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Morning session w leslie
- 1. Local Food Assessment& Economic Development Presenter: Leslie Schaller leslies@acenetworks.org
- 2. Why People WantLocal Food quality Greater food safety and traceability Reducing one’s food footprint Creating and retaining businesses and livelihoods Greater social cohesion and sense of community
- 5. Favorable Trends • BuyLocal, Buy Fresh ---- Branding • Local is the new organic • Exponential growth of farmers markets • Celebrating Rural & Regional Flavor • Country is re-examining our values • Foodies and ‘locavores’ spread the word • $$$ for infrastructure on the way -- USDA
- 6. Local food opportunities Demand and supply for local food has grown in recent years despite the recession In 2011, over 85% of consumers reported that they choose a grocery store on whether or not they stock local food In 2011 there were over 7,000 farmers markets compared to 340 in 1970 & more than 4,000 CSAs The USDA estimates local food sales to reach $7 billion in 2012
- 8. Shorten the supplychain – from farm
- 9. Shorten the supplychain – to the fresh plate
- 10. What is therecipe for local food system economic impact?
- 11. Food Brand Strategy Brand strategy interdependent with business development services and food sector incubation Brands are market driven by supply chain demand & consumer education Brands rooted in local value chain model as theory of change Brands provide perceived value for entrepreneurs to participate in training & evaluation
- 12. The Mission ofThe 30 Mile Meal Project Creating local foods earning opportunities for farmers, food producers, food markets, food events and local food enterprises within a 30 mile radius of
- 13. Recognizable identitywithin the region Effective marketing tools that drive collaboration & new partnerships Created buzz in the region as food economy strategy Opportunity for peer networks & licensing of brand strategy Multiple public & private funding streams to prototype 30 Mile Meal efforts
- 14. Replicating the 30Mile Meal Our first 30 Mile Meal Pioneers: Licking County, Ohio Huntington, West Virginia Youngstown, Ohio
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- 16. Financial Support Capacity Membership Fees Underwriting Campaigns Sponsorships Donations Merchandise Sales Value Chain Services In-kind from Stakeholders
- 17. Four Principles ofWealth Creation 1. Focus on place 2. Incentivize collaboration 3. Create multiple forms of wealth 4. Emphasize local ownership
- 18. Traditional Supply Chain ProductionProcessing Distribution Marketing Consumption Traditional Supply Chains: push supply to the next node in the chain
- 19. Mapping the LocalFood Value Chain
- 20. Stages of Developmentof Local Food Value Chains Natural Mature •Social •Individual •Built •Intellectual •Political •Financial Emerging
- 21. Local food impactsheadlines Athens Farmers Market: 40 years strong, over 100 vendors & estimated $3million in sales in 2011 ACEnet Food Ventures Center: 16 years of operation, over 260 food enterprises served & $28 million in aggregate tenant/user sales 30 Mile Meal brand: over 130 stakeholders committed to growing, producing, sourcing and marketing local foods
- 22. A Mature LocalFood System Sustainable and diversified agriculture Farmers and food producers are using multiple market channels Production can go to scale – all forms Consumer demand has been cultivated (consumer education, innovative market branding and partnerships, and access)
- 23. Collaborating for mutualbenefit The wealth creation approach is not about charity but about meeting market needs. Making economic connections in ways that create mutual benefit It emphasizes the values that areas naturally share with external markets. These might be clean water, healthy food, vibrant families, healthy soil, reduced energy use, etc. Creating economic connections based on shared values leads naturally to mutual benefit. Value chains can create win-win situations for everyone along the chain The focus of this approach is on how people in low-wealth places can benefit from the wealth they help to create
- 24. •Area farmers •Farmers Food producing value- Producers added & •Small food producers Processors •Local processors •Dairy processors •Meat processors
- 32. •Farmers markets •Farm stands, pick your own farms Direct •CSA’s, good food box programs, e- Sales commerce subscription
- 34. •Produce auctions •Farm market retailers Aggregators, •Food hubs Distributors & •Regional produce Brokers distributors
- 35. • Restaurant associations • Educational programs Wholesale • Grocery store chains & Buyers associations • Retail associations, • Farm to School buyers
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- 39. • Chamber ofCommerce, Civic groups • Healthcare initiatives • Farm group associations Consumers • Food bloggers • Farm to School parents & & Non- advocates • Slow food chapters, profit dining clubs • Heritage & Tourism partners groups • Farm Organizations: OEFFA, IFO, Farm Bureau • Economic Development
- 40. •Traditional print newspapers •TV affiliates •Local radio stations •Educators – Journalism, Media or Media Vis-Comm Schools •Food blogs •Food facebook pages, tumblr, twitters, etc.
- 42. Local Media Spreadsthe Word
- 43. •Local banks •CDFI’s •Venture Capital funds Banks, Finance •Financial planners Institutions •Insurance vendors
- 70. Emphasizing investment for long-term gain Much of traditional development focuses on short-term consumption: how much money people have to buy things today A focus exclusively on consumption cannot build a sustainable system Continual reinvestment in assets is necessary to produce tomorrow’s income
- 71. Mapping Our LocalAssets Each of communities have unique assets Assets vary between emerging & established food economies Often assessment starts with stakeholders in the inner circle of the value chain Support stakeholders of equal importance to the viability of the brand program