October 20, 2009

Pioneering Food Marketing Website Continues to Expand
C-FAR funding critical to its launch

URBANA—An Illinois Council on Food and Agricultural Research (C-FAR) research initiative has recently been cited as one of the University of Illinois’ most prolific licensed technologies.  The technology, MarketMaker, is an online resource designed to connect food producers, distributors, buyers, and sellers.

Initially launched in 2004 to connect Chicago area consumers with Illinois-grown meat products, MarketMaker’s scope has grown exponentially.  The program’s searchable directory now includes an impressive array of food products and provides a quick, yet simple method for locating thousands of farmers and food-related ventures.  The website is being utilized by an average 65,000 people every month.  There is no charge to utilize the site.

“When C-FAR’s membership funded this initiative, it was highly forward-thinking on their part and on the part of the research team proposing the idea,” says Jerry Hicks, C-FAR Chairman of the Board.  “At that time, the interest in ‘buying local’ was very abstract; there was no meaningful mechanism for it to occur.  MarketMaker has and continues to be a demonstrable and positive change agent and one that has surpassed everyone’s initial estimations.”

MarketMaker has further expanded to the national level.  Currently, 15 states, and the District of Columbia, have secured a license to utilize the MarketMaker website in their state; additional states are considering a license.  The University of Illinois Office of Technology Management administer the intellectual property rights of the program and its licensing agreements.  The issuance of these licenses includes a fee paid by the state seeking the program.

Lesley Millar, Director of the UIUC Office of Technology Management says, “MarketMaker is a fascinating model that is soundly based on research, public service, and our land grant university’s mission.  Its practical world use is amazing.  It is one of the most unique initiatives we have advanced, and we are pleased to be a partner in nurturing its continued growth.”

In addition to investments received from licensing agreements, MarketMaker has been very effective at leveraging outside funding, including funding from the federal government.  These additional funds are currently 25 times greater than the State of Illinois’ research investment in this initiative via C-FAR.

The MarketMaker program continues to enhance its product offering.  Developers recently added a blog to allow insights and expertise from the site’s participants and a Buyers Sellers Forum, which includes a calendar of product availability.  Further enhancements are being considered.

Darlene Knipe, Marketing and Business Development Specialist at University of Illinois Extension and principal investigator of MarketMaker says, “C-FAR gave us the solid foundation upon which to build and grow this project.  We absolutely could not have done this without them.  The initial investment from C-FAR gave us the resources we needed to take an abstract concept and make it real.”

The Illinois and national MarketMaker websites are http://www.marketmaker.uiuc.edu/ and http://national.marketmaker.uiuc.edu/ respectively.

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