Granby Sampler

View the project final report

• 2010 annual report
• 2011 annual report

Commodities

• Agronomic: potatoes
• Fruits: melons, apples, peaches, pears
• Vegetables: beans, beets, broccoli, cabbages, eggplant, garlic, leeks, onions, peas (culinary), peppers, sweet corn, tomatoes, brussel sprouts
• Additional Plants: herbs
• Animals: bees, bovine, poultry, goats
• Animal Products: dairy

Practices

• Farm Business Management: community-supported agriculture, marketing management, agritourism
• Sustainable Communities: community planning, local and regional food systems

Area consumers desire more locally-produced farm-based products and easier access to these items. At the same time, many of the area’s small farms have difficulty developing markets for their specialty products. The challenge is to close the gap between area consumers and producers with marketing and distribution methods that are convenient and time effective for both parties. The disconnect between area farmers and consumers negatively impacts farmers, consumers, and the community at large. Producers miss potential opportunities to increase revenue, which strains the economic viability of the farm and puts the land at greater risk for development. Granby residents understand the link between viable farms and a vibrant community; what the community needs is marketing and distribution channels that will strengthen the local farm economy. The Granby Sampler will provide consumers with a bi-monthly assortment of the food and farm products that are produced within the community. Farmers will benefit through increased sales and revenue. Consumers will receive locally produced food and goods of value equal to the subscription cost. The institutional change sought by this project is to increase demand for local foods through development of a new marketing channel, which should result in additional products by existing farms and possibly new farm opportunities. The project will help build a strong, local food economy. Granby Sampler is unique in that it invites all farms in the community to participate and will offer a spectrum of farm produced goods beyond fruit and vegetables, focuses on a very local food system and the benefits accrue to many farm owners and the entire community.

Our metrics program is tied to our objectives which include 1) increasing farm revenue, 2) maximizing use of current farm production, 3) better connection between farmers and consumers, 4) introduction of new farm products and new farmers to the Granby community and 5) improving the quality of life for farmers and the community through sustainable agriculture.

To determine our success in meeting our objectives, we will collect the following data:
- New products offered by farmers (objectives 1, 4, 5)
- Farms joining the program after year 1 (objectives 4, 5)
- Revenue generated by the Granby Sampler (objective 1)
- Sales volume of key test products (10 selected from large established farms, 10 selected from emerging smaller farms) (objective 2)
- Time spent marketing, selling and delivering products by farmers (objectives 1, 5)
- Production levels of key test products (objective 2)
- Percent of food budget subscribers spent at local farms (objective 3)
- On-site shopping at participating farms (objectives 3, 5)
- Satisfaction of farmers and consumers (objectives 3, 5)

We will use the methods to gather the data:
- Details from Granby Sampler distribution records of sales per farm, revenue per farm
- Question specific interviews with farmers and consumers at both the beginning and end of the program
- Survey

We will analyze the data for the following benchmarks:
- Number of new products offered (objectives 1, 4, 5)
- Number of farms joining the program for following year (differentiate between existing farms joining and people starting new farming activities) (objectives 4, 5)
- Revenue brought in to farms through the Granby Sampler (objective 1)
- Changes in sales and production of key test products (objective 2)
- Changes to percent of food budget spent at local farms (objectives 3, 5)
- Changes in overall farm revenue attributed to Granby Sampler (objective 1)
- Overall satisfaction of the program defined by repeat consumers and farmers and new participating consumers and farmers (objectives 3, 5)