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Local produce checks all the boxes – good for you, food with a story, ideal for Instagram.
The summer months see shoppers swarm to farmers markets to take advantage of the bounty, but a recent survey indicates many consumers would also purchase local produce from a conventional grocer.
Forager, a company that facilitates the sourcing of local produce, spoke with 250 people in Maine, Vermont and upstate New York this June to get a feel for their purchasing habits related to local.
Perhaps the most striking takeaway was the sheer amount of money being spent: more than 75% of respondents said they spend $25 or more weekly on local food. Nearly 40% said they spend $50 or more.
More than 50% of people surveyed mentioned limited offerings in store as a barrier to buying local food, and 49% reported they were not satisfied with the local food availability at conventional grocery stores.
People were not locked into shopping only at farmers markets, however. Nearly 60% said they were willing to go to a conventional grocery store to find local fare.
Clearly, there is an opportunity here.
Retailers have already been working to take advantage of this interest. In June, Walmart announced a summer partnership with five produce suppliers and five chefs, one each in five different regions.
Each chef would implement an ingredient from the produce supplier in his or her area, promote the dish on social media, and note that the same local produce would be available at the nearby Walmart.
Strawberries, tomatoes and greens received the most support from people surveyed by Forager as far as what local items they were anticipating. Cucumbers, corn and peas came next in line.
Along with limited offerings in store, shoppers list short seasons and cost as barriers to purchase.
The short season creates an issue for retailers as well. How can you keep the momentum going once the weather changes and the supply dries up?
Some companies that grow produce in greenhouses have added facilities around the country in an attempt to address just that issue. Nearly year-round supply is not unusual for such setups. Depending on your location, you can continue to emphasize local or regional produce that way.
In the absence of that kind of opportunity, the best strategy might be to emphasize the attribute that makes local produce so attractive in the first place: familiarity with the producer.
Location is not the only common ground. Introduce your suppliers as people and show shoppers the pride they take in their work and the challenges they overcome to produce healthy food.
There are so many compelling stories out there – you just have to tell them.
For practical suggestions on how to make local appeal work for you all year round, check out the Aug./Sept. issue of Produce Retailer magazine.