Freeway to farm. In the 1980’s Hayes Valley was whatthe Tenderloin is today. Hookers, drug addicts, and thehomeless found rest in the gated ruins of the collapsedfreeway. Patricia Field, as well as many others, havemade Hayes Valley into what it is today, a thrivingcommunity. Now with one part ambition & two partssweat, an off-ramp has transformed into a zero-wastefarm powered by the kindred spirits of the community.Green means go.
Academy of Art University491 Post StreetSan Francisco, California 94102August 3, 2010Chronicle Books680 Second StreetSan Francisco, California 94107Dear Joseph Manfred,We have a delightful innovative book idea that is sure to be a success. We want to share with the world and most of all San Franciscothe wonders of Hayes Valley Farm. We need your help to publish this gem of a book.We feel that Hayes Valley Farm challenges conventional thinking about farming. This book will set trends in San Francisco andthroughout the world during the green revolution that is happening now. We noticed that team Chronicle spent a day volunteering at theHayes Valley Farm recently. So you know and understand how important it is to let others hear about the wonderful earth changingcreative action that goes on at the Hayes Valley Farm.We have enclosed the book outline to give you a taste of what the book entails. We want to continue your tradition of lush color pho-tography, sleek design and an affordable price. We look forward to working together with you to inspire the world to go green. Pleasecontact us at the above address, before global warming takes over.Sincerely,The ‘A Different Shade of Green’ Team
(Co-founder, Jay, admiring an ariel view of the farm)History After the Loma Prieta in 1989, San Franciscos Central Freeway was Laguna, Oak, Fell, and temporary green space Octavia Streets were use, and the commu- closed, and the lot was nity started pouring in. compromised. In the locked up. On January years to come the 24, 2010, the City ramps bordered by activated the site for
Competition The idea of Urban Gardening has been around for a while. It mostly involves people taking a plot of land and planting a garden for their own needs. The Hayes Valley Farm is unique in the way it is a farm and a community farm that is not based on ownership. Their goal is to educate and feed the community it serves, not just one person. We want to promote the idea of community and educate people on the process of permaculture. Most of the books out there focus on the problem of mono- culture farming or how to plant your own garden and profit from it. We feel there are many more benefits than monetary gains to permaculture farming.
Competition Learning how the Hayes Valley Farm operates is a major benefit to reading our book. Also how your community can engage in the same activities is another selling point. We will also show you how you can do this at home with limited space. We want everyone to have the knowledge of how to live with the least amount of harmful impact on the world. This is the only book on The Hayes Valley Farm. This would be very beneficial to the San Francisco community and to the world during this Green Revolution.
Market A Different Shade of Green will be sold in local coffee shops in and around the neighborhood of Hayes Valley. Our goal isAnalysis to start sales locally due to the fact that the book revolves around the Hayes Valley Farm. Our target market is San Francisco residents who are interested in community building as well as gardening and or farming. SWOT analysis Strength- Our book will be moderately priced, approximately eight dollars, leaving it accessible to anyone interested in our cause. But it could also easily be an impulse buy for those who know nothing about it. Weakness- The content of our book is all about urban farming. Anyone who is uninteresting in growing or becoming involved with urban farming, will overlook out book completely. Opportunity- Eco is on the rise. What used to be the “green movement” is now a lifestyle. People who have never even thought about starting a vegetable garden are buying all organic foods. This market is a cash cow, and people flee to anything green. Threat- Keeping sales local may backlash due to the fact we are dealing with a niche market. If in fact the community rejects the idea of permaculture and urban farming our sales will be minuscule. Advertising Keeping within the theme of “local” we plan to start off with guerrilla adverting. Sidewalk/Street stencils as well as “pro- duce placement” around the neighborhood will create a buzz around urban farming. We will work with Hayes Valley Farm’s already existing Facebook and website in order to show our relationship. Our books will be available to buy at local coffee shops in Hayes Valley, shops such as La Boulange, The Crepe House, Fijtz, and many more. We also plan to have a reading at the farm as well as have copies to buy there.
Budget Books: 250 x $4 = 1,000 Advertising Costs: $ 10,000 Total cost: 11,000
Chapter PERMANENT + CULTURE= PERMACULTURE Before we can understand what Urban farming is all about, we must understand where the concept derives from. Urban farming is just one of the products of a much larger movement known as Permaculture.Outlines Many people perceive permaculture as a particular farming technique- they are not wrong in doing so, but permaculture by definition is a design system meant to make all human settlements on Earth more sustainable, and less wasteful. Originally systematized in the ’60’s by Austrian farmer Sepp Holzer, and then later developed by Australian scientists, Bill Mollison, and David Holmgren, this system has been proven to work time and time again, and has been adopted by many societies across the world. The goal behind permaculture is to create naturally efficient, stable systems that meet the needs of human beings. Some of the needs being addressed are food, shelter, and electricity. We will be focusing primarily on food in this book, but they are all interrelated. In a few words, permaculture mimics the ecological and biological patterns found in nature, to create productive environments that are self sustainable. The goal is to minimize the amount of work put in, to utilize the waste as natural resources, and to yield large amounts of product. The ethical motivation behind permaculture is to take better care of the Earth, to take better care of ourselves, and to make these efficient resources more attainable to the masses...
Chapter THE HUB, THE HUBUB, THE FARM In 1989, the Loma Prieta Earthquake compromised the structural integrity of the Central Freeway that runs through San Francisco. In effect, the the freeway was torn down, and all that was left were ramps that lead nowhere in vacant lots such as the lot located at 450 Laguna Street in the Hayes Valley neighborhood. Ultimately, the city decided that the lot would be designated to more community housing, but the economic decline has slowedOutlines the process down significantly. It will be two years before the plan on building on this land, maybe more. After many efforts San Francisco’s Office of Economic and Workforce Development agreed to allow surrounding communities to utilize this lot and many others for temporary green spaces. And so Hayes Valley farm was born on January 24, 2010. Hayes Valley farm epitomizes the Urban Farming concept, utilizing the principles of permaculture to create a diverse and sustainable plot that generates food, nurturing the land, and it’s inhabitants. Their mission is to unite the community, engaging San Francisco residents in the process of building a sustainable ecological system, and therein reaping the benefits of that said process. The benefits in this case being food, and the knowledge of growing your own food in an urban setting. The directors of Hayes Valley Farm are giving people from the community the opportunity to come learn about the processes of permaculture through their work days on Sundays and Thursdays where people get a tour of the farm and then are able to help with farm projects like planting, watering, construc- tion of greenhouses, and compost maintenance........
Chapter TILLING THE SOIL, NURTURING THE CROP... GROWING RELATIONSHIPS Thus far, the Hayes Valley Farm has drawn a huge following from the community, and it increases daily. During work days, people are able to connect with one another under the common interest of building a better world. Acquaintances become friends, as they share knowledge, concepts, stories,Outlines recipes, and of course, food. The directors of Hayes Valley Farm find it pertinent to distinguish their farm from community gardens because they want to diminish the sense of ownership one community member may have over a particular part of the land. Hayes Valley Farm belongs to the community, and they want everyone to participate, learn, and benefit from it. And this is apparent throughout the farm, even in the way they run it. No one person is in charge of the farm. It is run by three co-directors and about twenty-one advisors, educators, and coordi- nators. The responsibilities are shared and everyone has a say in the happenings of the farm. This kind of business structure promotes healthy commu- nity habits, teaching people that the place in which they live is as much their responsibility as everyone else’s and should be taken care of to promote a happy and healthy living environment. Beyond the character building effects of this urban farm, it’s other contribution to the community is it’s sheer aesthetic appeal. Instead of this plot being a fenced off condemned freeway, it is a quaint farm lined with berms of agriculturally diverse plants, hundreds of fruit trees, and beautifully painted storage sheds...
Chapter PERMAGLOBE Permaculture has been widely received on a global scale, and all around the world societies are adopting these methods in an attempt to make the world a better place. Urban civilizations have been around since Humans began domesticating animals, yet we continue to become desensitized by technology,Outlines and dependent on industrial agriculture as our means of survival. Urban Farming is a key component to sustainable living, and it is the direction in which we must move in order to be happier, healthier people. People who reside in big cities must not lose sight of where their food is coming from, and how it is being grown. Humans are not meant to eat hormonally induced cows that are unnaturally fed corn rather than grass. People who reside in San Francisco are not meant to eat Avocados grown in Chile and dipped in ether as a means of preservation considering the distance they must travel. If we stopped outsourcing for our food, we could cut down on the depletion of our natural resources, such as fuel. We must stop exploiting other countries for their indigenous crops, and we must start eating what is grown locally in our own gardens. The more permaculture systems we set up in our urban civilizations, the greater our chances of reducing our carbon foot print on this beautiful planet...
Chapter WE CAN DO IT! One of Hayes Valley Farm’s main objectives is to teach the people of San Francisco how to create and maintain their own ecologically- sustainable environments within their homes.Outlines Considering the potential transience of the Hayes Valley Farm, they were unable to demolish the asphalt ramps that make up the dynamic landscape of the plot. Instead they were forced to incorporate the problem into the project and were able to create a permaculture- friendly solution. They took landscape mulch and combined it with their compost, and laid that down. Then on top of the mulch, they put about a foot of recycled cardboard, and then more mulch. They are now ready to plant and grow food right on top of asphalt. Many people who live in urban civilizations feel that if there isn’t soil, they can’t grow. Hayes Valley Farm not only disproves that preconceived notion, but gives a start to finish, hands-on tutorial on how to transform your paved backyard into a vegetable garden...
JENNIFER SWISTAK LEAH ARIPOTCH CARRIE BARBER PAUL LANDHOLTWas introduced to nature Graduated from Recent grad and Bay Area native,at an early age. She grew Academy of Art devout permacul- and recent gradu-up on a farm so most of University with a turist, Carrie likes ate from theher life was spent tending Bachelor’s Degree to spend most of Academy of Artto and nurturing in Fine Art. She her time reading University forvegetables. She has had considers herself and creating the Account Plan-many successful growing to be a novice world around he as ning, Paul thrivesseasons. Jennifer has writer with a pas- she sees it. Not on insipringdone her part in the green sion for literature, tied down to any others to create.revolution by recycling, and the distribu- specific medium, While workingwalking the extra mile tion of knowledge. writing has been two jobs duringinstead of driving, and She practices her outlet of college, and start-composting whenever sustainable living thought for many ing the ‘Differentpossible. every day, and is years. Neighboring Shades of Green” continuously seek- Hayes Valley Farm, project, he defi- ing information this project is dear nately knows how about permacul- to her heart. to work hard and ture and it’s ben- get dirty. efits on society.