In an effort to understand the limitations of and opportunities for Vermont’s direct markets, NOFA-VT commissioned this report as part of a multifaceted project that includes research, technical assistance for direct marketers, and a statewide advertising campaign. e target audiences for this report are direct marketers and local food system advocates who want to better understand how direct markets t into the lives of today’s food shoppers and how direct markets can take strategic steps to appeal to these consumers.

The report is divided into two sections:
Section I provides a picture of the food marketplace in 2017 with key trends of the grocery landscape and descriptions of emerging consumer values and behaviors. This first section is primarily fueled by secondary research of industry market reports and journal articles.

Section II shifts in focus to Vermont’s direct markets to explore how they are positioned within the current grocery landscape, what challenges are holding our direct markets back from growth, and recommendations for how direct marketers and their supporters can strengthen their market share.