New Leopold Center resource summarizes marketing research

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AMES, Iowa - A decade ago, local food barely registered on America's culinary radar. Today, U.S. sales of local food are estimated at $5 billion. "Locavore" (someone who seeks out locally raised food) claimed the 2007 "word of the year" label in the New Oxford American Dictionary.

Amid the growing local food buzz, the Leopold Center for Sustainable Agriculture at Iowa State University has positioned itself on the cutting edge of local and regional food systems research. Since 2001, the Leopold Center has invested $1.6 million in 80 marketing and food systems projects.

"Food Facts: Results from Marketing and Food Systems Research" summarizes the findings of the Leopold Center's research, demonstrations, studies and surveys in this rapidly growing area where food culture, economics and environmental issues intersect. The resource is available as an interactive Web site and in print.

"This resource makes the results of our marketing and food systems research more accessible and useful for a variety of target audiences," said Rich Pirog, associate director at the Leopold Center and leader of one of its three research initiatives.

Users of the new resource will see key findings from work supported by the Leopold Center's Marketing and Food Systems Research Initiative and related projects. The results are categorized by type of project, from food miles and place-based research to research on niche meat markets, transaction costs and various aspects of the grape and wine industry. The resource is designed for use by farmers, food entrepreneurs, local food system practitioners and other researchers.

"In recent years, the Leopold Center has supported projects leading to the development of new web-based tools for farmers who want to enter specialty markets," Pirog noted. "The section on tips and tools should be especially helpful when producers consider marketing specialty crops and livestock."

Pirog called the new resource a "work in progress. We'll be adding information as new project results are ready." Future topics include consumer surveys, opportunities for minority farmers and financing new farm-based enterprises.

"Food Facts: Results from Marketing and Food Systems Research" is on the Leopold Center web site here. A 32-page printable version can be downloaded at that link, or to request a copy, contact the Leopold Center at (515) 294-3711, or email leocenter@iastate.edu.

The Leopold Center, established by the 1987 Iowa Groundwater Protection Act, supports the development of profitable farming systems that conserve natural resources. The Center is named for Iowa-born conservationist Aldo Leopold. 

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The Leopold Center was established by the 1987 Iowa Groundwater Protection Act as a research and education center at Iowa State University to develop sustainable agricultural practices that are both profitable and conserve natural resources. Iowa State does not discriminate on the basis of race, color, age, religion, national origin, sexual orientation, sex, marital status, disability, or status as a U.S. Vietnam Era Veteran. Any persons having inquiries concerning this may contact the Director of Affirmative Action, 3210 Beardshear Hall, (515) 294-7612.

This page was found at http://www.leopold.iastate.edu/news/02-29-2008/new-leopold-center-resource-summarizes-marketing-research on 01/21/2013