Enhancing Community Support and Knowledge of Local Agricultural

Issues on Maryland's Lower Eastern Shore

Shannon P. Dill and Laura K. HunsbergerUniversity of Maryland Cooperative Extension

• Objectives– Local Food Promotion– Maryland Demographic Information– Outreach Projects

• Lower Shore• Talbot County

– Additional Resources

History and Success of ‘Buy Local’ Campaigns

Successes of Local Food Campaigns

• Community Involved in Sustainable Agriculture– Started in 1999– Penetrated 3 counties in Western

Massachusetts– “I see a Local Hero Everywhere!”– Positive Impact for Local Farmers

• Over 125 Local Hero Farms over 150,000 A of land

Local Campaign Successes, Cont.

– Local Hero is a Recognized Brand– Recognized by restaurants and retailers

• 46 retailers• 15 restaurants

– Local Hero has become a National Model for implementing successful public awareness campaigns for locally grown food

Perceptions of Local Food

• Consumers have a basic understanding of local foods– Grown several miles away– Within their state of residence

• Consumers realize that this represents minority of the products available for sale.

• Price and visual appearance major determining factor– First choice over organic– Consumers may not understand differences

Demographics of supporters of local ag products

• Women, regardless of outside of the home commitments (work, childcare) remain more active in deciding and preparing what Americans eat.

• Women remain the primary grocery shopper and do 90% of the cooking.

• Communities often enjoy the ‘rural character’ of their area but do not plan on farming being a vital part of the townships future.

Demographical Profile of Organic and All-Natural Buyers• Female, Caucasian • Average age 48 years • Household income $56,000• Education

– H.S. degree 20%– Some college 30%– College Graduate 30%– Post graduate degree 16%

• Location– Urban/Suburban/Small Town 67%– Rural 31%

n=224

• Larger households (more than 4) were 17 percent less likely to consider nutritional labeling when choosing food.

• Suburban households were the most likely to be nutritionally conscious (23% higher than urban) followed by rural (20%)

• Those with higher levels of education (beyond high school) were more likely to use nutritional labeling.

• 73% of consumers find it important to know whether their food was produced locally or regionally (38% said it was very important)

• 85% of consumers say they trust smaller scale farms to produce safe, nutritious food.

(Consumer Preferences Towards Nutritional Labeling)

Display the edible treasures of your community!

•The latest, Edible Chesapeake, will debut mid-April appear at grocery stores, such as Whole Foods, hotels and tourism bureaus.

•The quarterly magazine will focus on food grown in the Chesapeake region, featuring profiles of farmers, chefs, restaurateurs and wine makers.

•Local celebrity chef John Shields, owner of Getrude's restaurant, will write a regular cooking column.

http://www.marylandwine.com/mwa/index.shtml

Getting local restaurants to support local farmers

In April 1999, Nora became America's first certified organic restaurant. This means that 95% or more of everything that you eat at the restaurant has been produced by certified organic growers and farmers all who share in Nora's commitment to sustainable agriculture.

2132 Florida Avenue, NWWashington, DC 20008

•Tersiguel's is the quintessential French Country "from the farm to your plate" cooking.

•Tersiguel's cuisine is reflective of the seasons, with a garden that produces lettuces, herbs, vegetables, and fruits. From our greenhouse that produces edible flowers, to our goat dairy from which we produce chevre cheese.

•Dining at Equinox is a regional and seasonal experience.

•Chef Todd Gray has remained true to his roots of the mid Atlantic region by showcasing local products with a firm grip on traditional culinary technique, yet distinguishes his cuisine by respecting the flavor of the modern palate. 818 Connecticut Ave, NW

Washington, DC 20006

202-331-8118

- 5.5 Million People

- 42nd in Land Area

- Ranks 5th in Population Density with 541.9 people per square mile

- 12,100 Farms

- 2,040,000 Acres in Farmland

Maryland

Maryland's Eastern Shore• Nine counties on the Delmarva

Peninsula, located between the Chesapeake Bay and the Atlantic Ocean.

• Market access to such major metropolitan areas as Philadelphia, Richmond, Baltimore and Washington, D.C . 

• Total population within a 150-mile radius of the shore exceeds 22 million.

• More than a third of MD's land area, it only has a population of 420,792 (2004 census estimate), about 8% of Maryland's population.

www.choosemd.org, Department of Business and Economics

Eastern Shore

• The main economic activities on the Eastern Shore are farming, seafood, and services related to tourism

• 47% Ag Land in Maryland is on the Eastern Shore

• MD population projected to grow 10%, Eastern Shore population projected to grow 20%

Agriculture

• Corn • Soybeans• Small Grains (Wheat/Barley)• Poultry• Fresh and Wholesale Vegetables• Alternative Crops are beginning to

increase

Local Farming Issues

• Neighbor Complaints– Production systems– Animal agriculture

• Government Regulations and Misunderstanding

• Economic Development

These issues drive the need for local agriculture promotion and education

Maryland's Eastern Shore Includes:

• Upper Shore– Kent County – Cecil County– Queen Anne's County

• Mid Shore– Dorchester County– Caroline County – Talbot County

• Lower Shore– Somerset County– Wicomico County– Worcester County

Wicomico County Demographics

• Population of 88,782 (’04), increasing an average of 1,000/yr

• 73% Caucasian, 23% African American and 2% each Hispanic and Asian

• 47% of the population is between 24-59

• Median household income $44,100

Wicomico County Education Level 

  2000%

20001990

% 1990

Population 25 yrs & older 53,521    47,231  

Less than 9th grade   3,190    6.0% 

  5,306 11.2%

9th-12th grade, no diploma   7,149 13.4%   7,851 16.6%

High school grad (inc equiv) 18,396 34.4% 16,351 34.6%

Some college, no degree 10,376 19.4%   6,930 14.7%

Associate degree only   2,692   5.0%   2,045  4.3%

Bachelor's degree only   7,326 13.7%   5,705 12.1%

Graduate or profess. degree   4,392  8.2%   3,043  6.4%

% high school grad or higher   80.7%     72.1%

% bachelor's degree or higher   21.9%   18.5%

Source: US Census

Wicomico Farm Stats

• Number of Farms 512 • Acres of Farmland 88,470 • Average Acres 173

  Corn Soybeans WheatVegetabl

esPasture

Acres Planted

25,000 28,000 5,700 2,092 3,500

Source: USDA / MASS, 2002

 

 

How to attract rural communities to local food

issues

• Articles in local newspapers

• Cooking demonstrations

– Cable Access

– Local Businesses

Using Local Cable Access(No not Wayne’s World!)

• Pac-14 Local Cable Access channel for Salisbury

• Serves 30,000 households• Purpose:

– to promote local agriculture and increase awareness of local food issues

Show history

• Local Foods– Asparagus, strawberries

• Local Food prepared for Weight Watchers– Local crab, melons, roasted vegetables,

tomatoes

• Edamame– Varieties, roasted, steamed

Show history cont.

• Ethnic Vegetables– Tomatillos, hispanic peppers

• Peaches– Preserves, peach crisp, peach and pecan

spinach salad

• Winter Squash– Spaghetti, butternut/pumpkin

Peninsula Regional Medical Center

Employees Activity Council• Purpose:

– To work interactively with a small group of like minded individuals who have an interest in learning more about local agriculture

• Attendees:– Over 40 employees of the hospital engaged in discussion

of farming issues, nutrition and what foods are considered ‘local’ in their area.

– Employees were exposed to: • new melon varieties (mini melons)• winter squash • spinach • shiitake mushrooms• produce was provide by a local organic vegetable grower

Making Healthy Wraps

at PRMC

Eating Fresh and Local Survey

• To honor March as National Nutrition Month• Recognized Local Food:

71% County29% State

• 53% regularly patronize Farmers Markets and Produce Stands– 43% Did not but will try to in the future

• 100% will look for local produce where they shop for produce and will purchase when available

What attendees learned

• Organic Production 43%

• CSA’s (Community Supported Agriculture)15%

• Location of Local Markets 29%

Department of Aging

Shore Transit Can Take You to the

Farmers’ Market!

Berlin North Main Street -Downtown Historic

Berlin

July-NovemberWed., 12:00 noon-6:00 p.m.

April-DecemberFri., 12:00 noon-6:00 p.m.

Ocean City Phillips Restaurant parking lot—142d Street and Coastal Hwy

May-October: Sun., 8:00 a.m.-1:00 p.m.June-September: Tues.& Thurs.,

8:00 a.m.-1:00 p.m.July-September: Sat., 8:00 a.m.-1:00 p.m.

Pocomoke CityDowntown Market Street at Front Street

May-OctoberSat., 7:00 a.m.-2:00 p.m.

Berlin and O.C. accept WIC and Senior

Nutrition Coupons

Talbot County Demographics

POPULATION DISTRIBUTIONAge Number

PercentUnder 5 1,800 5.15 - 19 6,110 17.220 - 44 9,460 26.645 - 64 10,780 30.465 and over 7,350 20.7Total 35,500 100.0

Median household income 1999 $43,532

Note: Columns may not add due to rounding.Maryland Department of Planning.

Talbot County

• 602 Miles of Shoreline• Easton (county seat) rated as the 8th

Best Small Town in America & among the Top One Hundred Small Arts Communities in America

• Talbot County is the premier place on the shore to dine

Talbot Agriculture

• Talbot County Farm Profile– 240 Farms– 107,000 Total Acres of Farmland– 457 acres Average Farm Size

• Major Crops– Soybeans, Corn, Wheat, Barley,

Vegetables, Nursery, Hay– Broilers/Poultry 12,046,400

How has TA County Promoted AG

• Website • Youth • Chefs• County Government• County Fair Tours• Agriculture correspondence• Collaborate

– Farm Bureau, Maryland Ag Education Foundation, Dept of Tourism, Economic Development, Health Department, Fair Board, Planning and Zoning, Soil Conservation, Press

AG DAY at EHS

• Easton High School FFA sponsored an AG DAY for awareness in agriculture

• All 4th graders in the county were invited

• 283 Youth and 25 Adults• 4th graders learn more about

agriculture and the foods we eat

Chef de Chef

• Welcome International Chefs to TA County and discuss local agriculture

• Over 20 International Chefs• 50 people in attendance• Chefs learned about products grown

in this regional. Enjoyed tasting local agriculture

County Government Ag Tour

• To tour local agriculture and inform local leaders and decision makers of agricultural issues in the county.

• County Council, Department Heads• 25 people attended• Local leaders have a better understanding.

Discussion about Avian Flu, Greenhouse Structures and Value Added Dairy were the greatest impact.

• Sponsored by Cooperative Extension, Farm Bureau and Soil Conservation

Barn Tours

• Offer educational barn tours during the county fair for visitors as an attraction.

• Fair goers with questions about animals and exhibits at the fair.

• Over 50 people have participated• Understanding of exhibits during the

fair and to learn more about agriculture and farm families

Local News

• To educate residents of local agricultural events and information.

• Local residents• Circulation 20,000• Notify them of agricultural events

and production information.

Farmers Market

• Outreach to home owners about farm products, lawn care, IPM and other home/garden issues.

• Shoppers at the market.• Approximately 300 people at Sat

markets• Regular visitors to the booth to

discuss local foods and requesting information.

Opportunities

• National Ag Day/Week– 3rd Week in March

• Food Checkout Day (February)– Celebrating Food Affordability

• Local Festivals and Celebrations– Bar-B-Que Cook offs, Fairs, Seafood

Festivals, Ag Days, Heritage Fairs

Potential Collaborators

• Farm Bureau– Young Farmers, Women’s Committee

• Soil Conservation• School System• County Government• Farm Market Managers• Local Businesses/Restaurants

Resources

• www.agday.org• www.mdagintheclassroom.com• www.fb.org• www.buylocalfood.com• www.pasafarming.org• www.futureharvestcasa.org• www.foodroutes.org

References

• US Census Bureau• MD Department of Business and

Economics• Maryland Department of Agriculture• Talbot County Government

Resources

• Govindasamy, R and J. Italia. 1999. “Evaluating Consumer Usage of Nutritional Labeling: The Influence of Socio-Economic Characteristics.” New Jersey Agricultural Experiment Station, P-02137-1-99.

• Pirog, R.S. 2004. “Ecolabel Value Assessment Phase II: Consumer Perceptions of Local Foods.” Leopold Center for Sustainable Agriculture, Iowa State University.

• USDA National Agricultural Statistics, 2002.• “Attracting Consumers with Locally Grown Products.”

2001. The North Central Initiative for Small Farm Profitability. University of Nebraska, Lincoln.

We educate farmers but

all of us need to educate

the consumer