Drive-thru farmers market report for 4/05/2020, New Orleans LA

 

Today my local farmers markets reopened as strictly drive-thru. No question that it was a great success in terms of the order levels (reported by vendors as I motored through) and the appreciation from shoppers. In addition, the staff looked MUCH more relaxed than they did with their once-only, timed entry, open-air market pilot that happened in mid March.

Our Baton Rouge-based Red Stick Farmers Markets are doing drive-thru markets as well, but slightly differently, as it is not entirely pre-orders. Keep an eye on the BREADA website to see what Copper Alvarez and her team come up with next.

CCFMED at entranceDrive Thru

Executive Director Kate Parker at entrance of today’s market

For some background:

The Crescent City Farmers Market in New Orleans LA is normally held in parking lots around the city 6-7 times per week year round (one or two locations have been seasonal, and one recently closed for good, but they are almost always running 6 markets or more per week.) This entity’s parent organization, Market Umbrella,  has long been known for their innovative work to increase access and provide support to regional farmers and small businesses.

The CCFM vendors are almost all only direct-to-consumer businesses with a smidgen of side-door restaurant sales, although most of the chefs around town simply come to the market and buy what they need. From my experience as Deputy Director 2001-2011 this is because most of the vendors are not able to do delivery or even invoice sales because they are so small, so understaffed, or so far away. After all, this is a commodity-driven region that has mostly resisted building support for DTC farmers. And yes, the Deep South does seem to be even worse than most areas across the US.  So even in good times, its pretty rough for these farmers and businesses to find resources or support to pivot or to do multiple types of channels.

The market organization decided that walk up markets would not work for them for the duration of this emergency, for many reasons I am sure. I believe that each organization gets to decide exactly how they will handle this moment and so I won’t let my friends complain to me about these markets not being held as they were, especially not without offering good solutions for the market to be safe and for vendors to not lose money. Of course, this aligns with my long-held market TA response about which rules a new market should adopt: I answer (probably maddeningly) “use those rules that are understandable to your team, to your vendors, and to your shoppers and stakeholders. After all, you need to defend them and explain why you have them.”  So the same thing goes for this moment too. And all of that market context around rules has to co-exist within the rules (if they exist) set by your local municipality, county, and/or state.  As I’ve discussed elsewhere, for markets our usual go-to agency is agriculture, which  in this case has been mostly unable to do much to help us, as this is not a food-borne virus.  Instead, it’s been public health or disease control making the decisions,  agencies which often have less awareness or fewer partnerships with  open-air farmers markets and so less understanding of our protocols.

So that’s number one. Do what is best for your organization and your vendors. Just be transparent with your shoppers and stakeholders exactly WHAT that decision is and HOW it was made.

Next, how to order: First, it’s important to share that this very sophisticated, well-advised, well-staffed organization attempted an preorder app a few years back and it was not a success, so they shelved it.   After they closed their walk-in market a few weeks back, they instead began by partnering on a box program with a 3rd party entity where the local items are pre-selected and can be paid for with SNAP or other cards. It costs 40.00 and is also available for delivery. I have only seen a few pics and it looked a little light to me, but that just may be how the pictures have been taken. I think many regular and new market shoppers are perfectly fine with this box, but it seems that many others were not and that many of their vendors were unwilling or unable to sell this way. I am one of those unwilling to do a preorder box and instead I reached out to those vendors I usually purchase from and made arrangements with them whenever possible. I also took advantage of some of these other choices below:

  1. A couple of market vendors began working with local chefs to sell a box directly from only one farm at their restaurant:

 

PocheFMboxesApril

Just checked their site; all sold out for now!

  1. Another version has been coffeehouses et al adding local produce to their long list of items they will pack up as a preorder. My local heroes here are Good Karma Cafe because they offer coffee, tea, their tinctures, their prepared items, and are selling the produce without asking any fees from those farmers. They need the local goods themselves for their prepared items, and they feel they benefit by adding customers who want a little local produce. And they truly believe in the quality of locally grown items. There are others around town doing something similar from what I am hearing.
  2. The local news featured a farm which usually sells only to restaurants selling boxes to walk ups outside one of those shuttered places. Not sure yet how that is working but it seems to be doing well.
  3. We had a few (and I mean a few, maybe 1 or 2)  farm aggregators selling to consumers already running successfully with farmers Kate and Grant Estrade from Laughing Buddha Nursery as the model that everyone else should learn from. (LBN is their longstanding retail nursery shop and their farm is called Local Cooling Farms.) They tell me that demand is way up, and even though a few of their usual farmers are using one of the other above methods and don’t need to sell through LBN as of now, that allowed them to pick up new farmers. And instead of doing their usual 6-7 drop offs at their hub partner sites around town each week, they are selling only at their nursery which has refrigeration and allows them to set up contactless pick up. (This couple should be doing monthly webinars for DTC farmers and maybe, sooner or later, they will have enough time to do just that. I’m a big fan as you can tell.)

Okay, so how well did the drive-thru market work?

At the beginning of this post,  I mentioned the level of vendor sales channel diversity because it matters.  I understand via a quick convo with market staff through face masks that getting this small group of vendors ready for this was a HUGE undertaking, which is no surprise to me. The vendors that agreed to participate were listed on the organization’s website with the items they would have, the cost for each, and the way to order from each individually (phone or text or email) and the manner to pay (Paypal, Venmo, manual card entry over phone, etc.)

CCFM website DriveThru

I say small group because the number of vendors today were far fewer than their usual open-air market. I understand that some told the market “I can’t sell enough to do pre-orders, so no thanks.” (And again, every vendor ALSO has the right to decide what works for their business without scorn, but I do believe when they hear how well this went for those this week, more will want to try it. I can tell you that this reticence is based on their experience with a half-dozen 3rd party hubs around town over the last decade which all started up to great acclaim and then all shuttered, often still owing them money.)

Other vendors told the market casually that they would take try it and take orders over the phone not knowing how many people would call in the first few hours! I think part of this was that news of this came to most through the local media, and only a few days before the actual market.  So that type of publicity made it much bigger than it might have been without. (I might suggest that small less-staffed or experienced markets try week one through just reaching out to their email list at first if possible. Maybe ask local writers to hold the story until after week 1 is in the books-that is if the market is confident enough in their list.)

As a result of the great publicity, and the deep attachment to this market with its 25 years of service, vendor voicemail mailboxes were immediately full. And when  vendors called folks back, I’m not sure that each figured out they needed to do it in order of earliest calls to the latest, so it may be that some of those who called earliest lost out. (I think that happened to me with one vendor. And no biggie. I’l get them next week)

Some vendors did texting which seemed to work pretty well but to work it needed to be confirmed and sent to payment immediately. I tried two that were listed as text orders and only one called back. The one who did, did it exactly right- texted me the total, told me their Venmo account and I paid immediately.

Clearly, this requires that there is one person handling orders for each vendor for the open window period.  And that is easier said than done. (I’ll do another post on vendors next week with some feedback I received. Let me just say that the few I had time to answer me were very positive on this as a short-term solution during this pandemic but clearly exhausted from the added work. One vendor told me on camera he came close to his usual Saturday market in terms of the number of sales (he had 92 preorders, and he estimated that he usually gets 120 or so transactions over 4 hours at the Saturday market)  but didn’t meet or exceed his usual Saturday because “his system wasn’t ready for this.” And he promised he will get better at it. I’d also suggest that the anecdotal data from markets across the US seems to indicate that the average sale is higher than the normal market in present circumstances. Likely because people buy more, and we are also hearing that meat vendors are doing tremendously well.)

Location

In terms of where to hold this market and when, the organization had some (I assume informal) help from City Hall. Most of their current locations were not going to work as a drive through; sadly, one of their best locations has had too many cases of Covid-19 at the assisted living place that is situated on the same property to hold this there.  City Hall employee and engineer Jennifer Ruley, who has been working on safe street programs for almost 20 years stepped up. (I wrote last month about finding partners for this moment). She and the Market Umbrella E.D. Kate Parker were well acquainted from neighborhood work that both have been doing for decades. The team chose the parking lot of the most popular and community-minded po-boy* shop in town, which has been closed for the duration and is right next to the new multi-use greenway that MU wanted to use but was not available because of other uses. Jen met with market staff and Parkway owners on Saturday to think through traffic design. See their map below.

IMG_2642.jpg

Lafitte Street is under construction as part of the Greenway, and has houses on only one side. It has 6-7 side streets that dead end into this street and two major avenues on either end.

CCFMDT_Police directing at entranceexit

Orange was entrance, green was exit.

All in all, I’d say that it worked beautifully. The main problem that I saw was that a few folks came down the side streets and poked in the line which, honestly, most of those already in line let go and didn’t get all screamy on them. (after all, why? your order was already made.) And really, most shoppers politely went to the end of the line without urging. The other traffic issue that can be easily corrected next time was that the police should have closed the street off to all other traffic. Folks were turning on to the street unaware of the market, to simply drive somewhere and often got caught up in the crawl. Additionally, the street should have been made only one way towards the market for these hours, and all shoppers directed to the far end avenue (Broad) to turn on to Lafitte. Again, all easily fixed for next time.

Yet this location seems like it is going to top out around 16-18 vendors and so the question becomes does CCFM add another location while keeping this one for the duration for that number of vendors, or just go find one big spot for all of their drive thru markets and vendors?  Seems like some of the vendors feel like 2 locations a week may max their ability to take orders and to take those, but they may feel differently as time goes on. If they add a second location what would the criteria be? (My guess is easy access from main streets and from many parts of town, large parking lot with a fence or barricade around it to maintain safety and keep pedestrians out, in or near zip codes where there is density of drivers/shoppers, a well known location, vendor restroom access, and a partner/host to help.)

Once in line, one CCFM staffer came down, said a cheerful hello and explained how it would work, and asked shoppers to get their trunks open before entering. Another staffer wrote the shoppers name on a piece of paper that was then stuck on the outside of the window so vendors could see the names and get their orders up.

 

You drove in, made the circle with vendors checking your name and putting your orders in the truck. The last would close it for you.

I understand they figured out how to do some SNAP sales, but as I didn’t bother them any longer than I had to so I’ll have to get more info later. (One way this may work is for those shoppers to have their pre-orders total written out, separated by  vendor and swipe their card for the total as they arrive and attach the paid receipt on the window for each vendor to see it was paid. Or have them place the orders as everyone else does, and the vendors to pack those and hand them to the market org before the bell rings to process on the machine in another line.)

CCFMexitStaff takepaperoff windshield.JPG

CCFM tent at entrance/exit which (maybe) could still process SNAP?

a few issues:

There were too many vendors without PPE at all, no gloves or masks. All CCFM staff were equipped and had their market t-shirt on to make clear who they were, led by their E.D. who again, was out there at the entrance checking on everything. (I appreciate that she seems to give herself the toughest public relation job in these instances.) I am SURE that CCFM strongly suggested that vendors equip themselves but clearly too many had not paid much attention or could not find any.  (One idea that I will float via my own social media  is for fervent CCFM shoppers to purchase cloth masks made by locals for their favorite vendors, and maybe get them a pair or cleaning gloves to wear if nothing else.  Since no money is changing hands, there is little need for dexterity.  I am sure that many of your shoppers would be happy to help get masks made and could possibly get gloves and sanitizer for your vendors too. Update: within 15 minutes of me posting it, local people are getting masks made for these vendors! )

Big purchasers versus small. Some cars were stopping at every vendor and some only were picking up one or two items. No one seemed impatient so maybe this is not an issue at all! (It may work to stagger those by the number of vendor pickups one has, so that those with fewer transactions come later. Still to do that would require a LOT more work for the organization and it simply may not matter when vendors get better at this.)

How to check orders. Vendors were madly looking through page after page of orders, which didn’t seem to be in alphabetical order. (It might be helpful for the market organization to offer a simple spreadsheet that they can use for their orders and/or then print them out for everyone in order.It might also help for the organization to also have shoppers – when they arrive – list the market location number of each vendors who they had an order with, so if vendor #4 isn’t marked, vendor #4 doesn’t need to look through their list.)

Impact on the neighborhood. This needs to part of the measurement for any market: the positive and the negative impact on that area. Too often, markets only measure economic impact- which should always be measured – but also should also view the effect of noise, cars, trash, and other impacts on that area. These neighbors, without warning, had a line of cars belching exhaust into their houses for a few hours at a time when the weather is so beautiful that every window is probably open. It may help to stagger shoppers by time, to add another market day in another area, or to simply ask folks to turn their car off and let the police move clusters of cars at a time. I’ll find out more about how many cars came through but it sounded like the line was down to only a block long after an hour or so.

CCFM line in first hourDrive Thru

Costs. The design did require more staff than a regular market day and clearly a lot more planning was required. It did require police which I would assume will have to be reimbursed.  And the fees per vendor are assessed at a flat rate in this organization;  as the numbers of vendors were clearly lower than they would normally be during this extremely busy market season**, they will have less income there. I will say that the partnership with Parkway Bakery was inspired because they also came and helped, AND gave each car a free bag with a roast beef po-boy, local chips and water. And they have a very well-tended lot.

ParkwayGift

local chips, roast beef po-boy, branded memo pad, paper hat,  and a water bottle.

 

All in all, I hope these vendors and this staff sleep well tonight, knowing they have pulled off an extremely delicate and complicated market day. And that we deeply thank them.

I’ll let a shopper give the last word with what he told me after he picked up his items:

“It is a blessing, no matter how long it takes.”

AngelinaCCFM

Director of Markets Angelina Harrison watching it all.

 

 

**We’re in the middle of berry, lettuce, and just beginning tomato season and the weather is great in March and April here, usually low humidity and little rain which is holding true this year.

 

 

It’s a Make, Break, or Take set of moments. Get ready.

Dear Colleagues,

I am thinking of each of you,  your teams, and communities as you make decisions and adapt your Direct-To-Consumer (DTC) channels. If I can help, I hope you know you can contact me and also access our FMC resources,  and any updates.

Once we get get to the healing side of this pandemic, there are many things that markets may have to operationalize into best practices. Some of those we have noted already:

changing markets designation from special events to essential food and social space services.

writing rules for vendor food handling during outbreaks

having emergency layouts for smaller-than-usual markets

plans for fast pick up for items that don’t penalize the vendor with massive added fees or convert markets into something it cannot return from

communication plans for media

communication plans for vendors

          partnerships for emergency situations

and of course much more to come. And as always, those ideas and solutions will come from you and your community leaders, and mostly not from an academic or government partner or from other “experts.” At FMC, our team continues to scour the internet, participate on our listservs, answer emails, and be ready to pick up the phone to learn what is going on.


 

 

This moment is reminiscent of the disasters that we worked through here in New Orleans while I was Deputy Director of Market Umbrella, and is also reminiscent of so many of our peers work on their own emergency situations. It is similar, and yet it has new wrinkles that most of us have not had to address.

That is something that I dread will be the new normal: cycles of disasters that remind us of previous examples and that we can draw from, but that bring brand-new challenges that we need to quickly assess and master too.

And as important as it is as to bravely and clearly react to the moment, how we protect our fragile community from profiteers and bureaucrats and how we prepare to share any learning for the next one is equally as important.

Make moment examples

Of course, José Andrés World Central Kitchen team is already out there. Not only is WCK  immediately ready to deploy healthy food and community at the first moment necessary, the entity illustrates Jane Jacobs’ “eyes on the street” model that is as crucial during emergencies as in everyday life. Because they are there and attract media attention, they are able to call out the policy changes that have to be made, especially challenging those that push aside local knowledge or responses.  Our DTC channel organizations can clearly learn from that approach in getting media attention during these events.

“In emergencies, locals know best how to take care of their own,” Andrés said as he decried the tendency of government personnel to tell locals “how you should run your lives” when they enter disaster zones. “We need to achieve a better moment where those organizations come in to help people in America or around the world, listen to the locals more and bring them into the solution.”

Beyond the famous chefs, there are so many of these types of interveners that come to us during these moments. In New Orleans we had tens of thousands of respondents over the decade of recovery: everyone from the Rainbow Family setting up a wonderful emergency camp and doing soil mitigation right after the levee breaks to massive numbers of faith-based volunteers that came for years every summer to build houses. Be ready to spot those for this emergency: it may be someone with a better temporary space for your pop up market, a policymaker willing to suspend rules that limit the exchange of healthy foods,  a school bus driver to deliver food,  a fellow NGO leader with an idea for getting healthy food to more communities, or a farmer able to deliver to a multiplicity of neighborhoods or towns.

Also crucial to remind ourselves is that any make moment uses the assets and goodwill of the local community to respond, but also accounts for the length of the disaster. Some  of these last days, some weeks, some months or years. COVID19’s length is still undetermined, which is deeply frightening  especially as this timeline relies on a the response level of a weak medical system and a lack of a concerted response from our national government.

What those of us who have been through an emergency know is that it is vital to recognize the different phases as stages, each of which may require different responses and partners. The GoFish YouTube videos we did at MU with support from Kellogg Foundation helped us capture some of what our markets and small businesses came up with as responses and allowed us to record them across the length of that response – and not least, get those businesses money for those innovations over the long official response to Katrina.

Break moment examples

Cities closing down open-air food markets because they are viewed as events rather than as essential services are the main break moment we have to prepare to meet in this moment. In the weeks after Katrina, I was called into New Orleans City Hall (which was still set up in an eerie, blackout curtain-covered, borrowed hotel space) to defend the idea of selling food from what had been flood-covered land. What was interesting about this question from City Hall was they were unaware that most of our vendors came from the surrounding parishes outside of the levee breaks that had inundated New Orleans with water.  Only three vendors were growing food in the city, and all had already sent in soil tests to LSU. So, by sharing that information and plan, we were able to move quickly past that question. And since we operated in parking lots, building renovation – which slowed other retailers down for months or for years – was not an issue that we had to deal with. The open-air and transient nature of our design absolutely helped us, taking what would have  been a break moment into a make moment for our small market organization in the months and years after 2005. We never forgot that lesson for our emergency-prone area.


And we also learned that adaptation is the key.  As described again by Andrés:

“If we plan too much, chances are that things are gonna be completely wrong. And once you have a plan, and everybody agrees on the plan, if the plan goes out of line, people freeze,” Andrés admitted. “Adapting always in these scenarios is gonna be more important than planning.”

So don’t let the urge to make each moment the exact right response break you.

In other words, do what market organizations do best:  pilot something, learn from it quickly, adapt from its lessons and regroup. 

Take moment examples

There are also what we’d down here call “carpetbaggers” in every disaster situation. Already the NYT had a story of someone hoarding tens of thousands of hand sanitizers hoping to profit from this pandemic. Luckily, online stores shut him down, although he made plenty before it happened, and there will be others who will not caught or penalized.

I have already been contacted by many online stores and developers about aiding DTC channels. Now some of them are absolutely dedicated to helping and not hurting and offering their expertise- but some are not. The wrong ones can break our small businesses with hidden fees and bad design. Good, indifferent, or bad, don’t let them take our value proposition or our message for theirs. They are still two different business models and even if we borrow from each other, we have to remind our shoppers that we will return to our model because our DTC farmers and vendors are still not able to benefit from most of those models. Use your peers to ask about these opportunities, and ask them a lot of questions too. Yes, take advantage of the right opportunity, but don’t make a good idea into a bad situation by not being careful.


Another important point is to be ready and open enough to take the gifts that will come your or your community’s way.  Whether it is a a friend offering to make dinner for you, a market shopper willing to help with social media,  asking a peer to get on a webinar on your market’s behalf, or stopping for a moment for a walk or to close your eyes even on a busy busy day, take it. Being givers, market leaders and vendors are loathe to take their share, but for this moment, it is vital that you do. 

I just dropped some juice off to local culture bearers and small business owners who have been feeding me this week with their art and with healthy food. That was my gift to them; the fruit I used was a gift to me from neighbors and friends.

the bit I left at my pals door, photographer Cheryl and musician Mark.

And I was able to harvest so much this last week due to a gift of time and help by my Vermont food system pal Jean Hamilton who was in town for the National Good Food Network meeting.

Jean up in that tree!

I’ll add more examples here as they come to me through the extraordinary, creative community of food and civic activists that make up my world. I know we will grow stronger through this trial, and hopefully rebound by reminding even more people and community leaders why local farmers and businesses and their markets, farm stands, and CSAs are vital to a resilient, healthy place.

 

 

 

 

 

 

 

 

Monica White receives two awards for her research on Agricultural Resistance and the Black Freedom Movement

January 16, 2020

Nelson Institute professor of Environmental Justice, Monica White has been awarded both the 2019 Eduardo Bonilla-Silva Outstanding Book Award and the University of Wisconsin-Madison Race, Ethnicity, and Indigeneity (REI) Fellowship for her research relating to Agricultural Resistance and the Black Freedom Movement.

White received the 2019 Eduardo Bonilla-Silva Outstanding Book Award for her book, Freedom Farmers: Agricultural Resistance and the Black Freedom Movement, which was published by the University of North Carolina Press in 2018. The award is presented by the Division of Race and Ethnic Minorities Section of the Society for the Study of Social Problems, which includes a committee of academics and professionals. In selecting White for this award, the 2019 committee said, “[White] deftly blends the past and present through her methodological techniques of archive work, semi structured interviews, informal meetings, and more to provide a strong picture of how the resistance of black farmers in the past is being channeled in the present in contemporary black agriculture and food justice and sovereignty movements in places like Detroit, Chicago, Milwaukee, New Orleans, and New York City.”

As a part of the award, White also received a monetary donation, which she gifted to the Mississippi Association of Cooperatives. This organization, which “provides assistance and advocates for the needs of its members in the areas of cooperative development and networking, sustainable production, marketing and community food security,” provided White with editorial support and feedback.

“I’m very grateful to have been selected for this award,” said White.

In addition to the 2019 Eduardo Bonilla-Silva Outstanding Book Award, White has also been selected for the Institute for Research in the Humanities University of Wisconsin-Madison Race, Ethnicity, and Indigeneity (REI) Fellowship. This award allows tenure or tenure-track faculty to be released from teaching and service duties for up to two semesters so that they can focus full-time on their research. In this case, White will be working on her next book which will focus on the individuals who stayed in the south and did not participate in the Great Migration.

“There is a lot of material on the Great Migration from the south to the north but nothing concentrates on those Black families who stayed,” said White. “I want to concentrate on the cost of the migration in terms of fractured families, and for those who stayed, how they held onto institutions, land, and how they created survival strategies. Millions stayed and those stories have been overlooked, so I’m beside myself with excitement to have the opportunity to dive into my new book.”

As a part of the fellowship, White will participate in weekly meetings with other fellows where they will present their work and share their ideas.

“This is one of the many gifts I’ve had working here at UW-Madison,” said White. “My work is better because of the collaborative intelligence and the way colleagues freely give and share here. I feel fortunate to have a chance to collaborate with other fellows.”

The Farmer

From Dr. John Ikerd, Professor Emeritus of Agricultural Economics, University of Missouri, Columbia on the passing of his brother, a farmer. So beautiful.

The Farmer

My brother Don, the farmer, died last Sunday morning—in his home on the family farm. He was born on the farm, lived his whole life on the farm, and died on the farm—the same farm. I have just returned from attending his memorial services. This meant a trip to some of the places where I grew up in southwest Missouri. His burial was in the cemetery at Eureka Church, a small country church that my family attended while I was growing up. I completed grade school in the two-room schoolhouse that once stood near the cemetery. There were five kids in our family, three boys and two girls. Our older sister died in her early 30s. Don was in his early 20s when he took over the home farm after the death of my Dad. The rest of us all had other things we wanted to do with our lives. Don never wanted to do anything other than be a family farmer. He succeeded, both as a dedicated family man and as a farmer.

I was always proud of Don. He was actually able to do the things I wrote and talked about as the challenges and opportunities for small family farmers. I knew it was possible to have a good life on a small farm because he was doing it. I knew him and I knew the farm—personally. The farm was about 200 acres in total. Only about half of that was cropland, which he eventually transitioned into pasture for rotational grazing. The rest was timbered hill sides. It had been a dairy farm since the 1950s. He had once tried to feed and milk something close to 100 cows, but eventually concluded he could do better milking less than 50 on grass. Don knew that cows were simply a means of turning sunshine and grass into a marketable commodity. He also knew that family farming is more than a way to make a living; it’s a way to make a life. He lived and died on the farm that he loved with the people he loved. Who could ask for more from life?

I won’t attempt to tell any more of Don’s story. His wife, Sue, wrote a poem about him that does much better that I could hope to do.

The Farmer

He has been a farmer all of his life,
Long before he took a wife,
He knew he was meant to work the soil.
His days on this earth would be spent in toil,
Planting the crops and clearing the land.
This was all part of the Master’s Plan.
As in his father’s and grandfather’s days,
For generations this had been the ways.
In which they would work the land and the sod,
Drawing nearer to nature and communing with God.
To each of his neighbors he lent a hand
They worked together to farm the land,
In autumn when the harvest came,
Each one in turn did the same.
All through the week they labored each day,
But on the Sabbath they gathered to pray.
To thank Him for His blessings and love,
What they gathered on earth had come from above..
When his children were born he watched them grow.
He taught them the lessons so they would know,
And learn the ways of country and farm,
Of love, truth, respect and to do no harm
To creature on land or those in the air,
And to be good stewards of the land in their care,
He watched them ride horses and float down the stream,
But he knew that their future could not be his dream.
This farmer he realizes that he has wealth beyond measure,
Because here on this farm he has found all his treasure,
With his family around him, for wealth there’s no need.
With all of His blessings he’s a rich man indeed.
His breed is a rare one, it’s becoming extinct,
With this world’s busy lifestyle, there’s no time to think.
Life’s becoming too hectic and people miss out,
On all of the beauty that lies roundabout,
This farmer can see it as he goes through his days,
From bird’s nests to sunsets, each free for the gaze.
The path that he’s taken is different than most.
He’s content in his heart and has no need to boast.
His drumbeat is different but he follows its sounds,
With his dog by his side he walks over this ground,
Of the land that he loves, he will do it no harm,
The place of his birth, the old family farm.

Sue Ikerd

Eat with the fullest pleasure this Thanksgiving

People who know the garden in which their vegetables have grown and know the garden is healthy will remember the beauty of the growing plants, perhaps in the dewy first light of morning when gardens are at their best. Such a memory involves itself with the food and is one of the pleasures of eating….The thought of the good pasture and of the calf contentedly grazing flavors the steak….A significant part of the pleasure of eating is in one’s accurate consciousness of the lives and the world from which food comes.

Eating with the fullest pleasure – pleasure, that is, that does not depend on ignorance – is perhaps the profoundest enactment of our connection with the world. In this pleasure we celebrate our dependence and our gratitude, for we are living from mystery, from creatures we did not make and powers we cannot comprehend.

-Wendell Berry

Moving forward with markets

For the better part of the last 20 years, I have devoted my energy to the field of farmers markets, designing and running them, writing and analyzing them with the goal to expand all of its hyperlocal community energy into something that resembles a community of practice that can reduce burnout, increase support, and embed best practices and resources for its organizers. That in turn will help assist meet its true focus: build support for the farmers and small businesses that make up these markets, who are gambling their skills and talents, their bodies, and their futures to ensure their place is still there. If we succeed, we will offer our communities a true alternative to the backwards and crippled dominant systems that are killing this earth and life on it.

So no biggie; it’s just…well, everything.

The first ten years I did this work as Market Umbrella’s Deputy Director and its Marketshare Director. Beginning in 2011, I became a consultant at Helping Public Markets Grow, and then since 2015, a part-time staff person at the only national organization devoted entirely to supporting farmers market operators and networks, Farmers Market Coalition.

I am pleased to announce that I am beginning a new iteration of this work as Farmers Market Coalition’s Training and Technical Assistance Director. This will allow our team to dive much more deeply into the underlying issues that stymie direct-to-consumer channels and also add more components and layers of support for operators within FMC and among market partners. Those partners are increasingly realizing that markets are truly a place for innovation, for incubation of new ideas, and remain the most visible and democratic center of dynamic local and regional food systems. What they may still miss is how much work it takes to make it all add up to system change.

To make all of that balance for everyone’s needs while properly stewarding the resources given to me and use them all in the right order, is the puzzle I am trying to figure out; if you have ideas, feel free to drop me a line.

In this blog, I’ll keep focusing on the big topics and try to use this to continue to inspire but also keep my eye on the local community that I actually live in, where I am constantly inspired by the next generations putting it all out there, even as I am worrying that all of our work will come to naught. Sound familiar?

To keep you entertained, may I send you to my farmers market book group? It has been dormant for some time, but needs to be revived.