Empowering Women
through the Locally
Grown Foods System
2010 National Women in Agriculture Educators Conference
March 24, 2010
Baltimore Tremont Plaza Hotel, Baltimore, MD
Presented by: Brandy Brabham, Jodi Richmond and Jennifer Williams
West Virginia University Extension Service
Historic Look at US Farms
Number of Farms, 1978 to 2007
• The 2007 Census of
Agriculture counted
2,204,792 farms in the
United States, a 4
percent increase from
2002. The number of
farms nationwide has
been on a declining trend
since World War II. The
latest figure indicates a
leveling of this trend, with
a net increase of 75,810
farms.
Source: 2007 US Census of Agriculture
How Do Women Compare?
When compared to all farms nationwide, those with female principal
operators tend to be smaller both in terms of size and sales. However,
women are more likely to own all of the farmland that they operate.
All
Farms
MaleOperated
Farms
FemaleOperated
Farms
418
acres
452
acres
210
acres
$134,807
$150,671
$36,440
Sales & Government
Payments <$10,000
58%
55%
75%
Average Age of
Principal Operator
57.1
56.8
58.8
Farming as
Primary Occupation
45%
46%
40%
Operator Owns
All Farm Acres
69%
66%
85%
Average
Size of Farm
Average
Value of Sales
Source: 2007 US Census of Agriculture
What Do Women Produce?
Women-operated farms
tend to be diverse.
Women are much more
likely than their male
counterparts to operate
farms classified as “other
livestock farms,” a
category that includes
horse farms, or “all other
crops,” which includes hay
farms. Men, meanwhile,
are much more likely to
run grain and oilseed
farms and beef cattle
operations.
Source: 2007 US Census of Agriculture
How Far Does the Average
American Meal Travel?
A major study called "Food, Fuel, and
Freeways" recently put out by the Leopold
Center for Sustainable Agriculture in Iowa
compiled data from the U.S. Department
of Agriculture to find out how far produce
traveled to a Chicago "terminal market" -where brokers and wholesalers buy
produce to sell to grocery stores and
restaurants.
Source:
http://www.leopold.iastate.edu/pubs/staff/files/food_travel072103.pdf
How Far Does the Average
American Meal Travel
1500 miles
The 30,000 Mile Dinner
Main course
Beef steak from the Midwest………………………………
Baked potato from Idaho…………………………………….
Salad
Lettuce from Mexico or California……………………
Sweet onion from Peru…………………………………………
Cucumber from Mexico………………………………………..
Carrots from California……………………………………….
Tomato from Mexico and gassed
on its trip to turn red…………………………………
1,000 mi
1,800 mi
2,000 mi
3,400 mi
2,000 mi
2,000 mi
2,000 mi
Fruit plate
Grapes from Chile………………………………………………
Banana from Ecuador…………………………………………..
Canned pineapple from Thailand………………………. …….
4,500 mi
2,700 mi
8,600 mi
Total Miles Traveled……………………………………………
30,000 mi
Foodbourne Illness Outbreaks
• 1993 E. Coli 0157:H7
Tainted Ground Beef
– Improperly cooked
• 4 died
641 infected
• 2003 Hepatitis A Green Onions from Mexico
– Likely due to handling procedures
• 3 dead 500+ contracted
• 2006 E. Coli 0157:H7
Bagged Spinach
– Contaminated irrigation water
• 3 dead 104 hospitalized
• 2008 Salmonella
Peppers & Tomatoes from Mexico
– Contaminated irrigation water
• 2 dead 1442 infected
• 2009 Salmonella
Peanut butter
– Unsanitary conditions
• 8 dead 575 sick
Health & Nutrition Concerns
• Obesity
Type II diabetes
Heart disease
High blood pressure
Osteoarthritis
Asthma
Certain Cancers
Stroke & many other problems
Growing Interest in Local Foods
•
Nation is experiencing a local food
movement (Capture the
Momentum)
•
Average American meal travels
1,500 miles from farm to plate
(Environmental Concerns)
•
Demand for fresh & raw products is
growing (Chefs/ “Foodies” & Health
& Nutrition Concerns)
•
More and more people like the idea
of knowing where their food comes
from (Food Safety & Security)
Growing Interest in Local Foods
Growing Interest in Local Foods
More Shopping at Farmers
Markets
Farmers Market Growth:
1994-2009
In 1994, the U.S.
jklj
Department
of Agriculture
(USDA) began publishing
the National Directory of
Farmers Markets which list
farmers markets known to
operate in the U.S. As of
2008, USDA currently
does a comprehensive
update every year. The
graph to the left shows the
number of markets at each
update.
Increase in Food Preservation
• Over the last year we have
seen increases in seed sales,
home gardens, and now
canning.
• The Jarden Corporation,
manufacturers of both Ball and
Kerr jars, reports 30% sales
increases in these products,
and that's on top of a 30%
increase from the previous
year.
Marketing is Key to Success
in Local Food Production
**************
Local Foods is a Niche
Market and needs to be
planned for accordingly
How do You Get started?
• Don’t get overwhelmed
• Use quality resources
• Know what questions to ask
• Think about personal preferences & strengths
• Use a combo of approaches to see one that
works best for you
Why Direct Market
• Get a better price than commodity market
• Small to mid-sized farmers don’t have quantities
preferred by the commodity market
• Small quantity can appear unique & special to
consumers
• Ability to emphasize freshness and quality of your
product to customers
Direct Marketed vs. Commodity Market
Product
Direct Marketed Price
USDA Ave. Price
Beef, 1000 lbs lv wt
$800-$1,100
$673-$880
Hog, 220 lbs lv wt
$150-$275
$77-$114
Chickens, 4 lbs
$8-$16
<$1.00-$1.76
Eggs, 1 dz large
$1.50-$2.30
$0.24-$0.72
Honey, 1 quart
$9-$10
$2.10-$4.17
Dry beans, 1 lb
$1.00-$2.20
$0.17-$0.26
Potatoes, 100 lbs
$20
$7.07-$12.30
Apples, 1 lb
$0.50-$2.00 (table quality)
$0.18-$0.28
Apples, 1 bushel (48 lbs)
$10 (sauce quality)
$3.34-$3.86
Strawberries, 5 quarts
$8-$12 (Pick-Your-Own)
$5.88-$7.71 (prepicked)
Tomatoes, 1 lb
$1-$4 (table quality)
$0.34-$0.44
Tomatoes, 1 bushel (50 lbs)
$12-$25 (sauce quality)
$1.45-1.52
Direct Marketing Options
The sell of a product you produced directly to the consumer
• Farmers Markets-a group of farmers selling their products, in set
location, on set schedule
• On-Farm Store-permanent structure on the farm to operate yearround & offer more variety than roadside stand.
• Roadside Stand-a booth or table set up along a roadside on or near
the farmers property during the growing season.
• Agritourism-any farm enterprise that has a main focus of
entertaining a customer as the product or one of the products to sell.
• Community Supported Agriculture (CSA)-selling shares or
subscriptions to the season’s crop in advance of the season to
provide a weekly batch of produce.
Farmers Market
On-Farm Store
Roadside Farm Stand
Agritourism
•Educational tours
•Petting zoo
•Hay rides
•Horse back rides
•Company parties
•Weddings
•Farmer for a Day
•Pay Ponds
•Overnight stays
•Much more!
Community Supported
Agriculture (CSA)
Buyers’ Club
•Customers Chose Selection
•Point Person Organizes Orders
from Group of Growers
•Need Diversity
Pick Your Own
Community Garden
•Share Knowledge
•Trade Produce
•Rent Plots
Seed Exchange Groups
•Good Source for Heirloom
Varieties
•Other Way to Market Crops
Internet Marketing
• Reach a large audience
• On-line Directories vs Own Website
• Don’t Forget Social Networking Sites
(ie Facebook)
Production Methods
-
Crop/Livestock Diversification
Season Extension
Value Added Products
Aquaculture/Aquaponics
Naturally Grown or Organic
Production
Crop/livestock diversification
• Minimizes risk by decreasing
dependence on a particular
crop or species
– Pests & Diseases have less impact
• Can have beneficial environmental
impacts (soil fertility, etc.)
• Examples:
– Grazing sheep & cattle
– Raising corn & beans
– Sunflowers & soybeans
Season Extension
Length of the growing season is a marketing
challenge in many areas of the US including WV.
Buyers need supplies year-round.
Quality suffers/Storage space required/ Growing
season doesn’t always match the season of
demand/ financial challenges
•
•
•
•
High tunnels
Greenhouses
Row covers
Storage facilities
Value-Added Products
• Farm products that are worth more
than the commodity market price
because of some special feature.
– Earn a greater portion of the consumers’ food $$$
– Ready-to-eat products open up more markets
– Options-home kitchen, co-packers, renting facilities to
do your own processing, invest in facilities/equipment to
do large-scale processing
• Examples:
– Pre-cut bagged salads, veggies, etc.
– Salsas, jams, specialty sauces & spreads, etc.
– Seasoned sausages, jerky, snack sticks
Aquaculture/Aquaponics
• Can be either large or small scale
production of plants, fish, mollusks, or
crustaceans
– Almost ½ the seafood in the American diet is now farm raised
which has environmental and economical impact
– However, some production systems require ↑ investment and ↑
expertise
• Examples:
– Hydroponic tomato production
– Tilapia production
Naturally Grown or
Organic Production
• Naturally Grown –
producers are certified
by Certified Naturally
Grown, Inc. (non-profit
organization)
• Network of farmers
inspecting each other’s
farms as needed
• Organic – grown without
synthetic fertilizers or pesticides
• Must be certified by USDA to
label as “organic”
• Producers must keep detailed
records which are then inspected
Do Your Homework
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Local, State & Federal Regulations
Growing Requirements
Market Availability, Trends, & Competition
Food Handling & Food Safety
Liability
Pricing
Branding, Labeling & 3-Party Certification
Internet Marketing
Talk to Other Farmers
Use Agency/Resource People
Resources
Agencies
-USDA
-FSA
-NRCS
-SARE
-Cooperative Extension
-State Departments of Agriculture
-State Departments of Health
-Conservation Districts
-Commodity Organizations
-State/Local Ag. Associations
-Other Farmers
Programs/ Actions
-Beginner Farm Loans
-Politic/ Community
-Involvement
-Grants w/ University & Private
-Promotion of Agriculture in
general
Challenge
• YOUR NEXT LOCAL “BIG EVENT”
– Use only locally produced foods
At the WV Small Farm Conference in Feb.
2009, WVU Extension spent $5,000.00
Questions or Comments?
Thanks For Attending!
Brandy Brabham, WVU Extension Agent, Calhoun/Roane County
Phone:(304) 927-0975
Email: brandy.brabham@mail.wvu.edu
Jodi Richmond, WVU Extension Agent, Mercer County
Phone:(304) 425-3077
Email: jodi.richmond@mail.wvu.edu
Jennifer Williams, Director, Agriculture and Natural Resources
Phone:(304) 293-2560
Email: JOWilliams@mail.wvu.edu