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The Effectiveness of Local Food Marketing Strategies of Food Cooperatives

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  • Katchova, Ani L.
  • Woods, Timothy A.

Abstract

This study examines the role that food consumer cooperatives play in the local food networks. Data are collected from three case studies with leading food cooperatives and a national survey of the general managers of food cooperatives. We identify the emerging business practices in local sourcing as a differentiation and member recruitment strategy for food cooperatives. Our analysis identifies several clusters of strategies used for local food procurement, based on the extent to which the co-op is involved in procurement activities upstream (at the farm), mid-stream (at the distribution center) or downstream (at the food cooperative). The results also show that when compared to other grocers, food co-ops have clear advantages in working with local producers and oftentimes play a key role in the producers’ business viability.

Suggested Citation

  • Katchova, Ani L. & Woods, Timothy A., 2011. "The Effectiveness of Local Food Marketing Strategies of Food Cooperatives," 2011 Annual Meeting, July 24-26, 2011, Pittsburgh, Pennsylvania 103918, Agricultural and Applied Economics Association.
  • Handle: RePEc:ags:aaea11:103918
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    File URL: http://purl.umn.edu/103918
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    Cited by:

    1. Katchova, Ani L. & Woods, Timothy A., 2013. "Local Foods and Food Cooperatives: Ethics, Economics and Competition Issues," Staff Papers 164519, University of Kentucky, Department of Agricultural Economics.
    2. Katchova, Ani L. & Woods, Timothy A., 2012. "Food Cooperatives’ Innovations and System Dynamics in Local Food Networks," 2012 International European Forum, February 13-17, 2012, Innsbruck-Igls, Austria 144954, International European Forum on Innovation and System Dynamics in Food Networks.
    3. Holcomb, Rodney B. & Kenkel, Phillip & Brown, Lisa, 2014. "Factors Impacting Participation In and Purchases Made by Members of the Oklahoma Food Cooperative," Journal of Cooperatives, NCERA-210, vol. 29.

    More about this item

    Keywords

    Food consumer cooperatives; local foods; Consumer/Household Economics; Marketing; Q13;

    JEL classification:

    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

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