Project Overview
Commodities
- Animal Products: eggs, honey, meat
Practices
- Animal Production: grazing - multispecies, grazing - rotational, pasture fertility
- Education and Training: display
- Farm Business Management: e-commerce, farmers' markets/farm stands, marketing management, value added
Summary:
We tested several ways to build a customer base for a multi-farm, collaborative marketplace in our peri-urban setting, including direct mailers, flyers, roadside signage, and different displays. The grant let us test out which marketing methods were worthwhile, and what growth in our customer base was possible. We have seen an increase in customer trust (measured by repeat customers); number of farms collaborating and increased sales for those farms; and increased sales (and therefore jobs) overall (details, including financials, below).
Our project focused on helping our community discover the benefits of supporting regenerative farmers through education and a dedicated marketplace. Many people weren’t fully aware of the advantages of regenerative farming, such as healthier soil, reduced carbon emissions, more diverse wildlife, and better-tasting food.
Even for those who knew the benefits, finding regenerative products was challenging. Farmer’s markets had limited availability, operating only part of the year, and it was hard to verify whether supermarket products came from regenerative sources. Without a centralized marketplace, consumers struggle to support regenerative agriculture confidently, leading to skepticism about food sourcing and sustainability.
Our goal was to make regenerative products easily accessible year-round and educate the community on why supporting regenerative practices mattered. By showing how these products benefit both people and the planet, we are empowering the community to make informed choices that positively impact everyone.
Project objectives:
Our primary goal is to educate and empower our local community about the benefits of regenerative farming while making regenerative food conveniently available year-round. We aim to provide our community with opportunities to reconnect with the land, animals, and their food through both education and the creation of a collaborative marketplace.
Teaching Methods and Materials:
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Direct Mail Educational Campaign: We will launch a direct mail campaign featuring newsletters and brochures that outline the benefits of regenerative farming, and encouraging them to purchase from our marketplace. By reaching residents directly, we aim to ensure that everyone has access to valuable information about sustainable practices.
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Community Engagement at the Farm: To deepen community involvement, we introduced a self-service farm stand where visitors can interact with our chickens and learn about regenerative farming through informational posters and brochures. This farm stand serves as a welcoming space for people to engage with our farming practices firsthand.
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High-Traffic Location Advantage: Our farm’s location on a busy road has allowed us to draw attention to regenerative agriculture. We've strategically placed signs along the property to raise awareness and encourage passersby to stop by the farm stand, creating further opportunities for education and community connection.
Sustainable Agriculture Practices:
- Regenerative Techniques: Through our YouTube channel and conversations with farm-stand visitors, we actively promote and demonstrate regenerative practices as we transform our conventionally farmed land into a showcase regenerative farm.
- Local Food Systems: By establishing our collaborative marketplace, we emphasize supporting local farmers, which helps reduce food miles, lower carbon emissions, and bolster the local economy. All products featured come from regenerative farms.
- Reducing Food Waste: Investments in infrastructure like refrigerators and display shelves help preserve the freshness of products and minimize waste, aligning with sustainable agriculture's goal of reducing resource use.
Project Objectives:
- Community Education: Educate at least 4,500 community members through direct mail, on-site visits, and marketplace materials, ensuring they understand the benefits of sustainable and regenerative agriculture.
- Increased Awareness: Ensure community members gain greater knowledge and appreciation of sustainable practices, measured through post-initiative surveys.
- Access to Regenerative Products: Provide year-round access to regenerative products for the southwest suburbs on Chicago.
- Sustainable Purchasing: Encourage at least 60% of marketplace visitors to regularly buy regeneratively sourced products, tracked through sales and surveys.
Through these strategies, we aim to empower our community with knowledge, access, and the motivation to support regenerative farming, fostering a stronger connection to the land and their food.