Sell More, Make More: Strategies for Marketing Large Volumes of Product Direct to Institutions
By Chhaya Kolavalli
With greater consumer acceptance and demand, many of the leading on-site institutional food service management companies are interested in buying locally raised farm products. Examples of institutions include: public and private schools, hospitals, prisons, day-care centers, senior centers, community colleges, private colleges, public universities, and employee dining facilities inside public and private offices and workplaces. By purchasing from local producers, institutions are able to serve meals made from fresh ingredients, while supporting their local economy. Often when sourcing locally, institutions can reduce spoilage by only buying what they need when they need it. Difficult to access specialty and highly perishable food products strengthen the appeal of local foods to institutional buyers. The potential exists for farmers to receive a great pay off from the extra effort of establishing connections with institutions.
For more information on different types of institutions and their unique needs, as well as an outline of the major benefits, challenges, strategies, and resources for selling direct to those institutions, CLICK HERE to print or download the Kansas Rural Center’s marketing strategies document Selling Wholesale to Institutions.
This resource document is an excerpt from Finding Your Niche, A Marketing Guide for Kansas Farms, published in January 2013 by the Kansas Rural Center. You may CLICK HERE to view the guide’s full Table of Contents and print or download other resource documents. Finding Your Niche: A Marketing Guide for Kansas Farms offers a great starting point for envisioning the potential your farm has to increase and respond to local demand.
To receive a printed and bound copy of the 200+ page guide, please order here or contact the Kansas Rural Center at 785-873-3431. A limited number of copies are available for a suggested fee of $25 to help cover printing, shipping and handling costs.