When they had them (and were not part of the minority retailers who did all of their ordering though a distributor), the retailers’ relationships with producers were personal, long-term and strategic.

R2 explained: “For me they are people in my life. I talk to some of them more than I talk to my parents and my friends. And then you become this person who they’re thinking of….. we know [a produer] has a special interest in pork and we sat talking to them on the phone for an hour, giving advice. It’s a two way relationship.”

The majority of the retailers we spoke to really cared about the individuals with whom they interacted (ie. those who grew the food, or delivered the produce). Sometimes these individuals were invited to each other’s weddings, other times their relationships were maintained though a weekly hello at the farmers market. “A lot of these growers I've hung out and had a beer with... it's not like calling up another business, it's a more personal relationship” (R3). Although these relationships were not developed for an explicitly strategic purpose, often these long term relationships worked in the favor of both the retailers and producers. Often, a retailer would try to order from a producer all year long, despite the difficulties meeting the minimums and hassle of sourcing from multiple producers. Knowing this commitment, a producer may be willing to reduce their minimum. Retailers need things constantly and are competing against other retailers and farmers market, so this relationship is really important because it assures quality, consistency, and occasional favors to enhance this service. For example, we were told of cases where a farmer may have some unique item and know a particular retailer will want it, so they will save it for them and call them. “What makes it easier working with small [producers] is their relationship and knowing them, knowing their habits…and having them know you too and knowing that if you need something on a Friday afternoon and you call them they’ll try to get it to you." (R12). Alternatively, we also heard retailers relating stories of how certain producers inform retailers on what is going to be 'coming,' (R2) and that certain retailers buy produce from producers working towards organic certification to support them (R5), and producers may agree to grow special crops for certain retailers (R1). R2 explains, “You invest time, but you get a lot back from that…. It is like having a boyfriend, you give them a little, you get a little.”