seed capital kentucky demand study

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1 The Louisville Local Food Demand Analysis PREPARED FOR Seed Capital Kentucky & Louisville Metro December 2012

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Seed Capital Kentucky Demand Study

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Page 1: Seed Capital Kentucky Demand Study

1

The Louisville Local Food Demand Analysis

PREPARED FOR Seed Capital Kentucky & Louisville MetroDecember 2012

Page 2: Seed Capital Kentucky Demand Study

2

Executive Summary 3

Introduction & Background 6

Methodology 8

Partners & Roles 8

Secondary Research 8

Primary Research 9

Context: Jefferson County’s Food Landscape 13

Data Analysis 23

Commercial Survey 23

Consumer Survey 36

Commercial Buyers & Consumers: Common Themes 43

Conclusion and Recommendations: Using this Study 45

Introduction to the Vignettes 45

More Tools for More Food 46

Farm to Food Processor 50

Increasing Healthy Food Options at Retail 56

Pulling It All Together 62

Page 3: Seed Capital Kentucky Demand Study

3

The Background The Louisville Local Food Demand Analysis is a comprehensive, qualitative and quantitative analysis of demand

t�µ¿ ��U>�¿ t��_¿ ��¿��É�¸Ð���g¿�gÁµ�¾�gttgµ¸��¿�É�ÁÓ\¿�g�ÁÉU�Ó¦¿-gg_¿>¡�Á>�¿�g�ÁÉU�Ó\¿ >¿����¡µ�ÚÁ¿Ñ�Á�¿ Á�g¿

mission to catalyze the success and resilience of regional agriculture and the regional food economy, engaged

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Á��¸¿�É�Á��¸Á>�g���_gµ\¿�É�Á��¡>µÁ�gµ¿µg¸g>µU�¿¡µ�Ug¸¸¦¿/�g¿Ú�_��y¸¿Ñ���¿

Lg¿É¸g_¿Á�¿¸É¡¡�µÁ¿gtt�µÁ¸¿LÓ¿�>Ó�µ¿�µgy¿��¸U�gµ¿>�_¿�Á�gµ¸¿Á�¿Uµg>Ág¿

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regional, integrated economic development strategy.

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gU����Ó¦¿ ��¿ ÇÙ��\¿ ��É�¸Ð���g¿ µg¸�_g�Á¸¿ ¸¡g�Á¿ eÇ¿ L������¿ ��¿ t��_\¿

>¡¡µ�Ò��>Ág�Ó¿e�¦Ç¿L������¿��¿t��_�>Á����g¿>�_¿elÙÙ¿�������¿��¿t��_�

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Lɸ��g¸¸g¸¿ >�_¿ ¡���UÓ¿�>�gµ¸¿ >µg¿ U����ÁÁg_¿ Á�¿ yµ�Ñ��y¿ ��U>�¿ t��_²¸¿

¸�>µg¿�t¿Á��¸g¿_���>µ¸¦¿��É�¸Ð���g¿�gÁµ�¿y�Ðgµ��g�Á¿g�¡��Ó¸¿>¿�>µ�¿Á�¿/>L�g¿��µ_��>Á�µ¿U�>µyg_¿Ñ�Á�¿�>���y¿

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restaurants and retailers are sourcing and merchandising local foods.

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��¸É�gµ¸¿>Uµ�¸¸¿Á�g¿_g��yµ>¡��U¿¸¡gUÁµÉ�¿Ñ>�Á¿��µg¿��U>�¿tµg¸�\¿¡µg¡>µg_¿>�_¿¡µ�Ug¸¸g_¿t��_\¿>Á¿��Ñgµ¿

¡µ�Ug¸\¿>�_¿Á�gÓ¿Ñ>�Á¿Á�¿LÉÓ¿Á�>Á¿t��_¿Ñ�gµg¿Á�gÓ¿>�µg>_Ó¿¸��¡¦¿���gµU�>�¿LÉÓgµ¸¿µgU�y��×g¿Á�>Á¿LÉÓ��y¿>�_¿

¸g����y¿��µg¿��U>�¿t��_¿Ñ���¿µgªÉ�µg¿>__�Á���>�¿��tµ>¸ÁµÉUÁɵg¿>�_¿¸É¡¡�µÁ\¿Á�g¿���_¿�t¿U>¡�Á>�¿��¡µ�Ðg�g�Á¸¿Á�>Á¿

�>Ó¿µgªÉ�µg¿¡ÉL��U¿>�_¿¡µ�Ð>Ág¿_���>µ¸\¿LÉÁ¿>µg¿�gg�¿Á�¿yµ�Ñ¿Á�g�µ¿��U>�¿t��_¿¡ÉµU�>¸g¸¦¿

�É�_>�g�Á>�¿ t>UÁ�µ¸¿ Á�>Á¿Ñ���¿ É�_gµ��g¿ Á�g¿ ¸ÉUUg¸¸¿ �t¿ ��É�¸Ð���g²¸¿ ��U>�¿ t��_¿ gU����Ó²¸¿ U��Á��Ég_¿ yµ�ÑÁ�¿

include:

T½ Strategic efforts¿Á�¿Á>UÁ�U>��Ó¿gÒ¡>�_¿��U>�¿t��_²¸¿¡µg¸g�Ug¿�ɸÁ¿LÉ��_¿��¿¡µ�Ðg�¿gtt�µÁ¸¦

T¿ �ggÁ��y¿_g�>�_¿t�µ¿��U>�¿t��_¿_g¡g�_¸¿��¿��Uµg>¸g_¿ÁµÉ¸Á¿>�_¿¸Áµ��y¿U���É��U>Á���¿LgÁÑgg�¿LÉÓgµ¸¿

and producers.

T¿ gÑ¿¡�Ó¸�U>�¿infrastructure¿t�µ¿>yyµgy>Á���\¿¡µ�Ug¸¸��y¿>�_¿_�¸Áµ�LÉÁ���¿Ñ���¿Lg¿�gg_g_¿Á�¿>UU����_>Ág¿

increased supply.

T½ Supportn¿ÁgU���U>�\¿Lɸ��g¸¸\¿�>µ�gÁ��y\¿>�_¿U��¸É�gµ¿g_ÉU>Á���n¿�¸¿�gg_g_¿Á�¿g�¸Éµg¿Á�>Á¿¡µ�_ÉUgµ¸\¿

U���gµU�>�¿LÉÓgµ¸¿>�_¿U��¸É�gµ¸¿�>�g¿Lg¸Á¿É¸g¿�t¿>Ð>��>L�g¿¸É¡¡�Ó¦

T½ Tracking¿ >�_¿ Áµ>U��y¿ ��Uµg�g�Á>�¿ yµ�ÑÁ�¿ >�_¿ Á�g¿ ¸Á�µ�g¸¿ Lg���_¿ Á�g¿ t��_¿ �¸¿ g¸¸g�Á�>�¿ Á�¿ �>��Á>����y¿

���g�ÁÉ�¿>�_¿�>���y¿Á�g¿U>¸g¿t�µ¿yµ�ÑÁ�¦

T¿ Farmers have the capacity and desire to increase supply\¿LÉÁ¿ Á�gÓ¿�gg_¿>¸¸Éµ>�Ug¿Á�>Á¿ Á�g¿_g�>�_¿ �¸¿

µg>�¦¿��Áµ>UÁ¸¿LgÁÑgg�¿LÉÓgµ¸¿>�_¿t>µ�gµ¸¿Ñ���¿¡µ�Ð�_g¿Á�g¿¸gUɵ�ÁÓ¿Á�gÓ¿�gg_¿Á�¿Á>�g¿µ�¸�¸¿>�_¿�>�g¿

investments.

Supporting “local farmers and the

local economy will make the city a better place.”

Executive Summary

Page 4: Seed Capital Kentucky Demand Study

4

The Findings /�g¿�g�>�_¿��>�Ó¸�¸²¿µg¸g>µU�¿�gÁ��_¸¿Ñgµg¿_�Ðgµ¸g¿>�_¿��U�µ¡�µ>Ág_¿Á�g¿t����Ñ��y[

T¿ �¿¸Ó�Á�g¸�¸¿�t¿gÒ�¸Á��y¿_>Á>¿>�_¿µg¸g>µU�¿��¿Á�g¿U��ÁgÒÁ¿�t¿_g�>�_\¿��U�É_��y¿t>UÁ�µ¸¿��ÛÉg�U��y¿>�_¿

impacts resulting from food purchasing and consumption in Louisville and insights into Kentucky and

Southeast Indiana’s agricultural character;

T¿ ��µg¿Á�>�¿Ãu¿�¡g��g�_g_\¿��ɵ����y¿��ÁgµÐ�gѸ¿>�_¿t�Uɸ¿yµ�É¡¸¿Ñ�Á�¿U��¸É�gµ¸\¿¡µ�_ÉUgµ¸¿>�_¿

U���gµU�>�¿LÉÓgµ¸»

T¿ �¿ ¸ÉµÐgÓ¿ �t¿ ¼u¿ U���gµU�>�¿ LÉÓgµ¸¿ µg¡µg¸g�Á��y¿ �Ù¼¿ ��U>Á���¸¿ L>¸g_¿ ��¿ >¿ µ>�_��¿ >�_¿ ¸Áµ>Á�Úg_¿

¸g�gUÁ���¿�t¿>��¿��É�¸Ð���g¿U���gµU�>�¿t��_¿LÉÓgµ¸»¿>�_¿

T¿ �¿¸ÉµÐgÓ¿�t¿wÇ�¿U��¸É�gµ¸¿L>¸g_¿��¿>¿_g��yµ>¡��U>��Ó¿µg¡µg¸g�Á>Á�Ðg¿¸>�¡�g¦

/�g¿�g�>�_¿��>�Ó¸�¸¿Ó�g�_g_¿Á�g¿t����Ñ��y¿�gÓ¿Ú�_��y¸[

Un-met demand greatly outstrips current supply of local food in Louisville.

T¿ Louisville residents currently spend $100 million on local foods, and are

��Ágµg¸Ág_¿��¿¡ÉµU�>¸��y¿>�¿>__�Á���>�¿e�ul¿�������¿g>U�¿Óg>µ\¿t�µ¿>¿Á�Á>�¿

_g�>�_¿�t¿eÇul¿�������

T¿ ���gµU�>�¿LÉÓgµ¸¿Uɵµg�Á�Ó¿̧ ¡g�_¿eÇ�w¿�������¿��¿��U>�¿t��_¸\¿>�_¿Ñ�É�_¿

Lg¿Ñ�����y¿Á�¿¸¡g�_¿>�¿>__�Á���>�¿e�Ã�¿�������\¿t�µ¿>¿Á�Á>�¿�t¿eÃuÿ�������¦

T¿ �ÉU�¿�t¿ Á�g¿ t��_¿ Á�g¿ U���gµU�>�¿ ¸gUÁ�µ¸¿¡ÉµU�>¸g¿Ñ���¿ Lg¿�>�_�g_\¿

transformed and resold in a variety of outlets, leveraging that $353

�������¿��¿��U>�¿t��_¿¡ÉµU�>¸g¸¿Á�¿U��Áµ�LÉÁg¿>�¿g¸Á��>Ág_¿elÙÙ¿�������¿

to the local economy.1

T¿ �ggÁ��y¿ U���gµU�>�¿ LÉÓgµ¸²¿ Ð�µ>U��ɸ¿ _g�>�_¿ t�µ¿ ��U>�¿ t��_¿ Ñ���¿

U��Áµ�LÉÁg¿ Á�¿ ¸>Á�¸tÓ��y¿ ��É�¸Ð���g¿ U��¸É�gµ¸²¿ eÇul¿ �������¿ _g�>�_\¿

Ñ�Á�¿>LÉ�_>�Ug¿Á�¿¸�>µg¿Ñ�Á�¿Ð�¸�Á�µ¸\¿U���ÉÁgµ¸\¿>�_¿U��¸É�gµ¸¿>�_¿

Ñ���g¸>�g¿LÉÓgµ¸¿LgÓ��_¿�gttgµ¸��¿�É�ÁÓ²¸¿L�µ_gµ¸\¿Á�ɸ¿LgU����y¿>¿

meaningful economic driver for the city and county.

Almost 72% of Jefferson County consumers are already buying some amount of local food.

T¿ �g�>�_¿�¸¿µg�>Á�Ðg�Ó¿U��¸�¸Ág�Á¿>Uµ�¸¸¿��U��g¿�gÐg�¸¿>�_¿>yg¸\¿Ñ�Á�¿��y�gµ¿��U��g¿U��¸É�gµ¸¿£�Ðgµ¿

e¼u\ÙÙÙ¿��ɸg���_¿��U��g¤¿>�_¿��_gµ¿U��¸É�gµ¸¿£uu¨¤¿¸��y�Á�Ó¿��µg¿���g�Ó¿Á�¿¡ÉµU�>¸g¿��U>�¿t��_¸¦¿

T¿ +É>��ÁÓ¿�¸¿Á�g¿�É�Lgµ¿��g¿t>UÁ�µ¿��ÛÉg�U��y¿¡ÉµU�>¸��y¿_gU�¸���¸\¿t����Ñg_¿LÓ¿¡µ�Ug¦¿

Local food means better food, and consumers are willing to devote more of their monthly food budgets to local

food— on average, twice as much as they currently spend.

T¿ ��µg¿Á�>�¿�uæ¿¡gµUg�Ðg¿��U>�¿t��_¿Á�¿Lg¿��µg¿Û>Ð�µtÉ�¿>�_¿

of generally equal or superior quality compared to foods from

g�¸gÑ�gµg¦

T¿ ��¸É�gµ¸¿ >µg¿Ñ�����y¿ Á�¿ ¡ÉµU�>¸g¿ ��U>�¿ t��_¸¿ �t¿ >��¿ ÁÓ¡g¸\¿

Ñ�Á�¿¸Áµ��yg¸Á¿��Ágµg¸Á¿��¿��U>�¿tµÉ�Á¸¿>�_¿ÐgygÁ>L�g¸¦¿

T¿ "�¿>Ðgµ>yg¿>Uµ�¸¸¿>��¿��U��g¿L>�_¸\¿�t¿�Á¿�gÁ¿Á�g�µ¿gÒ¡gUÁ>Á���¸¿

of quality and price, consumers currently purchasing local

t��_¸¿ Ñ�É�_¿ ¸¡g�_¿ ��µg¿ Á�>�¿ eÇÙÙ¿ ��¿ ��U>�¿ t��_¸¿ g>U�¿

���Á�\¿��µg¿Á�>�¿ÁÑ�Ug¿Ñ�>Á¿Á�gÓ¿¸¡g�_¿��Ѧ¿

�¿ ¿/��¸¿Úyɵg¿Á>�g¸¿��Á�¿>UU�É�Á¿Á�g¿Ð>�Ég¿Á�>Á¿Ñ���¿Lg¿>__g_¿Á�¿��U>�¿t��_¿>¸¿�Á¿��Ðg¸¿Á�µ�Éy�¿Á�g¿¸É¡¡�Ó¿U�>��¿>�_¿�¸¿µg�¸��_¿��¿Ð>µ��ɸ¿t�µ�¸¿LÓ¿>�_¿Á�¿�>�Ét>UÁɵgµ¸\¿_�¸Áµ�LÉÁ�µ¸\¿µgÁ>��gµ¸\¿µg¸Á>ɵ>�Á¸\¿>�_¿��¸Á�ÁÉÁ���>�¿t��_¿¸gµÐ�Ug¿U��¡>��g¸¦¿�Á¿�¸¿>�¿g¸Á��>Ág\¿L>¸g_¿��¿��_ɸÁµÓ¿¸Á>�_>µ_¿U�¸Á¸¿�t¿y��_¸¿¸��_¿£"�-¤\¿Ñ��U�¿Ð>µÓ¿LÓ¿¸gUÁ�µ¦

Executive Summary

Total demand for local foods

in Louisville is $258

million among consumers and $353

million among commercial

buyers.

“I expect local food to be better (than food from further

away). And it makes me feel better, buying local.”

Page 5: Seed Capital Kentucky Demand Study

5

Commercial buyers of all kinds are working to keep up with consumer demand.

T¿ ��µg¿Á�>�¿½Ãæ¿�t¿¸ÉµÐgÓg_¿U���gµU�>�¿t��_¿LÉÓgµ¸¿��Ág�Á���>��Ó¿¡ÉµU�>¸g¿��U>�¿t��_¸¦

T¿ *µ�_ÉUÁ¿U��¸�¸Ág�UÓ\¿t����Ñg_¿LÓ¿Á>¸Ág¿>�_¿¡µ�Ug\¿>µg¿Á�g¿��¸Á¿��¡�µÁ>�Á¿t>UÁ�µ¸¦¿/�g¿µg¸Á>ɵ>�Á¿¸gUÁ�µ¿

�ÐgµÑ�g����y�Ó¿ �_g�Á�Úg_¿ _�¸Áµ�LÉÁ���¿ ¸gµÐ�Ug¸¿ >�_¿ ¸ÉtÚU�g�Á¿ Ð��É�g¿ >¸¿ �gÓ¿ t>UÁ�µ¸¿ Á�¿ ��Uµg>¸��y¿

¡ÉµU�>¸g¸\¿Ñ���g¿¸É¡gµ�>µ�gÁ¸¿¡µ��µ�Á�×g¿¡µ�Ug¦¿

Over 73% of commercial buyers said that they buy local food in order to support local business and the local

economy.

T¿ "Ðgµ¿u�æ¿LÉÓ¿��U>�¿Á�¿¸É¡¡�µÁ¿��U>�¿t>µ�gµ¸¦¿

T¿ ��µg¿ Á�>�¿ ¼læ¿ ��_�U>Ág_¿ Á�>Á¿ Á�gÓ¿ ¸gg¿ ��Ðg¸Á�g�Á¿ ��¿ ��U>�¿ t��_¿ >¸¿ >¿ Ð�>L�g¿ >�U��µ¿ t�µ¿ >¿ Lµ�>_gµ¿

economic development policy.

87% of commercial buyers who don’t currently buy local said that they would if barriers were eliminated.

T¿ ����y¿U���gµU�>�¿LÉÓgµ¸¿Ñ��¿Uɵµg�Á�Ó¿_�¿��Á¿LÉÓ¿��U>�¿t��_¸\¿>���¸Á¿wwæ¿�>Ðg¿¡µgÐ��ɸ�Ó¿_��g¿¸�¿

LÉÁ¿¸Á�¡¡g_¿_Ég¿Á�¿�¸¸Ég¸¿Ñ�Á�¿¡µ�_ÉUÁ¿¡>U�>y��y\¿�>U�¿�t¿_�¸Áµ�LÉÁ���¿¸gµÐ�Ug¸\¿��¸ÉtÚU�g�Á¿>Ð>��>L�g¿

¸É¡¡�Ó\¿>�_¿��>L���ÁÓ¿Á�¿ygÁ¿��U>�¿t��_¸¿tµ��¿Á�g�µ¿U��¡>��g¸²¿>¡¡µ�Ðg_¿Ðg�_�µ¸¦

T¿ *µ�_ÉUÁ¿¡µ�Ug¿>�_¿�>U�¿�t¿_�¸Áµ�LÉÁ���¿¸gµÐ�Ug¸¿Ñgµg¿Á�g¿�gÓ¿�L¸Á>U�g¸¿�gg¡��y¿Á��¸g¿Ñ��¿�>Ðg¿�gÐgµ¿

purchased local foods from doing so.

T¿ ��ÁgµÐ�gѸ¿Ñ�Á�¿¡µ�_ÉUgµ¸¿>��y�g_¿Ñ�Á�¿U���gµU�>�¿LÉÓgµ¿¸ÉµÐgÓ¿Ú�_��y¸\¿��_�U>Á��y¿Á�>Á¿Á�g¿yµg>Ág¸Á¿

¸É¡¡�Ó�¸�_g¿ �gg_¿ �¸¿ ��Uµg>¸g_¿ g>¸g¿ �t¿ >UUg¸¸¿ Á�¿�>µ�gÁ\¿ ��U�É_��y¿ >yyµgy>Á���\¿ _�¸Áµ�LÉÁ���\¿ ¸>�g¸\¿

marketing and crop planning infrastructure and services.

The Action: Using the Data

/�g¿>UÁ���¸\¿����Ð>Á���¸¿>�_¿��Ðg¸Á�g�Á¸¿�t¿��Ágµg¸Ág_¿¡>µÁ�g¸¿tµ��¿�>�Ó¿¸gUÁ�µ¸¿Ñ���¿Lg¿g¸¸g�Á�>�¿Á�¿yµ�Ñ��y¿

the city’s capacity to meet this extensive demand for local foods. Investments of capital, technical expertise,

���y�Ð�gÑ¿Á������y\¿>�_¿U���>L�µ>Á���¿Ñgµg¿>��¿��Ág_¿>¸¿�gÓ¿>UÁ���¸¿�gg_g_¿Á�¿yµ�Ñ¿Á�g¿��U>�¿t��_¿gU����Ó¦¿

/�g¿�g�>�_¿��>�Ó¸�¸¿U��U�É_g¸¿Ñ�Á�¿Ð�y�gÁÁg¸¿Á�>Á¿Ñgµg¿_g¸�y�g_¿Á�¿>�¸Ñgµ¿Á�¿Á�g¿ªÉg¸Á���[¿��Ñ¿U>�¿�¿É¸g¿

Á�g¿Ú�_��y¸¿�t¿Á��¸¿¸ÁÉ_Ó¿Á�¿�g�¡¿yµ�Ñ¿��É�¸Ð���g²¸¿t��_¿>�_¿>yµ�UÉ�Áɵg¿gU����Ó«¿/�g¿Ð�y�gÁÁg¸¿gÒ¡��µg¿Á�µgg¿

¡>Á�¸¿Á�Ñ>µ_¿yµ�Ñ��y¿��É�¸Ð���g²¸¿t��_¿¸Ó¸Ág�[¿

T¿ “More Tools for More Food” looks at the need for physical infrastructure and complementary technical

support;

T¿ “Farm to Food Processor” focuses on incentive programs to increase local procurement; and

T¿ “Increasing Healthy Food Options at Retail” directs attention to making local food part of existing and

�gÑ¿¸Áµ>Ágy�g¸¿Á�¿��Uµg>¸g¿>UUg¸¸¿Á�¿�g>�Á�Ó¿t��_¸¿Á�µ�Éy��ÉÁ¿Á�g¿U�ÁÓ¦

The concept underlying these vignettes is the “3 legged stool” that stands at the foundation of a healthy society

and a healthy food system, and provides insight into the importance stakeholder engagement across sectors:

�¤¿>�¿gttgUÁ�Ðg¿>�_¿>UU�É�Á>L�g¿y�Ðgµ��g�Á¿¸gUÁ�µ\¿Ç¤¿>¿_Ó�>��U¿¡µ�Ð>Ág¿¸gUÁ�µ\¿>�_¿Ã¤¿>¿Ð�Lµ>�Á¿U�Ð��¿¸�U�gÁÓ\¿

�µ¿��Á¿t�µ¿¡µ�ÚÁ¿¸gUÁ�µ¦¿

��É�¸Ð���g²¸¿ ¡g�¡�gn¿ ¡���UÓ¿ �>�gµ¸\¿ ���¡µ�ÚÁ¿ �g>_gµ¸\¿ ¡µ�_ÉUgµ¸\¿ t��_¿ Lɸ��g¸¸g¸\¿ ¡µ�Ð>Ág¿ ��Ðg¸Á�µ¸¿ >�_¿

U��¸É�gµ¸n¿U>�¿ÉÁ���×g¿Á��¸¿�g�>�_¿��>�Ó¸�¸²¿Ðgµ�ÚU>Á���¿�t¿>�_¿�É>�Ug_¿_gÁ>��¿>L�ÉÁ¿Á�g¿¸Áµ��y¿_g�>�_¿t�µ¿

local food to immediately develop and execute a long-term economic and community development strategy

t�µ¿>¿Ð�Lµ>�Á¿>�_¿_Ó�>��U¿��U>�¿t��_¿gU����Ó¿��¿��É�¸Ð���g¦

Executive Summary

Page 6: Seed Capital Kentucky Demand Study

6

The Louisville Local Food Demand Analysis is a comprehensive, qualitative and quantitative analysis

�t¿ _g�>�_¿ t�µ¿ ��U>�¿ t��_¿ ��¿ ��É�¸Ð���g¿ �gÁµ�¾�gttgµ¸��¿ �É�ÁÓ\¿ �g�ÁÉU�Ó¦¿ /��¸¿ ¸ÁÉ_Ó²¸¿ Ú�_��y¸¿

Ñ���¿ Lg¿ ɸg_¿ Á�¿ yÉ�_g¿ ��É�¸Ð���g¿ �gÁµ�¾�gttgµ¸��¿ �É�ÁÓ²¸¿ ��y���y¿ gtt�µÁ¸¿ Á�¿ ¡µ�Ð�_g¿ �ÉÁ�gÁ¸¿ >�_¿

U�>��g�¸¿ t�µ¿ Á�g¿ yµ�Ñ��y¿ _g�>�_¿ t�µ¿ ��U>�¿ t��_¿ Ñ�Á���¿ Á�g¿ U�ÁÓ¾U�É�ÁÓ¿ �ɵ�¸_�UÁ���\¿ >¸¿ ¡>µÁ¿ �t¿ >¿

U��¡µg�g�¸�Ðg¿ gU�����U¿ _gÐg��¡�g�Á¿ ¸Áµ>ÁgyÓ¿ Á�>Á¿ ����¸¿ µÉµ>�¿ ¡µ�_ÉUÁ���¿ Ñ�Á�¿ ɵL>�¿ U��¸É�¡Á���¦¿¿

-gg_¿>¡�Á>�¿�g�ÁÉU�Ó\¿>¿����¡µ�ÚÁ¿Ñ�Á�¿Á�g¿��¸¸���¿Á�¿yµ�Ñ¿Á�g¿µgy���>�¿>yµ�UÉ�Áɵg¿>�_¿��U>�¿t��_¿gU����Ó\¿

g�y>yg_¿�>µ¡¿,g¸�ɵUg¸\¿>¿ gÑ¿9�µ�¿�ÁÓ�L>¸g_¿t��_¿>�_¿>yµ�UÉ�Áɵg¿U��¸É�Á��y¿Úµ�\¿Á�¿�g>_\¿U��µ_��>Ág¿>�_¿

�>�>yg¿Á��¸¿¸ÁÉ_Ó\¿ ��¿¸É¡¡�µÁ¿�t¿�>Ó�µ¿�µgy¿��¸U�gµ²¸¿gtt�µÁ¸¿ µg�>Ág_¿

Á�¿¸Áµ>Ágy�U\¿���y¿Ágµ�\¿t��_�L>¸g_¿gU�����U¿_gÐg��¡�g�Á¦¿ �gUÁg_¿��¿

ÇÙ�Ù\¿�>Ó�µ¿��¸U�gµ¿�>¸¿>¿¡>µÁ�UÉ�>µ¿��Ágµg¸Á¿��¿Á�g¿Lɵyg����y¿yµ�ÑÁ�¿

�t¿ ��É�¸Ð���g²¸¿ ��U>�¿ t��_¿��Ðg�g�Á¿ >�_¿��Ñ¿Á��¸¿��Ðg�g�Á¿ U>�¿Lg¿

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of community and economic development strategies, including those

t�Uɸg_¿��¿Lɸ��g¸¸¿>ÁÁµ>UÁ���¿>�_¿gÒ¡>�¸���\¿��L¿Uµg>Á���¿>�_¿Ñg���g¸¸¦

/�g¿ �g�>�_¿ ��>�Ó¸�¸¿ �¸¿ ��U�ɸ�Ðg¿ �t¿ _g�>�_¿ LÓ¿ ��_�Ð�_É>�¿

��ɸg���_¸¿ >�_¿ U��¸É�gµ¸\¿ >¸¿Ñg��¿ >¸¿ U���gµU�>�\¿Ñ���g¸>�g¿ t��_¿

LÉÓgµ¸¦¿ ����y¿ U���gµU�>�¿ LÉÓgµ¸\¿ Á�g¿ _g�>�_¿ >�>�Ó¸�¸¿ �>¸¿ Lgg�¿

¸gy�g�Ág_¿ LÓ¿ ÁÓ¡g¿ �t¿ Ñ���g¸>�g¿ LÉÓgµ[¿ ��¸Á�ÁÉÁ���>�¿ t��_¿ ¸gµÐ�Ug¿ >�_¿ U>Ágµgµ¸\¿ µg¸Á>ɵ>�Á¸\¿ _�¸Áµ�LÉÁ�µ¸\¿

¡µ�Ug¸¸�µ¸¿ >�_¿ �>�Ét>UÁɵgµ¸\¿ ¸É¡gµ�>µ�gÁ¸¿ >�_¿ yµ�UgµÓ¿ ¸Á�µg¸\¿ >�_¿ �Á�gµ¿ t��_¿ µgÁ>��¿ g¸Á>L��¸��g�Á¸¦¿

/�g¿ _>Á>¿ y>Á�gµg_¿ tµ��¿ Á�g¸g¿ _�Ðgµ¸g¿ LÉÓgµ¸¿ �¸¿ ��Ág�_g_¿ Á�¿ �g�¡¿ �>��µ¿ ��¸U�gµ¿ >�_¿ ��¸¿ >_����¸Áµ>Á���¿

�>�g¿ _gU�¸���¸¿ >L�ÉÁ¿ ¡�>����y¿ >�_¿ ��tµ>¸ÁµÉUÁɵg¿ ��Ðg¸Á�g�Á¸¿ ��¿ ��É�¸Ð���g¿ Á�>Á¿ Ñ���¿ �g�¡¿ t>U���Á>Ág¿ Á�g¿

¸>�g¸¿ �t¿ ��U>��Ó¿ >�_¿ µgy���>��Ó¿ ¡µ�_ÉUg_¿ t��_¸¿ Ñ�Á���¿ Á�g¿ U�ÁÓ¿ >�_¿ Ñ��U�¿ Ñ���\¿

U��¡���g�Á>µ��Ó\¿̧ É¡¡�µÁ¿Á�g¿U�����Ñg>�Á�²¸¿>yµ�UÉ�Áɵ>�¿gU�����U¿_gÐg��¡�g�Á¦¿

/�>Á¿ t��_¿ �¸¿ ��¡�µÁ>�Á¿ Á�¿ ��É�¸Ð���g¿ �¸¿ É�_g��>L�g¦¿ <>y>Á¿�>�g_¿��É�¸Ð���g¿��g¿�t¿

Á�gñ¯g¸Á¿���_�g¿�gÁ>Ñ>Ó¸¿�µ�É�_¿Á�g¿7�µ�_\°ñ>�_¿��É�¸Ð���g¿U>�g¿��¿Ç�_¿¡�>Ug¿��¿

Southern Living’s 2012 rating, “tastiest city in the South.” According to Josh Viertel,

t�µ�gµ¿¡µg¸�_g�Á¿�t¿-��Ñ¿���_¿1-�\¿¯Á�g¿gÒÁµ>�µ_��>µÓ¿��U>�¿Lɸ��g¸¸g¸¿Á�>Á¿µgÛgUÁ¿

-��Ñ¿���_²¸¿Ð>�Ég¸¿°Ñgµg¿>���y¿Á�g¿�>��¿µg>¸��¸¿Á�>Á¿Á�g¿�µy>��×>Á���¿��¸Ág_¿�Á¸¿

National Congress in Louisville in 2012.” And the quality of restaurants and dining

�¡¡�µÁÉ��Á�g¸¿��¿��É�¸Ð���g¿U��Áµ�LÉÁg_¿Á�¿�Á¿Lg��y¿U��¸g�¿LÓ¿���g�Ó¿*�>�gÁ¿>¸¿�Á¸¿¯Á�¡¿

destination in 2013.”

�>Ó�µ¿��¸U�gµ\¿g�gUÁg_¿ ��¿ÇÙ�Ù\¿¡µ���Ág_¿>¿Ð�Lµ>�Á¿ t��_¿gU����Ó¿>�_¿ ��U>�¿ t��_²¸¿ µ��g¿ ��¿ �Á¿ >¸¿��g¿�t¿��¸¿

U>�¡>�y�¿¡�>Át�µ�¸\¿>�_¿�>¸¿Lgg�¿ÁµÉg¿Á�¿��¸¿Ñ�µ_¿Ñ���g¿��¿�tÚUg\¿g�¡��Ó��y¿>¿tÉ���Á��g¿̧ Á>tt¿¡gµ¸��¿Á�¿�Ðgµ¸gg¿

Introduction & Background

We really do want to buy local. We want to keep the money local.

-food service director, Louisville-area hospital

Page 7: Seed Capital Kentucky Demand Study

7

��U>�¿t��_¿���Á�>Á�Ðg¸¿Ñ�Á���¿Á�g¿�g¡>µÁ�g�Á¿�t¿ U�����U¿�µ�ÑÁ�¿>�_¿����Ð>Á���¿>�_¿_g��Ðgµ��y¿>��É>�¿¯-Á>Ág¿

�t¿Á�g¿��U>�¿���_¿ U����Ó°¿É¡_>Ág¸¦¿-��Ug¿��¸U�gµ¿Á���¿�tÚUg\¿��É�¸Ð���g¿�>¸¿µgUg�Ðg_¿tÉ�_��y¿Á�¿U��Á��Ég¿�Á¸¿

�>µ�¿Á�¿/>L�g¿¡µ�yµ>�¿Á�>Á¿>��¸¿Á�¿��Uµg>¸g¿¡µ�_ÉUÁ���\¿�>µ�gÁ��y\¿_�¸Áµ�LÉÁ���¿>�_¿¸>�g¸¿�t¿�g�ÁÉU�Ó¿g_�L�g¿

agriculture products and to meet Louisville’s demand for local foods. Under Fischer, the city has also launched

>�¿>yµ�Lɸ��g¸¸¿��>�¿¡µ�yµ>�¿Á�>Á¿�¸ñÁ>µygÁg_¿Á�¿Lɸ��g¸¸g¸¿Á�>Á¿¡µ�Ug¸¸¿t��_¸¿yµ�Ñ�¿LÓ¿�g�ÁÉU�Ó¿t>µ�gµ¸¦¿

/�¿Lg¿ g��y�L�g\¿ Á�g¿Lɸ��g¸¸g¸¿ �gg_¿ Á�¿Lg¿ ��U>Ág_¿ ��¿ *�µÁ�>�_\¿ >¿ ��É�¸Ð���g¿ �g�y�L�µ���_¿ Á�>Á¿ �¸¿ ��¿ �gg_¿�t¿

µg_gÐg��¡�g�Á¿>�_¿ ��Uµg>¸g_¿g�¡��Ó�g�Á¿�¡¡�µÁÉ��Á�g¸¦¿*�µÁ�>�_¿ �¸¿U��Ðg��g�Á�Ó¿ ��U>Ág_¿�g>µ¿_�Ñ�Á�Ñ�¿

Ñ�Á�¿g>¸Ó¿>UUg¸¸¿Á�¿��y�Ñ>Ó¸¿Á�>Á¿t��_¿¡µ�Ug¸¸��y¿Lɸ��g¸¸g¸¿�tÁg�¿¸gg�¦

��¿ ÇÙÙ¼�l\¿ ��¿ ¡>µÁ�gµ¸��¡¿Ñ�Á�¿�>µ�gÁ¿6g�Áɵg¸¿ ��U¦\¿ �>µ¡¿ ,g¸�ɵUg¸¿ gÒgUÉÁg_¿ >¿ ¸ÁÉ_Ó¿ U����¸¸���g_¿ LÓ¿

��É�¸Ð���g¿�gÁµ�¿��Ðgµ��g�Á¿>�_¿Á�g¿�É�ÁÓ¿�É_yg¸¿�t¿Çÿ¸Éµµ�É�_��y¿µÉµ>�¿U�É�Á�g¸¦¿/�g¿¸ÁÉ_Ó²¸¿y�>�¿Ñ>¸¿Á�¿

>¸¸g¸¸¿Á�g¿>yµ�UÉ�Áɵ>�¿¸É¡¡�Ó¿>Ð>��>L�g¿>Á¿Á�>Á¿Á��g¿��¿Á��¸g¿U�É�Á�g¸\¿>¸¿Ñg��¿>¸¿Á�g¿yµg>Ág¸Á¿¡�Ág�Á�>�¿U�>��g�¸¿

and marketplaces for locally produced agricultural products in Louisville and farmers’ interest in utilizing those

¡�Ág�Á�>�¿U�>��g�¸¦¿/�g¿̧ ÁÉ_Ó¿�_g�Á�Úg_¿Ñ�>Á¿t>µ�gµ¸¿��¿Á�g¿µgy���¿�gg_¿��¿�µ_gµ¿Á�¿¡µ�_ÉUg¿��µg¿t��_¿t�µ¿µgÁ>��¿

>�_¿Ñ���g¸>�g¿_�µgUÁ¿¸>�g¸¿��¿��É�¸Ð���g¿�gÁµ�¾�gttgµ¸��¿�É�ÁÓ\¿>�_¿�Á¿Ág¸Ág_¿¡µ�_ÉUgµ¸²¿��Ágµg¸Á¿��¿>¿�É�Lgµ¿

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Producers revealed strongest interest in increased access to scale-appropriate meat and value added food

¡µ�Ug¸¸��y¿��tµ>¸ÁµÉUÁɵg¿>�_¿��¿>yµ�Á�ɵ�¸�¿gtt�µÁ¸¿Á�>Á¿Ñ�É�_¿Lµ��y¿��É�¸Ð���g¿U��¸É�gµ¸¿�ÉÁ¿Á�¿Á�g�µ¿t>µ�¸¦¿

/�>Á¿¸ÁÉ_Ó²¸¿ µgU���g�_>Á���¸¿ ��U�É_g_¿g¸Á>L��¸���y¿>¿ t��_¿

policy council to coordinate efforts around local food and

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>¿U�É�U��¿Ñ>¸¿Uµg>Ág_¿¡µ��µ¿Á�¿�>Ó�µ¿��¸U�gµ²¸¿>_����¸Áµ>Á���¿

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Movement as part of the “Healthy Eating Committee.” The study

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>¿¸Á>tt¿¡�¸�Á���¿Ñ�Á���¿��É�¸Ð���g¿�gÁµ�¿y�Ðgµ��g�Á\¿>¿¡gµ¸��¿

devoted to coordinating supply and demand to result in

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�>µ�gÁ¸¤¿ >�_\¿ U��Ðgµ¸g�Ó\¿ g>¸g¿ �t¿ >UUg¸¸¿ Á�¿ t>µ�gµ¸¿ LÓ¿

t��_¿ Lɸ��g¸¸g¸¦¿ /�>Á¿ ¡�¸�Á���\¿ ��É�¸Ð���g²¸¿ �>µ�¿ Á�¿ />L�g¿

��µ_��>Á�µ\¿Ñ>¸¿Uµg>Ág_¿��¿ÇÙÙ�¿>�_¿�>¸¿t>U���Á>Ág_¿�������¸¿�t¿_���>µ¸¿��¿��Uµg>¸g_¿¸>�g¸¿LÓ¿��U>�¿t>µ�gµ¸¿Á�¿

��É�¸Ð���g¿Ñ���g¸>�g¿LÉÓgµ¸¦¿�Á¿�>¸¿>�¸�¿gÒ¡>�_g_¿��U>�¿t��_²¸¿UɸÁ��gµ¿L>¸g¿��¿��É�¸Ð���g¿Á�¿�>µygµ¿��¸Á�ÁÉÁ���>�¿

food service providers, chain restaurants and grocery chains.

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Á�g¿¸ÁÉ_Ó¿ ��¿ÇÙÙ¼�l\¿�>Ðg¿>¿_�¸Á��UÁ�Ó¿ t�µÑ>µ_�Á������y¿>�_¿>UÁ�����µ�g�Ág_¿>¡¡µ�>U�¿Á�¿¸Áµ>Ágy�U¿ ����>yg¸¿

LgÁÑgg�¿ÉµL>�¿U��¸É�gµ¸¿>�_¿µÉµ>�¿¡µ�_ÉUgµ¸¿>¸¿>¿µgy���>�\¿��Ágyµ>Ág_¿gU�����U¿_gÐg��¡�g�Á¿¸Áµ>ÁgyÓ¦¿

�g�ÁÉU�Ó¿�>¸¿>¿t��_¿¡µ�_ÉUÁ���¿>�_¿U��¸É�¡Á���¿�>�_¸U>¡g¿Ñg���¡µ��g_¿t�µ¿¸ÉU�¿gtt�µÁ¸[¿7�Á�¿��µg¿Á�>�¿

lu\ÙÙÙ¿t>µ�¸¿>µ�É�_¿Á�g¿¸Á>Ág\¿ÉµL>�¿>�_¿µÉµ>�¿�g�ÁÉU��>�¸¿>µg¿��Á>L�Ó¿>�_¿Ð�¸�L�Ó¿U���gUÁg_¿Á�¿>yµ�UÉ�Áɵg\¿

>�_¿��É�¸Ð����>�¸¿�>Ðg¿LÉ��Á¿>�¿g�Ð�>L�Ó¿Ð�Lµ>�Á¿>�_¿_�Ðgµ¸g¿��U>�¿t��_¿��Ðg�g�Á¦¿/�g¿y�>�¿�t¿Á��¸¿¸ÁÉ_Ó¿Ñ>¸¿Á�¿

�g>¸Éµg¿Á�>Á¿��Ðg�g�Á¿��¿�µ_gµ¿Á�¿¸Áµ>Ágy�U>��Ó¿yµ�Ñ¿�Á¦

��½��Å�¶Ì���g\½Ï�Å°��½Ö�_½>�½impressive amount of top-notch restaurants featuring L�¿�½³Å¶¿�U½>�_½U�¿Ï�Ög_½food… to pair with your brown spirits of course.

�<>y>Á¿ÇÙ�Ç

Introduction & Background

Page 8: Seed Capital Kentucky Demand Study

8

Methodology

Partners and Roles

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included Karp Resources as the study’s lead designer and co-coordinator, and Seed Capital Kentucky and

Louisville Metro as co-coordinators.

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U��_ÉUÁg_¿U���gµU�>�¿LÉÓgµ¿��ÁgµÐ�gѸ¿>�_¿>¸¸�¸Ág_¿Ñ�Á�¿U���gµU�>�¿LÉÓgµ¿¸ÉµÐgÓ¿�ÉÁµg>U�»¿Á�g¿��É�¸Ð���g¿

�gÁµ�¿�g¡>µÁ�g�Á¿�t¿*ÉL��U¿�g>�Á�¿>�_¿7g���g¸¸¿¡µ�Ð�_g_¿���Á�>�¿U��¸É�gµ¿>�_¿U���gµU�>�¿¸ÉµÐgÓ¿>�>�Ó¸�¸¿

¸É¡¡�µÁ»¿"�_�>�¿�É�ÁÓ¿*�>����y¿>�_¿�gÐg��¡�g�Á¿-gµÐ�Ug¸¿U��_ÉUÁg_¿¡µ�_ÉUgµ¿��ÁgµÐ�gѸ»¿Á�g¿ gÁÑ�µ�¿

g�Ágµ¿ t�µ¿ ���É��ÁÓ¿ �>�yg¿ U��_ÉUÁg_¿ ¡µ�_ÉUgµ\¿ U��¸É�gµ¿ >�_¿ U���gµU�>�¿ LÉÓgµ¿ ��ÁgµÐ�gѸ»¿ Á�g¿

University of Louisville provided research insights and data regarding community health and food access; the

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U���gµU�>�¿LÉÓgµ¿��ÁgµÐ�gѸ»¿>�_¿��Ágµ�¸¿tµ��¿���_Ñ�µ�¸[¿��É�¸Ð���g¿>�_¿�>µ¡¿,g¸�ɵUg¸¿>�¸�¿¸É¡¡�µÁg_¿Á�g¿

��¡�g�g�Á>Á���¿�t¿Á�g¿U���gµU�>�¿LÉÓgµ¿¸ÉµÐgÓ¦

-ɵÐgÓ¿��¡�g�g�Á>Á���¿>�_¿>�>�Ó¸�¸¿¡>µÁ�gµ¸¿��U�É_g_[¿��µ�×��¿�µ�É¡¿��Ágµ�>Á���>�\¿Ñ��U�¿Ñ�µ�g_¿Ñ�Á�¿�>µ¡¿

Resources and Seed Capital Kentucky to design the consumer survey instrument, and then implemented the

¸ÉµÐgÓ¿>�_¿¡µ�Ð�_g_¿>�¿���Á�>�¿�gÐg�¿�t¿_>Á>¿>�>�Ó¸�¸»¿>�_¿ gÑ¿9�µ�¿1��Ðgµ¸�ÁÓ\¿Ñ��U�¿>�>�Ó×g_¿Á�g¿U��¸É�gµ¿

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analysis in this report.

Secondary Research

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Kentucky and Southeast Indiana’s agricultural character, capacity, production categories and yields, to understand

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>Á¿ Á�g¿1��Ðgµ¸�ÁÓ¿�t¿�g�ÁÉU�Ó¿ £1�¤\¿�yµ�UÉ�Áɵ>�¿ U�����U¸¿�g¡>µÁ�g�Á¿�t¿1�\¿ Á�g¿1��Ág_¿-Á>Ág¸¿�g¡>µÁ�g�Á¿

�t¿�yµ�UÉ�Áɵg²¸¿ £1-��¤¿ÇÙÙ¼¿�yµ�UÉ�Áɵ>�¿g�¸É¸¿Ú�_��y¸1, the USDA’s National Agricultural Statistics Service

£ �--¤¿�g�ÁÉU�Ó¿��g�_¿"tÚUg\¿1�¿��¡gµ>Á�Ðg¿ ÒÁg�¸���\¿>�_¿Á�g¿�g�ÁÉU�Ó¿�g¡>µÁ�g�Á¿�t¿�yµ�UÉ�Áɵg¿£���¤¦

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µg¸g>µU�¿y>Á�gµg_¿Á�¿Uµg>Ág¿>¿¡�µÁµ>�Á¿�t¿Á�g¿�>�_¸U>¡g\¿U��ÁgÒÁ\¿t>UÁ�µ¸¿��ÛÉg�U��y¿>�_¿��¡>UÁ¸¿µg¸É�Á��y¿tµ��¿

t��_¿¡ÉµU�>¸��y¿>�_¿U��¸É�¡Á���¿��¿��É�¸Ð���g\¿LÓ¿��_�Ð�_É>�¸¿>�_¿LÓ¿Lɸ��g¸¸g¸¦¿�gÓ¿_>Á>¿¸�ɵUg¸¿��U�É_g_¿

the US Census Bureau 2010 Census, the US Economic Census, the USDA’s Economic Research Service and

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Prevention.

Primary Research

Focus Groups and Interviews

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Methodology

Page 10: Seed Capital Kentucky Demand Study

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Methodology

Page 11: Seed Capital Kentucky Demand Study

11

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Lµ��g�¿ _�Ñ�¿ LÓ¿ ¸gUÁ�µ¿ >¸¿ t����Ѹ[¿ ÿ ��¸Áµ�LÉÁ�µ¸¾7���g¸>�gµ¸\¿ ��¿ ���_¿ -gµÐ�Ug¾��¸Á�ÁÉÁ���¸¾>Ágµgµ¸\¿ u¿

-É¡gµ�>µ�gÁ¸\¿ Ãu¿ ,g¸Á>ɵ>�Á¸\¿ ½¿ *µ�Ug¸¸�µ¸¾�>�Ét>UÁɵgµ¸\¿ ��¿ "Á�gµ¿ ,gÁ>��¿ £�µ�gµ¿ -Á�µg¸¾-¡gU�>�ÁÓ¿ ���_¿

Stores/Convenience Stores), and 4 Other.

At the conclusion of the surveying process, Karp Resources and Seed Capital Kentucky conducted a “survey

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Ú�_��y¸¿ ¸���g¿ ��y�Á¿ ��¿ Á�g¿ µg¸¡��¸g¿ µ>Ág¿ µgUg�Ðg_¿ ��¿ Á��¸¿ µg¸g>µU�¿ >�_¿ ��U�É_g_¿ Ð>�É>L�g¿ ��t�µ�>Á���¿ t�µ¿

tÉÁɵg¿µg¸g>µU�¿gtt�µÁ¸¦¿-ɵÐgÓ�µ¸¿µg¡�µÁg_¿Á�>Á¿Á�gÓ¿µg>U�g_¿�ÉÁ¿Á�¿>¸¿�>�Ó¿>¸¿¼Ù¿U��¡>��g¸¿>¡�gUg\¿Ñ�Á�¿��¿

¸ÉµÐgÓ�µ¿µg>U���y¿�ÉÁ¿Á�¿tgÑgµ¿Á�>�¿�Ù¦¿/�gÓ¿��Ág_¿Á�>Á¿¯g>¸Ó°¿¸ÉµÐgÓ¸¿µgªÉ�µg_¿>¿�����É�¿�t¿Á�µgg¿U>��¸¿Á�¿

U��¡�gÁg\¿Ñ���g¿��¿>Ðgµ>yg¿¸�Ò¿Á�¿�Ù¿U>��¸¿Ñgµg¿¡�>Ug_¿t�µ¿g>U�¿¸ÉµÐgÓ¿U��¡�gÁg_—surveyors placed the same

�É�Lgµ¿�t¿U>��¸¿Á�¿U��¡>��g¸¿Á�>Á¿_�_¿��Á\¿��¿Á�g¿g�_\¿¡>µÁ�U�¡>Ág¿��¿Á�g¿¸ÉµÐgÓ¦¿-ɵÐgÓ�µ¸¿Ñgµg¿>¸�g_¿Á�¿µg¡�µÁ¿

Á�g¿Á�¡¿µg>¸��¸¿y�Ðg�¿LÓ¿U���gµU�>�¿ t��_¿LÉÓgµ¸¿ µgtɸ��y¿Á�¿¡>µÁ�U�¡>Ág¿ ��¿Á�g¿¸ÉµÐgÓ¦¿/�g¿��¸Á¿U�����¿

µg>¸��¸¿��U�É_g_¿��¸ÉtÚU�g�Á¿Á��g\¿U�µ¡�µ>Ág¿¡���U�g¸¿µg�>Ág_¿Á�¿¸ÉµÐgÓ¿¡>µÁ�U�¡>Á���\¿�>U�¿�t¿U��Ú_g�Ug¿Á�>Á¿

Á�gÓ¿Ñ�É�_¿�>Ðg¿Á�g¿>�¸Ñgµ¸¿¸ÉµÐgÓ�µ¸¿Ñgµg¿������y¿t�µ\¿>�_¿U��Ugµ�¿Á�>Á¿Á�g¿¸ÉµÐgÓ¿Ñ�É�_¿��Á¿¡gµÁ>��¿Á�¿

Á�g�µ¿Lɸ��g¸¸¿LgU>ɸg¿Á�gÓ¿_�¿��Á¿Uɵµg�Á�Ó¿¡ÉµU�>¸g¿��U>�¿t��_¦¿/Ñ�¿¸ÉµÐgÓ�µ¸¿µg¡�µÁg_¿Á�>Á¿�>�yÉ>yg¿Ñ>¸¿

>¿L>µµ�gµ¿��¿>¿�É�Lgµ¿�t¿U>¸g¸¦¿-ɵÐgÓ�µ¸¿��_�U>Ág_¿Á�>Á¿Á�g¿Á�¡¿L>µµ�gµ¸¿Á�¿U��¡�gÁ��y¿��µg¿¸ÉµÐgÓ¸¿��U�É_g_¿

ygÁÁ��y¿Á�g¿µ�y�Á¿¡gµ¸��¿>Á¿Á�g¿µ�y�Á¿Á��g\¿µg¸¡��_g�Á¸¿��Á¿Lg��y¿>Ð>��>L�g¿>Á¿Á�g¿Á��g¿�t¿Á�g¿¸U�g_É�g_¿¸ÉµÐgÓ¿

call, and a perception that surveys in general are not a good use of time.

Consumer Survey

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¸ÉµÐgÓ¦¿�>µ¡¿,g¸�ɵUg¸\¿Ñ�Á�¿tgg_L>U�¿tµ��¿-gg_¿>¡�Á>�¿�g�ÁÉU�Ó\¿_µ>tÁg_¿Á�g¿���Á�>�¿U��¸É�gµ¿¸ÉµÐgÓ¿>�_¿

Á�g�¿Ñ�µ�g_¿Ñ�Á�¿Á�g¿6��Ug¿�t¿��É�¸Ð���g¿Á�¿µgÚ�g¿�Á\¿L>¸g_¿��¿�>µ¡¿,g¸�ɵUg¸²¿U��Ág�Á¿gÒ¡gµÁ�¸g¿>�_¿6��Ug¿�t¿

��É�¸Ð���g²¸¿gÒ¡gµ�g�Ug¿>_����¸Ágµ��y¿̧ ɵÐgÓ¸¿Á�¿��É�¸Ð���g¿U��¸É�gµ¸¦¿��Ðg¿_µ>tÁ¸¿Ñgµg¿�>_g¿Lgt�µg¿Á�g¿̧ ɵÐgÓ¿

Ñ>¸¿Ú�>��×g_¿>�_¿µg>_Ó¿t�µ¿_�¸Áµ�LÉÁ���¦¿

6"�¿U��¡�gÁg¸¿¡���g¿��ÁgµÐ�gѸ¿É¸��y¿�>Á���>��Ó¿µgU�y��×g_¿¸>�¡���y¿tµ>�g¸¿¡µ�Ð�_g_¿LÓ¿-ɵÐgÓ¿->�¡���y\¿

��U¦¿ >�_¿ �tt�µ_>L�g¿ ->�¡�g¸¦¿ ��ÁgµÐ�gѸ¿ Ñgµg¿ U��_ÉUÁg_¿ tµ��¿ ��µ�×��¿ �µ�É¡¿ ��Ágµ�>Á���>�²¸¿ �tÚUg¸¿ LÓ¿

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/g�g¡���g¿µg¸g>µU�¿�¸¿U�>��g�yg_¿LÓ¿>¿yµ�Ñ��y¿�É�Lgµ¿�t¿��ɸg���_¸¿Ñ�Á��ÉÁ¿�>�_���g¸\¿U��Á��É��y¿yµ�ÑÁ�¿

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¸>�¡�g¸¿>µg¿��U�É_g_¤¿�¸¿��Uµg>¸��y�Ó¿_�tÚUÉ�Á¦¿7���g¿�>�t¿Á�g¿̧ ɵÐgÓ¸¿t�µ¿Á��¸¿̧ ÁÉ_Ó¿Ñgµg¿U��¡�gÁg_¿LÓ¿Ág�g¡���g¿

Á�µ�Éy�¿ µ>�_��¿ ¸g�gUÁ���\¿ Á�g¿ µg�>����y¿ ÇÙÙ¿Ñgµg¿ U��¡�gÁg_¿�����g¿ ɸ��y¿ >¿ ¡µ�¡µ�gÁ>µÓ¿ ¡>�g�¿ �t¿ �w\ÙÙÙ¿

>_É�Á¸¿��¿Á�g¿��É�¸Ð���g¿�gÁµ�¡���Á>�¿>µg>¦¿/�g¿��µ�×��¿�µ�É¡¿��Ágµ�>Á���>�¿�>¸¿_gÐg��¡g_¿Á��¸¿¡>�g�¿�Ðgµ¿Á�g¿

¡>¸Á¿�u¿Óg>µ¸\¿��Ð�Á��y¿¡>µÁ�U�¡>�Á¸¿Á�µ�Éy�¿>_ÐgµÁ�¸g�g�Á¸¿��¿µ>_��\¿ÑgL¸�Ág¸\¿�>UgL���\¿>�_¿�gѸ¡>¡gµ¸»¿>Á¿

U���É��ÁÓ¿t>�µ¸¿>�_¿�Á�gµ¿¡�>Ug¸¿Ñ�gµg¿>¿Ñ�_g¿µ>�yg¿�t¿��U>�¿µg¸�_g�Á¸¿y>Á�gµ»¿>�_¿LÓ¿µgtgµg�Ug¸¿y�Ðg�ñLÓ¿

Uɵµg�Á¿¡>�g�¿�g�Lgµ¸¿Á�¿tµ�g�_¸\¿µg�>Á�Ðg¸\¿>�_¿>¸¸�U�>Ág¸¦ñ/�g¿g�Á�µg¿¡>�g�¿�¸¿µgyÉ�>µ�Ó¿¯µgtµg¸�g_°¿Ñ�Á�¿�gÑ¿

��_�Ð�_É>�¸¿>¸¸Éµ��y¿>UUg¸¸¿Á�¿�gÑ\¿_�Ðgµ¸g¿>�_¿Ñ�����y¿U��¸É�gµ¸¿Ñ�Á�¿g>U�¿¸ÁÉ_Ó¦

�¸¸g�L�g_¿��¿Á��¸¿Ñ>Ó\¿Á�g¿¡>�g�¿¡µ�Ð�_g¸¿>UUg¸¸¿Á�¿Á�g¿ÐgµÓ¿¡�¡É�>Á���¸n>�_¿Á�g¿̧ >�g¿L>�>�Ug¿�t¿¡�¡É�>Á���¸n¿

Á�>Á¿>µg¿��µg¿>�_¿��µg¿_�tÚUÉ�Á¿Á�¿̧ ɵÐgÓ¿LÓ¿¡���g¦ñ/�g¿Ó�É�ygµ\¿��y�gµ¿̧ �U���gU�����U¿_g��yµ>¡��U\¿>���¸Á¿

wÙæ¿�t¿Ñ���¿_�¿��Á¿�>Ðg¿�>�_���g¸¿>���¸Á¿¡gµtgUÁ�Ó¿¸É¡¡�g�g�Á¸¿Á�g¿Áµ>_�Á���>�¿Ág�g¡���g¿¸ÉµÐgÓ¿_g¸�y�¿Á�>Á¿

Methodology

Page 12: Seed Capital Kentucky Demand Study

12

�¸¿��µg¿���g�Ó¿Á�¿g�y>yg¿��_gµ¿¡gµ¸��¸¿>�_¿Á��¸g¿Ñ�Á�¿��Ñgµ¿¸�U���gU�����U¿¡µ�Ú�g¸\¿Uµg>Á��y¿>¿µg¡µg¸g�Á>Á�Ðg¿

sample of the local community.

��ɵ¿�É�_µg_¿>�_¿ÁÑg�ÁÓ¿��g¿U��¸É�gµ¿̧ ɵÐgÓ¸¿Ñgµg¿U��¡�gÁg_¿t�µ¿Á��¸¿̧ ÁÉ_Ó¦¿�UU�µ_��y¿Á�¿6"�¿Á�g¿µg¸É�Á¸¿>µg¿

Ñ�Á���¿¸>�¡���y¿gµµ�µ¿t�µ¿gÐgµÓÁ���y¿gÒUg¡Á¿Á��¸g¿Ñ��¿���Ó¿U��¡�gÁg_¿��y�¿¸U����ñ>�_¿Á��¸g¿Ñ��¿U��¡�gÁg_¿

U���gyg¦ñ��¿Á��¸g¿U>¸g¸\¿6"�¿��Ág_¿Á�>Á¿Á�g¿��¡>UÁ¿�t¿Á��¸¿��U��¸�¸Ág�UÓ¿Ñ�É�_¿Lg¿�����>�\¿µg¸É�Á��y¿��¿�g¸¸¿Á�>�¿

a percentage point different in results.

Methodology

Page 13: Seed Capital Kentucky Demand Study

13

Context: Jefferson County’s Food Landscape

��¿ �µ_gµ¿ Á�¿ ��Ágµ¡µgÁ\¿ >¡¡µgU�>Ág¿ >�_¿ Lg¸Á¿ ÉÁ���×g¿ Á�g¿ Ú�_��y¸¿ tµ��¿ Á�g¿ �g�>�_¿��>�Ó¸�¸\¿ �Á¿ �¸¿ g¸¸g�Á�>�¿ Á�¿

understand the context of Jefferson County’s food economy—its makeup, trends, inputs and impacts. The

t����Ñ��y¿¸gUÁ���¿¡µ�Ð�_g¸¿>�¿�ÐgµÐ�gÑ¿�t¿Á�g¿t��_¿�>�_¸U>¡g¿>�_¿Á�g¿�gÓ¿¡>µÁ�U�¡>�Á¸\¿��U�É_��y¿Á�g¿¸É¡¡��gµ¸\¿

U���gµU�>�¿LÉÓgµ¸¿>�_¿U��¸É�gµ¸¦

Consumers and Consumption

/�gµg¿>µg¿¼w�\Ù�½¿¡g�¡�g¿��¿ÃÙ�\�¼u¿��ɸg���_¸¿��¿�gttgµ¸��¿�É�ÁÓ¿>UU�µ_��y¿Á�¿ÇÙ�Ù¿1-¿g�¸É¸¦¿�UU�µ_��y¿

Á�¿ Á�g¿�µg>Ágµ¿��É�¸Ð���g¿*µ��gUÁ¿ÇÙ�Ç¿��¡gÁ�Á�Ðg¿�ÁÓ¿1¡_>Ág¿,g¡�µÁ\¿LgÁÑgg�¿ÇÙÙÙ¿>�_¿ÇÙ�Ù\¿��É�¸Ð���g¿

gÒ¡gµ�g�Ug_¿yµ�ÑÁ�¿�t¿�g>µ�Ó¿½æ¿��¿Ó�É�y¿>_É�Á¿µg¸�_g�Á¸¿£>yg¿Çu¿Á�¿Ãw¤¿Ñ�Á�¿>¿L>U�g��µ²¸¿_gyµgg¿�µ¿��y�gµ\¿Á�g¿

�>µyg¸Á¿µ>Ág¿�t¿��Uµg>¸g¿Ñ�g�¿U��¡>µg_¿Á�¿>¿yµ�É¡¿�t¿¯¡ggµ¿U�Á�g¸°¿��¿Á�g¿µgy���¦¿�¸¿�t¿ÇÙ�Ù\¿ÃÃæ¿�t¿Á�g¿Ñ�µ���y¿

>yg¿¡�¡É�>Á���¿£Çu¿Á�¿½w¿Óg>µ¸¿��_¤¿��¿��É�¸Ð���g¿�g�_¿>¿L>U�g��µ²¸¿_gyµgg¿�µ¿��y�gµ»¿Á�g¿U�ÁÓ²¸¿y�>�¿�¸¿Á�¿��Uµg>¸g¿

Á�>Á¿Á�¿wÙæ¦3

/�g¿¸>�g¿µg¡�µÁ¿¸��Ñg_¿Á�>Á¿��É�¸Ð���g¿U��Á��Ég¸¿Á�¿�>y¿Lg���_¿�Á¸¿¯¡ggµ¿U�Á�g¸°¿¸ÉU�¿>¸¿,>�g�y�\¿�>µ��ÁÁg¿>�_¿

��É�Lɸ¿��¿L�Á�¿g�¡��Ó�g�Á¿£��th¿�ÉÁ¿�t¿�u¤¿>�_¿Ñ>yg¿yµ�ÑÁ�¿£�wth).4 The poverty rate in Jefferson County is

�¼¦Ãæ\¿��y�gµ¿Á�>�¿Á�g¿�>Á���>�¿µ>Ág¿�t¿�u¦Ãæ\¿>�_¿Çw¦wæ¿�t¿�gttgµ¸��¿�É�ÁÓ¿U���_µg�¿£É�_gµ¿Á�g¿>yg¿�t¿�l¤¿��Ðg¿��¿

¡�ÐgµÁÓ\¿��y�gµ¿Á�>�¿Á�g¿�>Á���>�¿µ>Ág¿�t¿Ç�¦½æ¦5

/�g¿Éµg>É¿�t¿�>L�µ¿-Á>Á�¸Á�U¸¿£�-¤¿��¸É�gµ¿ Ò¡g�_�Áɵg¿-ɵÐgÓ¿¸��Ñg_¿Á�>Á¿t�µ¿Á�g¿-�ÉÁ�¿µgy���¿�t¿Á�g¿1-¿

£Ñ��U�¿��U�É_g¸¿�g�ÁÉU�Ó¤¿Á�g¿Á�Á>�¿>��É>�¿¸¡g�_¿��¿t��_¿>Á¿���g¿��¿ÇÙ��¿Ñ>¸¿eÃ\l��\¿Ñ�Á�¿Á�g¿�>µyg¸Á¿¸�>µg¿�t¿

Á�g¸g¿gÒ¡g�_�Áɵg¸¿£ÃǦÙ椿��¿¯�Á�gµ¿t��_¿>Á¿���g°\¿��U�É_��y¿¯��¸Ug��>�g�ɸ¿t��_¸°¿£�½¦w椿>�_¿���>�U�����U¿

LgÐgµ>yg¸¿£l¦�椦¿/��¸¿�¸¿t����Ñg_¿LÓ¿¯�g>Á¿¡�É�ÁµÓ\¿Ú¸�¿>�_¿gyy¸°¿£ÇÙ¦�椿>�_¿¯tµÉ�Á¸¿>�_¿ÐgygÁ>L�g¸°¿£�u¦¼æ¤¦¿

Compared to the nation overall, consumers in the south appear to spend a slightly larger share of their food at

���g¿_���>µ¸¿��¿Lggt\¿¡�µ�\¿>�_¿¡�É�ÁµÓ\¿>�_¿>¿¸��y�Á�Ó¿¸�>��gµ¿¸�>µg¿��¿tµg¸�¿tµÉ�Á¿>�_¿ÐgygÁ>L�g¸¦6 Jefferson

�É�ÁÓ¿��ɸg���_¸¿¸¡g�Á¿>�¿g¸Á��>Ág_¿e�¦Ç¿L������¿��¿t��_¿>Á¿���g¿��¿ÇÙ��¦7

3 ¿�µg>Ágµ¿��É�¸Ð���g¿*µ��gUÁ¦¿ÇÙ�Ç¿��¡gÁ�Á�Ðg¿�ÁÓ¿1¡_>Ág¿,g¡�µÁ¦¿ÑÑѦyµg>Ágµ��É�¸Ð���g¡µ��gUÁ¦�µy

4¿ �L�_¦

5 US Census Bureau, 2010 Census. http://census.gov

6 ¿/�g¿Éµg>É¿�t¿�>L�µ¿-Á>Á�¸Á�U¸¿��¸É�gµ¿ Ò¡g�_�Áɵg¿-ɵÐgÓ\¿ÇÙÙ½�ÇÙ��¦¿�ÁÁ¡[¾¾ÑÑѦL�¸¦y�оUgÒ¾ÇÙ��¾¸Á>�_>µ_¾�É�Á�Óµ¦¡_t

7 ¿��¿Á�g¿ÇÙÙl¿µg¡�µÁ¿Á�Á�g_¿É��_��y¿��É�¸Ð���g²¸¿��U>�¿���_¿ U����Ó\¿¸¡g�_¿��¿t��_¿>Á¿���g¿Ñ>¸¿µg¡�µÁg_¿t�µ¿>��¿��É�¸Ð���g¿�-�¿��ɸg���_¸\¿Ñ���g¿Á�g¿Uɵµg�Á¿¸ÁÉ_Ó¿¡gµÁ>��¸¿���Ó¿Á�¿�gttgµ¸��¿�É�ÁÓ¦¿�UU�µ_��y¿Á�¿Á�g¿1-¿g�¸É¸¿Éµg>É\¿��É�¸Ð���g¿�-�¿�>_¿u�w\Ç�w¿��ɸg���_¸¿��¿ÇÙ�Ù\¿Ñ���g¿�gt-tgµ¸��¿�É�ÁÓ¿�>_¿ÃÙ�\�¼u¿��ɸg���_¸¦

Page 14: Seed Capital Kentucky Demand Study

14Context: Jefferson County’s Food Landscape

��¿ >¿ ÇÙÙ�¿ µg¡�µÁ¿ ¡ÉL��¸�g_¿LÓ¿ Á�g¿1��Ðgµ¸�ÁÓ¿ �t¿ �g�ÁÉU�Ó¿ £1�¤¿�g¡>µÁ�g�Á¿ �t¿�yµ�UÉ�Áɵg¿ U�����U¸¿ Á�>Á¿

¸ÁÉ_�g_¿Á�g¿¡gµUg¡Á���¸¿>�_¿Lg�>Ð��µ¸¿�t¿�g�ÁÉU��>�¸¿Ñ�Á�¿µgy>µ_¿Á�¿t��_¿¡ÉµU�>¸��y¿>�_¿U��¸É�¡Á���\¿Á�g¿

¯��¸Á¿̧ �y��ÚU>�Á¿��¡>UÁ¿��¿¡>�g��¸Á¸¿��¿Ágµ�¸¿�t¿>ÁÁ�ÁÉ_g¸¿>�_¿Lg�>Ð��µ¸¿U��Ugµ���y¿t��_¿̧ gg�g_¿Á�¿�>Ðg¿�ÉU�¿

Á�¿_�¿Ñ�Á�¿¡µ�Ug¸¿�µ¿LÉ_ygÁ¿U��¸Áµ>��Á¸¦°¿��y�¿U�¸Á¿Ñ>¸¿��¸Ág_¿>¸¿Á�g¿�É�Lgµ¿��g¿L>µµ�gµ¿Á�¿Á�g¿U��¸É�¡Á���¿�t¿

more fresh produce.l

"��Ó¿Çæ�æ¿�t¿��É�¸Ð����>�¸¿ µg¡�µÁg_¿g>Á��y¿ÚÐg¿�µ¿��µg¿¸gµÐ��y¸¿�t¿ tµÉ�Á¸¿>�_¾�µ¿ÐgygÁ>L�g¸¿_>��Ó¿ ��¿ÇÙÙ�¦¿

7���g¿Á��¸¿�¸¿É¡¿tµ��¿�læ¿��¿ÇÙÙw\¿>�_¿¸��y�Á�Ó¿LgÁÁgµ¿Á�>�¿Á�g¿�>Á���>�¿µ>Ág¿�t¿Çæwæ\¿�Á¿¸Á���¿��_�U>Ág¸¿Á�>Á¿�Ðgµ¿

å¿�t¿��É�¸Ð���g²¸¿µg¸�_g�Á¸¿_�¿��Á¿g>Á¿Á�g¿µgU���g�_g_¿>��É�Á¿�t¿tµÉ�Á¸¿>�_¿ÐgygÁ>L�g¸¦�

���_¿>Ñ>Ó¿tµ��¿���g¿µg¡µg¸g�Á¸¿Ãl¦�æ¿�t¿Á�Á>�¿t��_¿gÒ¡g�_�Áɵg¿��¿Á�g¿-�ÉÁ�¿µgy���¿�t¿Á�g¿1-\¿>¡¡µ�Ò��>Ág�Ó¿

the same share that it represents for consumers across the US.10¿�UU�µ_��y¿Á�¿Á�g¿Éµg>É¿�t¿�>L�µ¿-Á>Á�¸Á�U¸\¿

¸¡g�_��y¿��¿t��_¿>Ñ>Ó¿tµ��¿���g¿�>¸¿_gU���g_¿��¿µgUg�Á¿Óg>µ¸\¿>�_¿Á��¸¿>¡¡g>µ¸¿Á�¿Lg¿Á�g¿U>¸g¿��¿�g�ÁÉU�Ó¿

>¸¿Ñg��¦¿��µg¿Á�>�¿½Ùæ¿�t¿µg¸¡��_g�Á¸¿Á�¿Á�g¿ÇÙÙ�¿�g�ÁÉU�Ó¿���_¿��¸É�gµ¿-ɵÐgÓ¿��_�U>Ág_¿Á�>Á¿Á�gÓ¿Ñgµg¿

cooking at home more and eating out less often.11¿-Á���\¿ �gttgµ¸��¿�É�ÁÓ¿µg¸�_g�Á¸¿¸¡g�Á¿>�¿g¸Á��>Ág_¿eÙ¦l¿

L������¿��¿t��_¿>Ñ>Ó¿tµ��¿���g¿��¿ÇÙ��¦12

l 7����>�¸��\¿->µ>»¿7��_¸\¿�µ¦¿/���Á�Ó»¿�É\¿�µ¦¿7ÉÓ>�y¦¿/�g¿�g�ÁÉU�Ó¿���_¿��¸É�gµ. The University of Kentucky Department of Ag Econom-�U¸¦¿ÇÙÙ�¦

� ¿��É�¸Ð���g¿�gÁµ�¿*ÉL��U¿�g>�Á�¿�__µg¸¸\¿�µ¦¿�>+É>�_µ>¿ g¸L�ÁÁ\¿�>µU�¿½\¿ÇÙ�Ǧ

10¿ ¿/�g¿Éµg>É¿�t¿�>L�µ¿-Á>Á�¸Á�U¸¿��¸É�gµ¿ Ò¡g�_�Áɵg¿-ɵÐgÓ\¿ÇÙÙ½�ÇÙ��¦¿�ÁÁ¡[¾¾ÑÑѦL�¸¦y�оUgÒ¾ÇÙ��¾¸Á>�_>µ_¾�É�Á�Óµ¦¡_t

11¿ ¿¿7����>�¸��\¿->µ>»¿7��_¸\¿�µ¦¿/���Á�Ó»¿�É\¿�µ¦¿7ÉÓ>�y¦¿/�g¿�g�ÁÉU�Ó¿���_¿��¸É�gµ¦¿/�g¿1��Ðgµ¸�ÁÓ¿�t¿�g�ÁÉU�Ó¿�g¡>µÁ�g�Á¿�t¿�y¿ U����-�U¸¦¿ÇÙÙ�¦

12¿ ��¿Á�g¿ÇÙÙl¿µg¡�µÁ¿Á�Á�g_¿É��_��y¿��É�¸Ð���g²¸¿��U>�¿���_¿ U����Ó\¿¸¡g�_¿��¿t��_¿>Á¿���g¿Ñ>¸¿µg¡�µÁg_¿t�µ¿>��¿��É�¸Ð���g¿�-�¿��ɸg���_¸\¿Ñ���g¿Á�g¿Uɵµg�Á¿¸ÁÉ_Ó¿¡gµÁ>��¸¿���Ó¿Á�¿�gttgµ¸��¿�É�ÁÓ¦¿�UU�µ_��y¿Á�¿Á�g¿1-¿g�¸É¸¿Éµg>É\¿��É�¸Ð���g¿�-�¿�>_¿u�w\Ç�w¿��ɸg���_¸¿��¿ÇÙ�Ù\¿Ñ���g¿�gttgµ¸��¿�É�ÁÓ¿�>_¿ÃÙ�\�¼u¿��ɸg���_¸¦

$480 $531

$812 $833

$355 $407

$611 $715

$1,247 $1,353

$386

$456

$0

$500

$1,000

$1,500

$2,000

$2,500

$3,000

$3,500

$4,000

$4,500

$5,000

South Total US

Ave

rage

Sp

end

Spend on Food at Home per Household, 2011

Alcoholic beverages Other food Fruits and Vegetables Dairy Products Meat, poultry, fish and eggs Cereal and Bakery Products

Page 15: Seed Capital Kentucky Demand Study

15

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Food Access

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tg_gµ>�¿¸Á>Á�¸Á�U>�¿>yg�U�g¸¿t�µ¿Á�g¿¡Éµ¡�¸g¿�t¿U���gUÁ��y\¿>�>�Ó×��y¿>�_¿¡ÉL��¸���y¿gU�����U¿_>Á>¿�¿there are

Ág�¿¸É¡gµ�>µ�gÁ¿U�>��¸¿¡µg¸g�Á¿ ��¿ �gttgµ¸��¿�É�ÁÓ¿Ñ�Á�¿>¿ Á�Á>�¿�t¿ ¼Ã¿ ��U>Á���¸¿>�_¿Á�Á>�¿ µg¡�µÁg_¿¸>�g¸¿�t¿

e�¦�¿L������¦¿��¿>__�Á���\¿Á�gµg¿>µg¿ÁÑ�¿Ñ>µg��ɸg¿U�>��¸¿£�¸ÁU�¿>�_¿->�²¸¿�ÉL¤\¿Ñ�Á�¿>¿Á�Á>�¿�t¿Á�µgg¿�ÉÁ�gÁ¸¿

>�_¿ Á�Á>�¿ µg¡�µÁg_¿ >��É>�¿ ¸>�g¸¿ �t¿ e¼�¦w¿�������¦¿ /�gµg¿ >µg¿ ÇÇl¿ ��_g¡g�_g�Á¿ ¸É¡gµ�>µ�gÁ¸¿ >�_¿ yµ�Ugµ¸¿ ��¿

�gttgµ¸��¿�É�ÁÓ\¿Ñ�Á�¿Á�Á>�¿µg¡�µÁg_¿¸>�g¸¿�t¿ew½½¦¼¿�������¦¿��¿>__�Á���\¿Á�gµg¿>µg¿½uÿ�Á�gµ¿�ÉÁ�gÁ¸\¿��U�É_��y¿

U��Ðg��g�Ug¿¸Á�µg¸\¿¸¡gU�>�ÁÓ¿�>µ�gÁ¸\¿_µÉy¿¸Á�µg¸\¿y>¸¿¸Á>Á���¿�>µ�gÁ¸\¿L>�gµ�g¸¿>�_¿�Á�gµ¿t��_¿�ÉÁ�gÁ¸¿Ñ�Á�¿

Á�Á>�¿µg¡�µÁg_¿¸>�g¸¿�t¿e�¦Ù¿L������¦13

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�>�Ó¿ µg¸�_g�Á¸¿ �t¿7g¸Á¿ ��É�¸Ð���g¿ >�_¿ >¸Á¿��Ñ�Á�Ñ�\¿ �Á¿ �¸¿ �>µ_¿ Á�¿ ygÁ¿ y��_\¿ �g>�Á�Ó¿ t��_¿ >Á¿ µg>¸��>L�g¿

¡µ�Ug¸¦¿/�gµg¿>µg¿��Á¿g��Éy�¿t��_¿¸Á�µg¸¿��¿Á�g�µ¿U���É��Á�g¸¿>�_¿Á�g¿t��_¿Á�>Á¿�¸¿>Ð>��>L�g¿�¸¿É¸É>��Ó¿g�Á�gµ¿

��Ñ¿��¿ªÉ>��ÁÓ\¿��y�¿��¿¡µ�Ug¿�µ¿L�Á�¦¿/�¿�>�g¿�>ÁÁgµ¸¿Ñ�µ¸g\¿�>�Ó¿¡g�¡�g¿��Ð��y¿��¿7g¸Á¿��É�¸Ð���g¿>�_¿ >¸Á¿

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Á�g�µ¿¸�_g¿�t¿Á�Ñ�\¿�µ¿Á�¿>��Á�gµ¿¡>µÁ¿�t¿��É�¸Ð���g¿Ñ�gµg¿Á�gµg¿>µg¿LgÁÁgµ¿t��_¿LÉÓ��y¿�¡Á���¸m°14¿��¿t>UÁ\¿Ñ���g¿

��É�¸Ð���g¿�gÁµ�¿�>¸¿¼Ç¿¯tÉ��¿¸gµÐ�Ug°¿t��_¿µgÁ>��gµ¸¿t�µ¿gÐgµÓ¿½l½\ÙÙÙ¿¡g�¡�g\¿�µ¿��g¿¡gµ¿�\uǼ¿¡g�¡�g\¿7g¸Á¿

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/�g¿1��Ág_¿-Á>Ág¸¿�g¡>µÁ�g�Á¿�t¿�yµ�UÉ�Áɵg¿_gÚ�g¸¿>¿ t��_¿_g¸gµÁ¿ >¸¿>¿ ��Ñ���U��g¿Ug�¸É¸¿ Áµ>UÁ¿Ñ�gµg¿>¿

¸ÉL¸Á>�Á�>�¿¸�>µg¿�t¿µg¸�_g�Á¸¿�>¸¿����Ág_¿>UUg¸¸¿Á�¿>¿¸É¡gµ�>µ�gÁ¿�µ¿�>µyg¿yµ�UgµÓ¿¸Á�µgnt�µ¿ÉµL>�¿µg¸�_g�Á¸\¿

Á�g¿1-��¿_gÚ�g¸¿����Ág_¿>UUg¸¸¿>¸¿��g¿���g¿tµ��¿>¿¸É¡gµ�>µ�gÁ¿�µ¿�>µyg¿yµ�UgµÓ¿¸Á�µg\¿>�_¿t�µ¿µÉµ>�¿µg¸�_g�Á¸\¿

10 miles.16 �UU�µ_��y¿Á�¿Á�g¿ÇÙ�Ù¿�g�ÁÉU�Ó¿�g>�Á�¿�¸¸Ég¸¿*���¿�¸¸Ég_¿LÓ¿Á�g¿��É�_>Á���¿t�µ¿>¿�g>�Á�Ó¿�g�ÁÉU�Ó¿

>�_¿/�g¿�g>�Á�¿��É�_>Á���¿�t¿�µg>Ágµ¿��U���>Á�\¿̄ �¿��¿u¿�g�ÁÉU�Ó¿>_É�Á¸¿£Ç�椿̧ >�_¿�Á¿�¸¿��Á¿g>¸Ó¿Á�¿ygÁ¿>tt�µ_>L�g¿

tµg¸�¿tµÉ�Á¸¿>�_¿ÐgygÁ>L�g¸¿Ñ�gµg¿Á�gÓ¿��Ðg¦°

�ÿ ÇÙ�Ç¿ �µÁ�¿��gµ�U>�¿��_ɸÁµÓ¿�>¸¸�ÚU>Á���¿-Ó¸Ág�¿£ ��-¤\¿1¦-¦¿�g¡>µÁ�g�Á¿�t¿���gµUg¿1��Ág_¿-Á>Ág¸¿g�¸É¸¿Éµg>ɦ¿�ÁÁ¡[¾¾ÑÑѦUg�-¸É¸¾y�U¾g�¸¾ÑÑѾ�>�U¸¾¦

14¿ ¿¯µ�_y��y¿Á�g¿��Ð�_g[¿�µ�Ñ��y¿-g�t�-ÉtÚU�g�UÓ¿��¿�ɵ¿���_¿-É¡¡�Ó°¿���É��ÁÓ¿�>µ�¿����>�Ug\¿ÇÙÙ¼¦

15¿ ¿�L�_¦

16¿ ¿�ÁÁ¡[¾¾ÑÑѦgµ¸¦É¸_>¦y�о_>Á>�¡µ�_ÉUÁ¸¾t��_�_g¸gµÁ���U>Á�µ¾_�UÉ�g�Á>Á���¦>¸¡Ò

Context: Jefferson County’s Food Landscape

Page 16: Seed Capital Kentucky Demand Study

16

�>U�¿�t¿>UUg¸¸¿Á�¿>tt�µ_>L�g\¿�g>�Á�Ó¿t��_¿U��Áµ�LÉÁg¸¿Á�¿t��_¿��¸gUɵ�ÁÓ\¿>¿U��_�Á���¿Á�>Á¿��Uµg>¸g_¿��¿��É�¸Ð���g¿

LgÁÑgg�¿ÇÙÙ�¿>�_¿ÇÙ�Ù¿gÐg�¿>¸¿ �Á¿_gU���g_¿>Uµ�¸¸¿ Á�g¿1-¿ ��¿ Á�>Á¿ ¸>�g¿Á��g¿¡gµ��_¦¿/�g¿�É�Lgµ¿�t¿ t��_¿

��¸gUɵg¿��_�Ð�_É>�¸¿��¿��É�¸Ð���g¿�-�¿µ�¸g¿tµ��¿��¼\Ã�Ù¿��¿ÇÙÙ�¿Á�¿�ǽ\l�Ù¿��¿ÇÙ�Ù¦17

��¿ >__�Á���¿ Á�¿ µ�¸��y¿ t��_¿ ��¸gUɵ�ÁÓ\¿ t��_¿ >¸¸�¸Á>�Ug¿ g�µ����g�Á¿ �>¸¿ ��Uµg>¸g_¿ >¸¿Ñg��¦¿ *>µÁ�U�¡>Á���¿ ��¿ Á�g¿

-É¡¡�g�g�Á>�¿ ÉÁµ�Á���¿�¸¸�¸Á>�Ug¿*µ�yµ>�¿ £- �*¤¿ ��Uµg>¸g_¿ ¸�y��ÚU>�Á�Ó¿ ��¿ ÇÙ�Ù¿>�_¿ÇÙ��¦¿ ��¿ ÇÙ��\¿ �l¦læ¿

�t¿ Á�g¿ ¡�¡É�>Á���¿ ��¿ �g�ÁÉU�Ó\¿ �µ¿ >¡¡µ�Ò��>Ág�Ó¿ lÇÙ\ÙÙÙ¿ ¡g�¡�g¿ ¡>µÁ�U�¡>Ág_¿ ��¿ - �*\¿ >�¿ ��Uµg>¸g¿ tµ��¿

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l�æ¿�t¿g��y�L�g¿��_�Ð�_É>�¸¿��¿ÇÙÙ�\¿Ñ�Á�¿��¿U�>�yg¿tµ��¿ÇÙÙ¼¦�l ��¿ÇÙ��\¿Ã¦Çæ¿�t¿Á�g¿¡�¡É�>Á���¿��¿�g�ÁÉU�Ó\¿�µ¿

>¡¡µ�Ò��>Ág�Ó¿�wÇ\ÙÙÙ¿¡g�¡�g¿¡>µÁ�U�¡>Ág_¿��¿/�g¿-¡gU�>�¿-É¡¡�g�g�Á>�¿ ÉÁµ�Á���¿*µ�yµ>�¿t�µ¿7��g�\¿��t>�Á¸¿

>�_¿���_µg�¿£7�¤¦¿/�>Á¿Ñ>¸¿µg�>Á�Ðg�Ó¿U��¸Á>�Á¿Ñ�Á�¿ÇÙÙ�\¿Ñ�g�¿>¡¡µ�Ò��>Ág�Ó¿�wÇ\ÙÙÙ¿�g�ÁÉU�Ó¿µg¸�_g�Á¸\¿

�µ¿Ã¦Ãæ¿�t¿Á�g¿¸Á>Ág²¸¿¡�¡É�>Á���\¿¡>µÁ�U�¡>Ág_¿��¿- �*¦��

- �*¿µg_g�¡Á���¸¿>Á¿t��_¿¸Á�µg¸¿��¿�gttgµ¸��¿�É�ÁÓ¿Ñgµg¿Ð>�Ég_¿>Á¿��µg¿Á�>�¿eÇÙ½¿�������¿��¿��¿ÇÙ�Ù\¿>�¿

��Uµg>¸g¿tµ��¿e���¿�������¿��¿ÇÙÙl¦¿��¿ÇÙ�Ù\¿�Ðgµ¿e��¿�������¿��¿7�¿µg_g�¡Á���¸¿Á���¿¡�>Ug¿>Á¿t��_¿¸Á�µg¸¿��¿

�gttgµ¸��¿�É�ÁÓ\¿Ñ��U�¿Ñ>¸¿µ�Éy��Ó¿gÐg�¿Ñ�Á�¿Á�g¿µg_g�¡Á���¸¿Á�>Á¿Á���¿¡�>Ug¿��¿ÇÙÙl¦20

�UU�µ_��y¿Á�¿>¿µg¡�µÁ¿LÓ¿�µ¦¿�>+É>�_µ>¿ g¸L�ÁÁ\¿��µgUÁ�µ¿�t¿��É�¸Ð���g¿�gÁµ�²¸¿�g¡>µÁ�g�Á¿�t¿*ÉL��U¿�g>�Á�¿>�_¿

7g���g¸¸\¿ Á�g¿ Á�¡¿ �Ù¿ µg>¸��¸¿ t�µ¿ ��¡>Á�g�Á¿ ��¸¡�Á>��×>Á���¿ ��¿ ÇÙÙ�¿ ��U�É_g_¿�g>µÁ¿ _�¸g>¸g¿ £��¤\¿ ¸Áµ��g¿ £�w¤\¿

_�>LgÁg¸¿£�¼¤¿>�_¿�Ó¡gµÁg�¸���¿£��Ù¤n>��¿_�¸g>¸g¸¿Á�>Á¿>µg¿µg�>Ág_¿Á�¿_�gÁ¿>�_¿�Lg¸�ÁÓnÑ�Á�¿_�>LgÁg¸¿>�¸�¿��¸Ág_¿

>¸¿Á�g¿�¼¿µg>¸��¿t�µ¿��¡>Á�g�Á¿��¸¡�Á>��×>Á���¿t�µ¿Ó�ÉÁ�¿É�_gµ¿Á�g¿>yg¿�t¿ÇÙ¦¿/�g¿¡gµUg�Á¿�t¿�ÐgµÑg�y�Á¿�µ¿�Lg¸g¿

17¿ ¿¿¿�gg_��y¿��gµ�U>¦¿�>¡¿Á�g¿�g>�¿�>¡¿ÇÙ��[¿���_¿��¸gUɵ�ÁÓ¿ ¸Á��>Ág¸¿>Á¿Á�g¿�É�ÁÓ¿�gÐg�¦

�l USDA Food Atlas. �ÁÁ¡[¾¾ÑÑѦgµ¸¦É¸_>¦y�о_>Á>�¡µ�_ÉUÁ¸¾t��_�g�Ð�µ���g�Á�>Á�>¸¾_�Ñ���>_�Á�g�_>Á>¦>¸¡Ò

��¿ ¿�L�_¦

20¿ ¿�L�_¦

15.00%

15.50%

16.00%

16.50%

17.00%

17.50%

Louisville Metro Kentucky Total US

Food Insecurity, % of Population, 2009 & 2010

2009

2010

Context: Jefferson County’s Food Landscape

Page 17: Seed Capital Kentucky Demand Study

17

>_É�Á¸¿��¿��É�¸Ð���g¿µ�¸g¿tµ��¿½Çæ¿Á�¿½w¦�æ¿tµ��¿ÇÙÙw¿Á�¿ÇÙÙ�\¿��y�gµ¿Á�>�¿�>Á���>�¿�Lg¸�ÁÓ¿µ>Ág¸¿t�µ¿Á��¸g¿

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Food Supply

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µg¡µg¸g�Á��y¿ �w¿�������¿ t>µ�¿>Uµg¸¦¿/�g¿ÇÙÙ¼¿1-¿g�¸É¸¿�t¿�yµ�UÉ�Áɵg¿ £U��¡�gÁg_¿gÐgµÓ¿ÚÐg¿Óg>µ¸¿LÓ¿ Á�g¿

1-��¤¿¡�>Ug_¿Á�g¿�>µ�gÁ¿Ð>�Ég¿�t¿ tµÉ�Á¿>�_¿ÐgygÁ>L�g¿Uµ�¡¸¿>Á¿eÇw¦Ù¿�������\¿ £Ç¦½æ¿�t¿yµ�¸¸¿¸>�g¸¤\¿>�_¿Á�g¿

1-��¿ U�����U¿,g¸g>µU�¿-gµÐ�Ug¿£ ,-¤¿Ð>�Ég_¿Á�g¿¸>�g¸¿�t¿tµÉ�Á\¿�ÉÁ¸¿>�_¿ÐgygÁ>L�g¸¿>Á¿eÃÙ¦�¿�������¿��¿ÇÙ�Ù\¿

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¡µ�_ÉUgµ¿�t¿U>ÁÁ�g¿g>¸Á¿�t¿Á�g¿��¸¸�¸¸�¡¡�¿,�Ðgµ\¿Ñ�Á�¿Ç¦Ç¿�������¿�g>_¸¿£Ç¦Ã椿>¸¿�t¿�>�É>µÓ¿ÇÙ�Ǧ¿�¿1��Ðgµ¸�ÁÓ¿

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���t>µ�¿�>µ�gÁ¸\¿�µ¿-�¸¿£���É��ÁÓ¿-É¡¡�µÁg_¿�yµ�UÉ�Áɵg¤¦23 Only 13,000 acres of the total farmland are

ɸg_¿Á�¿yµ�Ñ¿tµÉ�Á¸¿>�_¿ÐgygÁ>L�g¸¿Ñ���g¿��µg¿Á�>�¿½ÙÙ\ÙÙÙ¿>Uµg¸¿�¸¿�_�g¿Uµ�¡�>�_¿>�_¿�g>µ�Ó¿ll\ÙÙÙ¿>Uµg¸¿

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As a city that is closer to many parts of Indiana than it is to much of Kentucky, Louisville accesses “local”

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the Louisville marketplace, either through direct sales to consumers through CSAs or farmers’ markets, or

Á�µ�Éy�¿_�¸Áµ�LÉÁ�µ¸¿Ñ�Á�¿>¿¸Áµ��y¿��U>�¿t��_¿t�Uɸ¿�µ¿¡µ�yµ>�\¿¸ÉU�¿>¸¿�µ>¸¸��¡¡gµ¸¿�µ¿*�>××>¿*µ�_ÉUg¦¿��¿

Á�g¸g¿ ��ÁgµÐ�gѸ\¿ t>µ�gµ¸¿Ñgµg¿>¸�g_¿Ñ�>Á¿Ñ�É�_¿�>�g¿ �Á¿g>¸�gµ¿ Á�¿¸g��¿ Á�¿ Á�g¿��É�¸Ð���g¿�>µ�gÁ¦¿/�g¿��¸Á¿

21¿ ¿��É�¸Ð���g¿�gÁµ�¿*ÉL��U¿�g>�Á�¿�__µg¸¸\¿�µ¦¿�>+É>�_µ>¿ g¸L�ÁÁ\¿�>µU�¿½\¿ÇÙ�Ǧ

22 ¿ÇÙ�Ç¿�g�ÁÉU�Ó¿*µ�_ÉUg¿*�>�Á��y¿>�_¿�>µ�gÁ��y¿��Ág�Á���¸¿�µ�Ñgµ¿-ɵÐgÓ¿E¿"ÉÁ����\¿/��¿7��_¸\¿�>ÁÁ¿ µ�¸Á\¿>�_¿�gÐ��¿�g�_g�>���\¿�y¿ U�-����U¸\¿1��Ðgµ¸�ÁÓ¿�t¿�g�ÁÉU�Ó\¿� ¿ ÒÁg�¸���¿*ÉL��U>Á���¿ÇÙ�Ç��u¦

23 2012 Kentucky Produce Planting and Marketing Intentions

56.0%

58.0%

60.0%

62.0%

64.0%

66.0%

68.0%

Louisville Metro Kentucky US

Percent of Overweight or Obese Adults, 2004 and 2009

2004

2009

Context: Jefferson County’s Food Landscape

Page 18: Seed Capital Kentucky Demand Study

18

U�����¿µg¸¡��¸g¿LÓ¿t>µ¿Ñ>¸¿Á�>Á¿t>µ�gµ¸¿�gg_¿>UUg¸¸¿Á�¿��µg¿¡µ�Ug¸¸��y¿>�_¿>yyµgy>Á���¿t>U���Á�g¸¿U��¸gµ¿

Á�¿Á�g�µ¿t>µ�¸¦¿����¸Á¿>��¿�t¿Á�g¿t>µ�gµ¸¿��ÁgµÐ�gÑg_¿¸Á>Ág_¿Á�>Á¿Á�gÓ¿_�¿Á�g�µ¿�Ñ�¿_g��Ðgµ�g¸¿Á�¿�>µ�gÁ¸\¿-�¸\¿

_�¸Áµ�LÉÁ�µ¸¿>�_¿µg¸Á>ɵ>�Á¸¦¿

�_g>��Ó\¿Á�gÓ¿Ñ�É�_¿���g¿Á�¿�>Ðg¿t>U���Á�g¸¿Á�>Á¿U��L��g¿¡µ�Ug¸¸��y¿>�_¿U��_¿¸Á�µ>yg¿��tµ>¸ÁµÉUÁɵg\¿Á�¿¡µ�Ð�_g¿

Ð>�Ég¿>__g_¿¡µ�Ug¸¸��y¿¸gµÐ�Ug¸¿¸ÉU�¿>¸¿Û>¸�¿tµgg×��y¿�µ¿U>����y\¿LÉÁ¿>�¸�¿Á�¿¸gµÐg¿>¸¿>yyµgy>Á���¿¡���Á¸¿Á�¿

��Uµg>¸g¿gtÚU�g�U�g¸¿��¿_�¸Áµ�LÉÁ���¿Á�¿Á�g¿ÉµL>�¿�>µ�gÁ¡�>Ug¦¿�>µ�gµ¸¿>�¸�¿��Ág_¿Á�>Á¿¡µ�Ug¸¸��y¿t>U���Á�g¸¿̧ ÉU�¿

>¸¿U>��gµ�g¸¿Ñ�É�_¿¡µ�Ð�_g¿>¿�ÉU�¿�gg_g_¿�ÉÁ�gÁ¿t�µ¿¯¸gU��_¸°¿£¡µ�_ÉUÁ¿Á�>Á¿�>U�¸¿Á�g¿¡µ��g¿>¡¡g>µ>�Ug¿>�_¿

ªÉ>��ÁÓ¿_g�>�_g_¿LÓ\¿t�µ¿gÒ>�¡�g\¿yµ�UgµÓ¿¸Á�µg¸¿>�_¿¸É¡gµ�>µ�gÁ¸\¿LÉÁ¿�¸¿�ÉÁµ�Á��ɸ¿>�_¿�Á�gµÑ�¸g¿y��_¤¿

Á�>Á¿U�É�_¿Lg¿É¸g_¿��¿¡µ�_ÉUÁ¸¿���g¿¸�É¡¸\¿¸>ÉUg¸\¿�>�¸\¿µg��¸�g¸¿�µ¿¸>�¸>¸¦¿�>µ�gµ¸¿>�¸�¿U��Á��Ég¿Á�¿���y¿t�µ¿

��µg¿U��µ_��>Á���¿>���y¿t>µ�gµ¸²¿�>µ�gÁ¸\¿Ñ�Á�¿Á�g¿y�>�¿�t¿>U��gÐ��y¿¸Áµ��ygµ¿U����Á�g�Á¿tµ��¿t>µ�gµ¸¿Á�¿

¸g����y¿��¿>¿U��¸�¸Ág�Á¿L>¸�¸\¿g�¸Éµ��y¿>¿�g>�Á�Ó¿��Ò¿�t¿¡µ�_ÉUÁ¸¿>Á¿>�Ó¿y�Ðg�¿�>µ�gÁ\¿>�_¿Uµg>Á��y¿�>µ�gÁ¸¿Á�>Á¿

>µg¿��µg¿U��¸�¸Ág�Á\¿¡µg_�UÁ>L�g¿>�_¿µg��>L�g¿t�µ¿U��¸É�gµ¸¦

Farmers noted a lack of effective communication and information

Û�Ñ¿LgÁÑgg�¿LÉÓgµ¸¿�t¿��U>��Ó¿yµ�Ñ�¿t��_¿>�_¿Á��¸g¿Ñ��¿¡µ�_ÉUg¿

�Á¦¿ /�gÓ¿ Lg��gÐg¿ Á�>Á¿ ¡g�¡�g¿Ñ>�Á¿ Á�¿ LÉÓ¿ ��U>�¿ t��_¿ LgU>ɸg¿ Á�gÓ¿

Ð>�Ég¿tµg¸�¿>�_¿�ÉÁµ�Á��ɸ¿t��_\¿LÉÁ¿>�¸�¿LgU>ɸg¿�Á¿¸É¡¡�µÁ¸¿Á�g¿��U>�¿

gU����Ó¿>�_¿LÉ��_¸¿U���É��ÁÓ¦¿ÉÁ¿ Á�g¸g¿¡µ�_ÉUgµ¸¿_�¿��Á¿ tÉ��Ó¿

É�_gµ¸Á>�_¿Ñ�>Á¿U��¸É�gµ¸¿Ñ>�Á¿Á�¿LÉÓ¦¿g¸�_g¸¿Á�g¿¯L�y¿u°¿Uµ�¡¸¿

£Á��>Á�g¸\¿ UÉUÉ�Lgµ¸\¿ Lg��¿ ¡g¡¡gµ¸\¿ ¸ªÉ>¸�¿ >�_¿ ×ÉUU����¤\¿ Á�gÓ¿

�gg_¿ ��µg¿ U��UµgÁg¿ ��t�µ�>Á���¿ >L�ÉÁ¿ ¸¡gU�ÚU¿ Uµ�¡¸¿ U��¸É�gµ¸¿

are seeking. These producers also noted an overall lack of market

�gU�>��¸�¸¿Á�¿Uµg>Ág¿gtÚU�g�U�g¸¿�t¿¸U>�g¿��¿Á�g¿��U>�¿t��_¿¸Ó¸Ág�¦¿

Farmers also expressed concern over government and other

µgyÉ�>Á���¸¿ Á�>Á¿ U>�¿ Uµg>Ág¿ L>µµ�gµ¸¿ LgÁÑgg�¿ Á�g�¿ >�_¿ Á�g¿

�>µ�gÁ¡�>Ug¦¿ ��*¿ £���_¿ �yµ�UÉ�Áɵ>�¿ *µ>UÁ�Ug¸¤¿ gµÁ�ÚU>Á���n>¿

1-��¿>É_�Á¿¡µ�yµ>�¿_g¸�y�g_¿Á�¿g�¸Éµg¿Á�>Á¿tµÉ�Á¸¿>�_¿ÐgygÁ>L�g¸¿>µg¿¡µ�_ÉUg_\¿�>�_�g_\¿¡>U�g_¿>�_¿¸Á�µg_¿

��¿Ñ>Ó¸¿Á�>Á¿������×g¿Á�g¿µ�¸�¿�t¿��Uµ�L�>�¿t��_¿¸>tgÁÓ¿�>×>µ_¸n¿Ñ>¸¿>���y¿Á��¸g¿��¸Á¿�tÁg�¿�g�Á���g_¿LÓ¿

t>µ�gµ¸¿��¿Á��¸¿µgy>µ_¦¿7���g¿>�¿��Uµg>¸��y¿�É�Lgµ¿�t¿��¸Á�ÁÉÁ���>�¿>�_¿Ñ���g¸>�g¿LÉÓgµ¸¿µgªÉ�µg¿t>µ�gµ¸¿Á�¿Lg¿

��*¿UgµÁ�Úg_\¿�>�Ó¿¸�>��¿¸U>�g¿t>µ�gµ¸¿¸gg¿Á�g¿gÒ¡g�¸g¿�t¿>¿Á��µ_¿¡>µÁÓ¿>É_�Á¿>¸¿É�Ág�>L�g¿>�_¿É�µgU�Ðgµ>L�g¿

y�Ðg�¿Á�g�µ¿Uɵµg�Á¿¸U>�g\¿Á�g�µ¿gÒ�¸Á��y¿�>µ�gÁ¿�¡¡�µÁÉ��Á�g¸¿>�_¿Á�g�µ¿¡gµUg�Ðg_¿¡�Ág�Á�>�¿Á�¿yµ�Ѧ¿

Connecting Local Food to Local People

/�gµg¿�¸¿�ÉU�¿gÐ�_g�Ug¿Á�>Á¿��É�¸Ð���g¿�¸¿¸gµ��ɸ¿>L�ÉÁ¿U��Á��É��y¿Á�¿_gÐg��¡¿>¿Á�µ�Ð��y\¿¸É¸Á>��>L�g¿µgy���>�¿

t��_¿gU����Ó¿Á�>Á¿U���gUÁ¸¿��U>�¿t��_¿Á�¿��U>�¿¡g�¡�g¦¿�¸¿�g�Á���g_¿��¿Á��¸¿µg¡�µÁ²¸¿��Áµ�_ÉUÁ���\¿t����Ñ��y¿

Á�g¿µgU���g�_>Á���¸¿ ��U�É_g_¿��¿Á�g¿ÇÙÙl¿µg¸g>µU�¿U��_ÉUÁg_¿LÓ¿�>µ¡¿,g¸�ɵUg¸¿

>�_¿�>µ�gÁ¿6g�Áɵg¸\¿��U¦\¿��É�¸Ð���g¿�gÁµ�¿y�Ðgµ��g�Á¿��µg_¿>¿*ÉL��U¿��Ágµg¸Á¿µ��gµÆ¿

>�_¿g¸Á>L��¸�g_¿>¿�>µ�¿Á�¿/>L�g¿¡µ�yµ>�¿Á�¿Uµg>Ág¿µg�>Á���¸��¡¸¿>�_¿U���gUÁ¿¸É¡¡��gµ¸¿

Ñ�Á�¿U��¸É�gµ¸¦24 Louisville’s Mayor Fischer has continued to support the development

�t¿ Á�g¿ ��U>�¿ t��_¿ gU����Ó¿ >�_¿ �>¸¿ _g_�U>Ág_¿ µg¸�ɵUg¸¿Ñ�Á���¿ ��¸¿ >_����¸Áµ>Á���¿

Á>µygÁg_¿Á�¿Á��¸¿Ñ�µ�¦¿��¿>__�Á���¿Á�gµg¿>µg¿�>�Ó¿�Á�gµ¿gtt�µÁ¸¿É�_gµÑ>Ó¿��¿Á�g¿¯��U>�¿

food movement”:

Farmers’ Markets:¿/�gµg¿>µg¿Çw¿t>µ�gµ¸²¿�>µ�gÁ¸¿��¿��É�¸Ð���g\¿��U>Ág_¿��¿Á�g¿t����Ñ��y¿

�g�y�L�µ���_¸[¿ >¸Á¿��Ñ�Á�Ñ�¿£Ç¿�>µ�gÁ¸¤\¿��y��>�_¸¾µg¸Ug�Á¿����¿£w¤\¿���g¸¿*���Á¿

24 “Final Report: É��_��y¿Á�g¿��U>�¿���_¿ U����Ó\¿��É�¸Ð���g\¿�g�ÁÉU�Ó°¿�>µ�gÁ¿6g�Áɵg¸\¿��U¦¾�>µ¡¿,g¸�ɵUg¸¦¿ÇÙÙl\¿*>yg¿�w¦

“If you want to stay in business, you go where the people

and the money are. And for us, that’s

Louisville.”

- Oldham County farmer

Context: Jefferson County’s Food Landscape

Page 19: Seed Capital Kentucky Demand Study

19

£�¤\¿-�ÉÁ�¿g�Áµ>�¿£Ç¤\¿-�ÉÁ�g>¸Á¿£Ç¤\¿-�ÉÁ�Ñg¸Á¿£Ç¤\¿-Á¦¿�>ÁÁ�gѸ¿£w¤\¿>�_¿7g¸Á¾"�_¿��É�¸Ð���g¿£Ç¤¿>�_¿�Ó�_��¾

*µ�¸¡gUÁ¿£u¤¦¿�>µ�gµ¸²¿�>µ�gÁ¸¿��¿��É�¸Ð���g¿>µg¿��Á¿Ug�Áµ>��Ó¿�µy>��×g_¿�µ¿U��µ_��>Ág_¦¿��¸Á¿>µg¿�¡g�¿��g¿�µ¿

ÁÑ�¿_>Ó¸¿>¿Ñgg�¿��¿Á�g¿yµ�Ñ��y¿¸g>¸��\¿>�_¿Á�gµg¿ �¸¿>Á¿ �g>¸Á¿��g¿�>µ�gÁ¿�¡g�¿g>U�¿_>Ó¿�t¿Á�g¿Ñgg�¦¿ ��g¿

markets are open on Saturday.25

Fresh Stop:¿�¿¡µ��gUÁ¿�t¿���¡µ�ÚÁ¿ gÑ¿,��Á¸\¿��U¦\¿g>U�¿Ñgg�¿U���É��ÁÓ¿�g�Lgµ¸¿�>Ðg¿Á�g¿�¡¡�µÁÉ��ÁÓ¿Á�¿

LÉÓ¿>¿L�Ò¿�t¿��U>�\¿tµg¸�¿¡µ�_ÉUg¿Á�>Á¿Á�gÓ¿¡�U�¿É¡¿>Á¿��g¿�t¿Á�µgg¿�µg¸�¿-Á�¡¿��U>Á���¸[¿��ɵÁ�¿�Ðg�Ég¿1��Ág_¿

�gÁ��_�¸Á¿�ɵU�\¿,g_gg�gµ¿�ÉÁ�gµ>�¿�ɵU�¿£��¿-�>Ñ�gg¿�g�y�L�µ���_¤\¿>�_¿/�g¿7g¸�gÓ¿��ɸg¦26

Community Supported Agriculture (CSA): There are 20 CSA programs serving Jefferson County, selling fruits,

ÐgygÁ>L�g¸\¿�gµL¸\¿�g>Á\¿gyy¸\¿���gÓ\¿Û�Ñgµ¸¿>�_¿Ð>�Ég�>__g_¿¡µ�_ÉUÁ¸¿_�µgUÁ�Ó¿tµ��¿t>µ�gµ¸¿Á�¿LÉÓgµ¸¦27

���¿-�¸\¿Ñ�Á�¿Á�g¿gÒUg¡Á���¿�t¿�µ>¸¸��¡¡gµ¸¿��¸Áµ�LÉÁ���¿>�_¿�µg¸�¿-Á�¡\¿>µg¿µÉ�¿LÓ¿Á�g¿¡µ�_ÉUgµ¿t>µ�\¿Ñ�Á�¿

¡�U�É¡¿ ��U>Á���¸¿��¸�Ág¿�µ¿>Á¿U���É��ÁÓ¿_µ�¡��tt¿¸�Ág¸¿¸¡gU�ÚU¿Á�¿

the CSA program. Most CSA programs are seasonal, running from

�>Ág¿�>Ó¿ Á�¿g>µ�Ó¿ �Ðg�Lgµ¦¿ �Á¿ �¸¿ g¸Á��>Ág_¿ Á�>Á¿uÙÙ¿-�¿¸�>µg¸¿

Ñgµg¿¸É¡¡��g_¿Á�¿��É�¸Ð���g¿U��¸É�gµ¸¿��¿ÇÙÙ�¦Çl

Urban Agriculture[¿/�g¿�gttgµ¸��¿�É�ÁÓ¿ ÒÁg�¸���¿�tÚUg¿�>�>yg¸¿

the community garden program for Louisville Metro. Currently,

there are more than 1,000 plots varying in size from 10’ x 20’ to 30’

x 30’ that comprise more than 24 acres at 10 different sites. The

potential retail value of production is nearly $750,000 and involves

��µg¿ Á�>�¿ �\½ÙÙ¿ U���É��ÁÓ¿ �g�Lgµ¸¦¿ �>�Ó¿ �t¿ Á�g¿ U���É��ÁÓ¿

y>µ_g�¸¿�>Ðg¿>¿ÁÑ�¿Á�¿Á�µgg¿Óg>µ¿Ñ>�Á��y¿ ��¸Á¿>�_\¿LgU>ɸg¿�t¿ Á��¸\¿_g�>�_¿ t�µ¿¸�Ág¿_gÐg��¡�g�Á¿ ��Ð��Ð��y¿

t��_¿¡µ�_ÉUÁ���¿¸Ó¸Ág�¸¿�¸¿yµ�Ñ��y¦¿��É�¸Ð���g¿�gÁµ�¿�>¸¿�>�Ó¿�¡¡�µÁÉ��Á�g¸¿Á�¿��Uµg>¸g¿Á�g¿>UUg¸¸¿�t¿��U>��Ó¿

yµ�Ñ�¿ t��_¿Á�¿�g�y�L�µ���_¸¿LÓ¿ÉÁ���×��y¿Ð>U>�Á¿�µ¿>L>�_��g_¿ ��Á¸¦¿*µg¸g�Á�Ó\¿ Á�gµg¿>µg¿��µg¿ Á�>�¿w\ÙÙÙ¿

��Á¸¿ Á�>Á¿ U�É�_¿ ¡�Ág�Á�>��Ó¿ Lg¿ ɸg_¿ t�µ¿ ÐgygÁ>L�g¿ ¡µ�_ÉUÁ���¿ >�_¿

most of these lots are located in “limited resource” communities

Ñ�gµg¿>UUg¸¸¿Á�¿tµg¸�¿tµÉ�Á¿>�_¿ÐgygÁ>L�g¸¿�¸¿>¿U�>��g�yg¦¿�>�Ó¿�t¿

Á�g¸g¿��Á¸¿U��Á>��¿¸���¸¿Á�>Á¿>µg\¿�µ¿¡gµUg�Ðg_¿Á�¿Lg\¿U��Á>���>Ág_¿

Ñ�Á�¿ Á�Ò��¸¿ g¸¡gU�>��Ó¿ �g>ÐÓ¿�gÁ>�¸¿ £�g>_¤\¿ LÉÁ¿Ñ�gµg¿ µ>�¸g_¿Lg_¿

gardening could mitigate toxic soil issues.�

Retail:¿ "t¿ Á�g¿ >t�µg�g�Á���g_¿ �Ù¿ ¸É¡gµ�>µ�gÁ¿ U�>��¸¿ >�_¿ ÁÑ�¿

Ñ>µg��ɸg¿U�>��¸¿_���y¿Lɸ��g¸¸¿��¿��É�¸Ð���g\¿¸gÐgµ>�¿>µg¿��Á>L�Ó¿

>UÁ�Ðg¿��¿¡µ�Uɵ��y¿>�_¿�>µ�gÁ��y¿��U>��Ó¿yµ�Ñ�¿�µ¿̧ �ɵUg_¿¡µ�_ÉUÁ¸¦¿

T¿ �µg¸�¿�>µ�gÁ¿�>¸¿>¿¯�µ�Ñ�¿±,�É�_¿�gµg°¿_g¸�y�>Á���¿Á�¿�_g�Á�tÓ¿¡µ�_ÉUg¿yµ�Ñ�¿Ñ�Á���¿��g¿�É�_µg_¿���g¸¿�t¿Á�g¿¸Á�µg\¿>¸¿Ñg��¿>¸¿>¿¯���g¸¿�µg¸�gµ°¿_g¸�y�>Á���¿t�µ¿¡µ�_ÉUg¿yµ�Ñ�¿�ÉÁ¸�_g¿Á�g¿��g¿�É�_µg_¿���g¿µ>_�ɸ\¿LÉÁ¿U��¸gµ¿Á�>�¿Ñ�>Á¿Á�g¿company calls the industry’s “main harvest region”.30

T¿ �µ�ygµ¿>�¸�¿�>¸¿¯��U>��Ó¿yµ�Ñ�°¿>�_¿¯��U>��Ó¿¡µ�_ÉUg_°¿¡µ�yµ>�¸\¿>�_¿>__�Á���>��Ó\¿Á�g¿U��¡>�Ó¿

25¿ �ÁÁ¡[¾¾ÑÑѦ��É�¸Ð���g�Ó¦y�о�g>�Á�Ó���gÁ�Ñ�¾�g>�Á�Óg>Á��y¾�µg¸�-Á�¡¸¦�Á�

26 Fresh Stops. �ÁÁ¡[¾¾ÑÑѦ��É�¸Ð���g�Ó¦y�о�g>�Á�Ó���gÁ�Ñ�¾�g>�Á�Óg>Á��y¾�µg¸�-Á�¡¸¦�Á�

27 Community Supported Agriculture Program. Kentucky Department of Agriculture. �ÁÁ¡[¾¾ÑÑѦ�Ó>yµ¦U��¾�>µ�gÁ��y¾-�¦�Á��

Çl¿ ¿/�g¿-Á>Ág¿�t¿���_¦¿�¿-�>¡¸��Á¿�t¿���_¿�UUg¸¸¿��¿��É�¸Ð���g¦¿�>Ó�µ²¸¿�g>�Á�Ó¿���gÁ�Ñ�¿��Ðg�g�Á\¿ÇÙ�Ù¦

Ç� ¿��t�µ�>Á���¿¡µ�Ð�_g_¿LÓ¿7>Ó�g¿���y\¿� ,¿�yg�Á¾�É�ÁÓ¿��µ_��>Á�µ\¿�gttgµ¸��¿�É�ÁÓ¿ ÒÁg�¸���¿-gµÐ�Ug\¿�gUg�Lgµ¿ÇÙ�Ǧ

30¿ ¿/�g¿�µg¸�¿�>µ�gÁ¦¿���_¿�µ��¿9�ɵ¿ g�y�L�µ¸¦¿�ÁÁ¡[¾¾ÑÑѦÁ�gtµg¸��>µ�gÁ¦U��¾�g¡>µÁ�g�Á¸¾¡µ�_ÉUgÎ���_Î�µ��Î9�ɵΠg�y�L�µ¦�Á��

“I have yet to see any local product in season

where production exceeds our demand.”

- Kroger representative

Context: Jefferson County’s Food Landscape

Page 20: Seed Capital Kentucky Demand Study

20

Ñ�µ�¸¿Ñ�Á�¿ÇÙ¿_>�µ�g¸¿��¿�u¿¸Á>Ág¸¿Á�¿¡µ�Ug¸¸¿>�_¿_g��Ðgµ¿����¿Á�¿>��¿�µ�ygµ¿¸Á�µg¸¦¿�µ�ygµ¿¡>µÁ�U�¡>Ág¸¿��¿�>�Ó¿¸Á>Ág¿��U>�¿>yµ�UÉ�Áɵ>�¿�>µ�gÁ��y¿¡µ�yµ>�¸\¿��U�É_��y¿�g�ÁÉU�Ó¿*µ�É_\¿Á�g¿¸Á>Ág²¸¿�tÚU�>�¿t>µ�¿�>µ�gÁ��y¿¡µ�yµ>�\¿Ñ��U�¿¡µ���Ág¸¿t��_¿¡µ�_ÉUÁ¸¿yµ�Ñ�¿>�_¿¡µ�_ÉUg_¿��¿�g�ÁÉU�Ó.31

T¿ �g��gµ²¸¿ÑgL¸�Ág¿U�>��¸¿Á�>Á¿¯�g��gµ¿�¸¿Á�g¿�>µyg¸Á¿¡ÉµU�>¸gµ¿�t¿��U>�¿¡µ�_ÉUg¿��¿Á�g¿�>µ�gÁ¸¿Ñg¿¸gµÐg\°¿Ñ��U�¿��U�É_g¿��_�>�>\¿"���\¿�������¸¿>�_¿��U��y>�¿>���y¿Ñ�Á�¿�g�ÁÉU�Ó¦¿�g��gµ¿¡>µÁ�U�¡>Ág¸¿��¿Kentucky Proud. 32

T¿ 7>��>µÁ¿£ g�y�L�µ���_¿�>µ�gÁ¿E¿-É¡gµUg�Ágµ¤¿�>¸¿>¿�É�Lgµ¿�t¿U����Á�g�Á¸¿µg�>Ág_¿Á�¿¸É¸Á>��>L�g¿>yµ�UÉ�Áɵg\¿��U�É_��y¿��Uµg>¸��y¿Á�g¿��U��g¿�t¿Á�g¿¸�>��¿>�_¿�g_�É��¸�×g_¿t>µ�gµ¸¿Á�g¿U��¡>�Ó¿¸�ɵUg¸¿tµ��¿LÓ¿�Ùæ¿Á�¿�u榿��¿ÇÙ��\¿7>��>µÁ¿��Uµg>¸g_¿Á�g¿>��É�Á¿�t¿��U>�¿¡µ�_ÉUg¿Á�g¿U��¡>�Ó¿¸�ɵUg¸¿LÓ¿�¼æ\¿Ñ��U�¿>UU�É�Á¸¿t�µ¿�Ùæ¿�t¿Á�g¿>��¿Á�g¿¡µ�_ÉUg¿�Á¿¸g��¸¦ 33

T¿ 7���g¿���_¸¿�>µ�gÁ¿�>¸¿>¿��U>�¿*µ�_ÉUgµ¿��>�¿*µ�yµ>�\¿Ñ��U�¿¡µ�Ð�_g¸¿É¡¿Á�¿e�Ù¿�������¿��¿��Ñ¿��Ágµg¸Á¿Ú�>�U��y¿Á�¿t>µ�gµ¸¿>µ�É�_¿Á�g¿U�É�ÁµÓ¦¿��¿Ágµ�¸¿�t¿_gÚ���y¿¯��U>�\°¿g>U�¿�t¿Á�g¿U�>��²¸¿��¿µgy���¸¿�>¸¿�Á¸¿�Ñ�¿¸¡gU�ÚU¿_gÚ��Á���\¿Á��Éy�¿��¿gÐgµÓ¿U>¸g¿�Á¿U>���Á¿��U�É_g¿¡µ�_ÉUÁ¸¿Á�>Á¿�>Ðg¿Áµ>Ðg�g_¿��µg¿Á�>�¿��g¿_>Ó¿£¸gÐg�¿��ɵ¸¿LÓ¿U>µ¿�µ¿ÁµÉU�¤¦34

��¿>__�Á���\¿��É�¸Ð���g¿�>¸¿¸gÐgµ>�¿¸�>��gµ¿ ��_g¡g�_g�Á¿µgÁ>��gµ¸¿Á�>Á¿>µg¿LÓ¿Ð>µÓ��y¿_gyµgg¸¿¡ÉµU�>¸��y¿>�_¿

selling local products. Of note is Root Cellar, an independent retail food store that entered the Louisville market

��¿�¡µ��¿ÇÙ��¿>�_¿��Ñ¿�>¸¿ÁÑ�¿��U>Á���¸¿Á�>Á¿¸g��¿��U>�\¿t>µ��µ>�¸g_¿¡µ�_ÉUÁ¸¿�t¿>��¿Ð>µ�gÁ�g¸¦¿

Local food distributors:¿ -gÐgµ>�¿ U��¡>��g¸¿ �>Ðg¿ ¸¡gU�ÚU>��Ó¿ t�Uɸg_¿ ��¿ _�¸Áµ�LÉÁ��y¿ ��U>��Ó�yµ�Ñ�¿ t��_¸¦¿

Among them are:

T¿ �µ>¸¸��¡¡gµ¸¿��¸Áµ�LÉÁ���¿�¸¿>¿��U>�¿_�¸Áµ�LÉÁ�µ¿Á�>Á¿¸g��¸¿���Ó¿��U>��Ó¿yµ�Ñ�¿t��_¦¿/�g¿�µy>��×>Á���¿Ñ�µ�¸¿Ñ�Á�¿>¡¡µ�Ò��>Ág�Ó¿¼u¿��U>�¿t>µ�¸¿Á�¿Lµ��y¿>¿tÉ��¿µ>�yg¿�t¿��U>�¿¡µ�_ÉUÁ¸¿Á�¿U��¸É�gµ¸¿Óg>µ¿µ�É�_¦¿��¿>__�Á���¿Á�¿Lɸ��g¸¸�Á��Lɸ��g¸¸¿¸>�g¸\¿�µ>¸¸��¡¡gµ¸¿�>¸¿�Ðgµ¿�\ÇÙÙ¿¸ÉL¸Uµ�Lgµ¸¿Á�¿�Á¸¿��U>�¿t��_¿yµ�UgµÓ¿¡µ�yµ>�\¿��¿��É�¸Ð���g\¿g�¸gÑ�gµg¿��¿�g�ÁÉU�Ó¿>�_¿��¿-�ÉÁ�gµ�¿��_�>�>¦ 35

T¿ µg>Á���¿�>µ_g�¸¿�¸¿>¿t��_¿_�¸Áµ�LÉÁ�µ¿Ñ�Á�¿�ÉL¸¿��¿��É�¸Ð���g¿>�_¿ >¸�Ð���g\¿¸¡gU�>��×��y¿��¿¡µ�Ð�_��y¿¡µ�_ÉUg¿>�_¿y�ɵ�gÁ¿t��_¸¿Á�¿µg¸Á>ɵ>�Á¸¿>�_¿��¸Á�ÁÉÁ���¸¿£¸ÉU�¿>¸¿��Ág�¸¿>�_¿É��Ðgµ¸�Á�g¸¤¦¿/�g¿U��¡>�Ó¿¸gµÐg¸¿�Ðgµ¿lÙÙ¿UɸÁ��gµ¸¿��¿�g�ÁÉU�Ó\¿/g��g¸¸gg¿>�_¿-�ÉÁ�gµ�¿��_�>�>¦¿����y¿�Á¸¿_�¸Áµ�LÉÁ���¿µ�ÉÁg¸\¿µg>Á���¿�>µ_g�¸¿>�¸�¿¸Á�¡¸¿>Á¿��U>�¿t>µ�¸\¿LÉÓ��y¿>�_¿¡�U���y¿É¡¿Á�g¿�>��µ�ÁÓ¿�t¿Á�g¿��U>�¿t��_¸¿Á�gÓ¿_�¸Áµ�LÉÁg¿_�µgUÁ�Ó¿tµ��¿Á�g¿t>µ�¸¿Á�g�¸g�Ðg¸¦¿"�g¿�t¿Á�g¿�g>_¿_�¸Áµ�LÉÁ�µ¸¿�t¿�g�ÁÉU�Ó¿*µ�É_¿�>Lg�g_¿¡µ�_ÉUÁ¸\¿µg>Á���¿�>µ_g�¸¿�>¸¿>¿tÉ���Á��g¿µg¸�ɵUg¿t�Uɸg_¿��¿¡µ�Uɵ��y¿��U>�¿t��_¸\¿��Á��y¿Á�>Á¿¯LÉÓ��y¿��U>�¿�g�¡¸¿�ɵ¿>µg>¿t>µ�gµ¸\¿�ɵ¿��U>�¿gU�����g¸¿>�_¿¸>Ðg¸¿��>_¸¿�t¿fuel from transcontinental freight.”

T¿ �µgg�¿¦ ¦�¦ ¦¿�¸¿>�¿��_�>�>¡���¸�L>¸g_¿U��¡>�Ó¿¸gµÐ��y¿Á�g¿U���É��Á�g¸¿�t¿��_�>�>¡���¸\¿�É�U�g\¿�Á¦¿7>Ó�g\¿��É�¸Ð���g\¿��U���>Á�\¿ �µÁ�gµ�¿�g�ÁÉU�Ó\¿��É�Lɸ¿E¿�>ÓÁ��\¿Ñ��¸g¿¸Á>Ág_¿y�>�¿�¸¿¯Á�¿�>�g¿�g>�Á�Ó¿>�_¿¸É¸Á>��>L�Ó¿yµ�Ñ�¿��U>�¿t��_¿>tt�µ_>L�g\¿>UUg¸¸�L�g\¿>�_¿U��Ðg��g�Á¿Á�¿Á�g¿��_Ñg¸Á¿U���É��Á�g¸°¿Á�gÓ¿¸gµÐg¦36

31¿ ¿�µ�ygµ¿ÇÙ�Ç¿-ɸÁ>��>L���ÁÓ¿,g¡�µÁ¦¿�ÁÁ¡[¾¾¸É¸Á>��>L���ÁÓ¦�µ�ygµ¦U��¾ÇÙ�Ç�µ�ygµ-ɸÁ>��>L���ÁÓ,g¡�µÁ¦¡_t

32¿ ¿�g��gµ\¿��U>�¿�µ�Ñgµ¸¦¿�ÁÁ¡[¾¾ÑÑѦ�g��gµ¦U��¾U��Ág�Á¾U�µ¡�µ>Ág¦�¸¡«¡>yg >�gp��U>�Îyµ�Ñgµ¸

33¿ ¿7>��>µÁ¿���L>�¿,g¸¡��¸�L��ÁÓ\¿-ɸÁ>��>L�g¿�yµ�UÉ�Áɵg¦¿�ÁÁ¡[¾¾U�µ¡�µ>Ág¦Ñ>��>µÁ¦U��¾y��L>��µg¸¡��¸�L���ÁÓ¾g�Ð�µ���g�Á�¸É¸Á>��>L���ÁÓ¾¸É¸Á>��>L�g�>yµ�UÉ�Áɵg

34¿ ¿7���g¿���_¸\¿��U>�¿*µ�_ÉUgµ¿��>�¿*µ�yµ>�¦¿�ÁÁ¡[¾¾ÑÑѦÑ���gt��_¸�>µ�gÁ¦U��¾��¸¸����Ð>�Ég¸¾U>µ��y�U���É��Á�g¸¾��U>��¡µ�_ÉUgµ���>��program

35¿ ¿�µ>¸¸��¡¡gµ¸¦¿�L�ÉÁ¿1¸¦¿�ÁÁ¡[¾¾yµ>¸¸��¡¡gµ¸_�¸Áµ�LÉÁ���¦U��¾>L�ÉÁ�ɸ¾

36¿ ¿�µgg�¿¦ ¦�¦ ¦¿�L�ÉÁ¿1¸¦¿�ÁÁ¡[¾¾ÑÑѦyµgg�Lg>�_g��ÐgµÓ¦U��¾�g�ÁÉU�Ó¾��_gÒ¦¡�¡¾>L�ÉÁ�Ǿ

Context: Jefferson County’s Food Landscape

Page 21: Seed Capital Kentucky Demand Study

21

T¿ Ehrler’s is a micro delivery service focusing on local dairy products, in Louisville and the surrounding areas.37

T¿ �µ�Ñ¿�>µ�¸¿�¸¿>¿Ñ���g¸>�g¿yµ�Ñgµ¿>�_¿_�¸Áµ�LÉÁ�µ¿�t¿µgy���>��Ó¿yµ�Ñ�¿tµÉ�Á¸¿>�_¿ÐgygÁ>L�g¸¿Ñ�Á�¿¯>Uµg>yg¿��¿¡µ�_ÉUÁ���¿��¿�g�ÁÉU�Ó\¿��_�>�>\¿"���\¿/g��g¸¸gg¦°¿�µ�Ñ¿�>µ�¸¿�¸¿>¿¸ÉL¸�_�>µÓ¿�t¿��µÁ��¿�µÉ�Á¿��¡>�Ó¿�t¿��É�¸Ð���g\¿>¿�g>_��y¿µg�¡>U�gµ\¿¡µ�Ug¸¸�µ\¿>�_¿tÉ������g¿_�¸Áµ�LÉÁ�µ¿�t¿tµÉ�Á¸¿>�_¿ÐgygÁ>L�g¸¿L>¸g_¿��¿��É�¸Ð���g¦Ãl

T¿ *�>××>¿*µ�_ÉUg¿�¸¿>�¿��_�>�>¡���¸�L>¸g_¿tµÉ�Á¿>�_¿ÐgygÁ>L�g¿_�¸Áµ�LÉÁ�µ¿Á�>Á¿¸g��¸¿>¡¡µ�Ò��>Ág�Ó¿e�ÇÙ¿�������¿Ñ�µÁ�¿�t¿t��_¿g>U�¿Óg>µ¿��¿ÚÐg¿¸Á>Ág¸\¿Ñ�Á�¿>¿t�Uɸ¿��¿��¸Á�ÁÉÁ���>�¿t��_¿¡µ�Ð�_gµ¸¦¿��¿ÇÙ��\¿Á�g¿U��¡>�Ó¿�¡g�g_¿>¿¸�>��¿Ñ>µg��ɸg¿>�_¿�>É�U�g_¿>¿¡���Á¿��U>�¿t��_¿¡µ�yµ>�¿��¿��É�¸Ð���g\¿Á�¿¸g��¿�9¿*µ�É_¿¡µ�_ÉUÁ¿Á�¿��É�¸Ð���g¿Ñ���g¸>�g¿LÉÓgµ¸¦

T¿ >�¡�¸>��¿�µÉ�Á¿�¸¿>¿��É�¸Ð���g�L>¸g_¿_�¸Áµ�LÉÁ�µ¿Á�>Á¿¸�ɵUg¸¿U�>¸Á¿Á�¿U�>¸Á\¿>¸¿Ñg��¿>¸¿internationally, and is also committed to sourcing local produce in season.Ã�

Jefferson County Public Schools (JCPS)¿ �>¸¿ Lgg�¿ ¡ÉµU�>¸��y¿ ��U>�¿ t��_¸¿ t�µ¿ �Á¸¿�g>�¿ >�_¿ ¸�>U�¿ ¡µ�yµ>�¸¿

t�µ¿ ÿ Óg>µ¸\¿ ¡>µÁ�gµ��y¿ Ñ�Á�¿ t��_¿ _�¸Áµ�LÉÁ�µ¸¿ >�_¿ _�µgUÁ�Ó¿ Ñ�Á�¿ t>µ�gµ¸¦¿ �*-¿ ¸gµÐg¸¿ >¿ Á�Á>�¿ �t¿ l¼\ÙÙÙ¿

�g>�¸¿ >�_¿ u\ÙÙÙ¿ ¸�>U�¸¿ ¡gµ¿ _>Ó¿ >Uµ�¸¸¿ �w�¿ ¸U����¸¿ Á�µ�Éy�¿ Á�g¿ >Á���>�¿ -U����¿ �É�U�¿ *µ�yµ>�¿ £ -�*¤¿

during the school year. In 2010, JCPS created local food procurement policy. The policy states that

�*-¿Ñ���¿ ¸gg�¿ Á�¿ �_g�Á�tÓ¿ >�_¿ gÒgUÉÁg¿ �¡¡�µÁÉ��Á�g¸¿ t�µ¿ ��U>�¿ ¡ÉµU�>¸��y¿ �t¿ ¡µ�_ÉUg¦ 55 During the 2011 to

ÇÙ�Ç¿ ¸U����¿ Óg>µ\¿ �¼¿ ��U>��Ó¿ yµ�Ñ�¿ �Ág�¸¿ Ñgµg¿ ��U�É_g_¿ ��¿ Á�g¿ ¸U����¿ �É�U�¿ ¡µ�yµ>�¿ >Á¿ >�¿ g¸Á��>Ág_¿

Ð>�Ég¿ �t¿ e�Ǽ\ÙÙÙ\¿ /�g¿ �µg¸�¿ �µÉ�Á¿ >�_¿ 6gygÁ>L�g¿ -�>U�¿ ¡µ�yµ>�¿ ¡ÉµU�>¸g_¿ e�ÃÙ\ÙÙÙ¿ �t¿ ��U>��Ó¿ yµ�Ñ�¿

produce.40 /�g¿ ¸U����¿ _�¸Áµ�UÁ¿ ¸gÁ¿ >¿ Á>µygÁ¿ �t¿ ¸�ɵU��y¿ Çuæ¿ �t¿ �Á¸¿ ¡µ�_ÉUg¿ tµ��¿ ��U>�¿ t>µ�¸¿ ��¿ ÇÙ�Ǧ41

The University of Louisville¿�>¸¿>¿¯�µgg�¿*ɵU�>¸��y°¿¡���UÓ¿Á�>Á¿��U�É_g¸¿Á�g¿t����Ñ��y¿U�>ɸg¸¿µg�>Ág_¿Á�¿Á�g¿

purchase of local foods:

T¿ 7�g�¿¡ÉµU�>¸��y¿>yµ�UÉ�Áɵ>�¿¡µ�_ÉUÁ¸\¿>��¿t��_¿U��Áµ>UÁ�µ¸¿¸�>��¿¡ÉµU�>¸g¿�g�ÁÉU�Ó�yµ�Ñ�¿>yµ�UÉ�Áɵ>�¿¡µ�_ÉUÁ¸¿�t¿Á�g¿¡µ�_ÉUÁ¸¿>µg¿>Ð>��>L�g¿>�_¿�t¿Á�g¿Ðg�_�µ¿U>�¿�ggÁ¿Á�g¿>¡¡��U>L�g¿ªÉ>��ÁÓ¿standards and pricing requirements.

T¿ ���¿t��_¿U��Áµ>UÁ�µ¸¿¸�>��¿>yµgg¿Á�¿Ñ�µ�¿Ñ�Á�¿Á�g�µ¿_�¸Áµ�LÉÁ�µ¸¿Á�¿¡ÉµU�>¸g¿>¿�����É�¿�t¿�uæ¿��U>��Ó¿yµ�Ñ�¿¡µ�_ÉUÁ¸¦¿

T¿ ���¿t��_¿U��Áµ>UÁ�µ¸¿¸�>��¿tɵÁ�gµ¿>yµgg¿Á�>Á¿Á�g¿�uæ¿�¸¿>�¿���Á�>�¿¡gµUg�Á>yg¿>�_¿Á�>Á¿>��¿t��_¿U��Áµ>UÁ�µ¸¿Ñ���¿¡ÉµU�>¸g¿>¸¿�ÉU�¿��U>�¿¡µ�_ÉUg¿>�_¿¡µ�_ÉUÁ¿>¸¿¡�¸¸�L�g¦¿

T¿ ���¿t��_¿U��Áµ>UÁ�µ¸¿>�_¿1��Ðgµ¸�ÁÓ¿Ñ���¿µgÐ�gÑ¿Á�g¿��U>�¿¡ÉµU�>¸g¸¿>��É>��Ó¿>�_¿�ÉÁÉ>��Ó¿>yµgg¿��¿��Uµg>¸g¸¿Á�¿Á�g¿¡gµUg�Á>yg¿Ñ�gµg¿>�_¿Ñ�g�¿¡�¸¸�L�g¦ 42

/�g¿1��Ðgµ¸�ÁÓ¿�t¿��É�¸Ð���g¿>�¸�¿Ñ�µ�¸¿Ñ�Á�¿-�_gÒ�¿��¿>¿Ð>µ�gÁÓ¿�t¿U>�¡É¸¿_����y¿¸É¸Á>��>L���ÁÓ¿ ���Á�>Á�Ðg¸\¿

��U�É_��y¿��U>�¿¡ÉµU�>¸��y¦¿,�Éy��Ó¿ÇÙæ¿�t¿>��¿t��_¿¡ÉµU�>¸g¸¿>µg¿¸�ɵUg_¿tµ��¿Ñ�Á���¿ÇuÙ¿���g¸¿�t¿U>�¡É¸\¿

��U�É_��y¿¡µ�_ÉUg\¿_>�µÓ\¿�g>Á¸\¿Lµg>_¸¿>�_¿L>�g_¿y��_¸¦¿��¿Á�g¿̧ gU��_¿�>�t¿�t¿ÇÙ��\¿Ç�¦¼æ¿Ñ>¸¿̧ �ɵUg_¿��U>��Ó¦43

37¿ ¿ �µ�gµ²¸¿��Uµ�¿�>�µÓ¿�ÁÁ¡[¾¾g�µ�gµ¦_g��ÐgµÓL�סµ�¦U��¾���g¦¡�¡

Ãl¿ ¿�µ�Ñ¿�>µ�¸¦¿�ÁÁ¡[¾¾ÑÑѦyµ�Ñt>µ�¸¦U��¾

Ã� Frank A. Campisano & Sons Fruit Co. Products. �ÁÁ¡[¾¾U>�¡�¸>��tµÉ�Á¦U��¾_Ó�*>yg¦>¸¡«�_pÇ

40¿ ¿ _�L�g¿��É�¸Ð���g¦¿ _�L�g¿/�_L�Á¸¦¿�>Ó��É�g¿ÇÙ�Ǧ¿�ÁÁ¡[¾¾ÑÑѦg_�L�gU���É��Á�g¸¦U��¾��É�¸Ð���g¾�>Ó��É�g�ÇÙ�Ǿg_�L�g�Á�_L�Á¸¦�Á�

41¿ �>Á>Ó>�>\¿�¦¿�*-¿*µg¡>µg¸¿t�µ¿1-��¿Á�¿1¡_>Ág¿-U����¿ ÉÁµ�Á���¿-Á>�_>µ_¸\¿7�*�¿ gѸ¦¿�>�É>µÓ¿Çw\¿ÇÙ�Ǧ¿�ÁÁ¡[¾¾>µU��Ðg¸¦Ñt¡�¦�µy¾ÇÙ�ǾÙ�¾Çw¾�U¡¸�¡µg¡>µg¸�t�µ�ɸ_>�Á��É¡_>Ág�¸U������ÉÁµ�Á����¸Á>�_>µ_¸¾

42¿ ¿1��Ðgµ¸�ÁÓ¿�t¿��É�¸Ð���g¿-ɸÁ>��>L���ÁÓ¦¿�µgg�¿*ɵU�>¸��y¦¿�ÁÁ¡[¾¾��É�¸Ð���g¦g_ɾ¸É¸Á>��>L���ÁÓ¾�¡gµ>Á���¸¾yµgg��¡ÉµU�>¸��y¦�Á��

43 1��Ðgµ¸�ÁÓ¿�t¿��É�¸Ð���g¿-ɸÁ>��>L���ÁÓ¦¿���_¦¿�ÁÁ¡[¾¾��É�¸Ð���g¦g_ɾ¸É¸Á>��>L���ÁÓ¾�¡gµ>Á���¸¾t��_¦�Á��

Context: Jefferson County’s Food Landscape

Page 22: Seed Capital Kentucky Demand Study

22

YMCA �>¸¿¡>µÁ�gµg_¿Ñ�Á�¿Á�g¿��É�¸Ð���g¿�g¡>µÁ�g�Á¿�t¿*ÉL��U¿�g>�Á�¿>�_¿7g���g¸¸¿>���y¿Ñ�Á�¿Á�g¿g�Ágµ¿t�µ¿

Health Equity in a “Healthy In A Hurry Corner Store” initiative that addresses the lack of fresh produce and

ÐgygÁ>L�g¸¿��¿��Ñ���U��g¿>µg>¸¦¿/�gµg¿>µg¿Uɵµg�Á�Ó¿¸gÐg�¿�µ�gµ¿-Á�µg¿��U>Á���¸¦44

Restaurants:¿�>�Ó¿��É�¸Ð���g¿µg¸Á>ɵ>�Á¸¿�>Ðg¿t����Ñg_¿Á�g¿�>Á���>�¿Áµg�_¿Á�¿>__¿��U>�¿t��_¿�ttgµ��y¸¿Á�¿Á�g�µ¿

�g�ɸ¦¿/�gµg¿>µg¿Uɵµg�Á�Ó¿wÿ��É�¸Ð���g¿ µg¸Á>ɵ>�Á¸¿ ��¿ Á�g¿�g�ÁÉU�Ó¿*µ�É_¿,g¸Á>ɵ>�Á¿,gÑ>µ_¸¿¡µ�yµ>�45,

and several restaurants market their local menu items as a key distinguishing factor, including Harvest, Lilly’s,

�>Ó>�¿>th\¿µ�¸Á��¿>µ¿E¿�µ���g\¿ �_gµ_�Ñ�¿>�_¿�¸Áµ�¿ÃÙ�¦

Community Farm Alliance:¿ /��¸¿ ¸Á>Ág�Ñ�_g¿ yµ>¸¸µ��Á¸¿ �µy>��×>Á���¿ �>¸¿ >¿ ¸Áµ��y¿ ¡���UÓ¿ t�Uɸ¦¿ /�µ�Éy�¿

U���É��ÁÓ¿�µy>��×��y¿>�_¿¸Áµ>Ágy�U¿>���>�Ug¸\¿��¿Ñ�µ�¸¿Á�¿Lµ��y¿>¿Uµ�Á�U>�¿¡ÉL��U¿Ð��Ug¿Á�¿¡���UÓ¿�>�gµ¸¦¿�¿

¸g�Á��g�¿>UU��¡��¸��g�Á¿�t¿Á�g¿yµ�É¡¿U>�g¿��¿ÇÙÙÙ¿Ñ�g�¿��¿�g�Lgµ¸¿�g_¿>¿U>�¡>�y�¿Á�¿¡>¸¸¿�¿½��¿Á�¿

Uµg>Ág¿ Á�g¿�g�ÁÉU�Ó¿�yµ�UÉ�Áɵ>�¿�gÐg��¡�g�Á¿ �É�_¿>�_¿>¿ ���y�Ágµ�¿U����Á�g�Á¿ Á�¿_�Ðgµ¸�tÓ¿ >�_¿ µgLÉ��_¿

�g�ÁÉU�Ó²¸¿Á�L>UU�¿t>µ���y¿U���É��Á�g¸¦46

Edible Louisville¿�>y>×��g¿ �¸¿>¿L�����Á��Ó¿¡ÉL��U>Á���¿t�Uɸg_¿��¿��U>�¿t��_¸¿

Á�>Á¿>��¸¿Á�¿¯U���gUÁ¿U��¸É�gµ¸¿Ñ�Á�¿��U>�¿yµ�Ñgµ¸\¿µgÁ>��gµ¸\¿U�gt¸\¿>�_¿t��_¿

>µÁ�¸>�¸\¿g�>L���y¿Á��¸g¿µg�>Á���¸��¡¸¿Á�¿yµ�Ñ¿>�_¿Á�µ�Ðg¿��¿�ÉÁÉ>��Ó¿Lg�gÚU�>�\¿

�g>�Á�Ó¿>�_¿gU�����U>��Ó¿Ð�>L�g¿Ñ>Ó¸¦°47

Education: Outside of classrooms, there are local food-related educational

gtt�µÁ¸¿ É�_gµÑ>Ó¿ LÓ¿ Ð>µ��ɸ¿ ���¡µ�ÚÁ¿ �µy>��×>Á���¸¦¿ /�g¿ ���_¿ ��Ágµ>UÓ¿

*µ��gUÁ¿>��¸¿¯Á�¿��¸¡�µg¿>¿�gÑ¿yg�gµ>Á���¿�t¿¡g�¡�g¿Á�¿LÉ��_¿µg�>Á���¸��¡¸¿Ñ�Á�¿

healthy food, farming, and the land,” through its experiential programs that

focus on plants, agriculture and food education.wl Louisville also has a local

U�>¡Ágµ¿ �t¿ -��Ñ¿ ���_¸¿ ��Ágµ�>Á���>�\¿ Ñ��U�¿ �ttgµ¸¿ ��Uµ�¿ yµ>�Á¸¿ Á�¿ t>µ�gµ¸¿

��¿ Á�g¿ t�µ�¿ �t¿ ¯>yµ�¿ Ñ�¸�g¸°¿ >�_¿ yµ>�Á¸¿ Á�¿ ¸U����¸¿ t�µ¿ y>µ_g�¿ ¡µ��gUÁ¸¦w�

44¿ ¿9��¦¿�ÁÁ¡[¾¾ÑÑѦÓ�U>��É�¸Ð���g¦�µy¾¸�U�>��µg¸¡��¸�L���ÁÓ¾¸�U�>��¸gµÐ�Ug¸¾�g>�Á�Ó����>��ɵµÓ�U�µ�gµ�¸Á�µg¸¦�Á��

45 �ÁÁ¡[¾¾ÑÑѦ�Ó>yµ¦U��¾�>µ�gÁ��y¾µg¸Á>ɵ>�Á�µgÑ>µ_¸�¡µ�yµ>�¦�Á��

46 Community Farm Alliance. http://communityfarmalliance.org

47¿ ¿ _�L�g¿��É�¸Ð���g¦¿�ÁÁ¡[¾¾ÑÑѦg_�L�gU���É��Á�g¸¦U��¾��É�¸Ð���g

wl¿ ¿���_¿��Ágµ>UÓ¿*µ��gUÁ¦¿�ÁÁ¡[¾¾t��_��Ágµ>UÓ¡µ��gUÁ¦�µy

w� -��Ñ¿���_¸¿�Égyµ>¸¸¦¿�ÁÁ¡[¾¾ÑÑѦ¸��Ñt��_L�Égyµ>¸¸¦�µy¾¸�Ág¾

Context: Jefferson County’s Food Landscape

Page 23: Seed Capital Kentucky Demand Study

23

Data Analysis

2% 3%

6%

59%

9%

20%

All Commercial Food Buyers, By Sector

Processor, Manufacturer

Distributor, Wholesaler

Food service, Caterer

Restaurant

Supermarket, Grocery

Other Retail

Commercial Survey

Response Rate

�¸¿_g¸Uµ�Lg_¿��¿Á�g¿�gÁ��_���yÓ¿¸gUÁ���¿�t¿Á��¸¿µg¡�µÁ\¿¼u¿U���gµU�>�¿t��_¿LÉÓgµ¸¿µg¡µg¸g�Á��y¿�Ù¼¿��U>Á���¸¿

��¿ �gttgµ¸��¿�É�ÁÓ¿U��¡�gÁg_¿ Á�g¿ ¸ÉµÐgÓ\¿Lµ��g�¿_�Ñ�¿LÓ¿ ¸gUÁ�µ¿ >¸¿ t����Ѹ[¿Ã¿��¸Áµ�LÉÁ�µ¸¾7���g¸>�gµ¸\¿

11 Food Service/Institutions/Caterers, 5 Supermarkets, 35 Restaurants, 6 Processors/Manufacturers, 11 Other

,gÁ>��¿£�µ�gµ¿-Á�µg¸¾-¡gU�>�ÁÓ¿���_¿-Á�µg¸¾��Ðg��g�Ug¿-Á�µg¸¤\¿>�_¿w¿"Á�gµ¦¿/�g¿U�>µÁ¸¿Lg��Ñ¿U��¡>µg¿Á�g¿

É��Ðgµ¸g¿�t¿¸ÉµÐgÓ¿µg¸¡��_g�Á¸¿Á�¿�gttgµ¸��¿�É�ÁÓ²¸¿U���gµU�>�¿t��_¿LÉÓ��y¿¡�¡É�>Á���¿>¸¿>¿Ñ���g¦50

/�g¿_>Á>¿�>¸¿Lgg�¿�µy>��×g_¿Á�¿>�¸Ñgµ¿Á�g¿t����Ñ��y¿t�ɵ¿Lµ�>_¿ªÉg¸Á���¸[

1. ��Ñ¿>�_¿Ñ�>Á¿>µg¿LÉÓgµ¸¿LÉÓ��y¿��Ñ«

2. ��Ñ¿_�¿LÉÓgµ¸¿�>�g¿¡ÉµU�>¸��y¿_gU�¸���¸«

3. ��Ñ¿_�¿Lɸ��g¸¸g¸²¿ ��Ágµ�>�¿ ¡���U�g¸¿ >�_¿¡µ�Á�U��\¿ ¸É¡¡��gµ¿ µgªÉ�µg�g�Á¸¿ >�_¿¡ÉµU�>¸��y¿ tµ>�gÑ�µ�¸¿

��¡>UÁ¿��U>�¿t��_¿¡µ�Uɵg�g�Á«

4. ��Ñ¿_�¿LÉÓgµ¸¿¸gg¿��U>�¿t��_¿>¸¿>�¿>�U��µ¿t�µ¿>¿Lµ�>_gµ¿gU�����U¿_gÐg��¡�g�Á¿¸Áµ>ÁgyÓ«¿

50¿��µ¿g>¸g¿�t¿µg>_��y\¿Á�µ�Éy��ÉÁ¿Á��¸¿¸gUÁ���\¿Á�g¸g¿U>Ágy�µ�g¸¿>µg¿µgtgµµg_¿Á�¿>¸¿t����Ѹ[¿��¸Áµ�LÉÁ�µ¸\¿,g¸Á>ɵ>�Á¸\¿���_¿-gµÐ�Ug\¿*µ�Ug¸¸�µ¸\¿Supermarkets, and Other Retail.

Page 24: Seed Capital Kentucky Demand Study

24

Question #1: How and what are buyers buying now?

/�¿ y�Ðg¿ >¿ ¸g�¸g¿ �t¿ Á�g¿ ¸U>�g¿ �t¿ Á�g¿ Lɸ��g¸¸g¸¿ ¸ÉµÐgÓg_\¿ ¼¼æ51 of

µg¸¡��_g�Á¸¿ ¡ÉµU�>¸g¿ t�µ¿ U��¡>��g¸¿ Ñ�Á�¿ É¡¿ Á�¿ ÚÐg¿ ��É�¸Ð���g¿

��U>Á���¸¦¿�ɸÁ¿�Ðgµ¿læ¿Ñ�µ�¿t�µ¿U��¡>��g¸¿Ñ�Á�¿��¿Á�¿Çu¿��U>Á���¸\¿>�_¿

>�¿>__�Á���>�¿l¦�濵g¡µg¸g�Á¿U��¡>��g¸¿Ñ�Á�¿��µg¿Á�>�¿Çu¿��U>Á���¸¦¿

/�g¿ �>��µ�ÁÓ¿ �t¿ µg¸¡��_g�Á¸¿ ��_�U>Ág_¿ Á�>Á¿ Á�gÓ¿ ¡ÉµU�>¸g¿ >¿ Ñ�_g¿

Ð>µ�gÁÓ¿�t¿t��_¸\¿��U�É_��y¿tµÉ�Á¿>�_¿ÐgygÁ>L�g¸\¿�g>Á\¿_>�µÓ¿>�_¿yµ>��¸¦¿

���_¿ U>Ágy�µ�g¸¿��¸Á¿ tµgªÉg�Á�Ó¿ �_g�Á�Úg_¿ >¸¿ Á�g¿��¸Á¿ ¡ÉµU�>¸g_¿

��U�É_g_¿ �g>Á¿ £½w¦Ùæ¤\¿ tµÉ�Á¸¿ >�_¿ ÐgygÁ>L�g¸¿ £w½¦¼æ¤¿ >�_¿ ¡�É�ÁµÓ¿

£ÃǦÙ椦

����y¿ Á�g¿ tÉ��¿ É��Ðgµ¸g¿�t¿ ¸ÉµÐgÓg_¿U���gµU�>�¿ LÉÓgµ¸\¿ ½Ã¦wæ¿ ��_�U>Ág_¿ Á�>Á¿ Á�gÓ¿ ��Ág�Á���>��Ó¿LÉÓ¿ ��U>�¿

t��_¦¿ �Á>L�Ó\¿Lɸ��g¸¸g¸¿Ñ�Á�¿>��É>�¿¸>�g¸¿LgÁÑgg�¿eÙ¦u¿�������¿>�_¿e�¦Ù¿�������¿Ñgµg¿��¸Á¿���g�Ó¿Á�¿LÉÓ¿��U>�¿

t��_¸¦¿/�g¿U�>µÁ¿Lg��Ñ¿U��¡>µg¸¿�Ðgµ>��¿µg¸¡��_g�Á¸¿LÓ¿>��É>�¿¸>�g¸¿Á�¿Á��¸g¿Ñ��¿��_�U>Ág_¿Á�>Á¿Á�gÓ¿LÉÓ¿

local.

���gµU�>�¿LÉÓgµ¸¿Ñ��¿¡ÉµU�>¸g_¿��U>�¿t��_¿Ñgµg¿��¸Á¿���g�Ó¿Á�¿��_�U>Ág¿LÉÓ��y¿tµg¸�¿tµÉ�Á¸¿>�_¿ÐgygÁ>L�g¸\¿

Ñ�Á�¿ lǦ½æ¿ �t¿ µg¸Á>ɵ>�Á¸¿ £�p��¤¿ ��_�U>Á��y¿ Á��¸\¿ >�_¿ ¼¼¦Ùæ¿ £�p�¼¤¿ �t¿ >��¿ �Á�gµ¿ LÉÓgµ¸¦¿ ,g¸Á>ɵ>�Á¸¿ Ñgµg¿

�g¸¸¿ ���g�Ó¿ Á�>�¿ �Á�gµ¿ LÉÓgµ¸¿ Á�¿ ¡ÉµU�>¸g¿ ¡µ�Ug¸¸g_¿ tµÉ�Á¸¿ >�_¿ ÐgygÁ>L�g¸¿ >�_¿ _>�µÓ¿ ¡µ�_ÉUÁ¸¦¿ /�g¿ U�>µÁ¿

Lg��Ñ ���ɸÁµ>Ág¸¿ ¡ÉµU�>¸g¸¿ �t¿ ��U>�¿ t��_¿ LÓ¿ ¸gUÁ�µ¿ t�µ¿ ¿ ,g¸Á>ɵ>�Á¸¿ U��¡>µg_¿ Á�¿ >��¿ �Á�gµ¿ U>Ágy�µ�g¸¦

51 ��¿yg�gµ>�\¿LgU>ɸg¿¸��g¿µg¸¡��_g�Á¸¿>L¸Á>��g_¿tµ��¿>�¸Ñgµ��y¿¸��g¿ªÉg¸Á���¸\¿Á�g¿>�>�Ó¸�¸¿¡µ�Ð�_g_¿�¸¿L>¸g_¿��¿Á�g¿Ð>��_¿¡gµUg�Á¿�t¿µg¸¡��¸g¸\¿Ñ��U�¿_�g¸¿��Á¿��U�É_g¿����µg¸¡��¸g¸¦¿

0%

5%

10%

15%

20%

25%

Under $25

0,000

$250,0

00-$49

9,999

$500,000-$

999,999

$1,000,0

00-$4,9

99,999

$5,000,0

00-$9,999,999

$10,0

00,000 or o

ver

Don't know

Perc

ent o

f res

pond

ents

Annual Sales: All Respondents vs. Respondents Who Buy Local

All respondents Local buyers

More than 63% of surveyed commercial

food buyers in Jefferson County

intentially purchase local foods.

Data Analysis

Page 25: Seed Capital Kentucky Demand Study

25

��¸Á¿LÉÓgµ¸¿Ñ��¿¸�>µg_¿ ��t�µ�>Á���¿>L�ÉÁ¿Á�g¿>��É�Á¿Á�gÓ¿¸¡g�Á¿��¿ ��U>�¿ t��_¿ ��_�U>Ág_¿Á�>Á¿Á�gÓ¿¸¡g�Á¿

�g¸¸¿Á�>�¿euÙ\ÙÙÙ¿¡gµ¿t��_¿U>Ágy�µÓ¿��¿ÇÙ��¦¿-¡gU�ÚU>��Ó\¿Á��¸¿Ñ>¸¿Á�g¿U>¸g¿t�µ¿uu¦�æ¿£�p��¤¿�t¿Á��¸g¿LÉÓ��y¿

tµg¸�¿tµÉ�Á¸¿>�_¿ÐgygÁ>L�g¸\¿lÙ¦Ùæ¿�t¿Á��¸g¿LÉÓ��y¿�����>��Ó¿¡µ�Ug¸¸g_¿tµÉ�Á¸¿>�_¿ÐgygÁ>L�g¸¿£�pl¤\¿uu¦½æ¿�t¿

Á��¸g¿LÉÓ��y¿�g>Á\¿¡�µ�¿>�_¿¡�É�ÁµÓ¿£�p�Ù¤\¿�ǦÃæ¿Á��¸g¿LÉÓ��y¿gyy¸¿£�p�Ǥ\¿>�_¿�ÙÙæ¿�t¿Á��¸g¿LÉÓ��y¿_>�µÓ¿

¡µ�_ÉUÁ¸¿£�p�¼¤¦¿

���gµU�>�¿LÉÓgµ¸¿�tÁg�¿¡ÉµU�>¸g_¿��U>�¿t��_¸¿tµ��¿_�¸Áµ�LÉÁ���¿U��¡>��g¸¿Á�>Á¿¸¡gU�>��×g¿��¿¸É¡¡�Ó��y¿��U>�¿

t��_¸¿��¿Ñ���g¸>�g¿ªÉ>�Á�Á�g¸¿£½w¦½æ\¿�pÃ�¤\¿Ñ�Á�¿�ÙÙ¦Ùæ¿£�pu¤¿�t¿*µ�Ug¸¸�µ¸¿>�_¿�>�Ét>UÁɵgµ¸¿>�_¿lu¦¼æ¿�t¿

���_¿-gµÐ�Ug¿U��¡>��g¸¿£�p½¤¿¡µ�Uɵ��y¿��U>�¿t��_¿Á�>Á¿Ñ>Ó¦¿��¿>__�Á���\¿wu¦læ¿£�pÇǤ¿¡ÉµU�>¸g_¿��U>�¿t��_¸¿Ð�>¿

Á�g�µ¿�>��¸Áµg>�¿Lµ�>_���g¿_�¸Áµ�LÉÁ�µ\¿¸ÉU�¿>¸¿/�g¿��µÁ��¿�µÉ�Á¿��¡>�Ó¿�µ¿-Ó¸U�¦¿"t¿Á��¸g¿ÇÇ¿µg¸¡��_g�Á¸\¿

l�¦læ¿£�p�l¤¿��Ág_¿Á�>Á¿Á�g¿��U>�¿t��_¸¿¡ÉµU�>¸g_¿tµ��¿Lµ�>_���g¿_�¸Áµ�LÉÁ�µ¸¿Ñgµg¿�>µ�gÁg_¿>¸¿��U>�¦¿��¿>__�Á���\¿

U���gµU�>�¿LÉÓgµ¸¿��_�U>Ág_¿Á�>Á¿Á�gµg¿Ñ>¸¿¸��g¿_g�>�_¿t�µ¿��U>�¿t��_¿Á�>Á¿Ñ>¸¿y���y¿É��gÁ¦¿7�g�¿>¸�g_¿

>L�ÉÁ¿��U>�¿t��_¸¿Á�gÓ¿Ñ>�Ág_¿LÉÁ¿U�É�_�²Á¿ygÁ\¿ÇǦ�æ¿£�p��¤¿�_g�Á�Úg_¿tµÉ�Á¸¿>�_¿ÐgygÁ>L�g¸¿>�_¿>��Á�gµ¿�Ù¦wæ¿

£�pu¤¿�_g�Á�Úg_¿�g>Á¦¿-¡gU�ÚU¿�Ág�¸¿�g�Á���g_¿��U�É_g_¿Lgµµ�g¸\¿Á��>Á�g¸\¿>¸¡>µ>yɸ\¿¡�É�ÁµÓ\¿Lggt\¿>�_¿¡�µ�¦¿

"�g¿_�¸Áµ�LÉÁ�µ¿ ��ÁgµÐ�gÑg_¿t�µ¿Á��¸¿¡µ��gUÁ¿��Ág_¿Á�>Á¿�g¿y�g¸¿Á�¿yµg>Á¿ �g�yÁ�¸¿Á�¿�ttgµ¿��¸¿UɸÁ��gµ¸¿ ��U>�¿

t��_¸\¿ ¡�U���y¿ É¡¿ Ǿÿ �t¿ Á�g¿ ��U>�¿ ¡µ�_ÉUÁ¿ �g¿ LÉÓ¸¿ _�µgUÁ¿ tµ��¿ t>µ�gµ¸¿ >���y¿ ��¸¿ _�¸Áµ�LÉÁ���¿ µ�ÉÁg¿ >�_¿

¯L>U��>É���y°¿¡µ�_ÉUÁ¿tµ��¿t>µ�¸¿Á�¿��¸¿��É�¸Ð���g¿Ñ>µg��ɸg¦¿�g¿��Ág_¿Á�>Á¿_g�>�_¿�¸¿yµ�Ñ��y¿>�_¿µ>¡�_�Ó\¿

Á�>Á¿��µg¿>�_¿��µg¿�t¿��¸¿UɸÁ��gµ¸¿Ñ��¿�>Ðg¿�gÐgµ¿µgªÉg¸Ág_¿��U>�¿¡µ�_ÉUÁ¿Lgt�µg¿>µg¿>¸���y¿t�µ¿�Á¿��Ñ\¿

>�_¿ Á�>Á¿ Á�g¸g¿ UɸÁ��gµ¸¿ �gg_¿ Á�¿Lg¿ ¸É¡¡�µÁg_¿ ��¿ �g>µ���y¿ >L�ÉÁ¿ ¸g>¸��>��ÁÓ¿ >�_¿ >yµ�UÉ�Áɵ>�¿ ¡µ�_ÉUÁ���¦¿

�g¿ ¸>�_¿ Á�>Á¿ ��¿ Á�g¿ ¸É¡¡�Ó¿ ¸�_g\¿ ��tµ>¸ÁµÉUÁɵg¿ t�µ¿ >yyµgy>Á���\¿Ñ>¸���y\¿ ¡>U���y\¿ ¡µ�Ug¸¸��y¿ >�_¿ yµ>_��y¿

Ñ�É�_¿ g�>L�g¿ ���¿ Á�¿ LÉÓ¿ gÐg�¿��µg¿ ��U>�¿ ¡µ�_ÉUÁ¦¿ /�g¿ _�¸Áµ�LÉÁ�µ¿ ¡µ��gUÁg_¿ Á�>Á¿ �t¿ Á�g¸g¿ ��¡µ�Ðg�g�Á¸¿

Ñgµg¿�>_g\¿�t¿ Á�g¿U��¡>�Ó²¸¿eÃw¿�������¿ ��¿Á�Á>�¿>��É>�¿ t��_¿¸>�g¸\¿>¸¿�ÉU�¿>¸¿wÙæ¿U�É�_¿Lg¿ ��U>�¿ t��_¦¿

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Fruits and vegetables -

fresh

Fruits and vegetables -

minimally processed

Meat, pork, poultry

Eggs Yogurt, butter, cheeses

Perc

ent o

f res

pond

ents

Types of Local Foods Purchased: Restaurant Respondents vs. All Other Respondents

All other respondents Restaurants

Data Analysis

Page 26: Seed Capital Kentucky Demand Study

26

Question #2: How do buyers make purchasing decisions?

Purchasing Criteria

����y¿U���gµU�>�¿LÉÓgµ¸\¿¡µ�_ÉUÁ¿U��¸�¸Ág�UÓ¿Ñ>¸¿��¡�µÁ>�Á¿Á�¿Á�g¿�>µyg¸Á¿¸�>µg¿�t¿µg¸¡��_g�Á¸¿£�æ�æ¤\¿

t����Ñg_¿ U��¸g�Ó¿ LÓ¿ Û>Ð�µ¿ �µ¿ Á>¸Ág¿ £��¦l椦¿ "Á�gµ¿ ��¡�µÁ>�Á¿ t>UÁ�µ¸¿ U�Ág_¿Ñgµg¿ >Ð>��>L���ÁÓ¿ �t¿ _g��ÐgµÓ¿ �µ¿

_�¸Áµ�LÉÁ���\¿ >�_¿ ¡µ�Ug\¿ L�Á�¿ ¸g�gUÁg_¿ LÓ¿ læ½æ¿ �t¿ µg¸¡��_g�Á¸¿ >¸¿ ��¡�µÁ>�Á¿ Uµ�Ágµ�>¦¿ /�gµg¿ Ñgµg¿ ¸��g¿

_�ttgµg�Ug¸¿ ��¿ µg¸¡��¸g¸¿LÓ¿¸gUÁ�µ\¿��ÑgÐgµ¦¿-É¡gµ�>µ�gÁ¸¿ £�pw¤¿É�>����ɸ�Ó¿ µ>Ág_¿ t>UÁ�µ¸¿ ¸ÉU�¿>¸¿¡µ�Ug\¿

¡µ�_ÉUÁ¿U��¸�¸Ág�UÓ¿>�_¿̧ �g�t¿��tg¿>¸¿��¡�µÁ>�Á\¿LÉÁ¿>¸¿Á�g¿̧ >�¡�g¿̧ �×g¿�gµg¿Ñ>¸¿g¸¡gU�>��Ó¿̧ �>��\¿Á�g¸g¿Ú�_��y¸¿

�>Ó¿��Á¿>¡¡�Ó¿��µg¿Lµ�>_�Ó¦¿��¿Á�g¿U>¸g¿�t¿,g¸Á>ɵ>�Á¸\¿Á�g¿>Ð>��>L���ÁÓ¿�t¿_�¸Áµ�LÉÁ���¿�µ¿_g��ÐgµÓ¿>�_¿¸ÉtÚU�g�Á¿

Ð��É�g¿Ñgµg¿��µg¿ ��¡�µÁ>�Á\¿Ñ���g¿ t>UÁ�µ¸¿ ¸ÉU�¿>¸¿ ¸�g�t¿ ��tg¿>�_¿U��¸�¸Ág�UÓ¿Ñgµg¿ �g¸¸¿ ��¡�µÁ>�Á¦¿7�g�¿

>¸�g_¿>L�ÉÁ¿ ��U>�¿ t��_\¿ Á�g¿ �>µyg¸Á¿ ¸�>µg¿�t¿ Á��¸g¿Ñ��¿¡ÉµU�>¸g¿ ��U>�¿ t��_¸¿

µ>Ág_¿ ¡µ�_ÉUÁ¿ Û>Ð�µ¿ �µ¿ Á>¸Ág¿ >¸¿ >�¿ ��¡�µÁ>�Á¿ _gU�¸���¿ t>UÁ�µ¿ £��¦uæ\¿ �pw䦿

*µ�_ÉUÁ¿ U��¸�¸Ág�UÓ¿Ñ>¸¿ >�¸�¿ ��¡�µÁ>�Á\¿ LÉÁ¿ �Á¸¿ ¸g�gUÁ���¿ LÓ¿ l¼¦Çæ¿ £�pw�¤¿ �t¿

µg¸¡��_g�Á¸¿��_�U>Ág¸¿Á�>Á¿�Á¿Ñ>¸¿�g¸¸¿��¡�µÁ>�Á¿Ñ�g�¿LÉÓ��y¿��U>�¿t��_¿Á�g�¿

Ñ�g�¿ LÉÓ��y¿ t��_¿ Á�>Á¿ �¸¿ ��Á¿ ��U>�¦¿ "Á�gµ¿ t>UÁ�µ¸¿ Á�>Á¿ Ð>µ�g_¿ ��¿ ��¡�µÁ>�Ug¿

LgÁÑgg�¿��U>�¿>�_¿���¿��U>�¿¡ÉµU�>¸g¸¿Ñgµg¿>Ð>��>L���ÁÓ¿tµ��¿gÒ�¸Á��y¿>¡¡µ�Ðg_¿

Ðg�_�µ¸\¿¡>U�>y��y\¿>�_¿>Ð>��>L���ÁÓ¿�t¿¸ÉtÚU�g�Á¿Ð��É�g\¿>��¿�t¿Ñ��U�¿Ñgµg¿�g¸¸¿

��¡�µÁ>�Á¿��¿��U>�¿¡ÉµU�>¸��y¿_gU�¸���¸\¿>¸¿���ɸÁµ>Ág_¿��¿Á�g¿U�>µÁ¿Lg��Ѧ

���gµU�>�¿LÉÓgµ¸¿>µg¿¡ÉµU�>¸��y¿��U>�¿t��_¸¿t�µ¿>¿�É�Lgµ¿�t¿µg>¸��¸\¿>¸¿���ɸÁµ>Ág_¿��¿Á�g¿U�>µÁ¿Lg��Ѧ¿/�g¿Á�¡¿µg>¸��¸¿��U�É_g¿¸É¡¡�µÁ��y¿Á�g¿��U>�¿Lɸ��g¸¸¿>�_¿gU����Ó¿£¼Ã¦Ãæ¤\¿¸É¡¡�µÁ��y¿��U>�¿t>µ�gµ¸¿£u�¦Ù椿>�_¿tµg¸��g¸¸¿£ww¦Ù椦

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Price

Shelf life

Flavor

Pack

aging

Consiste

ncy

Delivery

/dist

ributio

n

Sufficient v

olume

Graded pro

duct

Specific

varietie

s/bre

eds

Availab

ility fr

om exist

ing vendor

Perc

ent o

f res

pond

ents

Important Factors Influencing Purchasing Decisions: Supermarket Respondents vs. All Other Respondents

All other respondents

Supermarkets

Data Analysis

Purchasing local foods could

“increase my sales while helping the local economy.”

Page 27: Seed Capital Kentucky Demand Study

27

"�g¿ �>µyg¿ ¸U>�g¿ �>Áɵ>�¿ t��_¸¿ Ñ���g¸>�gµ¿ ��Ág_¿ ��¿ >�¿ ��ÁgµÐ�gÑ¿ Á�>Á¿ ¸�ɵU��y¿ ��U>�¿ ¡µ�_ÉUÁ¿ �¸¿ ¡>µÁ¿

of his strategy for ensuring a consistent product supply over the course of the year. “It’s good to

�>Ðg¿ _�Ðgµ¸�ÚU>Á���\°¿ �g¿ ¸>�_\¿ ¯g¸¡gU�>��Ó¿ ��¿ t��_¦°¿ /��Éy�¿ �g¿ Ñ>¸¿ ��Á¿ ¸Éµg¿ ¸Áµ>Ágy�U>��Ó¿ ��Ñ¿ �g¿

U�É�_¿ ��Uµg>¸g¿ Á�g¿ ¡gµUg�Á>yg¿ �t¿ ��U>�¿ t��_¸¿ �g¿ ¡ÉµU�>¸g¸¿ £t��_¿ ¸>tgÁÓ¿ Ñ>¸¿ ��¸¿ ¡µ��>µÓ¿ U��Ugµ�¤\¿

�g¿ ��Ág_¿ Á�>Á¿ ¡ÉµU�>¸��y¿ ��U>�¿ t��_¸¿ U�É�_¿ ¯��Uµg>¸g¿ �Ó¿ ¸>�g¸¿ Ñ���g¿ �g�¡��y¿ Á�g¿ ��U>�¿ gU����Ó¦°

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Price

Shelf life

Flavor

Pack

aging

Consiste

ncy

Delivery

/dist

ributio

n

Sufficient v

olume

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duct

Specific

varietie

s/bre

eds

Availab

ility fr

om exist

ing vendor

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ent o

f res

pond

ents

Important Factors Influencing Purchasing Decisions: Restaurant Respondents vs. All Other Respondents

All other respondents

Restaurants

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Price

Shelf life

Flavor

Pack

aging

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ents

Factors Influencing Overall Purchasing Decisions vs. Local Purchasing Decisions:

Factors Rated "Very Important" or "Important"

Overall purchases

Local purchases

Data Analysis

Page 28: Seed Capital Kentucky Demand Study

28

Perceptions of Local Food

���gµU�>�¿LÉÓgµ¸¿Ñ��¿��_�U>Ág_¿Á�>Á¿Á�gÓ¿¡ÉµU�>¸g¿��U>�¿t��_¿Ñgµg¿>¸�g_¿Á�¿_gÚ�g¿��U>�¿t��_»¿Çu¦uæ¿_gÚ�g_¿

�Á¿>¸¿t��_¿yµ�Ñ�¿�g¸¸¿Á�>�¿�uÙ¿���g¸¿>Ñ>Ó\¿t����Ñg_¿LÓ¿��¦�æ¿Ñ��¿��_�U>Ág_¿Á�>Á¿Á�g�µ¿U��¡>�Ó¿_�_¿��Á¿�>Ðg¿>¿

_gÚ��Á���¿�t¿��U>�¿>�_¿>��Á�gµ¿��¦�æ¿Ñ��¿¸É¡¡��g_¿�Á�gµ¿_gÚ��Á���¸\¿¸ÉU�¿>¸¿yµ�Ñ�¿Ñ�Á���¿uÙ¿�µ¿�ÙÙ¿���g¸\¿�µ¿

yµ�Ñ�¿��¿�gttgµ¸��¿�É�ÁÓ¦¿

����y¿Á�g¿LÉÓgµ¸¿¸ÉµÐgÓg_¿Ñ��¿LÉÓ¿��U>�¿��Ñ\¿Á�gµg¿>¡¡g>µ¸¿Á�¿Lg¿>¿Ñ�����y�g¸¸¿Á�¿¡>Ó¿��µg¿t�µ¿��U>�¿t��_¦¿

7�g�¿>¸�g_¿>L�ÉÁ¿¡µ�Ug¿gÒ¡gUÁ>Á���¸¿t�µ¿ ��U>�¿ t��_\¿Ã�¦½æ¿��_�U>Ág_¿Á�>Á¿Á�gÓ¿Ñ�É�_¿gÒ¡gUÁ¿Á�¿¡>Ó¿��µg\¿

Ñ���g¿>��Á�gµ¿Çu¦Ùæ¿��_�U>Ág_¿Á�>Á¿�Á¿_g¡g�_¸¿��¿Á�g¿¡µ�_ÉUÁ¦

��U>�¿t��_¿Ñ>¸¿¸gg�¿Á�¿�>Ðg¿Á�g¿>L���ÁÓ¿Á�¿yg�gµ>Ág¿g�Á�ɸ�>¸�¿>���y¿LÉÓgµ¸¿>�_¿Á�g�µ¿g�¡��Ógg¸¦¿�¸¿Á�g¿

>¸¸�¸Á>�Á¿_�µgUÁ�µ¿�t¿>¿��¸¡�Á>�¿t��_¿¸gµÐ�Ug¿�¡gµ>Á���¿¸>�_¿��¿>�¿��ÁgµÐ�gÑ\¿¯�¿Ñ>�Á¿�ɵ¿¡g�¡�g¿Á�¿Lg¿gÒU�Ág_¿

>L�ÉÁ¿Ñ�>Á¿Á�gÓ¿_�¦¿��_¿��U>�¿t��_«¿/�gÓ²_¿Lg¿gÒU�Ág_¿>L�ÉÁ¿��U>�¿t��_¸¦°

����y¿Á�g¿ÇÿU���gµU�>�¿LÉÓgµ¿µg¸¡��_g�Á¸¿Ñ��¿_�¿��Á¿Uɵµg�Á�Ó¿¡ÉµU�>¸g¿��U>�¿t��_¸\¿wæu濸>�_¿Á�>Á¿Á�gÓ¿

_�_¿¡ÉµU�>¸g¿��U>�¿t��_¿��¿Á�g¿¡>¸Á¦¿7�g�¿>¸�g_¿Ñ�Ó¿Á�gÓ¿¸Á�¡¡g_¿¡ÉµU�>¸��y¿��U>�¿t��_¸\¿¡µ�_ÉUÁ¿¡>U�>y��y\¿

�>U�¿�t¿>Ð>��>L���ÁÓ¿�t¿_�¸Áµ�LÉÁ���¿¸gµÐ�Ug¸\¿ �>U�¿�t¿ ¸ÉtÚU�g�Á¿Ð��É�g\¿>�_¿ �>U�¿�t¿>Ð>��>L���ÁÓ¿ tµ��¿>¡¡µ�Ðg_¿

Ðg�_�µ¸¿Ñgµg¿U�Ág_¿>¸¿ �gÓ¿ µg>¸��¸¦¿/�g¿ µg�>����y¿ �ÿ µg¸¡��_g�Á¸¿Ñ��¿�>Ðg¿�gÐgµ¿¡ÉµU�>¸g_¿ ��U>�¿ t��_¸¿

6.7%

8.9%

15.6%

20.0%

22.2%

28.9%

44.4%

51.1%

73.3%

0.0% 20.0% 40.0% 60.0% 80.0%

Other

Shorter supply chains

Corporate sustainability objectives

Environmental impact

Customer demand

Product quality

Freshness

Support local farmers

Support local business and economy

Percent of respondents

Why Do Businesses Buy Local Food?

More

Same Less

Depends on the product

Don't know

Price Expectations for Local Food Compared to Non Local Food

16%

42%

42%

How much more?

1-5%

6-10%

11-25%

Data Analysis

Page 29: Seed Capital Kentucky Demand Study

29

Ñgµg¿>¸�g_¿Á�¿�_g�Á�tÓ¿Á�g¿Á�¡¿Á�µgg¿t>UÁ�µ¸¿Á�>Á¿�gg¡¿Á�g�¿tµ��¿¡ÉµU�>¸��y¿��U>�¿t��_¸¦¿/Ñ�¿¡µ��>µÓ¿µg>¸��¸¿

g�gµyg_[¿¡µ�_ÉUÁ¿¡µ�Ug¿>�_¿�>U�¿�t¿_�¸Áµ�LÉÁ���¿¸gµÐ�Ug¸¦¿�¿�>µyg¿�>��µ�ÁÓ\¿l¼æ\¿¸>�_¿Á�>Á¿�t¿Á�g¸g¿Á�¡¿L>µµ�gµ¸¿

Ñgµg¿g�����>Ág_¿Á�gÓ¿Ñ�É�_¿Lg¿ ��Ágµg¸Ág_¿ ��¿¡ÉµU�>¸��y¿ ��U>�¿ t��_¸\¿¡µg¸g�Á��y¿ÓgÁ¿>��Á�gµ¿�¡¡�µÁÉ��ÁÓ¿Á�¿

Lµ�>_g�¿Á�g¿µg>U�¿�t¿��U>�¿t��_¸¿��¿�gttgµ¸��¿�É�ÁÓ¦

Question #3: How do businesses’ internal policies and protocol, supplier requirements and purchasing

frameworks impact local food procurement?

/��¸¿¸gUÁ���¿t�Uɸg¸¿��¿��¿Á�g¿¸¡gU�ÚU¿�L¸Á>U�g¸¿>�_¿U��¡�gÒ�Á�g¸¿�>µygµ�¸U>�g\¿�É�Á����U>Á���¿Lɸ��g¸¸g¸¿t>Ug¿

Ñ�g�¿¸gg���y¿Á�¿¡ÉµU�>¸g¿��U>�¿t��_¸¦

Centralized vs. Individual Purchasing

g�Áµ>��×g_¿¡ÉµU�>¸��y¿U>�¿��¡>UÁ¿��U>�¿t��_¿¡µ�Uɵg�g�Á¿��¿>¿�É�Lgµ¿�t¿Ñ>Ó¸¦¿�Á¿Á��g¸\¿Ug�Áµ>��×g_¿¡ÉµU�>¸��y¿

limits an individual location’s autonomy in selecting suppliers or products. A company may require that individual

��U>Á���¸¿¸g�gUÁ¿ �Ág�¸¿Á�¿¡ÉµU�>¸g¿gÒU�ɸ�Ðg�Ó¿tµ��¿Ðg�_�µ¸¿Ñ��¿�>Ðg¿y��g¿Á�µ�Éy�¿>¿¡µg�>¡¡µ�Ð>�¿¡µ�Ug¸¸¦¿

��_�Ð�_É>�¿��U>Á���¸¿Ñ�Á���¿>¿�>µygµ¿Lɸ��g¸¸¿�>Ó¿Lg¿����Ág_¿Á�¿¡ÉµU�>¸��y¿¸¡gU�ÚU¿>¡¡µ�Ðg_¿¡µ�_ÉUÁ¸¿�µ¿Lµ>�_¸\¿

or to an existing catalog or automated inventory system. These practices are quite common in fast food, retail

and restaurant chains, and institutional food service settings. Other companies may have catalogues, approved

Ðg�_�µ¿��¸Á¸¿>�_¿�Á�gµ¿Ug�Áµ>��×g_¿¡ÉµU�>¸��y¿¡µ>UÁ�Ug¸\¿ÓgÁ¿�>Ó¿>�¸�¿yµ>�Á¿LÉÓgµ¸¿>Á¿g>U�¿��U>Á���¿¡ÉµU�>¸��y¿

_�¸UµgÁ���¿�Ðgµ¿>¿¸�>��¿¡gµUg�Á>yg¿�t¿Á�g�µ¿�Ðgµ>��¿t��_¿LÉ_ygÁ¦¿����Ñ>�Ug¸¿���g¿Á�g¸g¿U>�¿¸Á��É�>Ág¿¡µ�Uɵg�g�Á¿

�t¿��U>�¿t��_¸¦¿/�g¿¸gUÁ���¸¿Lg��Ñ¿_gÁ>��¿¸��g¿�t¿Á�g¿¸¡gU�ÚU¿Ñ>Ó¸¿Á�>Á¿U��¡>��g¸²¿>¡¡µ�>U�g¸¿Á�¿Ug�Áµ>��×g_¿�µ¿

��_�Ð�_É>��×g_¿¡ÉµU�>¸��y\¿¡µ�_ÉUÁ¿¸¡gU�ÚU>Á���¸\¿¡µ�Á�U��¿>�_¿¡���U�g¸¿��¡>UÁ¿¡ÉµU�>¸��y¿_gU�¸���¸¦¿

�>µ¿��µg¿�tÁg�¿Á�>�¿��Á\¿LÉÓgµ¸¿¸ÉµÐgÓg_¿µg¡µg¸g�Á¿U��¡>��g¸¿Ñ�Á�¿�É�Á�¡�g¿��U>Á���¸¿��¿Ñ��U�¿¡ÉµU�>¸��y¿

_gU�¸���¸¿>µg¿�>_g¿��¿>¿Ug�Áµ>��×g_¿Ñ>Ó\¿��Á¿>ÉÁ�����ɸ�Ó¿LÓ¿��U>Á���¦

g>µ�Ó¿�>�t¿�t¿>��¿̧ ɵÐgÓ¿µg¸¡��_g�Á¸¿£w¼¦Ã椿Ñ�µ�¿t�µ¿U��¡>��g¸¿Ñ�Á�¿�É�Á�¡�g¿��U>Á���¸¦¿"t¿Á��¸g\¿��¦Çæ¿_�¿̧ ��g¿

�µ¿>��¿�t¿Á�g�µ¿¡ÉµU�>¸��y¿��¿>¿Ug�Áµ>��×g_¿Ñ>Ó\¿Ñ�Á�¿ul¦læ¿�t¿Á�g¿U��¡>��g¸¿�>���y¿>��¿t��_¿¡ÉµU�>¸��y¿_gU�¸���¸¿

��¿>¿Ug�Áµ>��×g_¿L>¸�¸¿>�_¿>��Á�gµ¿ÃǦw濡ɵU�>¸��y¿¸��g¿¸ÉL¸gÁ¿�t¿¡µ�_ÉUÁ¸¿ ��_g¡g�_g�Á�Ó¿>�_¿�Á�gµ¸¿ ��¿>¿

Ug�Áµ>��×g_¿Ñ>Ó¦¿�ɸÁ¿l¦læ¿�t¿Á�g¿Ãu¿µg¸¡��_g�Á¸¿Ñ�Á�¿�É�Á�¡�g¿��U>Á���¸¿¡ÉµU�>¸g¿��¿>�¿��_�Ð�_É>�¿L>¸�¸¦¿

*³�_ÅU¿½- gU�ÖU>¿���¶½>�_½*ųU�>¶��y½�gU�¶���¶½

���gµU�>�¿LÉÓgµ¸¿Ñgµg¿>¸�g_¿>L�ÉÁ¿Á�g¿���_¸¿�t¿¡µ�_ÉUÁ¿̧ ¡gU�ÚU>Á���¸¿>�_¿¡µ�_ÉUÁ���¿�gÁ��_¸¿Á�gÓ¿µgªÉ�µg¿

�t¿Á�g�µ¿¸É¡¡��gµ¸¦¿-gÐgµ>�¿��Ág_¿Á�>Á¿¸¡gU�ÚU>Á���¸¿>�_¿¡µ�_ÉUÁ���¿�gÁ��_¸¿µgªÉ�µg�g�Á¸¿Ð>µÓ¿LÓ¿¡µ�_ÉUÁ\¿ÓgÁ¿

several trends emerged.

�¡¡µ�Ò��>Ág�Ó¿ÃÙ¦¼æ¿£�pÇä¿�t¿¸ÉµÐgÓg_¿U��¡>��g¸¿µgªÉ�µg¿Á�>Á¿¡µ�_ÉUgµ¸¿>µg¿���_¿�yµ�UÉ�Áɵ>�¿*µ>UÁ�Ug¸¿

Individual

Centralized

Some of both

Centralized vs. Location Driven Purchasing Decisions: Respondents With Multiple Locations

Data Analysis

Page 30: Seed Capital Kentucky Demand Study

30

£��*¤¿UgµÁ�Úg_¦¿/�g¿"Á�gµ¿,gÁ>��¿¸gUÁ�µ¿Ñ>¸¿�g>¸Á¿���g�Ó¿Á�¿µgªÉ�µg¿��*¿£�pÙ¤\¿Ñ���g¿*µ�Ug¸¸�µ¸¿£læÃæ\¿�pu¤\¿

��¸Áµ�LÉÁ�µ¸¿ £½½¦¼æ\¿�pǤ\¿ >�_¿���_¿-gµÐ�Ug¿U��¡>��g¸¿ £wu¦uæ\¿�pu¤¿Ñgµg¿��µg¿ ���g�Ó¿ Á�>�¿ Á�g¿É��Ðgµ¸g¿�t¿

LÉÓgµ¸¿>¸¿>¿Ñ���g¿Á�¿µgªÉ�µg¿��*¦

��¡>��g¸¿Á�>Á¿_�¿LÉÓ¿ ��U>�¿ t��_¿µgªÉ�µg¿��*¿UgµÁ�ÚU>Á���¿��µg¿ tµgªÉg�Á�Ó¿ Á�>�¿Á�g¿É��Ðgµ¸g¿>¸¿>¿Ñ���g\¿

Ñ�Á�¿Ã¼¦læ¿£�p�¼¤¿µgªÉ�µ��y¿ �Á¦¿7���g¿¸��g¿¸�>��¿>�_¿��_�¸U>�g¿¡µ�_ÉUgµ¸¿¸gg¿Á�g¿U�¸Á¿�t¿Á�g¿��*¿>É_�Á¿>¸¿

¡µ���L�Á�Ðg\¿�Á�gµ¸¿¸gg¿Á�g¿UgµÁ�ÚU>Á���¿>¸¿>¿¡���Á¿�t¿g�ÁµÓ¿��Á�¿�gÑ¿Ñ���g¸>�g¿Lɸ��g¸¸¿µg�>Á���¸��¡¸¦¿����¸Á¿

¼wæ¿�t¿Lɸ��g¸¸g¸¿Á�>Á¿µgªÉ�µg¿��*¿>�¸�¿¡ÉµU�>¸g¿¸��g¿>��É�Á¿�t¿��U>�¿t��_¸¦¿

,g¸¡��_g�Á¸¿Ñgµg¿ >�¸�¿ >¸�g_¿ >L�ÉÁ¿�>×>µ_¿��>�Ó¸�¸¿ >�_¿µ�Á�U>�¿��Áµ��¿ *���Á¸¿ £���*¤\¿ >¿ ¸g�t�µgyÉ�>Ág_¿

process and claim that companies along the food chain may undertake as a measure of sanitation, food safety

>�_¿�g>�Á�¿¸Á>�_>µ_¸¦¿7���g¿�Á¿ �¸¿��Á¿É¸É>��Ó¿>¿�gy>�¿µgªÉ�µg�g�Á\¿�>�Ó¿U��Áµ>UÁ¸¿LgÁÑgg�¿LÉÓgµ¸¿>�_¿t��_¿

¡µ�_ÉUgµ¸¿ µgªÉ�µg¿ ���*¿ UgµÁ�ÚU>Á���¦¿ /��µÁÓ�Á�µgg¿ ¡gµUg�Á¿ £�pÇu¤¿ �t¿ >��¿ ¸ÉµÐgÓ¿ µg¸¡��_g�Á¸¿ µgªÉ�µg¿ Á�>Á¿

Á�g�µ¿¸É¡¡��gµ¸¿�>Ðg¿���*¿UgµÁ�Úg_¿t>U���Á�g¸¿�µ¿���*¿¡�>�¸¿��¿¡�>Ug¦¿"t¿Á��¸g¿µgªÉ�µ��y¿���*\¿¼uæ¿£�p�l¤¿

µg¡�µÁg_¿Á�>Á¿Á�gÓ¿��Ág�Á���>��Ó¿¡ÉµU�>¸g¿̧ ��g¿>��É�Á¿�t¿��U>�¿t��_\¿Ñ���g¿wÙæ¿�t¿>��¿��U>�¿t��_¿LÉÓgµ¸¿µgªÉ�µg¿

���*¦¿Ó¿¸gUÁ�µ\¿���*¿Ñ>¸¿��¸Á¿���g�Ó¿Á�¿Lg¿>¿µgªÉ�µg�g�Á¿>���y¿*µ�Ug¸¸�µ¸¿£læÃæ\¿�pu¤\¿���_¿-gµÐ�Ug¿

U��¡>��g¸¿£wu¦uæ\¿�pu¤\¿>�_¿-É¡gµ�>µ�gÁ¸¿£½Ùæ\¿�pä¦

/��µÁÓ�¸gÐg�¿µg¸¡��_g�Á¸¿£w�¦Ã椿�_g�Á�Úg_¿¡>U�>y��y¿̧ Á>�_>µ_¸¿>¸¿>¿̧ É¡¡��gµ¿µgªÉ�µg�g�Á¦¿/Ñg�ÁÓ�¸�Ò¿£¼Ç¦Ç椿

�t¿Á��¸g¿U���gµU�>�¿t��_¿LÉÓgµ¸¿Á�>Á¿�>Ðg¿¡>U�>y��y¿¸Á>�_>µ_¸¿>�¸�¿¡ÉµU�>¸g¿��U>�¿t��_¸»¿Á��¸g¿Ç½¿µg¡µg¸g�Á¿

u¼¦læ¿�t¿>��¿Lɸ��g¸¸g¸¿Á�>Á¿¡ÉµU�>¸g¿��U>�¿t��_¦¿/�g¿¡µ�Ug¸¸��y¿¸gUÁ�µ¿Ñ>¸\¿LÓ¿t>µ\¿Á�g¿¸gUÁ�µ¿��¸Á¿���g�Ó¿Á�¿

¸¡gU�tÓ¿¡>U�>y��y¿¸Á>�_>µ_¸¿t�µ¿Á�g�µ¿¸É¡¡��gµ¸¿£læÃæ\¿�pu¤¦¿/��Éy�¿Á�gÓ¿_�¿��Á¿>��¿U�É�Á¿�Á¿>¸¿>¿µgªÉ�µg�g�Á\¿

½�¦�æ¿£�pww¤¿U��¸�_gµg_¿¡µ�_ÉUÁ¿¡>U�>y��y¿g�Á�gµ¿¯��¡�µÁ>�Á°¿�µ¿¯ÐgµÓ¿��¡�µÁ>�Á°¿t>UÁ�µ¿��¿�>���y¿¡ÉµU�>¸��y¿

_gU�¸���¸¦¿ �y�ÁÓ¿¡gµUg�Á¿£�pw¤¿�t¿-É¡gµ�>µ�gÁ¸¿�_g�Á�Úg_¿¡>U�>y��y¿>¸¿¯��¡�µÁ>�Á°¿�µ¿¯ÐgµÓ¿��¡�µÁ>�Á¦°

�¸¿Ñ�Á�¿���*\¿��*¿>�_¿¡>U�>y��y¿̧ Á>�_>µ_¸\¿LÉÓgµ¸¿�t¿��U>�¿t��_¿Ñgµg¿��µg¿���g�Ó¿Á�¿�>Ðg¿yµ>_��y¿̧ Á>�_>µ_¸¿

Á�>�¿Ñ>¸¿Á�g¿tÉ��¿É��Ðgµ¸g¿�t¿U���gµU�>�¿LÉÓgµ¸¦¿��¿¡µ�_ÉUg\¿yµ>_g¸¿

>µg¿>¿�g>¸Éµg¿�t¿>¿¡µ�_ÉUÁ²¸¿¸�×g\¿U��¸�¸Ág�UÓ¿�t¿¡µ�_ÉUÁ¿¸�×g¿Ñ�Á���¿

>¿ U>¸g\¿ U���µ\¿ >�_¿ Á�g¿ >¸¸É�¡Á���¿ �t¿ y��_¿ Û>Ð�µ¿ L>¸g_¿ ��¿ Ð�¸�L�g¿

U�>µ>UÁgµ�¸Á�U¸¦¿ ��µg¿ Á�>�¿ uÃæ¿ �t¿ ��U>�¿ t��_¿ LÉÓ��y¿ U��¡>��g¸¿

µgªÉ�µg¿Á�>Á¿Á�g�µ¿¸É¡¡��gµ¸¿¡µ�Ð�_g¿yµ>_g_¿¡µ�_ÉUÁ\¿Ð¸¦¿wu¦Ãæ¿��¿Á�g¿

U���gµU�>�¿LÉÓgµ¿¡�¡É�>Á���¿>¸¿>¿Ñ���g¦¿Ó¿̧ gUÁ�µ\¿*µ�Ug¸¸�µ¸¿£½½¦¼æ\¿

�pw¤¿>�_¿-É¡gµ�>µ�gÁ¸¿£½Ùæ\¿�pä¿Ñgµg¿��µg¿���g�Ó¿Á�>�¿Á�g¿É��Ðgµ¸g¿

>¸¿ >¿Ñ���g¿ Á�¿ µgªÉ�µg¿ yµ>_g_¿¡µ�_ÉUÁ¦¿7���g¿uæÃæ¿ require graded

¡µ�_ÉUÁ\¿ ½Ãæ¿�t¿ >��¿ U���gµU�>�¿ LÉÓgµ¸¿ >�_¿lÙæ¿ £�pw¤¿ �t¿ ¸ÉµÐgÓg_¿

Supermarkets indicated that grading is an important or very important

factor to them in making purchasing decisions.

-ɵ¡µ�¸��y�Ó\¿�ɸÁ¿uÙ¦¼æ¿�t¿>��¿¸ÉµÐgÓg_¿U���gµU�>�¿LÉÓgµ¸¿��_�U>Ág_¿Á�>Á¿Á�gÓ¿µgªÉ�µg¿Á�>Á¿Á�g�µ¿¸É¡¡��gµ¸¿���_¿

��>L���ÁÓ¿ ��¸Éµ>�Ug»¿>�¿>__�Á���>�¿ �w¦¼æ¿ £�p��¤¿_�_¿��Á¿���Ѧ¿/�g¿ µgªÉ�µg�g�Á¿�t¿ ��>L���ÁÓ¿ ��¸Éµ>�Ug¿Ñ>¸¿��¸Á¿

U�����¿>���y¿���_¿-gµÐ�Ug¿LÉÓgµ¸¿£½Ã¦½æ\¿�p¼¤\¿-É¡gµ�>µ�gÁ¸¿£½Ùæ\¿�pä\¿>�_¿*µ�Ug¸¸�µ¸¿£½½¦¼æ\¿�pw¤¦¿"t¿

Á��¸g¿µgªÉ�µ��y¿Á�>Á¿¸É¡¡��gµ¸¿���_¿Á��¸¿��¸Éµ>�Ug\¿¼�¦�æ¿£�pǼ¤¿¡ÉµU�>¸g¿��U>�¿t��_¸¦¿

�Ð>��>L���ÁÓ¿�t¿¡µ�_ÉUÁ¿tµ��¿>¡¡µ�Ðg_¿Ðg�_�µ¸¿Ñ>¸¿>�¿��¡�µÁ>�Á¿�µ¿ÐgµÓ¿��¡�µÁ>�Á¿t>UÁ�µ¿��¿�>���y¿¡ÉµU�>¸��y¿

_gU�¸���¸¿Á�¿½¼¦�æ¿£�pw�¤¿�t¿̧ ɵÐgÓg_¿LÉÓgµ¸\¿>�_¿��¸Á¿��¡�µÁ>�Á¿Á�¿���_¿-gµÐ�Ug¿£l�¦læ\¿�p�¤¿>�_¿"Á�gµ¿,gÁ>��¿

£¼Ç¦¼æ\¿�pl¤¿LÉÓgµ¸¦¿��Ágµg¸Á��y�Ó\¿��U>�¿t��_¿¡ÉµU�>¸��y¿LÓ¿U��¡>��g¸¿Á�>Á¿LÉÓ¿���Ó¿tµ��¿>¡¡µ�Ðg_¿Ðg�_�µ¸¿

Ñ>¸¿¡µgÐ>�g�Á¿>���y¿Á�g¿¸ÉµÐgÓg_¿¡�¡É�>Á���¦¿�ɸÁ¿�Ðgµ¿wwæ¿�t¿>��¿U��¡>��g¸¿Á�>Á¿¡ÉµU�>¸g¿��U>�¿t��_¸¿>�¸�¿

¡ÉµU�>¸g¿gÒU�ɸ�Ðg�Ó¿tµ��¿>¡¡µ�Ðg_¿Ðg�_�µ¸»¿¸gg�¿>��Á�gµ¿Ñ>Ó\¿½Ù¦½æ¿£�pÇÙ¤¿�t¿>��¿U���gµU�>�¿LÉÓgµ¸¿Ñ��¿

LÉÓ¿���Ó¿tµ��¿>¡¡µ�Ðg_¿Ðg�_�µ¸¿>�¸�¿LÉÓ¿��U>�¦¿��¡>��g¸¿��Á¿����Ág_¿Á�¿¡ÉµU�>¸��y¿tµ��¿>¡¡µ�Ðg_¿Ðg�_�µ¸¿

I expect local food to be better (than food from further away). And it makes me feel better,

buying local.”

Data Analysis

Page 31: Seed Capital Kentucky Demand Study

31

Ñgµg¿�>µy��>��Ó¿��µg¿���g�Ó¿Á�¿¡ÉµU�>¸g¿��U>�¿t��_¸\¿½u¦læ¿£�pÇu¤¦¿Ó¿¸gUÁ�µ\¿���_¿-gµÐ�Ug¿>�_¿"Á�gµ¿,gÁ>��¿

Ñgµg¿��¸Á¿���g�Ó¿Á�¿���Ó¿¡ÉµU�>¸g¿tµ��¿>¡¡µ�Ðg_¿Ðg�_�µ¸¿and ¡ÉµU�>¸g¿��U>�¿t��_\¿>Á¿¼�¦wæ¿£�pu¤¿>�_¿¼uæ¿

£�p俵g¸¡gUÁ�Ðg�Ó¦

/>�g�¿>¸¿>¿Ñ���g\¿Á�g¿¸ÉµÐgÓ¿µg¸É�Á¸¿>L�Ðg¿��_�U>Ág¿Á�>Á¿U��¡>��g¸¿Á�>Á¿_�¿��Ág�Á���>��Ó¿¡ÉµU�>¸g¿��U>�¿t��_¸¿

>µg¿��µg¿ ���g�Ó¿Á�>�¿Á�g¿¸ÉµÐgÓg_¿É��Ðgµ¸g¿�t¿LÉÓgµ¸¿>¸¿>¿Ñ���g¿Á�¿���_¿>��¿Á�g�µ¿¸É¡¡��gµ¸¿ £��U>�¿>�_¿����

��U>�¤¿Á�¿UgµÁ>��¿¡µ�_ÉUÁ¿¸¡gU�ÚU>Á���¸¿�µ¿¡µ�_ÉUÁ���¿�gÁ��_¸¦¿��ÑgÐgµ\¿Á�g¿t>UÁ¿Á�>Á¿��É�¸Ð���g¿U���gµU�>�¿

LÉÓgµ¸¿Ñ�Á�¿¸Áµ��y¿¸Á>�_>µ_¸¿>�_¿¸¡gU�ÚU>Á���¸¿>µg¿¡ÉµU�>¸��y¿��U>�¿t��_¿�¸¿��Á¿�gUg¸¸>µ��Ó¿>�¿��_�U>Á���¿Á�>Á¿

��U>�¿¸É¡¡��gµ¸¿>µg¿�ggÁ��y¿>��¿Á��¸g¿¸Á>�_>µ_¸¦¿ ��¿¡µ>UÁ�Ug¿£L>¸g_¿��¿���_g¡Á�¿��ÁgµÐ�gѸ¿Ñ�Á�¿U���gµU�>�¿

LÉÓgµ¸¿t�µ¿Á��¸¿�g�>�_¿��>�Ó¸�¸¿>¸¿Ñg��¿>¸¿�>µ¡¿,g¸�ɵUg¸²¿gÒ¡gµ�g�Ug¸¿Ñ�µ���y¿Ñ�Á�¿�>µyg¿¸U>�g¿U���gµU�>�¿

LÉÓgµ¸¿��¿�Á�gµ¿U�Á�g¸¿>�_¿�>µ�gÁ¸¤\¿�>�Ó¿U���gµU�>�¿LÉÓgµ¸¿Ñ�Á�¿¸Áµ�UÁ¿¡µ�_ÉUÁ¿¸¡gU�ÚU>Á���¸¿>�_¿¸É¡¡��gµ¿

¸Á>�_>µ_¸¿>µg¿Ñ�����y¿Á�¿ÁÑg>�¿Á��¸g¿¸¡gU�ÚU>Á���¸¿>�_¿Lg�_¿Á��¸g¿¸Á>�_>µ_¸¿��¿�µ_gµ¿Á�¿>__¿¸��g¿>��É�Á¿�t¿

��U>�¿¡µ�_ÉUÁ¿Á�¿Á�g�µ¿¸É¡¡�Ó¿U�>��¸¿Á�¿�ggÁ¿UɸÁ��gµ¿_g�>�_¦¿��ÑgÐgµ\¿Á�gÓ¿>µg¿���Ó¿Ñ�����y¿Á�¿_�¿¸�¿t�µ¿>¿

relatively small amount of product.

Reimbursements, Incentives or Subsidies

-ɵÐgÓ¿µg¸¡��_g�Á¸¿Ñgµg¿>¸�g_¿>L�ÉÁ¿Á�g¿���_¸¿�t¿µg��Lɵ¸g�g�Á¸\¿��Ug�Á�Ðg¸¿�µ¿¸ÉL¸�_�g¸¿Á�gÓ¿µgUg�Ðg¿Á�>Á¿

��ÛÉg�Ug¿Á�g�µ¿¸�ɵU��y¿>�_¿¡ÉµU�>¸��y¿_gU�¸���¸¦¿/�g¿��¸Á¿U������Ó¿µgUg�Ðg_¿��Ug�Á�Ðg¿Ñ>¸¿LÉ��¿_�¸U�É�Á¸¿

£_�¸U�É�Á¸¿t�µ¿LÉÓgµ¸¿Ñ��¿U����Á¿Á�¿¡ÉµU�>¸��y¿¸�×>L�g¿ªÉ>�Á�Á�g¸¿�t¿¡µ�_ÉUÁ¿g�Á�gµ¿>Á¿��g¿Á��g¿�µ¿�Ðgµ¿Á�g¿

U�ɵ¸g¿�t¿ >¿ U��Áµ>UÁ¿¡gµ��_¤\¿Ñ�Á�¿ wlæ¿ £�pý¤¿ µgUg�Ð��y¿ Á�g¸g¿_�¸U�É�Á¸¿ t�µ¿Ð��É�g¿¡ÉµU�>¸��y¿ tµ��¿ Á�g�µ¿

¸É¡¡��gµ¸¦¿/��¸¿��ÛÉg�Ug¿Ñ>¸¿tg�Á¿��¸Á¿>���y¿*µ�Ug¸¸�µ¸¿£½½¦¼æ\¿�pw¤¿>�_¿��¸Áµ�LÉÁ�µ¸¿£½½¦¼æ\¿�pǤ\¿>�_¿�g>¸Á¿

>���y¿-É¡gµ�>µ�gÁ¸\¿Ñ�gµg¿�ɸÁ¿ÇÙæ¿£�p�¤¿µgUg�Ðg_¿LÉ��¿_�¸U�É�Á¸¦¿�ɸÁ¿ÇǦ�æ¿£�pl¤¿�t¿¸ÉµÐgÓg_¿µg¸Á>ɵ>�Á¸¿

µgUg�Ðg¿�9¿*µ�É_¿�>µ�gÁ��y¿��Ug�Á�Ðg¸¿�µ¿µgL>Ág¸¦¿

��Ágµg¸Á��y�Ó\¿ >��¿ ¸ÉµÐgÓg_¿ *µ�Ug¸¸�µ¸¿ µgUg�Ðg¿ ¸��g¿ t�µ�¿ �t¿ µg��Lɵ¸g�g�Á\¿ ��Ug�Á�Ðg\¿ �µ¿ ¸ÉL¸�_Ó¿ ��¿ Á�g�µ¿

¸É¡¡�Ó¿U�>��¸¦¿"t¿>��¿U���gµU�>�¿LÉÓgµ¸\¿ÃæÃæ¿£�pÇu¤¿µg¡�µÁg_¿Á�>Á¿Á�gÓ¿µgUg�Ðg¿���g¦¿��µg¿Á�>�¿uwæ¿£�p½¤¿

�t¿���_¿-gµÐ�Ug¿U��¡>��g¸¿>�_¿½Ùæ¿£�pä¿�t¿-É¡gµ�>µ�gÁ¸¿>�¸�¿µg¡�µÁg_¿Á�>Á¿��¿¸ÉU�¿_�¸U�É�Á¸¿�µ¿¸ÉL¸�_�g¸¿

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Production Specification Requirements: All Respondents vs. Respondents Who Buy Local

All respondents Local buyers

Data Analysis

Page 32: Seed Capital Kentucky Demand Study

32

�� >�Ͻ*³�¿�U��½�³½*���U�g¶½¿�>¿½��×Åg�Ug½*ųU�>¶��y½�gU�¶���¶

-ɵÐgÓ¿µg¸¡��_g�Á¸¿Ñgµg¿>¸�g_¿Á�¿�_g�Á�tÓ¿��Ágµ�>�¿U��¡>�Ó¿¡µ�Á�U��¿�µ¿¡���U�g¸¿Á�>Á¿��ÛÉg�Ug¿Á�g�µ¿¡ÉµU�>¸��y¿

decisions.

/Ñg�ÁÓ�g�y�Á¿¡gµUg�Á¿¡ÉµU�>¸g¿tµ��¿>¿Ug�Áµ>�¿¡ÉµU�>¸��y¿U>Á>��yÉg¿�µ¿yÉ�_g¿Á�>Á¿�¸¿¡µ�Ð�_g_¿Á�¿Á�g�¿£�¦g¦¿LÓ¿

U�µ¡�µ>Ág¿�g>_ªÉ>µÁgµ¸¤¦¿1¸g¿�t¿¸ÉU�¿>¿U>Á>��yÉg¿Ñ>¸¿��y�gµ¿Á�>�¿>Ðgµ>yg¿>���y¿���_¿-gµÐ�Ug¿U��¡>��g¸¿

£Ã½¦wæ\¿�pw¤¦¿����¸Á¿��¿*µ�Ug¸¸�µ¸¿£�½¦¼æ\¿�p�¤¿>�_¿��¿��¸Áµ�LÉÁ�µ¸¿̧ ɵÐgÓg_¿É¸g¿̧ ÉU�¿>¿U>Á>��yÉg¦¿����y¿Á��¸g¿

U��¡>��g¸¿Á�>Á¿¡ÉµU�>¸g¿tµ��¿>¿Ug�Áµ>�¿U>Á>��yÉg¿�µ¿yÉ�_g\¿uÙæ¿£�p�Ù¤¿¡ÉµU�>¸g¿��U>�¿t��_¸\¿µg¡µg¸g�Á��y¿

ÇǦÇæ¿�t¿>��¿��U>�¿t��_¿LÉÓgµ¸¦¿"t¿Á��¸g¿U���gµU�>�¿t��_¿LÉÓgµ¸¿Ñ��¿_�¿��Á¿É¸g¿>¿Ug�Áµ>�¿¡ÉµU�>¸��y¿U>Á>��yÉg\¿

½l¦½æ¿£�pÃu¤¿¡ÉµU�>¸g¿��U>�¿t��_¸¦¿

�ɸÁ¿�Ðgµ¿Ã¼æ¿�t¿¸ÉµÐgÓ¿µg¸¡��_g�Á¸¿�_g�Á�Úg_¿¡µ�_ÉUÁ¿¸¡gU�ÚU>Á���¸¿¸ÉU�¿>¸¿Ð>µ�gÁÓ\¿¡>U�¿�µ¿yµ>_g¿>���y¿

U��¡>�Ó¿ ¡���U�g¸¿ Á�>Á¿ ��t�µ�¿ Á�g�µ¿ ¡ÉµU�>¸��y¦¿ *µ�Ug¸¸�µ¸¿ £uÙæ\¿ �pä\¿ ���_¿ -gµÐ�Ug¿ U��¡>��g¸¿ £uw¦uæ\¿

�p½¤\¿>�_¿-É¡gµ�>µ�gÁ¸¿£½Ùæ\¿�pä¿Ñgµg¿��µg¿���g�Ó¿Á�>�¿�Á�gµ¿LÉÓ��y¿¸gUÁ�µ¸¿Á�¿¡ÉµU�>¸g¿L>¸g¿��¿¡µ�_ÉUÁ¿

¸¡gU�ÚU>Á���¸¦¿����y¿Á��¸g¿Ñ��¿�>�g¿¡ÉµU�>¸��y¿_gU�¸���¸¿L>¸g_¿��¿¡µ�_ÉUÁ¿¸¡gU�ÚU>Á���¸\¿½Ù¦¼æ¿£�p�¼¤¿

¡ÉµU�>¸g¿��U>�\¿µg¡µg¸g�Á��y¿�ɸÁ¿Ã¼¦læ¿�t¿>��¿��U>�¿t��_¿LÉÓgµ¸¦

/Ñg�ÁÓ����g¿¡gµUg�Á¿ £�pÇǤ¿�t¿¸ÉµÐgÓ¿ µg¸¡��_g�Á¸¿ ��_�U>Ág_¿Á�>Á¿ Á�g�µ¿¡ÉµU�>¸��y¿_gU�¸���¸¿>µg¿¸ÉL�gUÁ¿ Á�¿

>�¿��Ágµ�>�¿>¡¡µ�Ð>�¿¡µ�Ug¸¸¿£tµ��\¿t�µ¿gÒ>�¡�g\¿>¿µgy���>�¿�>�>ygµ¿�µ¿U�µ¡�µ>Ág¿�g>_ªÉ>µÁgµ¸¤\¿>�_¿Á�g¸g¿

¡µ�Ug¸¸g¸¿ >µg¿ ��¸Á¿ ¡µgÐ>�g�Á¿ >���y¿ ���_¿ -gµÐ�Ug¿ U��¡>��g¸¿ £uw¦uæ\¿ �p½¤¿ >�_¿ �g>¸Á¿ U�����¿ >���y¿

,g¸Á>ɵ>�Á¸¿£�w¦Ãæ\¿�pu¤¦¿"t¿Á�g¿ÇÇ¿µg¸¡��_g�Á¸¿Ñ��¿>µg¿¸ÉL�gUÁ¿Á�¿��Ágµ�>�¿>¡¡µ�Ð>�¿¡µ�Ug¸¸g¸\¿½�¦�æ¿£�p�ä¿

¡ÉµU�>¸g¿ ��U>�¿ t��_»¿ �ɸÁ¿ Çl¦�æ¿�t¿ Á�g¿ ��U>�¿ t��_¿¡ÉµU�>¸��y¿ ¸ÉµÐgÓ¿ µg¸¡��_g�Á¸¿Ñgµg¿ ¸ÉL�gUÁ¿ Á�¿ ��Ágµ�>�¿

approval processes.

-ɵÐgÓ¿ µg¸¡��_g�Á¸¿ Ñgµg¿ >�¸�¿ >¸�g_¿ >L�ÉÁ¿ t��_¿ ¸>tgÁÓ¿ UgµÁ�ÚU>Á���¸\¿ >�_¿ Ãl¦¼æ¿ £�pÇ�¤¿ µgÐg>�g_¿ Á�>Á¿

µgªÉ�µg�g�Á¸¿ t�µ¿ Á�g¸g¿ ���_¸¿ �t¿ UgµÁ�ÚU>Á���¸¿ ��ÛÉg�Ug¿ Á�g�µ¿ ¡ÉµU�>¸��y¿ _gU�¸���¸¦¿ ,gªÉ�µ��y¿ t��_¿ ¸>tgÁÓ¿

UgµÁ�ÚU>Á���¸¿��µg¿�tÁg�¿Á�>�¿Á�g¿É��Ðgµ¸g¿>¸¿>¿Ñ���g¿Ñgµg¿*µ�Ug¸¸�µ¸¿£uÙæ\¿�pä\¿���_¿-gµÐ�Ug¿£uw¦uæ\¿�p½¤\¿

>�_¿"Á�gµ¿,gÁ>��gµ¸¿£½Ã¦½æ\¿�p¼¤¦¿�ɸÁ¿̧ �Ò¿µg¸Á>ɵ>�Á¸¿£�¼¦�椿µgªÉ�µg_¿t��_¿̧ >tgÁÓ¿UgµÁ�ÚU>Á���¸¿�t¿Á�g�µ¿̧ É¡¡��gµ¸¦¿

/��¸g¿Ñ�Á�¿µgªÉ�µg�g�Á¸¿t�µ¿t��_¿̧ >tgÁÓ¿UgµÁ�ÚU>Á���¸¿Ñgµg¿�g¸¸¿���g�Ó¿Á�¿¡ÉµU�>¸g¿��U>�¿t��_¿£ul¦½æ\¿�p�¼¤¿Á�>�¿

Á��¸g¿Ñ�Á��ÉÁ¿£½½¦¼æ\¿�pÇl¤\¿ÓgÁ¿Ã¼¦læ¿£�p�¼¤¿�t¿Á�g¿g�Á�µg¿É��Ðgµ¸g¿�t¿¸ÉµÐgÓg_¿��U>�¿t��_¿LÉÓgµ¸¿do hold their

¸É¡¡��gµ¸¿Á�¿¸��g¿t��_¿¸>tgÁÓ¿µgªÉ�µg�g�Á¸¿�µ¿UgµÁ�ÚU>Á���¸¦¿"�g¿���_¿-gµÐ�Ug¿U��¡>�Ó¿��ÁgµÐ�gÑg_¿��Ág_¿

Á�>Á¿t��_¿¸>tgÁÓ¿�¸¿��¸¿U��¡>�Ó²¸¿¡µ��>µÓ¿U��Ugµ�»¿Á��Éy�¿Á�g¿U��¡>�Ó¿Ñ>�Á¸¿Á�¿¡ÉµU�>¸g¿��µg¿��U>�¿t��_¸\¿

¯Ñg¿U>�²Á¿�ɸÁ¿LÉÓ¿�tt¿Á�g¿L>U�¿�t¿>¿t>µ�gµ²¸¿ÁµÉU�¦°

/Ñg�ÁÓ¿ ¡gµUg�Á¿ £�p�u¤¿ �t¿ ¸ÉµÐgÓ¿ µg¸¡��_g�Á¸¿ ¸>�_¿ Á�>Á¿ ��¿ ��Ágµ�>�¿ ¡µ�Á�U��¿ �µ¿ ¡���U�g¸¿ ��ÛÉg�Ug¿ Á�g�µ¿

¡ÉµU�>¸��y¿_gU�¸���¸\¿Ñ���g¿ �Ù¦¼æ¿ £�pl¤¿Ñµ�Ág¿ ��¿�Á�gµ¿¡µ�Á�U��¿ >�_¿¡���U�g¸¿ Á�>�¿ Á��¸g¿_g¸Uµ�Lg_¿>L�Ðg¦¿

"�g¿,g¸Á>ɵ>�Á¿Á�>Á¿¡ÉµU�>¸g¸¿Á�µ�Éy�¿-Ó¸U�¿��Ág_¿Á�>Á¿-Ó¸U�¿�>¸¿�Á¸¿�Ñ�¿¡���U�g¸¿>�_¿¡µ�Á�U��¿t�µ¿ÐgÁÁ��y¿

¸É¡¡��gµ¸\¿>¿µg���_gµ¿Á�>Á¿U���gµU�>�¿t��_¿LÉÓgµ¸¿>µg¿¸ÉL�gUÁ¿��Á¿���Ó¿Á�¿Á�g�µ¿�Ñ�¿U��¡>�Ó²¸¿¡µ�Á�U��\¿LÉÁ¿

to all ¡µ�Á�U��\¿¡���U�g¸\¿>�_¿¸Á>�_>µ_¸¿��¡�g�g�Ág_¿LÓ¿gÐgµÓ¿¸É¡¡��gµ¿>���y¿Á�g�µ¿¸É¡¡�Ó¿U�>��¸¦¿

Data Analysis

Page 33: Seed Capital Kentucky Demand Study

33

Question #4: How do buyers see local food as an anchor for a broader economic development strategy?

/�g¿ U��U�É_��y¿ ªÉg¸Á���¿ U���gµU�>�¿ ¸ÉµÐgÓ¿ µg¸¡��_g�Á¸¿ Ñgµg¿

>¸�g_¿Ñ>¸[¿¯���>��Ó\¿Ñ�>Á¿�¸¿Ó�ɵ¿¡gµ¸¡gUÁ�Ðg¿��¿Á�g¿gÒÁg�Á¿Á�¿Ñ��U�¿

��Ðg¸Á�g�Á¿��¿��É�¸Ð���g²¸¿�"��¿t��_¿gU����Ó¿U�É�_¿_µ�Ðg¿Lµ�>_gµ¿

gU�����U¿_gÐg��¡�g�Á¿��¿Á�g¿¸Á>Ág¿>�_¿µgy���«¿*�g>¸g¿_g¸Uµ�Lg¦°

��µg¿ Á�>�¿ ¼læ¿�t¿ ¸ÉµÐgÓ¿ µg¸¡��_g�Á¸¿Ñ��¿>�¸Ñgµg_¿ Á��¸¿ªÉg¸Á���¿

µg¸¡��_g_¿ ��¿Ñ>Ó¸¿ Á�>Á¿ ��_�U>Ág_¿ Á�>Á¿ Á�gÓ¿¸>Ñ¿ ��Ðg¸Á�g�Á¿ ��¿ ��U>�¿

t��_¿>¸¿>¿Ð�>L�g¿>�U��µ¿t�µ¿>�¿gU�����U¿_gÐg��¡�g�Á¿¸Áµ>ÁgyÓ¦¿

Respondents supported investment in the local food economy as part of an overall economic development

¸Áµ>ÁgyÓ¿t�µ¿>¿�É�Lgµ¿�t¿µg>¸��¸¦¿-gÐgµ>�¿µg¸¡��_g�Á¸¿��Ág_¿Á�>Á¿>¿Lµ�>_¿µ>�yg¿�t¿¸Á>�g���_gµ¸¿Lg�gÚÁ¿Ñ�g�¿

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¸��É�_¿Lg¿ ��Ðg¸Ág_¿��m¿Á�g¿t>µ�gµ¸¿Ñ���¿_�¿LgÁÁgµ¿>�_¿Á�g¿t��_¿�¸¿LgÁÁgµ¦°¿��_¿>��Á�gµ¿gÒ¡�>��g_¿Á�>Á¿Ñ�g�¿

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¡�>Ug°»¿Á��¸¿µg¸¡��_g�Á¿��Ág_¿Á�>Á¿Á�¿Á�g¿gÒÁg�Á¿Á�>Á¿��¸¿LÉ_ygÁ¿>���Ѹ\¿�g¿Ñ>�Á¸¿Á�¿¸É¡¡�µÁ¿¯Á�>Á¿��Ðg�g�Á¦°¿

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Company Policies & Requirements Influencing Purchases: All Respondents vs. Respondents Who Buy Local

All respondents

Local buyers

Supporting “local farmers and the local

economy will make the city a better place.”

Data Analysis

Page 34: Seed Capital Kentucky Demand Study

34

¡>µÁ�UÉ�>µ¦¿-gÐgµ>�¿_g¸Uµ�Lg_¿��É�¸Ð���g¿>¸¿>¿¡�>Ug¿�t¿����Ð>Á���¿>�_¿¸>Ñ¿��U>�¿t��_¿¸Ó¸Ág�¸¿£>�_¿��Ðg¸Á�g�Á¿

in those systems) as a part of that. One respondent said, “Taking advantage of the centralized location of the

U�ÁÓ\¿L�Á�¿t�µ¿Á�g¿¸Á>Ág¿>�_¿Á�g¿µgy���¿�>�g¸¿��É�¸Ð���g¿>�¿�LÐ��ɸ¿Ug�Áµ>�¿¡���Á¿t�µ¿��U>�¿t��_¦¿�__�Á���>��Ó\¿Á�g¿

citizens of the city support the movement.” Another noted that Louisville

�¸¿>¿¡�>Ug¿��¿Ñ��U�¿¯>¿��Á¿�t¿É��ªÉg¿�_g>¸¿�>Ðg¿¡�¡¡g_¿É¡¿��¿Á�g¿¡>¸Á¿

u¿Óg>µ¸°¿>�_¿¸>Ñ¿Á�g¿U�ÁÓ¿>¸¿¯>�¿É�Á>¡¡g_¿�>µ�gÁ°¿t�µ¿��U>�¿t��_¿��¿>¿

�>µygµ¿ ¸U>�g¦¿���Á�gµ¿ µg¸¡��_g�Á¿ gU��g_¿ Á��¸¿ Á�g�g\¿_g¸Uµ�L��y¿ Á�>Á¿

�g¿ ¯¸gg¸¿ ��Ñ¿ Á�g¿ t>µ�gµ¸²¿�>µ�gÁ¸¿ ��¿ Á�g¿ >µg>¿ >µg¿ ¡µ�¸¡gµ��y°¿ >�_¿

Lg��gÐg¸¿ ¯Á��¸¿ U�É�_¿ gÒ¡>�_¿ ��Á�¿ >¿ Lµ�>_gµ¿ gU�����U¿ _gÐg��¡�g�Á¿

¸Áµ>ÁgyÓ¦°¿/������y¿��µg¿Lµ�>_�Ó¿>L�ÉÁ¿��É�¸Ð���g²¸¿¡�¸�Á���¿Ñ�Á���¿Á�g¿

µgy���\¿ >��Á�gµ¿ µg¸¡��_g�Á¿ ¸>�_\¿ °��É�¸Ð���g¿ �¸¿ Á�g¿L�yyg¸Á¿ U�ÁÓ¿ ��¿ Á�g¿

state and has many potential outlets for local food. If the priority can

LgU��g¿��U>�¿t��_\¿�Á¿Ñ�É�_¿�>Ðg¿>¿Áµg�g�_�ɸ¿��¡>UÁ¿��¿Á�g¿µgy���¿

and in the state.”

-��g¿µg¸¡��_g�Á¸¿Á���¿Á�g¿�_g>¿>¿¸Ág¡¿tɵÁ�gµ¿¸Á���¿>�_¿��U�É_g_¿Á��Éy�Á¸¿��¿Ñ�>Á¿��É�¸Ð���g¿�gg_¸¿��¿�µ_gµ¿

Á�¿Lµ��y¿ ��U>�¿ t��_¿É¡�tµ��Á�>�_�Ug�Ágµ¿ ��¿ Á�g¿U�ÁÓ²¸¿ gU�����U¿_gÐg��¡�g�Á¿ ¸Áµ>ÁgyÓ¿>�_¿ ��¿ yµ�UgµÓ¿ ¸Á�µg¿

display cases. A handful of respondents discussed infrastructure in general terms, noting that the city “needs

LgÁÁgµ¿��tµ>¸ÁµÉUÁɵg¿��¿�µ_gµ¿Á�¿�>�g¿Á�g¿��Ðg�g�Á¿̧ ɸÁ>��>L�g¦°¿"�g¿>_Ð�¸g_[¿̄ LÉ��_¿Á�g¿��tµ>¸ÁµÉUÁɵg¦°¿*���UÓ¿

g�gµyg_¿ ��¿Á��¸¿_�¸Uɸ¸���¿>¸¿Ñg��\¿Ñ�Á�¿��g¿Lɸ��g¸¸¿�Ñ�gµ¿��Á��y¿Á�>Á¿¸�>��\¿ ��_g¡g�_g�Á¿ ��U>��Ó¿�Ñ�g_¿

Lɸ��g¸¸g¸¿�gg_¿¸É¡¡�µÁ¿tµ��¿¡���UÓ¿�>�gµ¸\¿¡gµ�>¡¸¿Uµg>Á��y¿��Ug�Á�Ðg¸¿Á�>Á¿g�Á�Ug¿U��¸É�gµ¸¿Á�¿¸É¡¡�µÁ¿

��U>�¿Lɸ��g¸¸g¸¿�Ðgµ¿�>Á���>�¿U�>��¸¦¿���Á�gµ¿µg¸¡��_g�Á¿¸>Ñ¿�Á¿>¸¿>¿Lɸ��g¸¸�Á��Lɸ��g¸¸¿�¸¸Ég\¿gÒ¡�>����y¿

Á�>Á¿Ñ���g¿�g²¸¿>¿U���gµU�>�¿LÉÓgµ¿���¸g�t¿>�_¿�>�g¸¿_gU�¸���¸¿>¸¿¸ÉU�\¿É�Á��>Ág�Ó¿��¸¿_ÉÁÓ¿�¸¿Á�¿¸gµÐg¿��¸¿

UɸÁ��gµ¸¿Ñ��¿>µg¿>�¸�¿U���gµU�>�¿ t��_¿LÉÓgµ¸n>�_¿�g¿¸>�_¿Á�>Á¿�g¿¯Ñ�¸�g¸¿Á�>Á¿¸��g¿�t¿Á�g¿¸Á�µg¸¿Ñg¿

¸gµÐ�Ug¿É¸g_¿��U>�¿¡µ�_ÉUg\¿LÉÁ¿��¸Á¿_�¿��Á¦°

-gÐgµ>�¿µg¸¡��_g�Á¸¿Á���¿Á�g¿�¡¡�µÁÉ��ÁÓ¿Á�¿��>y��g¿>¿µgU��Úyɵg_¿t��_¿¸Ó¸Ág�¿t�µ¿��É�¸Ð���g¿��¿Ñ��U�¿��U>�¿

t��_¸\¿��U>�¿Lɸ��g¸¸g¸¿>�_¿��U>�¿��tµ>¸ÁµÉUÁɵg¿Ñgµg¿¡µ��µ�Á�×g_¿��µg¿�g>Ð��Ó¿Á�>�¿Á�gÓ¿>µg¿��¿Á�g¿Uɵµg�Á¿t��_¿

¸Ó¸Ág�¦¿"�g¿��Ág_¿Á�>Á¿¯ÁµÉ¸Á¿��¿Á�g¿t>µ�gµ¿�g�¡¸¿yµ�Ñ¿£��É�¸Ð���g¤¿Lɸ��g¸¸g¸¿¸��Ug¿�Á¿>���Ѹ¿gÐgµÓ��g¿Á�¿Lg¿

¡µ�É_¿�t¿Ñ�gµg¿Á�gÓ¿>µg¿tµ��°\¿_g¸Uµ�L��y¿�gÑ¿���_¸¿�t¿Lɸ��g¸¸¿µg�>Á���¸��¡¸¿Á�>Á¿U�É�_¿¸��tÁ¿Á�g¿UÉ�Áɵg¿�t¿

U���gµUg¿LgÁÑgg�¿t>µ�gµ¸¿>�_¿t��_¿Lɸ��g¸¸g¸¿��¿Á�g¿U�ÁÓ¦¿���Á�gµ¿��>y��g_¿¯�t¿Ñg¿�>_¿Á�g¿��Ðg¸Á�g�Á\¿Ñg¿

Ñ�É�_¿Lg¿>L�g¿Á�¿Uµg>Ág¿>¿_�¸Áµ�LÉÁ���¿¸Ó¸Ág�¿���g¿-Ó¸U�¿Ñ�Á�¿g�Á�µg�Ó¿ ��U>�¿ t��_¦°¿���Á�gµ¿µg¸¡��_g�Á¿Á���¿

Á�>Á¿Ð�¸���¿Á�¿Á�g¿�gÒÁ¿¸Ág¡\¿��>y����y¿Á�>Á¿Lɸ��g¸¸g¸¿>�_¿t>µ�gµ¸¿U�É�_¿¡�>�¿Á�ygÁ�gµ\¿Ñ�Á�¿¯U���É��U>Á���¸¿

Á�¿¸gÁ¿É¡¿¡�Ág�Á�>�¿Uµ�¡¸¿t�µ¿�gÒÁ¿Óg>µ¦°¿-Á���¿>��Á�gµ¿¸>Ñ¿>¿tÉÁɵg¿��¿Ñ��U�¿��U>�¿t��_¿¡ÉµU�>¸��y¿Ñ>¸¿_��g¿LÓ¿

��Uµg>¸��y¿�É�Lgµ¸¿�t¿�>µyg¿Lɸ��g¸¸g¸\¿>�_¿��Ág_¿Á�>Á¿��µg¿��U>�¿t��_¿Ñ�É�_¿Lg¿¸��_¿¯�t¿Á�g¿L�y¿_�¸Áµ�LÉÁ�µ¸¿

Ñgµg¿¡É¸���y¿�Á\°¿¡gµ�>¡¸¿Ñ�Á�¿¯��Ug�Á�Ðg¸°¿t�µ¿��U>�¿¡ÉµU�>¸��y¦

��¿Á������y¿>L�ÉÁ¿Á�g¿¸U>�g¿�t¿Á�g¿¡�Ág�Á�>�¿t�µ¿��U>�¿t��_¿��Ðg¸Á�g�Á¿Á�¿_µ�Ðg¿Lµ�>_gµ¿gU�����U¿_gÐg��¡�g�Á\¿

¸gÐgµ>�¿µg¸¡��_g�Á¸¿Ñgµg¿��Á¿¸Éµg¿£Á��Éy�¿Á�gÓ¿_�_¿µgg�¡�>¸�×g¿Á�g�µ¿�Ñ�¿��Ágµg¸Á¿��¿¡ÉµU�>¸��y¿tµ��¿��U>�¿

Ðg�_�µ¸¤¦¿"�g¿LÉÓgµ¿��Ág_¿Á�>Á¿¸�g¿¸>Ñ¿����Á¸¿Á�¿Á�g¿���_¿>�_¿µ>�yg¿�t¿¡µ�_ÉUÁ¸¿¡µ�_ÉUg_¿��U>��Ó¿Á�>Á¿�>Ðg¿

µg>�¿¡�Ág�Á�>�¿Á�¿�>Ðg¿gU�����U¿��¡>UÁ\¿>�_¿>��Á�gµ¿µg¸¡��_g�Á¿¸¡gU�Úg_¿Á�>Á¿Á�g¿¡�Ág�Á�>�¿��y�Á¿Lg¿¯����Ág_¿

LgU>ɸg¿�t¿yµ�Ñ��y¿¸g>¸��¦¿�µ��¿>¿¡µ�_ÉUg¿¸Á>�_¡���Á¿£�¿>�¤¿��Á¿¸Éµg¿�t¿Á�g¿��U>�¿t��_¿��Ðg�g�Á¿U�É�_¿yµ�Ñ¿

�ÉU�¿��µg¦¿->�g¸¿�t¿U�gg¸g¸¿>�_¿��Ðg¸Á�U�¿U�É�_¿¡µ�L>L�Ó¿U��Á��Ég¿Á�¿yµ�Ñ\°¿LÉÁ¿�Á²¸¿¯�>µ_¿Á�¿¸>Ó¿Ñ�>Á¿Á�g¿

“I see how the farmers’ markets in the area are

prosepering... this could expand into a broader

economic development stategy.”

Data Analysis

Page 35: Seed Capital Kentucky Demand Study

35

��¡>UÁ¿U�É�_¿É�Á��>Ág�Ó¿Lg¦°¿���Á�gµ¿LÉÓgµ¿Á��Éy�Á¿>L�ÉÁ¿ �Á¿ �g¸¸¿ ��¿Ágµ�¸¿�t¿¸g>¸��>��ÁÓ¿�µ¿¸¡gU�ÚU¿¡µ�_ÉUÁ¿

¡�Ág�Á�>�¿>�_¿��µg¿��¿Ágµ�¸¿�t¿Á�g¿¸U>�g�>L���ÁÓ¿�t¿��U>�¿t��_¿Á�¿�ggÁ¿�>µyg¿¸U>�g¿t��_¿LÉÓgµ¸²¿_g�>�_¸\¿¸>Ó��y¿

Á�>Á¿�g¿���g¸¿Á�¿¯Á����¿��U>�\¿Á����¿�9¿*µ�É_°\¿LÉÁ¿Á�>Á¿Ñ�Á�¿¸�¿�>�Ó¿LÉÓgµ¸¿t�Uɸg_¿��¿¡µ�Ug¿>�_¿U��¸�¸Ág�UÓ\¿�g¿

Ñ��_gµ¸¿Ñ�gÁ�gµ¿��U>�¿t��_¿Ñ���¿gÒ¡>�_¿t>µ¿LgÓ��_¿Á�g¿¯>�Ágµ�>Á�Ðg¿¸Ug�g¦°

�ɸÁ¿�ÿµg¸¡��_g�Á¸¿>�¸Ñgµg_¿Á��¸¿ªÉg¸Á���¿��¿����¡�¸�Á�Ðg¿Ñ>Ó¸\¿��U�É_��y¿�Ù¿Ñ��¿g�Á�gµ¿µg¸¡��_g_¿Á�>Á¿Á�gÓ¿

_�_¿��Á¿���Ñ¿�µ¿¡µgtgµµg_¿��Á¿Á�¿U���g�Á¦¿"t¿Á�g¿µg�>����y¿Á�µgg\¿��g¿¸Á>Ág_¿Á�>Á¿�g¿_�_¿��Á¿Á����¿�Á¿Ñ�É�_¿

>ttgUÁ¿Á�g¿�Ðgµ>��¿gU����Ó¿�t¿Á�g¿U�ÁÓ\¿>��Á�gµ¿��Ág_¿¸��¡�Ó¿Á�>Á¿��¸¿UɸÁ��gµ¸¿¯_��²Á¿U>µg¿>L�ÉÁ¿��U>�°\¿>�_¿>¿

Á��µ_¿tg�Á¿��Ðg¸Á�g�Á¿��¿��U>�¿t��_¿Ñ>¸¿>¿¯¡µgU>µ��ɸ¿¡µ�¡�¸�Á���\°¿¸¡gU�tÓ��y¿Á�>Á¿>�Ó¿t��_�µg�>Ág_¿��Ðg¸Á�g�Á¿

t�Uɸ¿¸��É�_¿Lg¿��¸Ág>_¿��¿��¡µ�Ð��y¿¡ÉL��U¿¸U����¿�g>�¸¦

"Á�gµ¿µg¸¡��_g�Á¸¿>�¸Ñgµg_¿Ñ�Á�¿yµg>Á¿UgµÁ>��ÁÓ¿>�_\¿>Á¿Á��g¸\¿yµg>Á¿_gÁ>��¦¿"�g¿tg�Á¿Á�>Á¿Á�g¿̄ �>µyg¸Á¿��¡>UÁ¿Ñ�É�_¿

Lg¿Ñ�Á�¿_���y¿Ð>�Ég¿>__g_¿¡µ�_ÉUÁ¸\°¿LÉÁ¿��Ág_¿��Ñ¿g¸¸g�Á�>�¿�Á¿�¸¿Á�¿�>Ðg¿¸ÉtÚU�g�Á¿¡µ�Ug¸¸��y¿��tµ>¸ÁµÉUÁɵg¿

��¿¡�>Ug¿Á�¿g�¸Éµg¿Á�>Á¿¡µ�_ÉUÁ¿Á�>Á¿�¸¿yµ�Ñ�¿��U>��Ó¿>�_¿¸��_¿��U>��Ó¿�¸¿>�¸�¿¡µ�Ug¸¸g_¿��U>��Ó[¿¯>ÁÁ�g¿t>µ�gµ¸¿

�gµg¿¸��¡¿U�Ѹ¿£Á�¤¿/gÒ>¸¿t�µ¿¡µ�Ug¸¸��y¿>�_¿Á�g�¿£Á�gÓ²µg¤¿¸g�Á¿L>U�¿Á�¿�g�ÁÉU�Ó\°¿�g¿gÒ¡�>��g_¦¿/�g¿U�ÁÓ¿>�_¿

Á�g¿µgy���¿¯�gg_¿LgÁÁgµ¿��tµ>¸ÁµÉUÁɵg¿��¿�µ_gµ¿Á�¿�>�g¿Á�g¿��Ðg�g�Á¿¸É¸Á>��>L�g¦°¿/Ñ�¿µg¸¡��_g�Á¸¿tg�Á¿Á�g¿

gU�����U¿��¡>UÁ¿�t¿��U>�¿t��_¿¸Ó¸Ág�¿��Ðg¸Á�g�Á¿U�É�_¿Lg¿¯�Éyg\°¿>��Á�gµ¿¡µg_�UÁg_¿Á�>Á¿¯�Á¿U�É�_¿Lg¿�>��µ\°¿

>�_¿¸Á���¿>��Á�gµ¿¡µ�Ð�_g_¿>�¿gÒ>�¡�g[¿¯�t¿Ñg¿U�É�_¿LÉÓ¿�9¿U��U�g�\¿Lggt\¿U�gg¸g\¿gÁU¦¿Ñg¿Ñ�É�_\¿>¸¿���y¿>¸¿

£�ɵ¤¿¸¡gU¸¿Ñgµg¿�gÁ¦¿"ɵ¿��ÁÁ�g¿ÃÇ¿��U>Á���¿µg¸Á>ɵ>�Á¿U�É�_¿�>Ðg¿>¿e�Ç\ÙÙÙ\ÙÙÙ¿¡ÉµU�>¸��y¿��¡>UÁ¿��¿Á�g¿

local economy translating to $30-35,000,000 at retail.” Another respondent stated that “as demand increases

t�µ¿��U>��Ó¿yµ�Ñ�¿>�_¿¡µ�Ug¸¸g_¿t��_¸\¿Ñg¿tgg�¿Á�>Á¿Û�Ñ¿Á�µ�Éy�¿Á�¿�Á�gµ¿>µg>¸¿�t¿¡µ�_ÉUÁ���\¿_�¸Áµ�LÉÁ���¿>�_¿

gÐg�¿t>µ���y¿m¿£>�_¿Á��¸g¿¸gUÁ�µ¸¤¿Ñ���¿Lg¿gÒ¡>�_g_¿gÒ¡��g�Á�>��Ó¦°¿

"�g¿ µg¸¡��_g�Á¿ >�¸Ñgµg_¿ Á�g¿ ªÉg¸Á���¿Ñ�Á�¿ >¿ ªÉg¸Á���[¿ ¯�Á²¸¿ ���Ó¿ >¿�>ÁÁgµ¿ �t¿ Á��g¿ Lgt�µg¿ £��U>�¿ t��_¤¿ �¸¿

�>��¸Áµg>�¦¿-�¿Ñ�Ó¿��Á¿¸Á>µÁ¿��Ñ«°

Data Analysis

Page 36: Seed Capital Kentucky Demand Study

36

,g¶ ��_g�¿½*³�Ö�g

�¸¿�g�Á���g_¿��¿Á�g¿�gÁ��_���yÓ¿̧ gUÁ���¿�t¿Á��¸¿µg¡�µÁ\¿wÇ�¿U��¸É�gµ¸¿Ñgµg¿̧ ɵÐgÓg_¿>¸¿¡>µÁ¿�t¿

Á��¸¿¸ÁÉ_Ó¦¿�UU�µ_��y¿Á�¿Á�g¿6��Ug¿�t¿��É�¸Ð���g¿£6"�¤\¿Á�g¿U��¡>�Ó¿��¡�g�g�Á��y¿Á�g¿U��¸É�gµ¿

¸ÉµÐgÓ\¿Á�g¿_g��yµ>¡��U¸¿�t¿Á�g¿¸ÉµÐgÓg_¿¸>�¡�g¿>��y�g_¿U��¸g�Ó¿Ñ�Á�¿Lµ�>_gµ¿_g��yµ>¡��U¿

Lµg>�_�Ñ�¿�t¿Á�g¿¡�¡É�>Á���\¿>�_¿Á�g¿µg¸É�Á¸¿>µg¿Ñ�Á���¿¸>�¡���y¿gµµ�µ¿t�µ¿gÐgµÓÁ���y¿gÒUg¡Á¿

Á��¸g¿Ñ��¿���Ó¿U��¡�gÁg_¿��y�¿¸U����ñ>�_¿Á��¸g¿Ñ��¿U��¡�gÁg_¿U���gyg¦ñ��¿Á��¸g¿U>¸g¸\¿6"�¿

��Ág_¿Á�>Á¿Á�g¿��¡>UÁ¿�t¿Á��¸¿��U��¸�¸Ág�UÓ¿Ñ�É�_¿Lg¿�����>�\¿µg¸É�Á��y¿��¿�g¸¸¿Á�>�¿>¿¡gµUg�Á>yg¿

point different in results.

*>µÁ�U�¡>�Á¸¿ Ñgµg¿ >¸�g_¿ Ñ�gÁ�gµ¿ Á�gÓ¿ ���Ñ��y�Ó¿ ¡ÉµU�>¸g¿ ��U>�¿ t��_¸¦¿ ��µ¿ Á�g¿ ¡Éµ¡�¸g¿

�t¿ >�>�Ó¸�¸\¿ Á�gÓ¿Ñgµg¿ _�Ð�_g_¿ ��Á�¿ Á��¸g¿Ñ��¿_�¿LÉÓ¿ ��U>�¿ t��_¿ >�_¿ Á��¸g¿Ñ��¿_��²Á¿ LÉÓ¿

��U>�¿ t��_¿ L>¸g_¿ ��¿ Á�g¿ µg¸¡��¸g¿ Á�¿ Á��¸¿ ªÉg¸Á���¦¿ /��¸g¿Ñ��¿ µg¸¡��_g_¿ ¯frequently” or

“sometimes”¿Ñgµg¿U�>¸¸�Úg_¿>¸¿��U>�¿t��_¿LÉÓgµ¸¿>�_¿Á��¸g¿Ñ��¿µg¸¡��_g_¿¯rarely” or “never”

Ñgµg¿U�>¸¸�Úg_¿>¸¿������U>�¿t��_¿LÉÓgµ¸¦¿/�g¿¸gy�g�Á>Á���¿�¸¿¸É��>µ�×g_¿��¿Á�g¿Á>L�g¿Lg��Ѧ¿

Buys Local Food Does Not Buy Local Food Total

Number % Number % Number %

302 71.8% 119 28.2% 421 100.0%

��¸É�gµ¸¿ Ñgµg¿ tɵÁ�gµ¿ ¸gy�g�Ág_¿ LÓ¿ _g��yµ>¡��U¸\¿ ��¸Á¿ �tÁg�¿ LÓ¿ >��É>�¿ ��ɸg���_¿

income and age. Of the 421 respondents, 370 shared their annual household income and 420

¸�>µg_¿Á�g�µ¿>yg¦¿/�g¿¡�¡É�>Á���¿�t¿��U>�¿>�_¿������U>�¿t��_¿LÉÓgµ¸¿Ñ�Á�¿g>U�¿�t¿Á�g¸g¿yµ�É¡¸¿

�¸¿_gÁ>��g_¿��¿Á�g¿t����Ñ��y¿ÁÑ�¿Á>L�g¸¦

Consumer Survey

Page 37: Seed Capital Kentucky Demand Study

37

Annual

Household

Income

Buys Local Food Does Not Buy Local Food Total

Number % Number % Number %

Less than $50,000

151 70.6% 63 29.4% 214 100.0%

$50,000-$74,999

50 72.5% 19 27.5% 69 100.0%

$75,000 and greater

67 77.0% 20 23.0% 87 100.0%

All 268 72.4% 102 27.6% 370 100.0%

Age Buys Local Food Does Not Buy Local Food Total

É�Lgµ æ É�Lgµ æ É�Lgµ æ

�l�Ãw �à ½l¦�æ 42 Ã�¦�æ 135 �ÙÙ¦Ùæ

35-54 61 ½l¦uæ Çl Ã�¦uæ l� �ÙÙ¦Ùæ

uu¨ �wl ¼u¦uæ wl Çw¦uæ ��½ �ÙÙ¦Ùæ

All 302 ¼�¦�æ ��l Çl¦�æ 420 �ÙÙ¦Ùæ

/�g¿_>Á>¿y>Á�gµg_¿��¿U��¸É�gµ¿¸ÉµÐgÓ¸¿�>¸¿Lgg�¿�µy>��×g_¿Á�¿>�¸Ñgµ¿Á�g¿t����Ñ��y¿Á�µgg¿Lµ�>_¿ªÉg¸Á���¸[

1. ��Ñ¿>�_¿Ñ�>Á¿>µg¿U��¸É�gµ¸¿LÉÓ��y¿��Ñ«

2. ��Ñ¿_�¿U��¸É�gµ¸¿�>�g¿¡ÉµU�>¸��y¿_gU�¸���¸«

3. 7�>Á¿>µg¿Á�g¿�¡¡�µÁÉ��Á�g¸¿Á�¿�ggÁ¿�µ¿��Uµg>¸g¿��U>�¿t��_¿_g�>�_«

Question #1: How and what are consumers buying now?

/�g¿U��¸É�gµ¸¿ ¸ÉµÐgÓg_¿Ñgµg¿>¸�g_¿ Á�¿ ��_�U>Ág¿ Á�g¿ ÁÓ¡g¸¿�t¿�ÉÁ�gÁ¸¿Ñ�gµg¿ Á�gÓ¿¡ÉµU�>¸g_¿ t��_¿ t�µ¿ Á�g�µ¿

��ɸg���_¿��¿Á�g¿¡>¸Á¿Óg>µ¦¿ g>µ�Ó¿>��¿µg¸¡��_g�Á¸\¿�µ¿��¦Ãæ\¿�>_¿L�Éy�Á¿t��_¿tµ��¿yµ�UgµÓ¿¸Á�µg¸\¿��U�É_��y¿

¸É¡gµ�>µ�gÁ¸¿̧ ÉU�¿>¸¿�µ�ygµ\¿_�¸U�É�Á¿̧ Á�µg¸¿̧ ÉU�¿>¸¿7>��>µÁ¿>�_¿Ñ>µg��ɸg¿U�ÉL¸¿̧ ÉU�¿>¸¿�¸ÁU�¦¿��¿>__�Á���¿

Á�¿�LÁ>����y¿t��_¿>Á¿yµ�UgµÓ¿̧ Á�µg¸\¿w�¦½æ¿�>_¿¡ÉµU�>¸g_¿t��_¿tµ��¿t>µ�gµ¸²¿�>µ�gÁ¸\¿wl¦�æ¿tµ��¿U��Ðg��g�Ug¿

>�_¿U�µ�gµ¿¸Á�µg¸¿>�_¿wl¦Ùæ¿tµ��¿��_g¡g�_g�Á\¿��U>�¿t��_¿¸Á�µg¸¿¸ÉU�¿>¸¿L>�gµ�g¸¿�µ¿LÉÁU�gµ¿¸��¡¸¦¿/�g¿U�>µÁ¿

Lg��Ñ¿_�¸¡�>Ó¸¿ Á�g¿¡gµUg�Á¿�t¿ µg¸¡��_g�Á¸¿Ñ��¿¸��¡¡g_¿>Á¿g>U�¿ ÁÓ¡g¿�t¿�ÉÁ�gÁ¿ >Uµ�¸¸¿��ɸg���_¿ ��U��g¿

L>�_¸¦¿/��¸g¿Ñ�Á�¿>��É>�¿��ɸg���_¿��U��g¸¿yµg>Ágµ¿Á�>�¿e¼u\ÙÙÙ¿Ñgµg¿��µg¿���g�Ó¿Á�¿µg¡�µÁ¿¸��¡¡��y¿>Á¿

independent, local stores or farmers’ markets.

9�É�ygµ¿U��¸É�gµ¸\¿¸¡gU�ÚU>��Ó¿Á��¸g¿LgÁÑgg�¿�l¿>�_¿Ãw¿Óg>µ¸¿�t¿>yg\¿Ñgµg¿��µg¿���g�Ó¿Á�¿�>�g¿¡ÉµU�>¸g¸¿>Á¿

��U>�\¿��_g¡g�_g�Á¿̧ Á�µg¸\¿Ñ�Á�¿uu¦½æ¿�t¿Á�g�¿¡ÉµU�>¸��y¿t��_¿��¿Á��¸¿ÁÓ¡g¿�t¿g¸Á>L��¸��g�Á¦¿"�_gµ¿¡>µÁ�U�¡>�Á¸\¿

Consumer Survey

Page 38: Seed Capital Kentucky Demand Study

38

¸¡gU�ÚU>��Ó¿Á��¸g¿uu¿Óg>µ¸¿�t¿>yg¿>�_¿��_gµ\¿Ñgµg¿��µg¿���g�Ó¿Á�¿�>Ðg¿L�Éy�Á¿t��_¿tµ��¿t>µ�gµ¸²¿�>µ�gÁ¸\¿Ñ�Á�¿

uw¦½æ¿>�¸Ñgµ��y¿Óg¸¿Á�¿Á�>Á¿ªÉg¸Á���¦¿

,g¸¡��_g�Á¸¿��_�U>Ág_¿̧ ¡g�_��y¿>�¿>Ðgµ>yg¿�t¿eÃwu¦w�¿¡gµ¿���Á�¿��¿t��_¿t�µ¿Á�g¿��ɸg���_\¿>�_¿>�¿>__�Á���>�¿

$156.65 per month on food consumed outside the home, for a total of $502.14 spent on food each month.

1�¸Éµ¡µ�¸��y�Ó\¿Á�g¿>��É�Á¿¸¡g�Á¿��¿t��_¿��Uµg>¸g_¿Ñ�Á�¿��ɸg���_¿¸�×g\¿Ñ�Á�¿>Ðgµ>yg¿��ɸg���_¿t��_¿¸¡g�_¿

��Uµg>¸��y¿ tµ��¿eÇ�Ǧ½Ç¿ t�µ¿>¿��g�¡gµ¸��¿��ɸg���_¿Á�¿euÙ½¦Çu¿ t�µ¿>¿��ɸg���_¿Ñ�Á�¿ t�ɵ¿�µ¿��µg¿¡g�¡�g¿

>�_¿ t��_¿ ¡ÉµU�>¸g¸¿ �ÉÁ¸�_g¿ Á�g¿ ���g¿ ��Uµg>¸��y¿ tµ��¿ ell¦wu¿ t�µ¿ >¿ ��g�¡gµ¸��¿ ��ɸg���_¿ Á�¿ e��w¦uÿ t�µ¿

>¿��ɸg���_¿Ñ�Á�¿ t�ɵ¿�µ¿��µg¿¡g�¡�g¦¿/�gµg¿Ñgµg¿>�¸�¿��Á>L�g¿_�ttgµg�Ug¸¿ ��¿���Á��Ó¿ t��_¿¸¡g�_¿>���y¿

_�ttgµg�Á¿��U��g¿L>�_¸¦¿/�g¿U�>µÁ¿Lg��Ñ¿���ɸÁµ>Ág¸¿Á�g¿>Ðgµ>yg¿¸¡g�_¿��¿t��_\¿L�Á�¿t�µ¿Á�g¿��ɸg���_¿>�_¿t�µ¿

gÒÁgµ�>�¿U��¸É�¡Á���\¿LÓ¿��ɸg���_¿��U��g¿L>�_¦¿��ɸg���_¸¿Ñ�Á�¿>��É>�¿��U��g¿gÒUgg_��y¿e¼u\ÙÙÙ¿¸¡g�Á¿

Á�g¿��¸Á\¿>�¿>Ðgµ>yg¿�t¿e½�Ù¦ÙÙ¿��¿t��_¿g>U�¿���Á�¦

$345

$329

$352

$447

$466

$442

$372

$333

$387

$295

$284

$300

$157

$143

$162

$243

$225

$248

$179

$171

$183

$114

$109

$116

$- $100 $200 $300 $400 $500 $600 $700

All

Does not purchase local food

Purchases local food

All

Does not purchase local food

Purchases local food

All

Does not purchase local food

Purchases local food

All

Does not purchase local food

Purchases local food

Average monthly spend on food

Average Monthly Spend on Food by Income Band: Respondents Who Do and Don't Buy Local

Average monthly spend on food at home Average monthly spend on food outside

Less than $50,000

$50,000 - $74,999

$75,000 and above

All income bands

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Grocery stores Independent food stores

Convenience stores

Farmers' markets

Perc

ent o

f res

pond

ents

Type of Store

Where Respondents Shop by Annual Household Income

Less than $50,000 $50,000 - $74,999 $75,000 and above

Consumer Survey

Page 39: Seed Capital Kentucky Demand Study

39

7�g�¿ >¸�g_¿ ¸¡gU�ÚU>��Ó¿ >L�ÉÁ¿ ��U>�¿ t��_\¿ ¼�¦læ¿ �t¿ U��¸É�gµ¸¿

surveyed indicated that they frequently or sometimes purchase local

t��_¸¦¿����y¿Á��¸g¿µg¸¡��_g�Á¸¿Ñ��¿¡ÉµU�>¸g_¿��U>�¿t��_¸\¿>Ðgµ>yg¿

���Á��Ó¿ ¸¡g�_¿ ��¿ >��¿ t��_¿ Ñ>¸¿ �g>µ�Ó¿ ewÙ¦ÙÙ¿ yµg>Ágµ¿ Á�>�¿ Á��¸g¿

Ñ��¿_�_¿ ��Á¿ ¡ÉµU�>¸g¿ ��U>�¿ t��_¦¿/�g¿ U�>µÁ¿ >L�Ðg¿¡µ�Ð�_g¸¿ tɵÁ�gµ¿

��t�µ�>Á���¿ ��¿ Á�g¿ >Ðgµ>yg¿ t��_¿ ¸¡g�_¿ ¸gy�g�Ág_¿ LÓ¿ µg¸¡��_g�Á¸¿

Ñ��¿_�_¿>�_¿_�_¿��Á¿��_�U>Ág¿¡ÉµU�>¸��y¿��U>�¿t��_¦¿

����y¿Á��¸g¿U��¸É�gµ¸¿Ñ��¿ ��_�U>Ág_¿Á�>Á¿Á�gÓ¿_�¿¡ÉµU�>¸g¿ ��U>�¿

t��_\¿Á��¸g¿��¿Á�g¿��y�g¸Á¿��U��g¿yµ�É¡¿¸¡g�Á¿¸�y��ÚU>�Á�Ó¿��µg¿Á�>�¿

other respondents. Those consumers spent on average, $120.63 on

local foods each month, compared to an average of approximately

elǦÙÙ¿t�µ¿Á��¸g¿µg¸¡��_g�Á¸¿Ñ�Á�¿>��É>�¿��ɸg���_¿��U��g¿�g¸¸¿Á�>�¿e¼u\ÙÙÙ¦¿

/�gµg¿Ñgµg¿>¿tgÑ¿_�ttgµg�Ug¸¿��¿Á�g¿¡µ�Ú�g¿�t¿µg¸¡��_g�Á¸¿Ñ��¿��_�U>Ág_¿Á�>Á¿Á�gÓ¿¡ÉµU�>¸g_¿��U>�¿t��_¸¿U��¡>µg_¿

Á�¿Á�g¿g�Á�µg¿¸ÉµÐgÓg_¿¡�¡É�>Á���¦¿��¸É�gµ¸¿Ñ��¿¡ÉµU�>¸g¿��U>�¿t��_¸¿Ñgµg¿��µg¿���g�Ó¿Á�¿¸��¡¿>Á¿t>µ�gµ¸²¿

�>µ�gÁ¸¿Ñ�Á�¿½�¦½æ¿�t¿Á�g�¿LÉÓ��y¿t��_¿Á�gµg\¿U��¡>µg_¿Á�¿��¦Ãæ¿�t¿Á��¸g¿Ñ��¿_��²Á¿LÉÓ¿��U>�¦¿��_g¡g�_g�Á¿

��U>�¿¸Á�µg¸¿Ñgµg¿��µg¿tµgªÉg�Á�Ó¿Ð�¸�Ág_¿LÓ¿��U>�¿t��_¿¡ÉµU�>¸gµ¸¿>¸¿Ñg��\¿Ñ�Á�¿uæÙæ¿�t¿Á�g�¿¸��¡¡��y¿�gµg\¿

U��¡>µg_¿ Á�¿Ãu¦Ãæ¿�t¿ Á��¸g¿Ñ��¿_��²Á¿¡ÉµU�>¸g¿ ��U>�¦¿/��¸¿ µg¸¡��¸g¿>�¸�¿_�Ð�_g_¿>���y¿ Á�g¿ ���g¸¿�t¿ >��É>�¿

��ɸg���_¿��U��g»¿µg¸¡��_g�Á¸¿��¿Á�g¿��y�g¸Á¿��U��g¿yµ�É¡¿µg¡µg¸g�Ág_¿Çu¦Ùæ¿�t¿Á��¸g¿Ñ��¿¡ÉµU�>¸g¿��U>�¿

t��_¸\¿LÉÁ¿���Ó¿ÇÙ¦¼æ¿�t¿>��¿µg¸¡��_g�Á¸¦¿��¿>__�Á���\¿µg¸¡��_g�Á¸¿>yg_¿uu¿Óg>µ¸¿>�_¿��_gµ¿>¡¡g>µg_¿��µg¿���g�Ó¿

Á�¿LÉÓ¿��U>�¿t��_\¿µg¡µg¸g�Á��y¿w�¦Ùæ¿�t¿Á��¸g¿Ñ��¿¡ÉµU�>¸g¿��U>�¿t��_¸\¿U��¡>µg_¿Á�¿w½¦½æ¿�t¿>��¿µg¸¡��_g�Á¸¦¿

Almost 72% of consumers surveyed

indicated that they frequently or

sometimes purchase local food.

Less than $50,000

$50,000 - $74,999

$75,000 and above

Respondents Who Knowingly Purchase Local Food by Income Band

18-34 years

35-54 years

55+ years

Respondents Who Knowingly Purchase Local Food by Age

Consumer Survey

Page 40: Seed Capital Kentucky Demand Study

40

Question #2: How do consumers make purchasing decisions?

Purchasing Criteria

��¸É�gµ¸¿Ñgµg¿>¸�g_¿Á�¿�_g�Á�tÓ\¿L>¸g_¿��¿Á�g¿��¸Á¿Lg��Ñ\¿Ñ��U�¿Uµ�Ágµ�>¿Ñgµg¿��¸Á¿��¡�µÁ>�Á¿��¿Á�g�µ¿t��_¿

purchases:

T¿ *µ�Ug¿£��Ñ¿�ÉU�¿�Á¿U�¸Á¸¤

T¿ ��>Ð�µ¿£��Ñ¿�Á¿Á>¸Ág¸¿U��¡>µg_¿Á�¿�Á�gµ¿¸����>µ¿¡µ�_ÉUÁ¸¤¿ ¿

T¿ ��Ðg��g�Ug¿£g>¸g¿�t¿¡ÉµU�>¸g¿>�_¿¡µg¡>µ>Á���¤¿ ¿ ¿

T¿ +É>��ÁÓ¿£L>¸g_¿��¿Ñ�>Á¿µg¸¡��_g�Á¿���Ѹ¿>L�ÉÁ¿Á�g¿t��_¿�µ¿Á�g¿Lµ>�_¤

/�g¿ �>µyg¸Á¿�É�Lgµ¿�t¿µg¸¡��_g�Á¸¿µ>Ág_¿ªÉ>��ÁÓ¿>¸¿��¸Á¿ ��¡�µÁ>�Á\¿

Ñ�Á�¿w½¦læ¿�t¿Á�g�¿¸g�gUÁ��y¿�Á¿>¸¿Á�g¿Á�¡¿¡µ��µ�ÁÓ¦¿/��¸¿Ñ>¸¿t����Ñg_¿

LÓ¿¡µ�Ug\¿¸g�gUÁg_¿LÓ¿Çl¦Ãæ¿�t¿µg¸¡��_g�Á¸¦¿,g¸¡��_g�Á¸¿Ñ�Á�¿>��É>�¿

��ɸg���_¿ ��U��g¸¿ �g¸¸¿ Á�>�¿ euÙ\ÙÙÙ¿ ��_�U>Ág_¿ Á�>Á¿ ¡µ�Ug¿Ñ>¸¿ >¸¿

��¡�µÁ>�Á¿>¸¿ªÉ>��ÁÓ\¿Ñ�Á�¿Ã½¦�濸g�gUÁ��y¿¡µ�Ug¿>¸¿Á�g¿��¸Á¿��¡�µÁ>�Á¿

t>UÁ�µ\¿ >�_¿Ã½¦w濸g�gUÁ��y¿ªÉ>��ÁÓ¦¿"�¿ Á�g¿�Á�gµ¿�>�_\¿ µg¸¡��_g�Á¸¿

Ñ�Á�¿>��É>�¿��ɸg���_¿��U��g¸¿�t¿e¼u\ÙÙÙ¿�µ¿yµg>Ágµ¿�ÐgµÑ�g����y�Ó¿

��_�U>Ág_¿Á�>Á¿ªÉ>��ÁÓ¿U��g¸¿Úµ¸Á\¿Ñ�Á�¿¼�¦Ã濵g¸¡��_��y¿Á��¸¿Ñ>Ó¦

����y¿U��¸É�gµ¸¿Ñ��¿��_�U>Ág_¿¡ÉµU�>¸��y¿��U>�¿t��_¿U��¡>µg_¿Á�¿

Á��¸g¿Á�>Á¿_�_¿��Á\¿Á�gµg¿Ñgµg¿¸��g¿_�ttgµg�Ug¸¿ ��¿¡µ��µ�Á�g¸\¿>¸¿ ���ɸÁµ>Ág_¿ �� Á�g¿U�>µÁ¿Lg��Ѧ¿��µ¿ ��¸Á>�Ug\¿

uÙ¦Ãæ¿�t¿µg¸¡��_g�Á¸¿Ñ��¿��_�U>Ág_¿Á�>Á¿Á�gÓ¿¡ÉµU�>¸g¿��U>�¿t��_¿µ>��¿ªÉ>��ÁÓ¿>¸¿Á�g�µ¿¡µ��>µÓ¿U��Ugµ�\¿Ñ���g¿

Á�>Á¿_µ�¡¸¿Á�¿Ã¼¦læ¿>���y¿Á��¸g¿Ñ��¿_�¿��Á¿LÉÓ¿��U>�¦¿"�¿Á�g¿�Á�gµ¿�>�_\¿U��Ðg��g�Ug¿Ñ>¸¿��µg¿��¡�µÁ>�Á¿

Á�¿µg¸¡��_g�Á¸¿Ñ��¿_��²Á¿LÉÓ¿��U>�\¿Ñ�Á�¿�æwæ¿�t¿Á�g�¿¸g�gUÁ��y¿�Á¿>¸¿Á�g¿Úµ¸Á¿¡µ��µ�ÁÓ\¿U��¡>µg_¿Á�¿���Ó¿½¦Ãæ¿

>���y¿U��¸É�gµ¸¿Ñ��¿_�¿LÉÓ¿��U>�¦¿

“Local food is homegrown, freshly

grown and not imported... and it’s

better for you.”

27% 31% 28%

16% 18%

17%

6%

13% 8%

50% 38%

47%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Purchases local food Does not purchase local food

All

Perc

ent o

f res

pond

ents

Most Important Food Purchasing Criteria: Respondents Who Do and Don't Buy Local

Price Taste Convenience Quality

Consumer Survey

Page 41: Seed Capital Kentucky Demand Study

41

Perceptions of Local Food

/�gµg¿Ñgµg¿yg�gµ>��Ó¿¡�¸�Á�Ðg¿¡gµUg¡Á���¸¿�t¿��U>�¿t��_¿>Uµ�¸¸¿Á�g¿g�Á�µg¿É��Ðgµ¸g¿�t¿U��¸É�gµ¿µg¸¡��_g�Á¸\¿

Ñ�Á�¿�u¦Çæ¿�t¿µg¸¡��_g�Á¸¿>yµgg��y¿Ñ�Á�¿Á�g¿¸Á>Ág�g�Á\¿¯/�g¿ªÉ>��ÁÓ¿�t¿��U>�¿t��_¸¿�¸¿¡µ�L>L�Ó¿�ɸÁ¿>¸¿y��_¿

�µ¿LgÁÁgµ¿Á�>�¿�>Á���>�¿Lµ>�_¸¦° -����>µ�Ó\¿�½¦¼æ¿>yµgg_¿Ñ�Á�¿Á�g¿¸Á>Ág�g�Á\¿¯��U>�¿t��_¸¿>µg¿¡µ�L>L�Ó¿��µg¿

Û>Ð�µtÉ�¿Á�>�¿t��_¸¿tµ��¿t>µ¿>Ñ>Ó¦°¿7���g¿>¿�>��µ�ÁÓ¿�t¿U��¸É�gµ¸¿>yµgg_¿Ñ�Á�¿Á�g¿¸Á>Ág�g�Á\¿¯��U>�¿t��_¸¿

¡µ�L>L�Ó¿U�¸Á¿��µg¿Á�>�¿�>Á���>�¿Lµ>�_¸° £½�¦wæ¤\¿>¿yµg>Ágµ¿̧ �>µg¿�t¿������U>�¿t��_¿¡ÉµU�>¸gµ¸¿£¼½¦u椿>yµgg_¿

Ñ�Á�¿Á��¸¿¸Á>Ág�g�Á¿U��¡>µg_¿Á�¿��U>�¿t��_¿¡ÉµU�>¸gµ¸¿£½½¦½æ¤¦¿��¸Á¿µg¸¡��_g�Á¸¿>¸¸�U�>Ág_¿��U>�¿t��_¸¿Ñ�Á�¿

higher prices.

��U>�¿t��_¿Ñ>¸¿>�¸�¿>¸¸�U�>Ág_¿Ñ�Á�¿tµg¸��g¸¸¿>�_¿�g>�Á�tÉ��g¸¸\¿>¿Á�g�g¿Á�>Á¿Ñ>¸¿gÐ�_g�Á¿_ɵ��y¿Á�g¿�w¿���

_g¡Á�¿U��¸É�gµ¿��ÁgµÐ�gѸ¿U��_ÉUÁg_¿>¸¿¡>µÁ¿�t¿Á��¸¿¸ÁÉ_Ó¦¿��ÁgµÐ�gÑgg¸¿¸�>µg_¿Á�g¿t����Ñ��y¿Á��Éy�Á¸[

“…Local food is homegrown, freshly grown and not imported…and it’s better for you.”

�¿Ã¼¿Óg>µ¿��_¿Ñ��>�¿��¿>¿ÚÐg�¡gµ¸��¿��ɸg���_¿µgUg�Ð��y¿- �*¿>�_¿7�\¿Ñ��¿¸��gÁ��g¸¿

shops at farmers’ markets

¿ m̄�Á²¸¿tµg¸�gµ\¿�>¸Á¸¿���ygµ¦¿�¿_��²Á¿Á�µ�Ñ¿>¸¿�ÉU�¿>Ñ>Ó¦°

- 51 year old woman, lives alone, subscribes to Grasshoppers local food grocery program, and spends approximately $50 per week on food

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Flavor is not as good

Costs more than other

food

Quality as good or better

than other food

More flavorful

Perc

ent o

f res

pond

ents

agr

eein

g

Local Food Perceptions: Respondents Who Do and Don't Buy Local

Purchases local food Does not purchase local food All

Consumer Survey

Page 42: Seed Capital Kentucky Demand Study

42

Question #3: What are the opportunities to meet or increase local food demand?

>¸g_¿��¿Á�g¿µg¸¡��¸g¸¿tµ��¿U��¸É�gµ¸\¿Á�gµg¿>¡¡g>µ¸¿Á�¿Lg¿¸�y��ÚU>�Á¿�¡¡�µÁÉ��ÁÓ¿Á�¿gÒ¡>�_¿�ttgµ��y¸¿

�t¿��U>�¿t��_¦¿�¿�>��µ�ÁÓ¿�t¿µg¸¡��_g�Á¸\¿µgy>µ_�g¸¸¿�t¿Ñ�gÁ�gµ¿Á�gÓ¿>µg¿>�µg>_Ó¿¡ÉµU�>¸��y¿��U>�¿t��_\¿

gÒ¡µg¸¸g_¿Ñ�����y�g¸¸¿Á�¿¡ÉµU�>¸g¿��U>�¿t��_¸¿�t¿>��¿ÁÓ¡g¸\¿Ñ�Á�¿Á�g¿¸Áµ��yg¸Á¿��Ágµg¸Á¿tµ��¿L�Á�¿¸gy�g�Á¸¿

��¿��U>�¿tµÉ�Á¸¿>�_¿ÐgygÁ>L�g¸¦¿����y¿��U>�¿t��_¿LÉÓgµ¸\¿��¦Ùæ¿Ñ�É�_¿U��¸�_gµ¿¡ÉµU�>¸��y¿��U>�¿tµÉ�Á¸¿>�_¿

ÐgygÁ>L�g¸\¿Ñ���g¿>���y¿������U>�¿t��_¿LÉÓgµ¸\¿Á�g¿µ>Ág¿Ñ>¸¿�g>µ�Ó¿>¸¿��y�¿>Á¿�u¦l榿7�g�¿>¸�g_¿>L�ÉÁ¿

_>�µÓ¿¡µ�_ÉUÁ¸\¿l�¦uæ¿�t¿>��¿µg¸¡��_g�Á¸¿��_�U>Ág_¿��Ágµg¸Á¿��¿¡ÉµU�>¸��y¿��U>�\¿>�_¿ll¦�æ¿Ñ�É�_¿U��¸�_gµ¿

¡ÉµU�>¸��y¿��U>�¿yµ>��¸¿¸ÉU�¿>¸¿Lµg>_¿�µ¿¡>¸Á>¦¿/�g¸g¿µg¸¡��¸g¸¿Ñgµg¿µg�>Á�Ðg�Ó¿U��¸�¸Ág�Á¿>Uµ�¸¸¿U��¸É�gµ¸¿

Ñ��¿_�¿>�_¿_��²Á¿LÉÓ¿��U>�¿>Á¿¡µg¸g�Á¦¿�Á¿>¡¡g>µ¸¿Á�>Á¿Á�gÓ¿tg�Á¿¸��gÑ�>Á¿_�ttgµg�Á�Ó¿>L�ÉÁ¿�g>Á\¿¡�É�ÁµÓ¿>�_¿

Ú¸�»¿l¼¦�æ¿�t¿µg¸¡��_g�Á¸¿Ñ��¿¡ÉµU�>¸g¿��U>�¿t��_¿Ñ�É�_¿¡ÉµU�>¸g¿Á�g¸g¿¡µ�_ÉUÁ¸\¿Ñ���g¿Á�>Á¿µ>Ág¿_µ�¡¡g_¿

Á�¿¼½¦uæ¿>���y¿µg¸¡��_g�Á¸¿Ñ��¿_�¿��Á¿Uɵµg�Á�Ó¿¡ÉµU�>¸g¿��U>�¿t��_¦

"�g¿U�>��g�yg¿t>U��y¿��U>�¿t��_¿�¸¿Á�g¿gÒ¡g�¸g\¿¸¡gU�ÚU>��Ó¿Á�g¿¡gµUg¡Á���¿>���y¿U��¸É�gµ¸¿Á�>Á¿��U>�¿t��_¿

U�¸Á¸¿��µg¿Á�>�¿Á�g¿>�Ágµ�>Á�Ðg¦¿�¸¿��Ág_¿g>µ��gµ\¿>¿�>��µ�ÁÓ¿�t¿¸ÉµÐgÓ¿µg¸¡��_g�Á¸¿Lg��gÐg¿Á�>Á¿��U>�¿t��_¿�¸¿

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- 30 year old woman, three-person household, spends $300 per month on food and dines out multiple times per week

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t��_¸¿�>Ó¿Lg¿Ñ�����y¿Á�¿¡>Ó¿��µg\¿>¸¿gÐ�_g�Ug_¿LÓ¿Á�g¿>Ðgµ>yg¿���Á��Ó¿¸¡g�_¿��¿t��_¿>Á¿���g¿>�_¿�ÉÁ¸�_g¿

Á�g¿���g¿�t¿euÙu¦uu¿>���y¿��U>�¿t��_¿¡ÉµU�>¸gµ¸\¿U��¡>µg_¿Á�¿ew½l¦�ÿ>���y¿���¿��U>�¿t��_¿¡ÉµU�>¸gµ¸¦¿

��¸É�gµ¸¿>µg¿Ñ�����y¿Á�¿ ��Uµg>¸g¿Á�g�µ¿���Á��Ó¿¸¡g�_¿��¿��U>�¿t��_¸¦¿7�g�¿>¸�g_¿��Ñ¿�ÉU�¿Á�gÓ¿Ñ�É�_¿

¸¡g�_¿��¿��U>�¿t��_¿�t¿�Á¿Ñgµg¿��µg¿g>¸��Ó¿�_g�Á�Ú>L�g¿>�_¿>UUg¸¸�L�g\¿Ç¼¦¼æ¿�t¿��U>�¿t��_¿LÉÓgµ¸¿µg¸¡��_g_¿

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0

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60.1% - 70.0%

> 70.0%

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Potential to Increase Monthly Spend on Local Foods

Consumer Survey

Page 43: Seed Capital Kentucky Demand Study

43

���>��Ó\¿ µg¸¡��_g�Á¸¿ >Uµ�¸¸¿ >��¿ ��U��g¿ L>�_¸¿ ��_�U>Ág_¿ Á�>Á¿ Á�gÓ¿

could spend an average of $203.76 on local foods each month,

�Ðgµ¿ÁÑ�Ug¿Á�g¿>Ðgµ>yg¿�t¿e��¦uÇ¿Á�>Á¿ ��U>�¿LÉÓgµ¸¿ ��_�U>Ág_¿>¸¿Á�g�µ¿

Uɵµg�Á¿�gÐg�¿�t¿¸¡g�_¦¿/�g¿>Ðgµ>yg¿¡�Ág�Á�>�¿¸¡g�_¿µ�¸g¿¸�y��ÚU>�Á�Ó¿

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in local foods each month.

Commercial Buyers & Consumers: Common Themes

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�Á�gµ¸¿_gÚ�g_¿�Á¿>¸¿t��_¿yµ�Ñ�¿>�_¿¡µ�_ÉUg_¿Ñ�Á���¿¸��µÁgµ¿_�¸Á>�Ug¸\¿¸ÉU�¿>¸¿�ÙÙ¿���g¸¿�µ¿gÐg�¿uÙ¿���g¸¦¿

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0

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50

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30.1% - 40.0%

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60.1% - 70.0%

> 70.0%

Num

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Potential to Increase Monthly Spend on Local Foods

Consumers indicated that they could spend over $200 per month on local foods, more

than twice the amount spent at present.

Consumer Survey

Page 44: Seed Capital Kentucky Demand Study

44

�Á�¿U��¸É�gµ¸¿>�_¿U���gµU�>�¿LÉÓgµ¸¿Ñgµg¿��¸Á¿���g�Ó¿Á�¿�_g�Á�tÓ¿tµÉ�Á¸¿>�_¿ÐgygÁ>L�g¸¿>L�Ðg¿�Á�gµ¿t��_¿

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ÐgygÁ>L�g¸¿��U�É_��y¿Lgµµ�g¸\¿Á��>Á�g¸¿>�_¿>¸¡>µ>yɸ\¿>¸¿Ñg��¿>¸¿�g>Á¦¿����y¿U��¸É�gµ¸\¿��µg¿Á�>�¿�uæ¿

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already purchasing local food today.

7�g�¿_�¸Uɸ¸��y¿ �L¸Á>U�g¸¿ Á�¿ ��U>�¿ t��_¿¡µ�Uɵg�g�Á\¿ ¡µ�Ug¿Ñ>¸¿ �_g�Á�Úg_¿LÓ¿L�Á�¿ yµ�É¡¸¿�t¿ UɸÁ��gµ¸¦¿

���gµU�>�¿LÉÓgµ¸¿Ñ��¿�>Ðg¿�gÐgµ¿¡ÉµU�>¸g_¿��U>�¿��_�U>Ág_¿¡µ�Ug¿>¸¿>¿¡µ��>µÓ¿µg>¸��¿t�µ¿��Á¿LÉÓ��y¿��U>�¿

t��_¸\¿ >�_¿ �g>µ�Ó¿ ¼Ùæ¿�t¿ U��¸É�gµ¸¿ ¸ÉµÐgÓg_¿ Lg��gÐg¿ Á�>Á¿ ��U>�¿ t��_¸¿ >µg¿��µg¿ gÒ¡g�¸�Ðg¿ Á�>�¿ �>Á���>�¿

Lµ>�_¸¦¿��¿���_g¡Á�¿��ÁgµÐ�gѸ\¿�>�Ó¿U��¸É�gµ¸¿U�Ág_¿¡µ�Ug¿>¸¿>¿¸�y��ÚU>�Á¿L>µµ�gµ¿Á�¿LÉÓ��y¿��U>�¿t��_¦

7���g¿¸��g¿µg¸¡��_g�Á¸¿�_g�Á�Úg_¿¡µ�Ug¿>¸¿>�¿�L¸Á>U�g\¿�Á�gµ¸¿Ñgµg¿�É�yµÓ¿t�µ¿��µg¿��U>�¿t��_¿��¿��É�¸Ð���g¦¿

/�gµg¿�¸¿gÐ�_g�Ug¿Á�>Á¿UɸÁ��gµ¸\¿L�Á�¿U���gµU�>�¿>�_¿U��¸É�gµ\¿>µg¿Ñ�����y¿Á�¿¡>Ó¿>¿¡µg��É�¿t�µ¿��U>�¿t��_\¿

>�_¿Lg��gÐg¿Á�>Á¿��U>�¿t��_¿�ttgµ¸¿¸É¡gµ��µ¿ªÉ>��ÁÓ¿>�_¿Û>Ð�µ¦¿����y¿U���gµU�>�¿LÉÓgµ¸\¿�g>µ�Ó¿wÙ濵gÐg>�g_¿

Á�>Á¿Á�gÓ¿Ñ�É�_¿Lg¿Ñ�����y¿Á�¿¡>Ó¿��µg¿t�µ¿��U>�¿t��_»¿>�¿>__�Á���>�¿Çuæ¿gÒ¡µg¸¸g_¿Ñ�����y�g¸¸¿Á�¿¡>Ó¿��µg¿��¿

>¿¡µ�_ÉUÁ�LÓ�¡µ�_ÉUÁ¿L>¸�¸¦¿��¸É�gµ¿µg¸¡��¸g¸¿��_�U>Ág_¿Á�>Á¿��U>�¿t��_¿LÉÓgµ¸¿>�µg>_Ó¿¸¡g�_¿>�¿>Ðgµ>yg¿

�t¿ewÙ¿��µg¿¡gµ¿���Á�¿��¿t��_¿£t�µ¿U��¸É�¡Á���¿>Á¿���g¿>�_¿>Ñ>Ó¤¿U��¡>µg_¿Á�¿Á��¸g¿Ñ��¿_��²Á¿LÉÓ¿��U>�¿

food. And these consumers reported that they could increase their local food purchases even further: nearly

ÃÙæ¿�t¿��U>�¿t��_¿LÉÓgµ¸¿Ñ�É�_¿¸¡g�_¿>�¿>__�Á���>�¿�Ùæ¿Á�¿ÇÙæ¿��¿��U>�¿t��_¸¦¿

Summary of Demand

Based on the survey responses, Louisville residents currently spend $100 million on local foods, and are

��Ágµg¸Ág_¿��¿¡ÉµU�>¸��y¿>�¿>__�Á���>�¿e�ul¿�������¿g>U�¿Óg>µ\¿t�µ¿>¿Á�Á>�¿_g�>�_¿�t¿eÇul¿�������¦¿���gµU�>�¿

LÉÓgµ¸¿Uɵµg�Á�Ó¿̧ ¡g�_¿eÇ�w¿�������¿��¿��U>�¿t��_¸\¿>�_¿Ñ�É�_¿Lg¿Ñ�����y¿Á�¿̧ ¡g�_¿>�¿>__�Á���>�¿e�Ã�¿�������\¿t�µ¿

a total of $353 million.52¿�ÉU�¿�t¿Á�g¿t��_¿Á�g¿U���gµU�>�¿¸gUÁ�µ¸¿¡ÉµU�>¸g¿Ñ���¿Lg¿�>�_�g_\¿Áµ>�¸t�µ�g_¿>�_¿

µg¸��_¿��¿>¿Ð>µ�gÁÓ¿�t¿�ÉÁ�gÁ¸\¿�gÐgµ>y��y¿Á�>Á¿eÃuÿ�������¿��¿��U>�¿t��_¿¡ÉµU�>¸g¸¿Á�¿U��Áµ�LÉÁg¿>�¿g¸Á��>Ág_¿elÙÙ¿

million to the local economy.53¿�ggÁ��y¿U���gµU�>�¿LÉÓgµ¸²¿Ð�µ>U��ɸ¿_g�>�_¿t�µ¿��U>�¿t��_¿Ñ���¿U��Áµ�LÉÁg¿Á�¿

¸>Á�¸tÓ��y¿��É�¸Ð���g¿U��¸É�gµ¸²¿eÇul¿�������¿_g�>�_\¿Ñ�Á�¿>LÉ�_>�Ug¿Á�¿¸�>µg¿Ñ�Á�¿Ð�¸�Á�µ¸\¿U���ÉÁgµ¸\¿>�_¿

U��¸É�gµ¸¿>�_¿Ñ���g¸>�g¿LÉÓgµ¸¿LgÓ��_¿�gttgµ¸��¿�É�ÁÓ²¸¿L�µ_gµ¸\¿Á�ɸ¿LgU����y¿>¿�g>���ytÉ�¿gU�����U¿

driver for the city and county.

52 ¸Á��>Ág¸¿�t¿Uɵµg�Á¿>�_¿¡µ��gUÁg_¿¸¡g�_¿��¿��U>�¿t��_¿>µg¿L>¸g_¿��¿Á�g¿µg¸¡��¸g¸¿Á�¿Á�g¿U��¸É�gµ¿>�_¿U���gµU�>�¿LÉÓgµ¿¸ÉµÐgÓ¸\¿¸¡gU�ÚU>��Ó¿Á��¸g¿µg¸¡��_g�Á¸¿Ñ��¿��_�U>Ág_¿Á�>Á¿Á�gÓ¿_�¿LÉÓ¿��U>�\¿>�_¿Á��¸g¿Á�>Á¿¸>�_¿Á�gÓ¿Ñ�É�_¿LÉÓ¿��U>�\¿>¸¿Ñg��¿>¸¿Á�g¿�g_�>�¿Uɵ-µg�Á¿¸¡g�_¿>�_¿�g_�>�¿¡�Ág�Á�>�¿¸¡g�_¿U>�UÉ�>Ág_¿tµ��¿Á�g¿µg�gÐ>�Á¿µg¸¡��¸g¸¦¿/�g¿�É�Lgµ¸¿���Á�>��Ó¿U>�UÉ�>Ág_¿Ñgµg¿>��É>��×g_\¿>�_¿Á�gµgt�µg¿µgªÉ�µg_¿>_�ɸÁ�g�Á¿Á�¿µgÛgUÁ¿Á�g¿µg>��Á�g¸¿�t¿��É�¸Ð���g²¸¿¸g>¸��>�¿>yµ�UÉ�Áɵg\¿¡>µÁ�UÉ�>µ�Ó¿��¿Á�g¿U>¸g¿�t¿tµg¸�¿>�_¿�����>��Ó�¡µ�Ug¸¸g_¿t��_¸\¿Ñ��U�¿>µg¿��Á¿>Ð>��>L�g¿Óg>µ�µ�É�_¦¿/�g¿�É�Lgµ¸¿¡µg¸g�Ág_¿�gµg¿>¸¸É�g¿Á�>Á¿Á�g¿tÉ��¿µ>�yg¿�t¿��U>�¿t��_¸¿�¸¿>Ð>��>L�g¿for approximately six months out of the year.

53 /��¸¿Úyɵg¿Á>�g¸¿��Á�¿>UU�É�Á¿Á�g¿Ð>�Ég¿Á�>Á¿Ñ���¿Lg¿>__g_¿Á�¿��U>�¿t��_¿>¸¿�Á¿��Ðg¸¿Á�µ�Éy�¿Á�g¿¸É¡¡�Ó¿U�>��¿>�_¿�¸¿µg�¸��_¿��¿Ð>µ��ɸ¿t�µ�¸¿LÓ¿>�_¿Á�¿�>�Ét>UÁɵgµ¸\¿_�¸Áµ�LÉÁ�µ¸\¿µgÁ>��gµ¸\¿µg¸Á>ɵ>�Á¸\¿>�_¿��¸Á�ÁÉÁ���>�¿t��_¿¸gµÐ�Ug¿U��¡>��g¸¦¿�Á¿�¸¿>�¿g¸Á��>Ág\¿L>¸g_¿��¿��_ɸÁµÓ¿¸Á>�_>µ_¿U�¸Á¸¿�t¿y��_¸¿¸��_¿£"�-¤\¿Ñ��U�¿Ð>µÓ¿LÓ¿¸gUÁ�µ¦

Consumer Survey

Page 45: Seed Capital Kentucky Demand Study

45

Introduction to the Vignettes

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is complex and diverse.

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ªÉg¸Á���¿t�µ¿�É�gµ�ɸ¿¸Á>�g���_gµ¸\¿ ��U�É_��y¿£LÉÁ¿��Á¿ ����Ág_¿Á�¤¿¡µ�_ÉU-

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agriculture, planning, food access, health and economic development; non-

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gÒÁg�¸���¿>yg�Á¸»¿>�_¿t��_¿Lɸ��g¸¸¿�Ñ�gµ¸¿�t¿>��¿¸U>�g¸\¿>���y¿g>U�¿¸Ág¡¿�t¿t��_¿¸É¡¡�Ó¿U�>��¸¦

/�µgg¿Ð�y�gÁÁg¸¿t����Ñ[

1. More Tools for More Food

2. Farm to Food Processor

3. Increasing Healthy Food Options at Retail

The concept underlying these vignettes is the “3 legged stool” that stands at the foundation of a healthy society

>�_\¿¸����>µ�Ó\¿>¿�g>�Á�Ó¿t��_¿¸Ó¸Ág�[¿�¤¿>¿y�Ðgµ��g�Á¿¸gUÁ�µ¿Á�>Á¿�¸¿gttgUÁ�Ðg¿>�_¿>UU�É�Á>L�g\¿Ç¤¿>¿_Ó�>��U¿¡µ�-

Ð>Ág¿¸gUÁ�µ¿Á�>Á¿yg�gµ>Ág¸¿gU�����U¿�¡¡�µÁÉ��ÁÓ\¿>�_¿Ã¤¿>¿Ð�Lµ>�Á¿U�Ð��¿¸�U�gÁÓ\¿�µ¿��Á¿t�µ¿¡µ�ÚÁ¿¸gUÁ�µ\¿Á�>Á¿Ñ�µ�¸¿

Ñ�Á�¿y�Ðgµ��g�Á¿>�_¿Lɸ��g¸¸¿Á�¿��¡µ�Ðg¿¡g�¡�g²¸¿��Ðg¸¦

>U�¿�t¿Á�g¿Á�µgg¿Ð�y�gÁÁg¸¿Á�>Á¿t����Ѹ¿¸��Ѹ¿¡�>Ógµ¸¿tµ��¿>Uµ�¸¸¿Á�g¸g¿¸gUÁ�µ¸¿Ñ�µ���y¿Á�ygÁ�gµ¿Á�¿Á>�g¿>_Ð>�-

Á>yg¿�t¿>�¿�¡¡�µÁÉ��ÁÓ¿Á�¿Uµg>Ág¿>¿��µg¿Ð�Lµ>�Á¿��U>�¿t��_¿¸Ó¸Ág�¿��¿��É�¸Ð���g\¿LÉÁ¿��¿g>U�¿Ð�y�gÁÁg\¿>¿_�ttgµg�Á¿

sector or stakeholder plays the role of “convener” or facilitator. Each vignette also includes a metric. Just as the

�>µµ>Á�Ðg¿�t¿Á�g¿Ð�y�gÁÁg¿�¸¿�g>�Á¿Á�¿���ɸÁµ>Ág¿��g¿¡>Á�¿Á�Ñ>µ_¿yµ�Ñ��y¿��É�¸Ð���g²¸¿t��_¿¸Ó¸Ág�\¿Á�g¿�gÁµ�U¸¿>µg¿

¡µ�Ð�_g_¿��Á¿>¸¿¡�>�¸\¿LÉÁ¿>¸¿¸��¡�g¿�>Á�¿�g>�Á¿Á�¿_g¸Uµ�Lg¿¡�Ág�Á�>�¿µgÁɵ�¸¿��¿t��_¿¸Ó¸Ág�¿��Ðg¸Á�g�Á¿>�_¿

potential impacts on the farm and food economy.

Conclusion and Recommendations: Using this study

How can I use this study to help grow

Louisville’s local food and agriculture

economy?

Page 46: Seed Capital Kentucky Demand Study

46

More Tools for More Food

The Headlines

T¿ ����y¿U���gµU�>�¿LÉÓgµ¸¿Ñ��¿_��²Á¿Uɵµg�Á�Ó¿LÉÓ¿��U>�\¿wÃæ¿_�_¿¸�¿��¿Á�g¿¡>¸Á¿>�_¿U�Ág_¿��¸ÉtÚU�g�Á¿>�_¿��U��¸�¸Ág�Á¿¸É¡¡�Ó¿£��U�É_��y¿¸g>¸��>�¿¸��tÁ¸¿��¿¸É¡¡�Ó¤¿>¸¿�gÓ¿µg>¸��¸¿Á�gÓ¿stopped.

T¿ ��É�¸Ð���g²¸¿U���gµU�>�¿LÉÓgµ¸¿Ñ>�Á¿Á�¿¸É¡¡�µÁ¿��U>�¿t>µ�gµ¸n�Á¿Ñ>¸¿Á�g¿Á��µ_¿��¸Á¿¡�¡É�>µ¿µg>¸��¿Á�gÓ¿�_g�Á�Úg_¿t�µ¿¡ÉµU�>¸��y¿��U>�¿t��_¸¦¿

T¿ É�gµ�ɸ¿U���gµU�>�¿LÉÓgµ¸¿��ÁgµÐ�gÑg_¿Ñ�¸�g_¿t�µ¿>¿���ygµ¿yµ�Ñ��y¿¸g>¸��\¿>�_¿U��¸gµ¿Á�¿Óg>µ�µ�É�_¿>UUg¸¸¿Á�¿>¿Lµ�>_gµ¿µ>�yg¿�t¿��U>�¿t��_¸¦

The Opportunity

Kentuckians and others around the country are increasingly seeking

�gÑ¿Ñ>Ó¸¿Á�¿>__µg¸¸¿>¿tÉ�_>�g�Á>�¿¡µ�L�g�¿��¿��U>�¿t��_[¿�yµ�UÉ�Áɵg¿

Ñ>Òg¸¿ >�_¿Ñ>�g¸¿Ñ�Á�¿ Á�g¿ ¸g>¸��¸\¿ LÉÁ¿ ¡g�¡�g¿ g>Á¿ >��¿Óg>µ¿ µ�É�_¦¿

�ɵÁ�gµ\¿Á�g¿Ñ���g¸>�g¿Lɸ��g¸¸g¸¿Á�>Á¿¸gµÐg¿U��¸É�gµ¸¿>Á¿���g¿>�_¿

>Ñ>Ó¿ ¸gg�¿ ¸É¡¡��gµ¸¿ Ñ��¿ U>�¿ ¡µ�Ð�_g¿ ��y�¿ ªÉ>��ÁÓ¿ >�_¿ U��¸�¸Ág�Á¿

quantities of fresh food year round.

��Uµg>¸��y�Ó\¿ Á�gµg¿ >µg¿ µg�>Á�Ðg�Ó¿ ��Ñ�U�¸Á\¿ g�Ð�µ���g�Á>��Ó¿ gtÚU�g�Á¿

ÁgU�����y�g¸¿>�_¿�gÁ��_¸¿t�µ¿gÒÁg�_��y¿Á�g¿yµ�Ñ��y¿¸g>¸��¿��Á�¿Á�g¿

Ñ��Ágµ¦¿*µ��g¿>���y¿Á�g¸g¿>µg¿��y�¿ÁÉ��g�¸\¿�µ¿���¡¿��ɸg¸¦¿/�g¸g¿

>µg¿yµgg���ɸg¸\¿É¸É>��Ó¿É��g>Ág_\¿>�_¿LÉ��Á¿ tµ��¿��Ñ�ÁgU�\¿Ñ�_g�Ó¿

>Ð>��>L�g¿�>Ágµ�>�¸\¿ ¸ÉU�¿ >¸¿ *6¿¡�>¸Á�U¿ ¡�¡��y¿ >�_¿ Á��U�¿ U���gµU�>�¿ yµ>_g¿ ¡�>¸Á�U¿ ¸�ggÁ��y¦¿/�g¸g¿ ¸��¡�g¿¿

¸ÁµÉUÁɵg¸¿g�>L�g¿t>µ�gµ¸¿Á�¿�>��Á>��¿Ág�¡gµ>Áɵg¸¿Ñ>µ�¿g��Éy�¿Á�¿yµ�Ñ¿>¿µ>�yg¿�t¿tµÉ�Á¸¿>�_¿ÐgygÁ>L�g¸¿Óg>µ¿

µ�É�_\¿�g�¡��y¿Á�g�¿�ggÁ¿U���gµU�>�¿LÉÓgµ¸²¿_g�>�_¿ t�µ¿Óg>µ�

µ�É�_¿>UUg¸¸¿Á�¿��U>��Ó¿yµ�Ñ�¿tµÉ�Á¸¿>�_¿ÐgygÁ>L�g¸nygÁÁ��y¿��µg¿

��U>�¿t��_¿Á�¿��µg¿LÉÓgµ¸¿>�_¿g>Ágµ¸¿��µg¿�t¿Á�g¿Óg>µ¦

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Ð�Ug¿ £ ,-¤¿ Lgy>�¿ >¿ ¡���Á¿ ¡µ�yµ>�¿ Á�>Á¿ ¡µ�Ð�_g¸¿ Ú�>�U�>�¿ >�_¿

technical support to farmers for on-farm high tunnel installations.

The program has resulted in the creation of more than 4,000 high

ÁÉ��g�¿��¸Á>��>Á���¸¿�>Á���Ñ�_g¦¿��¿ÇÙ�Ç\¿ ,-¿��¿�g�ÁÉU�Ó¿�ttgµg_¿

Á��¸¿¸É¡¡�µÁ¿Á�¿�9¿t>µ�gµ¸¿t�µ¿Á�g¿Úµ¸Á¿Á��g¦

The Story

��¿ ÇÙ�Ç\¿ Á�µ�Éy�¿ Á�g¿ �Ð�µ���g�Á>�¿ +É>��ÁÓ¿ ��Ug�Á�Ðg¸¿ *µ�yµ>�¿ £ +�*¤\¿ ,-²¸¿

�g�ÁÉU�Ó¿�tÚUg¿Lgy>�¿�ttgµ��y¿yµ>�Á¸¿Á�¿¡µ�_ÉUgµ¸¿Á�¿LÉ��_¿>�_¿��¸Á>��¿��y�¿ÁÉ��g�¸¦¿

/�¿¸¡µg>_¿Á�g¿Ñ�µ_¿>L�ÉÁ¿Á��¸¿�gÑ¿µg¸�ɵUg\¿Á�g¿�µy>��×>Á���¿Ñ�µ�g_¿Ñ�Á�¿¡>µÁ�gµ¸¿

>Á¿1��Ðgµ¸�ÁÓ¿ �t¿ �g�ÁÉU�Ó¿ £1�¤¿ ÒÁg�¸���¿ >�_¿ Á�g¿ ¸Á>Ág²¸¿��¸gµÐ>Á���¿��¸Áµ�UÁ¸¿ Á�¿

¸¡g>�¿>Á¿>yµ�UÉ�Áɵ>�¿U��tgµg�Ug¸\¿¡�>Ug¿>µÁ�U�g¸¿��¿��U>�¿�gѸ¡>¡gµ¸\¿>�_¿¡µ���Ág¿

Á�g¿¡µ�yµ>�¿��¿Á�g�µ¿�Ñ�¿¡ÉL��U>Á���¸¦¿/�gÓ¿>�¸�¿µg��g_¿�g>Ð��Ó¿��¿Ñ�µ_¿�t¿��ÉÁ�¿��¿

the agriculture community. NRCS received approximately $700,000 from the federal

y�Ðgµ��g�Á\¿LÉÁ¿ ¸��Ug¿_g�>�_¿>���y¿�9¿ t>µ�gµ¸¿ t>µ¿gÒUgg_g_¿Á�>Á¿�É�Lgµ\¿ Á�g¿

,-¿�9¿Úg�_¿�tÚUg¿U��¸g¿Á�¿tÉ�_¿>��¿��Ágµg¸Ág_¿>�_¿g��y�L�g¿t>µ�gµ¸\¿>�_¿U��Áµ�LÉÁg_¿

>¿�>ÁU�¿ tµ��¿ Á�g�µ¿ ��µ�>�¿ >��É>�¿ ¡µ�yµ>�¿LÉ_ygÁ\¿Ñ��U�¿Lµ�Éy�Á¿ Á�g¿¡µ�yµ>�²¸¿

Conclusion and Recommendations: Using this study

Page 47: Seed Capital Kentucky Demand Study

47

tÉ�_��y¿Á�Á>�¿Á�¿e�¦Ã¿�������¿t�µ¿ÇÙ�Ǧ¿/��¸¿µg¸É�Ág_¿��¿>¡¡µ�Ò��>Ág�Ó¿ÇÇu¿U��Áµ>UÁ¸¿Ñ�Á�¿t>µ�gµ¸¿Á�¿LÉ��_¿��y�¿

ÁÉ��g�¸¦¿��¿Á��¸¿Úµ¸Á¿¡���Á¿Óg>µ\¿ ,-¿_�_¿��Á¿y>Á�gµ¿_>Á>¿��¿¡>µÁ�U�¡>Á��y¿t>µ�gµ¸\¿¸�¿>¿yg�gµ>�¿¡µ�Ú�g¿�t¿���¡¿

��ɸg¿U��Áµ>UÁg_¿ t>µ�gµ¸¿ £¸U>�g¿�t¿�¡gµ>Á���\¿Ñ�>Á¿ Á�gÓ¿yµ�Ñ\¿gÁU¦¤¿ �¸¿��Á¿ >Ð>��>L�g¦¿ ,-¿_�_¿ µg¡�µÁ¿ Á�>Á¿

t>µ�gµ¸¿ tµ��¿ ¼Ç¿�g�ÁÉU�Ó¿ U�É�Á�g¸¿Ñgµg¿ tÉ�_g_¿ ��¿ Á��¸¿ ���Á�>�¿Óg>µ\¿ >�_¿ Á�>Á¿ Á�gµg¿Ñ>¸¿ >¿ U��Ug�Áµ>Á���¿ �t¿

>¡¡��U>Á���¸¿tµ��¿¸�ÉÁ�¿Ug�Áµ>�¿�g�ÁÉU�Ó\¿>�¿>µg>¿µ�U�¿��¿ÐgygÁ>L�g¿¡µ�_ÉUÁ���¦

,-¿U��Áµ�LÉÁg¸¿eǦu¼¿¡gµ¿¸ªÉ>µg¿t��Á¿�t¿���¡¿��ɸg\¿É¡¿Á�¿Ç\�¼l¿¸ªÉ>µg¿tggÁ\¿�µ¿uæ¿�t¿>�¿>Uµg\¿µg¸É�Á��y¿��¿

U��Áµ>UÁ¸¿�t¿É¡¿Á�¿£>�_¿�tÁg�¿gÒ>UÁ�Ó¤¿eu\u�¼¦¿�L�ÉÁ¿uÙ¿ÁÉ��g�¸¿�>Ðg¿Lgg�¿��¸Á>��g_¿��¿�9¿Á�¿_>Ág\¿µg¡µg¸g�Á��y¿

>L�ÉÁ¿eÇlw\ÙÙÙ¿��¿U��Áµ>UÁ¸¿¡>�_¿�ÉÁ¿LÓ¿ ,-¦¿��µ¿�>�Ó¿t>µ�gµ¸¿��¿�9\¿Á�g¿_g>_���g¿t�µ¿��¸Á>����y¿Á�g�µ¿��y�¿

ÁÉ��g�¸¿Ñ���¿U��g¿��¿Á�g¿¸É��gµ¿�t¿ÇÙ�Ã\¿>tÁgµ¿Ñ��U�¿Á�gÓ¿Ñ���¿��Á¿Lg¿>L�g¿Á�¿µgUg�Ðg¿µg��Lɵ¸g�g�Á¿t�µ¿��y�¿

ÁÉ��g�¿��¸Á>��>Á���¦¿ ,-¿µg¡µg¸g�Á>Á�Ðg¸¿��Ág_¿Á�>Á¿Ñ���g¿��Á¿>��¿U��Áµ>UÁ¸¿Ñ���¿Lg¿¸gg�¿Á�µ�Éy�¿£_Ég¿Á�\¿t�µ¿

gÒ>�¡�g\¿>¿t>µ�gµ²¸¿¡gµ¸��>�¿�g>�Á�¿U��Ugµ�¸¤\¿��¸Á¿Ñ���¿Lg¦

gU>ɸg¿�Á¿Ñ>¸¿Á�g¿¡µ�yµ>�²¸¿Úµ¸Á¿Óg>µ¿��¿�9\¿ ,-¿¡µ�Ð�_g_¿¸gÐgµ>�¿Áµ>����y¸¿t�µ¿t>µ�gµ¸¦¿ ,-²¸¿Úg�_¿¸Á>tt¿

Ñ�µ�g_¿Ñ�Á�¿t>µ�gµ¸¿Á�¿g�¸Éµg¿Á�>Á¿���¡¿��ɸg¸¿Ñgµg¿¸�Ág_¿Ñg��¿£��¿Ñg���_µ>����y¿¸���¸\¿��¿¡�>Ug¸¿Ñ�gµg¿Á�gÓ¿

Ñ��²Á¿Lg¿Û>ÁÁg�g_¿LÓ¿¡µgÐ>����y¿Ñ��_¸\¿gÁU¦¤\¿>�_¿>��¿t>µ�¸¿µgUg�Ð��y¿tÉ�_��y¿>�¸�¿µgUg�Ðg_¿>¿ ,-¿Ð�¸�Á¦¿

,-²¸¿Ñ�µ�¿�¸¿yg�gµ>��Ó¿µg¸Áµ�UÁg_¿Á�¿�>Áɵ>�¿µg¸�ɵUg¿U��¸gµÐ>Á���¦¿7���g¿ ,-¿¸gg¸¿��y�¿ÁÉ��g�¿��¸Á>��>Á���¿

>¸¿µg�>Ág_¿£�¦g¦¿t>µ�¸¿Á�>Á¿Á�µ�Ðg¿gU�����U>��Ó¿�gg¡¿t>µ���y¿>�_¿Á�ɸ¿¡µg¸gµÐg¿t>µ��>�_¤\¿Á�g¿¡µ�yµ>�¿Ñ>¸¿>¿

_g¡>µÁɵg¿t�µ¿Á�g�¦¿gU>ɸg¿�t¿Á��¸\¿ ,-¿_�g¸¿��Á¿�>Ðg¿�����ɸg¿ÁgU���U>�¿¸É¡¡�µÁ¿U>¡>U�ÁÓ¿t�µ¿Á��¸¿¡µ��gUÁ\¿

>�_¿�>¸¿¡>µÁ�gµg_¿Ñ�Á�¿1�¿Á�¿¡µ�Ð�_g¿Á�g¿ÁgU���U>�¿¸É¡¡�µÁ¿t>µ�gµ¸¿�gg_¿Á�¿�¡gµ>Ág¿Á�g�µ¿���¡¿��ɸg¸¿gttgU-

Á�Ðg�Ó¦¿/µ>����y¸¿Ñgµg¿�g�_¿��¿Á�g¿t>��¿�t¿ÇÙ�Ç\¿>�_¿¸gÐgµ>�¿Ñg���>ÁÁg�_g_¿ ,-¿Úg�_¿_>Ó¸¿£t>µ�¿Á�ɵ¸¿�µy>��×g_¿

Á�¿tg>Áɵg¿y��_¿U��¸gµÐ>Á���¿¡µ>UÁ�Ug¸¤¿Ñgµg¿_g_�U>Ág_¿Á�¿��y�¿ÁÉ��g�¸¦¿1�¿>�_¿ ,-¿Á�ygÁ�gµ¿Ñ���¿Lg¿Áµ>����y¿

ÒÁg�¸���¿>yg�Á¸¿��¿ÁgU���U>�¿¡µ�_ÉUÁ���¿�¸¸Ég¸¿Á��¸¿Ñ��Ágµ¦

/��Éy�¿Á�g¸g¿ÁgU���U>�¿¸É¡¡�µÁ¿�¡¡�µÁÉ��Á�g¸¿Ñgµg¿>Ð>��>L�g¿Á�¿t>µ�gµ¸\¿Á�gÓ¿Ñgµg¿��Á¿�>�_>Á�µÓ\¿>�_¿>¸¿>¿

µg¸É�Á\¿̧ ��g¿¡µ�_ÉUgµ¸¿>µg¿̧ ÁµÉyy���y¿�¡gµ>Á���>��Ó¿Ñ�Á�¿Á�g�µ¿�gÑ¿��y�¿ÁÉ��g�¸¦¿/��Éy�¿ÁgU�����y�U>��Ó¿>�_¿>µ-

chitecturally simple, farmers note that there’s a steep learning curve involved in using high tunnels— achieving

�¡Á��>�¿Ðg�Á��>Á���¿U>�¿Lg¿U��¡��U>Ág_\¿Ág�¡gµ>Áɵg¿�>�>yg�g�Á¿µgªÉ�µg¸¿_gÁ>��g_¿>ÁÁg�Á���¿>�_¿���Ñ�g_yg\¿

>�_¿¡�>�Á¸¿Ñ�Á���¿£Á��Éy�¿¡µ�ÁgUÁg_¿tµ��¿��¸Á¿¡g¸Á¸¿>�_¿>���>�¸¤¿>µg¿¸É¸Ug¡Á�L�g¿Á�¿tÉ�y�¦¿

�>µ�gÁ��y¿>�_¿¸>�g¸¿¸É¡¡�µÁ¸¿t�µ¿t>µ�gµ¸¿g�Ágµ��y¿�gÑ¿¸g>¸��¸¿Ñ�Á�¿�gÑ¿¡µ�_ÉUÁ¸¿Ñgµg¿LgÓ��_¿ ,-²¸¿U>-

¡>U�ÁÓ¿�µ¿¸U�¡g¦¿,gU�y��×��y¿��Ñ¿g¸¸g�Á�>�¿Á��¸¿���_¿�t¿¸É¡¡�µÁ¿Ñ�É�_¿Lg\¿ ,-¿¸Á>tt¿�>Ðg¿Lgg�¿¡µg¸g�Á��y¿

information on the high tunnels program to assorted fruit and

ÐgygÁ>L�g¿>¸¸�U�>Á���¸¿¸Á>ÁgÑ�_g\¿��¿��¡g¸¿Á�>Á¿Á�gÓ¿Ñ���¿¡µ�-

��Ág¿Á�g¿¡µ�yµ>�¿Á�¿Á�g�µ¿�g�Lgµ¸¿>�_¿Á>�g¿>¿�g>_¿��¿¡µ�Ð�_-

ing marketing support and producer education.

7���g¿ ,-¿�¸¿Ñ�µ���y¿Á�¿¡µ�Ð�_g¿Á�g¸g¿¸É¡¡�µÁ¸\¿¡>µÁ�U�¡>Á��y¿

¡µ�_ÉUgµ¸¿>�_¿¸��g¿�t¿Á�g¿Ñ���g¸>�g¿Lɸ��g¸¸g¸¿Á�>Á¿LÉÓ¿tµ��¿

Á�g�¿�>Ðg¿ µgU�y��×g_¿�¡¡�µÁÉ��Á�g¸¿ Á�¿LÉ��_¿ É¡¿ Á�g¿ ÁgU���U>�¿

support component of the program. For example, in support of

Á�g¿ t>µ�gµ¸¿ Á�>Á¿ ¸É¡¡�Ó¿ Á�g�\¿ �µ>¸¸��¡¡gµ¸¿ ��¸Áµ�LÉÁ���¿ �>¸¿

taken an active role in providing support services to comple-

�g�Á¿Á��¸g¿�t¿ ,-n¿g�¸Éµ��y¿Á�>Á¿t>µ�gµ¸¿��gÑ¿>L�ÉÁ¿Á�g¿�¡-

portunity, that they took advantage of it, and that they are making the most of it.

�µ>¸¸��¡¡gµ¸¿Lgy>�¿LÓ¿¸¡µg>_��y¿Á�g¿Ñ�µ_¿>L�ÉÁ¿Á�g¿>Ð>��>L���ÁÓ¿�t¿tÉ�_��y¿Á�¿¡µ�_ÉUgµ¸\¿ ÒÁg�¸���¿>yg�Á¸\¿

>�_¿ >��¿ �Á�gµ¸¿Ñ�µ���y¿ ��¿ ¸É¡¡�µÁ¿ �t¿ ¡µ�_ÉUgµ¸¦¿ /�g¿ U��¡>�Ó¿ Á�g�¿ ¸É¡¡�µÁg_¿ g��y�L�g¿ ��Ágµg¸Ág_¿ t>µ�gµ¸¿

One commercial buyer feared that the economic development potential of

local food investment “might be limited because of the growing season... (and for season extension) capital

costs are so high up front.”

Conclusion and Recommendations: Using this study

Page 48: Seed Capital Kentucky Demand Study

48

Á�µ�Éy�¿Á�g¿>¡¡��U>Á���¿¡µ�Ug¸¸¿>�_¿>¸¸�U�>Ág_¿¡>¡gµÑ�µ�¦¿

gU>ɸg¿Uµ�¡¿¡�>����y¿>�_¿�gÑ¿Ñ��Ágµ¿�>µ�gÁ¿_gÐg��¡�g�Á¿¸É¡¡�µÁ¸¿�>Ðg¿Lgg�¿�����>�¿ t�µ¿Á��¸¿¸Á�����gÑ¿

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Ñ>�Á¿Á�¿¸gµÐg¦¿��ÁgµÐ�gÑgg¸¿Ñ�Á���¿Á�g¿1-��\¿1�¿>�_¿��U>�¿t��_¿_�¸Áµ�LÉÁ���¿U��¡>��g¸¿��Ág_¿Á�>Á¿LgU>ɸg¿�t¿

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The Metric

/��Éy�¿�µ>¸¸��¡¡gµ¸¿�>¸¿Á�g¿ÁµÉU�¿>�_¿Ñ>µg��ɸg¿U>¡>U�ÁÓ¿Á�¿_µ>�>Á�U>��Ó¿ ��Uµg>¸g¿Á�g�µ¿_�¸Áµ�LÉÁ���¿Ð��-

É�g¸\¿Á�g¿U��¡>�Ó¿�>U�¸¿¸ÉtÚU�g�Á¿¸Á>tt¿Á�¿¸g��¿Á�g¿�>µyg¿>��É�Á¸¿�t¿¡µ�_ÉUÁ¿Uɵµg�Á�Ó¿yµ�Ñ��y¿��¿Á�g�µ¿¸É¡-

¡��gµ¸²¿�gÑ¿��y�¿ÁÉ��g�¸¦¿�t¿e½Ù\ÙÙÙ54¿£�g¸¸¿Á�>�¿uæ¿�t¿Á�g¿e�¦Ã¿�������¿ +�*¿��y�¿ÁÉ��g�¿¡µ�yµ>�¿LÉ_ygÁ¤¿Ñ>¸¿

µ>�¸g_¿tµ��¿¡µ�Ð>Ág¿¸�ɵUg¸¿Á�¿U��¡�g�g�Á¿Á�¿ ,-²¸¿��tµ>¸ÁµÉUÁɵg¿��Ðg¸Á�g�Á\¿>�_¿Ñ>¸¿É¸g_¿Á�¿��µg¿>¿tÉ��¿

Á��g¿¸>�g¸¿¡gµ¸��¿>Á¿>¿��U>�¿t��_¿_�¸Áµ�LÉÁ���¿U��¡>�Ó¿_g_�U>Ág_¿Á�¿¸g����y¿¡µ�_ÉUÁ¿t�µ¿ ,-²¸¿U��Áµ>UÁg_¿��y�¿

ÁÉ��g�¿t>µ�gµ¸\¿Á�>Á¿��Ðg¸Á�g�Á¿U�É�_¿µg¸É�Á¿��¿¸gUɵg¿¸>�g¸¿t�µ¿t>µ�gµ¸¿��¿>¿¸g>¸��¿��¿Ñ��U�¿��U��g¿�¸¿É¸É>��Ó¿

very limited.

�¸¿t>µ�gµ¸¿�g>µ�¿��Ñ¿Á�¿�>�g¿Lg¸Á¿É¸g¿�t¿Á��¸¿�gÑ¿��tµ>¸ÁµÉUÁɵg¿��¿Óg>µ¿��g\¿¡µ�_ÉUÁ¿U��¸�¸Ág�UÓ¿>�_¿¡µ�_ÉU-

Á���¿gtÚU�g�U�g¸¿>µg¿���g�Ó¿Á�¿Lg¿��Ñgµ¿Á�>�¿Á�gÓ¿Ñ���¿Lg¿��¿tÉÁɵg¿Óg>µ¸»¿>�_¿¡µ�_ÉUÁ¿¡µ�Ug¸¿�>Ó\¿>¸¿>¿µg¸É�Á\¿Lg¿

��y�gµ¦¿1Á���×��y¿>¿��Ò¿�t¿�>µ�gÁ��y¿>¡¡µ�>U�g¸\¿��U�É_��y¿-�¸\¿µg¸Á>ɵ>�Á¸¿>�_¿¸U����¸¿£Á�>Á¿U�É�_¿�tt¸gÁ¿Á�g¿

¡µg��É�¿¡µ�Ug¿Ñ�Á�¿�9¿*µ�É_¿,g¸Á>ɵ>�Á¿,gÑ>µ_¸¿,gL>Ág¸¤\¿yµ�UgµÓ¿¸Á�µg¸¿£Ñ��U�¿U>�¿�tÁg�¿>L¸�µL¿>¿¡µ�Ug¿

¡µg��É�¿�t¿É¡¿Á�¿ÇÙæ¤\¿>�_¿¸g�gUÁ¿��¸Á�ÁÉÁ���¸¿£Á��¸g¿>L�g¿Á�¿¡>Ó¿>¿¸�>��¿¡µg��É�¤\¿>¿¸>�g¸¿¡gµ¸��¿t�Uɸg_¿

��¿¸g����y¿��U>��Ó¿yµ�Ñ�¿Ñ��Ágµ¿¡µ�_ÉUÁ¿U�É�_¿¸g��¿>L�ÉÁ¿euÙÙ\ÙÙÙ¿��¿��U>�¿¡µ�_ÉUg¿LgÁÑgg�¿ �Ðg�Lgµ¿>�_¿

�>Ó¿£¡µ��g¿��y�¿ÁÉ��g�¿¸g>¸��¤¦¿��¿tÉÁɵg¿Óg>µ¸\¿¸ÉU�¿>¿¸>�g¸¿¡gµ¸��¿U�É�_¿t�Uɸ¿��¿¸Áµ>Ágy�U¿Uµ�¡¿¡�>����y¿

Ñ�Á�¿��y�¿ÁÉ��g�¿yµ�Ñgµ¸¿Á�¿g�¸Éµg¿>¿¸Áµ��y¿>�_¿L>�>�Ug_¿¡µ�_ÉUÁ¿��Ò¦¿��_¿>¸¿¡µ�_ÉUÁ¿U��¸�¸Ág�UÓ¿��Uµg>¸g¸¿

��¿¡µ�¡�µÁ���¿Á�¿t>µ�gµ¿gÒ¡gµ�g�Ug¿Ñ�Á�¿Á�g¿ÁÉ��g�¸\¿��µg¿��¸Á�ÁÉÁ���>�¿>�_¿��y�¿Ð��É�g¿LÉÓgµ¸¿U�É�_¿Lg¿Á>µ-

ygÁg_\¿��Uµg>¸��y¿¸>�g¸¿Á�¿É¡¿Á�¿eÇ\ÙÙÙ\ÙÙÙ¿>�_¿��Uµg>¸��y¿Á�g¿µg>U�¿�t¿Ñ��Ágµ¿��U>�¿t��_¿��¿��É�¸Ð���g¿Á�¿��µg¿

consumers.

��y�¿ ÁÉ��g�¿¡µ�_ÉUÁ���¿U�¸Á¸¿>�_¿ µgÐg�Ég¿¡�Ág�Á�>�¿Ð>µÓ¿ Áµg�g�_�ɸ�Ó¿LÓ¿ ÁÓ¡g¿�t¿ Uµ�¡\¿LÓ¿ Á�g¿�É�Lgµ¿�t¿

¡�>�Á��y¸¿>¿¡µ�_ÉUgµ¿U>�¿_�¿�Ðgµ¿Á�g¿U�ɵ¸g¿�t¿Á�g¿Ñ��Ágµ\¿LÓ¿ÁÓ¡g¿�t¿Ñg>Á�gµ¿>�Á�U�¡>Ág_\¿>�_¿LÓ¿Ð>µÓ��y¿�gÐ-

g�¸¿�t¿µg¸g>µU�gµ¿�¡Á���¸�¦¿1�¿�>_g¿¸>�¡�g¿LÉ_ygÁ¸¿t�µ¿�g>tÓ¿yµgg�¸¿>�_¿�gµL¿¡µ�_ÉUÁ���¿��¿��y�¿ÁÉ��g�¸\¿��¿

Ñ��U�¿Á�gÓ¿t�É�_¿Á�>Á¿¡µ�_ÉUÁ���¿U�¸Á¸¿Ñ�É�_¿Á�Á>�¿eÙ¦¼Ù¿¡gµ¿��y�¿ÁÉ��g�¿¸ªÉ>µg¿t��Á¿¡gµ¿¸g>¸��¦55 Research-

gµ¸¿��Ág_¿Á�>Á¿Á�gÓ¿Ñgµg¿Lg��y¿ÐgµÓ¿U��¸gµÐ>Á�Ðg¿��¿g¸Á��>Á��y¿¡�Ág�Á�>�¿yµ�¸¸¿µgÐg�Ég¿Á�¿>Ðgµ>yg¿e�¦ÃÙ¿¡gµ¿

¸ªÉ>µg¿t��Á¦¿��Ñ>¿-Á>Ág¿1��Ðgµ¸�ÁÓ¿ ÒÁg�¸���¿t�É�_¿Á�>Á¿>¿yµgg�¸¿��y�¿ÁÉ��g�¿Lɸ��g¸¸¿U�É�_¿yg�gµ>Ág¿>¡¡µ�Ò�-

�>Ág�Ó¿eæÇÇ¿¡gµ¿̧ ªÉ>µg¿t��Á¿��¿��U��g\¿Ñ���g¿>¿�µ�g��¿̧ ÁÉ_Ó¿t�É�_¿Á�>Á¿̧ ÉUUg¸¸�Ðg¿¡�>�Á��y¸¿�t¿yµgg�¸¿¡�>�Ág_¿

��¿��y�¿ÁÉ��g�¸¿��¿Á�g¿Ñ��Ágµ¿���Á�¸¿U�É�_¿yg�gµ>Ág¿yµ�¸¸¿��U��g¿�t¿e�¦½¼¿¡gµ¿¸ªÉ>µg¿t��Á\¿Á��Éy�¿��g¿yµ�Ñgµ¿

included in the study earned $2.43 per square foot. The Cornell study noted that several of the more productive

t>µ�gµ¸¿yµgÑ¿t>µ¿��µg¿Á�>�¿Á�gÓ¿U�É�_¿¸g��¦¿

/�g¿�>µyg¸Á¿>�_¿��¸Á¿U�����¿¸�×g¿�t¿�9¿ ,-�tÉ�_g_¿��y�¿ÁÉ��g�¸¿�¸¿Ç\�¼l¿¸ªÉ>µg¿tggÁ¦¿�t¿�uæ¿�t¿ ,-²¸¿U��-

Áµ>UÁ¸¿>µg¿tÉ�Ú��g_¿>Á¿Á�g¿�>Ò��É�¿U��Áµ>UÁ¿¸�×g\¿�g�ÁÉU�Ó¿U�É�_¿µg>��×g¿��µg¿Á�>�¿wuu\ÙÙÙ¿¸ªÉ>µg¿tggÁ¿��¿��y�¿

ÁÉ��g�¿¡µ�_ÉUÁ���¿U>¡>U�ÁÓ¿LÓ¿¸É��gµ¿ÇÙ�Ã\¿Ñ�Á�¿��Ðg¸Á�g�Á¿tµ��¿ ,-¿�t¿e�\��½\Ãul¦¼u¦

/��¸¿ >__�Á���>�¿ ��_��µ¿ yµ�Ñ��y¿ U>¡>U�ÁÓ¿ �>¸¿ Á�g¿ ¡�Ág�Á�>�¿ Á�¿ yg�gµ>Ág¿ t>µ��y>Ág¿ ��U��g¿ t�µ¿ ¡>µÁ�U�¡>Á��y¿

54 eÃu\ÙÙÙ¿L>¸g¿¸>�>µÓ\¿¡�ɸ¿U����¸¸���¿�µ¿L��ɸg¸\¿¡�ɸ¿gÒ¡g�¸g¸¦

55 /��¸¿U>�UÉ�>Á���¿��U�É_g¸¿Ð>µ�>L�g¿>�_¿ÚÒg_¿U�¸Á¸¿�t¿¡µ�_ÉUÁ���\¿�>µÐg¸Á\¿>�_¿�>µ�gÁ��y¿U�¸Á¸\¿ÇÙ¿��ɵ¸¿�t¿U��Áµ�LÉÁg_¿�>L�µ¿LÓ¿�Ñ�gµ¿�¡gµ>Á�µ¿>�_¿e�¾��ɵ¿t�µ¿>��¿�Á�gµ¿µgªÉ�µg_¿�>L�µ¦

Conclusion and Recommendations: Using this study

Page 49: Seed Capital Kentucky Demand Study

49

¡µ�_ÉUgµ¸¿µ>�y��y¿tµ��¿eu�Ç\¼��56¿Á�¿e�l�\��¼57¿��¿Óg>µ¿��g¿£Á�g¿Ð>¸Á¿µ>�yg¿�¸¿L>¸g_¿��¿Á�g¿t>UÁ�µ¸¿_g¸Uµ�Lg_¿

>L�Ðg¤¦¿�¿_g_�U>Ág_¿¸>�g¸¡gµ¸��¿��ɸg_¿Ñ�Á���¿>¿U��¡>�Ó¿Ñ�Á�¿gÒ�¸Á��y¿¸Áµ��y¿_�¸Áµ�LÉÁ���¿��tµ>¸ÁµÉUÁɵg¿>�_¿

a proven commitment to local produce – funded as a complement to the infrastructure NRCS has made and

Ñ���¿U��Á��Ég¿Á�¿�>�g¿��¿U����y¿Óg>µ¸n¿Ñ�É�_¿g�¸Éµg¿�������¸¿�t¿_���>µ¸¿��¿¸>�g¸¿�t¿��y�¿ÁÉ��g�¿yµ�Ñ�¿¡µ�_ÉUÁ¿

over the course of the program’s initial years, generating more income for farmers and that much more local

t��_¿>Ð>��>L�g¿Á�¿��É�¸Ð���g¿U��¸É�gµ¸¦

Conclusion

�¿¸É�Ág¿�t¿Á���¸n��U�É_��y¿Ú�>�U�>�¿¡µ�_ÉUÁ¸¿���g¿yµ>�Á¸\¿¸Á>µÁ�É¡¿>�_¿Ñ�µ���y¿U>¡�Á>�¿Á�µ�Éy�¿��>�¸\¿>¸¿Ñg��¿

>¸¿g_ÉU>Á���\¿ÁgU���U>�¿¸É¡¡�µÁ¿>�_¿�Á�gµ¿>�U���>µÓ¿¸gµÐ�Ug¸n>µg¿g¸¸g�Á�>�¿Á�¿yµ�Ñ��y¿Á�g¿��U>�¿t��_¿¸É¡¡�Ó¿

>�_¿Á�¿�ggÁ��y¿Á�g¿ ��U>�¿ t��_¿_g�>�_¦¿��Ó¿��g¿�t¿ Á�g¸g¿��¸¸��y¿ ����¸¿U>�¿yµg>Á�Ó¿ ����Á¿ Á�g¿gtÚU>UÓ¿�t¿>�Ó¿

other component, or of any single

��Ðg¸Á�g�Á¿ >�_¿ Ñ���¿ _�¸U�ɵ>yg¿

producers from engaging in

gÒ¡gµ��g�Á>Á���¦¿�¸¿�gÑ¿¡�Ó¸�U>�¿

��tµ>¸ÁµÉUÁɵg¿ �¸¿ _gÐg��¡g_\¿ Lg¸Á¿

use of existing infrastructure

¸��É�_¿ Lg¿ U��¸�_gµg_¿ £��¿ Á��¸¿

case, existing marketing and

sales infrastructure in the form

�t¿ _�¸Áµ�LÉÁ���¿ U��¡>��g¸¿

dedicated to local foods). And

U��¡�g�g�Á>µÓ¿��tµ>¸ÁµÉUÁɵg¿£�¦g¦¿

Á�g¿ ¸�tÁ¿ U�¸Á¸¿ _g¸Uµ�Lg_¿ �gµg��\¿

such as technical assistance and

sales support) required for its

¸ÉUUg¸¸¿ �ɸÁ¿ >�¸�¿ Lg¿ Uµg>Ág_\¿

�_g�Á�Úg_¿�µ¿�>Ò���×g_¦¿/�g¿ ,-¿

��y�¿ÁÉ��g�¿tÉ�_��y¿�¸¿>�¿��Ð>�É>L�g¿

µg¸�ɵUg¿ t�µ¿ t>µ�gµ¸¿ >�_¿ >¿ L���¿

t�µ¿LÉÓgµ¸¿ ������y¿ t�µ¿Óg>µ¿ µ�É�_¿

access to local produce. NRCS

predicts that farmer interest and

>¡¡��U>Á���¸¿ Ñ���¿ µg�>��¿ ��y�\¿ >¸¿

Ñ���¿ Á�g¿ >yg�UÓ²¸¿ U����Á�g�Á¿

Á�¿ ¡µ�Ð�_��y¿ Ú�>�U�>�¿ ¸É¡¡�µÁ¿ Á�¿

Á��¸g¿ t>µ�gµ¸¦¿ /�g¿ Úµ¸Á¿ Óg>µ¿ �t¿

implementation in Kentucky has revealed opportunities that exist for increased investment—in education,

ÁgU���U>�¿ ¸É¡¡�µÁ\¿ ¸>�g¸¿ gÒ¡gµÁ�¸gnÁ�>Á¿Ñ���¿ g�¸Éµg¿ Á�>Á¿ Á��¸¿ �gÑ¿ ��tµ>¸ÁµÉUÁɵg¿ �¸¿ �>Ò���×g_\¿ ¡µ�_ÉUÁ�Ðg\¿

lucrative and sustained.

56 >¸g_¿��¿Á�g¿>t�µg�g�Á���g_¿1�¿¡µ��gUÁ���¸¦

57 >¸g_¿��¿Á�g¿>Ðgµ>yg¿�t¿Á�g¿>t�µg�g�Á���g_¿¸ÁÉ_�g¸²¿��U��g¿¡µ��gUÁ���¸[¿eǦ�½¾¸t¦

More Tools for More Local Food

Opportunity:¿���gµU�>�¿LÉÓgµ¸¿>�_¿U��¸É�gµ¸¿Ñ>�Á¿>¿U��¸�¸Ág�Á¿¸É¡¡�Ó¿�t¿��U>�¿t��_\¿Óg>µ¿µ�É�_¿�t¿¡�¸¸�L�g

Convener: Finance sector, and local food marketing and education organizations

Players: NRCS, Seed Capital Kentucky, UK, KDA, local t��_¿_�¸Áµ�LÉÁ���¿U��¡>��g¸

Approach:¿-U>tt��_¿�gÑ¿1-��¾ ,-¿��Ðg¸Á�g�Á¸¿��¿¸g>¸��¿gÒÁg�¸���¿��tµ>¸ÁµÉUÁɵg¿Ñ�Á�¿�>µ�gÁ��y¿supports and resources

Investment:¿e�\��½\Ãul¿��¿��y�¿ÁÉ��g�¿��¸Á>��>Á���¿contracts. $60,000 in local food sales staff

g�gÖ¿¶[¿1¡¿Á�¿e�l�\��¼¿Ñ�µÁ�¿�t¿¡µ�_ÉUÁ¿U�É�_¿Lg¿yµ�Ñ�¿��¿Á�g¿¡µ�yµ>�²¸¿Úµ¸Á¿Ñ��Ágµ¦¿�L�ÉÁ¿euÙÙ\ÙÙÙ¿U�É�_¿Lg¿¸��_¿��¿Óg>µ¿�\¿É¡¿Á�¿eÇ¿�������¿LÓ¿Óg>µ¿Ã

Conclusion and Recommendations: Using this study

Page 50: Seed Capital Kentucky Demand Study

50

Farm to Food Processor

The Headlines

T¿ �ÙÙæ¿�t¿*µ�Ug¸¸�µ¸¿¸ÉµÐgÓg_¿µgUg�Ðg¿¸ÉL¸�_�g¸\¿µgL>Ág¸¿�µ¿LÉ��¿_�¸U�É�Á¸¿Á�>Á¿��ÛÉg�Ug¿Á�g�µ¿¡ÉµU�>¸��y¿U���Ug¸¿£U��¡>µg_¿Á�¿½½¦¼æ¿�t¿Á�g¿¸ÉµÐgÓg_¿É��Ðgµ¸g¿>¸¿>¿Ñ���g¤¦

T¿ ¼l¦¼æ¿�t¿U���gµU�>�¿LÉÓgµ¸¿¸ÉµÐgÓg_¿¡ÉµU�>¸g¿¡µ�Ug¸¸g_¿>�_¿¡µg¡>µg_¿t��_¸\¿ÓgÁ¿�ɸÁ¿Ç�¦Çæ¿>µg¿Uɵµg�Á�Ó¿LÉÓ��y¿��U>��Ó¿¡µ�Ug¸¸g_¿t��_¸¦¿

T¿ ��µg¿Á�>�¿llæ¿�t¿U��¸É�gµ¸¿¸>�_¿Á�gÓ¿Ñgµg¿��Ágµg¸Ág_¿��¿¡ÉµU�>¸��y¿��U>��Ó¿¡µ�Ug¸¸g_¿t��_¸¦

The Opportunity

Consumers around the country are increasingly pressed for time and are, as a result, eating out more often

Ñ���g¿ ¸gg���y¿Ñ>Ó¸¿ Á�¿�>�g¿ U�����y¿ >Á¿ ���g¿��µg¿ U��Ðg��g�Á¿ >�_¿ �g¸¸¿ Á��g¿ U��¸É���y\¿ >�_¿ ��É�¸Ð���g²¸¿

U��¸É�gµ¸¿>µg¿��¿gÒUg¡Á���¦¿��É�¸Ð���g²¸¿U���gµU�>�¿t��_¿LÉÓgµ¸\¿>Uµ�¸¸¿¸gUÁ�µ¸\¿¡ÉµU�>¸g¿�>µyg¿>��É�Á¸¿�t¿

¡µ�Ug¸¸g_¿t��_¸\¿tµ��¿Ñ>¸�g_¿>�_¿U��¡¡g_¿tµg¸�¿ÐgygÁ>L�g¸¿Á�¿tµ�×g�¿�g>�¸¿Á�¿¡µg�¡gg�g_¿>�_¿UÉÁ¿U>µµ�Á¸¦¿

ÉÁ¿>¿ÐgµÓ¿¸�>��¿¡�µÁ���¿�t¿Á�g¿¡µ�Ug¸¸g_¿t��_¸¿U���gµU�>�¿LÉÓgµ¸¿

are currently purchasing is locally sourced. Opportunities exist for

��U>�¿�>�Ét>UÁɵgµ¸¿Á�¿yµ�Ñ¿Á�g�µ¿Lɸ��g¸¸g¸¿LÓ¿>__��y¿�gÑ¿¡µ�_ÉUÁ¸¿

tg>Áɵ��y¿��U>�¿��yµg_�g�Á¸\¿>�_¿��¿_���y¿̧ �\¿>__��y¿�gÑ¿�>µ�gÁ¸\¿��¿>�_¿

LgÓ��_¿ ��É�¸Ð���g¦¿�Á¿ Á�g¿ ¸>�g¿ Á��g\¿ t>µ�gµ¸¿ ��ÁgµÐ�gÑg_¿ ��_�U>Ág_¿

Á�>Á¿Á�gÓ¿>µg¿��Ágµg¸Ág_¿��¿¸g����y¿Á�¿¡µ�Ug¸¸�µ¸\¿>¸¸É���y¿>yµgg>L�g¿

Ágµ�¸¿>�_¿¡µ�U��y¿U�É�_¿Lg¿>µµ>�yg_¦¿�>�Ó¿ t>µ�gµ¸¿Ð�gÑ¿>UUg¸¸¿ Á�¿

>µg>¿¡µ�Ug¸¸�µ¸¿>¸¿>¿��¸¸��y¿¸Áµ>ÁgyÓ¿Á�>Á¿U�É�_¿¸É¡¡�µÁ¿t>µ�¿Ð�>L���ÁÓ¿

Á�µ�Éy�¿¸Á>L�g¿t>µ�¿¡µ�_ÉUÁ¿¸>�g¸¦

��¿µgUg�Á¿Óg>µ¸\¿�gttgµ¸��¿�É�ÁÓ¿*ÉL��U¿-U����¸¿£�*-¤¿�>¸¿Á>�g�¿>¿�g>_¿��¿��U>�¿t��_¿¡µ�Uɵg�g�Á¿��¿��É�¸Ð���g\¿

L�Á�¿Ñ���g¿ tµg¸�¿ �Ág�¸¿ >�_¿�����>��Ó¿¡µ�Ug¸¸g_¿ tµÉ�Á¸¿ >�_¿ÐgygÁ>L�g¸¿ £Ñ>¸�g_\¿ U��¡¡g_\¿ ¡gg�g_\¿ tµ�×g�\¿

or diced, for example). They and other institutional food service providers rely heavily on these minimally

¡µ�Ug¸¸g_¿¡µ�_ÉUÁ¸¿Á�¿tgg_¿�>µyg¿yµ�É¡¸¿�t¿U��¸É�gµ¸¿gtÚU�g�Á�Ó¿>�_¿�ÉÁµ�Á��ɸ�Ó\¿>�_¿>µg¿��Uµg>¸��y�Ó¿������y¿

t�µ¿Ñ>Ó¸¿Á�¿>��y�¿Á�g¿��y�¸Á�U¸¿>�_¿gU�����U¸¿Ñ�Á�¿¡µ�_ÉUgµ¸¿>�_¿t��_¿¡µ�Ug¸¸�µ¸¿Á�¿µgUg�Ðg¿Á�g¿t��_¸¿Á�gÓ¿

�gg_¿��¿Á�g¿t�µ�¿Á�gÓ¿�gg_¦¿�*-¿�>¸¿�>_¿yµg>Á¿¸ÉUUg¸¸¿��¿��Uµg>¸��y¿Á�g�µ¿��U>�¿t��_¿¡µ�Uɵg�g�Á¿LÓ¿�¸¸É��y¿

_�µgUÁ¿U��Áµ>UÁ¸¿Ñ�Á�¿>µg>¿t>µ�gµ¸\¿Ñ��U�¿U>�¿¸gµÐg¿>¸¿>¿��_g�¿t�µ¿�Á�gµ¿��¸Á�ÁÉÁ���¸¿�µ¿¡µ�Ug¸¸��y¿U��¡>��g¸¿

��Ágµg¸Ág_¿��¿t����Ñ��y¿¸É�Á¦¿

At the same time, as more and more consumers are requesting local foods from the institutions serving their

�g>�¸\¿>�_¿>¸¿��U>�¿t��_¿��Uµg>¸��y�Ó¿¡�>Ó¸¿>¿µ��g¿��¿�µy>��×>Á���¸²¿¸É¸Á>��>L���ÁÓ¿�L�gUÁ�Ðg¸\¿��¸Á�ÁÉÁ���>�¿�g>�¿

¡µ�Ð�_gµ¸¿>µg¿��Uµg>¸��y�Ó¿t�Uɸ��y¿Á�g�µ¿¡µ�_ÉUg¿¸¡gU�ÚU>Á���¸¿��¿ªÉ>��Á�g¸¿�Á�gµ¿Á�>�¿¡µ�Ug¿�µ\¿t�µ¿gÒ>�¡�g\¿

Á�g¿¸�×g¿�t¿Á�g¿>¡¡�g¸¿�Á¿Ñ>�Á¸¿>�_¿Á�g¿�É�Lgµ¿�t¿>¡¡�g¸¿Á�>Á¿¸��É�_¿U��g¿��¿g>U�¿L�Ò¦¿/�gÓ¿>µg¿��U�É_��y¿��¿

Á�g¿¡µ�_ÉUÁ¿¸¡gU�ÚU>Á���¸¿Á�gÓ¿¸g�_¿Á�¿Á�g�µ¿ t��_¿¸gµÐ�Ug\¿ t��_¿¡µ�Ug¸¸��y\¿>�_¿t��_¿_�¸Áµ�LÉÁ���¿U��¡>�Ó¿

partners statements of preference for local foods. In addition to these, target local food purchasing percentages

>µg¿¸��gÁ��g¸¿¸gÁ¿£g¦y¦¿>¿y�>�¿�t¿¡µ�Uɵ��y¿�Ùæ¿�t¿Á�g¿>¡¡�g¸¿>�¿��¸Á�ÁÉÁ���¿É¸g¸¿tµ��¿��U>�¿¡µ�_ÉUgµ¸¿�Ðgµ¿

Á�g¿U�ɵ¸g¿�t¿Á�g¿Óg>µ¤¦¿��¿�¡¡�µÁÉ��ÁÓ¿gÒ�¸Á¸¿Á�¿¸É¡¡�µÁ¿ ��¸Á�ÁÉÁ���¸¿ ��Ágµg¸Ág_¿ ��¿Uµg>Á��y¿¸¡gU�ÚU>Á���¸¿�µ¿

preferences that include local foods in making those goals transparent to their suppliers; and to support their

¸É¡¡��gµ¸¿��¿�ggÁ��y¿Á�g�µ¿��¸Á�ÁÉÁ���>�¿£>�_¿�Á�gµ¤¿UɸÁ��gµ¸²¿_g�>�_¿t�µ¿��U>�¿t��_¦

��U>�¿ t��_¿¡ÉµU�>¸��y¿ £LÓ¿>µg>¿�>�Ét>UÁɵgµ¸¤¿Uµg>Ág¸¿_�¸Á��UÁ¿�¡¡�µÁÉ��Á�g¸¿ t�µ¿¡�>Ógµ¸¿>���y¿ t��_¿¸É¡¡�Ó¿

U�>��¸[¿ U��¸�¸Ág�Á\¿ Áµ>Ug_¿ >�_¿ ���Ñ�¿ ��yµg_�g�Á¿ ¸�ɵUg¸¿¡µ�Ð�_g¿¡µ�Ug¸¸�µ¸¿Ñ�Á�¿ Á�g¿�¡¡�µÁÉ��ÁÓ¿ Á�¿ Ág��¿ >¿

¸Á�µÓ¿>L�ÉÁ¿Á�g¿¡µ�_ÉUÁ¸¿Á�gÓ¿Uµg>Ág»¿Á�g¿��y�¿t��_¿¸>tgÁÓ¿¸Á>�_>µ_¸¿µgªÉ�µg_¿LÓ¿t��_¿¡µ�Ug¸¸�µ¸¿U>�¿_µ�Ðg¿

“The largest (economic) impact would be with

doing value added products.”

�¿>¿U���gµU�>�¿t��_¿LÉÓgµ

Conclusion and Recommendations: Using this study

Page 51: Seed Capital Kentucky Demand Study

51

��Uµg>¸g_¿U>¡>U�ÁÓ¿��¿>µg>¿t>µ�¸¿��¿�µ_gµ¿Á�¿g�Ágµ¿Á�g¸g¿¸É¡¡�Ó¿U�>��¸\¿Ñ���g¿Á�g¿µg�>Á�Ðg�Ó¿�>µyg¿ªÉ>�Á�Á�g¸¿�t¿

¡µ�_ÉUÁ¿Á�>Á¿g�Ágµ¿t��_¿�>�Ét>UÁɵ��y¿U�>��¸¿U>�¿L��¸Á¿¡µ�_ÉUÁ���¿>Á¿Á�g¿t>µ�¿�gÐg�\¿¡gµ�>¡¸¿Uµg>Á��y¿gU���-

��g¸¿�t¿¸U>�g¿Á�>Á¿µg¸É�Á¿��¿��µg¿¸>�g¸¿Á�¿�Á�gµ¿U���gµU�>�¿LÉÓ��y¿¸gUÁ�µ¸¦¿��¸É�gµ¸n¿t>Ug_¿Ñ�Á�¿>¿¸É¡gµ�

>LÉ�_>�Ug¿�t¿t��_¿�¡Á���¸\¿�>Lg�¸¿>�_¿U�>��¸¿Á�¿�>�g¿¸g�¸g¿�tn>µg¿��Uµg>¸��y�Ó¿��Ágµg¸Ág_¿��¿��Á¿�ɸÁ¿��U>�¿

t��_¸¿LÉÁ¿t��_¸¿Á�>Á¿U��g¿tµ��¿>¿Lɸ��g¸¸¿Á�gÓ¿U>�¿ÁµÉ¸Á¦¿��Uµg>¸g_¿��U>�¿¸�ɵU��y¿LÓ¿Á�g¿¡µ�Ug¸¸��y¿¸gUÁ�µ¿

U�É�_¿Ó�g�_¿Lg�gÚÁ¸¿t�µ¿>��¿Á�g¸g¿¸Á>�g���_gµ¸¦

The Story

�µg>Ágµ¿��É�¸Ð���g¿��U¦¿£���¤\¿Á�g¿��É�¸Ð���g¿�gÁµ�¿�>�Lgµ¿�t¿���gµUg\¿�¸¿ÐgµÓ¿g�y>yg_¿Ñ�Á�¿��É�¸Ð���g¿t��_¿

¡µ�Ug¸¸�µ¸¿ >�_¿�>�Ét>UÁɵgµ¸\¿ >UÁ¸¿ >¸¿ >¿ ¸¡>µ�¿ >�_¿ µg¸�ɵUg¿ t�µ¿ Á�g¿ ¸gUÁ�µ¿��¿ t��_¿Lɸ��g¸¸¿ >�_¿¡µ�_ÉUÁ¿

_gÐg��¡�g�Á\¿Ñ�µ�¸¿Á�¿g�¸Éµg¿Á�>Á¿Á�g�µ¿�g�Lgµ¿Lɸ��g¸¸g¸¿Áµg�_¿Ñ�Á�¿Ñ�>Á¿

U��¸É�gµ¸¿ Ñ>�Á\¿ >�_¿ É�_gµ¸Á>�_¸¿ Á�g¿ gU�����U¿ _gÐg��¡�g�Á¿ ¡�Ág�Á�>�¿ �t¿

increasing the amount of local foods utilized as ingredients in the processed

food sector. They are poised and open to strategies to promote local ingredients.

���¿�>¸¿>¿¸Áµ��y¿µ��g¿Á�¿¡�>Ó¿��¿¸É¡¡�µÁ��y¿>¿Ñ�_g¿Ð>µ�gÁÓ¿�t¿t��_¿¡µ�Ug¸¸��y¿>�_¿

�>�Ét>UÁɵ��y¿U��¡>��g¸¿Á�¿Úyɵg¿�ÉÁ¿Ñ�gµg¿>�_¿��Ñ¿��U>�¿t��_¿ÚÁ¸¿��\¿��Ñ¿�Á¿

>__¸¿Ð>�Ég¿Á�¿Á�g�µ¿¡µ�_ÉUÁ\¿>�_¿��Ñ¿Lg¸Á¿Á�¿Ág��¿Á�g¿¸Á�µÓ¦¿gU>ɸg¿�t¿Á�g¿U�¸Á¸¿

of production, development, and equipment and the importance of producing

��¿Ð��É�g\¿¡µ�Ug¸¸�µ¸¿ >�_¿�>�Ét>UÁɵgµ¸¿ U>���Á¿ µg>¸��>L�Ó¿Lg¿U��¸Áµ>��g_¿

Á�¿ ¸gµÐ��y¿ ��g¿ yg�yµ>¡��U¿ �>µ�gÁ¦¿ ��µ¿ ��¸Á>�Ug\¿ ���¿ µg¡µg¸g�Á¸¿ >¿ Á�µÁ���>¿

�>�Ét>UÁɵgµ¿ Á�>Á¿ ¸Áµ>Ágy�U>��Ó¿ ¸�ɵUg¸¿ ��yµg_�g�Á¸¿ y��L>��Ó\¿ �>�Ét>UÁɵg¸¿

���Ó¿ ��¿��É�¸Ð���g\¿>�_¿¸��¡¸¿Á�g�µ¿¡µ�_ÉUÁ¿�>Á���>��Ó¦¿-��Ug¿Ñ�>Á²¸¿ ��U>�¿Á�¿>¿U��¸É�gµ¿ ��¿�9¿ �¸�²Á¿ ��U>�¿Á�¿>¿

>��t�µ��>�\¿Á�g¿¸Á�µÓ\¿¡�Ñgµ¿>�_¿Ð>�Ég¿�t¿��U>�¿¡µ�Uɵg�g�Á¿Ñ�É�_¿��g\¿��Á¿��¿Á�g¿U��¸É�gµ¿ygÁÁ��y¿>¿¡µ�_ÉUÁ¿

��U>�¿Á�¿Á�g�\¿LÉÁ¿��¿¸É¡¡�µÁ��y¿>¿U��¡>�Ó¿Á�>Á¿¸É¡¡�µÁ¸¿�Á¸¿���g¿µgy���²¸¿>yµ�UÉ�Áɵg¦¿/��¸¿�¸¿��Á¿Á�g¿��¸Á¿

U�����¿��U>�¿t��_¿¸Á�µÓ¿Á��_\¿LÉÁ¿�Á¿�>ÁU�g¸¿>¿Ú�_��y¿�t¿Á��¸¿�g�>�_¿��>�Ó¸�¸[¿/�g¿��¸Á¿U������Ó¿¸g�gUÁg_¿

µg>¸��¿U���gµU�>�¿LÉÓgµ¸¿¸ÉµÐgÓg_¿¡µ�Ð�_g_¿t�µ¿Ñ�Ó¿Á�gÓ¿LÉÓ¿��U>�¿t��_¸¿�¸¿Á�¿¸É¡¡�µÁ¿Á�g¿��U>�¿gU����Ó¦¿

��µ¿>��Á�gµ¿���_¿�t¿U��¡>�Ó\¿�Á¿U�É�_¿Lg¿��g¿¡µ�_ÉUÁ¿�µ¿��g¿¡>µÁ¿�t¿Á�g�µ¿U��¡>�Ó¿¡�µÁt����¿Á�>Á¿g�y>yg¸¿��U>�¦¿

���¿U>�¿�g�¡¿_µ>Ñ¿�ÉÁ¿Á��¸g¿�¡¡�µÁÉ��Á�g¸¦¿/�gÓ¿���Ñ¿Á�g�µ¿¡>µÁ�U�¡>Á��y¿Lɸ��g¸¸g¸¿¯��¿>�_¿�ÉÁ°¿>�_¿U>�¿y�¿

��Á�¿Á�>Á¿�gÐg�¿�t¿Lɸ��g¸¸¿¡�>����y\¿¡µ�_ÉUÁ¿_gÐg��¡�g�Á¿>�_¿¸É¡¡�µÁ��y¿�g�Lgµ¸¿��¿LÉ��_��y¿�gÑ¿Lµ>�_¸¿

and product lines.

7���g¿��U>�¿t��_¿>¡¡g>µ¸¿��¿��_ɸÁµÓ¿µg¡�µÁ¿>tÁgµ¿��_ɸÁµÓ¿µg¡�µÁ¿>¸¿¯Áµg�_��y°¿>�_¿_g�>�_¿�¸¿yµ�Ñ��y\¿�>�Ó¿

processors argue that demand for local still represents a very small percentage of overall demand for food. For

Á��¸¿¸gUÁ�µ¿>L�Ðg¿>��¿�Á�gµ¸\¿¡µ�_ÉUÁ¿U�>µ>UÁgµ�¸Á�U¸¿���g¿¡µ�_ÉUÁ¿¡>U�¿¸�×g¿>�_¿

consistency rise to the top.

One approach to increasing the amount of food that travels from regional farms

Á�¿��É�¸Ð���g¿¡µ�Ug¸¸�µ¸¿£>�_¿Á�g�¿��¿Á�¿U��¸É�gµ¸¤¿Ñ�É�_¿Lg¿Á�¿Uµg>Ág¿>¿¡gµ-

t�µ�>�Ug�L>¸g_¿��Ug�Á�Ðg¿¡µ�yµ>�¿t�µ¿¡µ�Ug¸¸�µ¸¿��Ágµg¸Ág_¿��¿��Áµ�_ÉU��y¿��-

U>�¿ t��_¸¿Á�¿Á�g�µ¿ ¸É¡¡�Ó¿U�>��¸\¿ ��¿�gg¡��y¿Ñ�Á�¿Á�g¿¸ÉUUg¸¸tÉ�¿��_g�¿�t¿ Á�g¿

�9¿*µ�É_¿,g¸Á>ɵ>�Á¿,gÑ>µ_¸¿¡µ�yµ>�¦¿7�Á�¿tÉ�_��y¿tµ��¿Á�g¿�9¿�yµ�UÉ�Áɵ>�¿

�gÐg��¡�g�Á¿�>µ_\¿Á�g¿,g¸Á>ɵ>�Á¿,gÑ>µ_¸¿¡µ�yµ>�¿¡µ�Ð�_g¸¿>¿µgL>Ág¿�t¿É¡¿

Á�¿ÇÙæ¿��¿���gÓ¿µg¸Á>ɵ>�Á¸\¿U>Ágµgµ¸¿>�_¿��¸Á�ÁÉÁ���>�¿t��_¿¸gµÐ�Ug¿¡µ�Ð�_gµ¸¿

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Conclusion and Recommendations: Using this study

Page 52: Seed Capital Kentucky Demand Study

52

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��y¿Ñ�Á�¿yµ�Ñgµ¸¿Á�¿Áµ�>�¿�gÑ¿Ð>µ�gÁ�g¸¿Á�>Á¿��y�Á¿g��>�Ug¿>¿�gÑ¿¡µ�Ug¸¸g_¿¡µ�_ÉUÁ¦

Conclusion and Recommendations: Using this study

Page 53: Seed Capital Kentucky Demand Study

53

The Metrics

�UU�µ_��y¿Á�¿Á�g¿�g�ÁÉU�Ó¿�g¡>µÁ�g�Á¿�t¿�yµ�UÉ�Áɵg\¿Á�g¿�g�ÁÉU�Ó¿*µ�É_¿,g¸Á>ɵ>�Á¿,gÑ>µ_¸¿*µ�yµ>�¿̄ µg��-

Lɵ¸g_¿��µg¿Á�>�¿e�Ç�\ÙÙÙ¿Á�¿�¼Ù¿¡>µÁ�U�¡>Á��y¿µg¸Á>ɵ>�Á¸¿��¿ÇÙ��\¿>��É�Á��y¿Á�¿>¿t>µ�¿��¡>UÁ¿�t¿��µg¿Á�>�¿

ellu\ÙÙÙ¦°ul¿�t¿Á�g¸g¿Lɸ��g¸¸g¸¿��¿>Ðgµ>yg¿µgUg�Ðg_¿>¿µgL>Ág¿t�µ¿>L�ÉÁ¿�w¦½æ¿�t¿Á�g�µ¿�9¿*µ�É_¿¡ÉµU�>¸g¸\¿Á�g�¿

��¿>Ðgµ>yg¿g>U�¿Lɸ��g¸¸¿µgUg�Ðg_¿>¿µgL>Ág¿�t¿>L�ÉÁ¿e¼u�¿>�_¿̧ ¡g�Á¿>L�ÉÁ¿eu\ÇÙ½¿��¿��U>�¿t��_¿t�µ¿Ñ��U�¿Á�gÓ¿

¸ÉL��ÁÁg_¿µgL>Ág¿¡>¡gµÑ�µ�¦¿Éµµg�Á�Ó\¿�¼Ç¿µg¸Á>ɵ>�Á¸\¿¸U����¿_�¸Áµ�UÁ¸\¿>�_¿�Á�gµ¿��¸Á�ÁÉÁ���>�¿_����y¿¸gµÐ�Ug¸¿

>µg¿��¸Ág_¿>¸¿¡>µÁ�U�¡>Á��y¿��¿Á�g¿,g¸Á>ɵ>�Á¸¿,gÑ>µ_¸¿¡µ�yµ>�¦u� If each of these 172 participating commercial

LÉÓgµ¸¿ µgUg�Ðg_¿ Á�g¿�>Ò��É�¿ µgL>Ág¿>Ð>��>L�g¿ £e�Ç\ÙÙÙ¤\¿ Á�g¿,g¸Á>ɵ>�Á¿,gÑ>µ_¸¿ µgL>Ág¿LÉ_ygÁ¿ t�µ¿ ÇÙ�ÿ

Ñ�É�_¿Lg¿eÇ\Ù½w\ÙÙÙ¦¿��_¿�t¿Á�>Á¿LÉ_ygÁ¿µg¡µg¸g�Ág_¿�w¦½æ¿�t¿Á�g¿�9¿*µ�É_¿¡ÉµU�>¸g¸¿�>_g¿LÓ¿¡µ�yµ>�¿¡>µ-

Á�U�¡>�Á¸\¿Á�g¿¡µ�yµ>�¿U�É�_¿µg¸É�Á¿��¿>Á¿�g>¸Á¿e�w¦�½¿�������¿��¿¸>�g¸¿�t¿�9¿*µ�É_¿t��_¸¦

�¿�>µygµ¿¡gµ�Óg>µ¿µgL>Ág¿Ug����y¿��y�Á¿Lg¿µgªÉ�µg_¿t�µ¿>¿¡µ�Ug¸¸�µ¿µgÑ>µ_¸¿¡µ�yµ>�¿LgU>ɸg¿Á�g¿¡µ�Ug¸¸��y¿

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t��_¿¸gµÐ�Ug¿¸gUÁ�µn¡µ�Ug¸¸�µ¸¿¸ÉµÐgÓg_¿t�µ¿Á��¸¿�g�>�_¿��>�Ó¸�¸¿¸¡g�Á¿>���¸Á¿ÚÐg¿Á��g¸¿��µg¿��¿t��_¿g>U�¿

Óg>µ¿Á�>�¿¸ÉµÐgÓg_¿µg¸Á>ɵ>�Á¸¦¿�gÁ>��g_¿�>µ�gÁ¿µg¸g>µU�¿Ñ�É�_¿Lg¿µgªÉ�µg_¿Á�¿_gÁgµ���g¿Ñ�>Á¿>�¿gttgUÁ�Ðg¿

��Ug�Á�Ðg¿ Ug����y¿Ñ�É�_¿ Lg¦¿ �t¿ �>�t¿ �t¿ Á�g¿ ¡�Ág�Á�>�¿ ,g¸Á>ɵ>�Á¿ ,gL>Ág¿ LÉ_ygÁ¿ £��Á¿ Uɵµg�Á�Ó¿ Lg��y¿ µgUg�Ðg_¿

LÓ¿Lɸ��g¸¸g¸\¿e�\ÙÃÇ\ÙÙÙ¤¿Ñgµg¿_�ÐgµÁg_¿Á�¿Uµg>Ág¿>¿¡���Á¿�9¿*µ�É_¿*µ�Ug¸¸�µ¿,gÑ>µ_¸¿¡µ�yµ>�\¿Ñ�Á�¿>�¿

>��É>�¿µgL>Ág¿Ug����y¿�t¿eÇw\ÙÙÙ¿¡gµ¿¡>µÁ�U�¡>�Á¿£>¿�>µygµ¿Ug����y¿¸��Ug¿Á�g¿>Ðgµ>yg¿¡µ�Ug¸¸��y¿U��¡>�Ó¿�>¸¿>¿

¸ÉL¸Á>�Á�>��Ó¿�>µygµ¿t��_¿¡ÉµU�>¸��y¿LÉ_ygÁ¿>�_¿Á�ɸ¿Á�g¿��Ug�Á�Ðg¿Ñ�É�_¿�gg_¿Á�¿Lg¿��y�gµ¤¿>�_¿¡µ�Ug¸¸�µ¸¿

Ñgµg¿�ttgµg_¿É¡¿Á�¿ÇÙæ¿��¿µgL>Ág¸¿��¿¡ÉµU�>¸g¸¿�t¿�9¿*µ�É_¿t��_¸\¿wÿ¡µ�Ug¸¸��y¿Lɸ��g¸¸g¸¿¸Á>ÁgÑ�_g¿U�É�_¿

¡>µÁ�U�¡>Ág¦¿�t¿Á�gÓ¿>��¿µgUg�Ðg_\¿>¸¿,g¸Á>ɵ>�Á¿,gÑ>µ_¸¿¡>µÁ�U�¡>�Á¸¿�>Ðg\¿>�¿>Ðgµ>yg¿µgL>Ág¿�t¿�w¦½æ\¿*µ�Ug¸¸�µ¿

,gÑ>µ_¸¿Ñ�É�_¿_µ�Ðg¿>Á¿�g>¸Á¿e¼\ÙlÙ\½�l¿��¿̧ >�g¸¿�t¿��U>��Ó¿¡µ�_ÉUg_¿t��_¸¿LÓ¿t>µ�gµ¸¿>�_¿�9¿*µ�É_¿Lɸ��g¸¸g¸¿

��¿�Á¸¿Úµ¸Á¿Óg>µ¦¿

��U>�¿ t��_¿ ¡µ�Uɵg�g�Á¿ �>¸¿ Á�g¿ ¡�Ág�Á�>�¿ Á�¿ �g>_¿ Á�¿ ��L¿ Uµg>Á���¿Ñ�Á���¿ Á�g¿ t��_¿ ¡µ�Ug¸¸��y¿ ¸gUÁ�µ[¿ �gÑ¿

¡�¸�Á���¸¿t�µ¿¡µg�¡µ�Ug¸¸��y¿��yµg_�g�Á¸¿Á�>Á¿��y�Á¿Lg¿µgUg�Ðg_¿��¿>¿��µg¿µ>Ñ¿�µ¿Ñ���g¿¸Á>Ág»¿¸�ɵU��y¿��U>�¿

��yµg_�g�Á¸¿µgªÉ�µg¸¿>__�Á���>�¿Á��g¿>�_¿¸����¸¿µg¸É�Á��y¿��¿>__�Á���>�¿¡ÉµU�>¸��y¿¸Á>tt¿¡�¸�Á���¸¿�µ¿��ɵ¸»¿Lµ>�_¿

gÒÁg�¸���¸¿�µ¿�gÑ¿¡µ�_ÉUÁ¿���g¸¿U�É�_¿Lg¿Uµg>Ág_¿Á�¿¡µ���Ág¿Á�g¿��U>�¿¸�ɵU��y¿Ñ��U�¿U�É�_¿É¡��tÁ¿U��¡>�Ó¿

¸>�g¸¿�Ðgµ>��»¿>�_¿¸Á�µÓÁg����y¿Ð�¸�D�Ð�¸¿��Ñ¿ ��yµg_�g�Á¸¿Ñgµg¿¸�ɵUg_¿�µ¿Á�g¿¸�y��ÚU>�Ug¿�t¿¡�>Ug¾�µ�y��¿Á�¿

>¿ t��_¿ ¡µ�_ÉUÁ¿ U�É�_¿ yg�gµ>Ág¿ �gÑ¿�>µ�gÁ��y\¿ U���É��U>Á���¸\¿ >�_¿ ¡ÉL��U¿ µg�>Á���¸¿ ¸Á>tt¿ �gg_¸¿Ñ�Á���¿ >¿

U��¡>�Ó¦¿ >Á���>��Ó\¿e�\ÙÙÙ\ÙÙÙ¿��¿¸>�g¸¿��¿Á�g¿t��_¿¡µ�Ug¸¸��y¿��_ɸÁµÓ¿�¸¿g¸Á��>Ág_¿Á�¿yg�gµ>Ág¿���g¿�gÑ¿

tÉ��¿ Á��g¿ ��L¸¦60¿/�g¿��É�¸Ð���g�L>¸g_¿����¡µ�ÚÁ¿���É��ÁÓ¿ ���_¿����>�Ug¿ £��¤¿�>¸¿ U�Ág_¿>�¿g�¡��Ó�g�Á¿

multiplier of 1.561\¿�g>���y¿Á�>Á¿�t¿��U>�¿t��_¿¡µ�Uɵg�g�Á¿��¿Á�g¿¡µ�Ug¸¸��y¿¸gUÁ�µ\¿¸Á��É�>Ág_¿LÓ¿>�¿��Ug�Á�Ðg¿

¡µ�yµ>�\¿Ñgµg¿Á�¿yg�gµ>Ág¿e�\ÙÙÙ\ÙÙÙ¿��¿�gÑ¿¸>�g¸¿t�µ¿Á��¸g¿Lɸ��g¸¸g¸¿��¿Á�g¿¡µ�yµ>�²¸¿Úµ¸Á¿Óg>µ\¿>¸¿�>�Ó¿

>¸¿�w¿tÉ���Á��g¿��L¸¿U�É�_¿Lg¿Uµg>Ág_¦

/�g¿�gÁµ�U¸¿�t¿¸ÉUUg¸¸¿>�_¿��¡>UÁ¿Ñ�Á�¿>¿¡µ�yµ>�¿���g¿Á��¸¿gÒÁg�_¿L>U�¿tµ��¿Á�g¿¡µ�Ug¸¸��y¿U��¡>�Ó¿Á�µ�Éy�¿

the food supply chain and have the potential to positively impact farm expansion, farm-gate income, and

¸Á>L�g¿���t>µ�¿g�¡��Ó�g�Á\¿t>UÁ�µ¸¿Ñ��U�¿¸gÐgµ>�¿t>µ�gµ¸¿��ÁgµÐ�gÑg_¿t�µ¿Á��¸¿¡µ��gUÁ¿��Ág_¿µg¸Áµ>��g_¿Á�g�µ¿

¡�Ág�Á�>�¿t�µ¿yµ�ÑÁ�¿Á�¿¸gµÐg¿�>µygµ¿�>µ�gÁ¸¦¿�UU�µ_��y¿Á�¿>¿ÇÙ��¿1-��¿¸ÁÉ_Ó\¿gÐgµÓ¿e�¿�������¿>¿¡µ�_ÉUgµ¿¸g��¸¿

��Á�¿µgy���>�¿�>µ�gÁ¸¿yg�gµ>Ág¸¿�ÿtÉ��¿Á��g¿�¡gµ>Á�µ¿��L¸¿£¡�ɸ¿¡>µÁ¿Á��g¿>�_¿¸g>¸��>�¿��L¸¤\¿U��¡>µg_¿Ñ�Á�¿Ã¿

ul �ÁÁ¡[¾¾ÑÑѦ�Ó>yµ¦U��¾¡µ¾�gѸUg�Ágµ¾��>¸�>�¡>ÁÁgµ�¸�,g¸Á>ɵ>�Á�,gÑ>µ_¸�¡µ�yµ>��>tÁgµ�¡�¡É�>µ��g�ÁÉU�Ó�*µ�É_����Á�>Á�Ðg¦�Á�

u� ¿�ÁÁ¡[¾¾ÑÑѦ�Ó>yµ¦U��¾�>µ�gÁ��y¾µg¸Á>ɵ>�Á�µgÑ>µ_¸�¡µ�yµ>�¦�Á��

60 �ÁÁ¡[¾¾L��y¸¦g_t¦�µy¾µg¸Á�µ>Á���>�_µg¸���g�Ug¾ÇÙ�Ù¾ÙǾÇw¾gU�����U�µ>Á��¸�>�_�g�¡��Ó�g�Á��É�Á�¡��gµ¸��g>Ú�y�Á�µ�Éy��Á�g����y�¾

61 Bringing Kentucky’s Farm and Food Economy Back Home. CFA, 2003.

Conclusion and Recommendations: Using this study

Page 54: Seed Capital Kentucky Demand Study

54

��L¸¿Uµg>Ág_¿LÓ¿Á�g¿¸>�g¿t>µ�¿¸>�g¸¿�>_g¿�ÉÁ¸�_g¿Á�g¿µgy���¦62 Seven million dollars in local food purchases

_µ�Ðg�¿LÓ¿>¿*µ�Ug¸¸�µ¿,gÑ>µ_¸¿¡µ�yµ>�¿U�É�_¿yg�gµ>Ág¿��¿tÉ��¿Á��g¿t>µ�¿�¡gµ>Á�µ¿��L¸¦¿�ɵÁ�gµ\¿��¿�>¸¿U�Ág_¿

g�¡��Ó�g�Á¿�É�Á�¡��gµ¸¿t�µ¿�g�ÁÉU�Ó¿>yµ�UÉ�Áɵ>�¿¡µ�_ÉUÁ���¿>Á¿�¦Ã\¿�g>���y¿Á�>Á¿Á��¸g¿�gÑ¿��¿t>µ�¿�¡gµ>Á�µ¿

��L¸¿U�É�_¿yg�gµ>Ág¿>�¿>__�Á���>�¿Ç¼¿t>µ�¿¸gµÐ�Ug¿¸gUÁ�µ¿��L¸¿t�µ¿�g�ÁÉU��>�¸¦

7���g¿��Ðg¸Á�g�Á¿Ñ�É�_¿�gg_¿Á�¿Lg¿�>_g¿��¿��Ug�Á�Ðg¸¿t�µ¿¡µ�Ug¸¸�µ¸\¿¸É¡¡�µÁ¸¿t�µ¿t>µ�gµ¸¿Ñ�¸���y¿Á�¿>UUg¸¸¿

Á�g¸g¿�gÑ¿�>µ�gÁ¸¿Ñ�É�_¿>�¸�¿�gg_¿Á�¿Lg¿¡ÉÁ¿��¿¡�>Ug¦¿��µ¿Á�g¿¡Éµ¡�¸g¸¿�t¿Á��¸¿U>¸g¿¸ÁÉ_Ó\¿¸gÐgµ>�¿t>µ�gµ¸¿

Ñgµg¿ >¸�g_¿ Á�¿ ��>y��g¿ Á�>Á¿ Á�gµg¿Ñ>¸¿ ¡�Ág�Á�>�¿ Á�¿ ¡�>�Á¿ >�¿ >Uµg¿ �t¿ Á��>Á�g¸¿ t�µ¿ >¿ ¡µ�Ug¸¸��y¿ U��¡>�Ón

Ñ�>Á¿Ñ�É�_¿�gg_¿Á�¿�>¡¡g�¿Á�¿

�>�g¿Á�g¿_g>�¿Ñ�µ�¿>�_¿�>�g¿�Á¿

>¿_g>�¿Ñ�µÁ�¿Ñ�µ���y¿t�µ«¿"�g¿

t>µ�gµ¿ ��Ág_¿ Á�>Á¿ �g¿ Ñ�É�_¿

need a contract that stated that

�t¿ ªÉ>��ÁÓ¿ ¸Á>�_>µ_¸¿Ñgµg¿ �gÁ\¿

Á�g¿ ¡µ�Ug¸¸�µ¿Ñ�É�_¿¡ÉµU�>¸g¿

>¿ ¸¡gU�Úg_¿ Ð��É�g¿ �t¿ ¡µ�_-

uct at an agreed upon price. A

y��_¿¡µ�Ug\¿ �g¿ Á��Éy�Á\¿Ñ�É�_¿

Lg¿ >L�ÉÁ¿ ¼u¿ Ug�Á¸¿ ¡gµ¿ ¡�É�_\¿

enough to support him if yields

g�_g_¿É¡¿Lg��y¿ªÉ�Ág¿��Ѧ¿

This farmer already has the on-

farm staff in place to take on a

UɸÁ��gµ¿ ��¿ Á��¸¿ Ñ>Ó¦¿ �g¿ g¸Á�-

mated that his operational costs

Ñ�É�_¿ ��U�É_g¿ >�¿ g¸Á��>Ág_¿

wÙÙ¿ �>����ɵ¸¿ £U�¸Á��y¿ >L�ÉÁ¿

$5,000) per acre of staked to-

�>Á�¿ ¡�>�Á¸\¿ ¡�ɸ¿ >L�ÉÁ¿ el\½wÙ¿

in seed, inputs, packing, storing,

etc. In considering capital costs

�g¿Ñ�É�_¿t>Ug\¿�g¿��Ág_¿Á�>Á¿�g¿

Ñ�É�_¿ >�¸�¿ �gg_¿ Á�¿ ��Ðg¸Á¿ ��¿ >¿

yµ>_��y¿ >�_¿ ¡>U���y¿ ���g\¿Ñ��U�¿

_g¡g�_��y¿��¿Á�g¿¸�×g¿>�_¿>yg¿�t¿Á�g¿gªÉ�¡�g�Á\¿Ñ�É�_¿Lg¿eÇ\ÙÙÙ�l\ÙÙÙ¦¿�¿y��_¿Ó�g�_¿tµ��¿Á�>Á¿>Uµg¿Ñ�É�_¿Lg¿

>L�ÉÁ¿�u¿Á��¸\¿µg¸É�Á��y¿��¿eÇÇ\uÙÙ¿��¿yµ�¸¸¿��U��g\¿µg¸É�Á��y¿��¿el\l½Ù¿��¿¡µ�ÚÁ¿¡gµ¿>Uµg¿£��Á¿U�É�Á��y¿Á�g¿U>¡�Á>�¿

machinery investment).

�g¿��Ág_¿Á�g¿��¡�µÁ>�Ug¿�t¿¸Áµ��y¿µg�>Á���¸��¡¸¿LgÁÑgg�¿t>µ�gµ¸¿>�_¿LÉÓgµ¸\¿��¿Ñ��U�¿t>µ�gµ¸¿U���É��U>Ág¿

>�_¿LÉÓgµ¸¿É�_gµ¸Á>�_¿��Ñ¿¡gµ�¸�>L�g¿¡µ�_ÉUg¿ �¸¿>Á¿¡g>�¿ µ�¡g�g¸¸»¿ ��¿Ñ��U�¿LÉÓgµ¸¿>µg¿¡µg¡>µg_¿Á�¿Á>�g¿

¡µ�_ÉUÁ¿Ñ�g�¿�Á²¸¿µg>_Ó¿>�_¿Lg¸Á»¿��¿Ñ��U�¿LÉÓgµ¸¿>µg¿ÐgµÓ¿U�g>µ¿>L�ÉÁ¿¸Á>�_>µ_¸¿>�_¿¡>Ó�g�Á¿¸U�g_É�g¸¦¿/�g¿

t>µ�gµ¿Ñ>¸¿g�Á�ɸ�>¸Á�U¿>L�ÉÁ¿Á��¸¿���_¿�t¿µg�>Á���¸��¡\¿��Á��y¿Á�>Á¿�Á¿Ñ�É�_¿¯>���Ñ¿>¿t>µ�gµ¿Á�¿�>�g¿Á�g¿U>¡�Á>�¿

��Ðg¸Á�g�Á¿�gUg¸¸>µÓ¿Á�¿¡µ�_ÉUg¿>�_¿_g��Ðgµ¿>¿_g¸�µg_¿¡µ�_ÉUÁ¿Á�¿>¿¸Á>L�g¿LÉÓgµ°¿>�_¿U�É�_¿µg¸É�Á¿��¿¯��µg¿

¸Á>L�g¿t>µ�¿��U��g¦°

62 ���Ñ¿9�ɵ¿�>µ�gµ¿���Ñ¿9�ɵ¿���_¿��¡>¸¸¦¿1��Ág_¿-Á>Ág¸¿�g¡>µÁ�g�Á¿�t¿�yµ�UÉ�Áɵg\¿ÇÙ�Ç

More Local Foods From Farm to Processor

Opportunity: ÉÓgµ¸¿Ñ>�Á¿Á�¿¡ÉµU�>¸g¿��U>��Ó¿¡µ�Ug¸¸g_¿t��_¸\¿LÉÁ¿tgÑ¿_�¿¸�¿��Ѧ

Approach:¿ ÒÁg�_¿Á�g¿¸ÉUUg¸¸tÉ�¿>�_¿¡µ�Ðg�¿�9¿*µ�É_¿,g¸Á>ɵ>�Á¿,gÑ>µ_¸¿¡µ�yµ>�¿Á�¿��Ug�Á�Ð�×g¿��U>�¿¡µ�Uɵg�g�Á¿LÓ¿¡µ�Ug¸¸�µ¸¦

Convener:¿��Ðgµ��g�Á¿¸gUÁ�µ[¿���\¿��¿¸É¡¡�µÁ¿�t¿Á�g¿private sector.

Players: KDA, The Agricultural Development Board, food ¡µ�Ug¸¸��y¿Lɸ��g¸¸g¸\¿¡µ�_ÉUgµ¸¦

Investment: e�\ÙÃÇ\ÙÙÙ¿��¿��U>�¿t��_¿µgL>Ág¸¦

Results: e¼\ÙlÙ\½�l¿��¿¸>�g¸¿�t¿��U>��Ó¿¡µ�_ÉUg_¿t��_¸¿µg¸É�Á��y¿��¿��l¿t>µ�¿¸gUÁ�µ¿��L¸¦¿ gÑ¿¡µ�_ÉUÁ¿>�_¿Lµ>�_¿_gÐg��¡�g�Á¿�¡¡�µÁÉ��Á�g¸¿t�µ¿t��_¿¡µ�Ug¸¸�µ¸¦¿��ɵÁgg�¿t��_¿¡µ�Ug¸¸��y¿¸gUÁ�µ¿��L¸¿Uµg>Ág_¿¡gµ¿�������¿of sales generated.

Conclusion and Recommendations: Using this study

Page 55: Seed Capital Kentucky Demand Study

55

Conclusion

�¸¿Ñ�Á�¿>�Ó¿�gÑ¿���Á�>Á�Ðg\¿>�¿g¸¸g�Á�>�¿g�g�g�Á¿�t¿>¿*µ�Ug¸¸�µ¿,gÑ>µ_¸¿¡µ�yµ>�¿Ñ�É�_¿Lg¿Áµ>U���y¿�t¿Á�g¿

program’s success. Such evaluation is essential to demonstrate the value of investments in local food system

��tµ>¸ÁµÉUÁɵg\¿Lg¿�Á¿¡�Ó¸�U>�¿��tµ>¸ÁµÉUÁɵg¿£���g¿¡>U���y¿�µ¿tµgg×��y¿���g¸¤\¿�É�>�¾¸Á>tt¿U>¡>U�ÁÓ¿£¸ÉU�¿>¸¿Á�g¿

�>µ�¿Á�¿/>L�g¿��µ_��>Á�µ¤\¿�>µ�gÁ��y¿��tµ>¸ÁµÉUÁɵg¿£¸ÉU�¿>¸¿Lµ>�_¸¿Á�>Á¿¡µ�Ug¸¸�µ¸¿�>Ó¿Uµg>Ág¿�µ¿Á�g¿�9¿

*µ�É_¿Lµ>�_¿�Á¸g�t¤\¿�µ¿��tµ>¸ÁµÉUÁɵg¿�t¿>��Á�gµ¿���_¦¿7���g¿_g¡g�_��y¿É¡��¿Á�>Á¿��tµ>¸ÁµÉUÁɵg¿t�µ¿�Á¸¿¸ÉU-

Ug¸¸\¿>¿*µ�Ug¸¸�µ¿,gÑ>µ_¸¿¡µ�yµ>�n>�_¿gÐ>�É>Á���¿�t¿Á�>Á¿¡µ�yµ>��¿¸��É�_¿_g���¸Áµ>Ág¿Á�g¿Ð>�Ég¿�t¿Á�>Á¿

��tµ>¸ÁµÉUÁɵg¿Á�¿_µ�Ðg¿U��Á��Ég_¿��Ðg¸Á�g�Á¿>�_¿yµ�ÑÁ�¦¿-ÉU�¿gÐ>�É>Á���¸\¿Áµ>U���y¿��U>�¿t��_¿¡ÉµU�>¸g¸¿LÓ¿

U���gµU�>�¿LÉÓgµ¸¿��¿��É�¸Ð���g¿t�µ¿��¸Á>�Ug\¿U�É�_¿Lg¿U>µµ�g_¿�ÉÁ¿>��É>��Ó¿LÓ¿>�¿��Ágµg¸Ág_¿Á��µ_¿¡>µÁÓ¿¸ÉU�¿

as Seed Capital Kentucky.

���¿�>¸¿>¿¸gµ�g¸¿�t¿Á���¸¿>Ð>��>L�g¿Ñ�g�¿Ñ�µ���y¿Ñ�Á�¿t��_¿¡µ�Ug¸¸��y¿U��¡>��g¸\¿¸��g¿µg�>Ág_¿Á�¿�>µ�gÁ¿

_gÐg��¡�g�Á\¿�Á�gµ¸¿Á�¿¡µ�_ÉUÁ¿_gÐg��¡�g�Á\¿¸Á���¿�Á�gµ¸¿µg�>Ág_¿Á�¿U�¸Á¿¸>Ð��y¦¿�¿¡µ�yµ>�¿���g¿Á��¸¿Ñ�É�_¿

Lg¿>��Á�gµ¿Á���¿��¿Á�g�µ¿Á�����Á\¿>¿Á���¿¸¡gU�ÚU¿Á�¿��U>�¿t��_¿>�_¿>¿¡>Á�Ñ>Ó¿��Á�¿>¿U��Ðgµ¸>Á���¿>L�ÉÁ¿��U>�¿

¡µ�Uɵg�g�Á¿Á�>Á¿µg�>��¸¿>¿µ>µ�ÁÓ¿��¿Á�g¿t��_¿¡µ�Ug¸¸��y¿¸gUÁ�µ¦¿�¸¸É���y¿¸ÉU�¿>¿¡µ�yµ>�¿Ñ>¸¿¸gg�¿Á�¿>��y�¿

Ñ�Á�¿Á�g¿¸Á>Ág²¸¿>�_¿�gttgµ¸��¿�É�ÁÓ²¸¿¡�>����y¿¡µ��µ�Á�g¸\¿���¿Lg��gÐg¸¿Á�gÓ¿U�É�_¿¸g��¿�Á¦

Conclusion and Recommendations: Using this study

Page 56: Seed Capital Kentucky Demand Study

56

Increasing Healthy Food Options at Retail

The Headlines

T¿ �L�ÉÁ¿uÙæ¿�t¿¸ÉµÐgÓg_¿U��¸É�gµ¸¿¸��¡¿>Á¿¸¡gU�>�ÁÓ¿t��_¿¸Á�µg¸¿>�_¿>Á¿U�µ�gµ¿¸Á�µg¸¦¿

T¿ Survey respondents coming from households of less than $50,000 in annual household income are more dependent on convenience stores and corner stores than are higher income survey µg¸¡��_g�Á¸[¿uw¦¼æ¿£�¼¤¿�t¿��ɸg���_¸¿Ñ�Á�¿��U��g¿�g¸¸¿Á�>�¿euÙ\ÙÙÙ¿¸��¡¿>Á¿Á�g¸g¿¸Á�µg¸¿Ð¸¦¿ww¦læ¿£wl¤¿�t¿Á��¸g¿Ñ�Á�¿��U��g¿�Ðgµ¿e¼u\ÙÙÙ¦

T¿ �ɸÁ¿Çæ�æ¿�t¿��É�¸Ð���g¿�gÁµ�¿>_É�Á¸¿g>Á¿ÚÐg¿�µ¿��µg¿¸gµÐ��y¸¿�t¿tµÉ�Á¸¿>�_¿ÐgygÁ>L�g¸¿g>U�¿_>Ó.

The Opportunity

/�g¿ ��U>�¿ ���_¿�g�>�_¿��>�Ó¸�¸¿ ¸ÉµÐgÓ¿ µg¸É�Á¸¿ µgÐg>�g_¿ Á�>Á¿ >���¸Á¿ ¼Çæ¿�t¿ ��É�¸Ð���g¿ U��¸É�gµ¸¿ >µg¿ >�-

µg>_Ó¿LÉÓ��y¿¸��g¿>��É�Á¿�t¿ ��U>�¿ t��_¿ £Ç�¦uæ¿�t¿>��¿ ¸ÉµÐgÓg_¿U��¸É�gµ¸¿µg¡�µÁ��y¿Á�>Á¿Á�gÓ¿_�¿¸�¿¯tµg-

ªÉg�Á�Ó°¤¦¿�>�Ó¿��µg¿Ñ�É�_¿Lg¿��Ágµg¸Ág_¿��¿¡ÉµU�>¸��y¿��U>�¿

t��_¿�t¿�Á¿Ñgµg¿>Ð>��>L�g¿Á�¿Á�g�¿Ñ�gµg¿Á�gÓ¿>�µg>_Ó¿¸��¡¦¿��-

sumers of all income levels depend on farmers’ markets and

�Á�gµ¿_�µgUÁ¿ tµ��¿ t>µ��Á��Á>L�g¿ >¡¡µ�>U�g¸¿��µg¿>�_¿��µg\¿

>�_¿¸��g¿>��É�Á¿�t¿��U>�¿t��_¿�¸¿>Ð>��>L�g¿��¿�>��¸Áµg>�¿t��_¿

µgÁ>��¿g¸Á>L��¸��g�Á¸¦¿-Á���\¿>�¿�¡¡�µÁÉ��ÁÓ¿µg�>��¸¿Á�¿��Uµg>¸g¿

the prevalence of local food in all kinds of food retail venues,

¸¡gU�ÚU>��Ó¿Á�g¿¸�>��¿yµ�UgµÓ¿>�_¿U�µ�gµ¿¸Á�µg¸¿Á�>Á¿��É�¸Ð��-

��>�¸n¡>µÁ�UÉ�>µ�Ó¿Á��¸g¿Ñ�Á�¿��Ñgµ¿��ɸg���_¿>��É>�¿��U��g¸n_g¡g�_¿��¿t�µ¿Á�g�µ¿t��_¦¿

This case study explores the opportunity to reposition local food as a normalized, rather than specialized, part

�t¿��É�¸Ð���g²¸¿Lµ�>_gµ¿t��_¿¸É¡¡�Ó¦¿��_¿Ñ�gµg>¸¿�Á�gµ¿¸gUÁ���¸¿�t¿Á��¸¿µg¡�µÁ¿t�Uɸ¿��¿��Uµg>¸��y¿>UUg¸¸¿Á�¿��-

U>��Ó¿yµ�Ñ�¿t��_¸¿t�µ¿LÉÓgµ¸¿�t¿>��¿���_¸\¿Á��¸¿U>¸g¿¸ÁÉ_Ó¿gÒ¡>�_¸¿Á�>Á¿t�Uɸ¿>�_¿Á�>Á¿y�>�¿>�_¿>¸�¸[¿How can

>UUg¸¸¿Á�¿>tt�µ_>L�g¿�g>�Á�Ó¿t��_¸¿Lg¿��Uµg>¸g_¿��¿>��¿Ðg�Ég¸¿Ñ�gµg¿U��¸É�gµ¸¿¸��¡«¿��_¿Ñ�g�¿¡�¸¸�L�g\¿

��Ñ¿U>�¿��µg¿�t¿Á�g¿�g>�Á�Ó¿t��_¿Ú����y¿Á�g¸g¿g¸Á>L��¸��g�Á¸¿Lg¿¡µ�Uɵg_¿��U>��Ó«

�¿¡�µÁ���¿�t¿Á�g¿t��_¿_���>µ¸¿Á�>Á¿��Ñ���U��g¿��É�¸Ð���g¿µg¸�_g�Á¸¿̧ ¡g�_¿U��g¿tµ��¿Á�g¿-É¡¡�g�g�Á>�¿ ÉÁµ�Á���¿

�¸¸�¸Á>�Ug¿*µ�yµ>�¿£- �*¤\¿t�µ�gµ�Ó¿���Ñ�¿>¸¿t��_¿¸Á>�¡¸¦¿����¸Á¿eÇ�¼\ÙÙÙ\ÙÙÙ63 SNAP dollars are spent

��¿ �gttgµ¸��¿�É�ÁÓ¿gÐgµÓ¿Óg>µ\¿>�_¿Á�g¿¡µ�yµ>�¿ �¸¿yµ�Ñ��y¦¿ ��¿ÇÙ��\¿ �l¦luæ¿�t¿ �gttgµ¸��¿�É�ÁÓ²¸¿ µg¸�_g�Á¸¿

Ñgµg¿- �*¿¡>µÁ�U�¡>�Á¸\¿É¡¿tµ��¿�½¦Ç¼æ¿��¿ÇÙÙ�¦64¿-��Ug¿ÇÙÙl\¿�gttgµ¸��¿�É�ÁÓ¿�>¸¿�>_¿>¿�½æ¿¡>µÁ�U�¡>Á���¿

��¿- �*\¿�g>���y¿Á�>Á¿�½æ¿�t¿��ɸg���_¸¿Á�>Á¿>µg¿g��y�L�g¿t�µ¿Á�g¿Lg�gÚÁ¿µgUg�Ðg¿�Á¦¿/��¸¿�¸¿>���y¿Á�g¿��y�g¸Á¿

- �*¿¡>µÁ�U�¡>Á���¿ µ>Ág¸¿ ��¿ Á�g¿�>Á���¦¿-Á���\¿ ��¿ÇÙ��\¿Ñ�Á�¿Lg�gÚÁ¸¿>Ðgµ>y��y¿eǼǦ�u¿¡gµ¿ µgU�¡�g�Á¿U>¸g\¿É�-

U�>��g_¿- �*¿Lg�gÚÁ¸¿£Á�>Á¿µg�>����y¿w椿µg¡µg¸g�Ág_¿e�\ÙÃ�\¼Ãw¿Á�>Á¿U�É�_¿�>Ðg¿Lgg�¿U�µUÉ�>Á��y¿Á�µ�Éy�¿

Á�g¿��É�¸Ð���g¿t��_¿gU����Ó\¿LÉÁ¿Ñgµg¿��Á¦65

- �*¿µg_g�¡Á���¿>Á¿t>µ�gµ¸²¿�>µ�gÁ¸¿��¿�g�ÁÉU�Ó¿�¸¿��Á¿Uɵµg�Á�Ó¿Áµ>U�g_¿>Á¿Á�g¿U�É�ÁÓ¿�gÐg�\¿LÉÁ¿¸Á>ÁgÑ�_g\¿��¿

ÇÙ��¿�ɸÁ¿Ù¦ÙÙwæ¿£Hel\uÙÙ¤¿�t¿>��¿- �*¿_���>µ¸¿Ñgµg¿¸¡g�Á¿>Á¿t>µ�gµ¸²¿�>µ�gÁ¸\¿U��¡>µg_¿Ñ�Á�¿Ù¦Ù�½æ¿�>Á���-

>��Ó¦¿9gÁ¿- �*¿µg_g�¡Á���¸¿>Á¿�9¿t>µ�gµ¸²¿�>µ�gÁ¸¿��Uµg>¸g_¿LÓ¿¼¼¦½æ¿tµ��¿ÇÙ�Ù¿Á�¿ÇÙ��66\¿>¸¿��L��g¿g�gUÁµ���U¿

63¿ ¿�ÁÁ¡[¾¾U�t¸¦�Ó¦y�о ,¾µ_���Óµg¸¾�¼Ãul¼Ù�ÙwÙ��w��¼��Ç��ul�¼�½¼ÙÙ¼¾Ù¾��L��g_¦¡_t

64¿ ¿1-��¿���_¿�Á�>¸¿£�gttgµ¸��¿�É�ÁÓ¿�>Á>¤

65 ¯- �*¿�UUg¸¸¿��¿1µL>�¿��gµ�U>[¿�¿�ÁÓ�LÓ��ÁÓ¿-�>¡¸��Á¦°¿�>�É>µÓ¿ÇÙ��\¿/�g¿���_¿,g¸g>µU�¿>�_¿�UÁ���¿g�Ágµ¿£�,�¤\¿7>¸���yÁ��¿�¦¿�,�¿É¸g¸¿ÇÙÙl¿_>Á>¿LgU>ɸg¿>Á¿Á�g¿Á��g¿�t¿¡ÉL��U>Á���\¿Á�>Á¿Ñ>¸¿Á�g¿��¸Á¿µgUg�Á¿Óg>µ¿t�µ¿Ñ��U�¿Ug�¸É¸¿_>Á>¿�¸¿>Ð>��>L�g¿Á�¿U>�UÉ�>Ág¿Á�g¿�É�Lgµ¿�t¿¡g�¡�g¿¡�Ág�Á�>��Ó¿g��y�L�g¿t�µ¿- �*¾���_¿-Á>�¡¸¦

66 1-��¿���_¿>�_¿ ÉÁµ�Á���¿-gµÐ�Ug¸¿g�gÚÁ¸¿,g_g�¡Á���¿��Ð�¸���¿£_>Á>¿t�µ¿>��¿�t¿�g�ÁÉU�Ó¿t�µ¿�>µ�gµ¸²¿�>µ�gÁ¸¤

“A healthy choice should be an easy choice.”

-Steve Tarver, President and CEO, 9��¿�t¿�µg>Ágµ¿��É�¸Ð���g

Conclusion and Recommendations: Using this study

Page 57: Seed Capital Kentucky Demand Study

57Conclusion and Recommendations: Using this study

Lg�gÚÁ¿Áµ>�¸tgµ¿£ /¤¿��tµ>¸ÁµÉUÁɵg¿�>¸¿Lgg�¿�>_g¿��Uµg>¸��y�Ó¿>Ð>��>L�g¿Á�¿g�>L�g¿Á��¸g¿¸>�g¸¦67 This arena is

yµ�Ñ��y¿��¿�g�ÁÉU�Ó¿>�_¿��¿��É�¸Ð���g\¿>�_¿>�¿�¡¡�µÁÉ��ÁÓ¿gÒ�¸Á¸¿Á�¿��Uµg>¸g¿Á�g¿¡>Ug¿�t¿Á�>Á¿yµ�ÑÁ�\¿g�>L���y¿

��µg¿- �*¿_���>µ¸¿Á�¿Lg¿¸¡g�Á¿>Á¿t>µ�gµ¸²¿�>µ�gÁ¸¿��¿�g>�Á�Ó\¿��U>�¿t��_¸¦¿

ÉÁ¿���g¿>��¿_���>µ¸\¿��¸Á¿- �*¿_���>µ¸¿>µg¿̧ ¡g�Á¿��Á¿>Á¿t>µ�gµ¸²¿�>µ�gÁ¸\¿LÉÁ¿>Á¿Lµ�U�¿>�_¿��µÁ>µ¿µgÁ>��¿g¸Á>L��¸�-

�g�Á¸[¿¸É¡gµ�>µ�gÁ¸\¿yµ�UgµÓ¿¸Á�µg¸\¿U�µ�gµ¿>�_¿U��Ðg��g�Ug¿¸Á�µg¸¦¿��µg¿_���>µ¸¿£��U�É_��y¿LÉÁ¿��Á¿����Ág_¿

Á�¿- �*¤¿U>�¿Lg¿¸¡g�Á¿��¿�g>�Á�Ó¿t��_¸¿>Á¿µgÁ>��n>�_¿>�¿��Uµg>¸��y¿>��É�Á¿�t¿�g>�Á�Ó¿t��_¿U�É�_¿U��g¿tµ��¿

��U>�¿t>µ�¿>�_¿t��_¿Lɸ��g¸¸g¸¦¿�Á¿Ñ���¿Á>�g¿��µg¿µg¸�ɵUg¸¿t�Uɸg_¿��¿g�¸Éµ��y¿Á�>Á¿��µg¿Ñ��¿>µg¿g��y�L�g¿

>µg¿µgUg�Ð��y¿Lg�gÚÁ¸\¿��¿�>ÁU���y¿µgÁ>��gµ¸¿¸gg���y¿�g>�Á�Ó¿>�_¾�µ¿��U>�¿t��_¸¿Ñ�Á�¿¸É¡¡��gµ¸¿�t¿Á��¸g¿t��_¸\¿

>�_¿��¿�>Ò���×��y¿��tµ>¸ÁµÉUÁɵg¿Á�>Á¿¸É¡¡�µÁ¸¿��U>�¿t��_¸²¿g�ÁµÓ¿��Á�¿¸É¡¡�Ó¿U�>��¸¿Á�>Á¿>�µg>_Ó¿Ú��¿µgÁ>��gµ¸²¿

shelves.

The Story

One of Louisville’s premiere programs focused on increasing healthy food

>UUg¸¸¿ t�µ¿ ��Ñgµ¿ ��U��g¿U��¸É�gµ¸¿ �¸¿�g>�Á�Ó¿ ��¿>¿�ɵµÓ¦¿"¡gµ>Ág_¿>¸¿>¿

¡>µÁ�gµ¸��¡¿LgÁÑgg�¿Á�g¿�gttgµ¸��¿�É�ÁÓ¿�g¡>µÁ�g�Á¿�t¿�g>�Á�¿>�_¿7g��-

�g¸¸²¸¿g�Ágµ¿t�µ¿�g>�Á�¿ ªÉ�ÁÓ¿>�_¿Á�g¿9��\¿Á�g¿¡µ�yµ>�¿¸É¡¡�µÁ¸¿U�µ�gµ¿

¸Á�µg¸¿��¿��É�¸Ð���g¿�g�y�L�µ���_¸¿Á�>Á¿�>Ðg¿Lgg�¿�_g�Á�Úg_¿>¸¿t��_¿_g¸gµÁ¸¿

£_gÚ�g_¿��¿Á�g¿��ÁgÒÁ¿¸gUÁ���¿�t¿Á��¸¿µg¡�µÁ¤¿Ñ�Á�¿��tµ>¸ÁµÉUÁɵg\¿ÁgU���U>�¿

assistance and merchandising supports to expand the fresh produce selec-

Á���¿��¿Á�g�µ¿¸Á�µg¸¦¿�É�_g_¿��¿¡>µÁ¿LÓ¿>¿�g>�Á�¿>�_¿�É�>�¿-gµÐ�Ug¸²¿��-

�É��Á�g¸¿*ÉÁÁ��y¿*µgÐg�Á���¿Á�¿7�µ�¿£**7¤¿yµ>�Á\¿Á�g¿¡µ�yµ>�¿�>É�U�g_¿

��¿ÇÙÙ�\¿>�_¿�¸¿��Ñ¿É¡¿>�_¿µÉ����y¿��¿¸gÐg�¿��É�¸Ð���g¿U�µ�gµ¿¸Á�µg¸¦½l For

¸Á�µg¸¿Á�>Á¿�>Ðg¿¡µgÐ��ɸ�Ó¿��Á¿¸��_¿tµg¸�¿>�_¿��y��Ó¿¡gµ�¸�>L�g¿t��_¸¿���g¿

tµÉ�Á¸¿>�_¿ÐgygÁ>L�g¸\¿Á�g¿�L¸Á>U�g¸¿>�_¿µ�¸�¸¿>¸¸�U�>Ág_¿Ñ�Á�¿U>µµÓ��y¿Á�g¸g¿

products are numerous: lack of experience handling and selecting produce,

�>U�¿�t¿µg¸�ɵUg¸¿t�µ¿¡µ���Á��y¿�Á\¿�>U�¿�t¿��tµ>¸ÁµÉUÁɵg¿���g¿Ñ>�����¿U���gµ¸¿

��¿Á�g¿L>U���t�Á�g���ɸg¿>�_¿���¸Á�µg¿µgtµ�ygµ>Ág_¿_�¸¡�>Ó¿U>¸g¸¦¿/�µ�Éy�¿

the program, stores receive grant funds for program signage, marketing, display refrigeration, community out-

µg>U�¿¸É¡¡�µÁ\¿ÁgU���U>�¿>¸¸�¸Á>�Ug¿>�_¿��µg\¿Á�g¿���_¿�t¿¡�Ó¸�U>�¿>�_¿��t�µ�>Á���¿��tµ>¸ÁµÉUÁɵg¿Á�>Á¿g�>L�g¸¿

>¿¸�>��¿Lɸ��g¸¸¿�Ñ�gµ¿Á�¿Á>�g¿ÁµÓ¿¸��gÁ���y¿�gÑ¿Á�>Á¿LÉ��_¸¿Á�g�µ¿Lɸ��g¸¸¿>�_\¿��¿Á��¸¿U>¸g\¿Lg�gÚÁ¸¿Á�g¿U��-

�É��ÁÓ¿>Á¿�>µyg¦¿7�Á�¿Á�g¸g¿¸É¡¡�µÁ¸¿��¿¡�>Ug\¿Á�g¿¸gÐg�¿¡>µÁ�U�¡>Á��y¿¸Á�µg¸¿g>U�¿¸g��¿el\ÙÙÙ��\ÙÙÙ¿Ñ�µÁ�¿�t¿

produce every month.

�µ�É�_¿ Á�g¿ U�É�ÁµÓ\¿ >¿ �É�Lgµ¿ �t¿ ¸ÉUUg¸¸tÉ�¿ ¡µ�yµ>�¸¿ >µg¿

Û�ɵ�¸���y¿n¸��g¿µÉ�¿LÓ¿����¡µ�ÚÁ¸\¿�Á�gµ¸¿LÓ¿U�ÁÓ¿>yg�-

U�g¸nÁ�>Á¿¡µ�Ð�_g¿U��¸É�gµ¸¿ £¸��g¿�t¿Á�g�¿- �*¿Lg�gÚ-

U�>µ�g¸¤¿Ñ�Á�¿>__�Á���>�¿_���>µ¸¿Á�¿¸¡g�_¿��¿tµg¸�¿t��_¸¿¡Éµ-

U�>¸g_¿>Á¿t>µ�gµ¸²¿�>µ�gÁ¸¦¿*>µÁ�U�¡>�Á¸¿��¿Á�g¿ gÑ¿9�µ�¿�ÁÓ¿

�g¡>µÁ�g�Á¿�t¿�g>�Á�¿>�_¿�g�Á>�¿�Óy�g�g²¸¿£�"���¤¿�g>�Á�¿

Bucks program receive an additional $2 in Health Bucks for

every $5 in SNAP that they spend on fresh fruits and veg-

gÁ>L�g¸¿>Á¿ 9¿t>µ�gµ¸²¿�>µ�gÁ¸¦¿ 9²¸¿�¸¿Á�g¿�>µyg¸Á¿U�ÁÓ��¡-

erated SNAP incentive program in the country. Like Louisville,

67 E/¿£ �gUÁµ���U¿g�gÚÁ¸¿/µ>�¸tgµ¤¿�¸¿>¿¸Ó¸Ág�¿Á�>Á¿g�>L�g¸¿Á�g¿tg_gµ>�¿y�Ðgµ��g�Á¿Á�¿_�¸Áµ�LÉÁg¿Lg�gÚÁ¸¿¸ÉU�¿>¸¿- �*¿Á�¿¡µ�yµ>�¿¡>µÁ�U�¡>�Á¸¿��¿>¿¡>Ó�g�Á¿U>µ_¿Á�>Á¿tÉ�UÁ���¸¿���g¿>¿_gL�Á¿U>µ_¦¿

½l¿ ¿�ÁÁ¡[¾¾ÑÑѦ��É�¸Ð���g�Ó¦y�о�g>�Á�¾gªÉ�ÁÓ¾�g>�Á�Ó��>�ɵµÓ¦�Á�

Page 58: Seed Capital Kentucky Demand Study

58

9¿µgUg�Ðg¸¿tg_gµ>�¿tÉ�_��y¿Á�µ�Éy�¿**7\¿>�_¿��¿ÇÙ�Ù���\¿�"���¿É¸g_¿>¿¡�µÁ���¿�t¿Á��¸¿tÉ�_��y¿Á�¿yµ�Ñ¿

Á�g¿t>µ�gµ¸²¿�>µ�gÁ¸²¿U>¡>U�ÁÓ¿Á�¿>UUg¡Á¿ /¿U>µ_¸¦¿�g>�Á�¿ÉU�¸¿>µg¿_�¸Áµ�LÉÁg_¿���¸�Ág¿>Á¿t>µ�gµ¸²¿�>µ�gÁ¸\¿

Á�µ�Éy�¿U���É��ÁÓ¿�µy>��×>Á���¸¿£Á�¿��Uµg>¸g¿�ÉÁµg>U�¿Á�¿- �*¿µgU�¡�g�Á¸¿��Á¿ÓgÁ¿¸��¡¡��y¿>Á¿t>µ�gµ¸²¿�>µ-

�gÁ¸¤¿>�_¿LÓ¿�Á�gµ¿�g>�¸\¿>�_¿�"���¿_�¸Áµ�LÉÁg_¿eǽÙ\ÙÙÙ¿��¿�g>�Á�¿ÉU�¸¿��¿ÇÙ��¦¿��L��g_¿Ñ�Á�¿tg_gµ>�¿

- �*¿_���>µ¸¿¸¡g�Á¿>Á¿�>µ�gÁ¸¿Á�µ�Éy�¿Á�g¿¡µ�yµ>�\¿Á�g¿¡µ�yµ>�¿Ñ>¸¿g¸Á��>Ág_¿Á�¿�>Ðg¿yg�gµ>Ág_¿��µg¿Á�>�¿

$642,000 in regional economic activity.½�¿��Ð��y¿- �*¿¸��¡¡gµ¸¿>¿wÙæ¿L��ɸ¿��¿Ñ�>Á¿Á�gÓ²µg¿>�µg>_Ó¿¸¡g�_-

��y¿t�µ¿��U>�¿¡µ�_ÉUg¿�>¸¿�>_¿L�y¿��¡>UÁ¸[¿��g¿¡>µÁ�U�¡>Á��y¿�>µ�gÁ¿µg¡�µÁg_¿eÃwÙ¦½¼¿��¿>Ðgµ>yg¿_>��Ó¿ /¿¸>�g¸¿

¡µ��µ¿Á�¿�>É�U���y¿�g>�Á�¿ÉU�¸¿>�_¿e�\½Ù¼¦ll¿>tÁgµÑ>µ_¸\¿>�¿��Uµg>¸g¿�t¿w¼Ç榿�ɵÁ�gµ\¿>¿¡µ�yµ>�¿gÐ>�É>Á���¿

µgÐg>�g_¿Á�>Á¿¼�æ¿�t¿U��¸É�gµ¸¿>Ág¿��µg¿¡µ�_ÉUg¿>�_¿¼Çæ¿�t¿t>µ�gµ¸¿¸��_¿��µg¿>¸¿>¿µg¸É�Á¿�t¿Á�g¿¡µ�yµ>�¦

/�g¿���¡µ�ÚÁ¿7���g¸��g¿7>Ðg¿�¡gµ>Ág¸¿>�¿����Ð>Á�Ðg¿¡���Á¿¡µ�yµ>�¿U>��g_¿Á�g¿�µÉ�Á¿>�_¿6gygÁ>L�g¿*µg¸Uµ�¡-

Á���¿*µ�yµ>�¿£�6,Ò¤¿Á�>Á\¿ ���g¿�g>�Á�¿ÉU�¸\¿¡µ�Ð�_g¸¿>__�Á���>�¿���gÓ¿t�µ¿tµg¸�¿¡µ�_ÉUg¿L�Éy�Á¿>Á¿t>µ�gµ¸²¿

markets. But rather than linking those dollars to SNAP, Veggie Rx provides them in the form of a “prescription”

t�µ¿��g¿̧ gµÐ��y¿�t¿¡µ�_ÉUg¿g>U�¿_>Ó¿£Ð>�Ég_¿>Á¿e�¤¿¡gµ¿��ɸg���_¿�g�Lgµ¦¿,>Á�gµ¿Á�>�¿- �*¿Lg�gÚU�>µ�g¸\¿�6,Ò¿

Á>µygÁ¿¡>µÁ�U�¡>�Á¸¿>µg¿�ÐgµÑg�y�Á¿>�_¿�Lg¸g¿U���_µg�¿>�_¿¡µgy�>�Á¿Ñ��g�¿>�_¿Á�g�µ¿t>����g¸¦¿/�g¿¡µ�yµ>�¿Uµg-

>Ág¸¿>�_¿_g¡g�_¸¿��¿¸Áµ��y\¿��Ágyµ>Ág_¿¡>µÁ�gµ¸��¡¸¿LgÁÑgg�¿U���É��ÁÓ¿�g�Lgµ¸\¿Á�g�µ¿�g>�Á�¿U>µg¿¡µ�Ð�_gµ¸¿

>�_¿Á�g�µ¿�g�y�L�µ���_¿t>µ�gµ¸²¿�>µ�gÁ¸¿Á�¿U�>�yg¿¡>µÁ�U�¡>�Á¸²¿t��_¿U��¸É�¡Á���¿�>L�Á¸\¿Á�¿�g>¸Éµg¿Á��¸g¿

changes and then to assess their impact on participants’ overall health and community health. The program,

�¡gµ>Ág_¿>Á¿�Ç¿¸�Ág¸¿�>Á���>��Ó¿��¿ÇÙ�Ç\¿�¸¿gttgUÁ�Ðg[¿��¿ÇÙ��\¿�Á¿µg>U�g_¿�\ÇÇÇ¿¡g�¡�g¿Ñ��\¿��¿>Ðgµ>yg\¿¸>Ñ¿>¿Ãlæ¿

_gUµg>¸g¿��¿��¿��¿t�ɵ¿���Á�¸¿�t¿¡µ�yµ>�¿¡>µÁ�U�¡>Á���¦¿/�g¿¡µ�yµ>�¿>�¸�¿µg¸É�Ág_¿��¿>���¸Á¿euÙ\ÙÙÙ¿��¿�gÑ¿

farmers’ market sales.70

�Á¿�¸¿��¡�µÁ>�Á¿Á�¿��Ág¿Á�>Á¿t�µ¿��Ug�Á�Ðg¸¿Á�¿Lg¿����g_¿Ñ�Á�¿- �*¿

_���>µ¸¿>Á¿t>µ�gµ¸²¿�>µ�gÁ¸¿�µ¿>�ÓÑ�gµg¿g�¸g\¿1-��¿Ñ>�Ðgµ¸¿�ɸÁ¿

Lg¿�LÁ>��g_¦¿/�g¿1-��¿ �¸¿ ¸É¡¡�µÁ�Ðg¿�t¿- �*¿ t>µ�gµ¸²¿�>µ�gÁ¿

��Ug�Á�Ðg¿¡µ�yµ>�¸¿>�_¿Ñ�Á�¿�>µ�¿���¿tÉ�_��y¿�>¸¿µgUg�Á�Ó¿É�-

_gµÁ>�g�¿Á�g¿�g>�Á�Ó¿��Ug�Á�Ðg¸¿*���Á¿£��*¤\¿Á�µ�Éy�¿Ñ��U�¿U��-

sumers receive SNAP incentive dollars to spend on fruits and

ÐgygÁ>L�g¸¿��¿µgÁ>��¿g¸Á>L��¸��g�Á¸¿£��U�É_��y¿>¡¡µ�Ðg_¿yµ�UgµÓ¿

stores and corner stores). An in-depth evaluation of the incen-

tives’ impact on healthy food consumption is expected in 2013.

-Á���\¿Ñ���g¿��*¿�¸¿��¿¡���Á¿>�_¿Ág¸Á��y¿¡�>¸g¸\¿>¿¡µ�yµ>�¿���g¿6gyy�g¿

,Ò¿Á�>Á¿_�g¸¿��Á¿����¿��Ug�Á�Ðg¸¿Á�¿- �*¿�µ¿�Á�gµ¿tg_gµ>�¿���gÓ\¿Á��Éy�¿��µg¿U��¡��U>Ág_¿��¿�Á�gµ¿Ñ>Ó¸\¿U�É�_¿

��Ð��Ðg¿tgÑgµ¿µgyÉ�>Á�µÓ¿�ɵ_�g¸¦¿

/�gµg¿�¸¿��Á¿Uɵµg�Á�Ó¿>¿¸Á>Ág�¿�µ¿���¡µ�ÚÁ�¿�¡gµ>Ág_¿¡µ�yµ>�¿Á�>Á¿��Ug�Á�Ð�×g¸¿��U>�¿t��_¿�µ¿tµg¸�¿t��_¿¡Éµ-

U�>¸g¸¿Ñ�Á�¿£�µ¿Ñ�Á��ÉÁ¤¿- �*¿���gÓ¿��¿��É�¸Ð���g\¿�gttgµ¸��¿�É�ÁÓ\¿�µ¿g�¸gÑ�gµg¿��¿�g�ÁÉU�Ó¦¿��É�¸Ð���g¿Ñ�É�_¿

�>�g¿>¿¸Áµ��y¿6gyy�g¿,Ò¿¡���Á¿U�ÁÓ\¿>¿t>µ�gµ¸²¿�>µ�gÁ¿¡µ�yµ>�¿���g¿�g>�Á�¿ÉU�¸¿U�É�_¿Lg¿Uµg>Ág_\¿�µ¿>¿�ÓLµ�_¿�t¿

Á�g¿¡µ�yµ>�¸¿_g¸Uµ�Lg_¿>L�Ðg¿U�É�_¿Lg¿Uµg>Ág_¿t�µ¿��É�¸Ð���g¦¿É��Á¿��¿Á�g¿¸ÉUUg¸¸¿�t¿Á�g¿¸Áµ��y¿gÒ�¸Á��y¿¡>µÁ-

�gµ¸��¡¿LgÁÑgg�¿Á�g¿U�ÁÓ²¸¿�g¡>µÁ�g�Á¿�t¿�g>�Á�¿>�_¿7g���g¸¸¿>�_¿Á�g¿9��¿Á�µ�Éy�¿�g>�Á�Ó¿��¿>¿�ɵµÓ\¿>�_¿

g�y>y��y¿�Á�gµ¿���¡µ�ÚÁ¿�g>_gµ¸¿t�Uɸg_¿��¿�g>�Á�¿>�_¿t��_¿>UUg¸¸\¿>¿- �*¿��Ug�Á�Ðg¿¡µ�yµ>�¿U�É�_¿Lg¿_g-

Ðg��¡g_¿Ñ��U�¿Ñ�É�_¿g�>L�g¿- �*¿¸��¡¡gµ¸¿Á�¿¸¡g�_¿��Ug�Á�Ðg¿_���>µ¸¿>Á¿t>µ�gµ¸²¿�>µ�gÁ¸\¿�g>�Á�Ó¿��¿>¿�ɵµÓ¿

U�µ�gµ¿¸Á�µg¸\¿>�_¿>��¿µgÁ>��¿g¸Á>L��¸��g�Á¸¿Ñ�gµg¿- �*¿�¸¿>UUg¡Ág_¦¿/�¿�gg¡¿Á�g¿¡µ�yµ>�¿¸��¡�g¿t�µ¿U��¸É�gµ¸¿

>�_¿t�µ¿¡>µÁ�U�¡>Á��y¿µgÁ>��gµ¸¿��¿�Á¸¿���Á�>�¿Óg>µ¸\¿Á�g¿¡µ�yµ>�²¸¿g��y�L�g¿t��_¸¿U�É�_¿Lg¿����Ág_¿Á�¿Ñ���g\¿tµg¸�¿tµÉ�Á¸¿

½�¿ ¿�ÁÁ¡[¾¾ÑÑѦ�ÓU¦y�о�Á��¾_��¾�Á��¾U_¡¾U_¡Î¡>�Î�g>�Á�ÎLÉU�¸¦¸�Á��

70 �ÁÁ¡[¾¾Ñ���g¸��gÑ>Ðg¦�µy¾tеҾ

Conclusion and Recommendations: Using this study

Page 59: Seed Capital Kentucky Demand Study

59

>�_¿ÐgygÁ>L�g¸\¿��U>�¿�µ¿��Á¿��U>�¦¿

7�µ�¿>�µg>_Ó¿Lg��y¿É�_gµÁ>�g�¿Á�µ�Éy�¿**7¿Á�¿�g>¸Éµg¿��É�¸Ð����>�¸²¿t��_¿U��¸É�¡Á���¿�>L�Á¸¿U�É�_¿Lg¿gÒ-

¡>�_g_¿Á�¿gÐ>�É>Ág¿��Ñ¿�ÉU�¿��µg¿¡µ�_ÉUg¿�¸¿Lg��y¿¸��_¿>�_¿g>Ág�¿>¸¿>¿µg¸É�Á¿�t¿Á�g¿¡µ�yµ>�¦¿

/�g¿U�ÁÓ²¸¿���¡µ�ÚÁ¿¸gUÁ�µ¿Ñ�É�_¿�>Ðg¿>¿�gÓ¿µ��g¿Á�¿¡�>Ó¿��¿U���É��U>Á��y¿Á�g¿_g�>�_¿t�µ¿��U>�¿>�_¿�g>�Á�Ó¿

foods to existing retailers; providing merchandising supports, culinary education or nutrition information on-site

t�µ¿U��¸É�gµ¸»¿�g>_��y¿Á�g¿U�>µyg¿��¿��Uµg>¸��y¿- �*¿�ÉÁµg>U�¿Á�¿g�¸Éµg¿Á�>Á¿>��¿U��¸É�gµ¸¿g��y�L�g¿t�µ¿Lg�gÚÁ¸¿

>µg¿µgUg�Ð��y¿Á�g�¿>�_¿Á�>Á¿>¸¿�>�Ó¿�t¿Á��¸g¿>¸¿¡�¸¸�L�g¿>µg¿>�¸�¿¡>µÁ�U�¡>Á��y¿��¿Á�g¿U�ÁÓ²¸¿- �*¿��Ug�Á�Ðg¿¡µ�-

yµ>�»¿>�_¿Uµg>Á��y¿>¿�>¡¿>�_¿yÉ�_g¿t�µ¿¡µ�yµ>�¿¡>µÁ�U�¡>�Á¸¿Á�>Á¿U�g>µ�Ó¿_g���¸Áµ>Ág¸¿Ñ�gµg¿��Ug�Á�Ðg¿_���>µ¸¿

U>�¿Lg¿É¸g_¿>�_¿t�µ¿Ñ�>Á¿���_¸¿�t¿t��_¸¦¿

�>µg¿ Á�¿>µg¿ �¸¿ >¿ ¸Áµ��y¿¡�Ág�Á�>�¿ ¡>µÁ�gµ¿ t�µ¿ Á��¸¿Ñ�µ�¦¿/�g¿�µy>��×>Á���¿_�¸Áµ�LÉÁg¸¿��µg¿ Á�>�¿ u\ÙÙÙ\ÙÙÙ¿

pounds of fresh produce each year, including some donations from farmers and a pilot Farm to Food Bank pro-

gram through Capstone Auctions that resulted in 200,000 pounds of local food sent to emergency food provid-

ers in Louisville last year. Further, the organization’s educational programming, Kids Café and Cooking Matters71,

U�É�_¿Lg¿gÒ¡>�_g_¿Á�¿¸gµÐg¿- �*¿��Ug�Á�Ðg¿¡µ�yµ>�¿¡>µÁ�U�¡>�Á¸¦¿

�¸¿�g>�Á�Ó¿��¿>¿�ɵµÓ¿�>¸¿_��g\¿Á�gµg¿�¸¿>�¿�¡¡�µÁÉ��ÁÓ¿Á�¿¡>µÁ�gµ¿��µg¿Ñ�Á�¿gÒ�¸Á��y¿_�¸Áµ�LÉÁ�µ¸¿Ñ��¿t�Uɸ¿��¿

��U>�¿t��_¸¿Á�¿ygÁ¿��µg¿tµg¸�¿t��_\¿��U>�¿Ñ�g�¿¡�¸¸�L�g\¿��Á�¿Ðg�Ég¸¿Á�>Á¿�>Ó¿��Á¿�>Ðg¿¡µgÐ��ɸ�Ó¿U>µµ�g_¿Á��¸g¿

foods. A SNAP/healthy food incentive program could also drive expansion of Healthy in a Hurry into more cor-

�gµ¿¸Á�µg¸¿��¿Á�g¿�g�y�L�µ���_¸¿Ñ�gµg¿tµg¸�¿t��_¿>UUg¸¸¿�¸¿��¸Á¿����Ág_¦

�gÁµ�¿y�Ðgµ��g�Á²¸¿�g¡>µÁ�g�Á¿�t¿ U�����U¿�µ�ÑÁ�¿>�_¿����Ð>Á���\¿>�_¿¸¡gU�ÚU>��Ó¿Á�g¿�>µ�¿Á�¿/>L�g¿�-

�µ_��>Á�µ\¿Ñ�É�_¿�>Ðg¿�gÓ¿µ��g¸¿Á�¿¡�>Ó¿>¸¿Ñg��\¿Ñ�µ���y¿Ñ�Á�¿µgÁ>��¿g¸Á>L��¸��g�Á¸¿Á�¿g�¸Éµg¿Á�>Á¿Á�g�µ¿�ttgµ��y¸¿

Ñgµg¿��U>�¿Ñ�g�gÐgµ¿¡�¸¸�L�g¿>�_¿g�¸Éµ��y¿Á�>Á¿Á��¸g¿µgÁ>��gµ¸¿�>Ðg¿Á�g¿g_ÉU>Á���>�¿>�_¿�>µ�gÁ��y¿�>Ágµ�>�¸¿

Á�¿¡µ���Ág¿��U>�¿¡µ�_ÉUÁ¿Ñ�g�¿�Á¿�-¿>Ð>��>L�g»¿>µÁ�UÉ�>Á��y¿�gÑ¿¸É¡¡�Ó¿U�>��¸¿Á�>Á¿¸gµÐg¿yµ�Ugµ¸¾�gµU�>�Á¸¿�t¿

Ð>µ��ɸ¿¸U>�g¸¿Ñ�Á�¿�g>�Á�Ó¿��U>�¿t��_¸»¿>�_¿��Ðg¸Á��y¿��¿��tµ>¸ÁµÉUÁɵg¿���g¿µgtµ�ygµ>Á���¿Á�>Á¿LgÁÁgµ¿g�>L�g¸¿tµg¸�¿

t��_¿>�_¿��U>�¿t��_¿Á�¿��Ðg¿Á�µ�Éy�¿Á�g¸g¿U�>��g�¸¦¿7���g¿Á�g¿¡µ��>µÓ¿y�>�¿Ñ�É�_¿Lg¿��Uµg>¸��y¿>UUg¸¸¿Á�¿all

tµg¸�¿tµÉ�Á¸¿>�_¿ÐgygÁ>L�g¸\¿��U>�¿t��_¸¿>�_¿Á�g¿gÒ¡gµ�g�Ug¸¿¡g�¡�g¿�>Ðg¿Ñ�Á�¿��U>�¿t��_¸¿>µg¿Ug�gLµ>Ág_¿�>Á���-

Ñ�_g¿>¸¿>¿y>ÁgÑ>Ó¿Á�¿Uµg>Á��y¿�gÑ¿µg�>Á���¸��¡¸¿LgÁÑgg�¿¡g�¡�g¿>�_¿¡µ�_ÉUg\¿Ñ�Á�¿Á�g¿��Ág�Á���¿�t¿Lµ�>_g���y¿

Á�g¿Ñ>Ó¿U��¸É�gµ¸¿Á����¿>L�ÉÁ¿t��_¦¿

7�g�¿��tµ>¸ÁµÉUÁɵg¿>�_¿¸É¡¡�Ó¿U�>��¸¿>µg¿LÉ��Á¿Á�>Á¿¸É¡¡�µÁ¿��U>�¿t��_²¸¿g�ÁµÓ¿��Á�¿��µg¿�>µ�gÁ¡�>Ug¸\¿Á�>Á¿

��tµ>¸ÁµÉUÁɵg¿Ñ���¿Lµ�>_�Ó¿¸É¡¡�µÁ¿>¿��µg¿Ð�Lµ>�Á¿>�_¿�g>�Á�Ó¿t��_¿¸Ó¸Ág�¦¿/�g¿µg¸É�Á¿Ñ���¿Lg¿��Uµg>¸g_¿ÉÁ���×>-

Á���¿�t¿- �*¿Lg�gÚÁ¸¿>�_¿>¸¸�U�>Ág_¿�É�Á�¡��gµ¿gttgUÁ¸¿Û�Ñ��y¿Á�µ�Éy�¿��É�¸Ð���g²¸¿gU����Ó\¿�gÑ¿Lɸ��g¸¸¿�¡-

¡�µÁÉ��Á�g¸¿t�µ¿t��_¿µgÁ>��gµ¸¿�t¿>��¿¸U>�g¸\¿��µg¿�g>�Á�Ó¿t��_¸¿¡ÉµU�>¸g_¿>�_¿U��¸É�g_¿LÓ¿��É�¸Ð���g¿µg¸�_g�Á¸\¿

>�_¿��¿¸��g¿U>¸g¸\¿�gÑ¿�>µ�gÁ¡�>Ug¸¿t�µ¿Á�g¿µgy���²¸¿t>µ�gµ¸¦

71¿ ¿/�g¸g¿>µg¿��U>�¿¡µ�yµ>�¸¿�t¿�>Á���>�¿���Á�>Á�Ðg¸¿_g¸�y�g_¿LÓ¿-�>µg¿�ɵ¿-Áµg�yÁ�¿£ÑÑѦ¸Áµg�yÁ�¦�µy)

Conclusion and Recommendations: Using this study

Page 60: Seed Capital Kentucky Demand Study

60

The Metrics

/�g¿��y�g¸Á¿- �*¿¡>µÁ�U�¡>Á���¿µ>Ág¸¿�>Á���Ñ�_g¿>µg¿�l榿- �*¿¡>µÁ�U�¡>Á���¿��¿��É�¸Ð���g¿�¸¿>�µg>_Ó¿ÐgµÓ¿��y�\¿

LÉÁ¿��Uµg>¸��y¿�Á¿Á�¿�>ÁU�¿Á�g¿��y�g¸Á¿��¿Á�g¿�>Á���¿Ñ�É�_¿Lµ��y¿>�¿>__�Á���>�¿ew\u��\u�u¿>��É>��Ó¿��Á�¿U�µUÉ�>-

Á���¿��¿��É�¸Ð���g²¸¿t��_¿gU����Ó\¿t�µ¿>¿Á�Á>�¿�t¿>L�ÉÁ¿eÇÇ�¦u¿�������¿- �*¦¿�¡¡µ�Ò��>Ág�Ó¿��¦½æ¿�t¿- �*¿_���>µ¸¿

�>Á���Ñ�_g¿>µg¿̧ ¡g�Á¿��¿tµÉ�Á¸¿>�_¿ÐgygÁ>L�g¸¦72¿7�Á�¿��Uµg>¸g_¿¡>µÁ�U�¡>Á���\¿��É�¸Ð���g²¸¿- �*¿̧ ��¡¡gµ¸¿U�É�_¿

Lg¿µg>¸��>L�Ó¿gÒ¡gUÁg_¿Á�¿¸¡g�_¿ew¦u¿�������¿��¿tµg¸�¿¡µ�_ÉUg¿g>U�¿Óg>µ¦¿

�t¿ euÙÙ\ÙÙÙ¿ Ñgµg¿ ��Ðg¸Ág_¿ ��¿

incentives and those incentives

drove an increase in SNAP par-

Á�U�¡>Á���¿>�_¿>¿uæ¿ ��Uµg>¸g¿ ��¿

the amount of fruits and vege-

Á>L�g¿- �*¿¸��¡¡gµ¸¿¡ÉµU�>¸g¿

Ñ�Á�¿Á�g�µ¿Lg�gÚÁ¸\¿>�¿>__�Á���-

>�¿ eǦ½¼¿�������¿Ñ�µÁ�¿ �t¿ tµÉ�Á¸¿

>�_¿ ÐgygÁ>L�g¸¿Ñ�É�_¿ Lg¿ ¡Éµ-

chased each year.

Beyond the potential economic

impact of increasing SNAP par-

Á�U�¡>Á���\¿ U�µ�gµ¿ ¸Á�µg¿ �Ñ�gµ¸¿

report that they have to encour-

age their customers to spend

Á�g¿ tÉ��¿ Ð>�Ég¿ �t¿ Á�g�µ¿7��g�\¿

��t>�Á¿ >�_¿ ���_µg�¿ £7�¤¿ �µÉ�Á¿

>�_¿6gygÁ>L�g¿6�ÉU�gµ\¿>�_¿Á�>Á¿

much SNAP money allocated

Á�Ñ>µ_¿ ¡µ�_ÉUg¿ y�g¸¿ É�¸¡g�Á¦¿

/�¿ g�U�ɵ>yg¿ Lg�gÚU�>µ�g¸¿ Á�¿

�>�g¿É¸g¿�t¿Á�g�µ¿Lg�gÚÁ¸¿Ñ���g¿

readying the stores to supply

these consumers, Healthy in a

Hurry could engage nutrition

education programs such as UK

Cooperative Extension’s SNAP-

_\¿>_Ð�U>UÓ¿�µy>��×>Á���¸¿ ���g¿Á�g¿ gÁÑ�µ�¿g�Ágµ¿ t�µ¿���É��ÁÓ¿�>�yg\¿>�_¿�g�y�L�µ���_¿�µy>��×>Á���¸¿

>�_¿U�ɵU�g¸¿Á�¿µg>U�¿Á�g¿Lµ�>_g¸Á¿L>¸g¿�t¿U��¸É�gµ¸¦¿

Healthy in a Hurry currently does not have a funding stream for expansion. An investment of $150,000 could

_�ÉL�g¿Á�g¿¸�×g¿�t¿Á�g¿�g>�Á�Ó¿��¿>¿�ɵµÓ¿U�µ�gµ¿¸Á�µg¿�gÁÑ�µ�¿Á�¿�w¿¸Á�µg¸73\¿gÒ¡>�_��y¿Á�g¿¡µ�yµ>�²¸¿µg>U�¿Lg-

Ó��_¿7g¸Á¿��É�¸Ð���g¿Á�¿�Á�gµ¿t��_¿��¸gUɵg¿¡>µÁ¸¿�t¿Á�g¿U�ÁÓ¦¿7�Á�¿Á�>Á¿tÉ�_��y¿��¿¡�>Ug\¿Á�g¿¡µ�yµ>�¿U�É�_¿>�¸�¿

_gÐg��¡¿U��¸É�gµ¿g_ÉU>Á���¿>�_¿�ÉÁµg>U�¿>¸¿_g¸Uµ�Lg_¿>L�Ðg¿>�_¿U�É�_¿U��µ_��>Ág¿¡>µÁ�U�¡>Á��y¿¸Á�µg¿�Ñ�gµ¸¿

Á�¿�gÐgµ>yg¿Á�g�µ¿¡ÉµU�>¸��y¿¡�Ñgµ\¿�>���y¿��µg¿¡µ�_ÉUg¿>Ð>��>L�g¿Á�¿��µg¿¡g�¡�g¿>Á¿��µg¿>tt�µ_>L�g¿¡µ�Ug¸¦

72¿ ¿�¿,gÐ�gÑ¿�t¿-Áµ>Ágy�g¸¿Á�¿��¸Ágµ¿- �*²¸¿,��g¿��¿��¡µ�Ð��y¿ ÉÁµ�Á���¿>¸¿Ñg��¿>¸¿���_¿-gUɵ�ÁÓ¦¿���_¿�UÁ���¿,g¸g>µU�¿g�Ágµ\¿�gLµÉ>µÓ¿ÇÙ�Ǧ

73 ¿¼¿¸Á�µg¸¿Ò¿e�u\ÙÙÙ¿yµ>�Á¸¿£e�Ù\ÙÙÙ¿t�µ¿>¿Ñ>�����¿¸Á�µ>yg¿É��Á\¿eu\ÙÙÙ¿t�µ¿>¿¡µ�_ÉUg¿_�¸¡�>Ó¿U>¸g¤¿¨¿ewu\ÙÙÙ¿t�µ¿¸Á>tt¿>�_¿>_����¸Áµ>Á���

More Healthy Food at Retail

Opportunity: Increase consumer access to fresh, healthy t��_¸¿�¿��U>�¿Ñ�g�¿¡�¸¸�L�g¿�¿Ñ�gµg¿Á�gÓ¿¸��¡¦

Approach: Create a program to incentivize purchases �t¿tµÉ�Á¸¿>�_¿ÐgygÁ>L�g¸¿Ñ�Á�¿- �*¿_���>µ¸\¿>�_¿¸É¡¡�µÁ¿regional supply chains to make as much of that produce >¸¿¡�¸¸�L�g¿��U>�¿¡µ�_ÉUg¦

Convener:¿ ��¡µ�ÚÁ¿¸gUÁ�µ¦

Players:¿�g¡>µÁ�g�Á¿�t¿�g>�Á�¿>�_¿7g���g¸¸\¿9��\¿�gÁµ�¿ U�����U¿�µ�ÑÁ�¿>�_¿����Ð>Á���¦¿�>µg¿Á�¿>µg¿>�_¿�Á�gµ¿���¡µ�ÚÁ¸¿U����ÁÁg_¿Á�¿�g>�Á�Ó¿>tt�µ_>L�g¿food access.

Investment: $650,000 - $500,000 in incentives.$105,000 in refrigeration, $45,000 in administrative and marketing supports.

Results: eǦ½¼¿�������¿>__�Á���>�¿tµg¸�¿tµÉ�Á¿>�_¿ÐgygÁ>L�g¿sales to SNAP shoppers.

Conclusion and Recommendations: Using this study

Page 61: Seed Capital Kentucky Demand Study

61

Conclusion

Key to the continued success of any initiative like this is measuring and clearly demonstrating that success. To

_�¿¸�\¿¡µ�yµ>�¿gÐ>�É>Á�µ¸¿U�É�_¿t����Ñ¿Á�g¿���gÓ¿Á�¿¸gg¿��Ñ¿�>�Ó¿��Ug�Á�Ðg¸¿>µg¿_�¸Áµ�LÉÁg_¿>�_¿µg_gg�g_\¿

Ñ�>Á¿¡µ�_ÉUÁ¸¿>µg¿¡ÉµU�>¸g_\¿��Ñ¿�>�Ó¿��µg¿¡µ�_ÉUg¿¡�µÁ���¸¿¡g�¡�g¿>µg¿g>Á��y¿>¸¿>¿µg¸É�Á¿£**7¤\¿Á�¿Ñ�>Á¿

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communities.

Conclusion and Recommendations: Using this study

Page 62: Seed Capital Kentucky Demand Study

62Conclusion and Recommendations: Using this study

Pulling It All Together

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strong sense of pride in Louisville and Kentucky is an asset in those efforts—and a differentiator

among its peer states and cities.

T½ Support: An array of “supports” in the form of education, technical support, advisory services, and

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Page 63: Seed Capital Kentucky Demand Study

63

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leader.

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Page 64: Seed Capital Kentucky Demand Study