Expanding winter harvest and sales for New England vegetable crops

Project management:
A pre-project needs assessment was conducted in 2010 with a small group of farmers for whom winter sales were already a significant and growing portion of their overall farm income. These interviews helped our project partners to determine what these growers, and likely others, were finding to be the greatest challenges to successfully and economically incorporating winter growing and selling into their farm plans. These initial interviews were followed by a more broadly distributed survey, sent out to the UNH and UMass newsletters’ readerships and SEL vendors. Results from this survey served as a snapshot of the then-current state of winter production and markets in the region, and established a baseline for how growers were incorporating winter sales into their total farm operation and budgets. The activities of the project including field research, market development and educational programs and publications were designed to address needs identified by growers in these initial surveys.

Project partners (from UMass, UNH, SEL and CISA) held conference calls as needed to plan and review project activities, generally three or four times per year. Our eight farmer advisors from NH, RI, CT and MA kept us abreast of their needs and the ongoing changes they witnessed in the production and sales of winter vegetables over the course of the project, and advised us through conference calls conducted at least twice per year and conversations at farm visits and meetings.

The farmer advisory panel was:

• Josh Jennings, Meadow’s Mirth Farm, Stratham, NH
• Bryan O’Hare, Tobacco Road Farm, Lebanon, CT
• Andre Cantelmo, Heron Pond Farm, South Hampton, NH
• Skip Paul, Wishingstone Farm, Little Compton, RI
• Rob Lynch, Riverland Farm, Sunderland, MA
• Ryan Voiland, Red Fire Farm, Montague, MA
• Laura Tangerini, Tangerini’s Spring Street Farm, Millis, MA
• Steve Fulton, Blue Ox Farm, Enfield, NH

These advisors supported the exchange of information among farmers through their own networking efforts and through participating in workshops and farm tours. In addition, we used surveys, workshop feedback and farm visits to assess our progress through milestones toward our performance target. From 2010-2013, Amanda Brown provided project management and was responsible for the UMass low tunnel and carrot trials.  In 2013, Amanda Brown left Extension to assume directorship of the UMass Student Farm. Lisa McKeag took her place as project coordinator and has completed the final two years of the project. Susan Han advised us on the design and implementation of the post-harvest and storage trials, and was a resource for developing publications. Zara Dowling conducted carrot storage experiments, did statistical analysis and wrote research reports for many of the UMass research projects, as well as contributing to the development of the winter production website. We would also like to acknowledge the contributions of Andy Cavanagh, Jessica Smith, Sarah Berquist, Courtney Huffman, Susan Scheufele and Jason Silverman to the implementation of UMass research trials and outreach.

Collaboration with the SARE farmer project FNE12-748 (Evaluation of inexpensive wireless networks for managing small vegetable farms), a UMass Integrated Research and Extension project (Ben Weil PI, Optimizing food storage systems for quality, safety and energy efficiency) and a UNH Experiment Station project enhanced our capacity to address issues of storage design, energy use and monitoring. The UMass research farm low tunnels and the storages at farms that were involved in the winter storage case studies were set up with wireless sensor networks which provided a testing ground for the equipment and software and demonstrated the usefulness of real-time, continual access to data on conditions in protected environments on the farm. Two of the farms have continued to work with Larry Manire and use wireless sensors on their farms.  Ben Weil, UMass Extension assistant professor in Building and Construction Technology and his graduate student, Luke Doody, conducted research in winter 2013-2014 to compare temperature, RH, energy use and carrot quality during winter storage in a walk-in cooler at the UMass Research Farm that was fitted with their ambient air/humidifcation system with a walk-in cooler at Simple Gifts Farm that used conventional cooling equipment. Their work was presented at the 2014 Storage Workshop and UMass 2014 Field Day, and reported in a fact sheet (see Publications and Outreach).

Research (on-farm and on-station) and Case Studies:
Researchers and growers in NH, MA and RI conducted a total of 16 on-station and 9 on-farm trials over three winters from fall 2010 to spring 2013 on topics proposed in this project. Most of these trials were replicated experiments, while some were non-replicated observational studies or case studies. We worked directly with farmers to learn about storage needs and improve winter storage capacity for fall-harvested vegetable crops, and extended information about vegetable storage through many outreach channels.

1) Low tunnels for overwintering, including cover materials, crops, varieties and timing of planting to achieve optimal winter protection and spring yields

2010-2011

Covers: low tunnels were established at six sites in NH, MA, RI with three different coverings at each location (two layers heavy rowcover, one layer heavy rowcover + one layer 2ml perforated plastic, one layer heavy rowcover + one layer 6 ml IR greenhouse film), and temperatures were monitored with dataloggers inside and outside tunnels. Consistently across sites, an inner layer of heavy rowcover (1.25 oz/sq yd) plus an outer cover of 6 ml greenhouse plastic moderated the coldest temperatures most effectively and prevented ground from freezing at all sites. Subsequently all tunnel experiments (described below) used these coverings unless otherwise stated.
See attached documents (2): UMass & UNH low tunnel materials fact sheet and UNH low tunnel materials site analysis.

2011-2012

Crop evaluations, UMass: Three trials were conducted at UMass to evaluate three crop types: brassicas, spinach, and onions. The brassica trial focused on planting dates and spring regrowth for three brassica species (Brassica napa, B. juncea and B. rapa); onion and spinach trials focused on comparison of varieties for spring yield. All trials used black plastic on raised beds with tunnels constructed of metal conduit, covered with 1.25 oz row cover and 6 ml greenhouse plastic. Results in brief: For all crops, winter survival was very good; B. rapa bolted too early for spring harvest but the other greens produced marketable greens in March and April; spinach varieties Spargo, Space, and Corvair produced marketable greens without bolting while Red Cardinal bolted early; onions produced healthy greens and fresh bulbs for March and April harvests. Effects of planting date on yield varied among crops.
See attached documents (5): UMass low tunnel onion, spinach, brassica trials 2011-12 report or photo log.

Crop and tunnel evaluations, UNH: Three trials were conducted at UNH to evaluate: 1) greens including brassicas, lettuce, and chard at two seeding dates; 2) seeding date and variety on late fall and spring harvest of salad mix and; 3) influence of tunnel shape on winter temperatures. In addition, onion variety trials were conducted at the research farm and a cooperating partner farm further north. Results in brief: Earlier plantings of greens (seeded 7 Sep) yielded marketable greens in the fall and spring, while later plantings (seeded 21 Sep) yielded in the spring only. Salad mix seeded on 18 or 21 Sep produced harvestable yield in the fall, in 24 to 65 days after planting according to species. Growth was slower for 28 Sep seeding date and not all species reached harvestable size. Tunnel shape (4’ or 6’ base width for hoops) and size (10’ or 20’ long) did not influence temperature, but number and types of covers did. Onion varieties tested survived and grew well, and produced mature bulbs by mid-June, with differences among varieties in bolting, vigor and bulb size.
See attached documents (2): UNH low tunnels greens DRAFT, and UNH salad green varieties.

2012-2013

Crop evaluations, UMass: Two trials were conducted in low tunnels at the UMass Research Farm: 1) a 2^nd year of onion variety trial and, 2) direct seeding of a single variety of each of beets (Red Ace), spinach (Space), kale (Red Russian), and carrots (Napoli), at different seeding dates. Results in brief: Onions: four onion varieties (Bridger, Copra, Patterson and Pontiac) were evaluated for quality and yield after overwintering in low tunnels for spring harvest. Transplant survival was high for all varieties (89-96%), and most of the onions harvested in spring were marketable. Bolting was strongly correlated with variety, with 79% of the Patterson, 73% of the Copra, and 55% of the Pontiac bolted at harvest, as compared to only 3% of the Bridger. Significant differences in yield were found between varieties, with Bridger having significantly higher bulb diameter and marketable weight than the other varieties. Seeding dates for various crops: the second planting date of beets had the highest survival based on number of plants, but plants in all treatments bolted in spring and did not develop good roots. The latest seeding date of spinach had the highest overwinter survival, while the earliest seeding date had the highest average harvest weights, though with high variability between replicates, no results showed statistical significance. No bolting was observed in spinach from any treatment. All three kale treatments survived the winter well, based on number of plants at harvest, though from a third to over a half of the plants had bolted. As with spinach, the earliest seeding date yielded the highest total and marketable weights, though not with statistical significance. There was a significant difference, however, in total yield between the earliest and latest seedings. In carrots, overwinter survival was good across all three seeding dates, and highest with the earliest treatment, with statistical significance between only the first two dates. The number of plants that had bolted at harvest corresponded to seeding date, with the latest treatment having the lowest bolting. Bolted plants were found to have a marketably-sized root, but the root was generally woody and bitter-tasting. All carrots were considered marketable, except for these bolted plants.
See attached documents (2): UMass low tunnels onion variety trial Yrs 1&2 and UMass low tunnels direct seed beet carrot kale spinach 2012-13.

Onion evaluations, UNH: onion variety trials were conducted at the research station in Durham (USDA hardiness zone 5B) and at a farm in North Haverill (zone 4B). Varieties were rated for vigor, time and rate of bolting, and bulb size. The conclusion after two years of onion trials was that low tunnels provided a protected environment that allowed onions to grow well in both locations. With both mid-August and mid-September seeding dates, onions were ready for harvest in late May to early June. Bulbs continued to increase in size until late June. The varieties TopKeeper, Hi-Keeper, Keepsake Bridger and T420 produced nice bulbs in both years; Walla Walla did well in one out of the two years. Planting later in the fall seemed to reduce the chances of spring bolting, but resulted in smaller, slightly later bulbs.
See attached document: UNH overwintering onions 2Yr.

2) Storage Carrots, UMass

Introduction. In pre-project surveys, carrots were the most widely grown crop for winter storage, and that remains true in our 2014 survey. They serve as a useful model for the large group of crops that require cold, humid conditions (32-34°F, >95% RH) in storage; if their needs are met they will store 4-6 months and all the other crops in that group will do well also. Without proper postharvest handling, carrots rapidly lose moisture and flavor. For these reasons we focused several trials on carrots. We evaluated varieties, harvest dates, post-harvest handling and storage methods using carrots as a model crop for long-term storage. At the outset, we found that a single variety, Bolero (JSS) was the most widely grown carrot for storage, so it was included in all trials. We wanted to see if carrots gained or lost quality when allowed to grow into November even if that takes them beyond their labeled days-to-harvest. Ambient air is used by many growers to cool their carrots, so later harvest can be beneficial for achieving good storage conditions. Two trials were conducted by UMass to evaluate effects of carrot variety and date of harvest on storage quality over time.

2010-2011

Carrot variety trials for fresh sales and storage quality
A variety trial was conducted using six storage carrot varieties: Bastia, Berlanda, Bolero, Canada, Carson, Sugarsnax. These were planted on 28 June 2010 and samples were harvested on 4 dates: 29 Sep (93 days post-seeding), 12 Oct, 27 Oct, and 11 Nov (130 days post-seeding). Varieties differed in type/shape (Flakee, Berlicum, Nantes, Chantanay, Imperator) as well as days to maturity (68 to 95 dh). At each harvest, carrots were weighed and graded based on USDA standards into one of the following categories: marketable (USDA #1 &2, >5" w/no bends, forks, or blemishes), forks, misshapen, split, small (<5”), or insect damage; and tested for sweetness (ºBrix). Samples of USDA #1 or 2 carrots from each variety were used in a storage trial. Carrots (10 of each variety per harvest date per storage pull date) were washed, weighed, and stored in perforated plastic bags under good conditions (32-37°F, RH>95%), and pulled from storage monthly from December through March to measure two components of quality, ºBrix and water loss. For Brix test, 4 slices were taken from each carrot spaced top to bottom, frozen, then juice extracted and measured with a refractometer. Water loss was measured by weighing bags monthly over five months of storage to track weight change over time.

At-harvest results: Total weight of carrots harvested, and total marketable weight increased for later harvests, indicating that carrots continued to grow late into the season without compromising quality from insects, disease, or other factors. Later harvests, which extended the days-to-harvest for up to 60 days past the labeled maturity date, produced some russetting and regrowth of side roots especially in Bolero, an indication of over-maturity, but marketability remained high overall. Bastia had the highest number of marketable carrots, followed by Bolero and Carson. Varieties Canada, Carson, and Bolero had higher Brix scores across all harvests as compared to Bastia, Berlanda, and Sugarsnax. Taste tests found no difference among varieties. For direct market sales, small, misshapen, or forked carrots are often acceptable, potentially increasing marketable weight.

Storage results: All carrots stored well. Water loss occurred at low levels throughout the storage period, was consistent across varieties, and averaged 5-11% between harvest and 1 March. Brix readings increased from December through February, and declined sharply in March. Brix score varied significantly with harvest date and variety during the first three months of storage. In December, after one month of storage, the second harvest date had the sweetest carrots in all varieties. On this sampling date, Bolero and Carson led the pack in terms of Brix score for all harvest dates, followed by Canada. In subsequent months there were differences among individual varieties and harvest dates, but there was no clear pattern of one variety or harvest date dominating. By March, there were no significant differences in Brix score for any of the carrot treatments.
See attached documents (2): UMass carrot variety trials 2010-2012 proceedings and slideshow.

Overwintering in the ground under mulch
A non-replicated observational trial was conducted to compare methods for storing carrots in place under 10-12 inches of straw mulch without plastic or with a layer of plastic over or under the mulch. Three varieties of carrots (Bolero, Berlanda and Canada) were covered 30 Nov and harvested 11 April. All mulch treatments protected carrots from freezing, while bare carrots all froze. By the time carrots were harvested, temperatures had warmed considerably and although carrots were still crisp and sweet, tops were beginning to regrow. Disease, primarily Sclerotinia white mold, had developed on 2 to 6% of samples but injury from rodents and insects was low. Brix ratings over all mulch treatments averaged 7.4 in Berlanda, 7.9 in Canada and 8.2 in Bolero. Across all three varieties, average Brix scores were consistently lower when carrots were stored with plastic over the mulch compared to plastic under mulch or mulch alone; however, scores were only significantly lower for the Berlanda. This method for overwintering can be viable and result in marketable, sweet carrots if carrots are harvested in early spring before regrowth. Further studies could evaluate the viability of harvesting during varying winter conditions, damage risks from rodents, insects or disease, and the timing of spring harvest. For growers who have storage facilities available, fall harvest and storage in a more controlled and protected environment may be less risky, but in-field overwintering could provide a low-cost method to supplement storage.
See attached document: UMass Mulch for wintering carrots in ground DRAFT.

2011-2012:

Variety Trials
For the 2011-12 season, six carrot varieties (Berlanda, Brest, Bolero, Carson, Deep Purple, Florida) were evaluated. Carrots were seeded 26 July and thinned to 1 inch on 24 Aug. Carrots were harvested on three dates (3, 14, 28 Nov). Wholesale and direct sale marketable weights were measured, culls counted, and dimensions of carrots (length, width, pith width) measured. Those that were in good condition but small or moderately misshapen were included in direct sale marketable weights. Brix scores were measured at the time of harvest, and again after 6 months of storage. Monthly quality in storage was not tracked. However, for three of the varieties (Berlanda, Bolero, Brest), half of the carrots were stored washed and half unwashed. Staining, presence of rot, and top sprouting were then evaluated after 6 months of storage.

At-harvest results: Brix score was higher for the two later harvests (14 and 28 Nov) compared to the first. Marketable weights were also higher for the later harvests, but generally lower than 2010. This was likely the result of a combination of later plant date and cool, wet growing conditions. There were no indications of over-maturity as in 2010. Berlanda was the highest yielding variety, both in terms of numbers and weight of wholesale marketable carrots. Brest, Bolero, and Florida were also high producers. Carson and Deep Purple did not fare as well, with Deep Purple producing less than one third the marketable weight of Berlanda. These low yielding varieties produced approximately an equal weight in direct sale marketable carrots. Higher yielding varieties produced additional direct-sale carrots equal to about 2/3 of wholesale weights, and were still by far the best producers even for direct sales.

Storage results: Stored carrots were sampled in April for rot, staining, and top sprouting (an indication that they are becoming biologically active). After six months of storage, they no longer retained flavor and were unmarketable. However, their reaction to extended storage serves as a good indication of how they would react to storage over shorter periods. We found that washed carrots were more than twice as likely as unwashed carrots to show signs of rot (35% versus 14%), although rot damage was quite minor in all carrots. We saw no differences in top sprouting between washed and unwashed carrots. Unwashed carrots did show minor to moderate staining, and did not wash completely “clean.” However, washed carrots that were not kept perfectly clean (i.e. not all dirt was washed off pre-storage, small amount of dirt left in bag) also showed minor staining. We saw differences between varieties in terms of levels of staining, rot, and top sprouting. There were no significant differences in Brix score between washed and unwashed carrots.
See attached documents (2): UMass carrot variety trials 2010-2012 proceedings and slideshow.

2012-2013

Storage case studies
As growers expand their production of root vegetables for winter storage, they need a corresponding increase in storage capacity. Optimal storage conditions are known for most crops, but creating a facility that provides ideal conditions can require a large up-front or long-term investment. In this study, we explored how well carrots stored under conditions in four different types of storage facilities on commercial farms. While these case studies cannot fully address the question of trade-offs between quality and cost, they do offer insight into how different storages affect quality and marketability of carrots from December through March.

Carrots, cv. Bolero, were seeded on 11 July 2012, weeded, thinned, and irrigated as needed, and harvested on 13-14 Nov. Farmers’ market-quality carrots free of nicks, scars, or rot were selected and placed in the storage facilities the day of harvest, or kept overnight in cold storage and placed in the trial facility the next day. Carrots were processed to mimic how carrots were stored at their destination: either stored unwashed or barrel-washed pre-storage; either in mesh bags to mimic carrots stored loose in bins, or stored in perforated plastic bags (PPB) if they were stored that way at the farm. Samples consisted of 10 carrots per bag. One set of bags was removed from the storage each month to sample water loss, Brix score (a measure of sugar content), rubberiness, rot, and other measures of carrot quality. Carrots from on-farm storages were also brought to the Amherst farmers’ market in January, February, and March. Attendees were given a blind taste test and asked to sample slices of carrots from different storages and rate the carrots based on texture, taste, and appearance. Carrots were rated on a 1-5 scale, with 1 being poor and 5 being excellent.

Farm Storage Facilities

Farm A: Recently constructed underground root cellar with cement walls, and ceiling with 4” of spray foam insulation, active cooling with ambient air through 8” pipe with intake/exhaust fan, as well as passive cooling using PVC pipes built into the walls and through gaps around the elevator shaft in one corner. Carrots are stored unwashed in plastic bulk grain sacks. Humidity is provided by respiration of stored vegetables, supplemented as needed by wetting the floor.

Farm B: Standard 8’ x 8’ x 10’ tall walk-in cooler made of standard refrigeration panels and foamboard in the floor, with a three-phase compressor, condenser, and fans (Cool-Trol system), with temperature set at 38°F. Humidity maintained by wash water dripping from freshly washed winter greens onto wood floor. Carrots are barrel-washed and stored in 25 lb PPB.

Farm C: Underground chamber 21' x 47 ' x ~7' tall, retrofitted in an old barn, insulated with 4+ inches of spray foam inside the walls and ceiling, heated and cooled by a geothermal system and cold air from outside, set to 35°F in the winter. Carrots are stored unwashed in large macro 34 vented bins. Humidity is managed with misting or water on the floor, and bins covered on top with a layer of plastic.

Farm D: Semi-underground concrete storage unit (320 sq ft) insulated on the roof with foam, flanked by two other concrete storage units, with the back against earth, cooled with a low velocity unit and humidified with an automated spray system. Washed carrots were stored in 25# perforated plastic bags and then placed in either Macro bins or on pallets. Because the farm was considering storing washed carrots loose in large bins we included both perforated plastic and mesh bags of carrots placed on top of or nestled in pallets containing carrots in PPB.

Results: All storages maintained temperatures within several degrees of the target (which was 34-38°F) except that the root cellar was slow to cool because of warm ambient temperatures in November and December and did not go below 40°F until January. Along with warmer T, RH also remained low and did not exceed 90% until January. Water loss over three months was 13% at Farm A and in carrots in mesh bags at Farm D, compared to less than 2% at Farms B and C, and at Farm D for carrots in perforated plastic. The water loss in mesh in the cold, high RH environment for Farm D was unexpected. We found Brix scores to be higher in the carrots that experienced greater water loss, likely due to the fact that loss of water meant sugars were concentrated in the water that remained. In January taste tests, after two months of storage, the carrots stored under the closest to ideal conditions – at Farm C and at Farm D in plastic – were rated higher in appearance, flavor, texture and preference compared to carrots stored in mesh at Farm D and carrots from the root cellar at Farm A. In February, results were similar except that we found no difference in taste and texture ratings; anecdotally, some people appreciated the crunch and crispness of the carrots that had been stored under ideal conditions, while others noticed the sweetness of the carrots that had experienced greater water loss. By March, carrots from the root cellar (Farm A) were rated highest in flavor and texture – apparently the higher sugar content was especially noticeable at this point, compared to crispier carrots that were less sweet. The decline in sweetness for most of the storages in March is consistent with our 2010-11 storage trials, in which Brix readings increased from December through February, and declined sharply in March. A limited amount of water loss appears to be tolerable and in fact lead to sweeter carrots over time. When water loss was low (5-11% in 2010-11 storage trial, and <2% in 2012-2013 study), we observed a tendency for carrots to decline in sweetness after February.

Overall, we found that the only storage with serious limitations in this season was the underground root cellar, and its limitation was primarily from inability to draw enough cold air from the environment. In subsequent years, this farm has not encountered the same problem when late fall temperatures have been lower. Humidity was maintained at >95% using informal, non-automated methods in two of the storages, though it appeared to be higher and almost excessive (i.e., water condensing inside the bags) in the storage with an automated mister. The standard walk-in cooler was able to prevent water loss as well as the two custom-designed storages. Even in the high humidity environment of Farm D, perforated plastic packaging appeared to provide benefits compared to open air; however we also saw that less protective packaging (open bins) also prevented water loss in the storage on Farm C; our results suggest that more work on packaging and humidity would be useful. In a low-humidity environment above forty degrees (Farm A), feed bags did not prevent water loss. Marketability was maintained in all four on-farm storages, even under less than ideal conditions. Further studies conducted by Ben Weil and Luke Doody at UMass have shown that the cooling with ambient air can be made more effective and energy-efficient if combined with humidification to reduce temperature (see Educational Programs and Outreach, March 2014 Storage Workshop).
See attached documents (2): UMass carrot postharvest and storage case studies slideshow and UMass carrot storage case studies report.

To Wash or Not to Wash
One long-standing debate is on the merits of washing carrots before placing them into storage. The decision to wash carrots before storage, or immediately before sale during the winter months, is usually based on a farm’s washing facilities (heated, with winterized water source, or not) and available labor. In the 2012-13 season, we followed up on preliminary results from 2011-12 and stored Bolero carrots from the UMass Research Farm (seeded July 10 & harvested Nov. 5) under three postharvest treatments: barrel-washed, hand-washed (scrubbed in a bucket by hand), and unwashed (stored unwashed, and washed just before evaluation). For each treatment, carrots were placed in perforated plastic bags, and stored at 32-34 degrees, 95% RH. For each month in storage, we pulled out designated bags to evaluate rot, staining and lenticel dirt, top sprouting, hair sprouting, water loss, flavor, and crunch, and Brix readings.

Results: Rot – There was no effect of treatment on root rot in our 2012-2013 trial – washing did not lead to higher levels of rot. Staining – Some staining was apparent in unwashed treatments this year, manifesting as a slight brownish cast on some carrots. However, overall, staining was quite low, and difficult to distinguish from the off-color whitish cast that occurs in older carrots, no matter how they were stored. Hair sprouting – In the April sample only, we found higher rates (20-40%) of hair sprouting (white hairs growing along the carrot) in both washed treatments, compared to 2.5% in unwashed. Hair sprouting indicates that the carrot is becoming biologically active, which will render it unfit to eat. Other variables – We found no effect of washing treatment on water loss, flavor, lenticel dirt, or top sprouting of carrots.

This study indicated that carrots can be successfully stored unwashed without significant staining occurring, at least for the Hadley silt loam found in Deerfield MA. This may differ among soil types; a 2009 washing trial at Jerrico Settlers Farm in Jerrico, VT found increased staining in unwashed carrots. Like Jerrico Settlers Farm, we found that carrots can be stored washed without rot, though there was a slight increase in rot and in ‘hairiness’ late in the season. Washing by hand or barrel worked equally well. The success of either approach to washing will vary with soil type, storage conditions and storage duration.
See attached document: UMass postharvest carrot washing trials DRAFT.

Market development:
Our partner local food organizations and market organizers were Communities Involved in Sustaining Agriculture (CISA) based in the Connecticut Valley area of western MA (Claire Morenon, project leader) and Seacoast Eat Local (SEL) based in the seacoast area of New Hampshire (Kate Gardner, project leader). They were either the primary organizers or offered support to winter farmers markets at six locations in western MA and eastern NH, building up the direct links between farmers and consumers for regular sales of vegetables and other local products during the winter months. Both organizations handled market logistics, recruited vendors, promoted markets to the public, and worked to draw new consumers to the markets. They evaluated consumer attitudes to gain better understanding of how to expand sales and kept abreast of vendor trends and needs. In a market development effort that was not part of our proposal, Ruth Hazzard along with other local partners was actively involved in organizing a new weekly winter farmers market in Amherst MA, which opened in December 2010 and has been open weekly from early December into April every winter from 2010-2015.

Seacoast Eat Local Activities:

Market Schedule and Locations. In November of 2007, Seacoast Eat Local began holding indoor winter farmers’ markets. We started with 3 markets the first year, and expanded to 6 markets in 2008-09. Based on overwhelming demand from market customers, and positive feedback from participating farmers, fishermen and food vendors, we decided to increase the frequency of the winter markets, and secure indoor spaces large enough to accommodate 40 to 50 vendors. Our Winter Farmers’ Market season now runs from late November through April, alternating between 2 indoor locations in Rollinsford (Glass greenhouse, 56 vendor spaces) and Exeter, NH (high school cafeteria, 39 vendor spaces). We host 11 or 12 market dates each winter, starting the Saturday before Thanksgiving.

SEL’s Winter Farmers’ Market webpage:

http://www.seacoasteatlocal.org/find-local-food/our-winter-farmers-market

During the NESARE grant period (June 2010 – May 2013), Seacoast Eat Local:

-held 32 winter farmers’ market events

-hosted 12 vegetable cooking demonstrations

-produced 17 “Vegetable of the Day” recipe cards

-held 1 farmer focus group meeting

-conducted 3 online vendor surveys

-conducted 2 online consumer surveys

-conducted 7 in-person consumer surveys

-led 2 workshops for winter market organizers (total of 30 participants)

Key Ingredients to Organizing a Successful Winter Farmers’ Market
SEL developed and used many techniques to make their markets a success. Here is a list of tips:

• constantly building SEL’s email list (4,138 count as of 12/1/14)
• distributing print materials (postcards and posters) and maintaining our online presence (website, blog, Facebook, Instagram, and Twitter). Facebook is a particularly important tool (5,396 followers).
  See attached documents (2): 2013 SEL Winter Farmers’ Market flyer and SEL WFM Press Release.
• paying dedicated staff to plan, promote, and manage the markets
• recruiting volunteer board members and winter market committee members
• organizing a strong base of market volunteers
• cross-promotion and partnerships with other winter market organizers, food and farming organizations, and community groups
• recruiting high quality vendors with a reliable supply and attractive displays
• engaging vendors in promoting the markets and helping them run smoothly
• finding market locations with appropriate facilities, space, customer traffic flow, parking, etc.
• fostering collaborative relationships with our host sites
• creating a positive market experience for our customers by offering live music, kids’ activities, cooking demos, book signings, knife sharpening, food drives, CSA Days at the market, etc.
• integration with SEL’s SNAP/Debit at the Markets program (http://seacoasteatlocal.org/snap/)
• recruiting local business sponsors to underwrite some of our overhead expenses
• utilizing online tools including: Manage My Market, Mail Chimp, Survey Monkey, and Razoo, Pinterest, and Google Forms.
• Finding new partners and engaging new audiences

Consumer education
Seacoast Eat Local staff and volunteers provide customers with a range of opportunities to learn about locally available foods in winter. Each winter market day is planned as a distinct event with featured foods, live music, demonstrations, guest nonprofits, and volunteer support.

• Vegetable of the Day: One vegetable was featured on each market day, and was promoted in advance of the market in our email newsletter, blog posts, and social media (Carrot Day, Potato Day, etc.). We chose to promote vegetables that were in abundance at our market on that particular market day, communicating closely with farmers about what they expected to have available throughout the winter. Promotional content about Vegetables of the Day included recipes, shopping tips, storage information, fun facts, specific vegetable varieties, and farmers’ growing practices. On market day, we distributed recipe cards for the featured foods at Seacoast Eat Local’s Market Info Booth. A full array of recipe cards is now available at every market event. Featured vegetables included: beets, carrots, turnips, rutabagas, winter squash, pumpkins, kale, potatoes, onions, cabbage, greens, radishes, Brussels sprouts, and dried beans. Prepared food vendors at the market were also encouraged to utilize the featured vegetable in their product recipes that week.
  See attached documents (4): alium, beet, radish, and turnip recipe card for samples of these materials.
• Cooking Demonstrations: We partnered with local chefs, nutritionists, and master food preservers to offer hands-on cooking demos and vegetable “tastings” featuring the Vegetable of the Day. Demos emphasized basic cooking skills and techniques, accessible to people with all levels of cooking experience. Recipes were generally limited to ingredients that could be purchased at the market.
• SEL Market Information Booth: Our volunteers and staff are available to answer customers’ questions about the market, specific products they’re looking for, food storage tips, recipes, etc. We are especially attentive to first time winter market customers who have many questions, and aren’t sure what to expect. We also provide a Market Map (online and in person at the market) which helps customers find specific vendors and products.
• Recipe Resources via Pinterest: Seacoast Eat Local maintains an extensive collection of recipes, organized by vegetable on our Pinterest page. This is an excellent resource for winter vegetable cooking. http://www.pinterest.com/seacoasteatlocl/
• Manage My Market Online Tools: In 2011, we began using online market management software called Manage My Market (MMM). In addition to streamlining our vendor application process, recordkeeping and invoicing, MMM provides us with three interactive tools which are very useful for consumer education and market outreach:

  • Meet Our Vendors: Market vendor list, including farm profiles, growing practices, products, and market dates.
  • Market Map: Interactive map for each market date, showing vendors’ assigned spaces and profile information.
  • Product Search Tool: Customers can search for a specific product and find out which vendors will be selling it at our markets.
  • Links to MMM tools:

    • http://seacoasteatlocal.org/find-local-food/our-winter-farmers-market/meet-our-vendors/
    • http://maps.managemymarket.com/1578
    • http://maps.managemymarket.com/1581
    • http://managemymarket.com/api/productsearch.aspx?orgid=298

See attached document: SEL.NESARE.report.dec2014

CISA (Community Involved in Sustaining Agriculture) activities:

CISA (Community Involved in Sustaining Agriculture) is a non-profit that focuses largely on marketing and outreach to consumers to increase the interest in and viability of local farm businesses. Since 2010, CISA has worked with UMass Extension and other regional “buy-local” partners to support production and sales of winter crops, with a special focus on supporting the development and health of winter farmers’ markets and on encouraging consumers to eat locally year-round.

Work with winter farmers’ markets. Between the start of this project in 2010 and today, the number and status of winter farmers’ markets in the Pioneer Valley has changed dramatically. CISA’s original model was to organize big, festive, one-day winter markets with workshops, bartering, hot food, and music, called “Winter Fares.” Our goal was to draw as many people as possible, exposing shoppers to the range of local food available year-round and proving the market to vendors by providing them with an excellent sales day. In recent years, as ongoing winter markets have developed in the region, we have shifted towards organizing special Winter Fare days at the markets, rather than creating separate market events. This new model was designed to bring the excitement, customer density, and community education components of Winter Fare to the ongoing winter farmers’ markets, thereby contributing to their long-term sustainability.

In the winter of 2010-2011, CISA organized two ongoing winter markets, in Northampton and Springfield. CISA also organized three one-day Winter Fares in Greenfield, Northampton, and Springfield.

In 2011-2012, CISA organized an independent Winter Fare in Northampton, which drew 22 vendors and 1,000 shoppers, and 52% of respondents indicated that they were spending over $20 that day. We also partnered with the bimonthly Springfield Winter Farmers’ Market for a special Winter Fare day, which drew nine vendors (the regular vendors at that market) and 445 people. The Greenfield Winter Fare morphed into a vendor-run monthly market that year, and CISA offered promotional support, but did not organize a Winter Fare day.

In 2012-2013, CISA partnered with four ongoing winter markets for special Winter Fare days. The Amherst Winter Farmers’ Market was a weekly market with thirty-one vendors. At Amherst Winter Fare, CISA coordinated five workshops and 758 shoppers visited the market, up from 437 at the previous week’s market. Of the respondents to a shopper survey conducted at Winter Fare, 24% indicated that they were first-time visitors to the market. The Northampton Winter Farmers’ Market was a weekly market with twelve vendors. At Northampton Winter Fare, CISA coordinated six workshops and 380 shoppers attended. This was the busiest market day ever recorded, up from an average of 295 shoppers. The Springfield Winter Farmers’ Market was a bimonthly market with approximately fifteen vendors. At Springfield Winter Fare, CISA coordinated three cooking demos and 426 shoppers attended. The Greenfield Winter Farmers’ Market was a monthly market with twenty-four vendors, several of which were admitted as one-time vendors to accommodate Winter Fare crowds. Greenfield Winter Fare drew 816 shoppers, and included six workshops.

2013-2014. Based on extremely positive feedback from market managers and vendors the previous year, CISA once again worked with the four regular winter markets. At Winter Fare at the Amherst Winter Farmers’ Market, over 700 people attended, and 24% indicated that they were attending the market for the first time. Forty-six percent of responding shoppers spent $20 or more. Winter Fare at the Greenfield Winter Farmers’ market drew 858 people, 35% of whom where there for the first time, and 57% of whom spent $20 or more. Winter Fare at the Northampton Winter Farmers’ Market drew 654 people, 36% of whom were attending for the first time, and 49% of whom spent $20 or more. Winter Fare at the Springfield Winter Farmers’ Market drew 318 people, 32% of whom were attending for the first time, and 55% of whom spent $20 or more.

Consumer Education. In addition to direct work organizing Winter Fares and supporting winter farmers’ markets, CISA has consistently promoted seasonal eating and year-round support of farmers through a variety of tools. CISA’s “Valley Bounty” newspaper column in the Daily Hampshire Gazette focuses on a different seasonal food each week and provides recipes, local sources, and storage tips. CISA’s website, which receives over 3,500 unique visitors per month, features up-to-date lists of winter farmers’ markets, winter CSAs, and farm stands that stay open during the winter. We promote seasonal eating with recipes and information about farms selling during the winter through our Facebook page and Twitter account, which have a combined 3,371 followers, and through our monthly e-newsletter, which is sent to over 5,200 households. We have also continued our extensive paid advertising campaigns throughout the winter for the last several years.

See attached document: CISA.Winter Market Expansion in Western Mass

• UMass low tunnels brassica greens trial 2011-12 report
• UMass low tunnels onion variety trial Yrs 1&2
• UMass carrot postharvest & storage case studies slideshow
• SEL WFM Press Release
• SEL.NESARE.report.dec2014
• UMass & UNH low tunnel materials fact sheet
• UNH low tunnels greens DRAFT
• UNH OverwinteringOnions 2yr
• UMass carrot variety trials 2010-2012 slideshow
• UMass carrot storage case studies report
• UMass postharvest carrot washing trials DRAFT
• 2013 SEL Winter Farmers’ Market flyer
• UNH low tunnel materials site analysis
• UMass low tunnel onion trials 2011-12 report
• UMass low tunnel onion trials 2011-12 photo log
• UMass low tunnel spinach trials 2011-12 report
• UNH salad green varieties
• UMass carrot variety trials 2010-2012 proceedings
• UMass Mulch for wintering carrots in ground DRAFT
• CISA.Winter Market Expansion in Western Mass
• alium recipe card
• beet recipe card
• radish recipe card
• turnip recipe card
• UMass low tunnel spinach trials 2011-12 photo log
• UMass low tunnels direct seed beet carrot kale spinach 2012-2013