2006 Annual Report for CNE06-009
Seeds to Success Youth Farm Stand project: Using social marketing to increase community presence and create a self-supporting project
Summary
Our project helps residents in three limited-resource communities gain access to locally grown produce via a retail outlet (Seeds to Success youth farmstand) that is profitable to local farmers/growers, benefits the local community and its residents, and needs to be a self-supporting project by 2008.
The project has four key objectives: 1) Create retail outlets that bring nutritious, affordable, locally grown produce to consumers; 2) Offer economic development opportunities to at-risk communities; 3) Offer farmers new retail outlets at which to sell crops at competitive, profitable prices; 4) Provide workforce preparation to special-needs teens via youth-operated farmstands.
Our target communities (Glassboro, Paulsboro and Woodbury, New Jersey) are considered at-risk--at least 20% of the population living in households have incomes below the poverty level. Youth involved in the project are classified as at-risk due to family situations, behavioral problems, or low academic achievement records.
To enhance Seeds to Success’ strategic plan, the educational and social marketing components that emphasize community empowerment and the ecological benefits of eating locally produced foods must be further developed and disseminated to the community.
We will develop a social marketing campaign (a kit with marketing and instructional materials, public service announcements, multimedia display and revenue enhancement materials) to increase outreach and stand income and attract benefactors. This will, in turn, attract more farmers with the opportunity to increase their revenue.
The campaign will expand impact and, ultimately, enable us to secure long-term funding to sustain Seeds to Success when existing grants expire in 2008. This campaign will help our targeted communities more effectively address three problems:
1 Despite living near local farms/farmstands, residents of targeted communities have limited access to locally grown produce. There are no supermarkets nearby and area farmstands are not accessible via public transportation.
2 While there is a need, economic restraints and poor marketing conditions limit the ability of local farmers to expand retail markets by opening farmstands in new, low-income communities.
3 There is a lack of trained, affordable manpower available to operate and staff farmstands in new (limited resource) communities.
Objectives/Performance Targets
Seeds to Success addresses community sustainability on several levels. Our social marketing campaign will enhance these efforts and educate a larger, community-wide audience on the following issues:
1. Linking agriculture and community development
The communities in which we have established youth farmstands were anxious to bring fresh, locally grown produce to their residents as a component to downtown revitalization projects. In 2003, we invited two boroughs to participate. In 2005, a third borough asked to join the project. All three boroughs have initiatives in place to address neighborhood revitalization and saw Seeds to Success as a logical fit with these efforts.
All produce is purchased from local farmers, providing new retail outlets in communities where farmers would not typically be able to establish a new business.
Farmers and representatives from municipal and county economic development offices serve on the Seeds to Success advisory council. Together, they work as engaged partners to guide project direction, including developing long-range fund development strategies.
Stakeholders from 86+ community organizations work hand-in-hand to communicate a clear message about the importance of the youth farmstand project, expand name recognition, and publicize the impact the project makes in the community. Public awareness and support indicate that the project is, indeed, creating a strong sense of community.
2 Improve the sustainability of the farm--Enhance profits and reduce environmental risks
Agriculture is important to the quality of life we enjoy in New Jersey. Productive farmland helps keep property taxes down, benefits the environment, adds to a community’s character, and ensures that we continue to have access to an abundant supply of locally grown produce. Each summer, we purchase ≈$15,000 of produce during the farmstand season and an additional $500 of locally grown produce each year to use during training and in-class instruction. When farmers deliver produce, they work directly with youth and adult employees to teach about produce quality, pricing, and farming practices. This experience enriches youth and adult knowledge of and appreciation for agriculture. Youth share this information with customers and even the media, further increasing awareness of agriculture, food and farming.
3 - Improving opportunity and strengthening the social fabric
The farmstands offer the opportunity to increase food security in at-risk communities. They offer convenient access to fresh fruits and vegetables in communities where such access is limited. Research documents that such access improves diet quality, which can reduce chronic disease risk. Seeds to Success also supports the FMNP, which supplements the diets of those who are most at risk for health problems due to undernutrition.
The farmstands build a sense of community. Customer surveys indicate that 54% of those patrons whose purchases were made with FMNP vouchers chose the youth farmstand because of convenience; 49% indicate that they liked supporting the community; and 64% redeemed vouchers exclusively at Seeds to Success youth farmstands. Survey respondents tell us that the farmstands sell the tastiest and freshest produce available at competitive prices and “do something good” for the community – particularly senior citizens and youth. Finally, Seeds to Success builds a skilled workforce by teaching at-risk youth the skills, services, and qualities employers desire. Local retail businesses look to Seeds to Success as a feeder program that they rely on to access skilled, trained employees.
Accomplishments/Milestones
April 2006 – June 2006: Developed farmstand customer and community surveys; received Rutgers University IRB approval on surveys.
July – September 2006: Administered farmstand customer surveys at Glassboro, Woodbury, and Paulsboro farmstands.
October 2006 - December 2006: Analyzed farmstand customer survey results.
Future plan of work
January 2007 - April 2007: Administer community surveys to audiences in Glassboro, Woodbury and Paulsboro. Target groups: seniors, WIC clients and middle-income families.
April 2007 - May 2007: Develop social marketing campaign materials (public service announcements, posters, flyers, signs, banners, fact sheets, recipe cards, coupons, press releases, web site, displays) based on survey.
May 2007 - August 2007: Run campaign; administer customer surveys; track quantitative data on farmstand sales, food stamp usage and FMNP voucher rates.
September 2007: Conduct follow-up focus groups with target audiences.
October 2007 – December 2007: Evaluate social marketing campaign, based on follow-up focus group data, customer surveys and quantitative data.
January 2008 – Disseminate social marketing campaign kit to other youth farmstand projects. Make the campaign and Seeds to Success project model available to other states, as well.