Placing Iowa-sourced products on the grocery store shelf is good for consumers, our economy, our environment, our food system, and our entrepreneurial ecosystem. In 2024, The Iowa Center launched a Business Coaching partnership with Fareway to support Iowa small business owners who dream of placing a product on the grocery store shelf.

Fareway executives lead classes on key grocery distribution topics. Participants also received follow-up group and 1:1 coaching to apply the high value knowledge that they received from the Fareway team to their individual business plan.