Empowering Women through the Locally Grown Foods System

1. Empowering Women through the Locally Grown Foods System 2010 National Women in Agriculture Educators Conference March 24, 2010 Baltimore Tremont Plaza Hotel, Baltimore, MD Presented by: Brandy Brabham, Jodi Richmond and Jennifer Williams West Virginia University Extension Service

2. Historic Look at US Farms Number of Farms, 1978 to 2007 • The 2007 Census of Agriculture counted 2,204,792 farms in the United States, a 4 percent increase from 2002. The number of farms nationwide has been on a declining trend since World War II. The latest figure indicates a leveling of this trend, with a net increase of 75,810 farms. Source: 2007 US Census of Agriculture

3. How Do Women Compare? When compared to all farms nationwide, those with female principal operators tend to be smaller both in terms of size and sales. However, women are more likely to own all of the farmland that they operate. Source: 2007 US Census of Agriculture

4. What Do Women Produce? Women-operated farms tend to be diverse. Women are much more likely than their male counterparts to operate farms classified as “other livestock farms,” a category that includes horse farms, or “all other crops,” which includes hay farms. Men, meanwhile, are much more likely to run grain and oilseed farms and beef cattle operations. Source: 2007 US Census of Agriculture

5. How Far Does the Average American Meal Travel? A major study called "Food, Fuel, and Freeways" recently put out by the Leopold Center for Sustainable Agriculture in Iowa compiled data from the U.S. Department of Agriculture to find out how far produce traveled to a Chicago "terminal market" -- where brokers and wholesalers buy produce to sell to grocery stores and restaurants. Source: http://www.leopold.iastate.edu/pubs/staff/files/food_travel072103.pdf

6. How Far Does the Average American Meal Travel 1500 miles

7. The 30,000 Mile Dinner Main course Beef steak from the Midwest……………………………… 1,000 mi Baked potato from Idaho……………………………………. 1,800 mi Salad Lettuce from Mexico or California…………………… 2,000 mi Sweet onion from Peru………………………………………… 3,400 mi Cucumber from Mexico……………………………………….. 2,000 mi Carrots from California………………………………………. 2,000 mi Tomato from Mexico and gassed on its trip to turn red………………………………… 2,000 mi Fruit plate Grapes from Chile……………………………………………… 4,500 mi Banana from Ecuador………………………………………….. 2,700 mi Canned pineapple from Thailand………………………. ……. 8,600 mi Total Miles Traveled…………………………………………… 30,000 mi

8. Foodbourne Illness Outbreaks • 1993 E. Coli 0157:H7 Tainted Ground Beef • Improperly cooked • 4 died 641 infected • 2003 Hepatitis A Green Onions from Mexico • Likely due to handling procedures • 3 dead 500+ contracted • 2006 E. Coli 0157:H7 Bagged Spinach • Contaminated irrigation water • 3 dead 104 hospitalized • 2008 Salmonella Peppers & Tomatoes from Mexico • Contaminated irrigation water • 2 dead 1442 infected • 2009 Salmonella Peanut butter • Unsanitary conditions • 8 dead 575 sick

9. Health & Nutrition Concerns • Obesity Type II diabetes Heart disease High blood pressure Osteoarthritis Asthma Certain Cancers Stroke & many other problems

10. Growing Interest in Local Foods • Nation is experiencing a local food movement (Capture the Momentum) • Average American meal travels 1,500 miles from farm to plate (Environmental Concerns) • Demand for fresh & raw products is growing (Chefs/ “Foodies” & Health & Nutrition Concerns) • More and more people like the idea of knowing where their food comes from (Food Safety & Security)

11. Growing Interest in Local Foods

12. Growing Interest in Local Foods

13. More Shopping at Farmers Markets jklj

14. Increase in Food Preservation • Over the last year we have seen increases in seed sales, home gardens, and now canning. • The Jarden Corporation, manufacturers of both Ball and Kerr jars, reports 30% sales increases in these products, and that's on top of a 30% increase from the previous year.

15. Marketing is Key to Success in Local Food Production**************Local Foods is a Niche Market and needs to be planned for accordingly

16. How do You Get started? • Don’t get overwhelmed • Use quality resources • Know what questions to ask • Think about personal preferences & strengths • Use a combo of approaches to see one that works best for you

17. Why Direct Market • Get a better price than commodity market • Small to mid-sized farmers don’t have quantities preferred by the commodity market • Small quantity can appear unique & special to consumers • Ability to emphasize freshness and quality of your product to customers

18. Direct Marketed vs. Commodity Market

19. Direct Marketing Options The sell of a product you produced directly to the consumer • Farmers Markets-a group of farmers selling their products, in set location, on set schedule • On-Farm Store-permanent structure on the farm to operate year-round & offer more variety than roadside stand. • Roadside Stand-a booth or table set up along a roadside on or near the farmers property during the growing season. • Agritourism-any farm enterprise that has a main focus of entertaining a customer as the product or one of the products to sell. • Community Supported Agriculture (CSA)-selling shares or subscriptions to the season’s crop in advance of the season to provide a weekly batch of produce.

20. Farmers Market

21. On-Farm Store

22. Roadside Farm Stand

23. Agritourism • Educational tours • Petting zoo • Hay rides • Horse back rides • Company parties • Weddings • Farmer for a Day • Pay Ponds • Overnight stays • Much more! • 

24. Community Supported Agriculture (CSA)

25. Buyers’ Club • Customers Chose Selection • Point Person Organizes Orders from Group of Growers • Need Diversity

26. Pick Your Own

27. Community Garden • Share Knowledge • Trade Produce • Rent Plots

28. Seed Exchange Groups • Good Source for Heirloom Varieties • Other Way to Market Crops

29. Internet Marketing • Reach a large audience • On-line Directories vs Own Website • Don’t Forget Social Networking Sites (ieFacebook)

30. Production Methods • Crop/Livestock Diversification • Season Extension • Value Added Products • Aquaculture/Aquaponics • Naturally Grown or Organic Production

31. Crop/livestock diversification • Minimizes risk by decreasing dependence on a particular crop or species • Pests & Diseases have less impact • Can have beneficial environmental impacts (soil fertility, etc.) • Examples: • Grazing sheep & cattle • Raising corn & beans • Sunflowers & soybeans

32. Season Extension Length of the growing season is a marketing challenge in many areas of the US including WV. Buyers need supplies year-round. Quality suffers/Storage space required/ Growing season doesn’t always match the season of demand/ financial challenges • High tunnels • Greenhouses • Row covers • Storage facilities

33. Value-Added Products • Farm products that are worth more than the commodity market price because of some special feature. • Earn a greater portion of the consumers’ food $$$ • Ready-to-eat products open up more markets • Options-home kitchen, co-packers, renting facilities to do your own processing, invest in facilities/equipment to do large-scale processing • Examples: • Pre-cut bagged salads, veggies, etc. • Salsas, jams, specialty sauces & spreads, etc. • Seasoned sausages, jerky, snack sticks

34. Aquaculture/Aquaponics • Can be either large or small scale production of plants, fish, mollusks, or crustaceans • Almost ½ the seafood in the American diet is now farm raised which has environmental and economical impact • However, some production systems require ↑ investment and ↑ expertise • Examples: • Hydroponic tomato production • Tilapia production

35. Naturally Grown or Organic Production • Naturally Grown – producers are certified by Certified Naturally Grown, Inc. (non-profit organization) • Network of farmers inspecting each other’s farms as needed • Organic – grown without synthetic fertilizers or pesticides • Must be certified by USDA to label as “organic” • Producers must keep detailed records which are then inspected

36. Do Your Homework • Local, State & Federal Regulations • Growing Requirements • Market Availability, Trends, & Competition • Food Handling & Food Safety • Liability • Pricing • Branding, Labeling & 3-Party Certification • Internet Marketing • Talk to Other Farmers • Use Agency/Resource People

37. Resources

38. Challenge • YOUR NEXT LOCAL “BIG EVENT” • Use only locally produced foods At the WV Small Farm Conference in Feb. 2009, WVU Extension spent $5,000.00

39. Questions or Comments? Thanks For Attending! Brandy Brabham, WVU Extension Agent, Calhoun/Roane County Phone:(304) 927-0975 Email: brandy.brabham@mail.wvu.edu Jodi Richmond, WVU Extension Agent, Mercer County Phone:(304) 425-3077 Email: jodi.richmond@mail.wvu.edu Jennifer Williams, Director, Agriculture and Natural Resources Phone:(304) 293-2560 Email: JOWilliams@mail.wvu.edu