US Programs Affecting Food and Agricultural Marketing

Volume 38 of the series Natural Resource Management and Policy pp 419-442


Local Food, Organics, and Sustainability

  • Dawn Thilmany McFaddenAffiliated withColorado State University Email author 

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There are a diverse set of factors driving new markets, programs, and brands for organic, local, and other sustainable foods. Certain groups of agricultural producers and the food industry are increasingly sharing information about production practices and the source of foods to differentiate products, segment consumer demand, and gain a competitive advantage. Marketing efforts are increasingly focused on the promotion of food attributes so that producer–consumer interaction in direct markets and food labels in more conventional food retail venues are increasingly important to market performance. By exploring the potential efficiency trade-offs of food systems that constrain production and distribution choices against models that may provide environmental, social, or other community benefits, this chapter provides an important synopsis of key criteria for policy discussions. An overview of the marketing programs that may play a role in shaping sustainable food system supply chain approaches concludes the chapter.