Corrected NCGT logo
NCGT Monthly Project Update
In This Issue
NCGT Study Shows Local Meat Availability Has Positive Effects on Grocery Shoppers
Local Dairy Producers Connecting to Larger Markets
NCGT to Host Farmer-Buyer Connections Event, February 17
Save the Date! GAP Audit Workshop, Feb 25 in Brunswick County
 About NCGT
  
GOAL | Bring more locally-grown foods - produce, meat, dairy, and seafood - into mainstream retail and food service supply chains, thus enhancing food security by increasing access to local foods and by strengthening the economics of small to mid-sized farm and fishing operations.
  
STRATEGY | Identify the most promising solutions by which local production and associated value-added activities can enter local retail and food service markets, pilot these solutions in North Carolina, and evaluate and report the results for the benefit of other states and regions.
  
January 20, 2015

Greetings all,  

 

Happy New Year!  Thanks for reading our monthly project update and please let us know what you think.

Sincerely,

 

The NCGT Management Team

NCGT Study Shows Local Meat Availability Has Positive Effects on Grocery Shoppers 




January 2015  - NC Growing Together is sponsoring student teams at NC State Poole College of Management's Supply Chain Resource Cooperative and Consumer Innovation Consortium that are addressing pressing business and supply chain issues.

 

In the Fall 2014 semester, one of the three sponsored teams conducted research to understand how grocery store merchandising around local meats influenced consumer shopping behavior and store perceptions.

 

The MBA team created an online survey designed to achieve the following objectives: to determine grocery store merchandising influences on purchasing behavior of local meats; to determine how the availability of local offerings influences the consumer shopping basket, especially with regards to premium products; and to assess demographic influences on purchasing behavior. 

 

The survey contained three experimental conditions, differentiated by a photo of one of three packaged meat displays-(1) commodity meat with an unidentified source (2) locally-grown meat with an identified source (local family farm) (3) locally-grown meat with an identified source (local family farm) plus visual cues in the display, including "local" on a chalkboard stand, greenery, and burlap. 

 

The respondents were asked to give feedback on their perceptions of the cleanliness of the store, employee knowledge, and store decor, and they were then given options for purchasing a set of items (including meat, fresh produce, and non-perishables) at different price points. 

 

The data analysis (206 total respondents) revealed that high-income shoppers (household income >$120,000) spent 8% more at the checkout counter when local meat was available (conditions #2 OR #3). Both high and middle-income shoppers (household income < $120,000) thought that a store that stocked local meat was cleaner, had a better décor, and had more knowledgeable staff. 
           

In addition to the survey data analysis, students created a "Look Book" to highlight the impact of product placement and messaging that enhances sales, and an annotated bibliography of the research literature on consumer motivations to purchase source-identified food in grocery store settings. 


 

Visit the NCGT website's Research page to access the Look Book and bibliography and to see the student's final presentation.


Local Dairy Producers Connecting to Larger Markets  


 
NC Growing Together is working to connect the state's small and medium-scale dairy producers with larger markets. North Carolina is a milk-deficit state, meaning we produce only about half of the milk we consume. Strong demand for local products - including produce, meat, seafood, and dairy - creates a potential market opportunity for smaller-scale producers. However, small-scale producers frequently need help connecting with larger buyers, as well as assistance navigating the complex world of legal and regulatory requirements they face.


 
NCGT Dairy Team lead John Day recently connected two farms, Ran-Lew Dairy and Simply Natural Creamery, with Lowes Foods buyers, and helped them navigate the new vendor process. Ran-Lew, in Alamance County, plans to begin selling into 6 Winston-Salem area stores in February. Simply Natural, outside of Greenville, is selling to the Greenville Lowes store.

 

Randy Lewis and Red.

Randy Lewis of Ran-Lew Dairy farms on land that has been in his family for five generations. His family has operated a dairy there since the 1950's but now, he says, everything's "tired": him, the land, and the cows. "I really had to find another way or quit. You know, this is what I do, this is all I know, this is what I want to do, so I find another way to do it". A grant from RAFI-USA's Agricultural Reinvestment Fund helped him build an on-farm milk-bottling facility in a refrigerated trailer.
 

 
He produces low-temperature pasteurized, non-homogenized "cream-top" milk that is also sold at some small corner stores and cooperatives. Still, his sales of farm-bottled milk only account for one day a week's worth of milk production - the rest is sold in bulk to one of the national milk coops at a much lower price. 

 

To increase his profitability, Randy hopes to find higher-volume markets for his farm-bottled milk so that he can bottle and sell all seven days' worth of milk production. Selling into Lowes Foods - with 100 stores statewide - is a big step. NCGT has also connected Randy with a North Carolina-based food distributor that plans to begin selling his milk. 


 
Says NCGT Project and Research Coordinator, Rebecca Dunning, "We are trying to make the process of connecting with grocery store chains more transparent, understandable, and routine for small-scale producers. Lowes now has a vendor inquiry form so that producers have a local contact person. We are creating a dairy value-added fact sheet so dairies will know how to connect with retailers and wholesalers, and this semester, an MBA student research team will examine the feasibility of small-scale yogurt production." NCGT will also survey small-scale dairy producers this year to better understand producer needs and the status of the industry. 

 

NCGT to Host Farmer-Buyer Connections Event February 17


10% Campaign logo Are you a GAP-certified farmer looking for new markets to sell your products?


 
Are you a buyer looking for new places to source local products?


 
On Tuesday February 17, from 2-5 pm in Raleigh, NCGT and partner NC 10% Campaign will host a facilitated conversation to build direct connections between wholesale buyers and farmers across the state. Attendees will leave the event with direct connections to farmers or buyers and a sense of which connections are most promising for building sales/market relationships.

 

This event is invitation-based. Please contact abbey_piner@ncsu.edu if you are interested in attending.

 

Save the Date! Navigating the GAP Audit Workshop, February 25 in Brunswick County

Learn how to implement an on-farm food safety program on Wednesday February 25, from 9 am to 4 pm at the Brunswick County Cooperative Extension office


 
Held in collaboration with CFSA and NCSU Cooperative Extension, this 7-hour workshop will combine classroom and on-farm instruction to provide producers with the tools needed to meet USDA GAP/GHP certifying standards by identifying potential food safety risks and developing strategies to mitigate these risks. Participants will receive a Certificate of Attendance to fulfill training requirements for USDA GAP/GHP certification. 


 
For more information please contact Trish Tripp or visit the CFSA website.

Project Contact Information

 

Rebecca Dunning, NCGT Project and Research Coordinator, rebecca_dunning@ncsu.edu, 919-389-2220
  

Nancy Creamer, Director of the Center for Environmental Farming Systems, NC State University; and Project Director, NC Growing Together, nancy_creamer@ncsu.edu, 919-515-9447

 

Michelle Schroeder-Moreno, NCGT Academic Coordinator, michelle_schroeder@ncsu.edu, 919-513-0085

 

Joanna Lelekacs, NCGT Extension and Training Coordinator, joanna_lelekacs@ncsu.edu, 919-244-5269
  
John Day, NCGT Military Partnership Coordinator, john_day@ncsu.edu, 704-785-6670

 

Krista Morgan, Locally Grown Accounts Representative, Lowes Foods; and Lowes Foods Liaison, NC Growing Together, krista_morgan@lowesfoods.com, 336-775-3218 ext. 53218 

 

Patricia Tripp, NCGT Wholesaler Liaison, patriciatripp1@gmail.com, 336-458-6980 

 

JJ Richardson, NCGT Website and Communications Coordinator, jj_richardson@ncsu.edu, 919-889-8219 

 

This project is supported by the Agriculture and Food Research Initiative competitive grant no. 2013-68004-20363 of the USDA National Institute of Food and Agriculture. 

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