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Going Local
Models and Solutions
for Local Systems
Amber Bieg, MBA
www.green-ideas.com
How do you define the
boundaries?

Watershed

Foodshed

Fibershed

“Local” doesn’t necessarily mean within 100 miles. I de...
Keys to successful local systems
Integration
(vertical or virtual)

Stewardship

Accountability

Community
Investment

Con...
The Food Commons Model
What is the Food Commons?
• A business development
initiative to create integrated,
sustainable, and economically
competit...
What does this look like?
The Food Commons is made of up three integral parts:
a land trust, a financing arm, and an operating entity
•

Non-profit
...
Combining the hub with vibrant public spaces

Potential Ancillary Hub Functions (for
profit, non-profit, and/or public):

...
Core Hub Functions:
• Strategic planning and enterprise management
• Sales & marketing
• Production planning
• Packing & l...
Point of Purchase Marketing is Key!
Just simple sign indicating “local” drives up local sales by 3%

Local

Fresh

Trusted
Point of Purchase Prompt
The Fibershed Model
90% Drop in US Sheep Population
Why is New Zealand Successful?
Why is Australia Successful?
The Myth of Overseas Competition

Credit: New York Times
The California Wool Mill Example
Why people buy local
700
600
500
400
300
200
100
0

Support ag and
local economy

Perceived Safety
and Quality

Source: Io...
The Hawaii Context
$597 Million
in Ag
Exports to
Mainland

Only $79
Million was
edible

Estimated less than 8% of it was e...
Vertical Integration
Strengths
Consistent HR policies and
practices
Employee mobility and
advancement opportunities

Trans...
Virtual Integration
Strengths

Weaknesses

Potentially high individual
rewards for
entrepreneurship and risktaking

Barrie...
Tools for Virtual Integration

Eco Trust Food Hub
(www.food-hub.org)

Local Dirt
(www.localdirt.com)

MARKETING!!!!
Community Financing is Key
Shareholders

CSA Model

• Direct Public Offering

• Credibles.com

Cooperative
ownership

Non-...
Keys to successful local systems
Integration
(vertical or virtual)

Stewardship

Accountability

Community
Investment

Con...
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Going Local - techconkona.11.2.13

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  • USDA just conducted the 2012 census, and we have approximately 6.6 million sheep in the United States.
  • Advertising, advertising, advertisingAdvertising to consumersVery aggressive advertising campaigns Reliable domestic consumers with national pride! 100% pasture raised, smaller lambs = quality meatPride in their sheep
  • Advertising, advertising, advertisingAdvertising to consumersVery aggressive advertising campaigns Reliable domestic consumers with national pride! 100% pasture raised, smaller lambs = quality meatPride in their sheep
  • Transcript of "Going Local - techconkona.11.2.13"

    1. 1. Going Local Models and Solutions for Local Systems Amber Bieg, MBA www.green-ideas.com
    2. 2. How do you define the boundaries? Watershed Foodshed Fibershed “Local” doesn’t necessarily mean within 100 miles. I define local as a system where 100% of the benefit returned to the community where materials, goods or wealth is sourced = wealth is not extracted.
    3. 3. Keys to successful local systems Integration (vertical or virtual) Stewardship Accountability Community Investment Consistent Brand & Marketing 3
    4. 4. The Food Commons Model
    5. 5. What is the Food Commons? • A business development initiative to create integrated, sustainable, and economically competitive regional food enterprises that are owned by and for the communities in which they operate. • A large-scale initiative to design and build a nationally networked system of physical, financial and organizational infrastructure that enables these regional food enterprises to develop, collaborate and thrive. 5
    6. 6. What does this look like?
    7. 7. The Food Commons is made of up three integral parts: a land trust, a financing arm, and an operating entity • Non-profit communitybased financial institution that aggregates and supplies capital and financial services to Food Commons-related enterprises • Fresno Food Commons Fund Fresno Food Commons Trust Non-profit communitybased land trust to acquire and steward critical foodshed assets Fresno Food Commons Community Corporation • Vertically integrated, communityowned regional food system enterprise including farms, processing, wholesale distribution, and retail stores 7
    8. 8. Combining the hub with vibrant public spaces Potential Ancillary Hub Functions (for profit, non-profit, and/or public): • Value-added processing • Demonstration farm • Commercial kitchen • Educational programs • Incubator kitchen • Health and human services • Public market • Mobile vendors • Gleaning program • Public meeting space • Community garden 8
    9. 9. Core Hub Functions: • Strategic planning and enterprise management • Sales & marketing • Production planning • Packing & light processing • Aggregation & distribution • Logistics • Certification & quality assurance • Training • Business services (HR, IT, accounting, legal, government relations, etc.) • FC Bank & FC Trust offices
    10. 10. Point of Purchase Marketing is Key! Just simple sign indicating “local” drives up local sales by 3% Local Fresh Trusted
    11. 11. Point of Purchase Prompt
    12. 12. The Fibershed Model
    13. 13. 90% Drop in US Sheep Population
    14. 14. Why is New Zealand Successful?
    15. 15. Why is Australia Successful?
    16. 16. The Myth of Overseas Competition Credit: New York Times
    17. 17. The California Wool Mill Example
    18. 18. Why people buy local 700 600 500 400 300 200 100 0 Support ag and local economy Perceived Safety and Quality Source: Iowa State University, Allan Ortiz 2010 Env. Benefits from Reduce fossil fuel farms use
    19. 19. The Hawaii Context $597 Million in Ag Exports to Mainland Only $79 Million was edible Estimated less than 8% of it was eaten in the State of Hawaii
    20. 20. Vertical Integration Strengths Consistent HR policies and practices Employee mobility and advancement opportunities Transparency and system efficiencies resulting in lower prices to consumers Weaknesses May be perceived as competitive threat to independent businesses Management complexity Built-in visibility Broad-based local ownership and control Start-up cost and complexity
    21. 21. Virtual Integration Strengths Weaknesses Potentially high individual rewards for entrepreneurship and risktaking Barriers to new entrants (capital, skills) and high failure rate of independent businesses Reduced start-up cost and complexity Transaction costs Participation and support from existing enterprises individual profit maximization
    22. 22. Tools for Virtual Integration Eco Trust Food Hub (www.food-hub.org) Local Dirt (www.localdirt.com) MARKETING!!!!
    23. 23. Community Financing is Key Shareholders CSA Model • Direct Public Offering • Credibles.com Cooperative ownership Non-profit ownership • Farmer • Multi-stakeholder • Land Trust
    24. 24. Keys to successful local systems Integration (vertical or virtual) Stewardship Accountability Community Investment Consistent Brand & Marketing 24
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