Growing Food and Justice for All Initiative
Friday, September 25, 2015 at 1:00 PM – Sunday, September 27, 2015 at 4:00 PM (CDT)
The thing about being a market consultant is it has a very specific schedule each year: the spring is packed with calls and invitations to conferences and workshops. Lots of discussion about grant opportunities and best practices.
The summer is spent at at the desk, writing or researching on behalf of those who hire us.
The fall starts to bring more travel, usually more for large-scale (non-market) conferences as well as a scramble for assistance on projects that got sidelined or tangled over the summer.
The winter is when the big ideas are usually discussed, with colleagues asking for an ear or agreeing to read something. Some of those big ideas roll right into spring grant-writing season and the year begins again.
This year my spring travel started in Alabama, then to Oregon and Washington, March in Vermont, two spots in Illinois and this last spring trip was in the Magnolia State, right in my own backyard.
I live part of the time about 40 or so miles from the Mississippi line and of course, as a past manager of a set of markets in the biggest city in the region, I had farmers from Mississippi and from Alabama that came to vend, so I am quite familiar with what is happening there and have some ideas as to what could happen there.
When I was asked to speak again this year by MS Department of Agriculture and Commerce (MDAC), I said yes immediately. Partly because I like the folks at MDAC and partly because in order to have a real food system in my place, it must be regionally organized (which means MS too of course) and we are far from that reality. And of course, because as a national market advocate, I need to see and talk to as many markets as I can. Let me say that MDAC does an amazing job supporting every actor in the food system and any criticism I give about the lack of support should not be construed as being directed at MDAC. They do more with less than most other states I know. And that MDAC is a state agency devoted to the many, not the few; market organizers and community food system initiative leaders need their own champions too.
MDAC asked me to talk about EBT outreach and about measuring markets for whatever number of the 70 or so markets listed in the state showed up. I agreed, even though I knew that the EBT outreach was probably a little too forward of what the group needed, based on the answers to the survey we sent out.
The MS markets are a strange and wonderful hybrid-they have no independent state association of markets, which is typical of most the other Southern states.
The state does have an emerging sustainable ag network, thanks to some local people (Daniel Doyle for one) and the Wallace Center which offered early funding to create the entity.
The state has offered both farmers and markets free SNAP-only machines for the last few years, predating the new FNS marketlink.org farmer terminal system. Many of you know that I am not a fan of these systems being handed off to farmers quite yet, so I do view these hybrid systems with a jaundiced eye.
Some of their markets have a closer relationship to Main Street initiatives than many other states’s markets which means that they are included in larger municipal ideas of revitalization, which can be good and bad for a market. The Main Street movement is more viable in rural communities, using its energy on facade or street improvements and some event planning. So what I find among MS managers are great event planners and city/civic leaders, with a genuine interest in assisting their vendors, but with few ideas how to do just that. The newest trend there is for public health partnerships (of course) with funding increasing there tremendously since MS is usually at the lowest rung of most health stats, with Louisiana constantly battling it for last place. Even so, since many of the markets are quite entrepreneurial and “downtown-focused,” these public health partnerships have not yet found their sweet spot.
And since most of these markets are operating with such low capacity, and no one is advocating for them full-time, they have very little data on what they do well and little experience in analyzing how they did something well. EBT and FMNP for instance-what do they want from these programs? How do markets of 5 to 20 vendors build in capacity to offer a robust benefit program system without any resources or support? Interestingly, a workshop with information about market link and on becoming a SNAP retailer was held in a room at the other end of the center for MS farmers at the exact same time as the managers were in this room. I wish this had not been the case for many reasons, but most of all I have not found that creating silos of information within a system very useful.
As we were in the room, we heard about the successful FINI proposals, one of which is substantial and will involve MS markets. There was excitement, but there was also trepidation among the market organizers. Most of them do not run central EBT systems and so have very little contact with their benefit program shoppers and almost no idea where to find these folks or how to get them to come to their markets.
Adding cash incentives is great, but there has to also be money to build the systems at market and state level to change perceptions of local food and to lift the existing barriers or that money will just act as it was pushed through a sieve.
As I stood inside and outside after my talks, I was peppered with questions, most of which showed the lack of support these markets have:
Where do I find these USDA grants?
How do I get FMNP coupons at my market?
What amount should I raise for an incentive and how should I use it?
Who offers funds for staffing a market?
What is market link?
How do I get funds to advertise?
How do I get more local goods to more people as an organizer?
The agency directors (that serve benefit program shoppers) won’t even talk to me about my market- what should I do?
How can I measure my economic impact?
and this round of questions didn’t even bring up the whole set of issues present everywhere- how do get enough farmers and producers doing well enough to keep this system moving forward? How do we do this with other initiatives breathing down our neck, competing for funding and attention?
The number of new faces at this meeting is similar to many of the other states that I visit regularly and is an indication that we have yet to find a way to offer professional jobs as market managers, instead using the typical revolving door of entry-level work that exhausts producers and means that initiatives never fully engage or sustain; markets are full of pilots but few have moved those pilots to replicable programs with funding streams, experienced staff and policy changes arising from those lessons.
The beautiful thing is that the willingness and enthusiasm among these organizers is always high, even with the many closed doors and the lack of support available to them.
So, I finish my spring conference travel right where I started it: with markets feeling the pressures from partners to offer new programs, with internal communities asking for sustainable growth, with organizers managing this work while they are paid not at all or paid a pittance or doing the equivalent of 2-3 peoples workload. But I also finish it having heard loads of great ideas from organizers and with stories of successful pilots from the last few years that will be expanded or tested again.
So let’s hope that this year that we can move the dial a little bit over the summer and fall with a successful market season and then together can start to build the system we need come winter and spring.
Sometimes work travel can be lonely. Saying goodbye to family and friends (especially when it’s 80 degrees at home and 15 at your destination), waiting at airports for hours, being at hotels on weekends. In my travels, I see and talk to plenty of people out there who live in the spaces from airport to hotel and back and spend most of their time in dry meetings in some nondescript building. I however, get to go hang out with warm and engaged market practioners who are interested in what a visitor is doing there. How gratifying it is when you bring up a market subject and eyes light up with recognition and excitement. Or that new market manager you spend some time with at lunch has great ideas and plans and you are able to say-“wow, you have an excellent plan, I think this is absolutely going to work” and they convey gratitude which is lovely but unnecessary. Or that you get to reconnect with market advocates you met on a previous trip and laugh, talk and maybe make a friend.
This month I did that in 2 states- Vermont and Illinois. Both are states that I have been invited to previously and was very honored to be invited back again.
In Vermont, I traveled to the conference with a market leader who I admire and can bat ideas back and forth on a wide-ranging set of topics. Once on the Vermont Law School’s beautiful campus in South Royalton, I get to see many peers again who catch me up and share news. The host organization, NOFA-VT is an honorable elder organization that has true leadership and camaraderie and those qualities are shared by those who comes to their events. Everyone shows up for them, from the Agency of Ag to the state benefit program leaders and a whole bunch of assorted activists. Vermont is so focused and collaborative on building their sustainable place that it feels important to keep reminding them how far forward in the vanguard that they are and how we are all watching their work closely for replication.
Adding to that, colleagues from previous years have become friends and take good care of me and make sure I have fun and good food: this trip, Libby was on call for me.
After those few days in Vermont, I hopped over to Illinois, first to Chicago and them to Springfield for the Illinois Farmers Market Association meetings (IFMA). This association has ramped up their activities very quickly, partnering on multiple trainings, analysis, policy work and pilots in every corner of this big state. I was able to drive from Chicago to Springfield with the state’s mother hen of markets, IFMA’s energetic and multi-tasking Executive Director Pat Stieren along with a fellow baseball pal with a wise agricultural/entrepreneurial mind, IFMA board member and Local Food Systems/Small Farms Educator at University of Illinois Extension, Deborah Cavanaugh-Grant. THAT conversation was global in its range and so very entertaining.
The board of the IFMA is one of the most hands-on that I have worked with, no doubt. Washington state’s market meeting seemed this year to have about the same level of participation and leadership from their board, and I am sure that other states that I have not been to recently will email me to tell me how great their board is too, but in Illinois I saw so much integrated activity for markets across all of the disciplines the board represents that I will hold them up this year as a beacon of volunteerism and professionalism.
Illinois also had an impressive amount of partners at both of their meetings, from USDA staff to technology solution providers to regional academic and NGO stakeholders. They are very interested in evaluation for markets and so asked many questions about the Farmers Market Metrics projects being piloted at FMC. I do think that when a state reaches for common sense and multiple ways to measure what is being done at markets, that those states are really ready to boost market capacity. It is no secret that one of my goals as a consultant is to build a professional set of market managers across the nation, well-paid and able to stay in place to pilot new ideas that keep their markets at the center of their food system. Obviously without a way to show how they increase benefits across many types of capital, markets will continue to use all of their energy and strategic thinking time on just the lengthy day-to-day to-dos every market has and as a result, will never grow their markets to sustainability or increase their own leadership.
It was probably not a coincidence that both of these states (and others) have started to create more peer-to-peer discussion opportunities at these meetings, which of course, will lead to more leadership development and embedded practioner problem-solving. I look forward in future years to those discussions being recorded or notes uploaded for other markets to learn from and action items identified to complete.
What both states struggle with at these meetings is how to assist the new markets (and sometimes the even newer organizers who aren’t even sure that a market is what they will do) who tend to show up in large numbers to these events, while still keeping the experienced markets attending. It may be time to create separate tracks for new and experienced managers for half a day and then bring them together at lunch, or to ask more of the experienced managers to design and lead more workshops in the morning and then allow them to meet with their peers in the afternoon. I’d also love to see one or two states pilot a one-on-one training system with a mentor market and a newer one at these conferences, offering 2-3 hour sessions with checklists and worksheets to be completed at the end by the trainee.
In any case, it was a marvelous week of market talk and ideas being offered and expanded, and I look forward to many more of these meetings and a return to two of my favorite market states.
This year’s theme, “A Feast for the Senses,” spotlights the sensual aspects of food and drink at every stage of the agricultural-culinary cycle. Topics will include, but are not limited to, best practices in urban farming, bringing products to market, sourcing locally, enhancing sustainability, and the latest trends and developments in the industry, including food science, security, and safety.
Proposals for educational sessions should correspond to the current theme, “A Feast for the Senses,” and should be designed to fit one of the following educational tracks:
• Crop to Cup (Brewing, Distilling, Vinting, plus non-alcoholic beverages)
• Farming and Production
• Food and Beverage Journalism and Media
• Farm to School
• Food Innovation (Science, Technology, Trends, etc.)
Interested presenters should refer to the conference website at www.F2T-int.com for additional information regarding submission requirements as well as the consideration and selection process.
The deadline for submitting presentations for review is February 20, 2015. Presentations for the F2Ti program will be selected by the Farm to Table International Executive Advisory Council.
F2Ti is produced by the New Orleans Ernest N. Morial Convention Center in partnership with the SoFAB Institute and the LSU AgCenter.