Open source gleaning model helps NC market farmers address hunger issues

I had the great pleasure to become acquainted in 2012 with this innovative program that is closely linked to the North Carolina farmers markets and individual farmers to get food flowing to more people- but this model made sure that it was NOT at the expense of farmers businesses. Their Donation Stations allows customers to buy an extra share to donate to those in need and also allowed farmers credit for any donations that they made. Their wholesale work to get more agencies to buy regional food is also extremely important.

Open source model helps NC solve hunger problem | opensource.com.

Farmers Market Metrics Vendor Metrics Released

Farmers Market Impact Metrics Released for First Season of Testing
Research project addresses the need for consistent measurement of farmers market impacts nationwide.

Researchers at the University of Wisconsin-Madison and the national nonprofit, the Farmers Market Coalition (FMC) released metrics this week that will allow markets and their partners to gather data on vendor and customer activities. The data will assist market organizers in constructing targeted marketing and advocacy plans and will offer farmers and other producers specific information on building their business goals.
The project is funded by the USDA’s Agriculture, Food, and Research Initiative (AFRI) and will allow nine markets across the U.S. to test data collection and reporting techniques in 2015 and 2016. The project team gathered known metrics used over the last decade in farmers markets and food system research and prioritized those that could be easily gathered by the market community itself. The metrics were grouped into one or more of four types of benefit they provide:
economic (i.e. sales or job creation), ecological (land stewardship), social (new relationships) and human (skills gained or knowledge transferred).
The research project’s principal investigator Alfonso Morales, Assistant Professor at University of Wisconsin-Madison said, “We believe that it is vital that grassroots markets have the tools and embedded skills to gather data on behavior for their own needs, not only on shopper activity but also on the small businesses that depend on these markets for their family’s income.”
From the list of 90 metrics identified, the team focused its initial efforts into refining 38 of those metrics for immediate use by the nine pilot markets chosen for the project. Participating markets selected those metrics that are most useful to their current work and will begin to gather data in late spring 2015. The data will be analyzed by the project team and final reports shared with the markets later in the year. The team will conduct another round of data collection at the same pilot
markets in 2016.
The first round of metrics sent to the markets focus on collecting vendor data through questions embedded into vendor applications or through direct surveys or observation at market of vendors. Later rounds of metrics will allow visitor data to be collected using the same methods, while future metrics are likely to focus on the “placemaking” skills of the market and the internal workings of the organization running the market.
Vendor metrics for this project include acres in production for markets, distance traveled from production to market, sales data, and the number of women-owned businesses. Jen Cheek, Executive Director of Farmers Market Coalition affirmed, “Many markets are not sure what to collect and when; others already collect some of this data but are unsure of how to use it once collected. These measurement projects that FMC is taking on with the University of Wisconsin will offer shared language and common-sense guidelines for reporting, while allowing markets and
their vendors the freedom to define what success means to their market and community.”
Find the vendor metrics here and a template letter for vendors here and a glossary of terms and vendor tree here.
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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 Farmers Market Metrics please visit their website at http://www.farmersmarketcoalition.org.

Truth & Transparency: Farm Audits for Producer-Only Integrity | Farmers Market Coalition

An excellent webinar today from Farmers Market Coalition on one of California’s farm audit programs. Impressive how much our low-capacity markets are doing to safeguard their mission and values and to protect producers.

Find the recording here.

Forget ‘Whole Paycheck’?

The linked article below tells of Whole Foods’ campaign to let America know of their “cheaper” prices and is interesting news on a few fronts.
One, that the world’s leading natural and organic food store is sharing price comparisons and acknowledging the need to identify costs to their shoppers. Co-CEO Mackay says, “For a long time Whole Foods had the field to ourselves, pretty much. That was nice, but we don’t any longer,” he said on an earnings call with investors. “So we’re adapting to the reality of the marketplace.”

Secondly this: the chain is lowering its prices, particularly on produce.
This may be an indicator of the strength of the farmers market movement that has led WF to become more competitive on fresh produce. That may seem a far jump for some of my readers, but since it was not an issue when they competed only with other grocery stores, I am inclined to partly credit the energy of the increased number of farmers market outlets for fresh produce for one of the reasons for this.
Or, it may be that the chain feels that they can reduce their costs by reducing their waste in produce (reducing spoilage is an area that stores should always be working on to increase profits) or (sigh) maybe the chain feels it can ask for lower prices from farmers/producers more easily than companies from whom they buy value-added products.

I’d love to hear others thoughts on this news and how they think it affects farmers markets and other direct marketing outlets.

Forget ‘Whole Paycheck’—This Grocery Chain Now Beats Many Competitors’ Prices | TakePart” target=”_blank”>Whole Foods Story

Harvest of Change

An engaging interactive story on today’s agribusiness sector from the Des Moines Register and USA Today.

Amid all the challenges, farmers find lucrative markets shaped by shifting consumer tastes. Farmers markets, where consumers can interact directly with the growers of their food, expanded steadily in the USA from 1994 to 2014, almost quintupling to 8,268, according to the U.S. Department of Agriculture.

In 2012, fresh fruits and vegetables sold directly to consumers were a $1.3 billion industry, up 8% since 2007, the census found. That same year, organic food sales reached about $27 billion, according to the USDA, up from $11 billion in 2004.

link to the 5-part story in The Register

Harvest of Change.

Graphic and misleading title: “Local food might not be as ‘local’ as you think”

An example of how the media reports unfairly on farmers markets; the idea that each market community decides its own definition of local is clear in the graphic, but the headline is misleading. It would be better and more appropriate if the story was titled:
Each community decides local for itself
Graphic: Local food might not be as 'local' as you think.

Michel Nischan

Great interview with Michel Nischan, founder of Wholesome Wave and long time Farm To Table chef. He tells Louisiana Eats host Poppy Tooker about how and why he created his public role.
http://wwno.org/post/tradition-begs-evolution-changing-federal-policy-reviving-local-customs” title=”Interview withMichel Nischan by Poppy Tooker”

Oxford Canteen

My pal Corbin Evans has made his way (going the long way from New Orleans to Philly to Brooklyn and maybe a few other stops in there since) to Oxford, Mississippi. His new lunch place there with seasonal locally sourced products is a hit this summer, which is no surprise as he is an award-winning chef and a well-liked guy everywhere he goes. He served as the Board President of Market Umbrella in New Orleans after the federal levee breaks and did tons of other unheralded support work around town to build food producers and so I was able to work with him throughout all of his New Orleans years. Chefs like Corbin are willing to give support to farmers markets in many ways and should be invited to assist whenever possible.
I think of him as a little brother while at the same time, as a teacher and leader in sustainable regional food production. This is a lovely film from the great Southern Foodways Alliance detailing his latest effort. Do take a road trip to Oxford and the Delta to see it for yourself anyway and make sure to stop and see Corbin in his alley. You’ll like him.

Oxford Canteen from Southern Foodways on Vimeo.

Farmers Market Legal Toolkit Project

As a member of this team, I’m pleased to share the news of this project being funded:
The Vermont Law School’s Center for Agriculture and Food Systems received funding to develop a Farmers Market Legal Toolkit (FMLT) and educate market leaders on various legal topics that affect them. The project will be conducted in partnership with NOFA- VT, who will assist them in collecting data on area farmer’s markets. The legal toolkit will include resources in three major areas: governance structure of farmer’s markets, liabilities related to use of EBT/SNAP systems, and general risk management.

Research Awards to Support Rural Communities | National Sustainable Agriculture Coalition.

(USDA Editor’s Note: The USDA press release mistakenly identified this project as the University of Vermont and the USDA research summary system mistakenly identified it as the University of Arizona, but it is in fact Vermont Law School.)