Iowa Producers' Perceived Benefits and Obstacles in Marketing to Local Restaurants and Institutional Foodservice Operations

Authors

Mary B. Gregoire, Iowa State UniversityFollow
Susan W. Arendt, Iowa State UniversityFollow
Catherine H. Strohbehn, Iowa State UniversityFollow

Volume

43

Issue

1

Abstract

Local Iowa producers were surveyed to determine perceived benefits and obstacles in marketing to local restaurants and institutional foodservice operations; 195 (35%) responded. Results indicated that only 25% of producers currently were selling to foodservice operations. Benefits cited were: support for local farmers; fresher food; food traveling shorter distances; better quality food; and knowledge of food source. Year-round availability, lack of dependable market, and inability to change pricing were greatest obstacles. Extension educators can help facilitate linking local growers with foodservice operations to increase direct sales of local products to these operations.

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Recommended Citation

Gregoire, M. B., Arendt, S. W., & Strohbehn, C. H. (2005). Iowa Producers' Perceived Benefits and Obstacles in Marketing to Local Restaurants and Institutional Foodservice Operations. The Journal of Extension, 43(1), Article 11. https://open.clemson.edu/joe/vol43/iss1/11