What is the SuperMarket Project?

The Rural Coalition's SuperMarket Project is an ambitious, collaborative effort of rural, community-based agricultural cooperatives to employ technology in the preservation of their communities, cultures and farming professions.

The project currently focuses on three exciting opportunities for opening new markets and increasing the competitive advantage of small farmers; an on-line retail storefront, a subscription-based food of the month program and an online product availability database.

The SuperMarket Project is an organic, evolving technology-based project, enabling previously excluded farmers and rural businesses access to markets and tools essential to business growth. As participants gain skills and understanding of the potential technology offers, they develop the capacity to dream and imagine success and sustainability.

Read the SuperMarket Project Brochure

Read a detailed SuperMarket Project History

Learn more about participating coops, Coop Directory

Why a Cooperative Retail Store?

With foundations in the Internet and electronic networks, the participating organizations achieve an Internet presence that is many times not possible for individual farmers and small cooperatives working alone.

The project's Web site, www.supermarketcoop.com, is home to a retail store front for cooperatives with processing capabilities. The groups have all learned that cooperation is a viable strategy in today's marketplace.

For example, Patchwork Family Farms, of Columbia, Missouri, decided to forgo the development of its own online retail store, in favor of the collaborative marketing and mission of the SuperMarket Project. With a meat processing plant integrated into their hog-raising farming cooperative, Patchwork Family Farms is able to offer ham, sausage and other pork products to retail shoppers on the SuperMarket web site. All internet management and sales are facilitated electronically and administered by the Rural Coalition1s Washington, DC office.

Visit the SuperMarket Retail Store

What is the Small Farm Connection, formerly the Virtual CSA?

A subscription-based food of the month program of the SuperMarketcoop, called the Virtual CSA, launched in April, 2001, as an offshoot of the online retail store. Using simple online marketing techniques, 49 memberships were sold for the first pilot phase and once each month, for the next six months, members received a box of product, a combination of fresh and processed, at their door.

This subscription, membership program, has given SuperMarket cooperatives an opportunity to share their experiences and cultures more intimately with customers by including educational and policy materials with each shipment, as well as served as a way to develop and expand their retail base. Initial comments are enthusiastic, with members also now using the regular retail site to purchase additional products.

Beginning in October, 2001, the second generation has been renamed the Small Farm Connection! Become a member today!

Visit more detailed information about the Small Farm Connection

Find Recipes

Read monthly farmer and coop pieces, Food and Faces

Read monthly policy pieces, The Juicer

What is the Product Availability Database?

Potentially the most powerful aspect of the SuperMarket Project is an online product availability database, or "live inventory" of the current products of participating SuperMarket cooperatives.

Effective as a business and management tool for each individual cooperative, a customer interface opens limitless marketing opportunities, providing buyers with up-to-date, as well as future product availability. Each cooperative will also be able to provide production and sales data back to individual members.

How does the project address agricultural policy?

Read monthly policy pieces, The Juicer

Visit the organizational Web site of the Rural Coalition

Who are the project participants?

Learn more about participating coops, Coop Directory

Read monthly farmer and coop pieces, Food and Faces