Hi Laura,
I really enjoyed reading about Red Tomato's market approach to addressing the needs of both farmers and consumers. I was particularly interested in how you provide both free and paid consultation. If you feel comfortable, would you mind discussing your approach to pricing? I think this input would help other non-profits who are thinking about hybrid funding structures.
Thanks!
Alexis
On May 27, 2010 the judges reviewed the entries for the Changemakers Revelation to Action: Your Place. Your Idea. Your Change. competition and would like to pass on the following feedback (listed below) for your entry. Thank you for applying and for your hard work in the field. We are excited to archive your entry to serve as a leading solution for the worldwide community of innovators. We wish you continued luck with your innovative, sustainable, and socially impactful initiatives.
All the best, The Changemakers Team
“I really loved this initiative! I liked the idea of connecting food, supporting farmers and the economy. It would be great if I could have a little more insight on how the distribution model was working with bringing the produce to larger supermarkets and smaller businesses within the community.”
“Not only is this initiative aggregating and scaling to get the fresh produce to the big retailers more effectively, but it is also telling the story of the locals which connects people to the source of their food through a mainstream environment.”
- Changemakers Revelation to Action: Your Place. Your Idea. Your Change. Judges
Great comment! Thanks for the encouragement. The Red Tomato distribution model works as follows:
Each of our growers packs product on the farm (or on the farm of a neighboring RT network grower). If the supply from one grower is large enough, the product will then be shipped to a distribution center (DC) or directly to the store (DSD) either by the grower, if they are also a shipper, or a third-party trucking agent. If the quantity on one farm is low, or the order is particularly large, our logistics staff will work with the growers to identify a consolidation point, either on a farm with proper facilities or at a warehouse. In every transaction, filling the truck efficiently is the bottom line to being profitable.
Although we did at one time, Red Tomato no longer handles product directly. Cutting out the physical infrastructure and focusing on managing the supply chain logistics has enabled us to run more efficiently and create a wider network of farmers and customers.
As a small producer, I am delighted to see Red Tomato's approach, including addressing the thorny environmental issues around packaging. Driving change requires systems thinking and RT's broad yet flexible way of connecting and supporting family farmers in our region is exemplary. Bravo!
Truly appreciate the very important task of building a sustainable framework to deliver market value and educate consumers while protecting farmers interests; from the technical assistance you provide farmers that enable them to participate in the wholesale markets to the extraordinary commitment you have demonstrated in creating strategic partnerships with buyers, socially responsible funding sources and other value chain stakeholders - your work is so key to the regional solution we are trying to build. Thank you !
Comments
Hi Laura,
I really enjoyed reading about Red Tomato's market approach to addressing the needs of both farmers and consumers. I was particularly interested in how you provide both free and paid consultation. If you feel comfortable, would you mind discussing your approach to pricing? I think this input would help other non-profits who are thinking about hybrid funding structures.
Thanks!
Alexis
On May 27, 2010 the judges reviewed the entries for the Changemakers Revelation to Action: Your Place. Your Idea. Your Change. competition and would like to pass on the following feedback (listed below) for your entry. Thank you for applying and for your hard work in the field. We are excited to archive your entry to serve as a leading solution for the worldwide community of innovators. We wish you continued luck with your innovative, sustainable, and socially impactful initiatives.
All the best, The Changemakers Team
“I really loved this initiative! I liked the idea of connecting food, supporting farmers and the economy. It would be great if I could have a little more insight on how the distribution model was working with bringing the produce to larger supermarkets and smaller businesses within the community.”
“Not only is this initiative aggregating and scaling to get the fresh produce to the big retailers more effectively, but it is also telling the story of the locals which connects people to the source of their food through a mainstream environment.”
- Changemakers Revelation to Action: Your Place. Your Idea. Your Change. Judges
Great comment! Thanks for the encouragement. The Red Tomato distribution model works as follows:
Each of our growers packs product on the farm (or on the farm of a neighboring RT network grower). If the supply from one grower is large enough, the product will then be shipped to a distribution center (DC) or directly to the store (DSD) either by the grower, if they are also a shipper, or a third-party trucking agent. If the quantity on one farm is low, or the order is particularly large, our logistics staff will work with the growers to identify a consolidation point, either on a farm with proper facilities or at a warehouse. In every transaction, filling the truck efficiently is the bottom line to being profitable.
Although we did at one time, Red Tomato no longer handles product directly. Cutting out the physical infrastructure and focusing on managing the supply chain logistics has enabled us to run more efficiently and create a wider network of farmers and customers.
As a small producer, I am delighted to see Red Tomato's approach, including addressing the thorny environmental issues around packaging. Driving change requires systems thinking and RT's broad yet flexible way of connecting and supporting family farmers in our region is exemplary. Bravo!
Truly appreciate the very important task of building a sustainable framework to deliver market value and educate consumers while protecting farmers interests; from the technical assistance you provide farmers that enable them to participate in the wholesale markets to the extraordinary commitment you have demonstrated in creating strategic partnerships with buyers, socially responsible funding sources and other value chain stakeholders - your work is so key to the regional solution we are trying to build. Thank you !