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MARKETMAKER NEWS STORY
Kentucky Continues to Expand Direct Market Opportunities for Farmers
The University of Kentucky recently hosted a focus group for chefs and foodservice administrators who currently incorporate locally produced food into their menus. Dr. Tim Woods, Extension Professor and Horticulture Marketing Specialist, along with Bob Perry, Chef and Coordinator for the UK Food Systems Initiative, facilitated the event. The objective was to understand what attracted these buyers to local products, explore the learning curve associated with “buying local”, and hopefully shed light on any aspects of their experience that may prevent long term success.
Among the long list of attributes that make local food a desirable product, the most consistent feedback was related to consumer demand, product quality or novelty, and community development. Those who had long term success with local food products were primarily driven by a combination of both economics and principle. Therefore, it would appear that hurdles like a weak distribution channel could be overlooked if the chef had a strong personal desire to buy local.
However, focus group members (especially those who worked for a larger company) expressed concern about the unconventional logistics associated with making purchases directly from farmers. The products can demand more prep work, special provisions for ordering, receiving, or billing, and have inconsistent availability. Although the small and independent “white tablecloth” restaurants are having less trouble than large food services, there is an increasing risk that purchases will decrease or halt due to budget cuts that affect staff numbers, cash on demand purchases, or inflexible menu designs
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This study is one small part of a larger effort to identify resources and education needed for both the chefs and the farmers. Woods and Perry are developing a “Restaurant and Retail Ready” program that will help farmers and foodservices work more harmoniously together. For more information about this initiative, contact Dr. Tim Woods, tim.woods@uky.edu.
Authors: Sara Williamson and Tim Woods, University of Kentucky
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