A great one with Young Kim of Fondy Food Center and Peter Marks from Appalachian Sustainable Agriculture Project presenting.
2011 FMC webinar: Markets as Business Incubators: Strategies To Grow Your Vendor Base
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My 2010 SSAWG Presentation on Market Measurement
I’m going to post some of the presentations, podcasts and videos that I have created for farmers markets over the last few years on here. Hope these are helpful.
“A market and a sentiment are not a movement”
Love this article from Sunday’s NYT which was sent to me by a non-foodie friend. As always, I appreciate Pollan’s clarity and honesty, but I do disagree that this election season is a litmus test for our work.
The present administration has not made localized healthy food systems a core part of its mandate yet and as much as I appreciate the First Lady’s resolve and leadership on good food, lets be honest: it’s not the only flag (or even the main flag) that they are flying. As for initiatives, ballot referendums in California have yet to have serious impact on the rest of the nation. Trust me-I worked on Ohio’s Issue 5 back in the 1990s that was modeled on California’s labeling law of cancer and birth defect-causing ingredients: talk about a bloodbath.
I also say that the issues centrally addressed by this referendum are exactly what we are NOT about: refashioning the industrial food system at its edges. Our work is life and death on every front and about creating an alternative food system that by its very life means death to poisonous, fake foods controlled by a few dozen monolithic corporations. (Asking them to refashion their products for approval is like Al Capone being asked to use a 6 shooter rather than a Tommy gun-everyone would still be in danger and he would still have become richer and more powerful.)
I’d say that the true test of this system as an election kingmaker will be when there are actually candidates that stump for office using localized healthy food systems for all as their mandate. Unfortunately, that has little chance of happening on its own.
The other way we can test this system is when we actually reach across race and class lines and age groups to find one day that the majority of the country has 1) successfully shopped at a farmers market more than once 2) went to a school that regularly served healthy food that was culturally recognizable 3) honors farmers and harvesters by refusing to vote for developments that drive up prices of farmland or waterfront property and 3) choose brands that don’t pollute, use dangerous ingredients or undercut workers to bring you the best price on a product.
Then, the mandate in DC will not depend on the weak resolve of a privately funded politician, but on the goodwill of the electorate. And yeah, until then, it’s a damn good article about movements.
“One of the more interesting things we will learn on Nov. 6 is whether or not there is a “food movement” in America worthy of the name — that is, an organized force in our politics capable of demanding change in the food system. People like me throw the term around loosely, partly because we sense the gathering of such a force, and partly (to be honest) to help wish it into being by sheer dint of repetition. Clearly there is growing sentiment in favor of reforming American agriculture and interest in questions about where our food comes from and how it was produced. And certainly we can see an alternative food economy rising around us: local and organic agriculture is growing far faster than the food market as a whole. But a market and a sentiment are not quite the same thing as a political movement — something capable of frightening politicians and propelling its concerns onto the national agenda.”
FARMERS MARKET COALITION ANNOUNCES INTERIM EXECUTIVE DIRECTOR
August 14, 2012
The Farmers Market Coalition (FMC), a national nonprofit organization incorporated in 2006, is proud to announce that Jennifer O’Brien will serve as Interim Executive Director Through January 7th, 2013. Jen will build on the successful four-year tenure of FMC’s outgoing Executive Director, Stacy Miller. She will help guide the FMC through a leadership transition, while continuing to carry out its mission of strengthening farmers markets across the country for the mutual benefit of farmers, consumers, and communities.
O’Brien is a lifelong farmers market patron and volunteer, who has integrated a passion for food policy into her work in communications and planning. While with AECOM, an urban planning and landscape architecture firm outside of Washington, DC, O’Brien worked with the National Park Service, the Environmental Protection Agency, and numerous nonprofit and private organizations to create civic meeting spaces, preserve natural areas, and design parks and gardens all over the US. Specializing in communication design and outreach, she worked closely with community stakeholders to research and distill data, build consensus, create educational materials, and craft plans and policies. Throughout these initiatives, O’Brien advocated for the inclusion of farmers markets, and publicized their many benefits.
“The ultimate goal of urban planning is to improve the social, environmental and economic health of our communities. While there are thousands of wonderful programs working to better our cities and neighborhoods, I am most impressed with the comprehensive and direct impact that a farmers market can have on its region.” says Interim Executive Director Jen O’Brien.
O’Brien holds a master’s degree in urban and environmental planning from the University of Virginia, where she concentrated in sustainable food systems. O’Brien has partnered with local and national organizations to write reports on agricultural policies and practices, regional food distribution methods, federal farming initiatives, and sustainable food production. Some of her research included working with the Philadelphia Food Trust to collect data on EBT usage at farmers markets across the country, assessing the food security of coal mining towns in Southwest Virginia, and test piloting a comprehensive food policy audit.
O’Brien’s projects have received numerous awards, including ICLEI’s Sustainable Leadership Award for Outreach Innovation, and a Downtown DC Business Improvement District Momentum Award. Her research on food policy auditing has been published in the Journal of Agriculture, Food Systems, and Community Development (JAFSCD).
“FMC’s leadership in advocacy, data collection, networking, and outreach give market managers, vendors and patrons the tools to capitalize on the strengths of their markets, as well as identify and act upon opportunities for growth. I’m so grateful for the opportunity to join in this exciting effort, and will work closely with the board members, staff, and partners to provide the highest level of service to the farmers market community.”
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The Farmers Market Coalition (FMC) is a 501(c)(3) nonprofit dedicated to strengthening farmers markets for the benefit of farmers, consumers, and communities. For more information about the Farmers Market Coalition, including please visit their website at http://www.farmersmarketcoalition.org.
Farm bill update from FMC
Farmers Market Coalition Applauds Bipartisan Leadership on Senate Farm Bill
(Charlottesville, VA) On Thursday, June 21st , the Senate passed the Agriculture Reform, Food and Jobs Act (ARFJA) with a 64-35 vote, after considering several dozen proposed amendments to the bill. The Farmers Market Coalition commends the bipartisan commitment to healthy debate and effective action on long-needed steps to reform and improve the nation’s food policy.
Farmers Market Coalition members were instrumental in reaching out to Senators leading up to the last two days of debate, urging for continuation and expansion of the flagship Farmers Market Promotion Program into the new Farmers Market and Local Foods Promotion Program.
While the Act includes some cuts to conservation programs, the Senate bill does adopt some important amendments, including by Senator Brown (D-OH) on rural development and beginning farmers, by Senator Merkley (D-OR) on crop insurance for organic farmers, by Senator Grassley (R-IA) on commodity payment limit reform, and Senator Wyden (D-OR) on farm to school pilot programs.
As passed, the bill includes the following provisions essential for expanding retail opportunities for small and mid-sized farms while making fresh, nutritious local foods available to communities of all income-levels. Several of the provisions included in the Senate’s bill address the Farmers Market Coalition 2012 Policy Priorities:
● Farmers Market and Local Food Promotion Program – Increases funding to $20 million a year and expands the scope of the highly popular Farmers Market Promotion Program to include additional outlets for processing, marketing, and distributing local foods.
● Specialty Crop Block Grants – Increases funding to $70 million per year for five years from the current level of $55 million per year with provisions to allow for collaborative projects among multiple states.
● Innovations in SNAP Technology – Authorizes pilots of mobile applications and online ordering for authorized SNAP retailers and includes provisions to permit SNAP redemption by community supported agriculture (CSAs).
● Senior Farmers Market Nutrition Program (WIC) – Maintains mandatory funding at $20 million annually to provide assistance to low-income seniors and ensure access to the fresh, local food at farmers markets.
● Hunger-Free Community Incentive Grants – A total of $100 million to create a new grant for incentive programs to increase fruit and vegetable purchases by SNAP customers at farmers markets and other healthy food retailers .
● Community Food Projects – Doubles funding from the current $5 million per year to $10 million per year to support the development of comprehensive projects to fight food insecurity and increase the self-reliance of communities in providing for their food needs.
Sources in the House of Representatives indicate a strong interest in moving forward on a House Farm Bill process after the July 4th recess, with a committee mark-up process scheduled for July 11th. The Farmers Market Coalition encourages House members to follow the Senate’s lead by supporting these innovative, cost-effective, and far-reaching provisions.
“With the current Farm Bill expiring on September 30th, we hope that the House will follow the Senate’s lead on cost-saving reforms that continue to invest in a more resilient, equitable, and diversified food system, ” said Stacy Miller, Executive Director of the Farmers Market Coalition. “We urge the House to retain the Senate’s language on these critical programs, in recognition the economic, social and nutritional impacts farmers markets have in more than 7,000 communities nationwide, for at least 50,000 innovative agricultural producers.”
About Farmers Market CoalitionThe Farmers Market Coalition is a non-profit 501(c)3 organization who seeks to strengthen farmers markets’ capacity to serve farmers, consumers, and communities by providing the rapidly growing movement with information and representation at state and federal levels. FMC is a hub for cross-pollination of best practices and public information, representing more than 3,500 farmers markets through its membership. FMC mobilizes peer leadership and grow farmers market capacity to link sustainable farmers with neighbors seeking healthier relationships to food and their community. For more information, tools, and resources please visit http://www.farmersmarketcoalition.org.
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Farmers Market Inspiration Award
Why do farmers choose to sell at farmers markets? What does it take bring a harvest from farm to fork? What kinds of relationships do producers at farmers markets forge with one another and with their customers? What’s the most rewarding part of market day? This year, compelling and heartfelt answers to these questions could earn one farmers market producer a $1,000 award.
The Farmers Market Inspiration Award contest seeks essay submissions from June 16th through August 11th from farm producers who sell at farmers markets, telling a story that depicts concrete examples of farmers market impacts on a farm and the people with whom it connects. One grand prize award of $1,000 will be awarded for the winning entry, to be announced in September alongside top finishing markets in American Farmland Trust’s America’s Favorite Farmers Market Contest. The winning Farmers Market Inspiration essay will be published in Growing for Market in September 2012.
“Behind every one of the more than 50,000 farm stands at America’s farmers markets, there exists at least one inspiring story about a life changed, a business launched, a lesson learned, and a relationship formed,” says Stacy Miller of the Farmers Market Coalition. “It’s about time we let these stories come out, and share them with the general public.”
Essays are encouraged from a wide diversity of agricultural producers, and should focus on a story that reflects some specific outcomes/benefits from selling at farmers markets. In addition to telling a specific story no longer than 1,200 words, essays should be previously unpublished and include at least three pieces of measurable data that strengthen the story, for example, number of acres in production, number of crop varieties sold throughout the season, number of employees and/or family members supported by farmers market sales, or amount of pounds do you donate annually to social service agencies in the market community. Along with each entry, farmer-writers are asked to submit a photograph of themselves or a farm representative at their market stand to accompany the story.
Submissions will be judged by a team including staff and volunteers from the Farmers Market Coalition, Growing for Market, and American Farmland Trust.
Lynn Byczynski, the editor of Growing for Market, said: “I’m looking forward to reading what growers have to say about farmers markets. We know that, in general, farmers markets have been enormously beneficial to producers, consumers and communities. With this essay contest, we hope to hear the stories behind that success, the individual tales of triumph that have given the farmers market movement so much momentum.”
Up to five (5) honorable mention essayists will receive a complimentary one year membership in the Farmers Market Coalition and a one year print subscription to Growing for Market. All essays, both winning and non-winning, may also be published in Farmers Market Coalition print and electronic publications, and may also be published in partnering organization blogs, print publications, or FMC partner web sites.
Beginning June 16th,farmers will be encouraged to read the full parameters and submit their essays at http://www.farmersmarketcoalition.org. Thank you in advance for helping us spread the word about this opportunity among your market producers!
Sincerely,
Your friends at the Farmers Market Coalition
Morven Summer Institute studies farmers markets evaluation
Morven Summer Institute, University of Virgina
The University of Virginia has begun their latest set of summer courses at their Morven Summer Institute outside of Charlottesville. The Farmers Market Coalition has partnered with professors Tanya Denckla Cobb, Department of Urban & Environmental Planning and Paul Freedman, Department of Politics to present a 2-week course on farmers markets.
Farmers Markets and Applied Food Systems Research will explore the history of the modern farmers market movement, its purpose and discuss emerging evaluation techniques through guest lecturers such as Stacy Miller, Executive Director of FMC, Richard McCarthy, Executive Director of marketumbrella.org, Bernie Prince, FMC Board President and Co-Director of Fresh Farm, and yours truly, independent researcher and public market trainer. The students will also attempt some market-level research using the Indicator Matrix we are developing at FMC and marketumbrella.org’s SEED tool.
About Morven:
In 2001, philanthropist John W. Kluge gave an extraordinary gift of real estate to the University of Virginia Foundation for educational and charitable purpose. The 7,379-acre gift, valued in excess of $45 million, more than doubled the University’s land holdings. Located in southeastern Albemarle County, the properties comprised 11 farms and estates, including historic Morven Farm.
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.
Earth Day FMC radio interview
Stacy Miller, Executive Director of Farmers Market Coalition and Michael Hurwitz, Greenmarket Executive Director (and FMC Board member) talk about markets and food systems.
Good quotes for all of you to use in your annual reports and grants proposals:
(Stacy)
“The myth that somehow that supermarkets are this gleaming beacon of healthy choices…”
“in 2006 that first year of the (FMPP) grant program, they spent a million on promoting farmers markets…that same year, McDonald’s spent 850 million on its traditional media advertising…”
“We’re really in the early stages for fighting for health and equity…”
“I see farmers markets as the ultimate food hub”
in response to the assertion that food deserts are a myth:
(Michael) “Don’t get me started..”
“Our greatest competition are subsidies and advertising”
“Institutional buyers are trying to pay as little as they can”
Ohio Farmers Market Conference highlights benefits of ‘association’
Farmers Market Coalition Board President Bernie Prince visits Ohio to support their state association and to promote FMC’s work.
For the Love of Farmers Markets-BC conference
Keynote speaker at British Columbia’s farmers market (BCAFM) conference is FMC’s Executive Director Stacy Miller: In her “Integrity at the Market speech,” Stacy will share the variety of models that farmers markets across the US are using to maintain authenticity and live up to the expectations of their communities, their customers, and their vendors.
“Trust, transparency, and the ability to empower consumers to learn and ask questions about food and farming are among the many unique values of farmers markets,” explains Miller, “but how do we honestly evaluate our progress in achieving these values?”
Helping Farmers Markets Grow 