The farm-to-table movement has been very popular and thriving here
in East Texas. Last year, a steak restaurant opened up in our town
that sources their meat entirely from surrounding farms (one of
many). I love it! It is a trend that I support because our community
and environment both benefit from it.
I believe that the farm-to-table idea works exceptionally well for
smaller supermarkets that have a manageable customer base. If a
supermarket chain would like to participate in this movement, I
suggest they concentrate their efforts on just a few physical
locations to begin. The range of locally sourced produce should be
kept small initially and could include a range of vegetables and eggs
from free-range chickens. Depending on location, the offerings might
change, e.g., cheese could be sourced locally from communities in
Wisconsin, maple syrup from New Hampshire and Vermont, or beef
from Texas. Since most local foods are grown seasonally and often
have a short growing season, management should not cut ties to
existing (international) suppliers. For example, hens usually do not lay
eggs in winter, so a supermarket would have to rely on established
suppliers during this time. After all, the customer will expect available
produce all year long. Additionally, some customers might not be
interested in purchasing local foods, as it tends to be more
expensive. Supermarkets can advertise fresh and locally produced
food by giving it a particular area in the supermarket that points to
where the produce was sourced.
Locally sourced food is often more expensive as it is usually not
grown on a large (industrial) scale. Therefore, companies should
carefully introduce this type of food in small quantities to "test the
water" and determine its demand. Aside from the financial risk,
supermarkets should also ensure that suppliers are reliable and can
provide the needed products. Depending on location, the selection
might be minimal. There are also many benefits of incorporating
farm-to-market principles into the supply chain. For once, sourcing
food locally supports local communities and stimulates local
economies. In addition, companies that promote sustainability
significantly decrease their environmental footprint by having fewer
products shipped halfway across the country or world. Finally,
sourcing food locally will increase a company's reputation.
There are several things a supermarket needs to establish before
getting into a supplier relationship with local producers. Questions
that the parties should address include what products are available
and when. Can the supplier deliver a minimum quantity of a specific
product throughout the season? If not, is there another grower the
supermarket could reach out to? How long will produce last before it
goes bad (apples without a wax coating may perish sooner)? What
happens with products that the supermarket didn't sell (could be
repurposed in compost, etc.)?
A range of financial, environmental, and societal factors would
determine whether I implemented farm-to-market principles or not.
For example, is there a demand for local products? If yes, are
customers willing to pay enough so both the company and supplier
will profit? Once demand is established, can the supplier produce the
amount requested?
