Life Sciences Commons^™

Direct Farm-To-Institution Marketing: The Common Challenges And Keys To Success Of Northeast Producers, Chloe E. Boutelle

Food Systems Master's Project Reports

This research discovers what are the shared barriers Northeast producers engaged in the institutional market consistently face and what enables them to establish, maintain and strengthen a sales relationship with institutions. The findings can help producers understand the challenges and opportunities, how and when to approach, and provide strategies to enhance their success with the institutional market. The research concludes with implications for non-grower farm-to-institution stakeholders.

The common challenges producers faced in establishing, maintaining and strengthening institutional sales relationships included buyers who focus on low price points, uncommitted buyers, food service management companies, demand for processed products and laws and …