Scaling-Up: Perspectives from Growers and Buyers on Barriers and Benefits to Wholesale Marketing of Local Fruits and Vegetables

October 2012

Sally Worley and Marc Strobbe, Practical Farmers of Iowa

This report that explores the challenges and opportunities to increasing wholesale fruit and vegetable sales in Iowa and outlines strategies for the statewide Local Food and Farm Initiative coordinated by the Leopold Center. The report summarizes interviews with 15 Iowa growers and 12 wholesale buyers with experience in the local produce wholesale market.

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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/pubs-and-papers/2012-10-scaling-up-growers-buyers-barriers-benefits-wholesale-local-foods on 01/21/2013