Lost River Market and Deli: Strategizing for Customer Development Group 2
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Indiana University Center for Rural Engagement
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Description
Lost River Market and Deli is a community-owned food cooperative in Paoli, Indiana, offering organic groceries, local produce, and deli items. Despite strong community ties, the co-op faces financial challenges and seeks to increase profitability by attracting tourists visiting nearby destinations such as Paoli Peaks, French Lick, and Wilstem Cabins. This report outlines strategies to raise awareness among tourists, emphasizing convenience, health, and local authenticity. Recommendations include partnerships with local attractions, Blue Apron-style meal kits, portable food options, targeted advertising on tickets and brochures, and outdoor signage. The campaign aims to position Lost River as the only health-focused grocer within 36 miles, fostering positive attitudes and increasing tourist visits.
This report reflects original student research and recommendations from Indiana University MSCH-R 429 Public Relations Campaigns in collaboration with Lost River Market and Deli as part of the 2018–19 Sustaining Hoosier Communities initiative. The views expressed are those of the students and do not represent Indiana University, the Center for Rural Engagement, or Lost River Market and Deli.
Keywords
Lost River Market and Deli, Food systems, Food cooperative, Business, Tourism, Sustaining Hoosier Communities, Paoli, Orange County