Low Income Latino Producer to Consumer Connection


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  • -Icebreaker (10 minutes)-Overview = 3-partners = 5 (total)-activities = 6 each (18 total)-challenges = 2 mins each (6) -reccs = 2 mins each (6)-20 mins activity-10 Q&A and evaluation
  • Anne-info we already knew, but way to back it up with proof/documentation (i.e., marketing as a challenge for small-scale latino farmers, informs much of our future work with CFP grant and Specialty Crop) – ground-truthing that what we were observing is also what community was experiencing (coming from them vs. imposing)-funding sources and how shaped work – direct result from this: implementation grant-***we want to share specific story and lessons learned with the intent of helping to shape their own plan specific to their unique populations and communities
  • -mission, F&F mission-NFSN: farm to pre-k pilot and national initiative-FH
  • -Stacey does overview but Anne and Scott will introduce: adelante staff and PSU staff (two schools – betty/margaret) (good place to introduce whole picture/staff participants)
  • -great tool, working for some populations, mission of social equity, increasing transparency, food justice-Address computer access/literacy-English speaking – not truly equitable-using non-profit like AM as a rep/interface for farmers who are selling, representing socially disadvantaged farmers – sustainable?
  • -e-news, member highlightsResults of this:-Connectedto family owned grocery store in Vancouver WA and a pair of CSA farmers in Forest Grove-Siren Song story: CSA, production issues, knew of them in Forest Grove-Beaverton School District-Highlight food justice – woman in Vancouver (from above) – tiered system of values – encouraged to capitalize on equity/food justice message, compelling to certain buyers, supporting larger mission, triple bottom line – helps stand out
  • -Another key partnership: Market Link: Oregon MicroEnterprise Network, if you are member, get some free market analysis, asked high F/R, high percentage Latino, within region-Farm to Pre-K, OCDC: prior relationship, started one school: Cornelius linden center, will expand next season to four centers (Specialty Crop grant – a result of the planning grant to expand the relstsp) (Migrant Seasonal HS, migrant farmworker parents)-Forest Grove:-w/in community, 1 mile from farm, 60% F/R lunch, 47% Latino students, Stacey reltsp meet and greet-CFP: market access across the board -Prior relationships, increase market access-Bon Appetit Intel: FH member (know already doing local) – working with institutions-e.g., Beaverton: 21% Latino, Stacey relationship
  • ediblePortlandFoodHub Member SpotlightFood justice/equity as a value for buyers as well as funders, citizens – also increase awareness
  • -different models/strategies: basic computer literacy classes -year-long planning grant
  • -tolerate risk = collective distribution model
  • -Forest Grove high school – start with a single school
  • Creating promotional materials and data collection toolData collection toolTargeting shopping behavior allows the farmers to critically analyze their potential clients A great form of publicity Evaluation tool for future publicity approachesCreate separate data collection tool to target local business
  • Low Income Latino Producer to Consumer Connection

    1. 1. Low Income Latino Producer to Consumer Connection Anne Morse, Adelante Mujeres Stacey Sobell, M.P.H., Ecotrust and National Farm to School Network Scott Ellis, Portland State University
    2. 2. Project Overview• Main Objectives: • Empowering Low-Income Latino Farmers to Build Regional Connections, Evaluate Farming Strategies, and Identify Clients • Assess producer/consumer relationships among low-income and Latino farmers and low-income consumers • Build cultural competency of partners • Identify actions to promote food security and health among low- income producers and consumers of color• Funding Streams: • Northwest Health Foundation research grant • Community Food Project planning grant
    3. 3. Partner RolesAdelante Mujeres• Lead organization• Collaborated with partner organizations on community-based research• Primary contact with low-income Latino communityEcotrust• Facilitated connections between farmers and potential buyers via the online tool FoodHub (www.food-hub.org),• Acted as a liaison with farm to school programming• Helped share the story of our workPortland State University• Provided research and evaluation support : focus groups, surveys, analysis• Assisted with development of promotional materials: website, recipes, etc.
    4. 4. ActivitiesAdelante:Shared production anddistribution barriersidentified through directexperience working withLatino farmers
    5. 5. ActivitiesAdelante:Worked with farmers and collaborating partners to identify marketing opportunities
    6. 6. ActivitiesAdelante:One-on-one evaluations withparticipant farmers for the2011 season
    7. 7. ActivitiesEcotrust:• Increase cultural competency of partners
    8. 8. Activities Ecotrust:• Explore models for increasing social equity on FoodHub www.food-hub.org
    9. 9. Activities Ecotrust:• Explore opportunities to access regional markets via FoodHub
    10. 10. Activities Stacey:• Help connect farmers with potential buyers – Local school districts – Head Start, childcare – Other institutions (e.g., Intel)
    11. 11. Activities Ecotrust:• Share the story of our work in the community
    12. 12. Activities PSU: - Assessed production and networking barriers - Provided networking research, promotional support, and assistance in analyzing consumer behavior- Connected farmers with a localundergraduate sustainability class- Analysis of consumer behavior datathrough the use of a GeographicInformation System (GIS) evaluation- Presented potential marketingstrategies from data analysis results
    13. 13. Challenges Adelante:• Farmers face many marketing challenges• Adelante Agricultura Program – Assisting the farmers in finding markets – How to provide marketing and distribution support that empowers the farmer• Forest Grove Farmers Market – How to boost attendance at the market
    14. 14. ChallengesEcotrust:• Challenges with FoodHub: – Need to be English-speaking and have computer access/literacy – Having an online liaison might not be sustainable in the long-term• Challenges with Farm to Institution: – Unpredictable yields from farmers – K-12 schools need regular sizing, amounts, delivery and have tight budgets – Takes time to develop new relationships
    15. 15. ChallengesPSU:• Working with undergraduate students: – Difficult to facilitate direct interaction with farmers• Pilot Freshman research project: – Lack of research experience – Educational level and level of work expected to be produced• Challenges working with the farmers: – Difficulty coordinating farmer schedules – Strong voices that drowned out the opinions of others
    16. 16. RecommendationsAdelante:• Right crop/right time• Finding the right scale for new businesses that can’t tolerate a lot of risk• Think about a variety of marketing opportunities that can also target low income consumers• Start incrementally. Relationships take time to build and require dedication and consistency• Consistent communication with the farmers will help to empower them in the development of their small businesses
    17. 17. RecommendationsEcotrust:• Strong community partner connections, “benevolent brokers”• Web liaison for farmers/cooperative selling model• Highlight social equity characteristics to set apart from other sellers• Build on small successes
    18. 18. RecommendationsPSU:• Develop relationships with academic institutions to assist with evaluation and analysis • E.g., possible senior capstone project• Community-based participatory research as a strategy• Using GIS for analysis
    19. 19. Breakout SessionActivity: In small groups use worksheets to strategize around how to do the following in your own communities:1. Identify market challenges for underserved producers2. Connect underserved producers and consumers3. Create your own action plan to increase: a. Access to diverse markets for underserved producers b. Food security and health among underserved consumers
    20. 20. Thank you! Contact information Anne Morse:amorse@adelantemujeres.org | 503-992-2041 www.adelantemujeres.org Stacey Sobell: ssobell@ecotrust.org | 503-467-0751 www.ecotrust.org/farmtoschool/ Scott Ellis: scott.ellis@pdx.edu