2007 Annual Meeting, San Francisco, California Online Program

Abstract Title: Slow Food Lessons for a Fast Food Nation: Marketing Local Food Systems is part of the Paper Session: Agriculture Marketing Alternatives scheduled on Tuesday, 4/17/07 at 14:00 PM. Author(s): Christopher D. Merrett* - Illinois Institute for Rural Affairs Heather McIlvaine-Newsad - Western Illinois University William Maakestad - Western Illinois University Abstract: Western Illinois is a region dominated by industrial agriculture, primarily corn and soybeans. Despite this agricultural heritage, most local consumers eat food that travels hundreds if not thousands of miles. In opposition to industrial agriculture, we have been promoting small-scale "civic agriculture" which develops relationships between local producers and consumers. This presentation reports on one research and one outreach activity designed to educate consumers about local produce. First, we report on a survey of 700 (350 responded) community supported agriculture (CSA) farmers to identify how they market their CSA produce. Results show an array of strategies including word of mouth, advertising in local media outlets, approaching local restaurants, newsletters, and displays at local events such as farmers markets. This report also discusses how the CSA farmers worked with existing subscribers to improve the CSA. Second, we report on a specific strategy to promote local produce in western Illinois. Each year, we host a "Taste of the Tri-States" at a local up-scale restaurant. The menu consists of appetizers, entrée, desserts, wine and beer produced entirely within the tri-state region of western Illinois, southeast Iowa and northeast Missouri. At this dinner, we also have locally-produced artwork and music played by local musicians. We market this event as "Food for the Body and Soul," promoting the natural talents and resources of the region. Proceeds go to the local public radio station, which advertises itself as "public radio for the tri states." Keywords: community supported agriculture, rural geography, community development

(52) 2007 Annual Meeting, San Francisco, California