Lost River Market and Deli: Strategizing for Customer Development Group 3

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Date

2018-12

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Indiana University Center for Rural Engagement

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https://hdl.handle.net/2022/33386

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Description

Lost River Market and Deli is a food cooperative in Paoli, Indiana, offering local, organic, and fair-trade products alongside a deli, bakery, and catering services. Despite strong community support and over 1,100 members, the co-op has operated at an annual deficit of $45,000 for more than a decade. This report analyzes internal and external challenges, including inactive memberships and competition from larger retailers, and proposes strategies to increase engagement and profitability. Recommendations include member appreciation initiatives, seasonal events, personalized coupons, and enhanced communication through newsletters and social media. The campaign emphasizes community, sustainability, and member benefits to strengthen loyalty and drive sales. 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

Food systems, Business, Sustaining Hoosier Communities, Paoli, Orange County

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This work may be protected by copyright unless otherwise stated.

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Orange County