Among the highlights of the recent 2021 Great Plains Growers Conference are revelations found in research in market trends and approaches in the local foods arena. Presenters and panelists in the conference’s Marketing in the new Normalcy track affirmed what many have come to realize over the past year that: 1) there have been remarkable changes in how people shop for their food, and 2) there are opportunities for growers/producers of local foods to reach a rapidly changing and expanding market. In Kansas Specialty Crop Growers Association’s ambitious goals and objectives for 2021, we will be working to build resources, networking, and outreach to assist our grower members reach the potential these changing times offer.
As, again, many have come to realize, more people are now shopping for their food online. In a recent survey led by Colorado State University, nearly half of respondents shop for their food needs online, up from 33% a year before. Researchers also suggest that this will be a long-term trend. Shoppers will likely continue to shop online once COVID restrictions and precautions ease (Edmondson).
Graphic from Edmondson, Hailey. Local Food Systems Response to COVID-19.
While these trends have certainly benefited large distribution systems such as Amazon and Walmart, research shows that there are opportunities for smaller growers to tap into what is a growing market for local foods. As we watched early in the days of COVID, many producers destroyed untold tons and gallons of produce, meat and poultry, and dairy products as our principal distribution systems failed to adapt to the changing times. Smaller regional and local producers have, however, shown an ability to respond and adapt to the quickly changing markets seen over the past year (Woods, Tim).
People have picked up on this and have, for a number of reasons, shown a greater preference for things local. Over 70% of survey respondents reported that “supporting the local economy is” is important to them in their food purchases, and roughly 60% report that whether the “product is locally grown” influences their choices. 60-70% of respondents also report that “options about my purchasing method”—curbside pick-up, CSA’s, delivery, etc.—have also influenced their purchasing decisions this past year (Rossi).
Graphic from Rossi, Jairus. Local Food Systems Response to COVID-19.
To assist our grower members reach the potential offered in these changing times, Kansas Specialty Crop Growers Association is working in 2021 to:
Expand our organizational systems to better serve you
Create a user-friendly, searchable online directory for shoppers to find local growers, and for our grower members to find each other and share information
Strengthen member networking systems and tools to help grower members reach their goals and explore new possibilities.
KSCGA welcomes your support and involvement as we move ahead in 2021. Join us by making an annual membership commitment by visiting our website: www.kscga.org/membership. For more on our goals and vision and to inquire about how you may be able to help in our work ahead, please send us a note to: info@kscga.org.
For more on the research on changing markets and consumer decision making in the local foods arena, visit: lfscovid.localfoodeconomics.com/consumer-food-insights/
References:
Edmondson, Hailey (Colorado State University). Local Food Systems Response to COVID-19. Consumer Food Insights Series, LFS-CFI-04. Local Food Economics. localfoodeconomics.com/consumer-food-insights/.
Nixon, Katie (Green Gate Family Farm), Thellman, Scott (Juniper Hill Farms), Velez, Karin (Wolf Creek Family Farm). Online/ Delivery Adaptations. Panel Presentation at 2021 Great Plains Growers Conference. February 12. 2021.
Rossi, Jairus (University of Kentucky). Local Food Systems Response to COVID-19. Consumer Food Insights Series, LFS-CFI-05. Local Food Economics. Localfoodeconomics.com/consumer-food-insights/.
Woods, Tim (University of Kentucky). COVID Adaptations for Local Products: Building Better Beyond. Presentation at 2021 Great Plains Growers Conference. February 12. 2021.