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Local organic y’all cfsa 2016
- 1. Local Organic Y’All A New Kind of Food Advocacy or Food Movement 4.0
- 2. OUR MISSION Expand access to & increase benefits from locally-grown organic foods by engaging with the mainstream supermarket and wholesale food industries. LOCAL ORGANIC Y'ALL
- 3. • THE PROBLEM • OUR STRATEGY • “MANY MILES TO GO” • HOW YOU CAN HELP LOCAL ORGANIC Y'ALL
- 4. LOCAL ORGANIC Y'ALL THE PROBLEM
- 5. # 7 nationally in growth of farmers markets LOCAL ORGANIC Y'ALL 0 50 100 150 200 250 300 2004 2010 2014 Farmers Markets in NC
- 6. $39 Billion LOCAL ORGANIC Y'ALL in the USA
- 7. LOCAL ORGANIC Y'ALL Salinas Valley monocrops Horizon mega dairy Horizon mega dairy
- 9. LOCAL ORGANIC Y'ALL Eating Out $16 Billion Supermarkets $7 Billion Other $2 B Farmers markets $30 million Total Food Spending, NC, 2014 Every time someone spends $1 at a NC farmers market, $832 is spent on food from the industrial system. $25B The demand…
- 11. LOCAL ORGANIC Y'ALL The supply…
- 12. LOCAL ORGANIC Y'ALL $2.9 billion $4.8 billion
- 13. LOCAL ORGANIC Y'ALL Can supermarkets be a part of the solution?
- 14. LOCAL ORGANIC Y'ALL “Organic, natural and free-from are big business and trends that grocers can continue to leverage for the foreseeable future.” -- Jim Dudlicek, Editor Progressive Grocer
- 16. LOCAL ORGANIC Y'ALL “A key driver of why consumers shop a particular supermarket, the produce department is a crucial part of the decision-making process for grocery shoppers. When executed successfully, the produce department exudes quality, freshness, convenience and a healthy lifestyle, and it’s where shoppers want to be.” -- Progressive Grocer’s 2016 Retail Produce & Floral Review
- 17. LOCAL ORGANIC Y'ALL GREEN-WASHING falsely appearing to be eco to sell stuff LOCAL-WASHING falsely appearing to be local to sell stuff
- 18. LOCAL ORGANIC Y'ALL THE PRICE AND AFFORDABILITY ISSUE Supermarkets price their products based on all kinds of factors including the wholesale cost, the retail price potential, set margins, loss leader needs or even the strategy to temporarily lower all their prices to bring in new customers or raise them to increase margins. The pricing of local organic foods is unpredictable and driven by many possible factors.
- 19. LOCAL ORGANIC Y'ALL educating the consumer
- 20. LOCAL ORGANIC Y'ALL Source: Consumer Reports’ “From Crop to Table”
- 21. LOCAL ORGANIC Y'ALL How do we define “local”?
- 24. Local Organic Y’All • Address the private sector rather than public policy (CFSA) • Address big money part of food system • Address companies that have public brands that they care deeply about, such as supermarkets • Make a big ask LOCAL ORGANIC Y'ALL
- 25. LOCAL ORGANIC Y'ALL Build on existing partnerships. Refine and expand them. farmer-buyer meet-up
- 26. • Independent project -- no university or government ties • No corporate funding • Abundance Foundation is fiscal sponsor to facilitate small donors (crowd sourcing) • Low overhead LOCAL ORGANIC Y'ALL
- 28. Encourage supermarkets and wholesalers to adopt best practices LOCAL ORGANIC Y'ALL 1. Plans, goals, internal procedures 2. Corporate and store liaison, staff training & farmer networking 3. Accurate and ample labeling & signs 4. Address meat, eggs and dairy 5. Invest in local food infrastructure BEST PRACTICES THE BIG ASK
- 29. LOCAL ORGANIC Y'ALL Real investment by the S&W industries into local-organic food infrastructure/training. $25M One day’s profits = $1,000 per store
- 30. LOCAL ORGANIC Y'ALL $1,000 per store X 961 stores statewide = $961,000 per year
- 31. LOCAL ORGANIC Y'ALL From Bill Moyer: “Doing Democracy”
- 32. LOCAL ORGANIC Y'ALL “MANY MILES TO GO”
- 33. LOCAL ORGANIC Y'ALL A report card…
- 34. LOCAL ORGANIC Y'ALL Rankings can create influence, which is power.
- 36. LOCAL ORGANIC Y'ALL Research method 1. Visited stores 2. Reviewed company websites 3. Tracked news media 4. Contacted companies directly
- 37. Aldi Kroger BI-LO Lowes Foods Costco Piggly-Wiggly Earth Fare Publix Food Lion Target The Fresh Market Trader Joe’s Harris Teeter Walmart Ingles Whole Foods Market LOCAL ORGANIC Y'ALL
- 38. Appearing soon… Lidl Sprouts Wegman’s LOCAL ORGANIC Y'ALL
- 39. Test your supermarket IQ Which supermarket company has the most grocery stores in North Carolina? LOCAL ORGANIC Y'ALL
- 40. A: Food Lion (225 stores) runner up: Kroger/HT (144 stores) LOCAL ORGANIC Y'ALL
- 41. Which supermarket company is the most concentrated in North Carolina? (NC stores/total USA stores) LOCAL ORGANIC Y'ALL
- 42. A: Lowes Foods (73%) runner up: Ingles (36%) LOCAL ORGANIC Y'ALL
- 43. LET’S TAKE A TRIP THROUGH NORTH CAROLINA’S SUPERMARKETS LOCAL ORGANIC Y'ALL
- 44. LOCAL ORGANIC Y'ALL WalMart Trader Joes Fresh Market Food Lion Costco Kroger Weaver Street Market Lowes Durham Co-op Market Whole Foods Market Durham Farmers Market Chatham Marketplace 1 1 1 1 1 3 4 4 5 7 28 36 LOCAL ORGANIC PRODUCE ITEMS OCT 2015 36 28 7 5 4 3 1
- 45. Not much local in those boxes • NC stores/US stores: 59/1,400 • HQ: Chicago/Germany, private • No local focus, one of the world’s largest private companies. Not their business model. LOCAL ORGANIC Y'ALL
- 47. Local foods don’t exist • NC stores: 49/1,800 • HQ: Minneapolis, public • Have talked about upping their produce offerings; as yet, most generic experience possible. LOCAL ORGANIC Y'ALL
- 49. The bell is not ringing for local • NC stores: 9/450 • HQ: Los Angeles/Germany, private • Secretive supply chains; very little local on offer -- not their business model. LOCAL ORGANIC Y'ALL
- 52. Celebrity chefs & not much product • NC stores: 35/180 • HQ: Florida, private • Making an effort but information in the stores is confusing and there is little local product. LOCAL ORGANIC Y'ALL
- 54. The “buy local” memo got to marketing, not the buyers • NC stores: 16/1,120 • HQ: Florida, private • New entry to NC with a reputation for excellence. Very little local. LOCAL ORGANIC Y'ALL
- 56. With so little local, is it fresh? • NC stores: 22/175 • HQ: Greensboro, private • Little local; could easily be doing more considering customer base. Take-over target. Accurate signage. LOCAL ORGANIC Y'ALL
- 60. Big organic packages • NC stores: 8/705 • HQ: Washington state, public • Need tighter definitions for local. Local is not their business model. LOCAL ORGANIC Y'ALL
- 63. LOCAL ORGANIC Y'ALL Lathem Farms is 5 hours, 330 miles away.
- 64. Don’t stick with the pig if you like local • NC stores: 61/530 • HQ: NH, private • Local milk, but little local produce, few organics, little info. LOCAL ORGANIC Y'ALL
- 66. Plenty of room for improvement • NC stores: 14/2,800 • HQ: Ohio, public • Big unsubstantiated claims, not much product. Parent of Harris Teeter. LOCAL ORGANIC Y'ALL
- 69. It’s about price, not place • NC stores: 170/11,500 • HQ: Arkansas, public • Big public commitment to buy local, but where’s the product? Generic stores with weak signage. LOCAL ORGANIC Y'ALL
- 72. LOCAL ORGANIC Y'ALL 43 miles away
- 73. No lying -- not much product either • NC stores: 225/1089 • HQ: Salisbury/Brussels, private • Modest store offerings, fair and attractive labeling and signs. Lots of room to grow. LOCAL ORGANIC Y'ALL (most NC stores)
- 77. “Local” on the door, not in the store • NC stores: 9/36 • HQ: Asheville, private • Tons of organic, good meat & dairy, but local produce is just not there. Take-over target. LOCAL ORGANIC Y'ALL
- 81. Not bad, but not a “farmers market” • NC stores: 130/242* • HQ: Charlotte/Cincinnati, public (*owned by Kroger) • Kudos on local supply and labeling. “Farmers market” logo should go. LOCAL ORGANIC Y'ALL
- 87. Sincere effort that needs crafting • NC stores: 71/200 • HQ: Black Mountain, private • Works with ASAP. Promising local sourcing, but sloppy presentation. LOCAL ORGANIC Y'ALL
- 92. A local food marketing explosion • NC stores: 71/97 • HQ: Winston-Salem, private • Works with CEFS. Promising local sourcing, but product can’t keep up with hype. LOCAL ORGANIC Y'ALL
- 97. Doing well and could do better • NC stores: 12/450 • HQ: Austin, TX, public • Lots of organic, good meat & dairy and promising local products with rich/clear signage in spots. LOCAL ORGANIC Y'ALL
- 100. LOCAL ORGANIC Y'ALL
- 101. LOCAL ORGANIC Y'ALL
- 102. LOCAL ORGANIC Y'ALL
- 103. LOCAL ORGANIC Y'ALL
- 104. LOCAL ORGANIC Y'ALL Report conclusion Lots of opportunity for improvement. Lots of angles for food activists, farmers and local suppliers to approach stores.
- 105. LOCAL ORGANIC Y'ALL HOW YOU CAN HELP
- 106. Spread the word • Tell friends, family and colleagues about our project and its research • Facebook • Twitter • Link to your website • Follow our project blog LOCAL ORGANIC Y'ALL
- 107. Contact supermarkets • Talk with an in store manager • Write to the contact page on supermarket websites • Post on supermarket Facebook pages • Contact them old school: letters, calls, email LOCAL ORGANIC Y'ALL
- 108. Support our work • Donate money • Connect us with other small donors • Send us your comments, strategy ideas and observations • Create content on this topic LOCAL ORGANIC Y'ALL
- 109. Let’s use our power! LOCAL ORGANIC Y'ALL