Enhancing Community
Support and
Knowledge of Local
Agricultural Issues on
Maryland's Lower
Eastern Shore
Shannon P. Dill and Laura K. Hunsberger
University of Maryland Cooperative Extension
• Objectives
– Local Food Promotion
– Maryland Demographic Information
– Outreach Projects
• Lower Shore
• Talbot County
– Additional Resources
History and Success of ‘Buy
Local’ Campaigns
Successes of Local Food
Campaigns
• Community Involved in Sustainable
Agriculture
– Started in 1999
– Penetrated 3 counties in Western
Massachusetts
– “I see a Local Hero Everywhere!”
– Positive Impact for Local Farmers
• Over 125 Local Hero Farms over 150,000 A of
land
Local Campaign Successes, Cont.
– Local Hero is a Recognized Brand
– Recognized by restaurants and retailers
• 46 retailers
• 15 restaurants
– Local Hero has become a National Model
for implementing successful public
awareness campaigns for locally grown food
Perceptions of Local Food
• Consumers have a basic understanding of local
foods
– Grown several miles away
– Within their state of residence
• Consumers realize that this represents
minority of the products available for sale.
• Price and visual appearance major determining
factor
– First choice over organic
– Consumers may not understand differences
Demographics of supporters of
local ag products
• Women, regardless of outside of the home
commitments (work, childcare) remain more
active in deciding and preparing what
Americans eat.
• Women remain the primary grocery shopper
and do 90% of the cooking.
• Communities often enjoy the ‘rural character’
of their area but do not plan on farming being
a vital part of the townships future.
Demographical Profile of Organic
and All-Natural Buyers
•
•
•
•
Female, Caucasian
Average age 48 years
Household income $56,000
Education
–
–
–
–
H.S. degree
Some college
College Graduate
Post graduate degree
• Location
– Urban/Suburban/Small Town
– Rural
20%
30%
30%
16%
67%
31%
n=224
(Consumer Preferences Towards Nutritional Labeling)
• Larger households (more than 4) were 17 percent
less likely to consider nutritional labeling when
choosing food.
• Suburban households were the most likely to be
nutritionally conscious (23% higher than urban)
followed by rural (20%)
• Those with higher levels of education (beyond high
school) were more likely to use nutritional labeling.
• 73% of consumers find it important to know whether
their food was produced locally or regionally (38%
said it was very important)
• 85% of consumers say they trust smaller scale farms
to produce safe, nutritious food.
Display the edible treasures of
your community!
• The latest, Edible Chesapeake, will
debut mid-April appear at grocery
stores, such as Whole Foods, hotels
and tourism bureaus.
• The quarterly magazine will focus
on food grown in the Chesapeake
region, featuring profiles of
farmers, chefs, restaurateurs and
wine makers.
• Local celebrity chef John Shields,
owner of Getrude's restaurant, will
write a regular cooking column.
Getting local restaurants to
support local farmers
In April 1999, Nora became America's first
certified organic restaurant. This means that 95%
or more of everything that you eat at the
restaurant has been produced by certified
organic growers and farmers all who share in
Nora's commitment to sustainable agriculture.
2132 Florida Avenue, NW
Washington, DC 20008
• Tersiguel's is the quintessential
French Country "from the farm to
your plate" cooking.
• Tersiguel's cuisine is reflective
of the seasons, with a garden
that produces lettuces, herbs,
vegetables, and fruits. From our
greenhouse that produces edible
flowers, to our goat dairy from
which we produce chevre
cheese.
818 Connecticut Ave, NW
Washington, DC 20006
202-331-8118
• Dining at Equinox is a
regional and seasonal
experience.
• Chef Todd Gray has
remained true to his
roots of the mid Atlantic
region by showcasing
local products with a firm
grip on traditional
culinary technique, yet
distinguishes his cuisine
by respecting the flavor
of the modern palate.
Maryland
- 5.5 Million People
- 42nd in Land Area
- Ranks 5th in
Population Density
with 541.9 people
per square mile
- 12,100 Farms
- 2,040,000 Acres in
Farmland
Maryland's Eastern Shore
• Nine counties on the Delmarva
Peninsula, located between the
Chesapeake Bay and the Atlantic
Ocean.
• Market access to such major
metropolitan areas as Philadelphia,
Richmond, Baltimore and
Washington, D.C .
• Total population within a 150-mile
radius of the shore exceeds 22
million.
• More than a third of MD's land area,
it only has a population of 420,792
(2004 census estimate), about 8% of
Maryland's population.
www.choosemd.org, Department of Business and Economics
Eastern Shore
• The main economic activities on the
Eastern Shore are farming, seafood,
and services related to tourism
• 47% Ag Land in Maryland is on the
Eastern Shore
• MD population projected to grow 10%,
Eastern Shore population projected to
grow 20%
Agriculture
•
•
•
•
•
•
Corn
Soybeans
Small Grains (Wheat/Barley)
Poultry
Fresh and Wholesale Vegetables
Alternative Crops are beginning to
increase
Local Farming Issues
• Neighbor Complaints
– Production systems
– Animal agriculture
• Government Regulations and
Misunderstanding
• Economic Development
These issues drive the need for local
agriculture promotion and education
Maryland's Eastern Shore Includes:
• Upper Shore
– Kent County
– Cecil County
– Queen Anne's County
• Mid Shore
– Dorchester County
– Caroline County
– Talbot County
• Lower Shore
– Somerset County
– Wicomico County
– Worcester County
Wicomico County Demographics
• Population of 88,782 (’04), increasing an
average of 1,000/yr
• 73% Caucasian, 23% African American
and 2% each Hispanic and Asian
• 47% of the population is between 24-59
• Median household income $44,100
Wicomico County Education Level
2000
Population 25 yrs & older
% 2000
53,521
1990
% 1990
47,231
Less than 9th grade
3,190
6.0%
5,306
11.2%
9th-12th grade, no diploma
7,149
13.4%
7,851
16.6%
High school grad (inc equiv)
18,396
34.4%
16,351
34.6%
Some college, no degree
10,376
19.4%
6,930
14.7%
Associate degree only
2,692
5.0%
2,045
4.3%
Bachelor's degree only
7,326
13.7%
5,705
12.1%
Graduate or profess. degree
4,392
8.2%
3,043
6.4%
% high school grad or higher
80.7%
72.1%
% bachelor's degree or higher
21.9%
18.5%
Source: US Census
Wicomico Farm Stats
• Number of Farms
• Acres of Farmland
• Average Acres
Acres
Planted
Source: USDA / MASS, 2002
512
88,470
173
Corn
Soybeans
Wheat
Vegetables
Pasture
25,000
28,000
5,700
2,092
3,500
How to attract rural communities
to local food issues
• Articles in local newspapers
• Cooking demonstrations
– Cable Access
– Local Businesses
Using Local Cable Access
(No not Wayne’s World!)
• Pac-14 Local Cable Access channel for
Salisbury
• Serves 30,000 households
• Purpose:
– to promote local agriculture and increase
awareness of local food issues
Show history
• Local Foods
– Asparagus, strawberries
• Local Food prepared for Weight
Watchers
– Local crab, melons, roasted vegetables,
tomatoes
• Edamame
– Varieties, roasted, steamed
Show history cont.
• Ethnic Vegetables
– Tomatillos, hispanic peppers
• Peaches
– Preserves, peach crisp, peach and pecan
spinach salad
• Winter Squash
– Spaghetti, butternut/pumpkin
Peninsula Regional Medical Center
Employees Activity Council
• Purpose:
– To work interactively with a small group of like minded
individuals who have an interest in learning more about local
agriculture
• Attendees:
– Over 40 employees of the hospital engaged in discussion of
farming issues, nutrition and what foods are considered
‘local’ in their area.
– Employees were exposed to:
•
•
•
•
•
new melon varieties (mini melons)
winter squash
spinach
shiitake mushrooms
produce was provide by a local organic vegetable grower
Making Healthy
Wraps at PRMC
Eating Fresh and Local Survey
• To honor March as National Nutrition Month
• Recognized Local Food:
71% County
29% State
• 53% regularly patronize Farmers Markets and
Produce Stands
– 43% Did not but will try to in the future
• 100% will look for local produce where they
shop for produce and will purchase when
available
What attendees learned
• Organic Production
43%
• CSA’s
(Community Supported Agriculture) 15%
• Location of Local Markets
29%
Shore Transit Can Take You to the
Farmers’ Market!
Pocomoke City
Downtown Market Street at Front Street
May-October
Sat., 7:00 a.m.-2:00 p.m.
Berlin
North Main Street -Downtown Historic
Berlin
July-November
Wed., 12:00 noon-6:00 p.m.
April-December
Fri., 12:00 noon-6:00 p.m.
Ocean City
Phillips Restaurant parking lot—142d Street and Coastal Hwy
May-October: Sun., 8:00 a.m.-1:00 p.m.
June-September: Tues.& Thurs.,
Berlin and O.C. accept
8:00 a.m.-1:00 p.m.
WIC and Senior
July-September: Sat., 8:00 a.m.-1:00 p.m.
Nutrition Coupons
Department of Aging
Talbot County Demographics
POPULATION DISTRIBUTION
Age
Number
Under 5
1,800
5 - 19
6,110
20 - 44
9,460
45 - 64
10,780
65 and over
7,350
Total
35,500
Median household income 1999 $43,532
Note: Columns may not add due to rounding.
Maryland Department of Planning.
Percent
5.1
17.2
26.6
30.4
20.7
100.0
Talbot County
• 602 Miles of Shoreline
• Easton (county seat) rated as the 8th
Best Small Town in America & among
the Top One Hundred Small Arts
Communities in America
• Talbot County is the premier place on
the shore to dine
Talbot Agriculture
• Talbot County Farm Profile
– 240 Farms
– 107,000 Total Acres of Farmland
– 457 acres Average Farm Size
• Major Crops
– Soybeans, Corn, Wheat, Barley, Vegetables,
Nursery, Hay
– Broilers/Poultry 12,046,400
How has TA County Promoted AG
•
•
•
•
•
•
•
Website
Youth
Chefs
County Government
County Fair Tours
Agriculture correspondence
Collaborate
– Farm Bureau, Maryland Ag Education Foundation,
Dept of Tourism, Economic Development, Health
Department, Fair Board, Planning and Zoning, Soil
Conservation, Press
AG DAY at EHS
• Easton High School FFA sponsored an
AG DAY for awareness in agriculture
• All 4th graders in the county were
invited
• 283 Youth and 25 Adults
• 4th graders learn more about agriculture
and the foods we eat
Chef de Chef
• Welcome International Chefs to TA
County and discuss local agriculture
• Over 20 International Chefs
• 50 people in attendance
• Chefs learned about products grown in
this regional. Enjoyed tasting local
agriculture
County Government Ag Tour
• To tour local agriculture and inform local
leaders and decision makers of agricultural
issues in the county.
• County Council, Department Heads
• 25 people attended
• Local leaders have a better understanding.
Discussion about Avian Flu, Greenhouse
Structures and Value Added Dairy were the
greatest impact.
• Sponsored by Cooperative Extension, Farm
Bureau and Soil Conservation
Barn Tours
• Offer educational barn tours during the
county fair for visitors as an attraction.
• Fair goers with questions about animals
and exhibits at the fair.
• Over 50 people have participated
• Understanding of exhibits during the
fair and to learn more about agriculture
and farm families
Local News
• To educate residents of local
agricultural events and information.
• Local residents
• Circulation 20,000
• Notify them of agricultural events and
production information.
Farmers Market
• Outreach to home owners about farm
products, lawn care, IPM and other
home/garden issues.
• Shoppers at the market.
• Approximately 300 people at Sat
markets
• Regular visitors to the booth to discuss
local foods and requesting information.
Opportunities
• National Ag Day/Week
– 3rd Week in March
• Food Checkout Day (February)
– Celebrating Food Affordability
• Local Festivals and Celebrations
– Bar-B-Que Cook offs, Fairs, Seafood
Festivals, Ag Days, Heritage Fairs
Potential Collaborators
• Farm Bureau
– Young Farmers, Women’s Committee
•
•
•
•
•
Soil Conservation
School System
County Government
Farm Market Managers
Local Businesses/Restaurants
Resources
•
•
•
•
•
•
•
www.agday.org
www.mdagintheclassroom.com
www.fb.org
www.buylocalfood.com
www.pasafarming.org
www.futureharvestcasa.org
www.foodroutes.org
References
• US Census Bureau
• MD Department of Business and
Economics
• Maryland Department of Agriculture
• Talbot County Government
Resources
• Govindasamy, R and J. Italia. 1999. “Evaluating
Consumer Usage of Nutritional Labeling: The
Influence of Socio-Economic Characteristics.” New
Jersey Agricultural Experiment Station, P-02137-199.
• Pirog, R.S. 2004. “Ecolabel Value Assessment Phase
II: Consumer Perceptions of Local Foods.” Leopold
Center for Sustainable Agriculture, Iowa State
University.
• USDA National Agricultural Statistics, 2002.
• “Attracting Consumers with Locally Grown Products.”
2001. The North Central Initiative for Small Farm
Profitability. University of Nebraska, Lincoln.
We educate
farmers but all
of us need to
educate the
consumer