2014 Women in Agriculture Educators’ National Conference
FOOD BUSINESS RISK EDUCATION –
ASSISTING WOMEN FARMERS WITH
THE CHALLENGES OF DIRECT
MARKETING AND ADDING VALUE
Winifred W. McGee, Senior Extension Educator
Lynn F. Kime, Senior Extension Associate
The Pennsylvania State University is an
affirmative action, equal opportunity
university.
This presentation includes material is based upon work supported by
USDA/NIFA under Award Number 2010-49200-06201."
"This project supported [in part] by the Northeast
Sustainable Agriculture Research and Education (SARE)
program. SARE is a program of the National
Institute of Food and Agriculture, U.S. Department of
Agriculture."
Agenda
• The Setting -- local foods marketplace
• Farmers’ need for risk management info
• The Food for Profit project
— Workshop
— On-line
— Fact sheets
•KASA gains and impacts of the project
— End-of-session
— Six-months out
Local Food in the Marketplace
• Consumers
– Demand fresher, more nutritious foods
– Support for local economies/ farmers
– Desire better food security
– Reduce carbon footprint of food
• Responding trends
– Farm markets/CSAs/
community gardens
– State buy-local programs
– New emphasis on food security
USDA ERS Report – Local Foods
“Growers often need education and training”
– Meeting the market requirements
– Respond to consumer-expectation issues:
•
•
•
•
•
Risk management
Postharvest practices
Recordkeeping
GAP certification
Liability insurance requirements
Source: Martinez, Steve, et al. Local Food Systems: Concepts, Impacts, and Issues, ERR
97. May 2010. U.S. Department of Agriculture, Economic Research Service.
Food for Profit Program
Basic food business start-up
instruction:
• Realities of business
ownership
• Legal requirements
• Food safety
• Developing a business plan
• Niche marketing strategies
• Packaging and labeling
• Pricing your product
Incorporating Risk Management
In 2011, added these topics to the workshop:
• Good Agricultural Practices (GAP)/Good Handling
Practices (GHP)
• Hazard Analysis Critical Control Points (HACCP)
• Adequate/correct Insurance Coverage
• Allergen notification
• Pro-active recall planning
In 2013, Good Management Practices (GMPs)
joined the other five strategies.
Growing the Program
• Massive updates/changes (since 1990s)
• Focus changed from “pin money” to “serious
business”
• Increasing percentage of farmers seeking
diversification of income
• Increasing percentage of food entrepreneurs
seeking locally grown commodities
Workshop/Fact Sheets/On-line
• “Annie’s Project” type class
– Interactive/discussion-based
learning
• 10 Fact Sheets
– Business development
– Business growth
• On-line, self-paced class
– 24/7 access
– 2013  added 7th module on
risk management
Client Response
• Since the “renaissance” of FFP (fall 2010) 982
participants; 211 since October 2013
• Train-the-trainers in PA, MD, WV, and TN
• 171 respondents, 2013/14 post-survey tool:
– 95% (147/155) rated “Needs Met” Good/Excellent
– 99% (165/168) rated “Speakers” Good/Excellent
– 96% (161/164) rated “Materials” Good/Excellent
– 57% (85/149) said program Met Expectations;
36% (54/149) said program Exceeded Expectations
Knowledge Gain -- Starting a Food Business
11%
31%
No Change
1 step
2 or 3 steps
58%
Knowledge Gain -- Legal and Liability Issues
18%
38%
No Change
1 step
2 or 3 steps
44%
Importance: Having a Written Plan
150
very important
11
moderately important
somewhat important
1
Importance: Food Safety Protocols
152
very important
moderately important
10
Risk Mgt Strategies: Food for Profit
120
100
80
60
1st Exposure
N/A
40
> Info
20
Will adopt
0
Risk Management Steps:
Intermediate Impact
18
16
14
12
10
8
6
4
2
0
Researched further
Attended class or talked to
consultant
Adopted/expanded use of
strategy
Future Opportunities
• NE SARE funded Professional Development
– Train/apprentice additional educators
– Develop additional fact sheets/resources
• Beyond the original states (PA/MD/WV)
• Training available for Extension Professionals
– Webinar
– Guided Application
– Apprenticeships
Discussion/Questions