Creating a value chain system for local and regional farm products

Creating a value chain system for local and regional farm products

Summary

This planning project will address the lack of sufficient lucrative market opportunities for small scale, family-owned farms. A “Value Chain” concept will be used to organize a network of committed individuals and organizations in the Carolinas (Local Food Task Force) who will investigate and implement many different approaches to exploit existing market opportunities and to create new markets. The focus of this project will be on season-extension commodities, specifically organically-grown broccoli, greens and lettuces. The Task Force will develop a 3-year research and education plan to establish a local food market database, create linkages between farmers and the community, conduct model marketing programs, and to increase consumer interest in and demand for locally grown products. The planning project will culminate in a full proposal to be submitted to Southern SARE Research & Education Program.

Objectives/Performance Targets

Specific Objectives are:
1)Organize a network or infrastructure of committed individuals and organizations in the Carolinas (Local Food Task Force) who can investigate and implement many different approaches to exploit existing market opportunities and to create new markets for small, family-owned farming operations
2)Develop a research and education plan for a three year pilot project to expand and develop new markets for cool season vegetables. The plan will include the following: a) procedures to fill gaps in research and education related to production and marketing, b) provisions to establish linkages between farmers and the community including development of a local food market database accessible to farmers and consumers, c) procedures to conduct model marketing programs, and d) plans to increase consumer interest in and demand for locally grown products.
3)Develop a full proposal to implement the Project to the Southern SARE Research and Education Program to support the project.

Accomplishments/Milestones

A meeting of the project collaborators was held in July 2003 in Rock Hill, SC. The purpose of the meeting was to review project objectives and goals, identify individuals and organizations that need to be involved, and to develop a project plan outline and timeline. It was decided that the commodity focus for the project be on organically-grown, season-extension vegetables including broccoli, lettuce, greens and other “in-demand” products. Other items/activities identified for development were:
1)Hiring a project coordinator/marketing advisor to oversee production, marketing and distribution
2)Development of a network database to link growers and retailers
(3)Point of origin labeling for the products
(4)Regional segmentation for production and distribution (coast, piedmont and mountains)
(5)Incentives for retailers to buy local
(6)Grower surveys on feasibility
(7)Develop “model rotations” for year-round production; scheduling is critical
(8)Variety trial research in all three regions
(9)Identify three growers in each region to participate in on-farm research who become mentors to other growers
(10)Develop regional crop production guides for model rotations
(11)Research economics of transition to organic production
(12)Identify and characterize customer base
(13)Consumer education on benefits of local and organic produce

A survey of growers was conducted in association with the Carolina Farm Stewardship Association Sustainable Agriculture Conference in November, 2003. The purpose of the survey was to collect information on farm and grower demographics, commonly used marketing strategies and ideas for improvement, and their interest in participating in the development of a more coordinated production/marketing system. Approximately 50 growers provided complete responses. Survey results indicated that the majority of farmers were not satisfied with their current marketing programs. Most of these indicated that they wanted to explore new and more profitable market opportunities but did not have the time or expertise to do so. A majority (75%) of respondents indicated that they would be interested in expanding production to include more “in-demand” crops if market opportunities were created. These growers also indicated that they would be interested in participating in a coordinated, year round, marketing program, and that they would be willing to pay a nominal check-off fee to participate. Based on survey results and strong interest indicated by local retailers (e.g., Garner’s and Earthfare markets), a decision was made to proceed with development of a grant proposal to support the project (for submission to Southern SARE). Emile DeFelice, an organic grower from Columbia, South Carolina, was hired on a contract basis to develop the grant proposal for submission in June 2004. A no-cost extension has been requested to complete development of the proposal and to collect information on the development of coordinated, regional production and marketing efforts in other states.

Impacts and Contributions/Outcomes

This planning project has resulted in the formation of a group of individuals and organizations in the Carolinas committed to the creation of new and more lucrative market opportunities for locally grown farm products. Survey results have indicated that vegetable growers in North and South Carolina have a strong interest in exploring new market opportunities, and are willing to participate in a regional effort to coordinate the production, marketing and distribution of season-extension vegetables. The final outcome will be a full proposal to the Southern SARE Research and Education Program to implement the project.

Collaborators: