Values-Based Supply Chains as a Strategy for Supporting Small and Mid-Scale Producers in the United States

Consumers are increasingly interested in the “values” associated with the food they eat and are often willing to pay more for food for which there is a “story” that links farm to fork. The “values” associated with these foods may be that they are locally produced, by small or mid-scale farms, or use production practices that enhance the environment. Wholesale channels that provide marketing options for small and mid-scale producers and support these values are referred to as “values-based supply chains” (VBSCs). Goals of VBSCs are to: (1) provide greater economic stability for producers and others along the supply chain; and (2) provide high quality, regional food to consumers. After a brief overview of VBSCs, we then describe three cases—a specialty food manufacturer, a natural food cooperative and a regional “food hub”—representing different entry points along the food supply chain. We analyze them regarding the common benefits of VBSCs: transparency, fair prices to farmers and ease of purchasing from small and mid-scale producers. We conclude with common themes that emerge for VBSCs of the future and what it will take to strengthen them within regional food systems.