Progress 09/15/00 to 09/14/05
Outputs
Farmers Market Enhancement: We refined the Rapid Market Assessment (RMA), a participatory evaluation tool now used in markets across the nation and internationally. The RMA involves market organizers, board members, community leaders and experts in conducting an assessment of a market during hours of operation. Information collected includes customer counts, customer responses to four survey questions, and participant observation of the market, including demographics, sales activity, site, and safety issues. Researchers also conducted extensive telephone surveys of market managers in 3 states to identify key factors for market success. Overcoming Regulatory Barriers to Direct Marketing: Research concentrated on small-scale poultry processing for direct sales. To achieve our goals, we took the following actions in partnership with producers: 1. Documented current state and federal rules governing poultry processing, 2. Held roundtable listening sessions with poultry
producers and regulatory agents in each state, 3. Conducted an economic analysis of poultry production and processing under state and federal license, and created a web-based tool to help producers determine the costs of producing and processing poultry, and 4. Reported on the results of farmer roundtables and provided recommendations for each state. Whole Farm Case Studies: Researchers performed an in-depth analysis of 12 small farming operations, evaluating qualitative and quantitative data from farmer interviews and assessments of production and marketing strategies. Case studies include evaluations of the relative profitability of the marketing strategies employed, including farmers markets, CSA, on-farm sales, and direct-to-retail sales. Local Food Systems Research. The concept of "import substitution" is used to evaluate the potential economic impact of replacing goods currently imported with goods that are produced locally within a county. For each of 3 states, Northwest Direct
researchers measured the contribution that in-state food supplies now make to the total food consumption. The researchers then predicted the economic impact of increasing the amount of food that is consumed in-state. Researchers also analyzed 3 demographically diverse counties at the community level: King County, Washington (urban); Lane County, Oregon (semi-rural); and Moscow, Idaho (rural). Farm Management Assessment Tools: Researchers conducted an analysis of affordable software programs to assist producers in planning their production and marketing activities and record-keeping. The tools featured in the report for this component can help producers maximize their profitability through analysis and strategic planning. Outreach: Research partners presented results of the Northwest Direct project at two national meetings in 2005: the Fourth National Small Farms Conference held in October in Greensboro, North Carolina, and the Ag, Food and Human Values Society held in June in
Portland, Oregon. In addition, project funds supported the New Food Entrepreneur Conference held in April in Auburn, WA.
Impacts
The RMA, a pioneering participatory assessment tool is now used across the country to enhance vendor sales and community economic benefits at farmers markets. Over 150 people have been trained with the following results: Quantified consumer willingness to pay for local agricultural products Improved relationships with nearby businesses by demonstrating financial impact of market customers Learned customer preferences, resulting in more diversified vendor pool (meat, poultry, value-added), higher customer sales, and healthier competition Led markets to improve promotional strategies, including special events, childrens programs and email databases One market association has conducted 31 similar studies on its own in three years. Research on Direct Marketing Strategies has documented that: Direct market farms retain a higher share of gross sales than conventional counterparts. One small-acreage farmer direct markets all of his produce to urban markets three hours away,
netting 30 percent or $54,000. In one urban county, direct sales of products such as broccoli, lettuce, and apples result in prices two to four times higher than wholesale. One Idaho blueberry growers profit is $0.66 per pound wholesale but he averages $1.16 per pound at farmers markets and $1.21 per pound at his farm stand. 20 percent of Washington farms do some direct marketing. Meat processing forums led to changes in county health codes to permit meat sales at major urban markets in Washington and new state legislation facilitating poultry processing on farms.
Publications
- No publications reported this period
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Progress 01/01/04 to 12/31/04
Outputs
Farmers Market Enhancement: The farmers market is an institution that is gaining recognition for its significant contribution to farm profitability and community development. Researchers in this IFAFS project have developed strikingly innovative research and training methods that have documented the economic benefits of markets to farmers and business districts, trained managers to conduct their own market research, and strengthened statewide market organizations and sales. In 2004, four remaining Rapid Market Assessments were completed in Washington for a total of 20 participatory market assessments conducted across Washington, Idaho, and Oregon. Reports and recommendations were finalized. Data was analyzed from market manager surveys carried out with all markets located in Washington, Idaho, and Oregon. Now numbering more than 160, farmers markets in the Pacific Northwest: 1) have gross sales exceeding $50 million, 2) have sustained annual sales increases of 15
percent in Oregon and over 20 percent in Washington, 3) attract more than 250,000 customers each summer week, and 4) provide primary or supplemental incomes to more than 4,000 producers. Case Studies of Model Farms: The project team is developing a dozen in-depth case studies of farms that use direct marketing strategies. Through interviews and analysis of farm management records, the team is evaluating the profitability and sustainability of marketing strategies such as farmers markets, on-farm sales, direct-to-retail and Community Supported Agriculture. Interviews and farm visits were completed for 12 direct market case study farms in Washington, Idaho, and Oregon. Community Outreach: Research results were presented at regional conferences organized in Washington, Oregon, and Idaho. A food system atlas was developed, presented, and distributed for King County Washington. Removing Barriers to Direct-Marketing Meat:Market research indicates tremendous consumer demand for
locally-raised meat products; however, most producers have been unable to access these markets. Our forums brought together producers and county, state, and federal-level government regulators to identify: Changes needed in county health codes that prohibit sales of meat products at farmers markets and on farms. Changes needed in state regulations governing on-farm poultry processing. Changes needed in federal regulations restricting co-packing by state certified poultry processors.
Impacts
A pioneering participatory assessment is now used across the country to enhance vendor sales and community economic benefits at farmers markets. Over 150 people have been trained. Results: Quantified consumer willingness to pay for local agricultural products Improved relationships with nearby businesses by demonstrating financial impact of market customers Learned customer preferences, resulting in more diversified vendor pool (meat, poultry, value-added), higher customer sales, and healthier competition Led markets to switch advertising to word-of-mouth, including special events, childrens programs and email databases One market association has conducted 31 similar studies on its own in three years. Research on Profitability of Direct Marketing Strategies has found that: Direct market farms retain a higher share of gross sales than conventional counterparts. One small-acreage farmer direct markets all of his produce to urban markets three hours away, netting 30
percent or $54,000. In one urban county, direct sales of products such as broccoli, lettuce, and apples result in prices two to four times higher than wholesale. One Idaho blueberry growers profit is $0.66 per pound wholesale but he averages $1.16 per pound at farmers markets and $1.21 per pound at his farm stand. 20 percent of Washington farms do some direct marketing. Meat processing forums resulted in changes to county health codes to permit meat sales at major urban markets in Washington and new state legislation facilitating poultry processing on farms with 1,000 birds or less.
Publications
- No publications reported this period
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Progress 01/01/03 to 12/31/03
Outputs
1)Washington State Team. County level input/output assessment has been completed for King County, Washington and drafted for Lane County Oregon. Data and a preliminary report for the public will be presented at a King County Food System Forum on January 21, 2004. A state level input/output assessment has been drafted for Washington State. Four Rapid Market Assessments were completed in WA in 2003. The WSDA held three poultry forums with producers and one with agency personnel in 2003. 2) Oregon State Team. Market Manager Surveys were completed in WA, OR, and ID. Eight Rapid Market Assessments were completed in Oregon. 3)Idaho State Team. Four whole farm case studies and two Rapid Market Assessments were completed. A small farm direct marketing conference was held in November.
Impacts
The King County case study will provide a valuable resource for policy makers looking to improve the status of agriculture and community food security in the region. Data from Rapid Market Assessments in Washington, Idaho, and Oregon has already been utilized by market managers to make improvements in market management.
Publications
- No publications reported this period
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Progress 01/01/02 to 12/31/02
Outputs
Northwest Direct: Improving Markets for Small Farms is the three-state, four-year, farm direct marketing project funded by USDA-IFAFS. During 2002 Northwest Direct team members successfully completed many tasks aimed at analyzing and improving the prospects for farmers directly marketing their products to consumers. Researchers from WSU, OSU, UI, WSDA and Rural Roots were involved in a total of seven Rapid Market Assessments at farmers' markets in all three of the Pacific Northwest project states. A total of 70+ researchers including market managers, board members and community leaders participated in and learned from the RMA research techniques that have been developed by an OSU team. A thorough phone survey of Oregon and Idaho farmers' market managers has been completed to determine effective practices and challenging problems facing market management. In process is an Idaho farmers' market directory (in print and on-line) which gives a detailed profile of each
farmers' market, their vendor mix, management strategies and other pertinent vendor and customer information. WSU has used a modeling system to analyze the impact of local food supply to total food consumption in King County, WA, in preparation for similar analyses to be conducted in two other counties and all three states. The entire Northwest Direct team has prioritized farmers in their states and an investigation procedure has been established for UI and Rural Roots to lead research into 12 whole farm case studies. Initial research has centered on two farms in Idaho and Washington to establish procedures that will be effective in gathering wide-ranging information on their direct marketing activities within the total scope of the farms studied. Also completed is an analysis of commercially available computer programs that allow farmers to more easily analyze their financial status vis-a-vis various direct marketing strategies.
Impacts
WSDA has completed taskforce work in King County to allow for the sale of frozen meats at farmers' markets and has nearly completed work to allow fresh meats as well. They have created lists of existing slaughterhouse facilities in Washington, Oregon and Idaho and given support to new ventures. They have developed technical assistance materials outlining poultry processing regulations in preparation for poultry roundtables in the first months of 2003.
Publications
- Holland, David, Joydeep Ghosh, Edward Waters and Bruce Weber. The Role of Agriculture in the Washington Economy: Economic Base and Balance of Trade Perspectives. Department of Agricultural and Resource Economics Staff Paper. A.E. 02-2002.
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Progress 01/01/01 to 12/31/01
Outputs
Input-Output Analysis of Import Substitution and Local Purchasing of Agricultural Products. In this first year David Holland, Richard Carkner and Marcy Ostrom of Washington State University have analyzed the methods and refined the process by which we are conducting our research on the percentage of each state's food dollars that are spent on local food purchases. Existing IMPLAN data sets have been purchased and reviewed for data sets relevant to the food system. Farmers' Market Assessment and Improvement. Larry Lev and Garry Stephenson of Oregon State University have developed an effective method of understanding, evaluating and improving farmers' markets called Rapid Market Assessment (RMA). Using teams of market managers, board members and other professionals, they have conducted three cost-efficient RMA's. Different RMA teams studied farmers' markets in Portland (Thursday evening), Grants Pass (Saturday morning) and Hood River (Saturday morning). The teams did
consumer surveys using a dot research technique, customer counts and an extensive market evaluation. Following a draft report, each team then participated on a conference call with the host market approximately one week after studying the market. Assessment of the Efficiency and Relative Profitability of Four Direct Marketing Strategies Cinda Williams, John Foltz and Nancy Taylor at the University of Idaho, along with Colette DePhelps at Rural Roots, have explored various software programs that may be useful to farmers in analyzing and improving their farm direct marketing businesses. A series of surveys have been developed to determine farmer resources and needs. In preparation for twelve whole farm case studies ultimately to be completed, we have analyzed and developed a series of qualifying characteristics to assure that the twelve demonstrate the diversity and breadth of direct marketing approaches being used by all sizes and types of farm operators in the three states. Two farms
have been selected for testing our case study model. Regulations and Infrastructure Assessment. Leslie Zenz conducted a thorough investigation to identify regulations relevant to direct marketers and developed a producer handbook. A similar publication has been updated in Oregon and Leslie is currently working with the Idaho Department of Agriculture to encourage the publication of an Idaho-specific version. There exists a clear dearth of meat processing facilities and commercial kitchens. Tremendous geographical distances prevent farmers and ranchers from being able to process their animals in preparation for sale through local direct marketing channels. We have identified producer groups to conduct roundtable discussions and focus groups in Washington and Oregon where we will address the application process and other barriers to establishment of new infrastructure. Most importantly, we have established an Advisory Committee in each state to build a bridge between researchers and
industry members, ensure that our research is relevant and on target in response to changing conditions, and enable us to have more immediate feedback and input into groups grappling with local issues and opportunities.
Impacts
We expect to be able to make recommendations encouraging local actions that improve the local share of the retail food dollar. One example of a concrete outcome is that the Portland Farmers' Market, which had opened a third market day and site, decided to host their Thursday evening market for a second, extended season. This had been in doubt prior to our research team's visit on the final day of their eight-week, test season. Our researchers also supported three poultry-related studies at farmers' markets with Greener Pastures Growers, a poultry cooperative. Having documented strong acceptance of naturally raised chicken being sold at farmers' markets in Oregon's Willamette Valley, poultry will be marketed through those channels in the 2002 season. We helped negotiate with various regulatory agencies leading to USDA's approval of the Island Grown Farmers Cooperative mobile meat processing unit on Lopez Island. As other producer groups seek to develop similar
individual or cooperative processing options, we will continue to assist them through regulatory hurdles. Finally, team members have made numerous presentations about this IFAFS project at state conferences in all three states, local forums, and seminars. Major visibility has been gained at the Idaho Horticultural Society Conference, Farmer to Consumer: Enhancing the Connection (ID), Western Washington Horticultural Association and Washington Farmers' Market Association Conference, San Juan Island Farmers' Forum, Washington Tilth Conference and Farm Direct Marketing 101 (OR).
Publications
- Zenz, Leslie (2001), "Handbook of Regulations for Direct Farm Marketing," Washington State Department of Agriculture, Small Farm and Direct Marketing Program.
- Corum, Vance (2001), "Northwest Direct: Improving Markets for Small Farms," Capital Press, November 2.
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Progress 01/01/00 to 12/31/00
Outputs
Administrative start-up is in process. Job descriptions have been written and one position is being advertised. Another position is in administrative review and a major budget revision is nearing completion.
Impacts
(N/A)
Publications
- No publications reported this period
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