Project Description

Market Channel Evaluation: Analysis of a Direct-Store-Delivery Pilot for Local Meat

Rebecca Dunning/Fall 2014

Market channel analysis is used to compare the costs and returns for the sale of products through different market outlets (e.g., direct to consumer at a farm stand, retail, wholesale). By comparing these costs and returns and the relative risks associated with each channel, growers can make informed decisions about primary and secondary markets for their products.

This report evaluates a November 2013-March 2014 supply chain pilot project connecting two sources of locally-produced pork (one large-scale indoor operation with heritage breeds, and one local meat aggregator sourcing from a dozen pasture-based pork producers) with four grocery stores in a regional grocery store chain.

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