿��¿��¡µ�Ð��y¿¡ÉL��U¿¸U����¿�g>�¸¦
"Á�gµ¿µg¸¡��_g�Á¸¿>�¸Ñgµg_¿Ñ�Á�¿yµg>Á¿UgµÁ>��ÁÓ¿>�_\¿>Á¿Á��g¸\¿yµg>Á¿_gÁ>��¦¿"�g¿tg�Á¿Á�>Á¿Á�g¿̄ �>µyg¸Á¿��¡>UÁ¿Ñ�É�_¿
Lg¿Ñ�Á�¿_���y¿Ð>�Ég¿>__g_¿¡µ�_ÉUÁ¸\°¿LÉÁ¿��Ág_¿��Ñ¿g¸¸g�Á�>�¿�Á¿�¸¿Á�¿�>Ðg¿¸ÉtÚU�g�Á¿¡µ�Ug¸¸��y¿��tµ>¸ÁµÉUÁɵg¿
��¿¡�>Ug¿Á�¿g�¸Éµg¿Á�>Á¿¡µ�_ÉUÁ¿Á�>Á¿�¸¿yµ�Ñ�¿��U>��Ó¿>�_¿¸��_¿��U>��Ó¿�¸¿>�¸�¿¡µ�Ug¸¸g_¿��U>��Ó[¿¯>ÁÁ�g¿t>µ�gµ¸¿
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Á�g¿µgy���¿¯�gg_¿LgÁÁgµ¿��tµ>¸ÁµÉUÁɵg¿��¿�µ_gµ¿Á�¿�>�g¿Á�g¿��Ðg�g�Á¿¸É¸Á>��>L�g¦°¿/Ñ�¿µg¸¡��_g�Á¸¿tg�Á¿Á�g¿
gU�����U¿��¡>UÁ¿�t¿��U>�¿t��_¿¸Ó¸Ág�¿��Ðg¸Á�g�Á¿U�É�_¿Lg¿¯�Éyg\°¿>��Á�gµ¿¡µg_�UÁg_¿Á�>Á¿¯�Á¿U�É�_¿Lg¿�>��µ\°¿
>�_¿¸Á���¿>��Á�gµ¿¡µ�Ð�_g_¿>�¿gÒ>�¡�g[¿¯�t¿Ñg¿U�É�_¿LÉÓ¿�9¿U��U�g�\¿Lggt\¿U�gg¸g\¿gÁU¦¿Ñg¿Ñ�É�_\¿>¸¿���y¿>¸¿
£�ɵ¤¿¸¡gU¸¿Ñgµg¿�gÁ¦¿"ɵ¿��ÁÁ�g¿ÃÇ¿��U>Á���¿µg¸Á>ɵ>�Á¿U�É�_¿�>Ðg¿>¿e�Ç\ÙÙÙ\ÙÙÙ¿¡ÉµU�>¸��y¿��¡>UÁ¿��¿Á�g¿
local economy translating to $30-35,000,000 at retail.” Another respondent stated that “as demand increases
t�µ¿��U>��Ó¿yµ�Ñ�¿>�_¿¡µ�Ug¸¸g_¿t��_¸\¿Ñg¿tgg�¿Á�>Á¿Û�Ñ¿Á�µ�Éy�¿Á�¿�Á�gµ¿>µg>¸¿�t¿¡µ�_ÉUÁ���\¿_�¸Áµ�LÉÁ���¿>�_¿
gÐg�¿t>µ���y¿m¿£>�_¿Á��¸g¿¸gUÁ�µ¸¤¿Ñ���¿Lg¿gÒ¡>�_g_¿gÒ¡��g�Á�>��Ó¦°¿
"�g¿ µg¸¡��_g�Á¿ >�¸Ñgµg_¿ Á�g¿ ªÉg¸Á���¿Ñ�Á�¿ >¿ ªÉg¸Á���[¿ ¯�Á²¸¿ ���Ó¿ >¿�>ÁÁgµ¿ �t¿ Á��g¿ Lgt�µg¿ £��U>�¿ t��_¤¿ �¸¿
�>��¸Áµg>�¦¿-�¿Ñ�Ó¿��Á¿¸Á>µÁ¿��Ñ«°
Data Analysis
36
,g¶ ��_g�¿½*³�Ö�g
�¸¿�g�Á���g_¿��¿Á�g¿�gÁ��_���yÓ¿̧ gUÁ���¿�t¿Á��¸¿µg¡�µÁ\¿wÇ�¿U��¸É�gµ¸¿Ñgµg¿̧ ɵÐgÓg_¿>¸¿¡>µÁ¿�t¿
Á��¸¿¸ÁÉ_Ó¦¿�UU�µ_��y¿Á�¿Á�g¿6��Ug¿�t¿��É�¸Ð���g¿£6"�¤\¿Á�g¿U��¡>�Ó¿��¡�g�g�Á��y¿Á�g¿U��¸É�gµ¿
¸ÉµÐgÓ\¿Á�g¿_g��yµ>¡��U¸¿�t¿Á�g¿¸ÉµÐgÓg_¿¸>�¡�g¿>��y�g_¿U��¸g�Ó¿Ñ�Á�¿Lµ�>_gµ¿_g��yµ>¡��U¿
Lµg>�_�Ñ�¿�t¿Á�g¿¡�¡É�>Á���\¿>�_¿Á�g¿µg¸É�Á¸¿>µg¿Ñ�Á���¿¸>�¡���y¿gµµ�µ¿t�µ¿gÐgµÓÁ���y¿gÒUg¡Á¿
Á��¸g¿Ñ��¿���Ó¿U��¡�gÁg_¿��y�¿¸U����ñ>�_¿Á��¸g¿Ñ��¿U��¡�gÁg_¿U���gyg¦ñ��¿Á��¸g¿U>¸g¸\¿6"�¿
��Ág_¿Á�>Á¿Á�g¿��¡>UÁ¿�t¿Á��¸¿��U��¸�¸Ág�UÓ¿Ñ�É�_¿Lg¿�����>�\¿µg¸É�Á��y¿��¿�g¸¸¿Á�>�¿>¿¡gµUg�Á>yg¿
point different in results.
*>µÁ�U�¡>�Á¸¿ Ñgµg¿ >¸�g_¿ Ñ�gÁ�gµ¿ Á�gÓ¿ ���Ñ��y�Ó¿ ¡ÉµU�>¸g¿ ��U>�¿ t��_¸¦¿ ��µ¿ Á�g¿ ¡Éµ¡�¸g¿
�t¿ >�>�Ó¸�¸\¿ Á�gÓ¿Ñgµg¿ _�Ð�_g_¿ ��Á�¿ Á��¸g¿Ñ��¿_�¿LÉÓ¿ ��U>�¿ t��_¿ >�_¿ Á��¸g¿Ñ��¿_��²Á¿ LÉÓ¿
��U>�¿ t��_¿ L>¸g_¿ ��¿ Á�g¿ µg¸¡��¸g¿ Á�¿ Á��¸¿ ªÉg¸Á���¦¿ /��¸g¿Ñ��¿ µg¸¡��_g_¿ ¯frequently” or
“sometimes”¿Ñgµg¿U�>¸¸�Úg_¿>¸¿��U>�¿t��_¿LÉÓgµ¸¿>�_¿Á��¸g¿Ñ��¿µg¸¡��_g_¿¯rarely” or “never”
Ñgµg¿U�>¸¸�Úg_¿>¸¿������U>�¿t��_¿LÉÓgµ¸¦¿/�g¿¸gy�g�Á>Á���¿�¸¿¸É��>µ�×g_¿��¿Á�g¿Á>L�g¿Lg��Ѧ¿
Buys Local Food Does Not Buy Local Food Total
Number % Number % Number %
302 71.8% 119 28.2% 421 100.0%
��¸É�gµ¸¿ Ñgµg¿ tɵÁ�gµ¿ ¸gy�g�Ág_¿ LÓ¿ _g��yµ>¡��U¸\¿ ��¸Á¿ �tÁg�¿ LÓ¿ >��É>�¿ ��ɸg���_¿
income and age. Of the 421 respondents, 370 shared their annual household income and 420
¸�>µg_¿Á�g�µ¿>yg¦¿/�g¿¡�¡É�>Á���¿�t¿��U>�¿>�_¿������U>�¿t��_¿LÉÓgµ¸¿Ñ�Á�¿g>U�¿�t¿Á�g¸g¿yµ�É¡¸¿
�¸¿_gÁ>��g_¿��¿Á�g¿t����Ñ��y¿ÁÑ�¿Á>L�g¸¦
Consumer Survey
37
Annual
Household
Income
Buys Local Food Does Not Buy Local Food Total
Number % Number % Number %
Less than $50,000
151 70.6% 63 29.4% 214 100.0%
$50,000-$74,999
50 72.5% 19 27.5% 69 100.0%
$75,000 and greater
67 77.0% 20 23.0% 87 100.0%
All 268 72.4% 102 27.6% 370 100.0%
Age Buys Local Food Does Not Buy Local Food Total
É�Lgµ æ É�Lgµ æ É�Lgµ æ
�l�Ãw �à ½l¦�æ 42 Ã�¦�æ 135 �ÙÙ¦Ùæ
35-54 61 ½l¦uæ Çl Ã�¦uæ l� �ÙÙ¦Ùæ
uu¨ �wl ¼u¦uæ wl Çw¦uæ ��½ �ÙÙ¦Ùæ
All 302 ¼�¦�æ ��l Çl¦�æ 420 �ÙÙ¦Ùæ
/�g¿_>Á>¿y>Á�gµg_¿��¿U��¸É�gµ¿¸ÉµÐgÓ¸¿�>¸¿Lgg�¿�µy>��×g_¿Á�¿>�¸Ñgµ¿Á�g¿t����Ñ��y¿Á�µgg¿Lµ�>_¿ªÉg¸Á���¸[
1. ��Ñ¿>�_¿Ñ�>Á¿>µg¿U��¸É�gµ¸¿LÉÓ��y¿��Ñ«
2. ��Ñ¿_�¿U��¸É�gµ¸¿�>�g¿¡ÉµU�>¸��y¿_gU�¸���¸«
3. 7�>Á¿>µg¿Á�g¿�¡¡�µÁÉ��Á�g¸¿Á�¿�ggÁ¿�µ¿��Uµg>¸g¿��U>�¿t��_¿_g�>�_«
Question #1: How and what are consumers buying now?
/�g¿U��¸É�gµ¸¿ ¸ÉµÐgÓg_¿Ñgµg¿>¸�g_¿ Á�¿ ��_�U>Ág¿ Á�g¿ ÁÓ¡g¸¿�t¿�ÉÁ�gÁ¸¿Ñ�gµg¿ Á�gÓ¿¡ÉµU�>¸g_¿ t��_¿ t�µ¿ Á�g�µ¿
��ɸg���_¿��¿Á�g¿¡>¸Á¿Óg>µ¦¿ g>µ�Ó¿>��¿µg¸¡��_g�Á¸\¿�µ¿��¦Ãæ\¿�>_¿L�Éy�Á¿t��_¿tµ��¿yµ�UgµÓ¿¸Á�µg¸\¿��U�É_��y¿
¸É¡gµ�>µ�gÁ¸¿̧ ÉU�¿>¸¿�µ�ygµ\¿_�¸U�É�Á¿̧ Á�µg¸¿̧ ÉU�¿>¸¿7>��>µÁ¿>�_¿Ñ>µg��ɸg¿U�ÉL¸¿̧ ÉU�¿>¸¿�¸ÁU�¦¿��¿>__�Á���¿
Á�¿�LÁ>����y¿t��_¿>Á¿yµ�UgµÓ¿̧ Á�µg¸\¿w�¦½æ¿�>_¿¡ÉµU�>¸g_¿t��_¿tµ��¿t>µ�gµ¸²¿�>µ�gÁ¸\¿wl¦�æ¿tµ��¿U��Ðg��g�Ug¿
>�_¿U�µ�gµ¿¸Á�µg¸¿>�_¿wl¦Ùæ¿tµ��¿��_g¡g�_g�Á\¿��U>�¿t��_¿¸Á�µg¸¿¸ÉU�¿>¸¿L>�gµ�g¸¿�µ¿LÉÁU�gµ¿¸��¡¸¦¿/�g¿U�>µÁ¿
Lg��Ñ¿_�¸¡�>Ó¸¿ Á�g¿¡gµUg�Á¿�t¿ µg¸¡��_g�Á¸¿Ñ��¿¸��¡¡g_¿>Á¿g>U�¿ ÁÓ¡g¿�t¿�ÉÁ�gÁ¿ >Uµ�¸¸¿��ɸg���_¿ ��U��g¿
L>�_¸¦¿/��¸g¿Ñ�Á�¿>��É>�¿��ɸg���_¿��U��g¸¿yµg>Ágµ¿Á�>�¿e¼u\ÙÙÙ¿Ñgµg¿��µg¿���g�Ó¿Á�¿µg¡�µÁ¿¸��¡¡��y¿>Á¿
independent, local stores or farmers’ markets.
9�É�ygµ¿U��¸É�gµ¸\¿¸¡gU�ÚU>��Ó¿Á��¸g¿LgÁÑgg�¿�l¿>�_¿Ãw¿Óg>µ¸¿�t¿>yg\¿Ñgµg¿��µg¿���g�Ó¿Á�¿�>�g¿¡ÉµU�>¸g¸¿>Á¿
��U>�\¿��_g¡g�_g�Á¿̧ Á�µg¸\¿Ñ�Á�¿uu¦½æ¿�t¿Á�g�¿¡ÉµU�>¸��y¿t��_¿��¿Á��¸¿ÁÓ¡g¿�t¿g¸Á>L��¸��g�Á¦¿"�_gµ¿¡>µÁ�U�¡>�Á¸\¿
Consumer Survey
38
¸¡gU�ÚU>��Ó¿Á��¸g¿uu¿Óg>µ¸¿�t¿>yg¿>�_¿��_gµ\¿Ñgµg¿��µg¿���g�Ó¿Á�¿�>Ðg¿L�Éy�Á¿t��_¿tµ��¿t>µ�gµ¸²¿�>µ�gÁ¸\¿Ñ�Á�¿
uw¦½æ¿>�¸Ñgµ��y¿Óg¸¿Á�¿Á�>Á¿ªÉg¸Á���¦¿
,g¸¡��_g�Á¸¿��_�U>Ág_¿̧ ¡g�_��y¿>�¿>Ðgµ>yg¿�t¿eÃwu¦w�¿¡gµ¿���Á�¿��¿t��_¿t�µ¿Á�g¿��ɸg���_\¿>�_¿>�¿>__�Á���>�¿
$156.65 per month on food consumed outside the home, for a total of $502.14 spent on food each month.
1�¸Éµ¡µ�¸��y�Ó\¿Á�g¿>��É�Á¿¸¡g�Á¿��¿t��_¿��Uµg>¸g_¿Ñ�Á�¿��ɸg���_¿¸�×g\¿Ñ�Á�¿>Ðgµ>yg¿��ɸg���_¿t��_¿¸¡g�_¿
��Uµg>¸��y¿ tµ��¿eÇ�Ǧ½Ç¿ t�µ¿>¿��g�¡gµ¸��¿��ɸg���_¿Á�¿euÙ½¦Çu¿ t�µ¿>¿��ɸg���_¿Ñ�Á�¿ t�ɵ¿�µ¿��µg¿¡g�¡�g¿
>�_¿ t��_¿ ¡ÉµU�>¸g¸¿ �ÉÁ¸�_g¿ Á�g¿ ���g¿ ��Uµg>¸��y¿ tµ��¿ ell¦wu¿ t�µ¿ >¿ ��g�¡gµ¸��¿ ��ɸg���_¿ Á�¿ e��w¦uÿ t�µ¿
>¿��ɸg���_¿Ñ�Á�¿ t�ɵ¿�µ¿��µg¿¡g�¡�g¦¿/�gµg¿Ñgµg¿>�¸�¿��Á>L�g¿_�ttgµg�Ug¸¿ ��¿���Á��Ó¿ t��_¿¸¡g�_¿>���y¿
_�ttgµg�Á¿��U��g¿L>�_¸¦¿/�g¿U�>µÁ¿Lg��Ñ¿���ɸÁµ>Ág¸¿Á�g¿>Ðgµ>yg¿¸¡g�_¿��¿t��_\¿L�Á�¿t�µ¿Á�g¿��ɸg���_¿>�_¿t�µ¿
gÒÁgµ�>�¿U��¸É�¡Á���\¿LÓ¿��ɸg���_¿��U��g¿L>�_¦¿��ɸg���_¸¿Ñ�Á�¿>��É>�¿��U��g¿gÒUgg_��y¿e¼u\ÙÙÙ¿¸¡g�Á¿
Á�g¿��¸Á\¿>�¿>Ðgµ>yg¿�t¿e½�Ù¦ÙÙ¿��¿t��_¿g>U�¿���Á�¦
$345
$329
$352
$447
$466
$442
$372
$333
$387
$295
$284
$300
$157
$143
$162
$243
$225
$248
$179
$171
$183
$114
$109
$116
$- $100 $200 $300 $400 $500 $600 $700
All
Does not purchase local food
Purchases local food
All
Does not purchase local food
Purchases local food
All
Does not purchase local food
Purchases local food
All
Does not purchase local food
Purchases local food
Average monthly spend on food
Average Monthly Spend on Food by Income Band: Respondents Who Do and Don't Buy Local
Average monthly spend on food at home Average monthly spend on food outside
Less than $50,000
$50,000 - $74,999
$75,000 and above
All income bands
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grocery stores Independent food stores
Convenience stores
Farmers' markets
Perc
ent o
f res
pond
ents
Type of Store
Where Respondents Shop by Annual Household Income
Less than $50,000 $50,000 - $74,999 $75,000 and above
Consumer Survey
39
7�g�¿ >¸�g_¿ ¸¡gU�ÚU>��Ó¿ >L�ÉÁ¿ ��U>�¿ t��_\¿ ¼�¦læ¿ �t¿ U��¸É�gµ¸¿
surveyed indicated that they frequently or sometimes purchase local
t��_¸¦¿����y¿Á��¸g¿µg¸¡��_g�Á¸¿Ñ��¿¡ÉµU�>¸g_¿��U>�¿t��_¸\¿>Ðgµ>yg¿
���Á��Ó¿ ¸¡g�_¿ ��¿ >��¿ t��_¿ Ñ>¸¿ �g>µ�Ó¿ ewÙ¦ÙÙ¿ yµg>Ágµ¿ Á�>�¿ Á��¸g¿
Ñ��¿_�_¿ ��Á¿ ¡ÉµU�>¸g¿ ��U>�¿ t��_¦¿/�g¿ U�>µÁ¿ >L�Ðg¿¡µ�Ð�_g¸¿ tɵÁ�gµ¿
��t�µ�>Á���¿ ��¿ Á�g¿ >Ðgµ>yg¿ t��_¿ ¸¡g�_¿ ¸gy�g�Ág_¿ LÓ¿ µg¸¡��_g�Á¸¿
Ñ��¿_�_¿>�_¿_�_¿��Á¿��_�U>Ág¿¡ÉµU�>¸��y¿��U>�¿t��_¦¿
����y¿Á��¸g¿U��¸É�gµ¸¿Ñ��¿ ��_�U>Ág_¿Á�>Á¿Á�gÓ¿_�¿¡ÉµU�>¸g¿ ��U>�¿
t��_\¿Á��¸g¿��¿Á�g¿��y�g¸Á¿��U��g¿yµ�É¡¿¸¡g�Á¿¸�y��ÚU>�Á�Ó¿��µg¿Á�>�¿
other respondents. Those consumers spent on average, $120.63 on
local foods each month, compared to an average of approximately
elǦÙÙ¿t�µ¿Á��¸g¿µg¸¡��_g�Á¸¿Ñ�Á�¿>��É>�¿��ɸg���_¿��U��g¿�g¸¸¿Á�>�¿e¼u\ÙÙÙ¦¿
/�gµg¿Ñgµg¿>¿tgÑ¿_�ttgµg�Ug¸¿��¿Á�g¿¡µ�Ú�g¿�t¿µg¸¡��_g�Á¸¿Ñ��¿��_�U>Ág_¿Á�>Á¿Á�gÓ¿¡ÉµU�>¸g_¿��U>�¿t��_¸¿U��¡>µg_¿
Á�¿Á�g¿g�Á�µg¿¸ÉµÐgÓg_¿¡�¡É�>Á���¦¿��¸É�gµ¸¿Ñ��¿¡ÉµU�>¸g¿��U>�¿t��_¸¿Ñgµg¿��µg¿���g�Ó¿Á�¿¸��¡¿>Á¿t>µ�gµ¸²¿
�>µ�gÁ¸¿Ñ�Á�¿½�¦½æ¿�t¿Á�g�¿LÉÓ��y¿t��_¿Á�gµg\¿U��¡>µg_¿Á�¿��¦Ãæ¿�t¿Á��¸g¿Ñ��¿_��²Á¿LÉÓ¿��U>�¦¿��_g¡g�_g�Á¿
��U>�¿¸Á�µg¸¿Ñgµg¿��µg¿tµgªÉg�Á�Ó¿Ð�¸�Ág_¿LÓ¿��U>�¿t��_¿¡ÉµU�>¸gµ¸¿>¸¿Ñg��\¿Ñ�Á�¿uæÙæ¿�t¿Á�g�¿¸��¡¡��y¿�gµg\¿
U��¡>µg_¿ Á�¿Ãu¦Ãæ¿�t¿ Á��¸g¿Ñ��¿_��²Á¿¡ÉµU�>¸g¿ ��U>�¦¿/��¸¿ µg¸¡��¸g¿>�¸�¿_�Ð�_g_¿>���y¿ Á�g¿ ���g¸¿�t¿ >��É>�¿
��ɸg���_¿��U��g»¿µg¸¡��_g�Á¸¿��¿Á�g¿��y�g¸Á¿��U��g¿yµ�É¡¿µg¡µg¸g�Ág_¿Çu¦Ùæ¿�t¿Á��¸g¿Ñ��¿¡ÉµU�>¸g¿��U>�¿
t��_¸\¿LÉÁ¿���Ó¿ÇÙ¦¼æ¿�t¿>��¿µg¸¡��_g�Á¸¦¿��¿>__�Á���\¿µg¸¡��_g�Á¸¿>yg_¿uu¿Óg>µ¸¿>�_¿��_gµ¿>¡¡g>µg_¿��µg¿���g�Ó¿
Á�¿LÉÓ¿��U>�¿t��_\¿µg¡µg¸g�Á��y¿w�¦Ùæ¿�t¿Á��¸g¿Ñ��¿¡ÉµU�>¸g¿��U>�¿t��_¸\¿U��¡>µg_¿Á�¿w½¦½æ¿�t¿>��¿µg¸¡��_g�Á¸¦¿
Almost 72% of consumers surveyed
indicated that they frequently or
sometimes purchase local food.
Less than $50,000
$50,000 - $74,999
$75,000 and above
Respondents Who Knowingly Purchase Local Food by Income Band
18-34 years
35-54 years
55+ years
Respondents Who Knowingly Purchase Local Food by Age
Consumer Survey
40
Question #2: How do consumers make purchasing decisions?
Purchasing Criteria
��¸É�gµ¸¿Ñgµg¿>¸�g_¿Á�¿�_g�Á�tÓ\¿L>¸g_¿��¿Á�g¿��¸Á¿Lg��Ñ\¿Ñ��U�¿Uµ�Ágµ�>¿Ñgµg¿��¸Á¿��¡�µÁ>�Á¿��¿Á�g�µ¿t��_¿
purchases:
T¿ *µ�Ug¿£��Ñ¿�ÉU�¿�Á¿U�¸Á¸¤
T¿ ��>Ð�µ¿£��Ñ¿�Á¿Á>¸Ág¸¿U��¡>µg_¿Á�¿�Á�gµ¿¸����>µ¿¡µ�_ÉUÁ¸¤¿ ¿
T¿ ��Ðg��g�Ug¿£g>¸g¿�t¿¡ÉµU�>¸g¿>�_¿¡µg¡>µ>Á���¤¿ ¿ ¿
T¿ +É>��ÁÓ¿£L>¸g_¿��¿Ñ�>Á¿µg¸¡��_g�Á¿���Ѹ¿>L�ÉÁ¿Á�g¿t��_¿�µ¿Á�g¿Lµ>�_¤
/�g¿ �>µyg¸Á¿�É�Lgµ¿�t¿µg¸¡��_g�Á¸¿µ>Ág_¿ªÉ>��ÁÓ¿>¸¿��¸Á¿ ��¡�µÁ>�Á\¿
Ñ�Á�¿w½¦læ¿�t¿Á�g�¿¸g�gUÁ��y¿�Á¿>¸¿Á�g¿Á�¡¿¡µ��µ�ÁÓ¦¿/��¸¿Ñ>¸¿t����Ñg_¿
LÓ¿¡µ�Ug\¿¸g�gUÁg_¿LÓ¿Çl¦Ãæ¿�t¿µg¸¡��_g�Á¸¦¿,g¸¡��_g�Á¸¿Ñ�Á�¿>��É>�¿
��ɸg���_¿ ��U��g¸¿ �g¸¸¿ Á�>�¿ euÙ\ÙÙÙ¿ ��_�U>Ág_¿ Á�>Á¿ ¡µ�Ug¿Ñ>¸¿ >¸¿
��¡�µÁ>�Á¿>¸¿ªÉ>��ÁÓ\¿Ñ�Á�¿Ã½¦�濸g�gUÁ��y¿¡µ�Ug¿>¸¿Á�g¿��¸Á¿��¡�µÁ>�Á¿
t>UÁ�µ\¿ >�_¿Ã½¦w濸g�gUÁ��y¿ªÉ>��ÁÓ¦¿"�¿ Á�g¿�Á�gµ¿�>�_\¿ µg¸¡��_g�Á¸¿
Ñ�Á�¿>��É>�¿��ɸg���_¿��U��g¸¿�t¿e¼u\ÙÙÙ¿�µ¿yµg>Ágµ¿�ÐgµÑ�g����y�Ó¿
��_�U>Ág_¿Á�>Á¿ªÉ>��ÁÓ¿U��g¸¿Úµ¸Á\¿Ñ�Á�¿¼�¦Ã濵g¸¡��_��y¿Á��¸¿Ñ>Ó¦
����y¿U��¸É�gµ¸¿Ñ��¿��_�U>Ág_¿¡ÉµU�>¸��y¿��U>�¿t��_¿U��¡>µg_¿Á�¿
Á��¸g¿Á�>Á¿_�_¿��Á\¿Á�gµg¿Ñgµg¿¸��g¿_�ttgµg�Ug¸¿ ��¿¡µ��µ�Á�g¸\¿>¸¿ ���ɸÁµ>Ág_¿ �� Á�g¿U�>µÁ¿Lg��Ѧ¿��µ¿ ��¸Á>�Ug\¿
uÙ¦Ãæ¿�t¿µg¸¡��_g�Á¸¿Ñ��¿��_�U>Ág_¿Á�>Á¿Á�gÓ¿¡ÉµU�>¸g¿��U>�¿t��_¿µ>��¿ªÉ>��ÁÓ¿>¸¿Á�g�µ¿¡µ��>µÓ¿U��Ugµ�\¿Ñ���g¿
Á�>Á¿_µ�¡¸¿Á�¿Ã¼¦læ¿>���y¿Á��¸g¿Ñ��¿_�¿��Á¿LÉÓ¿��U>�¦¿"�¿Á�g¿�Á�gµ¿�>�_\¿U��Ðg��g�Ug¿Ñ>¸¿��µg¿��¡�µÁ>�Á¿
Á�¿µg¸¡��_g�Á¸¿Ñ��¿_��²Á¿LÉÓ¿��U>�\¿Ñ�Á�¿�æwæ¿�t¿Á�g�¿¸g�gUÁ��y¿�Á¿>¸¿Á�g¿Úµ¸Á¿¡µ��µ�ÁÓ\¿U��¡>µg_¿Á�¿���Ó¿½¦Ãæ¿
>���y¿U��¸É�gµ¸¿Ñ��¿_�¿LÉÓ¿��U>�¦¿
“Local food is homegrown, freshly
grown and not imported... and it’s
better for you.”
27% 31% 28%
16% 18%
17%
6%
13% 8%
50% 38%
47%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Purchases local food Does not purchase local food
All
Perc
ent o
f res
pond
ents
Most Important Food Purchasing Criteria: Respondents Who Do and Don't Buy Local
Price Taste Convenience Quality
Consumer Survey
41
Perceptions of Local Food
/�gµg¿Ñgµg¿yg�gµ>��Ó¿¡�¸�Á�Ðg¿¡gµUg¡Á���¸¿�t¿��U>�¿t��_¿>Uµ�¸¸¿Á�g¿g�Á�µg¿É��Ðgµ¸g¿�t¿U��¸É�gµ¿µg¸¡��_g�Á¸\¿
Ñ�Á�¿�u¦Çæ¿�t¿µg¸¡��_g�Á¸¿>yµgg��y¿Ñ�Á�¿Á�g¿¸Á>Ág�g�Á\¿¯/�g¿ªÉ>��ÁÓ¿�t¿��U>�¿t��_¸¿�¸¿¡µ�L>L�Ó¿�ɸÁ¿>¸¿y��_¿
�µ¿LgÁÁgµ¿Á�>�¿�>Á���>�¿Lµ>�_¸¦° -����>µ�Ó\¿�½¦¼æ¿>yµgg_¿Ñ�Á�¿Á�g¿¸Á>Ág�g�Á\¿¯��U>�¿t��_¸¿>µg¿¡µ�L>L�Ó¿��µg¿
Û>Ð�µtÉ�¿Á�>�¿t��_¸¿tµ��¿t>µ¿>Ñ>Ó¦°¿7���g¿>¿�>��µ�ÁÓ¿�t¿U��¸É�gµ¸¿>yµgg_¿Ñ�Á�¿Á�g¿¸Á>Ág�g�Á\¿¯��U>�¿t��_¸¿
¡µ�L>L�Ó¿U�¸Á¿��µg¿Á�>�¿�>Á���>�¿Lµ>�_¸° £½�¦wæ¤\¿>¿yµg>Ágµ¿̧ �>µg¿�t¿������U>�¿t��_¿¡ÉµU�>¸gµ¸¿£¼½¦u椿>yµgg_¿
Ñ�Á�¿Á��¸¿¸Á>Ág�g�Á¿U��¡>µg_¿Á�¿��U>�¿t��_¿¡ÉµU�>¸gµ¸¿£½½¦½æ¤¦¿��¸Á¿µg¸¡��_g�Á¸¿>¸¸�U�>Ág_¿��U>�¿t��_¸¿Ñ�Á�¿
higher prices.
��U>�¿t��_¿Ñ>¸¿>�¸�¿>¸¸�U�>Ág_¿Ñ�Á�¿tµg¸��g¸¸¿>�_¿�g>�Á�tÉ��g¸¸\¿>¿Á�g�g¿Á�>Á¿Ñ>¸¿gÐ�_g�Á¿_ɵ��y¿Á�g¿�w¿���
_g¡Á�¿U��¸É�gµ¿��ÁgµÐ�gѸ¿U��_ÉUÁg_¿>¸¿¡>µÁ¿�t¿Á��¸¿¸ÁÉ_Ó¦¿��ÁgµÐ�gÑgg¸¿¸�>µg_¿Á�g¿t����Ñ��y¿Á��Éy�Á¸[
“…Local food is homegrown, freshly grown and not imported…and it’s better for you.”
�¿Ã¼¿Óg>µ¿��_¿Ñ��>�¿��¿>¿ÚÐg�¡gµ¸��¿��ɸg���_¿µgUg�Ð��y¿- �*¿>�_¿7�\¿Ñ��¿¸��gÁ��g¸¿
shops at farmers’ markets
¿ m̄�Á²¸¿tµg¸�gµ\¿�>¸Á¸¿���ygµ¦¿�¿_��²Á¿Á�µ�Ñ¿>¸¿�ÉU�¿>Ñ>Ó¦°
- 51 year old woman, lives alone, subscribes to Grasshoppers local food grocery program, and spends approximately $50 per week on food
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Flavor is not as good
Costs more than other
food
Quality as good or better
than other food
More flavorful
Perc
ent o
f res
pond
ents
agr
eein
g
Local Food Perceptions: Respondents Who Do and Don't Buy Local
Purchases local food Does not purchase local food All
Consumer Survey
42
Question #3: What are the opportunities to meet or increase local food demand?
>¸g_¿��¿Á�g¿µg¸¡��¸g¸¿tµ��¿U��¸É�gµ¸\¿Á�gµg¿>¡¡g>µ¸¿Á�¿Lg¿¸�y��ÚU>�Á¿�¡¡�µÁÉ��ÁÓ¿Á�¿gÒ¡>�_¿�ttgµ��y¸¿
�t¿��U>�¿t��_¦¿�¿�>��µ�ÁÓ¿�t¿µg¸¡��_g�Á¸\¿µgy>µ_�g¸¸¿�t¿Ñ�gÁ�gµ¿Á�gÓ¿>µg¿>�µg>_Ó¿¡ÉµU�>¸��y¿��U>�¿t��_\¿
gÒ¡µg¸¸g_¿Ñ�����y�g¸¸¿Á�¿¡ÉµU�>¸g¿��U>�¿t��_¸¿�t¿>��¿ÁÓ¡g¸\¿Ñ�Á�¿Á�g¿¸Áµ��yg¸Á¿��Ágµg¸Á¿tµ��¿L�Á�¿¸gy�g�Á¸¿
��¿��U>�¿tµÉ�Á¸¿>�_¿ÐgygÁ>L�g¸¦¿����y¿��U>�¿t��_¿LÉÓgµ¸\¿��¦Ùæ¿Ñ�É�_¿U��¸�_gµ¿¡ÉµU�>¸��y¿��U>�¿tµÉ�Á¸¿>�_¿
ÐgygÁ>L�g¸\¿Ñ���g¿>���y¿������U>�¿t��_¿LÉÓgµ¸\¿Á�g¿µ>Ág¿Ñ>¸¿�g>µ�Ó¿>¸¿��y�¿>Á¿�u¦l榿7�g�¿>¸�g_¿>L�ÉÁ¿
_>�µÓ¿¡µ�_ÉUÁ¸\¿l�¦uæ¿�t¿>��¿µg¸¡��_g�Á¸¿��_�U>Ág_¿��Ágµg¸Á¿��¿¡ÉµU�>¸��y¿��U>�\¿>�_¿ll¦�æ¿Ñ�É�_¿U��¸�_gµ¿
¡ÉµU�>¸��y¿��U>�¿yµ>��¸¿¸ÉU�¿>¸¿Lµg>_¿�µ¿¡>¸Á>¦¿/�g¸g¿µg¸¡��¸g¸¿Ñgµg¿µg�>Á�Ðg�Ó¿U��¸�¸Ág�Á¿>Uµ�¸¸¿U��¸É�gµ¸¿
Ñ��¿_�¿>�_¿_��²Á¿LÉÓ¿��U>�¿>Á¿¡µg¸g�Á¦¿�Á¿>¡¡g>µ¸¿Á�>Á¿Á�gÓ¿tg�Á¿¸��gÑ�>Á¿_�ttgµg�Á�Ó¿>L�ÉÁ¿�g>Á\¿¡�É�ÁµÓ¿>�_¿
Ú¸�»¿l¼¦�æ¿�t¿µg¸¡��_g�Á¸¿Ñ��¿¡ÉµU�>¸g¿��U>�¿t��_¿Ñ�É�_¿¡ÉµU�>¸g¿Á�g¸g¿¡µ�_ÉUÁ¸\¿Ñ���g¿Á�>Á¿µ>Ág¿_µ�¡¡g_¿
Á�¿¼½¦uæ¿>���y¿µg¸¡��_g�Á¸¿Ñ��¿_�¿��Á¿Uɵµg�Á�Ó¿¡ÉµU�>¸g¿��U>�¿t��_¦
"�g¿U�>��g�yg¿t>U��y¿��U>�¿t��_¿�¸¿Á�g¿gÒ¡g�¸g\¿¸¡gU�ÚU>��Ó¿Á�g¿¡gµUg¡Á���¿>���y¿U��¸É�gµ¸¿Á�>Á¿��U>�¿t��_¿
U�¸Á¸¿��µg¿Á�>�¿Á�g¿>�Ágµ�>Á�Ðg¦¿�¸¿��Ág_¿g>µ��gµ\¿>¿�>��µ�ÁÓ¿�t¿¸ÉµÐgÓ¿µg¸¡��_g�Á¸¿Lg��gÐg¿Á�>Á¿��U>�¿t��_¿�¸¿
��µg¿gÒ¡g�¸�Ðg¿Á�>�¿�>Á���>�¿Lµ>�_¸¦¿-����>µ¿U��Ugµ�¸¿Ñgµg¿µ>�¸g_¿_ɵ��y¿Á�g¿��ÁgµÐ�gѸ\¿Ñ�gµg¿¡>µÁ�U�¡>�Á¸¿
¸�>µg_¿Á�g¿t����Ñ��y[
¿ m̄*µ�Ug¿�¸¿£Á�g¤¿�>��¿�L¸Á>U�g¿Á�¿LÉÓ��y¿��U>�¿t��_¸¦°
�¿ ½Ã¿ Óg>µ¿ ��_¿ _�>LgÁ�U¿ Ñ��>�¿ µ>�¸��y¿ ÁÑ�¿ Ágg�>yg¿ yµ>�__>Éy�Ágµ¸¿ ��Ð��y¿ ��¿ Á�g¿ *�µÁ�>�_¿�g�y�L�µ���_\¿¡>µÁ�U�¡>Ág¸¿��¿- �*\¿ÉÁ���×g¸¿>¿��U>�¿t��_¿¡>�ÁµÓ\¿g>Á¸¿>��¿�g>�¸¿>Á¿���g
¯gÁÁgµ¿>Ð>��>L���ÁÓ¿>�_¿µg>¸��>L�g¿¡µ�Ug¸¿>µg¿�gÓ¿�L¸Á>U�g¸¿Á�¿g>Á��y¿��µg¿��U>�¦°
- 30 year old woman, three-person household, spends $300 per month on food and dines out multiple times per week
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0
10
20
30
40
50
60
70
80
0.0% 1.0% - 10.0%
10.1% - 20.0%
20.1% - 30.0%
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60.1% - 70.0%
> 70.0%
Num
ber
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Percent of total monthly spend
Potential to Increase Monthly Spend on Local Foods
Consumer Survey
43
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could spend an average of $203.76 on local foods each month,
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in local foods each month.
Commercial Buyers & Consumers: Common Themes
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0
10
20
30
40
50
60
70
80
0.0% 1.0% - 10.0%
10.1% - 20.0%
20.1% - 30.0%
30.1% - 40.0%
40.1% - 50.0%
50.1% - 60.0%
60.1% - 70.0%
> 70.0%
Num
ber
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Percent of total monthly spend
Potential to Increase Monthly Spend on Local Foods
Consumers indicated that they could spend over $200 per month on local foods, more
than twice the amount spent at present.
Consumer Survey
44
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already purchasing local food today.
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Á�>Á¿Á�gÓ¿Ñ�É�_¿Lg¿Ñ�����y¿Á�¿¡>Ó¿��µg¿t�µ¿��U>�¿t��_»¿>�¿>__�Á���>�¿Çuæ¿gÒ¡µg¸¸g_¿Ñ�����y�g¸¸¿Á�¿¡>Ó¿��µg¿��¿
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food. And these consumers reported that they could increase their local food purchases even further: nearly
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Summary of Demand
Based on the survey responses, Louisville residents currently spend $100 million on local foods, and are
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a total of $353 million.52¿�ÉU�¿�t¿Á�g¿t��_¿Á�g¿U���gµU�>�¿¸gUÁ�µ¸¿¡ÉµU�>¸g¿Ñ���¿Lg¿�>�_�g_\¿Áµ>�¸t�µ�g_¿>�_¿
µg¸��_¿��¿>¿Ð>µ�gÁÓ¿�t¿�ÉÁ�gÁ¸\¿�gÐgµ>y��y¿Á�>Á¿eÃuÿ�������¿��¿��U>�¿t��_¿¡ÉµU�>¸g¸¿Á�¿U��Áµ�LÉÁg¿>�¿g¸Á��>Ág_¿elÙÙ¿
million to the local economy.53¿�ggÁ��y¿U���gµU�>�¿LÉÓgµ¸²¿Ð�µ>U��ɸ¿_g�>�_¿t�µ¿��U>�¿t��_¿Ñ���¿U��Áµ�LÉÁg¿Á�¿
¸>Á�¸tÓ��y¿��É�¸Ð���g¿U��¸É�gµ¸²¿eÇul¿�������¿_g�>�_\¿Ñ�Á�¿>LÉ�_>�Ug¿Á�¿¸�>µg¿Ñ�Á�¿Ð�¸�Á�µ¸\¿U���ÉÁgµ¸\¿>�_¿
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driver for the city and county.
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53 /��¸¿Úyɵg¿Á>�g¸¿��Á�¿>UU�É�Á¿Á�g¿Ð>�Ég¿Á�>Á¿Ñ���¿Lg¿>__g_¿Á�¿��U>�¿t��_¿>¸¿�Á¿��Ðg¸¿Á�µ�Éy�¿Á�g¿¸É¡¡�Ó¿U�>��¿>�_¿�¸¿µg�¸��_¿��¿Ð>µ��ɸ¿t�µ�¸¿LÓ¿>�_¿Á�¿�>�Ét>UÁɵgµ¸\¿_�¸Áµ�LÉÁ�µ¸\¿µgÁ>��gµ¸\¿µg¸Á>ɵ>�Á¸\¿>�_¿��¸Á�ÁÉÁ���>�¿t��_¿¸gµÐ�Ug¿U��¡>��g¸¦¿�Á¿�¸¿>�¿g¸Á��>Ág\¿L>¸g_¿��¿��_ɸÁµÓ¿¸Á>�_>µ_¿U�¸Á¸¿�t¿y��_¸¿¸��_¿£"�-¤\¿Ñ��U�¿Ð>µÓ¿LÓ¿¸gUÁ�µ¦
Consumer Survey
45
Introduction to the Vignettes
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is complex and diverse.
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agriculture, planning, food access, health and economic development; non-
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1. More Tools for More Food
2. Farm to Food Processor
3. Increasing Healthy Food Options at Retail
The concept underlying these vignettes is the “3 legged stool” that stands at the foundation of a healthy society
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sector or stakeholder plays the role of “convener” or facilitator. Each vignette also includes a metric. Just as the
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potential impacts on the farm and food economy.
Conclusion and Recommendations: Using this study
How can I use this study to help grow
Louisville’s local food and agriculture
economy?
46
More Tools for More Food
The Headlines
T¿ ����y¿U���gµU�>�¿LÉÓgµ¸¿Ñ��¿_��²Á¿Uɵµg�Á�Ó¿LÉÓ¿��U>�\¿wÃæ¿_�_¿¸�¿��¿Á�g¿¡>¸Á¿>�_¿U�Ág_¿��¸ÉtÚU�g�Á¿>�_¿��U��¸�¸Ág�Á¿¸É¡¡�Ó¿£��U�É_��y¿¸g>¸��>�¿¸��tÁ¸¿��¿¸É¡¡�Ó¤¿>¸¿�gÓ¿µg>¸��¸¿Á�gÓ¿stopped.
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The Opportunity
Kentuckians and others around the country are increasingly seeking
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quantities of fresh food year round.
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technical support to farmers for on-farm high tunnel installations.
The program has resulted in the creation of more than 4,000 high
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The Story
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the agriculture community. NRCS received approximately $700,000 from the federal
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Conclusion and Recommendations: Using this study
47
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chitecturally simple, farmers note that there’s a steep learning curve involved in using high tunnels— achieving
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�>µ�gÁ��y¿>�_¿¸>�g¸¿¸É¡¡�µÁ¸¿t�µ¿t>µ�gµ¸¿g�Ágµ��y¿�gÑ¿¸g>¸��¸¿Ñ�Á�¿�gÑ¿¡µ�_ÉUÁ¸¿Ñgµg¿LgÓ��_¿ ,-²¸¿U>-
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information on the high tunnels program to assorted fruit and
ÐgygÁ>L�g¿>¸¸�U�>Á���¸¿¸Á>ÁgÑ�_g\¿��¿��¡g¸¿Á�>Á¿Á�gÓ¿Ñ���¿¡µ�-
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ing marketing support and producer education.
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support component of the program. For example, in support of
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taken an active role in providing support services to comple-
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portunity, that they took advantage of it, and that they are making the most of it.
�µ>¸¸��¡¡gµ¸¿Lgy>�¿LÓ¿¸¡µg>_��y¿Á�g¿Ñ�µ_¿>L�ÉÁ¿Á�g¿>Ð>��>L���ÁÓ¿�t¿tÉ�_��y¿Á�¿¡µ�_ÉUgµ¸\¿ ÒÁg�¸���¿>yg�Á¸\¿
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One commercial buyer feared that the economic development potential of
local food investment “might be limited because of the growing season... (and for season extension) capital
costs are so high up front.”
Conclusion and Recommendations: Using this study
48
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The Metric
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very limited.
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Á���¿gtÚU�g�U�g¸¿>µg¿���g�Ó¿Á�¿Lg¿��Ñgµ¿Á�>�¿Á�gÓ¿Ñ���¿Lg¿��¿tÉÁɵg¿Óg>µ¸»¿>�_¿¡µ�_ÉUÁ¿¡µ�Ug¸¿�>Ó\¿>¸¿>¿µg¸É�Á\¿Lg¿
��y�gµ¦¿1Á���×��y¿>¿��Ò¿�t¿�>µ�gÁ��y¿>¡¡µ�>U�g¸\¿��U�É_��y¿-�¸\¿µg¸Á>ɵ>�Á¸¿>�_¿¸U����¸¿£Á�>Á¿U�É�_¿�tt¸gÁ¿Á�g¿
¡µg��É�¿¡µ�Ug¿Ñ�Á�¿�9¿*µ�É_¿,g¸Á>ɵ>�Á¿,gÑ>µ_¸¿,gL>Ág¸¤\¿yµ�UgµÓ¿¸Á�µg¸¿£Ñ��U�¿U>�¿�tÁg�¿>L¸�µL¿>¿¡µ�Ug¿
¡µg��É�¿�t¿É¡¿Á�¿ÇÙæ¤\¿>�_¿¸g�gUÁ¿��¸Á�ÁÉÁ���¸¿£Á��¸g¿>L�g¿Á�¿¡>Ó¿>¿¸�>��¿¡µg��É�¤\¿>¿¸>�g¸¿¡gµ¸��¿t�Uɸg_¿
��¿¸g����y¿��U>��Ó¿yµ�Ñ�¿Ñ��Ágµ¿¡µ�_ÉUÁ¿U�É�_¿¸g��¿>L�ÉÁ¿euÙÙ\ÙÙÙ¿��¿��U>�¿¡µ�_ÉUg¿LgÁÑgg�¿ �Ðg�Lgµ¿>�_¿
�>Ó¿£¡µ��g¿��y�¿ÁÉ��g�¿¸g>¸��¤¦¿��¿tÉÁɵg¿Óg>µ¸\¿¸ÉU�¿>¿¸>�g¸¿¡gµ¸��¿U�É�_¿t�Uɸ¿��¿¸Áµ>Ágy�U¿Uµ�¡¿¡�>����y¿
Ñ�Á�¿��y�¿ÁÉ��g�¿yµ�Ñgµ¸¿Á�¿g�¸Éµg¿>¿¸Áµ��y¿>�_¿L>�>�Ug_¿¡µ�_ÉUÁ¿��Ò¦¿��_¿>¸¿¡µ�_ÉUÁ¿U��¸�¸Ág�UÓ¿��Uµg>¸g¸¿
��¿¡µ�¡�µÁ���¿Á�¿t>µ�gµ¿gÒ¡gµ�g�Ug¿Ñ�Á�¿Á�g¿ÁÉ��g�¸\¿��µg¿��¸Á�ÁÉÁ���>�¿>�_¿��y�¿Ð��É�g¿LÉÓgµ¸¿U�É�_¿Lg¿Á>µ-
ygÁg_\¿��Uµg>¸��y¿¸>�g¸¿Á�¿É¡¿Á�¿eÇ\ÙÙÙ\ÙÙÙ¿>�_¿��Uµg>¸��y¿Á�g¿µg>U�¿�t¿Ñ��Ágµ¿��U>�¿t��_¿��¿��É�¸Ð���g¿Á�¿��µg¿
consumers.
��y�¿ ÁÉ��g�¿¡µ�_ÉUÁ���¿U�¸Á¸¿>�_¿ µgÐg�Ég¿¡�Ág�Á�>�¿Ð>µÓ¿ Áµg�g�_�ɸ�Ó¿LÓ¿ ÁÓ¡g¿�t¿ Uµ�¡\¿LÓ¿ Á�g¿�É�Lgµ¿�t¿
¡�>�Á��y¸¿>¿¡µ�_ÉUgµ¿U>�¿_�¿�Ðgµ¿Á�g¿U�ɵ¸g¿�t¿Á�g¿Ñ��Ágµ\¿LÓ¿ÁÓ¡g¿�t¿Ñg>Á�gµ¿>�Á�U�¡>Ág_\¿>�_¿LÓ¿Ð>µÓ��y¿�gÐ-
g�¸¿�t¿µg¸g>µU�gµ¿�¡Á���¸�¦¿1�¿�>_g¿¸>�¡�g¿LÉ_ygÁ¸¿t�µ¿�g>tÓ¿yµgg�¸¿>�_¿�gµL¿¡µ�_ÉUÁ���¿��¿��y�¿ÁÉ��g�¸\¿��¿
Ñ��U�¿Á�gÓ¿t�É�_¿Á�>Á¿¡µ�_ÉUÁ���¿U�¸Á¸¿Ñ�É�_¿Á�Á>�¿eÙ¦¼Ù¿¡gµ¿��y�¿ÁÉ��g�¿¸ªÉ>µg¿t��Á¿¡gµ¿¸g>¸��¦55 Research-
gµ¸¿��Ág_¿Á�>Á¿Á�gÓ¿Ñgµg¿Lg��y¿ÐgµÓ¿U��¸gµÐ>Á�Ðg¿��¿g¸Á��>Á��y¿¡�Ág�Á�>�¿yµ�¸¸¿µgÐg�Ég¿Á�¿>Ðgµ>yg¿e�¦ÃÙ¿¡gµ¿
¸ªÉ>µg¿t��Á¦¿��Ñ>¿-Á>Ág¿1��Ðgµ¸�ÁÓ¿ ÒÁg�¸���¿t�É�_¿Á�>Á¿>¿yµgg�¸¿��y�¿ÁÉ��g�¿Lɸ��g¸¸¿U�É�_¿yg�gµ>Ág¿>¡¡µ�Ò�-
�>Ág�Ó¿eæÇÇ¿¡gµ¿̧ ªÉ>µg¿t��Á¿��¿��U��g\¿Ñ���g¿>¿�µ�g��¿̧ ÁÉ_Ó¿t�É�_¿Á�>Á¿̧ ÉUUg¸¸�Ðg¿¡�>�Á��y¸¿�t¿yµgg�¸¿¡�>�Ág_¿
��¿��y�¿ÁÉ��g�¸¿��¿Á�g¿Ñ��Ágµ¿���Á�¸¿U�É�_¿yg�gµ>Ág¿yµ�¸¸¿��U��g¿�t¿e�¦½¼¿¡gµ¿¸ªÉ>µg¿t��Á\¿Á��Éy�¿��g¿yµ�Ñgµ¿
included in the study earned $2.43 per square foot. The Cornell study noted that several of the more productive
t>µ�gµ¸¿yµgÑ¿t>µ¿��µg¿Á�>�¿Á�gÓ¿U�É�_¿¸g��¦¿
/�g¿�>µyg¸Á¿>�_¿��¸Á¿U�����¿¸�×g¿�t¿�9¿ ,-�tÉ�_g_¿��y�¿ÁÉ��g�¸¿�¸¿Ç\�¼l¿¸ªÉ>µg¿tggÁ¦¿�t¿�uæ¿�t¿ ,-²¸¿U��-
Áµ>UÁ¸¿>µg¿tÉ�Ú��g_¿>Á¿Á�g¿�>Ò��É�¿U��Áµ>UÁ¿¸�×g\¿�g�ÁÉU�Ó¿U�É�_¿µg>��×g¿��µg¿Á�>�¿wuu\ÙÙÙ¿¸ªÉ>µg¿tggÁ¿��¿��y�¿
ÁÉ��g�¿¡µ�_ÉUÁ���¿U>¡>U�ÁÓ¿LÓ¿¸É��gµ¿ÇÙ�Ã\¿Ñ�Á�¿��Ðg¸Á�g�Á¿tµ��¿ ,-¿�t¿e�\��½\Ãul¦¼u¦
/��¸¿ >__�Á���>�¿ ��_��µ¿ yµ�Ñ��y¿ U>¡>U�ÁÓ¿ �>¸¿ Á�g¿ ¡�Ág�Á�>�¿ Á�¿ yg�gµ>Ág¿ t>µ��y>Ág¿ ��U��g¿ t�µ¿ ¡>µÁ�U�¡>Á��y¿
54 eÃu\ÙÙÙ¿L>¸g¿¸>�>µÓ\¿¡�ɸ¿U����¸¸���¿�µ¿L��ɸg¸\¿¡�ɸ¿gÒ¡g�¸g¸¦
55 /��¸¿U>�UÉ�>Á���¿��U�É_g¸¿Ð>µ�>L�g¿>�_¿ÚÒg_¿U�¸Á¸¿�t¿¡µ�_ÉUÁ���\¿�>µÐg¸Á\¿>�_¿�>µ�gÁ��y¿U�¸Á¸\¿ÇÙ¿��ɵ¸¿�t¿U��Áµ�LÉÁg_¿�>L�µ¿LÓ¿�Ñ�gµ¿�¡gµ>Á�µ¿>�_¿e�¾��ɵ¿t�µ¿>��¿�Á�gµ¿µgªÉ�µg_¿�>L�µ¦
Conclusion and Recommendations: Using this study
49
¡µ�_ÉUgµ¸¿µ>�y��y¿tµ��¿eu�Ç\¼��56¿Á�¿e�l�\��¼57¿��¿Óg>µ¿��g¿£Á�g¿Ð>¸Á¿µ>�yg¿�¸¿L>¸g_¿��¿Á�g¿t>UÁ�µ¸¿_g¸Uµ�Lg_¿
>L�Ðg¤¦¿�¿_g_�U>Ág_¿¸>�g¸¡gµ¸��¿��ɸg_¿Ñ�Á���¿>¿U��¡>�Ó¿Ñ�Á�¿gÒ�¸Á��y¿¸Áµ��y¿_�¸Áµ�LÉÁ���¿��tµ>¸ÁµÉUÁɵg¿>�_¿
a proven commitment to local produce – funded as a complement to the infrastructure NRCS has made and
Ñ���¿U��Á��Ég¿Á�¿�>�g¿��¿U����y¿Óg>µ¸n¿Ñ�É�_¿g�¸Éµg¿�������¸¿�t¿_���>µ¸¿��¿¸>�g¸¿�t¿��y�¿ÁÉ��g�¿yµ�Ñ�¿¡µ�_ÉUÁ¿
over the course of the program’s initial years, generating more income for farmers and that much more local
t��_¿>Ð>��>L�g¿Á�¿��É�¸Ð���g¿U��¸É�gµ¸¦
Conclusion
�¿¸É�Ág¿�t¿Á���¸n��U�É_��y¿Ú�>�U�>�¿¡µ�_ÉUÁ¸¿���g¿yµ>�Á¸\¿¸Á>µÁ�É¡¿>�_¿Ñ�µ���y¿U>¡�Á>�¿Á�µ�Éy�¿��>�¸\¿>¸¿Ñg��¿
>¸¿g_ÉU>Á���\¿ÁgU���U>�¿¸É¡¡�µÁ¿>�_¿�Á�gµ¿>�U���>µÓ¿¸gµÐ�Ug¸n>µg¿g¸¸g�Á�>�¿Á�¿yµ�Ñ��y¿Á�g¿��U>�¿t��_¿¸É¡¡�Ó¿
>�_¿Á�¿�ggÁ��y¿Á�g¿ ��U>�¿ t��_¿_g�>�_¦¿��Ó¿��g¿�t¿ Á�g¸g¿��¸¸��y¿ ����¸¿U>�¿yµg>Á�Ó¿ ����Á¿ Á�g¿gtÚU>UÓ¿�t¿>�Ó¿
other component, or of any single
��Ðg¸Á�g�Á¿ >�_¿ Ñ���¿ _�¸U�ɵ>yg¿
producers from engaging in
gÒ¡gµ��g�Á>Á���¦¿�¸¿�gÑ¿¡�Ó¸�U>�¿
��tµ>¸ÁµÉUÁɵg¿ �¸¿ _gÐg��¡g_\¿ Lg¸Á¿
use of existing infrastructure
¸��É�_¿ Lg¿ U��¸�_gµg_¿ £��¿ Á��¸¿
case, existing marketing and
sales infrastructure in the form
�t¿ _�¸Áµ�LÉÁ���¿ U��¡>��g¸¿
dedicated to local foods). And
U��¡�g�g�Á>µÓ¿��tµ>¸ÁµÉUÁɵg¿£�¦g¦¿
Á�g¿ ¸�tÁ¿ U�¸Á¸¿ _g¸Uµ�Lg_¿ �gµg��\¿
such as technical assistance and
sales support) required for its
¸ÉUUg¸¸¿ �ɸÁ¿ >�¸�¿ Lg¿ Uµg>Ág_\¿
�_g�Á�Úg_¿�µ¿�>Ò���×g_¦¿/�g¿ ,-¿
��y�¿ÁÉ��g�¿tÉ�_��y¿�¸¿>�¿��Ð>�É>L�g¿
µg¸�ɵUg¿ t�µ¿ t>µ�gµ¸¿ >�_¿ >¿ L���¿
t�µ¿LÉÓgµ¸¿ ������y¿ t�µ¿Óg>µ¿ µ�É�_¿
access to local produce. NRCS
predicts that farmer interest and
>¡¡��U>Á���¸¿ Ñ���¿ µg�>��¿ ��y�\¿ >¸¿
Ñ���¿ Á�g¿ >yg�UÓ²¸¿ U����Á�g�Á¿
Á�¿ ¡µ�Ð�_��y¿ Ú�>�U�>�¿ ¸É¡¡�µÁ¿ Á�¿
Á��¸g¿ t>µ�gµ¸¦¿ /�g¿ Úµ¸Á¿ Óg>µ¿ �t¿
implementation in Kentucky has revealed opportunities that exist for increased investment—in education,
ÁgU���U>�¿ ¸É¡¡�µÁ\¿ ¸>�g¸¿ gÒ¡gµÁ�¸gnÁ�>Á¿Ñ���¿ g�¸Éµg¿ Á�>Á¿ Á��¸¿ �gÑ¿ ��tµ>¸ÁµÉUÁɵg¿ �¸¿ �>Ò���×g_\¿ ¡µ�_ÉUÁ�Ðg\¿
lucrative and sustained.
56 >¸g_¿��¿Á�g¿>t�µg�g�Á���g_¿1�¿¡µ��gUÁ���¸¦
57 >¸g_¿��¿Á�g¿>Ðgµ>yg¿�t¿Á�g¿>t�µg�g�Á���g_¿¸ÁÉ_�g¸²¿��U��g¿¡µ��gUÁ���¸[¿eǦ�½¾¸t¦
More Tools for More Local Food
Opportunity:¿���gµU�>�¿LÉÓgµ¸¿>�_¿U��¸É�gµ¸¿Ñ>�Á¿>¿U��¸�¸Ág�Á¿¸É¡¡�Ó¿�t¿��U>�¿t��_\¿Óg>µ¿µ�É�_¿�t¿¡�¸¸�L�g
Convener: Finance sector, and local food marketing and education organizations
Players: NRCS, Seed Capital Kentucky, UK, KDA, local t��_¿_�¸Áµ�LÉÁ���¿U��¡>��g¸
Approach:¿-U>tt��_¿�gÑ¿1-��¾ ,-¿��Ðg¸Á�g�Á¸¿��¿¸g>¸��¿gÒÁg�¸���¿��tµ>¸ÁµÉUÁɵg¿Ñ�Á�¿�>µ�gÁ��y¿supports and resources
Investment:¿e�\��½\Ãul¿��¿��y�¿ÁÉ��g�¿��¸Á>��>Á���¿contracts. $60,000 in local food sales staff
g�gÖ¿¶[¿1¡¿Á�¿e�l�\��¼¿Ñ�µÁ�¿�t¿¡µ�_ÉUÁ¿U�É�_¿Lg¿yµ�Ñ�¿��¿Á�g¿¡µ�yµ>�²¸¿Úµ¸Á¿Ñ��Ágµ¦¿�L�ÉÁ¿euÙÙ\ÙÙÙ¿U�É�_¿Lg¿¸��_¿��¿Óg>µ¿�\¿É¡¿Á�¿eÇ¿�������¿LÓ¿Óg>µ¿Ã
Conclusion and Recommendations: Using this study
50
Farm to Food Processor
The Headlines
T¿ �ÙÙæ¿�t¿*µ�Ug¸¸�µ¸¿¸ÉµÐgÓg_¿µgUg�Ðg¿¸ÉL¸�_�g¸\¿µgL>Ág¸¿�µ¿LÉ��¿_�¸U�É�Á¸¿Á�>Á¿��ÛÉg�Ug¿Á�g�µ¿¡ÉµU�>¸��y¿U���Ug¸¿£U��¡>µg_¿Á�¿½½¦¼æ¿�t¿Á�g¿¸ÉµÐgÓg_¿É��Ðgµ¸g¿>¸¿>¿Ñ���g¤¦
T¿ ¼l¦¼æ¿�t¿U���gµU�>�¿LÉÓgµ¸¿¸ÉµÐgÓg_¿¡ÉµU�>¸g¿¡µ�Ug¸¸g_¿>�_¿¡µg¡>µg_¿t��_¸\¿ÓgÁ¿�ɸÁ¿Ç�¦Çæ¿>µg¿Uɵµg�Á�Ó¿LÉÓ��y¿��U>��Ó¿¡µ�Ug¸¸g_¿t��_¸¦¿
T¿ ��µg¿Á�>�¿llæ¿�t¿U��¸É�gµ¸¿¸>�_¿Á�gÓ¿Ñgµg¿��Ágµg¸Ág_¿��¿¡ÉµU�>¸��y¿��U>��Ó¿¡µ�Ug¸¸g_¿t��_¸¦
The Opportunity
Consumers around the country are increasingly pressed for time and are, as a result, eating out more often
Ñ���g¿ ¸gg���y¿Ñ>Ó¸¿ Á�¿�>�g¿ U�����y¿ >Á¿ ���g¿��µg¿ U��Ðg��g�Á¿ >�_¿ �g¸¸¿ Á��g¿ U��¸É���y\¿ >�_¿ ��É�¸Ð���g²¸¿
U��¸É�gµ¸¿>µg¿��¿gÒUg¡Á���¦¿��É�¸Ð���g²¸¿U���gµU�>�¿t��_¿LÉÓgµ¸\¿>Uµ�¸¸¿¸gUÁ�µ¸\¿¡ÉµU�>¸g¿�>µyg¿>��É�Á¸¿�t¿
¡µ�Ug¸¸g_¿t��_¸\¿tµ��¿Ñ>¸�g_¿>�_¿U��¡¡g_¿tµg¸�¿ÐgygÁ>L�g¸¿Á�¿tµ�×g�¿�g>�¸¿Á�¿¡µg�¡gg�g_¿>�_¿UÉÁ¿U>µµ�Á¸¦¿
ÉÁ¿>¿ÐgµÓ¿¸�>��¿¡�µÁ���¿�t¿Á�g¿¡µ�Ug¸¸g_¿t��_¸¿U���gµU�>�¿LÉÓgµ¸¿
are currently purchasing is locally sourced. Opportunities exist for
��U>�¿�>�Ét>UÁɵgµ¸¿Á�¿yµ�Ñ¿Á�g�µ¿Lɸ��g¸¸g¸¿LÓ¿>__��y¿�gÑ¿¡µ�_ÉUÁ¸¿
tg>Áɵ��y¿��U>�¿��yµg_�g�Á¸\¿>�_¿��¿_���y¿̧ �\¿>__��y¿�gÑ¿�>µ�gÁ¸\¿��¿>�_¿
LgÓ��_¿ ��É�¸Ð���g¦¿�Á¿ Á�g¿ ¸>�g¿ Á��g\¿ t>µ�gµ¸¿ ��ÁgµÐ�gÑg_¿ ��_�U>Ág_¿
Á�>Á¿Á�gÓ¿>µg¿��Ágµg¸Ág_¿��¿¸g����y¿Á�¿¡µ�Ug¸¸�µ¸\¿>¸¸É���y¿>yµgg>L�g¿
Ágµ�¸¿>�_¿¡µ�U��y¿U�É�_¿Lg¿>µµ>�yg_¦¿�>�Ó¿ t>µ�gµ¸¿Ð�gÑ¿>UUg¸¸¿ Á�¿
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Á�µ�Éy�¿¸Á>L�g¿t>µ�¿¡µ�_ÉUÁ¿¸>�g¸¦
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L�Á�¿Ñ���g¿ tµg¸�¿ �Ág�¸¿ >�_¿�����>��Ó¿¡µ�Ug¸¸g_¿ tµÉ�Á¸¿ >�_¿ÐgygÁ>L�g¸¿ £Ñ>¸�g_\¿ U��¡¡g_\¿ ¡gg�g_\¿ tµ�×g�\¿
or diced, for example). They and other institutional food service providers rely heavily on these minimally
¡µ�Ug¸¸g_¿¡µ�_ÉUÁ¸¿Á�¿tgg_¿�>µyg¿yµ�É¡¸¿�t¿U��¸É�gµ¸¿gtÚU�g�Á�Ó¿>�_¿�ÉÁµ�Á��ɸ�Ó\¿>�_¿>µg¿��Uµg>¸��y�Ó¿������y¿
t�µ¿Ñ>Ó¸¿Á�¿>��y�¿Á�g¿��y�¸Á�U¸¿>�_¿gU�����U¸¿Ñ�Á�¿¡µ�_ÉUgµ¸¿>�_¿t��_¿¡µ�Ug¸¸�µ¸¿Á�¿µgUg�Ðg¿Á�g¿t��_¸¿Á�gÓ¿
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At the same time, as more and more consumers are requesting local foods from the institutions serving their
�g>�¸\¿>�_¿>¸¿��U>�¿t��_¿��Uµg>¸��y�Ó¿¡�>Ó¸¿>¿µ��g¿��¿�µy>��×>Á���¸²¿¸É¸Á>��>L���ÁÓ¿�L�gUÁ�Ðg¸\¿��¸Á�ÁÉÁ���>�¿�g>�¿
¡µ�Ð�_gµ¸¿>µg¿��Uµg>¸��y�Ó¿t�Uɸ��y¿Á�g�µ¿¡µ�_ÉUg¿¸¡gU�ÚU>Á���¸¿��¿ªÉ>��Á�g¸¿�Á�gµ¿Á�>�¿¡µ�Ug¿�µ\¿t�µ¿gÒ>�¡�g\¿
Á�g¿¸�×g¿�t¿Á�g¿>¡¡�g¸¿�Á¿Ñ>�Á¸¿>�_¿Á�g¿�É�Lgµ¿�t¿>¡¡�g¸¿Á�>Á¿¸��É�_¿U��g¿��¿g>U�¿L�Ò¦¿/�gÓ¿>µg¿��U�É_��y¿��¿
Á�g¿¡µ�_ÉUÁ¿¸¡gU�ÚU>Á���¸¿Á�gÓ¿¸g�_¿Á�¿Á�g�µ¿ t��_¿¸gµÐ�Ug\¿ t��_¿¡µ�Ug¸¸��y\¿>�_¿t��_¿_�¸Áµ�LÉÁ���¿U��¡>�Ó¿
partners statements of preference for local foods. In addition to these, target local food purchasing percentages
>µg¿¸��gÁ��g¸¿¸gÁ¿£g¦y¦¿>¿y�>�¿�t¿¡µ�Uɵ��y¿�Ùæ¿�t¿Á�g¿>¡¡�g¸¿>�¿��¸Á�ÁÉÁ���¿É¸g¸¿tµ��¿��U>�¿¡µ�_ÉUgµ¸¿�Ðgµ¿
Á�g¿U�ɵ¸g¿�t¿Á�g¿Óg>µ¤¦¿��¿�¡¡�µÁÉ��ÁÓ¿gÒ�¸Á¸¿Á�¿¸É¡¡�µÁ¿ ��¸Á�ÁÉÁ���¸¿ ��Ágµg¸Ág_¿ ��¿Uµg>Á��y¿¸¡gU�ÚU>Á���¸¿�µ¿
preferences that include local foods in making those goals transparent to their suppliers; and to support their
¸É¡¡��gµ¸¿��¿�ggÁ��y¿Á�g�µ¿��¸Á�ÁÉÁ���>�¿£>�_¿�Á�gµ¤¿UɸÁ��gµ¸²¿_g�>�_¿t�µ¿��U>�¿t��_¦
��U>�¿ t��_¿¡ÉµU�>¸��y¿ £LÓ¿>µg>¿�>�Ét>UÁɵgµ¸¤¿Uµg>Ág¸¿_�¸Á��UÁ¿�¡¡�µÁÉ��Á�g¸¿ t�µ¿¡�>Ógµ¸¿>���y¿ t��_¿¸É¡¡�Ó¿
U�>��¸[¿ U��¸�¸Ág�Á\¿ Áµ>Ug_¿ >�_¿ ���Ñ�¿ ��yµg_�g�Á¿ ¸�ɵUg¸¿¡µ�Ð�_g¿¡µ�Ug¸¸�µ¸¿Ñ�Á�¿ Á�g¿�¡¡�µÁÉ��ÁÓ¿ Á�¿ Ág��¿ >¿
¸Á�µÓ¿>L�ÉÁ¿Á�g¿¡µ�_ÉUÁ¸¿Á�gÓ¿Uµg>Ág»¿Á�g¿��y�¿t��_¿¸>tgÁÓ¿¸Á>�_>µ_¸¿µgªÉ�µg_¿LÓ¿t��_¿¡µ�Ug¸¸�µ¸¿U>�¿_µ�Ðg¿
“The largest (economic) impact would be with
doing value added products.”
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Conclusion and Recommendations: Using this study
51
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>LÉ�_>�Ug¿�t¿t��_¿�¡Á���¸\¿�>Lg�¸¿>�_¿U�>��¸¿Á�¿�>�g¿¸g�¸g¿�tn>µg¿��Uµg>¸��y�Ó¿��Ágµg¸Ág_¿��¿��Á¿�ɸÁ¿��U>�¿
t��_¸¿LÉÁ¿t��_¸¿Á�>Á¿U��g¿tµ��¿>¿Lɸ��g¸¸¿Á�gÓ¿U>�¿ÁµÉ¸Á¦¿��Uµg>¸g_¿��U>�¿¸�ɵU��y¿LÓ¿Á�g¿¡µ�Ug¸¸��y¿¸gUÁ�µ¿
U�É�_¿Ó�g�_¿Lg�gÚÁ¸¿t�µ¿>��¿Á�g¸g¿¸Á>�g���_gµ¸¦
The Story
�µg>Ágµ¿��É�¸Ð���g¿��U¦¿£���¤\¿Á�g¿��É�¸Ð���g¿�gÁµ�¿�>�Lgµ¿�t¿���gµUg\¿�¸¿ÐgµÓ¿g�y>yg_¿Ñ�Á�¿��É�¸Ð���g¿t��_¿
¡µ�Ug¸¸�µ¸¿ >�_¿�>�Ét>UÁɵgµ¸\¿ >UÁ¸¿ >¸¿ >¿ ¸¡>µ�¿ >�_¿ µg¸�ɵUg¿ t�µ¿ Á�g¿ ¸gUÁ�µ¿��¿ t��_¿Lɸ��g¸¸¿ >�_¿¡µ�_ÉUÁ¿
_gÐg��¡�g�Á\¿Ñ�µ�¸¿Á�¿g�¸Éµg¿Á�>Á¿Á�g�µ¿�g�Lgµ¿Lɸ��g¸¸g¸¿Áµg�_¿Ñ�Á�¿Ñ�>Á¿
U��¸É�gµ¸¿ Ñ>�Á\¿ >�_¿ É�_gµ¸Á>�_¸¿ Á�g¿ gU�����U¿ _gÐg��¡�g�Á¿ ¡�Ág�Á�>�¿ �t¿
increasing the amount of local foods utilized as ingredients in the processed
food sector. They are poised and open to strategies to promote local ingredients.
���¿�>¸¿>¿¸Áµ��y¿µ��g¿Á�¿¡�>Ó¿��¿¸É¡¡�µÁ��y¿>¿Ñ�_g¿Ð>µ�gÁÓ¿�t¿t��_¿¡µ�Ug¸¸��y¿>�_¿
�>�Ét>UÁɵ��y¿U��¡>��g¸¿Á�¿Úyɵg¿�ÉÁ¿Ñ�gµg¿>�_¿��Ñ¿��U>�¿t��_¿ÚÁ¸¿��\¿��Ñ¿�Á¿
>__¸¿Ð>�Ég¿Á�¿Á�g�µ¿¡µ�_ÉUÁ\¿>�_¿��Ñ¿Lg¸Á¿Á�¿Ág��¿Á�g¿¸Á�µÓ¦¿gU>ɸg¿�t¿Á�g¿U�¸Á¸¿
of production, development, and equipment and the importance of producing
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Á�¿ ¸gµÐ��y¿ ��g¿ yg�yµ>¡��U¿ �>µ�gÁ¦¿ ��µ¿ ��¸Á>�Ug\¿ ���¿ µg¡µg¸g�Á¸¿ >¿ Á�µÁ���>¿
�>�Ét>UÁɵgµ¿ Á�>Á¿ ¸Áµ>Ágy�U>��Ó¿ ¸�ɵUg¸¿ ��yµg_�g�Á¸¿ y��L>��Ó\¿ �>�Ét>UÁɵg¸¿
���Ó¿ ��¿��É�¸Ð���g\¿>�_¿¸��¡¸¿Á�g�µ¿¡µ�_ÉUÁ¿�>Á���>��Ó¦¿-��Ug¿Ñ�>Á²¸¿ ��U>�¿Á�¿>¿U��¸É�gµ¿ ��¿�9¿ �¸�²Á¿ ��U>�¿Á�¿>¿
>��t�µ��>�\¿Á�g¿¸Á�µÓ\¿¡�Ñgµ¿>�_¿Ð>�Ég¿�t¿��U>�¿¡µ�Uɵg�g�Á¿Ñ�É�_¿��g\¿��Á¿��¿Á�g¿U��¸É�gµ¿ygÁÁ��y¿>¿¡µ�_ÉUÁ¿
��U>�¿Á�¿Á�g�\¿LÉÁ¿��¿¸É¡¡�µÁ��y¿>¿U��¡>�Ó¿Á�>Á¿¸É¡¡�µÁ¸¿�Á¸¿���g¿µgy���²¸¿>yµ�UÉ�Áɵg¦¿/��¸¿�¸¿��Á¿Á�g¿��¸Á¿
U�����¿��U>�¿t��_¿¸Á�µÓ¿Á��_\¿LÉÁ¿�Á¿�>ÁU�g¸¿>¿Ú�_��y¿�t¿Á��¸¿�g�>�_¿��>�Ó¸�¸[¿/�g¿��¸Á¿U������Ó¿¸g�gUÁg_¿
µg>¸��¿U���gµU�>�¿LÉÓgµ¸¿¸ÉµÐgÓg_¿¡µ�Ð�_g_¿t�µ¿Ñ�Ó¿Á�gÓ¿LÉÓ¿��U>�¿t��_¸¿�¸¿Á�¿¸É¡¡�µÁ¿Á�g¿��U>�¿gU����Ó¦¿
��µ¿>��Á�gµ¿���_¿�t¿U��¡>�Ó\¿�Á¿U�É�_¿Lg¿��g¿¡µ�_ÉUÁ¿�µ¿��g¿¡>µÁ¿�t¿Á�g�µ¿U��¡>�Ó¿¡�µÁt����¿Á�>Á¿g�y>yg¸¿��U>�¦¿
���¿U>�¿�g�¡¿_µ>Ñ¿�ÉÁ¿Á��¸g¿�¡¡�µÁÉ��Á�g¸¦¿/�gÓ¿���Ñ¿Á�g�µ¿¡>µÁ�U�¡>Á��y¿Lɸ��g¸¸g¸¿¯��¿>�_¿�ÉÁ°¿>�_¿U>�¿y�¿
��Á�¿Á�>Á¿�gÐg�¿�t¿Lɸ��g¸¸¿¡�>����y\¿¡µ�_ÉUÁ¿_gÐg��¡�g�Á¿>�_¿¸É¡¡�µÁ��y¿�g�Lgµ¸¿��¿LÉ��_��y¿�gÑ¿Lµ>�_¸¿
and product lines.
7���g¿��U>�¿t��_¿>¡¡g>µ¸¿��¿��_ɸÁµÓ¿µg¡�µÁ¿>tÁgµ¿��_ɸÁµÓ¿µg¡�µÁ¿>¸¿¯Áµg�_��y°¿>�_¿_g�>�_¿�¸¿yµ�Ñ��y\¿�>�Ó¿
processors argue that demand for local still represents a very small percentage of overall demand for food. For
Á��¸¿¸gUÁ�µ¿>L�Ðg¿>��¿�Á�gµ¸\¿¡µ�_ÉUÁ¿U�>µ>UÁgµ�¸Á�U¸¿���g¿¡µ�_ÉUÁ¿¡>U�¿¸�×g¿>�_¿
consistency rise to the top.
One approach to increasing the amount of food that travels from regional farms
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t�µ�>�Ug�L>¸g_¿��Ug�Á�Ðg¿¡µ�yµ>�¿t�µ¿¡µ�Ug¸¸�µ¸¿��Ágµg¸Ág_¿��¿��Áµ�_ÉU��y¿��-
U>�¿ t��_¸¿Á�¿Á�g�µ¿ ¸É¡¡�Ó¿U�>��¸\¿ ��¿�gg¡��y¿Ñ�Á�¿Á�g¿¸ÉUUg¸¸tÉ�¿��_g�¿�t¿ Á�g¿
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Á�¿ÇÙæ¿��¿���gÓ¿µg¸Á>ɵ>�Á¸\¿U>Ágµgµ¸¿>�_¿��¸Á�ÁÉÁ���>�¿t��_¿¸gµÐ�Ug¿¡µ�Ð�_gµ¸¿
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Conclusion and Recommendations: Using this study
52
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Conclusion and Recommendations: Using this study
53
The Metrics
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Lɵ¸g_¿��µg¿Á�>�¿e�Ç�\ÙÙÙ¿Á�¿�¼Ù¿¡>µÁ�U�¡>Á��y¿µg¸Á>ɵ>�Á¸¿��¿ÇÙ��\¿>��É�Á��y¿Á�¿>¿t>µ�¿��¡>UÁ¿�t¿��µg¿Á�>�¿
ellu\ÙÙÙ¦°ul¿�t¿Á�g¸g¿Lɸ��g¸¸g¸¿��¿>Ðgµ>yg¿µgUg�Ðg_¿>¿µgL>Ág¿t�µ¿>L�ÉÁ¿�w¦½æ¿�t¿Á�g�µ¿�9¿*µ�É_¿¡ÉµU�>¸g¸\¿Á�g�¿
��¿>Ðgµ>yg¿g>U�¿Lɸ��g¸¸¿µgUg�Ðg_¿>¿µgL>Ág¿�t¿>L�ÉÁ¿e¼u�¿>�_¿̧ ¡g�Á¿>L�ÉÁ¿eu\ÇÙ½¿��¿��U>�¿t��_¿t�µ¿Ñ��U�¿Á�gÓ¿
¸ÉL��ÁÁg_¿µgL>Ág¿¡>¡gµÑ�µ�¦¿Éµµg�Á�Ó\¿�¼Ç¿µg¸Á>ɵ>�Á¸\¿¸U����¿_�¸Áµ�UÁ¸\¿>�_¿�Á�gµ¿��¸Á�ÁÉÁ���>�¿_����y¿¸gµÐ�Ug¸¿
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,gÑ>µ_¸¿Ñ�É�_¿_µ�Ðg¿>Á¿�g>¸Á¿e¼\ÙlÙ\½�l¿��¿̧ >�g¸¿�t¿��U>��Ó¿¡µ�_ÉUg_¿t��_¸¿LÓ¿t>µ�gµ¸¿>�_¿�9¿*µ�É_¿Lɸ��g¸¸g¸¿
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��yµg_�g�Á¸¿µgªÉ�µg¸¿>__�Á���>�¿Á��g¿>�_¿¸����¸¿µg¸É�Á��y¿��¿>__�Á���>�¿¡ÉµU�>¸��y¿¸Á>tt¿¡�¸�Á���¸¿�µ¿��ɵ¸»¿Lµ>�_¿
gÒÁg�¸���¸¿�µ¿�gÑ¿¡µ�_ÉUÁ¿���g¸¿U�É�_¿Lg¿Uµg>Ág_¿Á�¿¡µ���Ág¿Á�g¿��U>�¿¸�ɵU��y¿Ñ��U�¿U�É�_¿É¡��tÁ¿U��¡>�Ó¿
¸>�g¸¿�Ðgµ>��»¿>�_¿¸Á�µÓÁg����y¿Ð�¸�D�Ð�¸¿��Ñ¿ ��yµg_�g�Á¸¿Ñgµg¿¸�ɵUg_¿�µ¿Á�g¿¸�y��ÚU>�Ug¿�t¿¡�>Ug¾�µ�y��¿Á�¿
>¿ t��_¿ ¡µ�_ÉUÁ¿ U�É�_¿ yg�gµ>Ág¿ �gÑ¿�>µ�gÁ��y\¿ U���É��U>Á���¸\¿ >�_¿ ¡ÉL��U¿ µg�>Á���¸¿ ¸Á>tt¿ �gg_¸¿Ñ�Á���¿ >¿
U��¡>�Ó¦¿ >Á���>��Ó\¿e�\ÙÙÙ\ÙÙÙ¿��¿¸>�g¸¿��¿Á�g¿t��_¿¡µ�Ug¸¸��y¿��_ɸÁµÓ¿�¸¿g¸Á��>Ág_¿Á�¿yg�gµ>Ág¿���g¿�gÑ¿
tÉ��¿ Á��g¿ ��L¸¦60¿/�g¿��É�¸Ð���g�L>¸g_¿����¡µ�ÚÁ¿���É��ÁÓ¿ ���_¿����>�Ug¿ £��¤¿�>¸¿ U�Ág_¿>�¿g�¡��Ó�g�Á¿
multiplier of 1.561\¿�g>���y¿Á�>Á¿�t¿��U>�¿t��_¿¡µ�Uɵg�g�Á¿��¿Á�g¿¡µ�Ug¸¸��y¿¸gUÁ�µ\¿¸Á��É�>Ág_¿LÓ¿>�¿��Ug�Á�Ðg¿
¡µ�yµ>�\¿Ñgµg¿Á�¿yg�gµ>Ág¿e�\ÙÙÙ\ÙÙÙ¿��¿�gÑ¿¸>�g¸¿t�µ¿Á��¸g¿Lɸ��g¸¸g¸¿��¿Á�g¿¡µ�yµ>�²¸¿Úµ¸Á¿Óg>µ\¿>¸¿�>�Ó¿
>¸¿�w¿tÉ���Á��g¿��L¸¿U�É�_¿Lg¿Uµg>Ág_¦
/�g¿�gÁµ�U¸¿�t¿¸ÉUUg¸¸¿>�_¿��¡>UÁ¿Ñ�Á�¿>¿¡µ�yµ>�¿���g¿Á��¸¿gÒÁg�_¿L>U�¿tµ��¿Á�g¿¡µ�Ug¸¸��y¿U��¡>�Ó¿Á�µ�Éy�¿
the food supply chain and have the potential to positively impact farm expansion, farm-gate income, and
¸Á>L�g¿���t>µ�¿g�¡��Ó�g�Á\¿t>UÁ�µ¸¿Ñ��U�¿¸gÐgµ>�¿t>µ�gµ¸¿��ÁgµÐ�gÑg_¿t�µ¿Á��¸¿¡µ��gUÁ¿��Ág_¿µg¸Áµ>��g_¿Á�g�µ¿
¡�Ág�Á�>�¿t�µ¿yµ�ÑÁ�¿Á�¿¸gµÐg¿�>µygµ¿�>µ�gÁ¸¦¿�UU�µ_��y¿Á�¿>¿ÇÙ��¿1-��¿¸ÁÉ_Ó\¿gÐgµÓ¿e�¿�������¿>¿¡µ�_ÉUgµ¿¸g��¸¿
��Á�¿µgy���>�¿�>µ�gÁ¸¿yg�gµ>Ág¸¿�ÿtÉ��¿Á��g¿�¡gµ>Á�µ¿��L¸¿£¡�ɸ¿¡>µÁ¿Á��g¿>�_¿¸g>¸��>�¿��L¸¤\¿U��¡>µg_¿Ñ�Á�¿Ã¿
ul �ÁÁ¡[¾¾ÑÑѦ�Ó>yµ¦U��¾¡µ¾�gѸUg�Ágµ¾��>¸�>�¡>ÁÁgµ�¸�,g¸Á>ɵ>�Á�,gÑ>µ_¸�¡µ�yµ>��>tÁgµ�¡�¡É�>µ��g�ÁÉU�Ó�*µ�É_����Á�>Á�Ðg¦�Á�
u� ¿�ÁÁ¡[¾¾ÑÑѦ�Ó>yµ¦U��¾�>µ�gÁ��y¾µg¸Á>ɵ>�Á�µgÑ>µ_¸�¡µ�yµ>�¦�Á��
60 �ÁÁ¡[¾¾L��y¸¦g_t¦�µy¾µg¸Á�µ>Á���>�_µg¸���g�Ug¾ÇÙ�Ù¾ÙǾÇw¾gU�����U�µ>Á��¸�>�_�g�¡��Ó�g�Á��É�Á�¡��gµ¸��g>Ú�y�Á�µ�Éy��Á�g����y�¾
61 Bringing Kentucky’s Farm and Food Economy Back Home. CFA, 2003.
Conclusion and Recommendations: Using this study
54
��L¸¿Uµg>Ág_¿LÓ¿Á�g¿¸>�g¿t>µ�¿¸>�g¸¿�>_g¿�ÉÁ¸�_g¿Á�g¿µgy���¦62 Seven million dollars in local food purchases
_µ�Ðg�¿LÓ¿>¿*µ�Ug¸¸�µ¿,gÑ>µ_¸¿¡µ�yµ>�¿U�É�_¿yg�gµ>Ág¿��¿tÉ��¿Á��g¿t>µ�¿�¡gµ>Á�µ¿��L¸¦¿�ɵÁ�gµ\¿��¿�>¸¿U�Ág_¿
g�¡��Ó�g�Á¿�É�Á�¡��gµ¸¿t�µ¿�g�ÁÉU�Ó¿>yµ�UÉ�Áɵ>�¿¡µ�_ÉUÁ���¿>Á¿�¦Ã\¿�g>���y¿Á�>Á¿Á��¸g¿�gÑ¿��¿t>µ�¿�¡gµ>Á�µ¿
��L¸¿U�É�_¿yg�gµ>Ág¿>�¿>__�Á���>�¿Ç¼¿t>µ�¿¸gµÐ�Ug¿¸gUÁ�µ¿��L¸¿t�µ¿�g�ÁÉU��>�¸¦
7���g¿��Ðg¸Á�g�Á¿Ñ�É�_¿�gg_¿Á�¿Lg¿�>_g¿��¿��Ug�Á�Ðg¸¿t�µ¿¡µ�Ug¸¸�µ¸\¿¸É¡¡�µÁ¸¿t�µ¿t>µ�gµ¸¿Ñ�¸���y¿Á�¿>UUg¸¸¿
Á�g¸g¿�gÑ¿�>µ�gÁ¸¿Ñ�É�_¿>�¸�¿�gg_¿Á�¿Lg¿¡ÉÁ¿��¿¡�>Ug¦¿��µ¿Á�g¿¡Éµ¡�¸g¸¿�t¿Á��¸¿U>¸g¿¸ÁÉ_Ó\¿¸gÐgµ>�¿t>µ�gµ¸¿
Ñgµg¿ >¸�g_¿ Á�¿ ��>y��g¿ Á�>Á¿ Á�gµg¿Ñ>¸¿ ¡�Ág�Á�>�¿ Á�¿ ¡�>�Á¿ >�¿ >Uµg¿ �t¿ Á��>Á�g¸¿ t�µ¿ >¿ ¡µ�Ug¸¸��y¿ U��¡>�Ón
Ñ�>Á¿Ñ�É�_¿�gg_¿Á�¿�>¡¡g�¿Á�¿
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>¿_g>�¿Ñ�µÁ�¿Ñ�µ���y¿t�µ«¿"�g¿
t>µ�gµ¿ ��Ág_¿ Á�>Á¿ �g¿ Ñ�É�_¿
need a contract that stated that
�t¿ ªÉ>��ÁÓ¿ ¸Á>�_>µ_¸¿Ñgµg¿ �gÁ\¿
Á�g¿ ¡µ�Ug¸¸�µ¿Ñ�É�_¿¡ÉµU�>¸g¿
>¿ ¸¡gU�Úg_¿ Ð��É�g¿ �t¿ ¡µ�_-
uct at an agreed upon price. A
y��_¿¡µ�Ug\¿ �g¿ Á��Éy�Á\¿Ñ�É�_¿
Lg¿ >L�ÉÁ¿ ¼u¿ Ug�Á¸¿ ¡gµ¿ ¡�É�_\¿
enough to support him if yields
g�_g_¿É¡¿Lg��y¿ªÉ�Ág¿��Ѧ¿
This farmer already has the on-
farm staff in place to take on a
UɸÁ��gµ¿ ��¿ Á��¸¿ Ñ>Ó¦¿ �g¿ g¸Á�-
mated that his operational costs
Ñ�É�_¿ ��U�É_g¿ >�¿ g¸Á��>Ág_¿
wÙÙ¿ �>����ɵ¸¿ £U�¸Á��y¿ >L�ÉÁ¿
$5,000) per acre of staked to-
�>Á�¿ ¡�>�Á¸\¿ ¡�ɸ¿ >L�ÉÁ¿ el\½wÙ¿
in seed, inputs, packing, storing,
etc. In considering capital costs
�g¿Ñ�É�_¿t>Ug\¿�g¿��Ág_¿Á�>Á¿�g¿
Ñ�É�_¿ >�¸�¿ �gg_¿ Á�¿ ��Ðg¸Á¿ ��¿ >¿
yµ>_��y¿ >�_¿ ¡>U���y¿ ���g\¿Ñ��U�¿
_g¡g�_��y¿��¿Á�g¿¸�×g¿>�_¿>yg¿�t¿Á�g¿gªÉ�¡�g�Á\¿Ñ�É�_¿Lg¿eÇ\ÙÙÙ�l\ÙÙÙ¦¿�¿y��_¿Ó�g�_¿tµ��¿Á�>Á¿>Uµg¿Ñ�É�_¿Lg¿
>L�ÉÁ¿�u¿Á��¸\¿µg¸É�Á��y¿��¿eÇÇ\uÙÙ¿��¿yµ�¸¸¿��U��g\¿µg¸É�Á��y¿��¿el\l½Ù¿��¿¡µ�ÚÁ¿¡gµ¿>Uµg¿£��Á¿U�É�Á��y¿Á�g¿U>¡�Á>�¿
machinery investment).
�g¿��Ág_¿Á�g¿��¡�µÁ>�Ug¿�t¿¸Áµ��y¿µg�>Á���¸��¡¸¿LgÁÑgg�¿t>µ�gµ¸¿>�_¿LÉÓgµ¸\¿��¿Ñ��U�¿t>µ�gµ¸¿U���É��U>Ág¿
>�_¿LÉÓgµ¸¿É�_gµ¸Á>�_¿��Ñ¿¡gµ�¸�>L�g¿¡µ�_ÉUg¿ �¸¿>Á¿¡g>�¿ µ�¡g�g¸¸»¿ ��¿Ñ��U�¿LÉÓgµ¸¿>µg¿¡µg¡>µg_¿Á�¿Á>�g¿
¡µ�_ÉUÁ¿Ñ�g�¿�Á²¸¿µg>_Ó¿>�_¿Lg¸Á»¿��¿Ñ��U�¿LÉÓgµ¸¿>µg¿ÐgµÓ¿U�g>µ¿>L�ÉÁ¿¸Á>�_>µ_¸¿>�_¿¡>Ó�g�Á¿¸U�g_É�g¸¦¿/�g¿
t>µ�gµ¿Ñ>¸¿g�Á�ɸ�>¸Á�U¿>L�ÉÁ¿Á��¸¿���_¿�t¿µg�>Á���¸��¡\¿��Á��y¿Á�>Á¿�Á¿Ñ�É�_¿¯>���Ñ¿>¿t>µ�gµ¿Á�¿�>�g¿Á�g¿U>¡�Á>�¿
��Ðg¸Á�g�Á¿�gUg¸¸>µÓ¿Á�¿¡µ�_ÉUg¿>�_¿_g��Ðgµ¿>¿_g¸�µg_¿¡µ�_ÉUÁ¿Á�¿>¿¸Á>L�g¿LÉÓgµ°¿>�_¿U�É�_¿µg¸É�Á¿��¿¯��µg¿
¸Á>L�g¿t>µ�¿��U��g¦°
62 ���Ñ¿9�ɵ¿�>µ�gµ¿���Ñ¿9�ɵ¿���_¿��¡>¸¸¦¿1��Ág_¿-Á>Ág¸¿�g¡>µÁ�g�Á¿�t¿�yµ�UÉ�Áɵg\¿ÇÙ�Ç
More Local Foods From Farm to Processor
Opportunity: ÉÓgµ¸¿Ñ>�Á¿Á�¿¡ÉµU�>¸g¿��U>��Ó¿¡µ�Ug¸¸g_¿t��_¸\¿LÉÁ¿tgÑ¿_�¿¸�¿��Ѧ
Approach:¿ ÒÁg�_¿Á�g¿¸ÉUUg¸¸tÉ�¿>�_¿¡µ�Ðg�¿�9¿*µ�É_¿,g¸Á>ɵ>�Á¿,gÑ>µ_¸¿¡µ�yµ>�¿Á�¿��Ug�Á�Ð�×g¿��U>�¿¡µ�Uɵg�g�Á¿LÓ¿¡µ�Ug¸¸�µ¸¦
Convener:¿��Ðgµ��g�Á¿¸gUÁ�µ[¿���\¿��¿¸É¡¡�µÁ¿�t¿Á�g¿private sector.
Players: KDA, The Agricultural Development Board, food ¡µ�Ug¸¸��y¿Lɸ��g¸¸g¸\¿¡µ�_ÉUgµ¸¦
Investment: e�\ÙÃÇ\ÙÙÙ¿��¿��U>�¿t��_¿µgL>Ág¸¦
Results: e¼\ÙlÙ\½�l¿��¿¸>�g¸¿�t¿��U>��Ó¿¡µ�_ÉUg_¿t��_¸¿µg¸É�Á��y¿��¿��l¿t>µ�¿¸gUÁ�µ¿��L¸¦¿ gÑ¿¡µ�_ÉUÁ¿>�_¿Lµ>�_¿_gÐg��¡�g�Á¿�¡¡�µÁÉ��Á�g¸¿t�µ¿t��_¿¡µ�Ug¸¸�µ¸¦¿��ɵÁgg�¿t��_¿¡µ�Ug¸¸��y¿¸gUÁ�µ¿��L¸¿Uµg>Ág_¿¡gµ¿�������¿of sales generated.
Conclusion and Recommendations: Using this study
55
Conclusion
�¸¿Ñ�Á�¿>�Ó¿�gÑ¿���Á�>Á�Ðg\¿>�¿g¸¸g�Á�>�¿g�g�g�Á¿�t¿>¿*µ�Ug¸¸�µ¿,gÑ>µ_¸¿¡µ�yµ>�¿Ñ�É�_¿Lg¿Áµ>U���y¿�t¿Á�g¿
program’s success. Such evaluation is essential to demonstrate the value of investments in local food system
��tµ>¸ÁµÉUÁɵg\¿Lg¿�Á¿¡�Ó¸�U>�¿��tµ>¸ÁµÉUÁɵg¿£���g¿¡>U���y¿�µ¿tµgg×��y¿���g¸¤\¿�É�>�¾¸Á>tt¿U>¡>U�ÁÓ¿£¸ÉU�¿>¸¿Á�g¿
�>µ�¿Á�¿/>L�g¿��µ_��>Á�µ¤\¿�>µ�gÁ��y¿��tµ>¸ÁµÉUÁɵg¿£¸ÉU�¿>¸¿Lµ>�_¸¿Á�>Á¿¡µ�Ug¸¸�µ¸¿�>Ó¿Uµg>Ág¿�µ¿Á�g¿�9¿
*µ�É_¿Lµ>�_¿�Á¸g�t¤\¿�µ¿��tµ>¸ÁµÉUÁɵg¿�t¿>��Á�gµ¿���_¦¿7���g¿_g¡g�_��y¿É¡��¿Á�>Á¿��tµ>¸ÁµÉUÁɵg¿t�µ¿�Á¸¿¸ÉU-
Ug¸¸\¿>¿*µ�Ug¸¸�µ¿,gÑ>µ_¸¿¡µ�yµ>�n>�_¿gÐ>�É>Á���¿�t¿Á�>Á¿¡µ�yµ>��¿¸��É�_¿_g���¸Áµ>Ág¿Á�g¿Ð>�Ég¿�t¿Á�>Á¿
��tµ>¸ÁµÉUÁɵg¿Á�¿_µ�Ðg¿U��Á��Ég_¿��Ðg¸Á�g�Á¿>�_¿yµ�ÑÁ�¦¿-ÉU�¿gÐ>�É>Á���¸\¿Áµ>U���y¿��U>�¿t��_¿¡ÉµU�>¸g¸¿LÓ¿
U���gµU�>�¿LÉÓgµ¸¿��¿��É�¸Ð���g¿t�µ¿��¸Á>�Ug\¿U�É�_¿Lg¿U>µµ�g_¿�ÉÁ¿>��É>��Ó¿LÓ¿>�¿��Ágµg¸Ág_¿Á��µ_¿¡>µÁÓ¿¸ÉU�¿
as Seed Capital Kentucky.
���¿�>¸¿>¿¸gµ�g¸¿�t¿Á���¸¿>Ð>��>L�g¿Ñ�g�¿Ñ�µ���y¿Ñ�Á�¿t��_¿¡µ�Ug¸¸��y¿U��¡>��g¸\¿¸��g¿µg�>Ág_¿Á�¿�>µ�gÁ¿
_gÐg��¡�g�Á\¿�Á�gµ¸¿Á�¿¡µ�_ÉUÁ¿_gÐg��¡�g�Á\¿¸Á���¿�Á�gµ¸¿µg�>Ág_¿Á�¿U�¸Á¿¸>Ð��y¦¿�¿¡µ�yµ>�¿���g¿Á��¸¿Ñ�É�_¿
Lg¿>��Á�gµ¿Á���¿��¿Á�g�µ¿Á�����Á\¿>¿Á���¿¸¡gU�ÚU¿Á�¿��U>�¿t��_¿>�_¿>¿¡>Á�Ñ>Ó¿��Á�¿>¿U��Ðgµ¸>Á���¿>L�ÉÁ¿��U>�¿
¡µ�Uɵg�g�Á¿Á�>Á¿µg�>��¸¿>¿µ>µ�ÁÓ¿��¿Á�g¿t��_¿¡µ�Ug¸¸��y¿¸gUÁ�µ¦¿�¸¸É���y¿¸ÉU�¿>¿¡µ�yµ>�¿Ñ>¸¿¸gg�¿Á�¿>��y�¿
Ñ�Á�¿Á�g¿¸Á>Ág²¸¿>�_¿�gttgµ¸��¿�É�ÁÓ²¸¿¡�>����y¿¡µ��µ�Á�g¸\¿���¿Lg��gÐg¸¿Á�gÓ¿U�É�_¿¸g��¿�Á¦
Conclusion and Recommendations: Using this study
56
Increasing Healthy Food Options at Retail
The Headlines
T¿ �L�ÉÁ¿uÙæ¿�t¿¸ÉµÐgÓg_¿U��¸É�gµ¸¿¸��¡¿>Á¿¸¡gU�>�ÁÓ¿t��_¿¸Á�µg¸¿>�_¿>Á¿U�µ�gµ¿¸Á�µg¸¦¿
T¿ Survey respondents coming from households of less than $50,000 in annual household income are more dependent on convenience stores and corner stores than are higher income survey µg¸¡��_g�Á¸[¿uw¦¼æ¿£�¼¤¿�t¿��ɸg���_¸¿Ñ�Á�¿��U��g¿�g¸¸¿Á�>�¿euÙ\ÙÙÙ¿¸��¡¿>Á¿Á�g¸g¿¸Á�µg¸¿Ð¸¦¿ww¦læ¿£wl¤¿�t¿Á��¸g¿Ñ�Á�¿��U��g¿�Ðgµ¿e¼u\ÙÙÙ¦
T¿ �ɸÁ¿Çæ�æ¿�t¿��É�¸Ð���g¿�gÁµ�¿>_É�Á¸¿g>Á¿ÚÐg¿�µ¿��µg¿¸gµÐ��y¸¿�t¿tµÉ�Á¸¿>�_¿ÐgygÁ>L�g¸¿g>U�¿_>Ó.
The Opportunity
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sumers of all income levels depend on farmers’ markets and
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the prevalence of local food in all kinds of food retail venues,
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This case study explores the opportunity to reposition local food as a normalized, rather than specialized, part
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“A healthy choice should be an easy choice.”
-Steve Tarver, President and CEO, 9��¿�t¿�µg>Ágµ¿��É�¸Ð���g
Conclusion and Recommendations: Using this study
57Conclusion and Recommendations: Using this study
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shelves.
The Story
One of Louisville’s premiere programs focused on increasing healthy food
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assistance and merchandising supports to expand the fresh produce selec-
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products are numerous: lack of experience handling and selecting produce,
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the program, stores receive grant funds for program signage, marketing, display refrigeration, community out-
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produce every month.
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Bucks program receive an additional $2 in Health Bucks for
every $5 in SNAP that they spend on fresh fruits and veg-
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erated SNAP incentive program in the country. Like Louisville,
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$642,000 in regional economic activity.½�¿��Ð��y¿- �*¿¸��¡¡gµ¸¿>¿wÙæ¿L��ɸ¿��¿Ñ�>Á¿Á�gÓ²µg¿>�µg>_Ó¿¸¡g�_-
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markets. But rather than linking those dollars to SNAP, Veggie Rx provides them in the form of a “prescription”
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changes and then to assess their impact on participants’ overall health and community health. The program,
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farmers’ market sales.70
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sumers receive SNAP incentive dollars to spend on fruits and
ÐgygÁ>L�g¸¿��¿µgÁ>��¿g¸Á>L��¸��g�Á¸¿£��U�É_��y¿>¡¡µ�Ðg_¿yµ�UgµÓ¿
stores and corner stores). An in-depth evaluation of the incen-
tives’ impact on healthy food consumption is expected in 2013.
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½�¿ ¿�ÁÁ¡[¾¾ÑÑѦ�ÓU¦y�о�Á��¾_��¾�Á��¾U_¡¾U_¡Î¡>�Î�g>�Á�ÎLÉU�¸¦¸�Á��
70 �ÁÁ¡[¾¾Ñ���g¸��gÑ>Ðg¦�µy¾tеҾ
Conclusion and Recommendations: Using this study
59
>�_¿ÐgygÁ>L�g¸\¿��U>�¿�µ¿��Á¿��U>�¦¿
7�µ�¿>�µg>_Ó¿Lg��y¿É�_gµÁ>�g�¿Á�µ�Éy�¿**7¿Á�¿�g>¸Éµg¿��É�¸Ð����>�¸²¿t��_¿U��¸É�¡Á���¿�>L�Á¸¿U�É�_¿Lg¿gÒ-
¡>�_g_¿Á�¿gÐ>�É>Ág¿��Ñ¿�ÉU�¿��µg¿¡µ�_ÉUg¿�¸¿Lg��y¿¸��_¿>�_¿g>Ág�¿>¸¿>¿µg¸É�Á¿�t¿Á�g¿¡µ�yµ>�¦¿
/�g¿U�ÁÓ²¸¿���¡µ�ÚÁ¿¸gUÁ�µ¿Ñ�É�_¿�>Ðg¿>¿�gÓ¿µ��g¿Á�¿¡�>Ó¿��¿U���É��U>Á��y¿Á�g¿_g�>�_¿t�µ¿��U>�¿>�_¿�g>�Á�Ó¿
foods to existing retailers; providing merchandising supports, culinary education or nutrition information on-site
t�µ¿U��¸É�gµ¸»¿�g>_��y¿Á�g¿U�>µyg¿��¿��Uµg>¸��y¿- �*¿�ÉÁµg>U�¿Á�¿g�¸Éµg¿Á�>Á¿>��¿U��¸É�gµ¸¿g��y�L�g¿t�µ¿Lg�gÚÁ¸¿
>µg¿µgUg�Ð��y¿Á�g�¿>�_¿Á�>Á¿>¸¿�>�Ó¿�t¿Á��¸g¿>¸¿¡�¸¸�L�g¿>µg¿>�¸�¿¡>µÁ�U�¡>Á��y¿��¿Á�g¿U�ÁÓ²¸¿- �*¿��Ug�Á�Ðg¿¡µ�-
yµ>�»¿>�_¿Uµg>Á��y¿>¿�>¡¿>�_¿yÉ�_g¿t�µ¿¡µ�yµ>�¿¡>µÁ�U�¡>�Á¸¿Á�>Á¿U�g>µ�Ó¿_g���¸Áµ>Ág¸¿Ñ�gµg¿��Ug�Á�Ðg¿_���>µ¸¿
U>�¿Lg¿É¸g_¿>�_¿t�µ¿Ñ�>Á¿���_¸¿�t¿t��_¸¦¿
�>µg¿ Á�¿>µg¿ �¸¿ >¿ ¸Áµ��y¿¡�Ág�Á�>�¿ ¡>µÁ�gµ¿ t�µ¿ Á��¸¿Ñ�µ�¦¿/�g¿�µy>��×>Á���¿_�¸Áµ�LÉÁg¸¿��µg¿ Á�>�¿ u\ÙÙÙ\ÙÙÙ¿
pounds of fresh produce each year, including some donations from farmers and a pilot Farm to Food Bank pro-
gram through Capstone Auctions that resulted in 200,000 pounds of local food sent to emergency food provid-
ers in Louisville last year. Further, the organization’s educational programming, Kids Café and Cooking Matters71,
U�É�_¿Lg¿gÒ¡>�_g_¿Á�¿¸gµÐg¿- �*¿��Ug�Á�Ðg¿¡µ�yµ>�¿¡>µÁ�U�¡>�Á¸¦¿
�¸¿�g>�Á�Ó¿��¿>¿�ɵµÓ¿�>¸¿_��g\¿Á�gµg¿�¸¿>�¿�¡¡�µÁÉ��ÁÓ¿Á�¿¡>µÁ�gµ¿��µg¿Ñ�Á�¿gÒ�¸Á��y¿_�¸Áµ�LÉÁ�µ¸¿Ñ��¿t�Uɸ¿��¿
��U>�¿t��_¸¿Á�¿ygÁ¿��µg¿tµg¸�¿t��_\¿��U>�¿Ñ�g�¿¡�¸¸�L�g\¿��Á�¿Ðg�Ég¸¿Á�>Á¿�>Ó¿��Á¿�>Ðg¿¡µgÐ��ɸ�Ó¿U>µµ�g_¿Á��¸g¿
foods. A SNAP/healthy food incentive program could also drive expansion of Healthy in a Hurry into more cor-
�gµ¿¸Á�µg¸¿��¿Á�g¿�g�y�L�µ���_¸¿Ñ�gµg¿tµg¸�¿t��_¿>UUg¸¸¿�¸¿��¸Á¿����Ág_¦
�gÁµ�¿y�Ðgµ��g�Á²¸¿�g¡>µÁ�g�Á¿�t¿ U�����U¿�µ�ÑÁ�¿>�_¿����Ð>Á���\¿>�_¿¸¡gU�ÚU>��Ó¿Á�g¿�>µ�¿Á�¿/>L�g¿�-
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Conclusion and Recommendations: Using this study
60
The Metrics
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LÉÁ¿��Uµg>¸��y¿�Á¿Á�¿�>ÁU�¿Á�g¿��y�g¸Á¿��¿Á�g¿�>Á���¿Ñ�É�_¿Lµ��y¿>�¿>__�Á���>�¿ew\u��\u�u¿>��É>��Ó¿��Á�¿U�µUÉ�>-
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Lg¿µg>¸��>L�Ó¿gÒ¡gUÁg_¿Á�¿¸¡g�_¿ew¦u¿�������¿��¿tµg¸�¿¡µ�_ÉUg¿g>U�¿Óg>µ¦¿
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incentives and those incentives
drove an increase in SNAP par-
Á�U�¡>Á���¿>�_¿>¿uæ¿ ��Uµg>¸g¿ ��¿
the amount of fruits and vege-
Á>L�g¿- �*¿¸��¡¡gµ¸¿¡ÉµU�>¸g¿
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chased each year.
Beyond the potential economic
impact of increasing SNAP par-
Á�U�¡>Á���\¿ U�µ�gµ¿ ¸Á�µg¿ �Ñ�gµ¸¿
report that they have to encour-
age their customers to spend
Á�g¿ tÉ��¿ Ð>�Ég¿ �t¿ Á�g�µ¿7��g�\¿
��t>�Á¿ >�_¿ ���_µg�¿ £7�¤¿ �µÉ�Á¿
>�_¿6gygÁ>L�g¿6�ÉU�gµ\¿>�_¿Á�>Á¿
much SNAP money allocated
Á�Ñ>µ_¿ ¡µ�_ÉUg¿ y�g¸¿ É�¸¡g�Á¦¿
/�¿ g�U�ɵ>yg¿ Lg�gÚU�>µ�g¸¿ Á�¿
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readying the stores to supply
these consumers, Healthy in a
Hurry could engage nutrition
education programs such as UK
Cooperative Extension’s SNAP-
_\¿>_Ð�U>UÓ¿�µy>��×>Á���¸¿ ���g¿Á�g¿ gÁÑ�µ�¿g�Ágµ¿ t�µ¿���É��ÁÓ¿�>�yg\¿>�_¿�g�y�L�µ���_¿�µy>��×>Á���¸¿
>�_¿U�ɵU�g¸¿Á�¿µg>U�¿Á�g¿Lµ�>_g¸Á¿L>¸g¿�t¿U��¸É�gµ¸¦¿
Healthy in a Hurry currently does not have a funding stream for expansion. An investment of $150,000 could
_�ÉL�g¿Á�g¿¸�×g¿�t¿Á�g¿�g>�Á�Ó¿��¿>¿�ɵµÓ¿U�µ�gµ¿¸Á�µg¿�gÁÑ�µ�¿Á�¿�w¿¸Á�µg¸73\¿gÒ¡>�_��y¿Á�g¿¡µ�yµ>�²¸¿µg>U�¿Lg-
Ó��_¿7g¸Á¿��É�¸Ð���g¿Á�¿�Á�gµ¿t��_¿��¸gUɵg¿¡>µÁ¸¿�t¿Á�g¿U�ÁÓ¦¿7�Á�¿Á�>Á¿tÉ�_��y¿��¿¡�>Ug\¿Á�g¿¡µ�yµ>�¿U�É�_¿>�¸�¿
_gÐg��¡¿U��¸É�gµ¿g_ÉU>Á���¿>�_¿�ÉÁµg>U�¿>¸¿_g¸Uµ�Lg_¿>L�Ðg¿>�_¿U�É�_¿U��µ_��>Ág¿¡>µÁ�U�¡>Á��y¿¸Á�µg¿�Ñ�gµ¸¿
Á�¿�gÐgµ>yg¿Á�g�µ¿¡ÉµU�>¸��y¿¡�Ñgµ\¿�>���y¿��µg¿¡µ�_ÉUg¿>Ð>��>L�g¿Á�¿��µg¿¡g�¡�g¿>Á¿��µg¿>tt�µ_>L�g¿¡µ�Ug¸¦
72¿ ¿�¿,gÐ�gÑ¿�t¿-Áµ>Ágy�g¸¿Á�¿��¸Ágµ¿- �*²¸¿,��g¿��¿��¡µ�Ð��y¿ ÉÁµ�Á���¿>¸¿Ñg��¿>¸¿���_¿-gUɵ�ÁÓ¦¿���_¿�UÁ���¿,g¸g>µU�¿g�Ágµ\¿�gLµÉ>µÓ¿ÇÙ�Ǧ
73 ¿¼¿¸Á�µg¸¿Ò¿e�u\ÙÙÙ¿yµ>�Á¸¿£e�Ù\ÙÙÙ¿t�µ¿>¿Ñ>�����¿¸Á�µ>yg¿É��Á\¿eu\ÙÙÙ¿t�µ¿>¿¡µ�_ÉUg¿_�¸¡�>Ó¿U>¸g¤¿¨¿ewu\ÙÙÙ¿t�µ¿¸Á>tt¿>�_¿>_����¸Áµ>Á���
More Healthy Food at Retail
Opportunity: Increase consumer access to fresh, healthy t��_¸¿�¿��U>�¿Ñ�g�¿¡�¸¸�L�g¿�¿Ñ�gµg¿Á�gÓ¿¸��¡¦
Approach: Create a program to incentivize purchases �t¿tµÉ�Á¸¿>�_¿ÐgygÁ>L�g¸¿Ñ�Á�¿- �*¿_���>µ¸\¿>�_¿¸É¡¡�µÁ¿regional supply chains to make as much of that produce >¸¿¡�¸¸�L�g¿��U>�¿¡µ�_ÉUg¦
Convener:¿ ��¡µ�ÚÁ¿¸gUÁ�µ¦
Players:¿�g¡>µÁ�g�Á¿�t¿�g>�Á�¿>�_¿7g���g¸¸\¿9��\¿�gÁµ�¿ U�����U¿�µ�ÑÁ�¿>�_¿����Ð>Á���¦¿�>µg¿Á�¿>µg¿>�_¿�Á�gµ¿���¡µ�ÚÁ¸¿U����ÁÁg_¿Á�¿�g>�Á�Ó¿>tt�µ_>L�g¿food access.
Investment: $650,000 - $500,000 in incentives.$105,000 in refrigeration, $45,000 in administrative and marketing supports.
Results: eǦ½¼¿�������¿>__�Á���>�¿tµg¸�¿tµÉ�Á¿>�_¿ÐgygÁ>L�g¿sales to SNAP shoppers.
Conclusion and Recommendations: Using this study
61
Conclusion
Key to the continued success of any initiative like this is measuring and clearly demonstrating that success. To
_�¿¸�\¿¡µ�yµ>�¿gÐ>�É>Á�µ¸¿U�É�_¿t����Ñ¿Á�g¿���gÓ¿Á�¿¸gg¿��Ñ¿�>�Ó¿��Ug�Á�Ðg¸¿>µg¿_�¸Áµ�LÉÁg_¿>�_¿µg_gg�g_\¿
Ñ�>Á¿¡µ�_ÉUÁ¸¿>µg¿¡ÉµU�>¸g_\¿��Ñ¿�>�Ó¿��µg¿¡µ�_ÉUg¿¡�µÁ���¸¿¡g�¡�g¿>µg¿g>Á��y¿>¸¿>¿µg¸É�Á¿£**7¤\¿Á�¿Ñ�>Á¿
gÒÁg�Á¿¸Á�µg¸¿>µg¿gÒ¡gµ�g�U��y¿>�¿É¡��tÁ¿��¿�Ðgµ>��¿¸>�g¸¿>¸¿>¿µg¸É�Á¿�t¿Á�g¿¡µ�yµ>�\¿>�_¿��Ñ¿�ÉU�¿��U>�¿t��_¿
�¸¿g�Ágµ��y¿¡>µÁ�U�¡>Á��y¿�>µ�gÁ¡�>Ug¸¿£��É�¸Ð���g¿�>µ�¿Á�¿/>L�g¤¦¿Ó¿¡ÉµU�>¸��y¿¡µ�_ÉUg¿Ñ�Á�¿- �*¿��Ug�Á�Ðg¿
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>yg�U�g¸¿>�_¿�µy>��×>Á���¸¿Á�¿>�¸Ñgµ¿Á�>Á¿_g�>�_¿Ñ�Á�¿gÐgµ¿��¡µ�Ð��y¿>UUg¸¸¿Á�¿�g>�Á�Ó¿t��_¿��¿>��¿��É�¸Ð���g¿
communities.
Conclusion and Recommendations: Using this study
62Conclusion and Recommendations: Using this study
Pulling It All Together
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strong sense of pride in Louisville and Kentucky is an asset in those efforts—and a differentiator
among its peer states and cities.
T½ Support: An array of “supports” in the form of education, technical support, advisory services, and
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