Leopold Center for Sustainable Agriculture

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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