Greenberg worked with these growers, CIAS, and the CDS s Organic Alliance to complete her report Selling Certified Organic Produce to Retail Produce Markets in the Upper Midwest. According to produce buyers, customers like locally raised produce because of its freshness and the opportunity it offers to support local farmers. Buyers also appreciate the fact that local growers can get to market faster than those shipping long distances, resulting in fresher products with longer shelf lives. The retail produce buyers interviewed raised several issues that are key to their work with growers. Quality was the most important issue cited by all buyers.
Consistent quality means a predictable product for customers.
Most buyers of locally raised organic produce felt that it can be of higher quality than conventional or shipped organic produce. When it comes to quality, many buyers want it all produce that is shaped and sized consistently and of uniform ripeness and flavor, Greenberg says. Price is another key issue identified by the buyers. In season, locally raised organic produce can be less expensive than conventional shipped produce, but it is often more expensive. Even with a higher price, some stores and buyers such as natural food stores will purchase it because of its freshness and the fact that customers willingly buy it.