A case study of independent grocers in the U.S. rural Midwest

Hikaru Hanawa Peterson, David Procter

Research output: Contribution to journalArticlepeer-review

3 Scopus citations


Grocery stores in rural, small towns serve as critical access points to healthful foods for their community residents. Yet many struggle to stay in business. In this paper, opportunities and strategies are identified for rural grocery stores through a case study of five locally owned stores in the U.S. rural Midwest. Store information, including prices for market basket items, was collected, and a survey of county residents where stores were located was supplemented with county-level information. Findings reiterate the importance of these rural grocery stores and encourage store owners/managers to continue promoting their relative strengths, to review pricing strategies, and to seek ways for differentiation.

Original languageEnglish (US)
Pages (from-to)466-489
Number of pages24
JournalJournal of Hunger and Environmental Nutrition
Issue number4
StatePublished - Jul 4 2019

Bibliographical note

Publisher Copyright:
© 2018, © 2018 Taylor & Francis Group, LLC.


  • Dollar store
  • grocery store
  • local
  • market basket analysis
  • rural
  • shopping behavior
  • social capital


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