Qualitative Data

in case you think data collection is dreary, check out what this market did for National Farmers Market Week. These kinds of quotes can liven up reports to your funders, impress municipalities and rejuvenate vendors.
Think of how you might ask a specific question about a product (“what do you do with your creole tomatoes?”) or have visitors describe if and how they have ever brought market food to someone else (“I bring bread once a month to my neighbor who loves it”) as other ways you can use this method.
Visible collection and use of visual data can make the market seem proactive and engaged with their community.

Why do you love #comofarmersmarket? #moretomarket #farmmktwk

A photo posted by Columbia Farmer’s Market (@columbiafarmersmarket) on Aug 11, 2015 at 9:40am PDT

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Two new laws in LA help farmers

News from Recirculating Farms Coalition:

“Two new bills in Louisiana that support bringing more good food to communities through local agriculture are now law. The first creates a “farm-to-school” program, which allows Louisiana public schools to communicate directly with local farmers to buy food. Previously, for any food item over $25,000, schools had to go through a complicated and difficult public bidding process, which often left out local farmers because they could not participate, be it due to lack of time or technology. Now, schools can connect with farms for any items under the federal minimum purchasing threshold, which is currently $150,000! This will bring more fresh local food to Louisiana schools. As over 65% of students in Louisiana public schools qualify for free or reduced price meals, the new law will promote providing children with fresh food who may get their primary meal, or even most or all of their meals at school.

Pepper Sarah EbonyThe second new law is an urban agriculture incentive, which allows Louisiana cities to reduce taxes on land usedRooftop hydro towers with herbs smaller for farming. The hope is that more landowners will be motivated to allow use of their properties for urban agriculture and share the tax savings with farmers by leasing at more affordable rates. The intent is to increase access to affordable land in cities for farming and thus also increase availability of local fresh food.

Marianne Sen Thompson and Katie cropRecirculating Farms Coalition, working with students from Loyola New Orleans Law, various farmers, food advocates and especially the National Farm to School Network and Louisiana Farm to School Alliance successfully moved these 2 very important concepts through the Louisiana Legislature with Rep. Ebony Woodruff and Sen. Francis Thompson. On August 1st, with unanimous approval of the House and Senate, they both became law.”

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Crew Members Sample Leafy Greens Grown on Space Station | NASA

NASA is maturing Veggie technology aboard the space station to provide future pioneers with a sustainable food supplement – a critical part of NASA’s Journey to Mars. As NASA moves toward long-duration exploration missions farther into the solar system, Veggie will be a resource for crew food growth and consumption. It also could be used by astronauts for recreational gardening activities during deep space missions.

…Having something green and growing–a little piece of Earth–to take care of when living and working in an extreme and stressful environment could have tremendous value and impact.

“The farther and longer humans go away from Earth, the greater the need to be able to grow plants for food, atmosphere recycling and psychological benefits. I think that plant systems will become important components of any long-duration exploration scenario,” Massa saidCrew Members Sample Leafy Greens Grown on Space Station | NASA.

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Responsive Web Design for Non-Profits’ Customers

The average person worldwide has five social media accounts and spends an average of 1 hour and 40 minutes browsing these networks every day on any number of devices. Therefore using what is termed “responsive web design” is vital. It means that the information is optimized for whatever device it is being seen on with a minimum of scrolling or resizing.
The site Non-Profit Tech picked three sites offered by non-profits that they think are especially good at this and I think additionally that one of the three, Pittsburghkids.org, is just a very useful site for markets to view. Simply designed and easily navigated, it offers a lot for those new to the site and yet has easy-to-find shortcuts to get into the site if you are a return visitor.
Nice to hear in the original story that non-profits were the pioneers of the use of social media, adding content and varied ways for their community to see and reach them long before businesses bought into the idea.

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“…the pesadilla of the American dream”

“I acknowledged that farm workers were seldom given the spotlight, I saw this as an opportunity to honor the hard work of my parents, and farm workers all over the country,” Gonzalez told ATTN:. “They are the hardest working people in the world, and hardly ever are given the dignity and respect they deserve. I needed them to see, this wasn’t simply my success, this was a success of 22 years in the fields, this was all them.”

parents

These Incredible Photos Prove What the American Dream Really Looks Like – attn:.

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National Farmers Market Week: August 2-8, 2015

Isn’t it great that the best way to celebrate this is to visit a farmers market?
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Farm to Fable – San Diego Magazine – July 2015 – San Diego, California

well. This article linked below is a shot over the bow to those using the farm to table purely as marketing, and in some cases, using farmers names without having a regular relationship with them. The lack of clarity as to what Farm To Table means is one issue that local activists should shoulder; it should not be a single definition globally, but the rules for level of transparency in that process should be the same everywhere.

Farm to Fable – San Diego Magazine – July 2015 – San Diego, California.

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A Taste of Plastic

A recent study found that people ingest as many as 11,000 plastic particles per year in their food, and that those who eat a lot of seafood may be consuming much more than that.
Orion Magazine writer Jourdan Imani Keith is a playwright, naturalist, educator, and storyteller whose work blends the textures of political, personal and natural landscapes to offer voices from the margins of American lives. In the latest issue of Orion Magazine she gives a personal view about ingesting particles of man-made items in seafood:

My tongue has not yet been able to discern cosmetics in my curried mussels or plastic pearls in my oysters, but in 2013 researchers in Belgium at Ghent University found that microplastics are present in food consumed by humans. The study showed that some Europeans eat as many as eleven thousand plastic particles per year. Coastal Salish tribes, Asians, and Asian Pacific Islanders in Washington State, and all who eat lots of fish and seafood, like I do, may also be consuming more microplastics than others. The potential risks for human health have not been studied. We don’t tend to think of plastics as part of our diet, but by the time they make it to our plates, it’s hard to say they haven’t become part of our food web.

A Taste of Plastic

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“Creative placemaking? What is it that you do?”

Great article linked below along with a salient excerpt about placemaking which is something all market organizations should know a little about.

We essentially believe that a creative placemaking project needs to have four basic parts:

First, the work needs to be ultimately place-based, meaning that there is a group of people who live and work in the same place. It can be a block, a neighborhood, a town, a city, or a region, but you need to be able to draw a circle around it on a map.

Next, you need to talk about the community conditions for all of the people who live in that place and identify some community development change that that group of people would like to see: a problem with housing that needs to be fixed; an opportunity with a new transportation infrastructure that needs to be seized; a problematic narrative around public safety that needs to be changed. (There are ten categories of community development changes that we currently track.)

Third is when the “creative” comes into play: how can artists, arts organizations, or arts activity help achieve the change that has been articulated for this group of people?

And, finally, since these are projects that explicitly set out to make a change, there needs to be a way of knowing whether the change has happened. Some people call this “project evaluation.” We simply say it is important to know when you can stop doing something, cross it off your list, and move on to the next thing.

"Creative placemaking? What is it that you do?" | ArtPlace.

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Local Food Research & Development marketing specialist (research) posting; SHORT deadline!

Here is the link to the USDA jobs vacancy announcement for up to 3 agricultural marketing specialists (research) that was published this morning and closes next Thursday.  In addition, please note that applications are being capped after the first 40 received!!
https://www.usajobs.gov/GetJob/ViewDetails/410631100

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July Market Data Collection: Athens (OH) Chillicothe (OH) and New Orleans

Since 2002 or so, my public market focus has really been two-fold: designing grassroots markets and creating replicable ways to measure and share their success. Both are necessary in order for markets to remain at the fulcrum of viable and equitable food systems. And THAT means that the desire for programs and funding to create long-term stability and build professional skills must be integral to the field (which includes markets partners), which is far from the case as of yet.

One way we will get there is by capturing data that explains shared success measures while still illustrating innovative and unique approaches in each place. I am honored to be the eyes and ears for Farmers Market Coalition (FMC) and its partners on their Farmers Market Metrics work which we hope will serve those ends. I am in the middle of a summer of travel to sites to observe actual data collection at markets using the University of Wisconsin-Madison’s data collection protocols in the Indicators for Impacts AFRI-funded project shared with FMC and whenever possible, to stop at other markets to view their data collection too.

One of the big bugaboos seems to be in doing direct data collection with visitors or vendors; on a side note, it occurs to me as I write this how rarely I see Dot Surveys (or as we redefined them, Bean Polls!) any longer. Seemed to me that markets did them constantly in years past, but they may have began to decline for the same reasons I made the Bean Poll; vagaries of weather, managing blow-y pieces of paper and light-as-air easels outside, keeping track of previous hours responses etc. Let me stop for a minute to be clear: Bean Polls can only be used in very specific instances as described in the link above. Don’t think I mean that they can be used to collect sensitive data or replace intercept surveys-they cannot. But they can introduce the community to  regular data collection and offer a mood of the day response about possible trends. I wonder if the lack of Dot Survey I see is an indicator of something retreating in data collection at market level, or if I just show up at the wrong time…

And counting visitors- I don’t think I’ve ever suggested to a market that they should count their visitors regularly without them telling me it was near to or outright impossible. Okay, that maybe an overstatement, but I have heard that exact phrase quite often! I respect the low-capacity efficiency of markets, but I do think every market can do good Counting Days and I continue to dream up new ways that counting can be done without a slew of volunteers or paid staff. If anyone is up for trying them out, contact me at dar wolnik at gmail; but do know, it’ll require some planning…

In any case, what I see out there already are some very good systems for data collection that will probably work for small and large markets and everyone in between. As soon as those systems are tested and able to be replicated you’ll hear about it.

The Farmers Market Coalition website hosts the resources and updates  for all the Farmers Market Metrics work, so do check in there for more information.

And if you missed it, here is an account to my first market visit: Hernando Mississippi.

Next: Ruston LA, Williamsburg VA and Takoma Park MD (Crossroads)

Please click on the first photo to view the gallery. My apologies to my Facebook followers who have seen most if not all of these pictures.

The beautiful hills and early morning summer fog of Southeastern Ohio, where the Chillicothe and Athens markets are located.
The Athens OH market has 4 entrances. The vendors are set up in such a way as to minimize the “leaks” in between them and to create a flow at the entrances. Design is key to markets having successful and hassle-free Counting Days, even if a set of temporary barriers are created only on those days to get visitors to use less entrances in order to make the counting easier. Ample communication to visitors and vendors in the weeks beforehand also helps .
Athens OH market mid day.
Athens OH market manager Kip Parker demonstrates a great clicking attitude. The markets involved with the Indicators for Impact project are testing out 20-minute counting methods at the entrances of their markets this year: some are also doing full counts and so will be able to compare the two numbers to see the effectiveness.
Social capital (musician creating a gathering spot) and human capital (skills gained through demonstration) are part of the data gathered through this one photo at the Athens market.
The Athens OH data collection team for 2015. The market will collect data 4-5 times this year with a team of this size, and this for a market with 60-70 vendors and over 2000 visitors on a regular market day.
Athens OH data collector with market tshirt (in order to be easily seen by organizers and noted by visitors as volunteering) with water and gift certificate supplied by market as a thank you for working.
Athens OH gift certificate given to volunteers in mid morning to spend in their “off” time during the market day.
A view of a Chillicothe vendor checking off that his business submitted their sales data.
Close up of the vendor attendance worksheet at Chillicothe (double checked to ensure no personal data showing!)
Chillicothe doing their 20-minute counting sample at 20-minutes past each hour.
Chillicothe’s EBT tokens: obviously much data can be collected by the transactions at each market, but also can be gathered through comments made by shoppers at the market booth.
Crescent City Farmers Market’s SEED survey at their Thursday market 2015. I’d say that it was just luck that I was there on the week that SEED was being conducted, but the percentages were pretty good that I would see it in action, since I try to attend every market day that I am in town.
This is a shot of Crescent City Farmers Market’s SEED survey, which is done each summer at their 4 locations. It is managed by their Robertson Scholar from UNC/Duke, which is a 7-week internship in place for (at least) 12 years at CCFM. It takes some staff time to manage the student and their activities, but simple job descriptions and regular tasks have been built up over the years to make this flow well.
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Waterloo, Louisiana: An Open Letter to New Orleans – Antigravity Magazine

The published letter linked below was written by one of our region’s most innovative direct marketing bakers, and (obviously) one with a great deal of sensitivity and wisdom. Graison has struggled with getting the ends to meet in his tiny business (even while he is unquestionably the region’s preeminent bread baker), much less in it pulling him to the place he dreams his business should be.
He and I have talked a few times about the lack of support for small producers in our region and I can assure you that he is ready to talk with or work with anyone willing to further the needs of he and his peers, but to little avail.
I recommend that people read his essay and also read between the lines of what would drive a full-time baker to spend his time writing and publishing this. If you want my response now, it is because he knows what is at stake is his entire future and the future of the healthy food revolution that may never reach maturity unless we deal with the issues that small businesses face everyday: the lack of infrastructure support, duplicative regulations, half-hearted allegiance to local ingredient sourcing among shoppers, refusal by many (most?) to address vital environmental concerns in food work, commodity-type products taking most of the shelf space-if and when local is even invited, the lack of skilled workers available, necessary policy changes not handled by organizers of food initiatives and so on.
So ask yourself-are you doing everything you can as often as you can for your anchor vendors?
Waterloo, Louisiana: An Open Letter to New Orleans – Antigravity Magazine.

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