The Sacramento Region's Three Local Alternative Food Distributors: A Case Study of Factors Affecting Success

The alternative food movement has primarily focused on increasing linkages between consumer and farmer through direct markets (farmers' markets, farmstands, and Community Supported Agriculture), but the vast majority of consumers continue to get their food through more conventional food pathways. This paper looks at the efforts of three local produce or alternative distributors, in Northern California, that sought to gain entry into these more conventional food pathway. Using interviews and participant observation this thesis focuses on developing a theoretical framework to understand the strengths and weaknesses of alternative distributors. The thesis also examines the potential challenges of simultaneously seeking to increase farmers' income and expand access to fresh, healthy, local, affordable foods in underserved areas. The thesis concludes with recommendations and suggestions for funders, and alternative distribution operators in three areas: 1) organizational structure; 2) communication and marketing; and 3) product attributes.