Great Lakes Organic Produce in Wholesale and Retail Grocery Markets: Opportunities and Challenges from Michigan
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Demand for organic products continues to grow by about 20 percent per year, and certified organic farmers continue to receive premium prices for most organic fresh produce. Currently, most conventional supermarket and wholesale buyers purchase produce from large-scale domestic or international grower-shippers. We investigate the potential of increasing the preponderance of Great Lakes Organics (GLO) as produce defined by "organic" and provenance, as well as by other attributes (e.g., sustainable, agro-ecological farming methods; small- to medium-scale family farm; socially just; and other values) which may be embedded in the product. The limited participation of GLO in conventional retail market channels prompts two main research questions: (i) can GLO enter retail and wholesale market outlets? and (ii) what policy and firm strategies would address market barriers and improve the GLO's competitive advantages in the Upper Great Lakes?