Developing a Sustainable Pricing Strategy for the Worcester Regional Food Hub

The Worcester Regional Food Hub’s mission is to promote healthy, local agriculture by making locally grown food accessible to all members of the Worcester Community. However, the Food Hub’s current pricing strategy does not cover their operational costs. For the Food Hub to remain sustainable for the long-term, we worked with them to develop a pricing strategy. We assessed the Food Hub’s current operations and pricing strategy and compared it to other food hubs. We interviewed five food hubs, the Food Hub’s farmers, and their institutional customers. We compiled their responses in a comparative matrix and used this to develop recommendations for the Food Hub. We also created two promotional videos, one targeting Food Hub customers and the other targeting potential Food Hub suppliers