Farmers Market Vegatables

Meeting Consumers at Market

The farm-to-table movement is largely driven by consumers, who demand increased visibility into the sources and quality of their food. Knowing that farm-to-table dining delivers fresh food and supports the local community is highly satisfying. But of course, it comes at a cost: consumers are willing to pay 12% more for local options, even those options aren’t as local as they first appear.

This isn’t to say that dining patrons are being misled by “local” menu claims -- many restaurants specify that certain foods are delivered within X number of miles, or even name the supplying farm. But the ever-shrinking radius of what is acceptably local puts a strain on the supply chain.

To meet faster turnaround times from an increasing number of small, local producers, supply chain companies are doing the opposite of getting back to their earthly roots; they’re getting high-tech. Using sophisticated order management software, electronic data exchange (edi) and analytics, and by automating shipping processes, companies are making farm-to-table delivery as low-impact and efficient as local farming itself. making local food appear at your table isn’t magic, but it entails supply chain processes that are even more impressive.


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