Increasing Production Knowledge & Profitability of Urban, Small & Diversifying Farmers

1. Crystal Weber Community Development Specialist University of Missouri Extension Increasing Production Knowledge & Profitability of Urban, Small & Diversifying Farmers

2. The Kansas City metro offers a growing number of outlets for fresh, locally grown produce, value-added foods and meats. Individual, retail and institutional buyers seek access to new growers and producers and local products to diversify production lines. Specialty crop growers, experienced farmers, small landowners and urban dwellers are seeking to diversify earnings potential or being second careers lack access to relevant, research-based educational programs.

3. Kansas City Metro Area

4. Growth of Local and Direct Marketing • US Growth in Farmers Markets • 2004 3,706 • 2008 4,685 • 2012 7,864 • Nationally that is an increase of nearly 9.6%* *USDA-AMS data collection from 1994-2012 • KC Metro Growth in Farmers Markets • 2004 27 • 2008 34 • 2012 49 • KC Metro increase of nearly 44%* *MU Extension data collection from 2004-2012

5. Community Supported Agriculture (CSA) programs 5 CSAs in 2004 Marketing as ‘Certified Organic’ or using ‘Organic growing methods’ 13 in 2012 Range from ‘Certified Organic’ to Grocer/Retail CSAs Growth of Local and Direct Marketing

6. Growth of Local and Direct Marketing

7. Growth of Local and Direct Marketing • University and non-profit support is bolstering the local purchasing efforts of: • Hospitals • Restaurants • School Food Service • Grocery/Wholesalers

8. This project will allow participants to experience two hands-on workshop series that will increase production and business development knowledge and abilities. • Grow Your Farm • Growing Growers

9. Crystal Weber • Community Development Specialist, University of Missouri Extension Metropolitan Food Systems Team • Grow Your Farm • Marlin Bates • Horticulture Specialist, University of Missouri Extension Metropolitan Food Systems Team • Growing Growers Project Team

10. Kansas State University Research & Extension Lincoln University (MO) Extension Additional G.G. project support partners Area direct-marketing agricultural producers Project Collaborators-Growing Growers

11. Local USDA-NRCS • Local Small Business, Technology and Development Center • Independent Social Media Contractor • Independence Economic Development Council • Ennovation Center • Area direct-marketing agricultural producers Project Collaborators-Grow Your Farm

12. Audience Emphasis-for both programs • Small farm & ranches • Women producers • Retiring/transitioning producers • Socially disadvantaged producers • Limited resource producers • Immigrant producers • Specialty crop producers • Sustainable producers • Value-added producers • Producers converting production & marketing systems • Metropolitan producers

13. Extension newsletters, list-serves and client consultations Local grower list-serves Facebook Missouri Farmers Market Association Missouri Sustainable Agriculture, Research and Education program Local and state USDA offices 1890 Land-Grant University Local Congressional field offices City Council member offices Marketing Efforts

14. Kansas City Metro Area* Acreage Pop. KCMO 319 480K KC Metro 7952 2.085K US Rank 16 30 *US Census

15. Educational Program Series • Growing Growers • A production-focused, year-long series aimed at: • Increase existing farm productivity • Increasing the # of new farms in the metro • A project of MU Extension, KSU Research & Extension, Cultivate KC and Lincoln University (MO) • Grow Your Farm • An agri-business development series aimed at: • Increasing existing and new agri-businesses in developing the skillset to plan for and manage their business • A University of Missouri Extension curriculum

16. Reasons for participation

17. A seasonal approach to offering educational and hands-on learning to market growers, utilizing university research & extension, a broad range of firsthand experiences from seasoned farmers and allowing participants to explore this knowledge throughout an entire year. Growing Growers

18. Growing Growers • Plant Propagation & Production Planning • Basics of planning field maps, scheduling plantings, transplant production options and basic seed starting. Host farm review their production planning methods.

19. Growing Growers • Understanding & Managing Soil • Introduction to soil structure & qualities, building and maintaining soil health and nutrient management. Discuss "at home" and laboratory soil quality tests and host farm discusses use of cover cropping to build and maintain soil quality.

20. Growing Growers • Small Equipment & Irrigation • Basics of drip irrigation in providing efficient water. Understanding of different options of water sources and systems available to growers. Host farm provides hands-on demonstration of small farm equipment and discuss tractor safety and operation

21. Growing Growers • Introduction to Fruit Production • Basic production principles for a variety of small fruit including: blueberries, raspberries, blackberries, strawberries, and grapes. Look at field trials of fruit at area botanical garden.

22. Growing Growers • Post-Harvest Handling & Market Prep • Discuss keeping produce fresh and utilizing proper food safety practices to ensure a quality product for market.   Discuss GAPs, food safety practices and potential sources of on-farm microbial pathogens. Host restaurant will discuss how to make connections with and prepare produce for wholesale markets.

23. Growing Growers • Insect, Disease & Weed Management • Explore various, research -based tactics of Integrated Pest Management (IPM) for sustainable fruit and vegetable production. Host farm will discuss current, on-farm management strategies.

24. Growing Growers • Farm Business Planning & Management • Address business planning & management with outline of basic steps for developing and implementing a successful business plan. Host farm will discuss basics of business management as well as their experiences developing their own business.

25. A series approach to introducing participants to business concepts through instructor-lead presentations, participant homework, group activities and farm visits to individuals putting their agri-business plans to work. Grow Your Farm

26. Grow Your Farm • Identifying Values & Creating Goals • Identify personal and family values, begin farm visioning process and begin to develop farm mission statement and goals by utilizing values & vision.

27. Grow Your Farm • Walking the Farm • Learn to assess and identify on-farm resources, land and water. Begin an inventory of all farm buildings, equipment, soils, waters, easements, dangers and more.

28. Grow Your Farm • Assessing Opportunities • Understand the importance of market demand, diversification to manage risk and how to match opportunity to market demand.

29. Grow Your Farm • Planning Your Farm • Understand the importance of a written business plan, learn the different components and terminology of a farm plan and begin basic outline of your farm plan.

30. Grow Your Farm • Keeping Track of Finances • Understand critical financial terminology, the pros and cons of popular farm recordkeeping tools and begin to utilize these tools on a trial basis to determine best fit.

31. Grow Your Farm • Marketing Farm Products • Understand why marketing is an essential piece of a business plan, learn the three areas of agriculture marketing, increase awareness of alternative marketing options.

32. Grow Your Farm • Understanding Legal Issues • Gain a broad understanding of some of the legal issues agri-businesses face, identify where to find information to assist in understanding legal issues.

33. Grow Your Farm • Presenting Plan to Peers • Incorporate values, marketing & finances into a usable plan. Practice presenting yourself & your business. Get useful feedback from peers.

34. Findings-Grow your Farm • Before series • 19 participants taking part with aid from ERME • Nearly ½ have some produce growing experience • Nearly ½ have NO produce growing experience *Series ends in July 2013 • After series* • Participants are finishing up the program with specific market growing experience • Season extension • Wholesale/retail consumer wants • Displaying foods • Selecting for quality • Food safety measures • Desire to remain connected to other farmers

35. Findings-Grow your Farm • Before series • Seeking to make smart financial decisions • Desire to invest in on-farm processing equipment • Wanting to pass farm to next generation • Seeking to retire from off-farm job and farm full-time • Wants to implement vertical integration techniques into farm operations • After series • Be confident in all my farm decisions • Be happy with my profession • Continue to interact and learn from each other • Going to slow down and do more research/intern on farms • Participants thought the program was well worth the money they paid, but were not willing to pay its true cost.

36. An Autumn follow-up survey to both series participants to better understand how participants did, or did not, implement business principles into their operations and to gain an increased understanding of the long-term knowledge gain that participants have retained. Still to do