Retail produce buyers in Minneapolis, MN and Madison, WI were interviewed to see if there are opportunities for small-scale growers of certificed organic produce. Produce buyers considered organic produce to be good quality, appealing to customers who want to help protect the earth. Buyer’s views of their relationship with growers, changing sources of produce throughout the year, reasons why some stores don’t carry organic produce, and problems buyers have had when buying from local growers are discussed in the report. For growers ready to sell through the retail market, there are suggestions that include how to approach a buyer, design an availability sheet of products, project a professional image, and build confidence with retail produce buyers.
Center for Integrated Agricultural Systems
University of Wisconsin-Madison