Red Tomato: Keeping It Local

Jose B. Alvarez; Mary Louise Shelman; Laura  Winig

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Case | HBS Case Collection | November 2009 (Revised May 2010)

Red Tomato: Keeping It Local

by Jose B. Alvarez, Mary Louise Shelman and Laura Winig

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;

Format: Print

32 pages

Educators Purchase

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.)

About the Author

Jose B. Alvarez

Senior Lecturer of Business Administration

Marketing

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Red Tomato: Keeping It Local

Abstract

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