Direct marketing your farm by sue b. balcom


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This is a presentation by FARRMS Marketing and Outreach Coordinator Sue B. Balcom. Please contact FARRMS at 701-486-3569 if you wish to have Sue present at your local conference.

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  • Is local a good way to build community wealth? I think so. But how does that fit into North Dakota’s economy
  • Direct marketing your farm by sue b. balcom

    1. 1. Direct marketing your farm To schools and institutions
    2. 2. How do you define local? <ul><ul><li>50 miles </li></ul></ul><ul><ul><li>100 miles </li></ul></ul><ul><ul><li>North Dakota </li></ul></ul><ul><ul><li>Surrounding states </li></ul></ul>
    3. 3. <ul><li>USDA expects demand for local food to grow from about $4 billion in 2007 to as much as $7 billion by 2012.  </li></ul><ul><li>This indicates a great deal of economic potential for more food hubs around the United States, enabling smaller farmers to be connected to larger local and regional markets. </li></ul>Demand for local rises $7 billion
    4. 4. Urban area growth in ND <ul><ul><ul><li>Rural Urban Total </li></ul></ul></ul><ul><li>Year      </li></ul><ul><li>1980 418,382 234,335 652,717   </li></ul><ul><li>1990 381,412 257,388 638,800 </li></ul><ul><li>2000 358,234 283,966 642,200     </li></ul><ul><li>2010 347,173 325,418 672,591 </li></ul>SOURCE:
    5. 5. Percent Change in Population, 2000-10
    6. 6. Our dwindling number of farmers <ul><li>What’s the average age of farmers today? </li></ul>
    7. 7. Our dwindling vegetable variety
    8. 8. Why are local foods important? <ul><li>Economics </li></ul><ul><li>Community health </li></ul><ul><li>Personal health </li></ul><ul><li>Future of our children </li></ul><ul><li>Choice, the right to choose what we eat and who we purchase from… </li></ul>
    9. 9. Building community wealth <ul><li>Assets owned, controlled, or influenced by the community and used for the betterment of the community and its members. </li></ul>
    10. 10. What if we ate more local? <ul><li>Iowa State University research showed that if that region’s consumers ate five locally-grown fruits and vegetables each day for only the three months when they are in season, it would create $6.3 million of labor income, and 475 new jobs within the locale. </li></ul>Swenson, David (2008) “ Economic Impact Summaries ” covering Black Hawk County region. March. University of Northern Iowa Center for Energy and Environmental Education.
    11. 11. Every day, ND schools serve <ul><li>75,314 lunches </li></ul><ul><li>18,810 breakfasts </li></ul><ul><li>8,001 Fresh Fruit or Vegetable snacks </li></ul>That’s 1/2 cup fruit or vegetable (juice counts) for breakfast. Grades K-3: 1/2 cup Vegetables/Fruits (2 different kinds) for lunch Grades 4-12: 3/4 cup vegetables/fruits (2 different kinds) for lunch.
    12. 12. Let’s do the math <ul><li>75,314 lunches x .5 cup of vegetables = 6,778,260 servings divided by 2 = 18,828 cups of vegetables or fruits served every day. </li></ul><ul><li>So if … </li></ul><ul><ul><li>1 apple = 1 cup that’s 18,828 apples divided by 3 apples in a pound or 6,276 pounds of apples x .50 a pound = $3,138 </li></ul></ul><ul><ul><li>3 cups diced carrots = 1 pound or 6,276 pounds of carrots x .50 a pound = $3,138. </li></ul></ul>
    13. 13. AND that’ s times 180 school days…. There’s a potential of $564,840 in sales during a school year for vegetables and fruits at .50 cents a pound.
    14. 16. The confines of food service <ul><li>Federal procurement laws </li></ul><ul><li>Bid Rules </li></ul><ul><ul><li>Must ensure free and open competition. </li></ul></ul><ul><ul><li>Entities that assist in drafting procurement documents are prohibited from bidding on those contracts. </li></ul></ul><ul><ul><li>Small purchases are exempt from federal regulations—less than $100,000. </li></ul></ul><ul><ul><li>State or local limits may be lower, $25,000 in North Dakota. </li></ul></ul>
    15. 17. How can I begin? (Food Service) <ul><li>Make a list of products you use </li></ul><ul><li>Replace those that you believe you can find locally. </li></ul><ul><ul><li>Where can I substitute items in my menus? </li></ul></ul><ul><ul><li>What new items could I use? </li></ul></ul><ul><ul><li>Does this change my original list – are there more options? </li></ul></ul>
    16. 18. 15 foods that pay <ul><li>NE Iowa farm to school has identified these 15 crops that local farmers can produce at a price point that is competitive with the conventional market. </li></ul>
    17. 19. Make your decision early <ul><li>Farm to plate takes planning. </li></ul><ul><li>Keep in mind seasonal is less expensive and more abundant. </li></ul><ul><li>Do you know any farmers to talk to about beginning a relationship? </li></ul>
    18. 20. Things to consider first <ul><li>How are you going to pay the farmer? </li></ul><ul><ul><li>Invoice, frequency, turnaround time </li></ul></ul><ul><ul><li>What information do you need from the farmer in order to pay him or her? </li></ul></ul><ul><ul><li>Is there a process to add new vendors to your accounting? </li></ul></ul>
    19. 21. Face to Face <ul><li>There’s no one size fits all approach. </li></ul><ul><li>Personal contacts are important </li></ul><ul><li>Trust and relationships are important </li></ul><ul><li>Compromise and changing the way you do things is important. </li></ul>
    20. 22. &quot;We as a society and as an economy need to start optimizing for a large number of small things, not just relying on a small number of large things,&quot; <ul><li>Woody Tasch, founder of the Slow Money Alliance , a year-old nonprofit inspired by the Slow Food movement that is raising money from small donors to seed local food ventures. </li></ul>
    21. 23. <ul><li>Can you provide… </li></ul><ul><ul><li>Water sample documentation? </li></ul></ul><ul><ul><li>Are your containers food grade, sanitary and not used for hauling non-food items around the farm? </li></ul></ul><ul><ul><li>How are you cooling and keeping your products? </li></ul></ul><ul><ul><li>How will you deliver? </li></ul></ul><ul><ul><ul><li>When, how often, where? </li></ul></ul></ul>Farmers be prepared
    22. 24. <ul><li>How are your products priced? </li></ul><ul><ul><li>By single unit </li></ul></ul><ul><ul><li>In groups – 3 peppers per pack </li></ul></ul><ul><ul><li>By the pound </li></ul></ul><ul><ul><li>Can you provide a weekly forecast of what will be available to allow time to plan menus and place orders. </li></ul></ul>Farmers be prepared
    23. 25. <ul><li>Do you follow Good Agriculture Practices? </li></ul><ul><li>Do you keep a record of those practices. </li></ul><ul><li>Are your workers practicing safe handling of field produce? </li></ul><ul><li>Do you have a backup plan? </li></ul>Farmers be prepared
    24. 26. <ul><li>When and how will orders be placed? </li></ul><ul><li>How and when will payment be made. </li></ul><ul><li>The food service director may not be happy with your produce? Then what? </li></ul>Good question
    25. 27. <ul><li>Early planning </li></ul><ul><li>Good communication </li></ul><ul><li>Network </li></ul><ul><li>Network </li></ul><ul><li>Network </li></ul>Be flexible
    26. 28. Education is catchy <ul><li>Fresh fruits and vegetable program </li></ul><ul><ul><li>Includes lessons </li></ul></ul><ul><ul><li>Farmers visits </li></ul></ul><ul><ul><li>Parent volunteers </li></ul></ul><ul><ul><li>Create partnerships </li></ul></ul><ul><ul><li>Work with local businesses </li></ul></ul>
    27. 29. Promote <ul><li>Farm to school is supported by a national organization at . </li></ul><ul><li>Use your local newspapers. Provide photos and stories of student education days with farmers, school garden or orchard projects, etc. </li></ul><ul><li>Make use of the many education tools that can be found at the national web site and each state. </li></ul>
    28. 30. Contact information <ul><li>Sue Balcom – ND Farm to School State Lead FARRMS – 701-527-5169 or [email_address] </li></ul><ul><li>Holly Rose Mawby – Directory ECH Dakota College at Bottineau 701-228-5649 or 701-228-4032 </li></ul><ul><li>Deb Egeland ND Department of Public Instruction [email_address] </li></ul>
    29. 31. <ul><li>It is of no value to get access to markets if the prices they pay don’t offer farmers the possibility of profi t. </li></ul>