Distribution & Marketing

Distribution Goals

• Goal 1: The distribution system will support opportunities for equitable access to fresh local food.
• Goal 2: Massachusetts-produced foods will be distributed more cost effectively.
• Goal 3: Support for, and innovations in, cost-effective local food distribution will increase.
• Goal 4: Technical assistance and support for distributors will respond to the diversity, differences of scale, and market forces of products produced by local producers.
• Goal 5: Food safety regulations and certifications will be science- and scale-based and effective.
• Goal 6: Food safety education at all levels will be improved.
• Goal 7: Farm to institution sales will increase.

Marketing Goal

• Goal 1: Massachusetts-produced food will be marketed more effectively.

(Click on goals to see detailed recommendations and action items.)

Food distribution is the means by which food gets to people. In Massachusetts, food delivery encompasses trucking, food storage, and emergency food aid. It is closely connected to both food production and food processing, and is a complex, market-driven system of direct sales, wholesale transactions, institutional procurement, and food donations. Building the local food economy, increasing access to healthy local food for all Massachusetts residents, and adhering to food safety protocols require innovation and support for cost-effective food distribution.

The distribution of local food hinges on meeting current demand, potential increased demand created by this plan and by future market forces, and impact from external factors and disruptions. The Distribution and Marketing goals and recommendations focus on marketing and increasing consumption of Massachusetts-produced food and providing technical assistance to food distribution businesses at all stages of business development.