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2009 Distribution Feasibility Study

EXECUTIVE SUMMARY

FULL REPORT

Interest in locally grown food has increased tremendously nationwide over the last
decade. However, the dominant system of food distribution is still structured with little
emphasis on distributing it close to where it was grown or adapting to the needs of small
to mid-sized farms. The goal of this project was to identify ways to help small farms in
southern and central Indiana market and distribute their products more effectively and to
make it easier for businesses, individuals, and large institutions like schools and hospitals
to source locally grown food.
The project was conducted by the Local Growers Guild (LGG), a cooperative of growers
in south central Indiana, with assistance from Green Fire Consulting, LLC. The focus of
the LGG is expanding the availability of quality locally grown foods. We connect
growers with buyers, educate consumers about the importance of eating locally and
provide growers with business support. Our members consist of small to medium farms
producing a diversity of specialty crops such as organic and heirloom varieties of fruits
and vegetables, meats from grass-fed livestock, maple syrup, honey, herbs and flowers.

This year-long project consisted of:
• Studying distribution systems in other communities that might serve as models for
developing and expanding the local food distribution system in South Central
Indiana (within a 100-mile radius of Bloomington with a focus specifically on
Bloomington).
• Surveying small to medium-sized farms in South Central Indiana to learn about
current marketing and distribution strategies, interest in particular distribution
approaches, current production levels, interest in expansion, perceived obstacles
for expansion, and desired assistance.
• Surveying potential buyers such as wholesalers, restaurant owners, small grocery
produce buyers, and institutional food service directors to understand their interest
and willingness to buy from local farmers, what opportunities exist currently for
local growers, and what hurdles need to be overcome for a significant expansion
of local production and sales.
• Identifying resources in the community that would support expansion of local
food production and distribution, especially with regard to improved storage and
transportation of local products.
• Developing recommendations for the Local Growers Guild (LGG) to pursue in
order to improve local food distribution.