Abstract
<p>Columbia County Bounty is a local organization made up of farmer and culinary business members, with a mission that includes promoting connections between local agricultural producers and culinary businesses. A case study was conducted to address questions raised by CCB related to expanding farm-to-chef marketing in their area. Common barriers for restaurants included larger time commitments, inconvenience, and consistency in product volumes and quality; however, satisfaction with local wholesale distributors may create new opportunities for farmers to work collaboratively with them in including more local products in their distribution. A closer inspection of channel performance by farms in the study will drive changes in future channel strategies and utilization of farm-to-chef marketing, as farms are already benefiting from strong direct marketing channels and restaurants procuring local products from these channels.</p>
Highlights
It was the Taste of Columbia County banquet in the fall of 2008, the first of what would eventually be an annual event organized by Columbia County Bounty (CCB) in upstate New York to celebrate the year’s harvest of local agricultural products and to promote awareness of local foods in the community
The Executive Director was considering future changes in CCB operations to improve on its mission and increase the utilization of local agricultural products in the region’s culinary businesses
A better understanding of the current utilization of farm-to-chef marketing channels by local farmers and culinary businesses was needed, along with how this channel fits into the overall sales and procurement channel strategies of its members
Summary
It was the Taste of Columbia County banquet in the fall of 2008, the first of what would eventually be an annual event organized by Columbia County Bounty (CCB) in upstate New York to celebrate the year’s harvest of local agricultural products and to promote awareness of local foods in the community. A better understanding of the current utilization of farm-to-chef marketing channels by local farmers and culinary businesses was needed, along with how this channel fits into the overall sales and procurement channel strategies of its members. Information was gathered on the relative importance of farmer sales in different market channels, on alternative procurement sources used by restaurants, and on the utilization of alternative local food outlets by residents in the study area. Such an approach should facilitate a more comprehensive assessment necessary for these types of marketing institutions
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