Posts Tagged: marketing
That gap was bridged last week for a group of 25 small, beginning and ethnic farmers when the Agricultural Sustainability Institute (ASI) at UC Davis and the Sacramento County UC Cooperative Extension hosted a day-long bus tour that began in Sacramento early Tuesday morning. Farmers boarded a bus bound for the Bay Area, where they met wholesale food buyers.
“Many buyers are eager to meet small-scale farmers who can supply the rapidly expanding market for locally grown food,” said David Visher of the Agricultural Sustainability Institute at UC Davis.
Emma Torbert of Cloverleaf Farm was pleased to find that to be true.
“It was nice for farmers to hear how much interest there is in San Francisco,” she said. “It can be nerve-racking to try to sell something to someone you don’t know. This was great, because the tour created an environment to talk about this sort of thing.”
Doors into the Bay Area market have already opened for Emma.
“I’ve had people calling me back already to buy my produce,” she said.
Interest in locally produced food is growing nationwide, according to Gail Feenstra of the UC Sustainable Agriculture Research and Education Program, a program within ASI. “Food is an important part of our concept of community. People want a relationship with local growers because their food nurtures us. They feed our sense of community and also steward the land in our region. I think people are searching for ways to connect around food because it benefits our personal, economic and environmental health.”
As the group headed west toward their first stop at the San Francisco Wholesale Produce Market to hear from various buyers, Visher and fellow tour organizer Chuck Ingels, a UC Cooperative Extension advisor and the interim county director for Sacramento County, shared a food safety self audit CD created by UC Cooperative Extension. The project staff also helps farmers create an action plan for marketing their produce and works with them one-on-one to write a profile about their farm.
“We can help growers tell their stories and make good-value propositions to buyers, but it’s really up to these business people to make their own deals,” Visher said.
The Agricultural Sustainability Institute, Laura Tourte, a UC Cooperative Extension advisor for Santa Cruz County, and Aziz Baameur, UCCE advisor in Santa Clara County will host a second tour Tuesday, Nov. 5. Farmers on Tuesday’s tour will leave for San Francisco from Watsonville at 5:15 a.m. and San Martin 6:15 a.m. The group will visit a wholesale distributor, food hub, distribution/processing facility, grocery store and Stanford dining services, where they will have lunch.
The Small Ethnic Farmer Tour Project is funded by CoBank, a national cooperative bank, and three farm credit associations: Farm Credit West, American AgCredit, and Farm Credit Services of Colusa-Glenn.
To register for the tour out of Watsonville and San Martin call (831) 763-8040 or email email@example.com. Space is limited. There is a $20 fee to hold a space on the tour. That fee is fully refunded upon boarding the tour bus. Spanish language translation is available.
A ranch dog "friended" me on Facebook the other day. Yep, a dog on Facebook. To be specific, this is a working dog on a ranch that produces meat and sells it directly to consumers like me.
And exactly how is a ranch dog on Facebook related to food?
More and more people are interested in connecting with farmers and ranchers who produce the food we eat.
If you buy fresh produce at a farmers market, you can also ask farmers (or their employees) questions about which variety is ripest right now, how the produce was grown, how the meat was processed, and what the farm is like. Proactive eaters can sign up for CSA harvest boxes to receive seasonal produce, know exactly who is growing their food, and pledge support to a particular farm or group of farms. We can visit farms to participate in agritourism by buying from farm stands, taking ranch tours and even getting into the fields to harvest "U-pick" berries and other fruit.
"Local is hot" was on one of the opening slides of Kathleen Merrigan's presentation at UC Davis last week. The USDA's deputy secretary was visiting campuses to discuss the agency's "Know Your Farmer, Know Your Food" campaign, which focuses on local and regional food system support.
Buying at farmers markets, subscribing to a CSA and visiting a farm are indeed ways to take part in local or regional food systems. But these activities are also about knowing your farmer — talking with him or her, visiting the land your dollar is supporting, and understanding how your food is grown.
And now we have another way to know a farmer, without even leaving the office: Anyone can like their favorite farmers on Facebook, follow them on Twitter, subscribe to their blogs, sign up for their email newsletters, and more.
Hearing about Suki the ranch dog's antics, with photos of her bathing in a water trough or videos of her chasing a field's pivot sprinklers, is another way for consumers to get a glimpse of ranch life from behind the scenes. Likewise, hearing from a farmer on Facebook about how today's rain might affect the cherry harvest is another way for me to feel connected with the farmer who is raising food I will soon be eating.
Chris Kerston of Chaffin Orchards put it this way: "If I'm walking along the field and I see a weird-looking bug, I'm going to stop, take a picture of it with my phone, put it on Facebook and ask 'Anyone know what this weird bug is?' ... It's just another way for people to see what it's like out on the farm."
Don't take it just from me: National companies are taking notice too. This month the editorial board of The Packer, a newspaper that specializes in the fresh produce industry, suggested that local is also about something else:
"While some national suppliers may look skeptically at the buy local trend, a component of local is consumers’ need to connect with where their food comes from.
"Social media is often the solution."
You can connect with the farmers and ranchers who produce your food — whether you buy it at a farmers market or in a supermarket — and receive updates from the farm or ranch through social media.
You can start by asking your favorite farmers or ranchers if they're on Facebook, and here are a few other networks for finding farmers online:
- Know A California Farmer is a website that shares updates, blog posts and videos from participating farmers and ranchers.
- Find farms near you with the Local Harvest directory and see if they are online too.
- I also maintain a list of California farmers and ranchers on Twitter.
Join the discussion: So, what would you like to know from the people who grow and raise the food you eat?
Bonus video: Connecting with social media goes both ways; farmers want to connect with consumers who buy and eat their products. Staff and academics with UC Cooperative Extension and UC Davis have offered social media workshops to help farmers connect with consumers online (next one for me will be in Marin County, June 1). Here's a video after one UC workshop a few months ago: