The ROI of Farmers’ Markets and Food Hubs

I found a great piece on LinkedIn by Wolfram Alderson, Founding Executive Director at Institute for Responsible Nutrition on the excellent return on investment in farmers markets. His call for infrastructure is spot on, although we need to counsel our stakeholders that their money will not always best used for permanent market structures or cooperative kitchens (see a link below to one story that is about a permanent market structure).
However, when our community food system does need permanent infrastructure, we want to make sure that direct marketing producers are welcomed inside along with their intermediate and wholesale producers brethren and sistren. All sizes of family and community farms will be more profitable if they don’t each need to build processing plants or storage facilities and having those facilities between the farm and the market city (rather than always in it!) would help market, intermediate and wholesale sellers and buyers alike.
This has been one of the issues facing open-air markets seeking lasting financial support; if the investor can’t see a building being built or rehabbed with their money, how can we offer a return on their investment? I suggest that we need to refine and expand our language on the measurable benefits that these markets provide to investors such as investments in new businesses, deepening awareness of the value of regional goods to family table and intermediate buyers, an open laboratory for piloting innovative ideas around food access and other civic ideas.
Let’s start to get smarter about how to ask for strategic investments that allow our organizations and businesses to keep doing the unique and important work of direct sales that lead to these other investments without always adding more projects to our to-do list. That way when those food hubs and kitchens are built when and where needed, we will still have a public place for shoppers and sellers to meet directly.

The ROI of Farmers' Markets and Food Hubs | LinkedIn.

The article also links to a story of an exciting ballot measure in Marin County to support a 20 million dollar permanent market to replace the parking lot market that has been there over 30 years and run by the Agricultural Institute of Marin,a non-profit led by long time Farmers Market Coalition board member Brigitte Moran:

“The building will be funded privately by the Agricultural Institute of Marin, the nonprofit that runs the Civic Center market as well as six other Bay Area farmers’ markets. Taxpayers will pay $2 million to upgrade the vacant lot and make other infrastructure improvements, as part of a broader overhaul of the Civic Center campus.

The Board of Supervisors is solidly supportive of the measure.

“It’s part of our continued commitment to local agriculture,” said Supervisor Steve Kinsey, who represents West Marin. “Plus it’ll help us launch the renaissance of the entire campus.”

Marin County market ballot measure

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Washington Ag Today talks about farmers markets

These are excellent audio snippets from Colleen Donovan, Washington Small Farms Program Research Coordinator at WSU about some benefits of farmers markets.

Choosing Farmers Markets

Community Impact of Farmers Markets

Benefits of Farmers Markets

These are so well crafted that anyone could embed them into their website to show the impact of markets and market farmers, no matter where they are located.

What is most useful about Washington’s work is that it uses the context of organizational capacity to gauge if and how those multiple benefits are being forwarded to shoppers, farmers and the larger community. For reports that offer data without explaining that a volunteer-led effort managed it or that markets are often doing complex projects with part-time labor, I recommend to them that they consider adding it to any future analysis or funder report. The Farmers Market Metrics work we are doing at FMC and University of Wisconsin right now will add that piece into any resources or templates that we design, I promise you that!
In any case, associations in Washington and Michigan are truly the leaders right now in doing excellent analysis and resource development and then spending time sharing as well. (And if it was up to me, I’d give Illinois the rising new star award.)
Colleen did a webinar with FMC in fall of 2013 on the results of this report which is found on FMC’s YouTube site. Yes that is me (talking too low) introducing Colleen:
Link to YT recorded webinar

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What Farm-to-Table Got Wrong – NYTimes.com

Thanks to Richard McCarthy, our Slow Food USA leader for sharing this opinion piece from Dan Barber, the chef and co-owner of Blue Hill at Stone Barns. Stone Barns Center just outside of NYC proper, is easily one of the most important sites we have for learning and piloting good agricultural stewardship in the US: Read more here about their work. In this piece, Chef Barber talks about buyers needing to be more aware of the possible when working with growers, rather than just aware of the obvious. His identification of labels like Farm to Table as being limiting (and maybe even industrial) seems right on to me.

…Diversifying our diet to include more local grains and legumes is a delicious first step to improving our food system. Millet and rye are an easy substitute for rice or pasta. But that addresses only the low-hanging fruit of Klaas’s farm. More challenging is to think about how to honor the other underutilized parts of his rotations — classic cover crops like cowpeas and mustard, which fertilize the soil to ensure healthy harvests in the future.

Today, the best farmers are tying up valuable real estate for long periods of time (in an agonizingly short growing season) simply to benefit their soil. Imagine if Macy’s reserved half of its shelf space at Christmas for charitable donations. A noble idea. But profitable? Not so much. By creating a market for these crops, we can provide more value for the farmer and for our own diets, while supporting the long-term health of the land.

In Klaas’s field, I bent down and ripped off a green shoot of Austrian winter peas. I took a bite. Inedible? No, delicious! Thirty acres of the most tender and sweet pea shoots I’d ever tasted. (Harvesting the leaves would somewhat reduce the amount plowed back into the soil, but the plant’s soil benefits would remain.) In the distance I could make out a field of mustards. Klaas plants Tilney mustard, similar to the spicy green you find in a mesclun mix. I realized I wasn’t just looking at a cover crop. I was looking at a salad bowl.

What Farm-to-Table Got Wrong – NYTimes.com.

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Using mp3s to make the case

I own two very simple recording devices that I use in interviews and sometimes just to get a recording of the sounds of a market when visiting. In my own work, here are the two that I use:

They are both very useful and not that expensive, but sometimes just using a site that records short mp3s is all that is needed. This came up again this week, as we are hoping to use this technology in reporting to a funder on a project that I am working on and wanted project partners from across the country to record short sound bites. As an example, check out my recording which took 4 minutes to record and upload to my website:
HPMG mp3

And here is the link to the free mp3 site that I used

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Let’s be clear: Independent Contractor or Employee?

One of the projects on which I will be working (TBA soon) may help to address some of the employment issues that I see within food systems, especially markets. Here is one of those issues, how markets employ their market staff.
This is from the IRS website:

“You are not an independent contractor if you perform services that can be controlled by an employer (what will be done and how it will be done). This applies even if you are given freedom of action. What matters is that the employer has the legal right to control the details of how the services are performed.”
——————————–
The decision is based on three areas:

Behavioral: Does the company control or have the right to control what the worker does and how the worker does his or her job?
Financial: Are the business aspects of the worker’s job controlled by the payer? (these include things like how worker is paid, whether expenses are reimbursed, who provides tools/supplies, etc.)
Type of Relationship: Are there written contracts or employee type benefits (i.e. pension plan, insurance, vacation pay, etc.)? Will the relationship continue and is the work performed a key aspect of the business?

Independent Contractor (Self-Employed) or Employee?.

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Four young farmers start Stone Soup Farm Co-op, on front of worker-owned farm trend | GazetteNet.com

As a supporter of the US Federation of Worker Cooperatives, I hope that the expansion of worker cooperatives is as wide as the marketing cooperatives were in an earlier time among farmers. I would like to see market organizations spend some of their time searching for funding to add new farmers and especially encourage new cooperatives. Cooperatives might be especially useful within certain types of markets, like food security markets.

“Each person manages a specific part of the farm. Barnett is in charge of the harvest and what gets included in the CSA shares, as well as some aspects of crop production such as irrigation. DiLorenzo does the bookkeeping, office work, and creates daily and weekly plans to make sure production is on track. Harro oversees the greenhouse production and seeding, and Man takes care of the chickens, maintains the equipment and oversees the apprentices.The four worker-owners, who all live in Hadley, receive equal monthly stipends as pay and if there are any profits at the end of the year, they will get dividends. They declined to say how much their stipends are.”

Four young farmers start Stone Soup Farm Co-op, on front of worker-owned farm trend | GazetteNet.com.

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Why Some Communities Foster More Entrepreneurs Than Others – Richard Florida

I remember when some NGOs involved in farmers markets begin to use the term social capital a decade or more back to describe the benefits that markets extend to their community. Some partners raised their eyebrows when we used it, while others enthusiastically agreed and assisted markets in describing it and measuring it. Florida’s work was extremely helpful in that process.
Increasingly, the research shows that understanding and growing social capital is vital for entrepreneurial activity to flourish in lieu of a defined network. For rural and/or new farmers, this may be why the farmers market movement is necessary to their business planning, even with food hubs and other outlets wanting their products.

But new research shows there’s clearly more to the story than just individual skill, pluck, and ambition. The study, by Temple University’s Seok-Woo Kwon, the University of Missouri’s Colleen Heflin, and Duke University’s Martin Ruef, examines the relationship between self-employment levels and community support structures across America’s metro areas. Published in the December issue of the American Sociological Review, the authors argue that the strength of local social networks and trust — using the term “social capital,” popularized by Harvard sociologist Robert Putnam — plays a major role in whether a city is able to foster a culture of self-employment and entrepreneurship.

Why Some Communities Foster More Entrepreneurs Than Others – Richard Florida – The Atlantic Cities.

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How the Local Food Economy Is Challenging Big Food

This is a good article, but I wonder why the writers of these feel the need to use that condescending tone towards farmers markets to talk about intermediate sales for growers?
I do feel like this is market organizers issue as well; that we need to embrace the need for the food system to grow past our boundaries and to understand what our markets offer and what they do not: Markets bring family table shoppers and producers interested in direct sales together; that action allows a great deal to begin and to grow and the work to properly manage those efforts is harder than organizers get credit for. That the many benefits of markets should be understood and shared with fellow food system organizers to better replicate and expand models into new arenas. That markets need to work with food hubs, micro-farms and Farm To Institution initiatives to allow some of our growers to supply those chains, and to safeguard the values of health and wealth equity and to keep inviting new people into the system.

There’s no template for food hubs, and every one is different. Some focus on working with retailers, gathering food from local farms, branding it and then selling it to grocers. Others partner with growers. The Agriculture and Land-Based Training Association in California’s Salinas Valley, for instance, began by consolidating produce from growers and coordinating distribution to stores in 2001, later adding farmer services like education and crop planning. By 2011 it had sales in excess of $3 million. Others still are expanding into light processing. Last summer, Eastern Market began buying excess produce from farmers at the end of market day during peak season and freezing it for resale over the winter.

How the Local Food Economy Is Challenging Big Food – Next City.

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You Get What You Measure

I look forward to this measurement workshop, which I plan on attending. It is open to the public and the cost is very reasonable, so anyone in the Baltimore area might want to join or look at their other opportunities. I am currently involved in a few evaluation projects, at implementation (market) level and at the creation level-at least one with the Farmers Market Coalition. I hope to announce another of those projects soon on this blog (meaning as soon as the funder is ready to announce!). In the meantime, I hope many of you saw the announcement we made about the FMC/Knight Foundation Farmers Market Metrics Prototype project which is rolling merrily along:

Knight Foundation Prototype Grant

Yellow Wood You Get What You Measure

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Innovation through your people

Read a recent article on innovation, and I think the point about how to keep innovation alive, even with departing staff (or board) is crucial for market and food organizations to think about.

“Organizations really need to reexamine their management attitudes and practices within a new and more sophisticated framework of innovation. It is important that everyone actively seek out and support the human agents of innovation through, not only the best practices of good management, but also creative initiatives aimed toward innovation at all levels of the business. Assuming a degree of mutual trust and respect has been properly developed, when good people get ready to leave, organizations need to step up their efforts to maintain some sort of ongoing relationship.

A much broader, more human-centered framework for innovation may take on many forms, but could include a range of opportunities to have departing talent on the hook as speakers or mentors within a group. There should also be incentives to build joint ventures with the most entrepreneurial of the bunch, including seed money for new enterprises that feed into market niches of the organization’s endeavors.”

And if you missed this free workshop offer in an earlier post, here it is again:

https://darlenewolnik.com/2014/03/10/free-human-centered-design-workshop-offered/

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Childhood hunger

Link to a NBC news story about kids who only eat in school; this is an epidemic problem within the industrial food system that those of us working to build an alternative system must address in our initiatives. We can assist those working on school food issues by using our place and products to offer comfort and good food with just a little incentive…

How about markets offering a case of free fruit near the end of the day so kids have it for later in the day or offering a market incentive for high marks (think 5.00 token to the A students)? That token, along with bus tokens and all offered during SNAP incentive seasons could allow families to expand their time together and expand their meals.

http://www.nbcnews.com/nightly-news/invisible-problem-kids-who-only-eat-school-n55111

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Be a sign up genius

Whenever I get to farmers market conferences, I learn a few new things: this time, I learned about signupgenius.com from Jaime Moore, Columbus area market manager, Ohio Farmers Market Management Network Board member AND “Central Ohio’s Agricultural Queen” with farm Wayward Seed.

Jaime uses it to manage her three area farmers markets volunteers and based on her to-do list, she needs it…
It looks like a great tool to use (and is free) for market organizations of many sizes and types.

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2014 Small Farmers Conference in Jackson MS

The 23rd annual Alcorn State University Extension Program (ASUEP) Small Farmers Conference, slated for March 24-26, 2014, will be held at the Jackson Convention Complex, 105 E. Pascagoula St., Jackson, Miss.
“Using Smarter Innovations to Strengthen Agriculture” is this year’s conference theme. The event is co-sponsored by ASUEP and the Mississippi Association of Cooperatives (MAC).

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Free Human-Centered Design Workshop Offered

IDEO.org is happy to announce the second iteration of Human-Centered Design for Social Innovation, a course that we’ve created in conjunction with Acumen. This seven-week course will get you started using the human-centered design process to create innovative, effective, and sustainable solutions for social change in your community. Last year, we had over 13,000 people sign up for this course. They formed over 4,200 design teams bringing human-centered design to 134 countries. Want to learn more? Watch this short video.

How does the course work? This course is designed with a group-guided learning structure. This means that in order to participate, you’ll need to form a team of between two and six people. Once you have your team, you’ll meet each week to learn the human-centered design process via the readings and workshop materials that we’ve created for you. Along the way, you’ll also tackle a social sector design challenge in your own community.

How much does the course cost? The course is free.

When does the course start and how long does it last? The course begins on March 31, 2014 and is designed to be conducted over a minimum of seven weeks. However, you can also choose to do the course over a longer period of time if a different pace is right for your team.

Do I need to be a designer to sign-up for the course? This course is open to all and does NOT require any prior design experience.

What if I’ve taken the course already? We’ve created a bonus chapter for those who want to scope their own design challenge. Even if you learned with us last summer, please consider furthering your knowledge of human-centered design by joining us again!

Who else is taking the course? You’ll join teams from around the world taking this course as part of the leadership classes offered by Acumen. Last year, many participants found it valuable to take the course with their coworkers and explore how human-centered design can add new perspectives to their work–whether it be applied to nonprofits, social enterprises, educational institutions, or international aid organizations. In addition, you’ll have the opportunity to share your learnings, ask questions, and get to know other course participants from around the world via an online Google+ community.

Interested in signing up? Register by March 30th at: http://plusacumen.org/courses/hcd-for-social-innovation/.

More information? +Acumen course ambassadors are holding precourse Meetups in cities around the world. Attend a Meetup to learn more and to meet other human-centered designers interested in taking the course. More questions? Email HCDCourse@IDEO.org

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