GreenStar Community Projects Update on Progress: Met with client SWOT Analysis: To begin our consulting process, we compiled information from our preliminary client meeting and research conducted by our team on the external operation and internal organization of GreenStar Community Projects. We gathered information from the GreenStar Co-op page, foodjusticesummit.org, Hot Potato Press, and reports provided by the client. Our main focus during our consulting process, at the request of GSCP, is the organization’s web presence and branding. Our secondary focus is the internal organization of GSCP and the Feeding Our Future Network. Keeping in mind the ultimate goal of fixing the food system, we analyzed the organization’s strengths, weaknesses, opportunities, and threats (SWOT). The results of the SWOT Analysis are presented below. Strengths

- Support and Affiliations: GSCP benefits from support by its parent, GreenStar Cooperative Market, and the Park Foundation. They provide funding for many GSCP initiatives. In addition, GSCP receives private donations, volunteer contributions, and Alternative Gift donations.

- Network: The Feeding Our Future Network, is made up of over 170 organizations and

initiatives within Tompkins County. The formation of the network, spearheaded by GSCP, was a crucial step towards changing the food system in Tompkins County. It

allows the various food initiatives to pool resources and increase efficiency instead of competing.

- Community Initiatives: The Food Justice Fair, Community Dinners and Hot Potato Press projects spur food justice discussions and strengthen community support for GSCP. The Food Justice Fair and Community Dinners are ideal for sparking conversation amongst the general public while Hot Potato Press acts as the voice of the Feeding Our Future Network.

Weaknesses

- Limited Staff: GSCP has a single devoted employee; Ms. Holly Payne. While plans for full-time are in the works, the entire organization is currently staffed by her alone.

- Organizational Structure: The sheer number of organizations in the Feeding Our Future

Network make internal communication an issue as it is often quite difficult to reach a consensus with such a large group. In addition, overlapping initiatives and competition are potential hindrances to the efficiency of the network.

- Branding: There are two main weaknesses with the GSCP public identity. First, it is

difficult to discern GSCP’s relation to its own projects (Hot Potato, Food Justice Fair, etc) and difference from GreenStar Co-op. Secondly, the Feeding Our Future Network shares its name with a food initiative by the Sodexo Corporation.

- Web Presence: GSCP has a scattered and inconsistent online identity. As the

organization and its initiatives have changed, the information online has failed to keep pace; a problem made worse by lack of employees. The GSCP web page (foodjusticesummit.org) is outdated and does not reflect the status of the organization in a cohesive way, amongst other issues. An individual attempting to learn about or become involved with the organization would have difficulty gathering timely information.

Opportunities

- Employees: Any increase in GSCP’s workforce would be a boon for the organization. Community volunteers or Interns from Ithaca College or Cornell University would allow Holly Payne to spend more time on important tasks and increase overall productivity.

- Public Identity: By developing a cohesive image in the eye of the public, GSCP (and Feeding Our Future) can strengthen community involvement and increase recognition of initiatives.

- Outreach: Increased external communication, in the form of newsletters, website

updates, or social media posts, would be undoubtedly beneficial for GSCP. Soliciting donations, gaining volunteers, and promoting community conversations depend on consistent outreach.

- Internal Communication: By developing a common goal, long-term plan, quantifiable

measurements, and an internal communication platform, GSCP and the Feeding Our Future Network could greatly increase the overall chance of success.

Threats

- Funding: As a non-profit, the existence of GSCP depends heavily on the financial success of GreenStar Co-op and support from the Park Foundation or similar organizations. GSCP must continually seek new sources of funds and proactively monitor its monetary resources.

- Internal Instability: With a single worker facilitating multiple initiatives, including

Feeding Our Future, internal stability is a constant concern for GSCP. Maintaining cooperation and unity amongst all members of the network is crucial to its long term success and highlights the need for a reliable communication platform within the organization.

- Industry Backlash: GSCP and the Feeding Our Future Network should be vigilant of

resistance to their initiatives by the powerful players in the industrialized food system.

Logic Tree: Logic Trees start with one larger concept and break the issue down into smaller pieces. The transition should seem to be from a general problem to a specific one, or a strategy to a set of related tactics. Not all branches of the logic tree are intended to see the final report, they are easier to consider as a brainstorming method to decrease abstractness of concepts. Limited Staff

● Limited ability to pay workers ○ Volunteers ○ Interns

● Lack of outreach ○ Difficult for interested individuals to get involved

■ Need clarification on website ■ Need presence on volunteer/employment websites ■ Need presence in IC and Cornell databases

○ Reaching out requires time and energy ■ Difficult for short-staffed organization ■ Need workers to get workers

Organizational Structure

● Competing interests and overlapping initiatives ○ Need definitive goal

■ Fix food system ○ Need plan to reach goal

■ Roadmap in progress ○ Need specific measurements

■ Development of metrics is in progress ● Lack of communication amongst network

○ Need communication platform ■ Identify uses for platform ■ Identify potential products/services ■ Select, purchase, and begin using

Branding and Publicity Issues ● Identity Crisis

○ Confusing distinction btw. GreenStar Co-op and GreenStar Community Projects ■ Decide importance of affiliation

● GreenStar name well recognized but some are biased for/against ■ Clarify difference/affiliation

● Differentiate on web (easiest) ○ Clearly define GSCP on GreenStar Website ○ (or) Link GSCP tab to entirely separate web page

● Change name of Community Projects (more difficult) ○ “Feeding Our Future” already in use by Sodexo

■ Need to re-brand network ○ Identify mission, characteristics, and voice of desired brand ○ Synthesize ideas for new name ○ Come to decision as group

● Web-presence ○ Lack of time or skills to maintain web presence

■ Learn basic functions of Wordpress (Holly) ■ Outsource task to Intern

○ GreenStar Website ■ GreenStar.coop > Comunity Tab > GSCP (to find page)

● Difficult to discern what exactly GSCP and FOF are at first glance ○ Simplify text and group important info ○ Clearly define GSCP as separate from Co-op ○ Clearly define Feeding Our Future and its affiliation ○ Describe Hot Potato and link to page

■ Food Justice Summit (foodjusticesummit.org) ● Name does not reflect GSCP affiliation

○ Change page name and make GSCP logo larger ● No mention of Feeding Our Future

○ Make Feeding Our Future tab on page ○ Link to Hot Potato

● Last post from June 2013 ○ Stay updated!

○ Hot Potato Press ■ Nice design and content

● Mentions GSCP at top of page ● Various food and food security articles ● Website frequently updated

■ Mix of food articles and networking function is confusing ● Defines FOF under “Network” tab ● “Network” tab informative but needs work

○ Shorten description ○ Post updates about FOF ○ Consider making “Network” tab stand out from rest of site

○ Social Media ■ GSCP has Facebook page but has not been updated

● Need to update basic information and pictures ○ Maintain weekly or bi-weekly updates on GSCP projects

● May need tutorial on how/what to post ○ Possibly give to manager of Hot Potato Twitter/Facebook ○ Possibly delegate to intern

Prioritization: 180 Degrees prioritizes in two ways, the first of which estimates the social impact against the financial burden required, and the second measures the social impact against the non-financial difficulty in implementation and upkeep. We intend to pursue the tasks that favor social impact heavily in both categories. This section is important because if we have misjudged a task and should instead be working on another activity, this is the most beneficial place to let us know. The actions given the highest priority by our consultants are below, and should you agree, these are the actions which we will look into and present in our final report. (Not listed in any particular order.)

- Organization of web presence - Re-branding strategies for Feeding Our Future Network - Internal communication platform for Feeding Our Future - Recruitment of interns and volunteers

Thank you for your time, please feel free to ask questions about any part of the process.