Organic convenience : possibilities of distributing local products via child day care centers

Summary

This study focuses on the possibilities to distribute locally grown organic products via an alternative distribution channel: a child-day-care center.Several benefits are assumed. At the level of parents convenience is offered. Clustered delivery reduces logistical costs, which can have a positive effect on consumer prices. At the level of management a competitive advantage is expected due to an increased range of products and services offered. At the producer level better producer prices are expected, due to a short distribution chain. A sustained supply is expected based on consumer satisfaction and confidence through a course of customer intimacy complying with individual customer demand. For this research interviews have been conducted with child-day-care center managers and a survey is held among parents to verify the assumptions. Staff members are optimistic. Parents show an interest in local organic products. Price is an obstacle. Although CDC centers and supermarkets are both perceived as attractive market channels, a daily visit to a one-stop-shop is part of peoples daily routine.