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  • November 2009 (Revised May 2010)
  • Case
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Red Tomato: Keeping It Local

By: Jose B. Alvarez, Mary Louise Shelman and Laura Winig
  • Format:Print
  • | Pages:32
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Abstract

This case describes the operating model and history of Red Tomato, a non-profit organization dedicated to branding and logistical support for locally grown produce farmers in the northeast U.S. The case highlights the challenges involved in making locally grown produce available to large consumer markets.

Keywords

Agribusiness; Trends; Food; Local Range; Consumer Behavior; Logistics; Supply Chain; Nonprofit Organizations; Agriculture and Agribusiness Industry; Northeastern United States

Citation

Alvarez, Jose B., Mary Louise Shelman, and Laura Winig. "Red Tomato: Keeping It Local." Harvard Business School Case 510-023, November 2009. (Revised May 2010.)
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About The Author

Jose B. Alvarez

Marketing
→More Publications

More from the Authors

    • December 2022
    • Faculty Research

    Applegate Farms

    By: Forest L. Reinhardt, Jose B. Alvarez and Natalie Kindred
    • December 2022
    • Faculty Research

    Taylor Farms: Adding Value to Fresh Produce

    By: Forest L. Reinhardt, Jose B. Alvarez, Jenyfeer Martinez Buitrago and Pedro Levindo
    • December 2022 (Revised January 2023)
    • Faculty Research

    Marfrig's Quest for Greener Beef

    By: Jose B. Alvarez, Pedro Levindo and Ruth Costas
More from the Authors
  • Applegate Farms By: Forest L. Reinhardt, Jose B. Alvarez and Natalie Kindred
  • Taylor Farms: Adding Value to Fresh Produce By: Forest L. Reinhardt, Jose B. Alvarez, Jenyfeer Martinez Buitrago and Pedro Levindo
  • Marfrig's Quest for Greener Beef By: Jose B. Alvarez, Pedro Levindo and Ruth Costas
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