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

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2012-10-01
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Worley, Sally
Strobbe, Marc
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Leopold Center for Sustainable Agriculture
The Leopold Center is a research and education center on the campus of Iowa State University created to identify and reduce negative environmental and social impacts of farming and develop new ways to farm profitably while conserving natural resources.
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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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