case studies/research

Building a matrix for measurement

I’m off to Charlottesville this a.m. to join in on the Morven Summer Institute at University of Virginia’s Farmers Market Evaluation course. Stacy Miller of FMC, Richard McCarthy of marketumbrella.org and Bernie Prince of Fresh Farm Markets and Board President of FMC will be joining me as lecturers this week. I, of course, will be talking about the Indicator Matrix and what to be aware of as far as market capacity to do measurement. The link below will take you to the story I wrote about this measurement approach last month.
I encourage any food system that is working on evaluation to take a look and to contact me if you have ideas or questions about the Indicator Matrix.

http://farmersmarketcoalition.org/building-a-matrix-for-market-measurement-an-update-on-fmcs-indicator-project

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No one likes to be ignored, ever.

We can use reports like this to know how to set expectations for our own markets and their warm brand of social cohesion. In addition, it’s another way for markets to use to explain their added worth to the community.

We Feel Hurt Even When Strangers Ignore Us, Study Shows

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The obesity problem as a mathematical question

“The (obesity) epidemic was caused by the overproduction of food in the United States.”

http://www.nytimes.com/2012/05/15/science/a-mathematical-challenge-to-obesity.html?_r=2

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Toronto trip #1

I just returned from giving the keynote at the Greenbelt Farmers Market Network Market Manager Day in Toronto Canada. I know, how lucky does one person get…

Spending four days with my peers to the north taught me a great many things and confirmed some others. I will post a few different stories and highlights about the trip this week, but let me start today with some generalities:
1. The deep awareness of the importance of civil society in Canada serves the market and food system well. Those working on these issues know that in order for change to be calibrated correctly, it is important for citizens to constantly act as “civic agents.” They are not afraid to be oppositional when needed (when dealing with government especially) but also understand that they need to “assist each department in achieving their particular mandate” as eloquently stated by Barbara Emanuel, Manager of the Food Strategy at Toronto Public Health. (That civic agent term was defined again for me in an article I read on the way home in the latest Democracy: A Journal of Ideas in a series called Reclaiming Citizenship which I heartily recommend as well.)
2. Every food organizer I met on that trip understood that the farmer/producer needs to remain as the central partner in all projects. In other words, I didn’t come across lip service to the needs of the farmer. That lip service is usually found in code words or phrases such as “scaling up” or “elitist farmers markets” in food system conversations that I find myself in across North America and in other Western countries. Those code words tell you that the sayers are content to ignore the facts of the relative age and sophistication of our work and the intractable nature of the industrial food system so far.
I instead heard complex, thoughtful responses to the needs of farmers while balancing health equity needs for shoppers. I wish I found that more often in my travels.
3. A set of organizers who recognize that they all must remain at the same table. More specifically, that they all sit at the table but may not have the same menu of choices in front of them. Debbie Fields, the extraordinary Executive Director of FoodShare Toronto said as much to me about her colleague Anne Freeman (my host, the organizer of the Greenbelt Farmers Market Network and founder of the Dufferin Grove Farmers Market) “Anne and I understand that we have the same goal but have to use different avenues to get there.”
4. Internal evaluation is becoming known and necessary. I can’t wait to tell you more about the dynamic presentation (and later meeting of the mind) I experienced through Helene St. Jacques, a Food Share board member and marketing research professional showing results of the research done on behalf of the markets. . And, I look forward to doing some of that US/Canada evaluation sharing with Helene as well.

So much to tell you….

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Know Your Farmer, Know Your Food webinar

Thursday, I attended the USDA & Regional Food Systems: Navigating the Know Your Farmer, Know Your Food Initiative – an NGFN webinar held by Winrock International. Nice overview of the new site that highlights the programs and case studies that have been supported by USDA in the last few years that benefit regional food. The Compass pdf is excellent and connects programs, farmers and funding so that people can see the entire scope. Do realize this is what has been funded through the USDA and not a list of all food projects in the US. Take a look at the webinar at a later date, it will remain available and do remember to download and share the pdf:
PDF
I think the enthusiasm over the site and the use of social media is fantastic, but I do hope that we can keep some paper and pen activists involved as well. So many of our networks do not have easy access to the internet or social networking-I asked how they might involve those without broadband and Wendy answered that they are working with the land grant universities and the extension service in every region and also working with partners that can spread the word. So please, visionary food system folks, set up a computer at the market or in your office and show your farmers, fellow organizers and stakeholders the site and make sure your stories are told on this excellent new site.

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How Mardi Gras Boosts New Orleans’ Economy

Economic measurement is the first ruler we need to apply to the world of food systems, and specifically to our farmers markets. In many ways, Mardi Gras has a lot of similarities to the alternative food system- it’s informal, held mostly within the public space and all about entrepreneurs. This report shows how spring Carnival season adds value to the GNO region. This type of evaluation wis possible for markets to have for their own by using marketumbrella.org’s SEED tool which shows the impact a farmers market has on its own region.

How Mardi Gras Boosts New Orleans' Economy.

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Hershey-more than chocolate

As I have mentioned here before, the folks at marketumbrella.org began looking at market typology when they began designing their pilot tools NEED and FEED. Since going on my own, I have continued that research and share it back with them. I hope to do a paper on the subject on typology this year.
This story points to a “campus market” The campus market has characteristics such that resemble the food security market, in that supply (or competition) may be limited, shoppers are meant to be drawn from a smaller radius and intervention in health outcomes is more pronounced.

Organizers asked hospital staff to educate their patients about the opportunities to purchase local fresh foods and participate in free wellness programs offered at the market.
“The key differentiating point for a farmers market located on a medical center campus is the proximity of experts in areas such as medicine, public health, nutrition, kinesiology and psychology, which enables the market to serve as a credible community venue for powerful public health promotion,” George said.

Hershey

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Mobile Market Greenpaper

This is a Greenpaper that I wrote while I was with marketumbrella.org (with help from Leslee Goodman, technical writer and editor) on the phenomena of mobile markets. I have had loads of requests for it recently, so am posting it here. It is available on marketumbrella.org’s marketshare page, which remains an excellent site for markets to find resources, as does the FMC Resource Library. The mobile market idea is interesting, but I believe that it is a short term fix that benefits the industrial system of food, rather than extending the reach of the alternative system we are creating. Because, without adding dignity and sharing wealth, nothing will change.

PDF

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FMC to Partner with University of Virginia on Interdisciplinary Course on Researching Farmers Markets

FMC story

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KSU Research and Extension 2012 plan

Kansas State University Research and Extension

Fascinating to see the body of work that Kansas Extension has for 2012. Targets like food security, childhood obesity, climate change. An ambitious and inclusive plan that other states should emulate.

  The planning process for KState Research and Extension continues to be ongoing.
Within our seven planned programs, the plan currently includes seven strategic opportunities.
Those opportunities are as follows: Sustain Profitable Agricultural Production Systems;
Prepare People in Kansas to Thrive in a Global Society and All Aspects of Life; Ensure an
Abundant and Safe Food Supply for All; Enhance Effective Decision-making Regarding
Environmental Stewardship; Identify Pathways for Efficient and Sustainable Energy Use, Assist
Communities in Becoming Sustainable and Resilient to the Uncertainties of Economics,
Weather, Health, and Security; and Create Opportunities and Support People in Kansas to
Improve Their Physical, Mental, and Emotional Health and Well-Being. 
K-State Research & Extension files a combined research and extension plan of work with the United States Department of Agriculture. The new 2012-2016 plan lists the seven planned programs that will utilize the work of 422 extension and 266 research employees. Within each planned program, there are specific knowledge areas that define the work, states the number of research and extension personnel for that planned program and lists the percentages of time given by research and extension employees on these knowledge areas. The 2010 plan of work had four planned programs while the 2012-2016 plan has seven planned programs: Global Food Security and Hunger; Food Safety; Natural Resources and Management; Childhood Obesity and Nutrition through the Lifespan; Healthy Communities: Youth, Adults, and Families; Sustainable Energy; and Climate Change. ‘We cannot be everything to everyone; therefore, we have to focus on serving the highest priorities.’ (2012 Plan – page 1)

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FMC Price Comparison Webinar – February 7

Tuesday February 7 at 2 pm EST.
In this webinar, farmer and community and economic development specialist Anthony Flaccavento of Rural SCALE, Inc. will discuss his recent price comparisons between farmers markets and grocery stores in six states, and offer advice on how this data can be part of efforts to reinforce markets’ commitment to equity and affordability.

FMC registration

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