Fourteenth International Conference on Food Studies

Abstract

With the local foods movement now firmly entrenched in the public imagination and a feature of economic webs in many cities and regions around the world, we can use successful local food markets as case studies for understanding local food consumption patterns. In this study we examine a comprehensive database of all food sales spanning 13 years at a pioneering local food market in Wooster, Ohio, USA. We analyze over 2 million sales data points to reveal a number of interesting trends, among them: There are predictable seasonal patterns in the rise and fall of sales at the market. There is a notable increase over time in the proportion of sales accounted for by takeaway foods produced in the market’s commercial kitchen. Coop members spend more on average per visit than customers who are not members. A successful market needs a balance between a small number of large-volume producers, who dominate sales with a handful of products, and a deep pool of smaller-volume producers, who bring a diversity of products to the market shelves. We also examine the impact of introducing items produced from further outside the local geographic radius for the purpose of product diversification in the market. We conclude by highlighting takeaway conclusions of use to other aspiring local food markets.