Southwestern Michigan Marketing Plan for Locally-Grown Produce

Final Report for FNC98-203

Project Type: Farmer/Rancher
Funds awarded in 1998: $10,000.00
Projected End Date: 12/31/1998
Region: North Central
State: Michigan
Project Coordinator:
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Project Information


In order for smaller producers of fruits and vegetables to capture the local supermarket business, growers must assure volume deliveries and identify products with labels.

Objectives: 1) To develop and implement a marketing plan to differentiate between local and shipped-in produce, 2) to establish a consortium of local growers to market under a common label and 3) to target Michigan consumers to support and request lcoally grown produce.

The goal was to develop a container and label for exclusive use of growers in the consortium, pack the container only with premium quality produce and provide the volume to meet chain store needs.

Results: The project was extended to allow additional time to meet the goals fo the project.


Participation Summary
Any opinions, findings, conclusions, or recommendations expressed in this publication are those of the author(s) and do not necessarily reflect the view of the U.S. Department of Agriculture or SARE.