new leaf concord grape belt case study...welch’s headquarters closes (2000) grape prices erratic...
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Lake Erie Concord Grape BeltHeritage Development Project:A Case Study in Agriculture Cluster Development
Duncan HilcheyDuncan HilcheyNew Leaf Publishing and ConsultingNew Leaf Publishing and ConsultingIthaca, NYIthaca, [email protected]@newleafnet.com607.342.0259607.342.0259
Lake Erie Concord Grape Belt
Lake Erie Concord Grape Belt AssociationBy Antoni Magri and Duncan Hilchey
E s c a r p m e n t o
f A l l e
g h e n y P l a
t e a uLake Erie
527 M
172 M
Lake Erie Concord Grape BeltTownship of Westfield
Lake Erie Concord Grape Belt Association
Commodity Agricultural Region with Interesting Mix of Challenges and Opportunities
Strong Social Capital
A Unique LandscapeA Unique Landscape
History, Culture, and Tradition
Economic Development Opportunities
CGB Cluster EvolutionCGB Cluster Evolution
Elija Fay: wineElija Fay: wineTable grapesTable grapesWelch familyWelch familyNumerous businesses Numerous businesses locate in the CGBlocate in the CGBOther growing areas Other growing areas come on linecome on lineWineriesWineriesAgritourism studyAgritourism study
Concord Grape Belt Concord Grape Belt ChallengesChallenges
Fastest shrinking county population in NYSFastest shrinking county population in NYSWelchWelch’’s headquarters closes (2000)s headquarters closes (2000)Grape prices erraticGrape prices erraticWeather has hurt harvestsWeather has hurt harvestsCompetition from Washington StateCompetition from Washington StateConsumption of Concord may slideConsumption of Concord may slide……Vineyard consolidation (1,000 and shrinking)Vineyard consolidation (1,000 and shrinking)
Project ObjectivesProject ObjectivesWork with a community with untapped Work with a community with untapped agricultural heritage.agricultural heritage.
Develop strategies, techniques and Develop strategies, techniques and approaches to food and agapproaches to food and ag--related heritage related heritage and regional identity.and regional identity.
Conduct extension and outreach.Conduct extension and outreach.
Encourage the state or federal government to Encourage the state or federal government to recognize recognize ““Agricultural Heritage AreasAgricultural Heritage Areas”” and and provide them with resources and incentives provide them with resources and incentives which support their integrity and sustainability.which support their integrity and sustainability.
A Place at the TableA Place at the TableNomination ProcessNomination Process
CriteriaCriteria–– Palpable identityPalpable identity–– No previous activitiesNo previous activities–– Organizational capabilityOrganizational capabilitySolicited nominationsSolicited nominationsSelected two finalist communitiesSelected two finalist communitiesFinalist site visitsFinalist site visitsChose Concord Grape BeltChose Concord Grape Belt
Team (Partners and Team (Partners and Stakeholders)Stakeholders)
CCE Chautauqua CountyCCE Chautauqua CountyLake Erie Regional Grape ProgramLake Erie Regional Grape ProgramCommunity, Food, and Agricultural Program, Department Community, Food, and Agricultural Program, Department of Development Sociology and AEM at Cornell Universityof Development Sociology and AEM at Cornell UniversityChadwick Bay Regional Development CorporationChadwick Bay Regional Development CorporationChautauqua County Agritourism CommitteeChautauqua County Agritourism CommitteeSeaway Trail, Inc.Seaway Trail, Inc.Westfield Development CorporationWestfield Development CorporationNorth East, PA, Chamber of CommerceNorth East, PA, Chamber of CommerceFredonia Chamber of CommerceFredonia Chamber of CommerceSilver Creek/Irving Chamber of CommerceSilver Creek/Irving Chamber of CommerceChautauqua County Chamber of CommerceChautauqua County Chamber of CommerceDays Inn, FredoniaDays Inn, FredoniaNational Grape Cooperative Growers Cooperative National Grape Cooperative Growers Cooperative Grape Juice Co., Inc.Grape Juice Co., Inc.Cliffstar CorporationCliffstar CorporationCanandaigua Wine CorporationCanandaigua Wine CorporationArrowhead Wine CellarsArrowhead Wine CellarsBaran VineyardsBaran VineyardsWestfield Historical SocietyWestfield Historical SocietyPresque Isle WineryPresque Isle WineryChautauqua County Planning DepartmentChautauqua County Planning Department
CGB Heritage Area ProcessCGB Heritage Area Process
Core group formedCore group formedStakeholders identifiedStakeholders identifiedVisioning and Visioning and strategizingstrategizingMission statementMission statementCommittee developmentCommittee developmentProject implementationProject implementationFormalization Formalization (Incorporation)(Incorporation)EvaluationEvaluationGrowth and Growth and sustainabilitysustainability
The Community AgricultureDevelopment Process
America’s First Product-Specific Agricultural Heritage Area
MISSION: A dynamic and expanding region built upon its Concord grape heritage and embracing all facets of the region’s grape and tourism industries to collectively improve the opportunities and quality of life for all its citizens.
— Tom Davenport, National Grape Coop
CGB HeritageCGB HeritageProject CommitteesProject Committees
Heritage CommitteeHeritage CommitteeMuseum CommitteeMuseum CommitteeTourism/Promotion CommitteeTourism/Promotion CommitteeCulinary Bounty CommitteeCulinary Bounty CommitteeInterInter--industry Committeeindustry Committee
Lake Erie Concord Grape Belt Lake Erie Concord Grape Belt Heritage Association, IncHeritage Association, Inc
Potential benefits:Potential benefits:–– Preservation grantsPreservation grants–– Vineyard Vineyard
preservationpreservation–– Greater local Greater local
appreciationappreciation–– Industry unityIndustry unity–– Tourism Tourism
developmentdevelopment
Community and Economic Community and Economic Development ProjectsDevelopment Projects
CGB Heritage CenterCGB Heritage Center
Interpretive trail and Interpretive trail and DVDDVD
Culinary Bounty Culinary Bounty programprogram
Economic impact studyEconomic impact study
Certified labelingCertified labeling
FarmFarm--toto--schoolschool
Microenterprise Microenterprise developmentdevelopment
Welch’s Building
CGB Cluster OpportunitiesCGB Cluster OpportunitiesPackagingPackagingAgritourism cluster developmentAgritourism cluster developmentMicroenterprise developmentMicroenterprise developmentNew Vineyard labNew Vineyard labHeritage areaHeritage areaCertified heritage productsCertified heritage productsWineriesWineriesOrganic grapesOrganic grapesEmpire ZoneEmpire ZoneExpand cluster to include nonExpand cluster to include non--grape food processing?grape food processing?
Farm SignsFarm Signs
Heritage ProjectsHeritage ProjectsPhoto collectionsPhoto collections““FoxfireFoxfire”” interviewsinterviewsFarm implement Farm implement collectionscollections
New BusinessesNew BusinessesJuiceries, stained TJuiceries, stained T--shirtsshirtsWineriesWineriesDiversification Diversification opportunitiesopportunitiesRecreation and Recreation and entertainmententertainment
Cuisine and ValueCuisine and Value--added added PossibilitiesPossibilities
Grape chutneyGrape chutneyGrape catsupGrape catsupJams, jelliesJams, jelliesGrape piesGrape piesPork loin in Pork loin in grape saucegrape sauce
Restaurant agriculture
Buy-local campaign
Co-packing
Shared-use kitchens
Farm-to-school
Institutional purchasing
Blessing of the Blessing of the grape harvestgrape harvestGrape stompGrape stompJuice and wine Juice and wine samplingsamplingEntertainmentEntertainment
Coordinated Grape Coordinated Grape FestivalsFestivals
Vineyard Tours
Public Education CampaignPublic Education Campaign
Welch’s Building
Concord Grape Belt Museum
Tourism ProjectsTourism Projects
Roadside info kiosksRoadside info kiosksMapsMapsBrochuresBrochuresSignageSignageTrailsTrailsVineyard and Vineyard and processing plant toursprocessing plant toursPullPull--over vistasover vistas
Lake Erie Concord Grape Belt
Lake Erie Concord Grape Belt AssociationBy Antoni Magri and Duncan Hilchey
E s c a r p m e n t o
f A l l e
g h e n y P l a
t e a uLake Erie
527 M
172 M
Label of Controlled Origin (LCO) Label of Controlled Origin (LCO) (proposed)(proposed)
Agricultural Heritage Area owns the license.Agricultural Heritage Area owns the license.–– Lake Erie Concord Grape Belt Heritage Area Label Lake Erie Concord Grape Belt Heritage Area Label
of Controlled Origin. This label certifies that the of Controlled Origin. This label certifies that the producer of this product has met all heritage area producer of this product has met all heritage area qualifications and standards, and that 100% of the qualifications and standards, and that 100% of the key ingredients were produced in the heritage area.key ingredients were produced in the heritage area.
Producer must be a member in good standing Producer must be a member in good standing of the AHA; producer applies to use the label of the AHA; producer applies to use the label and pays an annual fee.and pays an annual fee.AHA designates how the label is used.AHA designates how the label is used.AHA can revoke the license if abuse is AHA can revoke the license if abuse is discovered.discovered.
Concord Grape BeltSchool District Procurement Project
MarketScapeTM
CGBFarm-to-School Program
Increased Sales and Profit?Increased Sales and Profit?
How Are We Doing?How Are We Doing?Figure 1. Concentration on process versus Concentration on results N=18
x
x x
xx x xx
xx
xxx x x
xx
x
1 2 3 4 5 6 7 8 9
Con
cent
ratio
n on
PR
OC
ESS
Concentration on RESULTS
9 8 7 6 5 4 3 2 1
X
Keys to SuccessKeys to SuccessShared sense of fateShared sense of fateShared visionShared visionStrong local organizations and leadersStrong local organizations and leadersPassionate belief that they can affect their Passionate belief that they can affect their futurefutureChecked egos at the doorChecked egos at the doorStrong sense of inclusivenessStrong sense of inclusiveness–– Stakeholders included competitorsStakeholders included competitors–– PennsylvaniaPennsylvania
Industrial cluster approach (growers and Industrial cluster approach (growers and processors, tourism)processors, tourism)Infectious enthusiasmInfectious enthusiasm
New York State New York State ““Heritage AreaHeritage Area”” DesignationDesignation
Formerly called Formerly called ““Urban Parks.Urban Parks.””Certified local government may make a Certified local government may make a nomination.nomination.Legislation must be passed.Legislation must be passed.A management plan must be produced.A management plan must be produced.Finally, the heritage area may apply for Finally, the heritage area may apply for certain preservationcertain preservation--related grants.related grants.
Agricultural Heritage AreasAgricultural Heritage Areas……
…… recognize a recognize a placeplace--basedbased product.product.…… are geographically bounded.are geographically bounded.…… celebrate the communities that have celebrate the communities that have
evolved with the product.evolved with the product.…… protect unique agricultural landscapes.protect unique agricultural landscapes.…… reward traditional production practices.reward traditional production practices.…… encourage stewardship of local encourage stewardship of local
resources.resources.
Potential Benefits of an Potential Benefits of an Agricultural Heritage AreaAgricultural Heritage Area
HereHere’’s What We Hope Fors What We Hope For……Tax incentives and grants from state and Tax incentives and grants from state and federal governmentfederal governmentNew dollars coming in from outside the New dollars coming in from outside the communitycommunityPlugging of economic leakagesPlugging of economic leakagesGreater sense of community prideGreater sense of community prideProtection of natural and cultural resourcesProtection of natural and cultural resources
Cluster Development Cluster Development StrategiesStrategies
Conventional Industrial Cluster Conventional Industrial Cluster Development ApproachDevelopment Approach
Business Gap AnalysisBusiness Gap Analysis
Business recruitment/developmentBusiness recruitment/development
Job trainingJob training
Cluster AnalysisCluster Analysis
What cluster(s) What cluster(s) presentlypresently exist in my region?exist in my region?How big are they?How big are they?What cluster(s) are emerging?What cluster(s) are emerging?What cluster(s) What cluster(s) potentiallypotentially exist?exist?PROCESSPROCESS–– Quantitative (location quotients, shiftQuantitative (location quotients, shift--share share
analysis, inputanalysis, input--output analysis)output analysis)–– Qualitative (keyQualitative (key--informant interviews, focus groups)informant interviews, focus groups)
SWOT AnalysisSWOT Analysis
Informs vision, mission, and project Informs vision, mission, and project planningplanningESSENTIALS:ESSENTIALS:–– Representative participationRepresentative participation–– Interviews, focus groups or bothInterviews, focus groups or both–– Facilitation is criticalFacilitation is critical–– Some people will complain about how Some people will complain about how
obvious some comments areobvious some comments are……thatthat’’s OKAYs OKAY
What Are Some Ways To Help?What Are Some Ways To Help?LeadershipLeadership–– Hosting meetingsHosting meetings–– Establishing core groupEstablishing core group–– Stakeholder analysis and Forcefield analysisStakeholder analysis and Forcefield analysis–– Lead visioning session and SWOT analysisLead visioning session and SWOT analysis–– Key informant interviewsKey informant interviews–– Chairing a committeeChairing a committee
Organizational supportOrganizational support–– Newsletter, mailings, meeting spaceNewsletter, mailings, meeting space–– Serve as a funding Serve as a funding ““passpass--throughthrough”” agencyagency
Project Development and ImplementationProject Development and Implementation–– Grant writingGrant writing–– Report writingReport writing–– EvaluationEvaluation
Annual EvaluationAnnual Evaluation
QuantitativeQuantitative–– Annual survey of cluster stakeholdersAnnual survey of cluster stakeholders–– Cluster sustainability indicatorsCluster sustainability indicators
E.g., # of farm foreclosures, loan defaults, E.g., # of farm foreclosures, loan defaults, changes in processing employment, ag parcel changes in processing employment, ag parcel counts, CAFO violationscounts, CAFO violations
QualitativeQualitative–– Focus groupsFocus groups–– Cluster Panel TechniqueCluster Panel Technique
ResourcesResourcesIndustrial cluster literature review: Industrial cluster literature review: www.planning.unc.edu/courses/261/leveen/litrev.htmwww.planning.unc.edu/courses/261/leveen/litrev.htm
Location Quotients, ShiftLocation Quotients, Shift--Share Analysis:Share Analysis:www.epa.gov/greenkit/pdfs/howto.pdfwww.epa.gov/greenkit/pdfs/howto.pdf
2002 Census of Agriculture:2002 Census of Agriculture:www.nass.usda.gov/Census_of_Agriculture/index.aspwww.nass.usda.gov/Census_of_Agriculture/index.asp
County Business Patterns:County Business Patterns:www.census.gov/epcd/cbp/view/cbpview.htmlwww.census.gov/epcd/cbp/view/cbpview.html
Duncan HilcheyDuncan Hilchey
New Leaf Publishing and ConsultingNew Leaf Publishing and ConsultingIthaca, NYIthaca, NY
[email protected]@newleafnet.com607.342.0259607.342.0259