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LFS 350 presentation on FFBL Surrey program

LFS 350 presentation on FFBL Surrey program

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  • Community of learners Internet Research Questionaires Community Partner SWOT analysis Trademarking CSL
  • CBR:  involving community members where we both have the opportunity to collaboratively work on resolving their social issue.  In this case it is the connection within their food system between local producers and consumers.  CSL benefited City of Surrey's FFBL program as well to improve Flavours of Surrey Event Contributions to Community Food Security Assessment from CBR and CSL -further develop their Farm Fresh Buy Local program -incresing the accessibilty of local food "(through product labelling, decrease language barriers to choosing local)" --all 3 pillars of Sustainability   CS: possible improvements to an event organized by the Farm Fresh Buy Local Campaign, provided suggestions and reccommendations on how they can improve this event to promote local food demand within Surrey, overall this contributed to creating a more sustainable community food system when Surrey consumers are supporting their local farmers. ***my note: Flavours of Surrey wasn’t organized by FFBL. But we suggested our findings from our CBR project to the organizers of Flavours of Surrey… interrelated issues from departments … an opportunity for collaboration between them   "Hands-on" CS:  1) Flavours of Surrey Restaurant and Craft Vendor Feedback "via phone survey and presented findings to City of Surrey Planner "  "spoken part" 2) A Rocha Community Supported Agriculture Subscriber Survey Feedback  "soliciting feedback with subscribers on current program" 3) Presenting our final paper to our Community Partner in Surrey 
  • photo source: Urban Sprout  http://www.urbansprout.co.za/community_supported_agriculture_csa_project_in_cape_town

Transcript

  • 1. Farm Fresh Buy Local Surrey LFS 350 2009 Ally Gallop, Queenie Bei, Genevieve Chandler, Sam Sweetland, Eva Lee and Jocelyn Chan
  • 2. Our Expertise
  • 3. The Itinerary
    • Introduction
      • Background on Surrey
      • Background on the project
      • Our research question
    • Methods
    • Findings and recommendations
        • Marketing Strategies
        • Trademarking
        • CSL/Policy
    • Conclusion and Reflections
  • 4. A little background...
    • Back in 2006, population was 394,976 (BCStats, 2006)
    • Now it’s over 462,000 (City of Surrey, n.d.a)
    • Surrey has 6 town centres:
      • Whalley
      • Guildford
      • Fleetwood
      • Newton
      • Cloverdale
      • South Surrey
  • 5. Bridging the gap
    • Most of the farm land is in South Surrey (City of Surrey, n.d.a)
      • ALR land in Surrey
    • Promoting a mutual relationship between the growing urban population and agricultural sector
    • Strengthen the local economy
  • 6. What is FFBL?
    • Program temporarily managed by Tracey Sutherlan d (Our community partner)
    • Launched by the City of Surrey
    • to promote purchasing of local foods
    • Promotes sustainability of the local food supply
      • Food travels less miles to the consumers ( environmental)
      • the money generated through purchases stay within Surrey (economical)
      • Build relationships between urban communities with farmers of Surrey (social)
  • 7. Our Research Questions What are the most feasible methods to market FFBL to the urban communities of Surrey? How do we create a trademarked program to regulate the use of FFBL's logo that does not compromise its brand?
  • 8. Methods How we obtained information to answer our questions
  • 9. Methods Community of Learners Internet Research Questionnaires Community Partners SWOT Analysis Trademarking CSL
  • 10. Metchosin Farmer’s Market   Fraser Valley Farm Direct Marketing Association
  • 11. Community Service
    • A Rocha Surrey Farm (Taken from: Flickr)
  • 12. Our Contributions
    • "Hands-on" CS: 
    • Flavours of Surrey
      • Gathered feedback from restaurateurs and artisans
    • A Rocha
      • Recorded feedback from program subscribers
    • Presenting our final paper to Tracey in Surrey (Tomorrow)
    Taken from: Urban Sprout 
  • 13. Findings Our qualitative analysis
  • 14. Swot analysis S W O T
  • 15. Our Top 3 – social media
      • A main website, blogging or twittering
      • Cost effective
      • Can access where ever internet is available
      • Mainly to attract the public, not as geared towards farmers
      • Requires consistent activity to keep followers interested in the program
    Farm Fresh Buy Local Surrey
  • 16. Our Top 3 - pamphlets
      • Current FFBL pamphlet should be updated
      • Provides information about seasonal and all year round farms and their locations
      • People can read it at their convenience
  • 17. Our Top 3 - education
    • We want the logo to be seen but also RECOGNIZED
    • Educate how FFBL is supporting the local economy
    • Programs specific for farmers, adults and students (elementary and high school)
    • Requires more workers but can easily be operated with volunteers
      • UBC Nutrikids
  • 18. Trademarking Simcoe County Farm Fresh Vs. TM
  • 19. Mission Statement Surrey "recognizes the economic value and potential of Surrey’s agricultural sector, and will promote efficient land use within agricultural areas and the development of value added and service industries to support and complement the Surrey agricultural community" (Surrey City of Parks, 2009, p. 32).
    • Identified as a high quality product
    • Brand development could be an incentive for farmers
  • 20. Registered Programs in Place
  • 21. Recommendations For FFBL and LFS 350’s future considerations
  • 22. Conclusion & Reflections
  • 23. References
    • BCStats. (2006). Surrey BC - Community Facts. Victoria, BC: BC Stats.
    • City of Surrey. (n.d.i.). Agricultural land use in Surrey. Retrieved from http://www.surrey.ca/Doing+Business/Agriculture+and+Farming/Agricultural+Land+Use+in+Surrey.htm
    • City of Surrey. (n.d.i.). Facts. Retrieved from http://www.surrey.ca/Visiting+Surrey/About+Surrey/Facts.htm
    • City of Surrey. (n.d.i.). Size and location of houses on ALR properties – public open house. Retrieved from www.surrey.ca/NR/rdonlyres/49D25671-4DBA-4BF9-8C76-48C842E7ACF9/0/DisplayBoards.pdf 
    • Krista Albrecht, Gurjeet Kambo, Yuki Nakagawa, Teena Schneider and Grace Shyong (2008).  AGSC 350 2008 CFAP.  Vancouver, BC: UBC.
    • Pleadwell, J. (2009, November ???). Questionnaire 2009 - Vancouver Farmers' Markets (Q. Bei, Interviewer) 
    • Qazi, J. (2009, October 14). Questionnaire 2009- EAT Wenatchee, WA. (J. Chan, Interviewer)
    • Simmonds, M. (2009, November 15). Questionnaire 2009 - Metchosin. (A. Gallop, Interviewer)
    • Stuart, M. (2009, October 28). Questionnaire 2009 - Surrey Urban Farmer's Market. (G. Chandler, Interviewer)
    • Surrey City of Parks. (2009). Official community plan (By-law No. 12900). Retrieved from the City of Surrey: http://www.surrey.ca/Inside+City+Hall/By-laws/default.htm
    • Surrey City of Parks. (2004).  Policy for considering applications for exclusion of land from the Agricultural Land Reserve . Retrieved October 29, 2009 from the City of Surrey at www.surrey.ca/NR/rdonlyres/282D9392-E9CB-4408-9CCD-0B4140B75223/0/O51.pdf
    • Yee, L. (2009, October 19). Questionnaire 2009- Getlocal.org. (J. Chan, Interviewer)