Local Food Movement Gains Momentum


Rabobank study explores impact of increased consumer demand for local, fresh 
produce; California growers and shippers face biggest challenge 
Fresno, Calif. (Feb. 14, 2013) ‐ Consumer desire for a stronger connection to the 
farmers who grow their food is creating a demand shift in the U.S. produce industry. 
The move is highlighted in a report released today by Rabobank’s Food & 
Agribusiness Research and Advisory (FAR) group titled “Local Foods: Shifting the 
Balance of Opportunity for Regional U.S. Produce.” The report finds the growing 
local food movement, in which consumers seek out and purchase foods grown in 
closer proximity to them, is causing smaller regional producers to take market share 
from established producers who don’t qualify as locally sourced. 
Local buying opportunities such as farmers markets and roadside stands have long 
existed, but in more recent years, have gained popularity with consumers who want 
a better understanding and connection to their food. Such interest has changed the 
competitive landscape of the U.S. produce industry as supermarkets and restaurants 
have latched onto the local trend. This movement has evolved into a permanent 
mainstream trend, which is generating more opportunities for regional U.S. growers 
who traditionally had less market share than larger, more well‐established national 
“Fresh, local produce has become a signature part of the produce section in many 
U.S. supermarkets and consumers are taking advantage of the option,” said Karen 
Halliburton Barber, assistant vice president and senior agricultural analyst with 
FAR and the author of the report. “In order to fill this need, retailers are turning to 
regional and local growers, creating an above‐normal increase in competition for 
the summer season business of producers in California, the traditional national 
growing region for U.S. produce.” 
The report highlights the explosion of regional U.S. production in areas such as 
Oregon, Washington, Michigan, the Ohio Valley, Georgia, Florida, Wisconsin, New 
York, New Jersey and the Carolinas. Many growers in those regions have seized the 
opportunity and expanded their acreage to accommodate the increased demand. 
“Most growers in California are banking on their hard‐won reputation for 
consistency, quality and safety of their products,” said Barber. “However, other 
national producers are recognizing the need to adapt to more local demand and 
have begun partnering with larger regional producers.” 
Barber’s report goes on to note that the local food movement appeals to various 
consumer groups for several reasons, including an interest in sustainability and the 
reduction of ‘food miles,’ a desire for organic and natural foods and ethical issues. 
Many consumers view agriculture as the core of their community identity and feel 
compelled to make local purchases they believe have a greater social impact. 
However, a move to a stronger local focus isn’t without its challenges. The 
conventional industry view is that locally grown food is more expensive and less 
efficient simply relating to economies of scale. In addition, global food production 
compared to local offers the advantages of year‐round accessibility to specific foods, 
thus increasing global free trade – ideally leading to the reduction of global hunger 
and driving economic growth. 
The report concludes that the local foods trend will continue to expand for fresh 
produce over the next five years and continue to offer opportunities for retailers 
and foodservice operators to attract customers. It points out that national growers, 
specifically in California, will need to adapt their business models to accommodate 
the desire for local, fresh produce. 
A full copy of the report is available to the media upon request. Please note that the 
report is for informational purposes only and may not be reproduced, distributed or 
published in whole or in part, for any purpose, except with prior written consent by 
Rabobank International. 
About Rabobank, N.A. 
Rabobank, N.A. is a California community bank and a leading provider of 
agricultural financing and full‐service banking products to California consumers, 
businesses and the agriculture industry. With nearly 120 retail branches, we serve 
the needs of communities from Redding to the Imperial Valley through a regional 
structure that promotes local decision‐making and active community involvement 
by our employees. 
Rabobank, N.A. is a division of the Rabobank Group, the premier lender to the global 
food and agricultural industry and a financial services leader providing commercial, 
retail and agricultural finance solutions in 48 countries around the world. From its 
century‐old roots in the Netherlands, Rabobank has grown into one of the world’s 
largest and safest banks. www.rabobankamerica.com 
About Rabobank International Food & Agribusiness Research and Advisory 
The Rabobank International Food & Agribusiness Research and Advisory (FAR) 
group is a global team of more than 80 analysts who monitor and evaluate global 
market events that affect agriculture worldwide. This international team works to 
gather key insights into commodity markets; conduct in‐depth analysis of the 
factors that drive sector success (or failure); and look at the megatrends that 
ultimately influence clients’ capital strategy. These analysts are internationally 
respected experts in everything from protein to produce, inputs to oilseeds, and 
their knowledge is shared regularly with Rabobank, N.A. customers. 
CONTACT: Andy Frokjer 
VP/Marketing Communications Manager 
(805) 473‐6885 

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