Nuestras Raices: A Model for Financial Permaculture

Nuestras Raíces:   Permaculture Economic Development  

HOLYOKE, MA  Called the “Paper City” because it was a  center of the world’s paper industry,  sBll proud but dealing with changing  economy and poverty:  High rates of substance abuse (4 Bmes  state rate), teen pregnancy (highest  in state), and unemployment (31%)  in downtown neighborhoods.  Changing populaBon, now more LaBnos  than whites in downtown, 40%  overall, 85% of populaBon in  downtown wards, 80% of children in  public schools, highest percentage of  Puerto Ricans of any city in US  outside of PR 

Years of neglect and  disinvestment have led  to demoliBons and  arson. 

(Our Roots)  Fostering economic, human and community  development in Holyoke, MassachuseVs through  projects relaBng to food, health, agriculture, the  environment and arts & culture. 

HERITAGE AND KNOWLEDGE    Many of the residents of downtown  Holyoke have come from rural  Puerto Rico.  Many grew up on  farms and many ﬁrst came to the  Northeast as migrant farm workers.  The members of Nuestras Raíces  have lifeBmes of experience in  farming.  They are proud to use their  knowledge to improve their  neighborhoods and pass on their  heritage to a younger generaBon.   

Community Gardens 

Youth Program 

Raices LaBnas 

Environmental Jus8ce  The environment aﬀects health and pride of city residents.  Nuestras Raíces youth and staﬀ  research, educate and organize the  community to address the  environmental issues of our community 

Centro Agrícola  Shared Use  Kitchen and  Miracle Sweets  Bakery   Mi Plaza  Restaurant  Greenhouse:  Marine Reef  Habitat  Plaza with outdoor  market  An abandoned building and vacant lot transformed into a vibrant center for  micro‐enterprise development 

Roots Up Green Jobs Program 

Tierra de Oportunidades   New Farmer Project 

Tierra de Oportunidades Project: 2004‐2006  Many residents of Holyoke  grew up on farms in Puerto  Rico and have extensive  farming backgrounds. Many  ﬁrst came to the Northeast  as migrant farm workers.     They would like to farm, but  face many barriers including  language and access to land  and capital.  

Aspiring farmers take a training course and come to workshop  and ﬁeld trips  TranslaBon at Northeast Risk  Management Conference 

Farmers raise Puerto  Rican specialty crops  like ají dulce and  calabaza, plus  tomatoes, eggplants,  sweet corn and more. 

Live goats, rabbits, chickens, and pigs are sold on the farm for  home slaughter 

The Farm in 2005 

In May 2006 we gained access to the adjacent 26  acres of prime farmland. Youth, farmers, and  community leaders developed a master plan.  

ParBcipatory Design Process 

KEY and GOAL SETTING…  Visual Program

A unique resource in a highly developed area  • Located on ConnecBcut  River   • Home to 11 at‐risk or  endangered species  • World‐class farmland  • Intense development  pressure  • A mile from intersecBon  of Rt. 90 and Rt. 91  • A mile from largest mall  in New England  Site analysis 

Nuestras Raíces Farms  Concept Statement Read to Consumers “Nuestras Raíces Farms is a site made up of beau5ful farms by a river with a variety of features and ac5vi5es. Visitors will be able to buy fruits, ﬂowers, herbs and vegetables from the farms, even some that normally grow only in Puerto Rico or in the tropics…. …There will be a peDng zoo for children and demonstra5ons of Paso Fino horses. There will be walking trails through the farms and by the river. Families will be able to enjoy tradi5onal roasted pork outdoors. There will be cultural ac5vi5es like Spanish music. The farm environment will give the feeling of being far away from the city.” 24 

Concept ReacBon: General  There was overwhelming enthusiasm for Nuestras Raíces Farms (NRF) as described in the concept. Over 8 in 10  persons surveyed said they would visit the site. The desBnaBon has appeal as a family opBon as relaBves and  children are the types of persons most likely to be brought along .  Probably  Deﬁnitely  (84%)  25 

Concept ReacBon: Time Commitment  Not only would the majority of respondents visit Nuestras Raíces Farms, but also they would be willing to take a  fairly long drive to get to the site –2 hours in the typical respondent. Consumes would be willing to spend a  fairly long amount of Bme at the place as well. Based on the median response, the typical respondent would  spend four hours at NRF. These responses are consistent with NRF’s intenBon to consider itself as a day‐long  ouBng experience.   Time Willing to Drive  Time Willing to Spend at DesBnaBon  Time Cumulative % Time Cumulative % Up to 30 min 9% Up to 1 hr 6% Up to 1 hr 33% Up to 2 hrs 18% Upt o 1.5 hr 39% Up to 3 hrs 34% Up to 2 hrs 63% Up to 4 hrs 49% Up to 2.5 hrs 66% Up to 5 hrs 59% Up to 3 hrs 79% Up to 6 hrs 72% Up to 3.5 hrs 81% Up to 7 hrs 77% Up to 4 hrs 89% Up to 8 hrs 82% Over 4 hrs+ 100% Beyond 8 hrs 100% MEDIAN 2 HOURS MEDIAN 4 hrs 26 

Nuestras Raíces Market Radius  Based on the two‐hours the typical consumer is willing to drive to reach Nuestras Raíces Farms, the market for the business lies  inside a 100‐mile radius, approximately. This means that consumers in ciBes with signiﬁcant Hispanic populaBons as far south as  New Haven and Bridgeport and as far east as Worcester will be likely targets.  27 

Concept ReacBon: Speciﬁc acBviBes  Consumers would welcome a variety of acBviBes at Nuestras Raíces Farms. Cultural events and the ability to  purchase fresh products are parBcularly appealing.  28 

Lechonera  (Roasted pork outdoor restaurant)  Concept Statement Read to Consumers     “One of the products that Nuestras Raíces Farms will oﬀer visitors will be a tradi5onal outdoor pig roast (lechón asado). Individuals will be able to purchase pork by the pound, and eat it there or take it out with them. Other ﬁxings like rice and pigeon peas (arroz con guandules), plantains, yuca, and bread, will be available as side dishes.” 29 

Lechonera Concept ReacBon  There was overwhelming enthusiasm for the Lechonera concept as well. Eight in 10 persons said they would  visit the place described in the Nuestras Raíces concept just to eat pork. The typical parBcipant said he/she  would drive up to one hour to reach this dining desBnaBon.  Time Cumulative % Probably  Deﬁnitely  Up to 30 min 31% (80%)  Up to 1 hr 62% Upt o 1.5 hr 68% Up to 2 hrs 83% Up to 2.5 hrs 87% Up to 3 hrs 93% Up to 3.5 hrs 94% Up to 4 hrs 97% Over 4 hrs+ 100% MEDIAN 1 hr 30 

Lechonera Market Radius  Based on the one‐hour the typical consumer is willing to drive to reach the Lechonera, the market for this parBcular business lies  inside a 50‐60 mile radius, approximately. This means that Harpord, CT, a Hispanic market located 40‐minutes to the south, is  well within the restaurant’s marketable area.  31 

Design concept 

Design! 

Nuestras Raices Farm   Economic Development 

TOP ENTERPRISE GUIDELINES   Every enterprise must:  1) Contribute to the proﬁtability of the farmers and/or create  new income opportuniBes for the community – businesses and  jobs  2) Generate income or at least break even for Nuestras Raices  3) Minimize ongoing management/oversight from the  organizaBon (extra points for low investment and/or shiring at  least some iniBal investment to the entrepreneur)  4) Not pollute environment, completely disrupt neighborhood,  or have bad eﬀect on reputaBon of Nuestras Raices  5) Contribute to social goals – community, social integraBon,  heritage, educaBon, environment 

20 crop & livestock farms for 2009 

La Finca Farm Store & Gir Shop  • Farm fresh produce & ﬂowers  • Hats & T‐shirts with logo  • Cold drinks  • Bedding plants  Future oﬀerings:  • Eggs  • Farmer cheese  • Meats: rabbit, goat, pork, poultry 

Petng Zoo  •  Featuring Caribbean  heritage livestock  breeds  •  TradiBonal thatched  bohio & murals 

Paso Fino Horse DemonstraBons  • TradiBonal breed &  gait from Puerto  Rico  • Boarding, breeding,  showing, training  sales  • Pony rides  • Rebuilding historic  barn 

La lechonera  barbeque  • TradiBonal Puerto Rican  lechon • On‐farm, direct‐market,  value‐added livestock  markeBng  • #1 aVracBon according  to market research 

Greenhouse OperaBons  •  Waste vegetable oil heaBng system 

Cultural Events  • Live music  • Theater & folkloric dance  • Dominoes tournaments  • Interfaith blessing 

Guiding Principles of Community Development  •  Community‐driven  •  Based in the culture and experiences of the community  •  Environmentally posi8ve  •  Designed to build long‐term economic opportuni8es and  capacity for community members  •  Taking control of land and community space 

How does Nuestras Raíces demonstrate  permaculture?  •  An agriculturally producBve  urban ecosystem  •  FuncBonal interconnecBon  •  Serves the needs of the  community  •  Uses products and skills of  community  •  Supplies essenBal needs  •  Harmonious integraBon 

Nuestras Raices: A Model for Financial Permaculture

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