Farmer Direct Marketing Newsletter

January 1999

Please scroll down screen or click on topic of interest.

Wholesale and Alternative Markets Activities:

- Farmer Direct Marketing Bibliography Available

- Notes on the Northeast Sustainable Agriculture Working Group’s 5th Annual Resource Harvest

USDA News Releases:

- USDA Invites State Participation in Market Improvement Program (12/15/98)

- New Directory Shows Farmers Markets on the Rise (11/12/98)

Features:

- "Featured Market/Market Manager" - American Farmland Trust's FRESHFARM Market

- Research in Progress at Cornell

Upcoming Conferences and Workshops

__________________________________________

Introduction

Happy New Year!

We value your opinion!  Let us know what you think about the Farmer Direct Marketing Website Newsletter. Which feature do you like the best/the least? What additional features would you like to see? E-mail your comments and requests to nichole.holley@usda.gov. 

Print copies of the Farmer Direct Marketing Bibliography are now available. They are free of charge. If you would like to receive a copy, e-mail velma.lakins@usda.gov or use the publication on-line order form. Of course, you can always access the Farmer Direct Marketing Bibliography under Publications.

Back to Contents

The first of four farmer direct marketing focus groups was held in Sturbridge, MA, on December 3, 1998.

Identifying farmer direct marketing issues and opportunities for small farmers through public input is one of the key objectives in the Agricultural Marketing Service’s (AMS) recently adopted Farmer Direct Marketing (FDM) Action Plan. Conducting focus meetings with industry leaders and organizations dedicated to the support of small farmers will provide recommendations for future program activities and begin to build a network of support and resources to promote a broader direct marketing program within USDA. The focus groups will include producers and organizations that facilitate State and regional direct marketing programs around the country. Soliciting public input through focus groups is one of several objectives in the FDM Action Plan, which outlines a comprehensive strategy for greater agency and mission-area involvement in farmer direct marketing.

The Sturbridge direct marketing focus group represents the first of four regional sessions scheduled within the next few months. These sessions are being conducted in cooperation with Cornell University, which will facilitate the sessions and develop a report on the outcomes. This initial session targeted direct marketing facilitators and included representatives from State departments of agriculture, cooperative extension, farmers markets, and community-based nongovernmental organizations from the Northeast and Mid-Atlantic regions.

The session generated a spirited discussion among participants about issues and challenges they face, particularly as they relate to marketing information. Participants discussed a series of questions designed to determine the extent to which information is a challenge in facilitating direct marketing, to identify crucial information gaps, and to brainstorm about useful information products. Examples of the types of questions participants responded to include:

•What are your sources of marketing information? What are the information gaps?

•What are the barriers to accessing direct marketing channels? Which channels are growing or shrinking?

•What are the barriers to the success of direct marketing?

•Where is direct marketing headed in the next 5 years?

•What is role should USDA-AMS play in direct marketing? How can AMS better facilitate direct marketing?

Nineteen direct marketing representatives from 10 Northeast and Mid-Atlantic states attended the session:

Connecticut

Norman Bender - Cooperative Extension

Rick Macsuga - Department of Agriculture

Elizabeth Wheeler - Hartford Food System

Delaware

Carl German - Cooperative Extension

Maine

Deanne Harman - Department of Agriculture

Dick Brzozowski - Cooperative Extension

Massachusetts

Julia Freedgood - AFT - Northeast

Mary Moffit Jordan - Department of Agriculture

Artie Keown III - MA Association of Roadside Stands

Julie Rawson - NOFA - New England

Charlie Touchette - NAFDMA - Executive Director

Maryland

Bob Pooler - Department of Agriculture

New Jersey

Ron Good - Department of Agriculture

New York

Les Hulcoop - Cooperative Extension

Bob Lewis - Department of Agriculture

Pennsylvania

Mike Varner - Department of Agriculture

Larry Yager - Cooperative Extension

Rhode Island

Steve Volpe - Department of Agriculture

Vermont

Lindsey Ketchel - Department of Agriculture

Two focus group sessions are planned to coincide with the North American Farmers Direct Marketing Association’s annual convention on January 22-23, 1999, in Grand Rapids, MI. One session will be held with Midwest growers, and a second will include facilitators of direct marketing. A fourth session is planned for facilitators in the Southeast in early Spring.

For more information, please contact: Errol Bragg, Agricultural Marketing Specialist, Wholesale and Alternative Markets; phone: (202) 690-8317, fax: (202) 690-0031.

The Northeast Sustainable Agriculture Working Group (NESAWG) held its 5th Annual Resource Harvest on December 11-12, 1998, in New Brunswick, NJ, at Rutgers University.

The Northeast Sustainable Agriculture Working Group is "a network of over 60 organizations working to create a sustainable and just regional food and farming system." Founded in 1992, NESAWG provides diverse stakeholders with a forum for dialogue and opportunities for shared action. NESAWG works on Federal, State and local policy reform, community and regional food system development, public education, networking, outreach, and communication.

The objective of the conference was to discuss "What is a sustainable and secure regional food system? How do we get there?" In addition to panel presentations/workshops, 20 of the region's leading farm and food system advocates were invited to ponder these questions in writing. "White Papers" by Northeast community organizers, farmers, academics, economists, nutritionists, and organization leaders were the focus of small group working sessions during the conference.

Panel presentations were given on "Urban Agriculture? Of course!," "Are We Being Served? The Small Farm and the Civil Rights Agendas," " Planning, Preservation and Production: Urban Agricultural Land Use Issues," "Agriculture, Food and Economic Development," "Building the Northeast Community Supported Agriculture Network," "Do Farms and Farming Matter to the Urban Poor?," "Federal Agriculture and Food Policy at the Community Level," and "Eco-Labels: What Do They Mean and Who’s Reaping the Benefits."

The workshop on "Agriculture, Food and Economic Development" was run by John Piotti (Maine Farms Project) and Judy Green (Cornell University Farming Alternatives Program). The objective was to examine how organizations can use food as a community economic development tool and how sustainable agriculture can (and should) be an economic development engine.

Judy Green presented a brief overview of agricultural development goals, agricultural production thinking versus agricultural development thinking, and sustainable development principles. She then outlined the following agricultural development strategies for the Northeast:

- Increase local and regional market share

- Add value to farm products

- Educate the public

- Cultivate urban connections

- Support farm diversification

- Promote agri-tourism

- Protect critical farmland resources

John Piotti described how agriculture must be included in economic development and how the Maine Farms Project (MFP) does this. The MFP is an initiative of Coastal Enterprises (CEI), a State-wide, nonprofit community development corporation with a 20-year track record of creative programs supporting Maine people and communities. CEI began MFP in September 1995 with an initial USDA grant. Since that time, MFP has attracted three additional USDA grants and brought together other resources from a variety of organizations and individuals. MFP’s goal is to increase local food production (primarily for local consumption) as a way to build local self-reliance and effect lasting food system change. MFP’s strategy involves creatively integrating various components of the food system (e.g., farms, processors, markets, restaurants, food pantries) with each other and with broader community development strategies (e.g., downtown renewal). In this manner, MFP intends to use food as a vehicle for sustainable community development.

MFP projects include:

"Community Markets" that use pricing, display, and education to promote Maine food.

"Unity Market Day" held in Unity, ME, to integrate a farmers market into a broader community event which is part of a downtown revitalization strategy.

"Community Farm Incubator" to offer on-site agricultural production and education, real estate development, and off-site strategies supported by these on-site projects.

The workshop, "Building a Northeast Community Supported Agriculture Network," was conducted by Elizabeth Henderson (Northeast Organic Farming Association, New York) and Kathy Ruhf (NESAWG’s CSA Project Coordinator). Their primary objective was to discuss the implementation of NESAWG’s USDA-SARE (Sustainable Agriculture Research and Education) grant. The grant was given to strengthen CSA’s in the Northeast by establishing a regional CSA resource center which would include referral and technical assistance services as well as a research and policy agenda.

Participants discussed what information would be important to include in a data base directory of CSA’s in the Northeast. A list of characteristics that would be important to producers, extension agents, and consumers was discussed, as well as ideas on how to build the data base and where to seek information. There is currently no up-to-date master list of CSA’s in the Northeast.

A conference is in the planning for November 12-13 to bring together people interested in CSA’s in the Northeast.

On the topic of research, participants felt that knowledge of "what is out there" is lacking. There is currently no effective clearinghouse for information, and it is, therefore, quite likely that research is being duplicated. Also, research needs are mixed, and there should be a way to influence what types of research are being done. Finally, it was determined that, in identifying research needs, it is also important that research audiences be identified so the work can be put to good use.

Technical assistance was a difficult area. Participants were challenged by the idea of determining the best way to develop services to make an organization self-sustaining in the long term. The issues of fees and farmer-to-farmer programs were discussed. No clear consensus was reached, but a number of ideas were expressed. In general, participants agreed that technical assistance would be most helpful if kept at a grassroots level.

All in all, the conference provided a great opportunity for people to network and share ideas! NESAWG is one of five regional SAWGS that have formed across the country since the late 1980's. SAWGS "promote a system that gives all people access to high quality, affordable food, protects the environment and sustains rural and urban communities."

For more information about the Northeast Sustainable Agriculture Working Group:

Northeast Sustainable Agriculture Working Group
P.O. Box 608
Belchertown, MA 01007
Phone: (413) 323-4531
Fax: (413) 323-9594
E-mail: nesfi@igc.org

Back to Contents

USDA News Releases:

Release No. AMS-350-98

WASHINGTON, Dec. 15, 1998--The U.S. Department of Agriculture is inviting state departments of agriculture and other appropriate state agencies to submit proposals for matching funds under the Federal-State Marketing Improvement Program. For fiscal year 1999, the program has $1.2 million available for allocation.

Dr. Enrique E. Figueroa, administrator of USDA's Agricultural Marketing Service, which administers FSMIP, said, "FSMIP funds may be requested for a wide range of marketing research or marketing service projects aimed at exploring new market opportunities for food and other agricultural products or improving the efficiency and performance of the marketing system through which these products flow from the farm to the consumer."

Particular attention should be given to proposals to develop direct marketing strategies and initiatives that benefit small farms, to partner with community-based organizations interested in pursuing local or regional food system strategies, and to others that address marketing issues of particular importance to limited-resource farms.

FSMIP funds will be allocated during two rounds of competition. Proposals received by Jan. 25, 1999, will be considered during the first round, and those received by June 14, 1999, will be considered during the second round. Federal funds awarded to any project must be matched, at least equally, by non-Federal funds or in-kind resources.

The notice inviting applications for FSMIP funds for fiscal year 1999 will appear in the Dec. 16 Federal Register. States interested in applying for FSMIP funds may submit proposals to Larry V. Summers, FSMIP Staff Officer, Transportation and Marketing, Agricultural Marketing Service, USDA, Room 4006-S, P.O. Box 96456, Washington, D.C. 20090-6456; tel. (202) 720-2704.

Back to Contents

Release No. AMS-327-98

WASHINGTON, Nov. 23, 1998--The number of farmers markets in the United States has grown dramatically, according to new data released today by Agriculture Secretary Dan Glickman. USDA's 1998 updated farmers market directory lists 2,746 farmers markets operating in the United States, up from 2,410 in 1996 and 1,755 in 1994, when USDA began collecting the data.

"The number of farmers markets has increased 56 percent in the last four years," said Glickman. "That is great news for American farmers and American consumers. Farmers markets open new markets for local farmers and provide consumers with access to locally grown, farm-fresh products at reasonable prices."

USDA's popular National Directory of Farmers Markets is now available to the public on the Internet and will be available in hard copy by the end of the year. It provides a summary of market locations, contacts, telephone and fax numbers, days and hours of operation, and participation in the Special Supplemental Nutrition Program for Women, Infants, and Children and food gleaning and food recovery.

"As the 1998 farmers market season draws to a close, we are continuing to serve the public by providing this updated information to consumers and producers," said Michael V. Dunn, undersecretary of agriculture for marketing and regulatory programs. "The directory is an informative resource for farmers, market operators, and consumers."

The updated National Directory of Farmers Markets can be accessed on the Internet at http://www.ams.usda.gov/farmersmarkets. To obtain a copy of the directory, contact Denny Johnson, USDA-AMS-T&M-W&AM, Room 2642-S, 1400 Independence Ave., SW., Washington, D.C. 20250-0267; tel. (202) 720-8317; or e-mail denny_n_johnson@usda.gov.

Back to Contents

Release No. AMS-295-98

WASHINGTON, Nov. 18, 1998--The U.S. Department of Agriculture today announced that it has launched a new farmer direct marketing Internet web page. The web page provides a wide variety of resources and information on this growing agricultural sector.

"USDA's newest web page is aimed at small and medium-sized producers and others interested in learning more about farmer direct marketing," said Michael V. Dunn, USDA's under secretary for Marketing and Regulatory Programs. "The farmer direct marketing web page covers a variety of topics and also links to federal, state, university, and other web sites relating to direct marketing."

The site features a monthly newsletter, publications, a bibliography, and schedule of national and regional conferences and workshops. Resources such as information about list servers and links to other USDA and federal programs, state departments of agriculture, national and regional associations, and individual farmers and public markets with web sites are available. The web page also provides contact information, and eventually will feature on-line order forms for publications.

"This web page is one component of a larger comprehensive farmer direct marketing initiative within USDA," said Dr. Enrique E. Figueroa, administrator of USDA's Agricultural Marketing Service. "It offers a readily accessible and useable information exchange for those involved in farm direct marketing, a marketing channel of vital importance to the continued growth and expansion of agriculture."

The Farmer Direct Marketing web site can be found at http://www.ams.usda.gov/directmarketing. 

FRESHFARM Market, American Farmland Trust, Washington, DC

1. Describe American Farmland Trust (AFT). What are your objectives? What types of projects are you involved in?

"American Farmland Trust was founded in 1980 by farmers and conservationists who were concerned about the destruction of our nation’s farmland by sprawling development. AFT’s mission is to stop the loss of productive farmland and to promote farming practices that lead to a healthy environment. Our programs include public education, technical assistance, policy development and direct farmland protection projects. And, beginning in 1997, the FRESHFARM Markets."

2. In 1997, AFT established a farmers market (FRESHFARM Market) at Dupont Circle in Washington, DC, on Sunday mornings. This year, AFT started a second market in St. Michaels, MD, on Saturdays. Why did AFT decide to organize farmers markets? Since you are clearly expanding this program because of success, how have you gauged its success?

"The wonderful thing about farmers’ markets is that it puts a face on food. An urban dweller bites into a perfectly ripened, locally grown peach or tomato from the market and knows the farmer who grew it. He or She then connects this delicious food with a person, the farmer, and then associates both with local farmland. In this way, city folks begin to understand the importance of protecting local farmland. And, by buying directly from farmers in producer-only farmers’ markets, more of the food dollar goes directly to the farmer, helping keep the land in agricultural production.

The critical gauge of success for a farmers’ market must be how good business is for the farmers. Farmers’ markets should increase direct farmer sales. From the extensive research Yonkers conducted in preparation for FRESHFARM Market, she found that the most successful markets have business as their primary goal. There are, of course, other valuable goals and benefits of farmers’ markets such as community development, nutrition, etc. However, the ability of the market to achieve any goal is dependent on the farmers’ economic success at market as this determines their willingness and ability to continue participating. If the farmers aren’t making money, they will not come back and the market will close."

3. Tell us a little about both markets. How many producers do you have at them? What kind of products are sold? What are the hours of operation, and what is your season of operation?

"The FRESHFARM Markets are producer-only markets with farmers from the Northern Piedmont (Maryland, Pennsylvania, Virginia, West Virginia) and the Mid-Atlantic Coastal Plain (Delaware and Maryland), the second and ninth most threatened areas for farmland loss in the nation, respectively. In these producer-only markets, farmers can sell only what they grow themselves. This year we expanded the market season for Dupont Circle from May 3 through December 20 and had twenty farmers. In its first year, the St. Michaels market season was from July 4 through October 31 with four farmers.

The farmers grow many foods that you just can’t find at local groceries. They also offer fresher, higher quality versions of many foods that you can buy at groceries. We had more than 15 varieties of heirloom tomatoes at market this summer! A dozen types of heirloom peppers and eggplants! Over a dozen varieties of apples were available from August through December!"

4. The Dupont Circle FRESHFARM Market is a very lively gathering! How did you pick the location? What makes this market unique for producers and consumers?

"Ann Yonkers did the site evaluation for both markets and had the advantage of working with real market pro, Joel Patraker of New York’s GreenMarkets. He played a major role in helping to select Dupont Circle. Yonkers’ feasibility study, funded by the Wallace Genetic Foundation, considered such factors as the site’s visibility, ability to accommodate farmers’ vehicles and pedestrian traffic flow, and proximity to potential customers, public transportation, roadways and parking. It was also important that there be buy-in from the local community, businesses and government. The Dupont Circle citizens and businesses were very supportive of the market from the start. In addition, we looked for a site with an opportunity for expansion.

The ideal market site has all these characteristics. In reality, no perfect site exists. The key is finding a central location with enough factors working for it and creating a market that then begins to draw crowds and a regular customer base as the word of its appeal spreads through customer satisfaction."

5. Why did you decide to have a "Chef at the Market"? How have you recruited chefs? Are there particular types that you have sought? What kind of guidelines do you give them? Why do the chefs participate?

"The Chef at the Market program is a wonderful educational opportunity for customers and chefs. Local chefs are invited to market to show people how to prepare fresh, seasonal produce. Most farmers’ markets have foods most people are not accustomed to seeing, such as heirloom tomatoes, exotic broccoli and eggplant, and great varieties of apples and squashes – just to name a few! Even the adventurous cook can be overwhelmed. The chefs give market patrons ideas by sharing their recipes and samples of the foods.

The other learning goes on with the chefs. They discover the glorious local produce farmers have to offer and then many begin buying directly from the farmers. The chefs also enjoy doing the demonstrations at market because it gives them an opportunity to contribute to the community. In addition, at the market they meet current and future restaurant patrons."

6. Why does AFT feel it is important that the FRESHFARM Markets are "producers only" markets? What are the criteria for a producer to sell at your market?

"In a producer-only market all of the food dollar goes back to the farmer. And, therefore, those dollars go directly into keeping local farmland in production.

Farmers at market may sell only what they themselves grow. We have a market application process and market rules that enforce the producer-only requirement. We also visit each farm to ensure that what is sold at market is grown on the land. Most importantly, when we began conceptualizing FRESHFARM Market, we asked the farmers what they wanted in a market. Our farmers prefer to sell in a producer-only market because this creates a level playing field. Unfortunate and surprising as it may seem, non-farmers or hucksters can often buy non-local, wholesale produce and resell it for less than what a local farmer can afford. Limiting a market to producers generally generates higher quality produce and fairer prices for the farmers. After all, the point of the market is to provide a venue for local farmers to sell directly so they can keep more of the food dollar in their pocket."

7. What were the greatest challenges you had in starting either of these markets? What suggestions would you have for other organizations like your own that are looking to start a farmers market?

"As we mentioned before, the primary goal of the market must be business. When you put farmers’ sales as your priority, the other pieces will fall into place more readily. When you need good sales, you’ll go out and find the site that attracts the most customers, you’ll promote the market as a place to buy. If you put tourism or community revitalization as the focus, you may lose track of the farmers. And if the farmers aren’t successful in selling their products, they will not come back. And the market will fail."

8. Are you looking to expand this program in the future? Will FRESHFARM Market being doing something new next year?

"The FRESHFARM Market is a project of American Farmland Trust’s newly created Public Education Division. As part of this division, we hope to create a national network of farmers’ markets to spread the message of connecting the food to the land. Working with others, we will create and share educational programs and materials to spread this message. Many of these new projects will be tested in American Farmland Trust’s FRESHFARM Markets in Washington, DC and St. Michaels, MD"

Thanks to Ann Yonkers, Marlene Kweskin and Bernie Prince for taking the time to share their knowledge and experiences!

For more information about American Farmland Trust and their FRESHFARM Markets, please contact:

Ann Harvey Yonkers, Market Manager, ayonkers@farmland.org

Marlene Kweskin, Market Coordinator, mkweskin@farmland.org

Bernie Prince, Public Education Director, bprince@farmland.org

American Farmland Trust
1200 18th St., N.W., Suite 800
Washington, DC

Phone: (202) 331-7300
Fax: (202) 659-8339

Website: http://www.farmland.org

Research in Progress at Cornell

New Farmers Market Research Project

The following abstract was received from Hilchey, Gillespie, and Mouillesseaux-Kunzman.

"Farming Alternatives is launching a new farmers market research project, ‘Retail Farmers
Markets and Rural Development: Entrepreneurship, Incubation, and Job Creation,’ funded
by the Fund for Rural America. Its goals are, first, to better understand and document how
farmers markets incubate rural enterprises and, second, to disseminate these findings for
enhancing rural productivity and adaptability, creating businesses and jobs, increasing
household incomes, generating tax revenues, and improving residents' quality of life.
In carrying out the project we will be studying a sample of farmers markets across New York
and will be contacting the farmers, food processors, and crafters participating in these markets.
We will begin with a telephone survey of the market managers of 60 randomly selected farmers
markets stratified by community size. This survey will be followed by a mail survey of market
vendors in 30 of these markets, and later by several vendor case studies focused on the ways
in which farmers markets promote enterprise incubation. Through this research we aim to show
how farmers markets' affect their farm, food processing, and craft vendors and their communities.

Parallel surveys and care studies are being undertaken in California and Iowa by our collaborators
in the University of California-Davis Sustainable Agriculture Research and Education Program
and the Iowa State University Sociology Department, respectively.

We believe this project will yield valuable information for farmers market vendors, farmers
markets, and rural communities and hope you and your organization will support it. Toward this
end, please feel free to include a note about the project in the announcement section of any
newsletters published by your organization. If you would like further information or have any
questions about the study, please contact any one of us."

Back to Contents

Back to Contents