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County-funded market analysis finds demand and pilot opportunities for Alachua County food hub
Summary
A market study presented to the Alachua County Commission recommended piloting an aggregation-and-distribution food hub to expand local produce sales, support small farmers and fill retail gaps, especially in East Gainesville. Consultants proposed next steps including pilot projects, business planning and funding exploration.
A team from New Venture Advisors presented findings of the Fresh Food Pathways market analysis to the Alachua County Board of County Commissioners on Oct. 14, concluding there is sufficient demand and a clear set of services that a food hub could provide to strengthen the local food economy.
The study, summarized by lead consultant Avi Mallinger, combined secondary research, 50 interviews, three focus groups and an online survey with 378 respondents. Mallinger said the county’s food shed (a 50‑mile radius around Alachua County) contains more than 1,700 farms and that local consumers spend roughly $1.95 billion on grocery goods, including about $145 million on fruit and produce locally. “If a food hub captured even 10% of that produce spend, you’re looking at $14.5 million in potential sales within the county,” Mallinger said.
Bailey McClellan, the county’s agricultural economic development coordinator, described four primary needs the study identified: aggregation and distribution, business development and workforce supports, retail opportunities for local food, and moderate infrastructure such as refrigerated storage and transportation. The consultants heard repeatedly that small farms struggle to meet institutional buyers’ volume and food‑safety requirements and that a hub could help consolidate supply and lower barriers.
The analysis also recorded potential equity impacts: survey respondents mapped higher food insecurity on the county’s west side and emphasized the need to improve retail access in East Gainesville. Consultants recommended testing a hub with a set of pilot projects that could include aggregation services, shared processing or incubator kitchen pilots, mobile markets and partnerships with institutions and community organizations.
Commissioners pressed consultants about buyers and financing. Mallinger said some institutional buyers (such as local universities and certain food-service contractors) were supportive in concept but need consistent product, reliable delivery windows and competitive pricing. Commissioners suggested partnering with nearby counties and with existing local organizations — Working Food, Swallowtail Farm and others — as pilot partners. McClellan and Mallinger said the county’s advisory committee includes local stakeholders (including UF and school purchasing representatives) who will help shape pilot scopes and solicit proposals.
Next steps outlined by the consultants included refining a concept model, sharing case studies, running a community concept workshop and developing pilot projects in late 2025 or early 2026. The county will then develop an operating model and financial plan prior to larger implementation. The county indicated it will solicit proposals for pilots and continue outreach to potential funders and partners.
