Source: UNIV OF WISCONSIN submitted to
AGRICULTURAL AND ENTREPRENEURSHIP EDUCATION
Sponsoring Institution
National Institute of Food and Agriculture
Project Status
TERMINATED
Funding Source
Reporting Frequency
Annual
Accession No.
0206220
Grant No.
2005-45061-03354
Project No.
WIS01035
Proposal No.
2005-06239
Multistate No.
(N/A)
Program Code
RZ
Project Start Date
Sep 15, 2005
Project End Date
Sep 14, 2009
Grant Year
2005
Project Director
Klemme, R. M.
Recipient Organization
UNIV OF WISCONSIN
21 N PARK ST STE 6401
MADISON,WI 53715-1218
Performing Department
AGRI & APPLIED ECONOMICS
Non Technical Summary
A. Value-added, or niche, marketing has become much more prominent in Wisconsin agriculture. B. Educational resources are limited or need training to meet the educational needs of those interested in this growing area of Wisconsin agriculture. A. This project enlists the services of several UW faculty and academic staff to develop and deliver educational programming to those interested in value-added agriculture.
Animal Health Component
(N/A)
Research Effort Categories
Basic
(N/A)
Applied
100%
Developmental
(N/A)
Classification

Knowledge Area (KA)Subject of Investigation (SOI)Field of Science (FOS)Percent
2056299301010%
6036210310021%
6036230310027%
6046299310042%
Goals / Objectives
a. Objectives: The Agricultural and Entrepreneurship Education initiative will consist of a number of projects conducted by groups of University of Wisconsin-Extension faculty and other collaborators. Each project will be led by a member of the UW-Extension Emerging Agricultural Markets (EAM) Team. The objectives include: 1. To help farmers and communities identify and take advantage of opportunities in new and emerging farm and agricultural markets. 2. To give agricultural entrepreneurs the knowledge and resources they need to make sound business decisions and improve their chances of success in value-added agricultural enterprises. 3. To assist agricultural entrepreneurs in the development of effective marketing skills and innovative marketing tools that can enhance the profit potential of their value-added agricultural enterprises.
Project Methods
The procedures being used to carry out this project and meet the objectives listed above will be carried out with several sub-projects conducted by faculty and academic staff at the UW-Madison and UW-Extension, many times in partnership with state agencies. Each project, mini-proposal contains a background statement followed by a set of expected outcomes, the procedures proposed to achieve these outcomes, and an evaluation plan. The specific budget explanations for each project are included in the budget narrative attachment.

Progress 09/15/05 to 09/14/09

Outputs
OUTPUTS: OUTPUTS: Through a series of 15 sub-projects, the University of Wisconsin-Extension's Emerging Agricultural Markets (EAM) Team is pleased to report significant contributions to agricultural and entrepreneurship education in WI. Outputs from these projects include a wide range of activities from curriculum and workshop design and delivery, to improvement of crop production, to market research and development of emerging agricultural markets. The focus of these projects was to provide technical assistance and skill development to producers in "emerging agricultural markets." Professional development training for educators and other resource providers was provided in tandem with programming and skill development programs provided directly to agricultural entrepreneurs. Professional development training on topics including: business feasibility; market analysis; cultural awareness; local foods as economic development; and market diversification was provided through regular conference calls, in-person team meetings, annual conferences, workshops, and web-based resources. These projects worked with members of the EAM Team to ensure that UW-Extension staff throughout the state possessed the skills and resources to play meaningful roles in the development of diversified and emerging ag market opportunities and to work on a personal level with entrepreneurs at a wide range of business readiness levels. One of the goals of this training was to provide business feasibility training to new and expanding business, assess cost of production, and assist constituents in conducting market research. In response to needs expressed by county-level staff, an abbreviated curriculum entitled "Business Feasibility: A First Cut Analysis" was developed. As a result of these trainings, UW-Extension staff provided 1:1 counseling and workshop training to agricultural entrepreneurs across the state. From September 2006 through August 2007 alone, 20 "Innovation counselors" from across the state served 120 distinct customers through 836 separate sessions totaling nearly 12,461,617 hours of contact and preparation time. This is in addition to entrepreneur participation in several classes and workshops. In addition to business development workshops, Extension staff developed curriculum, led workshops, developed web-based resources, and worked with farmers and agricultural businesses to evaluate cost of production; develop new markets such as horse hay, farmers markets, produce auctions, Community Supported Agriculture programs; analyze nutritional quality of crops; and improve access to healthy, nutritious food. Several projects focused on improving crop production and marketing skills among minority audiences including Hmong and Hispanic immigrant communities and African-American youth. Through these efforts, Hmong and Hispanic women were provided with bi-lingual education designed to teach food production and marketing skills. Related programming provided to resources professionals cultural training designed to improve programming for and with Hmong audiences. PARTICIPANTS: Nothing significant to report during this reporting period. TARGET AUDIENCES: Nothing significant to report during this reporting period. PROJECT MODIFICATIONS: Nothing significant to report during this reporting period.

Impacts
The projects of the EAM Team have improved the knowledge base and skills of farmers and community members, increased community involvement in agricultural projects and access to healthy, nutritious food, and improved profitability for farm families. Work with farmers to develop seasonal recipes and with community leaders to increase awareness of locally and regionally grown and produced food as well as improved marketing of these products resulted in increased access fresh and nutritious food. 53% of attendees at the first statewide local food summit reported a strong increase in their awareness of local food initiatives. Now in its fourth year, this summit has continued to be evaluated well with expanding numbers of attendees reporting improved knowledge and skills as a result. This awareness has expanded markets for local agricultural producers and opened new marketing opportunities. Further examples of the type of change brought about by these programs are evidenced by an evaluation in which program participants reported the following: o ~ 67% reported receiving inquiries as a result of their listing in the [local food directory] o ~94% would like to continue being included in a 2008 [local food directory] o ~79% would be willing to pay a small fee to be included in the [local food directory] o ~67% desire a distribution cooperative and/or local retail outlet. o ~28% are interested in a community kitchen. Projects of the EAM Team have gone far beyond raising awareness and increasing knowledge, though. For example, a project aimed at catalyzing a market in WI for horse hay reports that sellers of horse hay have increased hay prices by 100% and are now actively marketing their hay based on lab tested relative forage quality and the ratio of grass to legumes in the hay. Hay sales to horse owners have increased by 55% to the group of farmers participating in the project. Producers are also more aware of production cost of each unit of hay sold and have built in a profit margin.

Publications

  • No publications reported this period


Progress 09/15/07 to 09/14/08

Outputs
OUTPUTS: Wisconsin Home Harvest sold vegetables from their cooperative at a local farmers' market in Wisconsin Dells as well as established a harvest basket program in the Wisconsin Dells school district featuring farm products from Wisconsin Home Harvest farmer members. The Farm in the City Project offered Hispanic women in the city of Kenosha with an opportunity to grow vegetables on city lots and sell them at local farmers markets. The Farm Fresh Connection project offered workshops to farmers and chefs who were interested in developing connections and creating buyer/seller relationships. 13 people participated in business planning classes in Southeast Wisconsin and 8 submitted business plans. This work was facilitated by Agriculture Innovation Counselors. Over 200 people attended the Statewide Local Food Summit in January 2007. Three educational programs on local food systems, sustainable agriculture, grant programs, etc were held as a part of the PriceDirect project. Educational programs and follow up were provided to farmers in Central Wisconsin interested in the direct sale of hay to horse owners. Production and marketing advice was provided to these individuals. Participants mentioned that they received 20-40% higher prices after participating in the program. Two meat marketing workshops were held in Central Wisconsin focusing on meat quality and grass fed beef production. 11 "Organic Basics" workshops were held in 10 counties. A marketing packet for Hmong farmers was developed and is in the process of being translated. PARTICIPANTS: Carol Roth and Rose Skora as co-leaders of the Emerging Agricultural Markets team also acted as Project Directors for the projects that were developed. Carol and Rose organized the project selection process, coordinated with local agents and organizations for the use of the project support and collected progress reports as well as assisted in grant management. These projects also involved many UW-Extension, UW-Madison, and UW-Platteville faculty and academic staff who served as project leaders. Partner organizations included the Department of Agriculture, Trade and Consumer Protection, MOSES (Midwest Organic Sustainable and Education Services), Michael Fields Agricultural Institute, local and statewide Small Business Development Centers, Research and Development Councils as well as local grassroots organizations. TARGET AUDIENCES: The primary target audiences for this project are farmers who are involved in direct sales to the consumer and/or farmers who are looking to add value to their farm products. Several of these projects have also targeted specific cultural populations, the most common population being Hmong farmers. Most Hmong farmers in Wisconsin are selling vegetables through farmers' markets. Hmong farmers in Wisconsin face specific challenges in selling to consumers including language barriers and discrimination. To a lesser extent, the Amish in Wisconsin have also been a target audience for this project. There also have been specific projects targeting African American youth in Dance County and Hispanic women in Kenosha County helping them develop small businesses growing and selling vegetables at local farmers markets. PROJECT MODIFICATIONS: Nothing significant to report during this reporting period.

Impacts
Wisconsin Home Harvest brought in approximately $8,000 in income for the farmers participating in the cooperative effort. Of the farmers participating in the PriceDirect effort, 67% reported receiving inquiries or sales as a result of being listed in PriceDirect atlas, a listing of local farms which was distributed to consumers in the Price County area. As a result of the Local Food Summit, several new partnerships developed including a project working with the SHARE warehouse located in Southeast Wisconsin, which is looking at ways to utilize the storage facilities to assist local farmers who may need access to such a facility. $37,000 worth of organic produce was sold at the Produce Auction sites in 2007.

Publications

  • No publications reported this period


Progress 09/15/06 to 09/14/07

Outputs
OUTPUTS: Wisconsin Home Harvest sold vegetables from their cooperative at a local farmers' market in Wisconsin Dells as well as established a harvest basket program in the Wisconsin Dells school district featuring farm products from Wisconsin Home Harvest farmer members. The Farm in the City Project offered Hispanic women in the city of Kenosha with an opportunity to grow vegetables on city lots and sell them at local farmers markets. The Farm Fresh Connection project offered workshops to farmers and chefs who were interested in developing connections and creating buyer/seller relationships. 13 people participated in business planning classes in Southeast Wisconsin and 8 submitted business plans. This work was facilitated by Agriculture Innovation Counselors. Over 200 people attended the Statewide Local Food Summit in January 2007. Three educational programs on local food systems, sustainable agriculture, grant programs, etc were held as a part of the PriceDirect project. Educational programs and follow up were provided to farmers in Central Wisconsin interested in the direct sale of hay to horse owners. Production and marketing advice was provided to these individuals. Participants mentioned that they received 20-40% higher prices after participating in the program. Two meat marketing workshops were held in Central Wisconsin focusing on meat quality and grass fed beef production. 11 "Organic Basics" workshops were held in10 counties. A marketing packet for Hmong farmers was developed and is in the process of being translated. PARTICIPANTS: Carol Roth and Rose Skora as co-leaders of the Emerging Agricultural Markets team also acted as Project Directors for the projects that were developed. Carol and Rose organized the project selection process, coordinated with local agents and organizations for the use of the project funds and collected progress reports as well as assisted in grant management. These projects also involved many UW-Extension, UW-Madison, and UW-Platteville faculty and academic staff who served as project leaders. Partner organizations included the Department of Agriculture, Trade and Consumer Protection, MOSES (Midwest Organic Sustainable and Education Services), Michael Fields Agricultural Institute, local and statewide Small Business Development Centers, Research and Development Councils as well as local grassroots organizations. TARGET AUDIENCES: The primary target audiences for this project are farmers who are involved in direct sales to the consumer and/or farmers who are looking to add value to their farm products. Several of these projects have also targeted specific cultural populations, the most common population being Hmong farmers. Most Hmong farmers in Wisconsin are selling vegetables through farmers' markets. Hmong farmers in Wisconsin face specific challenges in selling to consumers including language barriers and discrimination. To a lesser extend, the Amish in Wisconsin have also been a target audience for this project. There also have been specific projects targeting African American youth in Dance County and Hispanic women in Kenosha County helping them develop small businesses growing and selling vegetables at local farmers markets.

Impacts
Wisconsin Home Harvest brought in approximately $8,000 in income for the farmers participating in the cooperative effort. Of the farmers participating in the PriceDirect effort, 67% reported receiving inquiries or sales as a result of being listed in PriceDirect atlas, a listing of local farms which was distributed to consumers in the Price County area. As a result of the Local Food Summit, several new partnerships developed including a project working with the SHARE warehouse located in Southeast Wisconsin, which is looking at ways to utilize the storage facilities to assist local farmers who may need access to such a facility. $37,000 worth of organic produce was sold at the Produce Auction sites in 2007.

Publications

  • Deacon, Deb. 2007. Farmer/Chef Guide for Southeast Wisconsin.
  • Hansen, Jane. 2007. Wisconsin Food Safety Regulations.
  • Padgham, Jody. 2007. Organic Basics Resources Information Binder. MOSES (Midwest Organic and Sustainable Education Service).


Progress 09/15/05 to 09/14/06

Outputs
SavorWisconsin.com was updated and new features were added. At present, there are over 1,000 farmers listed on the website and over 100 farmers markets. The Farm Fresh Connection was a pilot project in Walworth County in 2006. Connections were made with farmers and chefs and surveys were developed. As a result of the groundwork that was started for this project, the partners were able to successfully write and receive a $40,000 grant to continue the project in 5 counties in Southeast Wisconsin. Investigated the potential of establishing a dairy processing opportunity for grass based milk. Farmers participated in tours and educational events and ultimately decided if they wanted to invest in a value-added venture. The Understanding Organic Basics: Farmer Education Year Two project offered four organic workshops around the state and created and distributed a booklet titled Guidebook to Organic Certification, which will answer questions and offer resources for WI producers. UW Extension employees were able to attend a variety of educational programming in 2006. The EAM team display was also available at a variety of workshops and conferences. The EAM Team created a template in coordination with a consultant to promote the impact of the Emerging Ag Markets team. Included in this packet is a report of activities accomplished as well as the development of a display. This display has been used at a variety of events and will continue to be used to promote the work of this team. The report has been distributed to state and federal legislators as well as provide to stakeholders and partner organizations. The Agricultural Innovation Counselor program trained over 20 educators and DATCP (Department of Agriculture, Trade and Consumer Protection) personnel on business planning skills, which will result in the offering of business planning classes and one-on-one counseling sessions. Resources and education were provided to direct marketers in Wisconsin through projects such as PriceDirect in northern Wisconsin, the Grow Great Dairy Producers project, which had a statewide focus as well projects that targeted Hmong growers, which provided information on marketing and pricing as well as offered training on production practices such as hoop houses.

Impacts
SavorWisconsin.com has provided farmers with a no-cost marketing option to help them promote their business. Approximately 30 farmers and chefs received outreach during the 2006 year through the Farmer/Chef Connection. Two farm families chose to partner with a local cheese maker to develop and market grassfed cheese while four other farmers are currently in discussion with an ice cream maker regarding the development of a grass-based ice cream line. 3 agricultural business planning courses were held, with a total of 15 agricultural entrepreneurs participated in the courses that were offered. Many counselors also worked 1-on-1 with individual entrepreneurs and groups of farmers. Price Direct surveyed local growers regarding goals for their farm enterprises, providing scholarships to loc

Publications

  • Skora, Rose. 2006. Developing Your Farms Marketing Plan. University of Wisconsin Cooperative Extension, Cooperative Extension Publishing.
  • Skora, Rose. 2006. Direct Marketing Meat. University of Wisconsin Cooperative Extension, Cooperative Extension Publishing.
  • Skora, Rose. 2006. Farming and Tourism. University of Wisconsin Cooperative Extension, Cooperative Extension Publishing.
  • Skora, Rose. 2006. Pick Your Own Operations and Farm Stands, Options for Your Business. University of Wisconsin Cooperative Extension, Cooperative Extension Publishing.
  • Wright, Bill. 2006. Fruit and Vegetable Food Safety on the Farm. University of Wisconsin Cooperative Extension, Cooperative Extension Publishing.
  • Wright, Bill. 2006. Market Research: Surveying Customers to Determine Their Needs. University of Wisconsin Cooperative Extension, Cooperative Extension Publishing.
  • Behar, Harriet and Padgham, Jody. 2006. Guidebook for Organic Certification, 1st Edition. Midwest Organic and Sustainable Education Services, MOSES.