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Nuestras
Raíces:


Permaculture
Economic
Development


HOLYOKE,
MA

       Called
the
“Paper
City”
because
it
was
a

           center
of
the
world’s
paper
industry,

          ...
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
t...
HERITAGE
AND
KNOWLEDGE 


           Many
of
the
residents
of
downtown

           Holyoke
have
come
from
rural

         ...
Community
Gardens

Youth
Program

Raices
LaBnas

Environmental
Jus8ce

The
environment
affects
health
and
pride
of
city
residents.





                        Nuestras
Raí...
Centro
Agrícola

 Shared
Use

 Kitchen
and

 Miracle
Sweets

 Bakery


                                                   ...
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
exten...
Aspiring
farmers
take
a
training
course
and
come
to
workshop

  and
field
trips





TranslaBon
at
Northeast
Risk

Manageme...
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...
ParBcipatory
Design
Process

KEY and
GOAL
SETTING…

   Visual Program
A
unique
resource
in
a
highly
developed
area



                                       • Located
on
ConnecBcut

          ...
Nuestras
Raíces
Farms

           Concept
Statement
Read
to
Consumers   

“Nuestras Raíces Farms is a site made up of 
bea...
Concept
ReacBon:
General

There
was
overwhelming
enthusiasm
for
Nuestras Raíces Farms
(NRF)
as
described
in
the
concept.
O...
Concept
ReacBon:
Time
Commitment

Not
only
would
the
majority
of
respondents
visit
Nuestras Raíces Farms,
but
also
they
wo...
Nuestras
Raíces
Market
Radius

Based
on
the
two‐hours
the
typical
consumer
is
willing
to
drive
to
reach
Nuestras Raíces Fa...
Concept
ReacBon:
Specific
acBviBes

Consumers
would
welcome
a
variety
of
acBviBes
at
Nuestras Raíces Farms.
Cultural
events...
Lechonera

                     (Roasted
pork
outdoor
restaurant)

                 Concept
Statement
Read
to
Consumers


...
Lechonera
Concept
ReacBon

There
was
overwhelming
enthusiasm
for
the
Lechonera
concept
as
well.
Eight
in
10
persons
said
t...
Lechonera
Market
Radius

Based
on
the
one‐hour
the
typical
consumer
is
willing
to
drive
to
reach
the
Lechonera, the
market...
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
i...
20
crop
&
livestock
farms
for
2009

La
Finca
Farm
Store
&
Gir
Shop

• Farm
fresh
produce
&
flowers

• Hats
&
T‐shirts
with
logo

• Cold
drinks

• Bedding
plant...
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

sal...
La
lechonera

   barbeque

• TradiBonal
Puerto
Rican

lechon 
• On‐farm,
direct‐market,

value‐added
livestock

markeBng

...
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
commun...
How
does
Nuestras
Raíces
demonstrate

              permaculture?

•  An
agriculturally
producBve

   urban
ecosystem

•  ...
Nuestras Raices: A Model for Financial Permaculture
Nuestras Raices: A Model for Financial Permaculture
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Nuestras Raices: A Model for Financial Permaculture

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Overview of the incredible urban farming & community development organization Nuestras Raices (Our Roots) in Holyoke, MA. Presented by Eric Toensmeier of the http://www.ApiosInstitute.org and Perennial Solutions consulting.

Published in: Economy & Finance, Technology
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Nuestras Raices: A Model for Financial Permaculture

  1. 1. Nuestras
Raíces:

 Permaculture
Economic
Development


  2. 2. 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

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

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

  5. 5. 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.



  6. 6. Community
Gardens

  7. 7. Youth
Program

  8. 8. Raices
LaBnas

  9. 9. 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

  10. 10. 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

  11. 11. Roots
Up
Green
Jobs
Program

  12. 12. Tierra
de
Oportunidades

 New
Farmer
Project

  13. 13. 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.


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

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

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

  17. 17. The
Farm
in
2005

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


  19. 19. ParBcipatory
Design
Process

  20. 20. KEY and GOAL
SETTING…
 Visual Program
  21. 21. 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

  22. 22. 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

  23. 23. 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

  24. 24. 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

  25. 25. 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

  26. 26. 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

  27. 27. 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

  28. 28. 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

  29. 29. 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

  30. 30. Design
concept

  31. 31. Design!

  32. 32. Nuestras
Raices
Farm

 Economic
Development

  33. 33. 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

  34. 34. 20
crop
&
livestock
farms
for
2009

  35. 35. 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

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

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

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

  39. 39. Greenhouse
OperaBons
 •  Waste
vegetable
oil
heaBng
system

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

  41. 41. 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

  42. 42. 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


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