Scaling Up: Perspectives from Growers and Buyers on Barriers and Benefits to Wholesale Marketing of Local Fruits and Vegetables

Date
2012-10-01
Authors
Worley, Sally
Strobbe, Marc
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Leopold Center for Sustainable Agriculture
Abstract

This report that explores the challenges and opportunities to increasing wholesale fruit and vegetable sales in Iowa and outlines strategies for the statewide Local Food and Farm Initiative coordinated by the Leopold Center. The report summarizes interviews with 15 Iowa growers and 12 wholesale buyers with experience in the local produce wholesale market.

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