Red Tomato: Keeping it Local

Posted: 17 Feb 2010

See all articles by Jose B. Alvarez

Jose B. Alvarez

Harvard Business School, Marketing Unit

Mary L. Shelman

Harvard Business School

Laura Winig

Harvard Business School, Global Research Group

Date Written: December 9, 2009

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.

Suggested Citation

Alvarez, Jose B. and Shelman, Mary L. and Winig, Laura, Red Tomato: Keeping it Local (December 9, 2009). HBS Case No. 510-023; Harvard Business School Marketing Unit. Available at SSRN: https://ssrn.com/abstract=1553833

Jose B. Alvarez (Contact Author)

Harvard Business School, Marketing Unit ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

Mary L. Shelman

Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

Laura Winig

Harvard Business School, Global Research Group ( email )

Greenhill House
Soldiers Field
Boston, MA 02163
United States

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