“Buy local” programs help to coordinate retail marketing and provide branding and advertising for local foods.  The Massachusetts Department of Agricultural Resources operates a statewide marketing and branding program (Massgrown) and supports four regional “Buy Local” programs.  However, only small portions of the MAPC region are covered by these programs: Essex County Buy Fresh on the North Shore, and Southeastern Massachusetts Agricultural Partnership on the South Shore.  Expanding the geographic and operational scope of such programs would reach more farmers and potential markets. New programs are needed to ensure that all MAPC municipalities are served by a buy local program.   

The operational scope of the buy local model might expand to include more wholesale marketing and institutional assistance, comparable to the existing Massachusetts Farm to School Program (a nonprofit) but with a broader scope and more robust funding.   A strong regional clearinghouse could assist public agencies, institutions, and food service outlets (retail markets, restaurants, value-added producers) that wish to source more local foods.  Such a clearinghouse could also facilitate and support technical assistance programs (training, marketing, equipment) to help wholesale customers make the transition to more local sourcing.  This recommendation and implementation should be coordinated with the Department of Education School Lunch Program and the School Nutrition Association.  

To be successful, retail programs require considerable up-to date research (customer surveys and other forms) regarding buying preferences to identify the most significant market opportunities, and to shape marketing (both conventional and social marketing).  Such marketing should support and highlight both small and large farms.  

The state has an existing program to support for agri-tourism; the DAR “Agro-Activities” map and guide are a key element of this program and should be updated regularly and available in print or online.    

Buy local programs and clearinghouses should be coordinated with or possibly integrated into a statewide/regional Food Policy Council (described in Strategy #9, Ensure Access to Healthy Food.)   These programs should also coordinate with programs in adjacent states, since “local” doesn’t necessarily stop at the state boundary. 

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