II. Statement of the problemIII. Research questionsIV. Research ProceduresV. Timeline and BudgetVI. Anticipated FindingsNRE 701, Master’s Project Planning Winter 2003Local Food Distribution Business CooperativeGroup: Gary Davis, Sara Deuling, Michael DiRamio, Leah Katz, Beth Murphy, Shelly RudnerI. Purpose of the Study- To analyze and make recommendations to overcome the barriers associated with linkingsmall growers (local and/or organic) to large purchasers (such as the University ofMichigan and local restaurants and markets).II. Statement of the problem- Large institutional and commercial food purchasers often cannot afford to deal directlywith several small food producers because of the complexity in such interactions.Therefore, it is common for such purchasers to work through wholesale distributors whoguarantee the quantity and the quality of food that will be available for large purchases.Unfortunately, this system does not account for the environmental impacts ofconventional large-scale food production and long-distance food transport. Conversely,this system does not encourage the consumption of locally grown or organic foodproducts. This is the situation that exists in Ann Arbor, Michigan – local food producersoften ship their food thousands of miles to wholesale distributors, while local buyers (e.g.restaurants, the University of Michigan) purchase food that, in turn, travels thousands ofmiles to reach Ann Arbor. The environmental costs of such transactions are enormous.III. Research questions- Is there a market in Ann Arbor, Michigan, in which a local food distribution cooperativewould thrive? This cooperative will link small local producers with large buyers,effectively guaranteeing supply (to the purchasers) and demand (to the producers). - What food products are available locally, and how does seasonality of produce affectpurchasing decisions?- How does information affect the food choices of consumers? How can the distributioncooperative (or other related entity) encourage the demand for locally grown foodproducts?IV. Research Proceduresa) Research methods- Survey and conduct semi-structured interviews with:o Local food producers to establish interest level and current production levels.Determine what produce is being grown in Washtenaw County and by whom.o Local food purchasers to establish interest level, purchasing requirements, andconsumption levels. o Local consumers (individuals) to establish interest level in local and organicfood sources, and to ascertain knowledge of subject, specifically about thecosts associated with food production and transportation.- Perform in-depth case studies of other cities with direct marketing cooperatives (indifferent stages of development).- Perform a literature review.1NRE 701, Master’s Project Planning Winter 2003b) Location- Ann Arbor, Michigan - Case study field session to one of the following cities: 1) Madison, WI; 2) Boston, MA; 3) Ithaca, NYc) Participants- Local food producers (farmers)- Local restaurants and retailers- Individual Consumers- University of Michigan (Food Stores, M-stores)- Slow Food (Ann Arbor convivium)d) Treatment of Data- Statistical analysis of surveys - Compilation of interview responses- Compilation of case study findings- Development of comprehensive guidelines and recommendations based on data for:o Creation of direct marketing cooperativeo Consumer education component and/or branding campaigne) Physical Products- Comprehensive directory of local producers that includes location, modes ofproduction, crops grown, specialty items, participation in associations, etc.- Environmental Education Display V. Timeline and Budget- Timeline:◦April-August 2003: Make local contacts, initiate local interview process, draftsurveys, perform preliminary case study research, travel to one case study locale forinterviews and on-site research◦September-December 2003: Complete local surveys and interviews, compile andanalyze data◦January-April 2004: Complete data analysis, write up findings, submit products toclient for review and implementation as appropriate- Budget:Copies/paper $800.00TransportationLocal $50.00Out of State $200.00Lodging ($60/day for 3 days) $180.00Food Stipend (2 individuals) $120.00Consulting services $700.00Total: $2050.002NRE 701, Master’s Project Planning Winter 2003VI. Anticipated Findings- We will find a high level of interest and enthusiasm among local food producers for a direct marketing cooperative. There will also be a significant interest among local commercial purchasers contingent upon our demonstration of adequate supply. We expect to find that the Ann Arbor area is a prime site for the establishment of a direct marketing cooperative for local food products.- Individual consumer choices change according to the level of information available. If consumers have more information about the benefits of local and organic food products (and about the harmful impacts of large-scale conventional agriculture), in the absence of a significant price premium, they will choose to consume local and organic food products. Education will stimulate the demand for these products.VII. Selected References and Readings Community Food Security Coalitionhttp://www.foodsecurity.org/index.htmlCornell University:http://www.cals.cornell.edu/agfoodcommunity/afs_temp3.cfm?topicID=262MI Dept. of Ag. Select Michigan program:http://www.michigan.gov/mda/0,1607,7-125-1570---,00.html Slow Food USA:http://www.SlowFoodUSA.org/Michigan Organic Food and Farm Alliancehttp://www.moffa.org/Local Harvesthttp://www.LocalHarvest.org/index.jspCenter for Integrated Agricultural Systems http://www.wisc.edu/cias/Agriculture, Food & Human Values http://web.clas.ufl.edu/users/rhaynes/afhvs/ Wisconsin Food Systems Partnership http://www.cals.wisc.edu/wfsp/Pioneer Valley Growers Association (Boston)
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