FORT COLLINS — Consumers have a hunger for locally sourced food. They’re willing to pay for it. But a big gap exists between local supplies and demand.
“We’re blessed with growing great produce in Colorado,” said Marley Hodgson, co-founder and chief strategic officer of
“The demand is there and growing rapidly,” he said. “But the challenge becomes: How do you execute and bring enough product to the general public at affordable prices and without degrading quality?”
Hodgson and four co-panelists addressed the growing pains of the local food movement at Friday’s
The challenges start with Colorado’s four-season climate. Fields that yield enough salad greens and vegetables to supply dozens of restaurants and grocers during warm weather are, by necessity, fallow in the winter.
Technological advancements in indoor cultivation will bring more local produce to market gradually during cold-weather months, panelists said. But those technologies take capital to develop.
Hodgson will agree to pay his suppliers a premium of at least 10 percent for locally grown products. His customers will follow suit by paying an extra dollar or two for an all-Colorado salad.
A case in point: One of Mad Greens’ most popular menu items is the seasonal Alferd Packer salad, featuring local lettuce, green beans, peaches, corn and goat cheese. Hodgson said customers willingly pay $7.75 for the item compared with $6.50 for regular, year-round salads.
What works for Mad Greens isn’t necessarily reflected in broader consumer demand for local and organic products, said Natalie Condon, co-owner of .
“We have a customer base. We have support,” she said. “But (generally), the American consumer is not willing to pay the price for (locally grown) food. I don’t think it’s viable in a lot of places, I’m sorry to say.”
Retailers and restaurateurs need reliable sources of local supplies. Suppliers, in turn, need the assurance of long-term contracts to justify investments in growing and distributing local products.
Even craft brewing — one of Colorado’s most notable industrial success stories — finds itself occasionally handcuffed by investment constraints, said Federico Peña, a senior adviser to
The former Denver mayor said prospective brewers have told him they’re discouraged by the lack of equipment for pelletizing hops and converting grains to malt.
“We need to address and encourage investment,” Peña said. “Colorado has a number of very popular products (distributed) across the nation. We need to maximize those opportunities.”
Steve Raabe: 303-954-1948 sraabe@denverpost.com or twitter.com/steveraabedp
