morning session w leslie
TRANSCRIPT
Why People Want LocalFood quality
Greater food safety and traceability
Reducing one’s food footprint
Creating and retaining businesses and livelihoods
Greater social cohesion and sense of community
• Buy Local, Buy Fresh ---- Branding• Local is the new organic• Exponential growth of farmers
markets• Celebrating Rural & Regional Flavor• Country is re-examining our values• Foodies and ‘locavores’ spread the
word• $$$ for infrastructure on the way --
USDA
Favorable Trends
Local food opportunities
Demand and supply for local food has grown in recent years despite the recession
In 2011, over 85% of consumers reported that they choose a grocery store on whether or not they stock local food
In 2011 there were over 7,000 farmers markets compared to 340 in 1970 & more than 4,000 CSAs
The USDA estimates local food sales to reach $7 billion in 2012
Shorten the supply chain – from farm
Shorten the supply chain – to the fresh plate
What is the recipe for local food system
economic impact?
Food Brand StrategyBrand strategy interdependent with business
development services and food sector incubation
Brands are market driven by supply chain demand & consumer education
Brands rooted in local value chain model as theory of change
Brands provide perceived value for entrepreneurs to participate in training & evaluation
Creating local foods earning opportunities for farmers, food producers, food markets, food events and local food enterprises
within a 30 mile radius of Athens, Ohio
The Mission of The 30 Mile Meal Project
Recognizable identity within the regionEffective marketing tools that drive
collaboration & new partnershipsCreated buzz in the region as food economy
strategyOpportunity for peer networks & licensing of
brand strategyMultiple public & private funding streams to
prototype 30 Mile Meal efforts
Replicating the 30 Mile Meal
Our first 30 Mile Meal Pioneers:Licking County, Ohio
Huntington, West VirginiaYoungstown, Ohio
What We’ve
Learned
Financial Support Capacity
Membership Fees
Underwriting CampaignsSponsorships
Donations
Merchandise Sales
Value Chain Services
In-kind from Stakeholders
Four Principles of Wealth Creation
1. Focus on place2. Incentivize collaboration3. Create multiple forms of wealth4. Emphasize local ownership
Traditional Supply Chain
Production Processing Distribution Marketing Consumption
Traditional Supply Chains: push supply to the next node in the chain
Mapping the Local Food Value Chain
Stages of Development of Local Food Value
Chains• Social• Individual• Intellectu
alEmerging
• Built • Political• Financial
MatureNatural
Local food impacts headlines
Athens Farmers Market: 40 years strong, over 100 vendors & estimated $3million in sales in 2011
ACEnet Food Ventures Center: 16 years of operation, over 260 food enterprises served & $28 million in aggregate tenant/user sales
30 Mile Meal brand: over 130 stakeholders committed to growing, producing, sourcing and marketing local foods
A Mature Local Food System Sustainable and diversified
agriculture Farmers and food producers are
using multiple market channels Production can go to scale – all
formsConsumer demand has been
cultivated (consumer education, innovative market branding and partnerships, and access)
Collaborating for mutual benefit
The wealth creation approach is not about charity but about meeting market needs. Making economic connections in ways that create mutual benefit
It emphasizes the values that areas naturally share with external markets. These might be clean water, healthy food, vibrant families, healthy soil, reduced energy use, etc.
Creating economic connections based on shared values leads naturally to mutual benefit. Value chains can create win-win situations for everyone along the chain
The focus of this approach is on how people in low-wealth places can benefit from the wealth they help to create
• Area farmers• Farmers
producing value-added
• Small food producers
• Local processors
• Dairy processors
• Meat processors
Food Produce
rs & Processo
rs
• Farmers markets
• Farm stands, pick your own farms
• CSA’s, good food box programs, e-commerce subscription
Direct Sales
• Produce auctions
• Farm market retailers
• Food hubs• Regional
produce distributors
Aggregators,
Distributors &
Brokers
• Restaurant associations
• Educational programs
• Grocery store chains & associations
• Retail associations,
• Farm to School buyers
Wholesale
Buyers
Retail Market Partnerships
Larger Market Partners
• Chamber of Commerce, Civic groups
• Healthcare initiatives
• Farm group associations
• Food bloggers• Farm to School
parents & advocates
• Slow food chapters, dining clubs
• Heritage & Tourism groups
• Farm Organizations: OEFFA, IFO, Farm Bureau
• Economic Development
Consumers
& Non-profit
partners
• Traditional print newspapers
• TV affiliates• Local radio
stations• Educators –
Journalism, Media or Vis-Comm Schools
• Food blogs• Food facebook
pages, tumblr, twitters, etc.
Media
Local Media Spreads the Word
• Local banks• CDFI’s• Venture Capital
funds• Financial
planners• Insurance
vendors
Banks, Finance Institutio
ns
Emphasizing investment for long-term gain
Much of traditional development focuses on short-term consumption: how much money people have to buy things today
A focus exclusively on consumption cannot build a sustainable system
Continual reinvestment in assets is necessary to produce tomorrow’s income
Mapping Our Local Assets Each of communities have unique assets Assets vary between emerging &
established food economies Often assessment starts with
stakeholders in the inner circle of the value chain
Support stakeholders of equal importance to the viability of the brand program