Final Report for ENC02-070
Project Information
Fifty-five extension and other professionals received training to increase their knowledge and skill set in order to help new food and farming ventures develop. Workshop participants and indicated the training led to the development and delivery of eight conferences and/or educational programs within the past six months with over 300 attendees. A total of 300 resource CDs have been distributed to participants and the general public at selected workshops. Participants also aided in the start-up of three new food and/or farming ventures with one venture almost ready to start and more prospective new businesses in the planning process.
The project’s short-term outcomes were:
1. Participant (educator) knowledge on principles of relevant business topics and beginning structure for network of educators. The toolbox will provide the content and information necessary for participants to learn business planning concepts and components integral to a business plan (production plan, marketing plan, etc.). A network of educators will be established throughout the state (10-12 per each of four quadrants) allowing for client support for new business ventures.
2. Participant (educator) skills on toolbox topics and production, marketing, and new business opportunities. The workshop will provide the process enabling educators to help the client determine the viability of his/her business ideas. The process will focus on key concepts, be client-directed, and be interactive with key professionals to stimulate real-world experiences.
The project’s intermediate outcomes were:
1. Participants (educators) provide technical assistance on topics relevant to new business concepts and new markets, alternative production systems, etc. Educators through one-on-one consultations, meetings, will integrate and present basic knowledge and skills learned to help clients make changes to their businesses.
2. Extension and others participate in networks. The interactivity and participation of the various supporting organizations allows participants and organizations to support each other and build on each other’s strengths. The result is a more experienced and trained set of educators providing technical assistance.
3. Extension and others deliver programs to mid-sized and small farms. Mid-sized and small farms are under more economic pressure to make major changes in the way they do business. Major changes are more difficult to make and require a knowledgeable and skilled resource person(s) to help the farmer client implement the change.
The project’s short-term outcomes were:
1. Participant (educator) knowledge on principles of relevant business topics and beginning structure for network of educators. The toolbox will provide the content and information necessary for participants to learn business planning concepts and components integral to a business plan (production plan, marketing plan, etc.). A network of educators will be established throughout the state (10-12 per each of four quadrants) allowing for client support for new business ventures.
2. Participant (educator) skills on toolbox topics and production, marketing, and new business opportunities. The workshop will provide the process enabling educators to help the client determine the viability of his/her business ideas. The process will focus on key concepts, be client-directed, and be interactive with key professionals to stimulate real-world experiences.
The project’s intermediate outcomes were:
1. Participants (educators) provide technical assistance on topics relevant to new business concepts and new markets, alternative production systems, etc. Educators through one-on-one consultations, meetings, etc., integrate and present basic knowledge and skills learned to help clients make changes to their businesses.
2. Extension and others participate in networks. The interactivity and participation of the various supporting organizations allows participants and organizations to support each other and build on each other’s strengths. The result is a more experienced and trained set of educators providing technical assistance.
3. Extension and others deliver programs to mid-sized and small farms. Mid-sized and small farms are under more pressure to economically to make major changes in the way they do business. Major changes are more difficult to make and require a knowledgeable and skilled resource person(s) to help the farmer client implement the change.
The project’s long-term outcomes were:
1. Network of trained agricultural educators (40-48). The activities presented in this proposal will result in a highly trained group of educators capable of helping a large number of clients wishing to make significant changes in their business.
2. New food/farming ventures starting and succeeding. Some of the changes proposed by the client may include new food and farming ventures. The expertise of the network of educators should improve the success rate for new ventures proposed compared to the average success rate for new small and mid-sized businesses.
3. Healthier farms and communities. The ability of mid- and small sized farms to form new ventures and remain economically viable is important to rural communities. Communities with a financially healthy farm economy normally are more economically viable.
Many farmers continue to struggle to remain members of their chosen profession. Others are becoming more entrepreneurial in their operations to try to take advantage of new markets that are developing among consumers of certain foods, such as certified organic produce or humanely-raised meats. Those of us involved in developing this project all work with farmers who are looking for new options, and we and our colleagues are often asked to provide assistance that is frequently beyond the knowledge and skills that currently exist among agricultural professionals. Indeed, because the needs of these farmers are outpacing abilities of the staff of the agencies and organizations who are suppose to be helping them, often these farmers do not even approach these staff because they believe they will not find help.
In an attempt to address this lack of knowledge and skills, a project titled “Building Capacity to Support Local Food System and Community Marketing Efforts in Iowa” was completed in 2001. This effort became known as the Iowa CAFÉ project, which stood for Community Agriculture and Food Enterprises. Funded by a SARE PDP grant, the work involved developing a training manual and conducting five one-day workshops across the state that were attended by 273 people. The Iowa CAFÉ project did an excellent job of raising awareness on the topics of local food systems and community marketing among a wide array of agricultural professionals and community stakeholders. However, as the final report noted, some participants wanted “a more directive session that drew on the expertise of a few of the project team members.”
This desire for deeper knowledge and more support for efforts to implement the ideas and concepts that were a part of the Iowa CAFÉ was the immediate need addressed by the current project. The longer-term need was for the staff of agencies and non-profits to be more effective in helping farmers succeed in new kinds of food and farming endeavors they are wanting to pursue. The current project is titled “Training for New Agricultural Ventures: Iowa CAFÉ Part II.” The specific components included as subject matter for this project include productions systems, marketing, and business planning. The project helped participants go deeper into each of these areas so that they can confidently provide the help people are asking for and not receiving. The project also networked these participants with each other to help establish a core of committed and trained agricultural professionals who are working in concert to help farmers and their communities thrive.
Education & Outreach Initiatives
Methods
The project developed two outputs: 1) a manual and CD-ROM of materials and decision-making aides and 2) a series of training workshops. The development of the manual and CD-ROM involved reviewing materials from a wide range of sources to select those that were the best, plus the development of additional materials in places where gaps existed. The content was organized around four areas: Getting Started, Marketing, Production, and Business Management. The materials included guidelines for facilitators that explained the resources included and their use, as well as useful websites for each of the major areas.
The CD-ROM was formatted to mimic the manual by allowing users to maneuver through the materials by selecting topics. It also included additional materials not included in the manual, with these typically being longer, more in-depth reports and articles. Total distribution of the CD-ROM was around 300 disks. As well, a website link to the CD-ROM information was established by the Agricultural Marketing Resource Center (AgMRC) at Iowa State University (https://www.agmrc.org/services/Cafe/Cafe%20II.htm). The actual manual, which is about five inches thick, were reproduced for each of the 55 Extension and other agricultural professional trainees who attended the trainings. Because the cost of reproduction is prohibitive ($75), no manuals have been printed beyond the initial training.
A statewide two-day training workshop was conducted in Ames in September 2003 with 38 participants. The content blended the subject matter covered in the manual with activities that helped the participants learn how to use the materials. Also included was a visit to a local farm where discussions with local business owners about their enterprises and needs occurred. The workshop evaluation indicated the participants wanted more in-depth discussions on marketing and business planning and management. A follow-up one-day workshop was conducted in Ames in April 2004 with 17 of the original 38 in attendance. This session focused entirely on marketing and involved having participants learn about its concepts by developing marketing plans for their own jobs. A third one-day workshop similar to the original overview was conducted in November 2004 in Northeast Iowa with 17 participants from Iowa, Wisconsin, and Minnesota.
Outreach and Publications
The following outputs were produced by the project for use during the outreach phase of the project. A copy of the manual and CD was sent in a previous report.
1. a toolbox manual used in the workshops
2. a CD with all toolbox materials and additional resource materials
3. a website with all the information included on the CD
4. a workshop that showcased the manual and CD.
The CD has been shared at a women in agriculture, alternative agriculture, and a value added agricultural conference. A session on business planning and/or marketing using the workshop materials was conducted by the workshop presenters. In addition, five other workshops/ educational programs were conducted by workshop participants and used the materials, but not the CD.
Evaluations were conducted at the end of each workshop and a follow-up evaluation was conducted in March 2005. The first set of evaluation questions was directed toward participants’ perception of the value of the toolbox and workshop. Were the topics understood, what topics still needed clarification, how useful do you think the manual will be, etc.? Overwhelmingly, participants felt the toolbox (manual) would meet their initial needs, but would need to undergo specific updates and clarifications.
Interestingly, participants that attended both the September and April workshops altered their responses to what topics still needed clarification. The September topics were across the board, whereas the April answers were specific and detailed indicating that the manual had been used and participants had some interaction with clientele. Approximately 90% of the participants thought the workshop adequately introduced the material in the manual. The September evaluation indicated an interest in more in-depth information in marketing, which led to the April follow-up.
As can be seen in Table 1, those in attendance to the April workshop felt that the new ideas presented would be helpful, that the training led to new knowledge and skills, and that the manual would meet their needs when they had questions regarding marketing topics.
Table 1: Results of April 2004 Workshop Evaluations Average Score1
The new ideas presented will be helpful to me in my work.
The training provided me with new knowledge.
The training provided me with new skills.
The manual will meet my needs when I have questions regarding marketing topics.
1The responses to the questions represented a 5-point Likert scale consisting of: Strongly Agree (5), Agree (4), Neutral (3), Disagree (2), and Strongly Disagree (1).
4.2
4.0
3.9
4.0
A second set of questions were asked to determine the level of knowledge and skills gained from the workshop. To determine an increase in knowledge and skills a simultaneous pre- and post-test research design was conducted, with the results shown in Table 2. The increase in understanding and/or ability was statistically significant for each question.
Table 2: Results of April 2004 Workshop Evaluations Pre-Test Score1 Post-Test Score
My understanding of basic marketing concepts.
My understanding of the key components of a marketing plan
My understanding of the various activities involved in marketing a product or service.
My ability to develop a marketing plan for my own job.
My ability to go through and explain marketing concepts to another individual one-on one.
My ability to help develop a marketing plan for someone else’s product or service.
My ability to teach basic marketing and marketing plan concepts in a workshop setting.
1The responses to the questions represented a 5 point scale consisting of: Poor (1), Needs Work (2), Okay (3), Good (4), Very Good (5).
3.6
3.5
3.5
3.1
3.4
3.0
3.1
4.2
4.5
4.1
4.0
4.2
3.6
3.7
Identical questions were asked to the November 2004 workshop participants with similar results as indicated in Tables 3 and 4. However, there were minor differences between the April and November participants that should be pointed out. The April workshop was a follow-up to the September 2003 initial workshop. Each of the participants in April had received training with the manual materials and time to practice what they learned. The November 2004 participant group had no experience working with the workshop materials. We believe this is why the average score for the new knowledge and skills gained is higher with the November group as well as lower pre-test scores for understanding and ability. In other words, incremental knowledge, skills, and abilities were higher since they started at a lower initial level. Otherwise both groups gained new knowledge, skills, understanding and ability to help new food and farming ventures succeed.
Table 3: Results of November 2004 Workshop Evaluations Average Score1
The new ideas presented will be helpful to me in my work.
The training provided me with new knowledge.
The training provided me with new skills.
The manual will meet my needs when I have questions regarding marketing topics.
1The responses to the questions represented a 5-point Likert scale consisting of: Strongly Agree (5), Agree (4), Neutral (3), Disagree (2), and Strongly Disagree (1).
4.4
4.3
4.0
4.8
Table 4: Results of November 2004 Workshop Evaluations Pre-Test Score1 Post-Test Score
My understanding of basic marketing concepts.
My understanding of the key components of a marketing plan
My understanding of the various activities involved in marketing a product or service.
My ability to develop a marketing plan for my own job.
My ability to go through and explain marketing concepts to another individual one-on one.
My ability to help develop a marketing plan for someone else’s product or service.
My ability to teach basic marketing and marketing plan concepts in a workshop setting.
1The responses to the questions represented a 5 point scale consisting of: Poor (1), Needs Work (2), Okay (3), Good (4), Very Good (5).
2.9
2.3
3.0
2.3
2.7
2.6
2.3
4.0
3.5
3.9
3.2
3.8
3.9
3.5
A follow-up evaluation was conducted in March 2005. Twenty-three of the 55 workshop participants returned the survey. When asked how often the manual and CD was used over the past six months, respondents said the manual was used about 35 times and the CD about 24 – 30 times over the period. More importantly, respondents indicated the training led to the development and delivery of five conferences and/or educational programs within the past six months with over 200 total attendees. Three additional conferences were conducted by the workshop presenters (Gary Huber and/or Craig Chase) and shared CDs and materials to about 100 attendees. In addition participants aided in the start-up of three new food and/or farming ventures with one venture almost ready to start and more prospective new businesses in the planning process. Results are occurring as a result of the training. When asked “Where do you want to go from here” respondents clearly indicated the desire for more training, practice working with clientele, and a way to share experiences among the group.
Project Outcomes
A total of 55 agricultural educators were trained through the three workshops (September 2003, April 2004, and November 2004) and at least 300 compact disks have been distributed as described in the previous section. No website data is available from AgMRC at this time.
Potential Contributions
Economic Analysis
This project did not study specific practices or approaches, and so an economic analysis report is not possible.
Farmer Adoption
Farmer adoption of new marketing and business planning and/or management practices is a project result that fell beyond the immediate outcomes planned for this project.
Future Recommendations
The project could be expanded to reach additional target audiences such as economic developers, farm organizations such as Farm Bureau Federation, and others. Feedback from users of the manual and CD could be used to focus future material development and training on topics that were not adequately addressed by those resources. Network development was not very well established through an email listserv and infrequent workshops, a more readily available and user-friendly mechanism could be demonstrated.