The number of restaurateurs owning farms or gardens that supply part of their operations’ fresh produce and other food products has increased considerably over the past few years. This phenomenon, termed “hyper-local,” involves a significant commitment that goes well beyond purchasing local food. Hyper-local restaurateurs take on the tasks of a farmer/gardener, a job that requires a variety of skills and presents numerous challenges. While some research studies have addressed local purchasing, local farm-to-restaurant relationships and decision making, and various consumer issues, very little work has focused on the hyper-local phenomenon. Therefore, this exploratory qualitative study was undertaken to understand the reasons why some restaurateurs are entering the farming business and to learn about the financial, operational, and customer-related benefits and challenges encountered by restaurateurs operating their own farms. A case study approach was used to gather information from three restaurateurs that currently own and operate farms that provide products for their restaurants. The study explores the benefits, rewards, and challenges of these types of operations, their possible financial issues, motivations of the restaurateurs, and issues that could impact the growth potential of this trend.
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