Supporting local businesses is seen as a way to not only increase local economic prosperity, but also make communities more vibrant. It’s about neighbors helping neighbors. And in the case of operators, it’s about local farmers being responsive.
A local grower can try new items and varieties, and respond quickly to customers. If a local restaurant says, “I’ll take 20 pounds per week of Padron peppers,” it won’t be long before those peppers are delivered to the back door.
A local grower can tell operators “if you want it, I will grow it.”
So what does this mean for the “non-local” grower? First, all growers must demonstrate their commitment to freshness. Operator demand for “fresh” is an opportunity to communicate efficiencies in your supply chain, including speed to market and quality-focused initiatives.
When it comes to sustainability, are you proactively communicating your company’s efforts? Have you spelled out how your company contributes to local economies?
If you are working with other growers or through associations to address resource use or other shared issues, have you told that story? Have you measured the outcomes of your efforts to share the true impact (i.e. gallons of water saved, pounds of plastic recycled, etc.)?
Paramount Citrus features employees on its boxes. Humanizing your company is an effective way to introduce narratives about your brand.
You can build trust — in part — through efforts related to food safety.
Have you adopted a food safety culture? Talk about not only steps you take to minimize risk, but also how providing safe food reflects your company’s values and commitment to doing the right thing. Also, think about how you may be able to provide value to customers where other local suppliers can’t.
Do you have data or access to trends info that you can share with operators? Are you trying new varieties? Can you serve as a resource related to menu innovation?
The trend toward locally grown produce is part of a larger, positive story in agriculture: food is playing a greater role in Americans’ consciousness and wellbeing, and fruits and vegetables play a central role in that.
From that perspective, we all win. Regardless of your size and physical address, demand for “local” calls on all of us to invest in communicating the stories of the good work happening in agriculture.
Tim York is CEO of Salinas, Calif.-based Markon Cooperative, made up of eight North American foodservice distributors. Centerplate is a monthly column offering a peek at “what’s now and next” for foodservice and the implications for the produce industry.