New Marketing Opportunities for Local Food Producers

Kristin Kiesel and Ashley Spalding

from ARE Update Vol. 23, No. 1, Sep/Oct, 2019

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Abstract

The burgeoning local food movement has the potential to connect consumers with how, where, and by whom their food is produced. Yet small farmers and food businesses struggle to sell their goods to local buyers at profit-generating prices. We argue that authentic regional brands rather than labels defined by the proximity of production can capture complex consumer values, support farming communities, and attract new food entrepreneurs.

Keywords

Regional food systems, food labeling, local branding, small farms, value-added agriculture

Citation

Kristin Kiesel and Ashley Spalding. "New Marketing Opportunities for Local Food Producers." ARE Update 23(1)(2019):1-4. University of California Giannini Foundation of Agricultural Economics.
https://giannini.ucop.edu/publications/are-update/issues/2019/23/1/new-marketing-opportunities-for-local-food-produce/