Every Silver Lining Has a
Cloud!
Market Assessment & Analysis
SWOT ANALYSIS
Strengths
Weaknesses
Opportunities
Threats
SWOT ANALYSIS
It’s important that when you do a SWOT analysis, that you are
honest in how you assess your business. Having friends, family,
peers, or anyone else who knows your business well can be very
valuable.
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You can use SWOT to assess your business, your marketplace,
your workforce, or any other aspect of your business.
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trengths
What is a strength in one community may not be in
another. This is snapshot of market strengths
across the country.
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If there is a strength from your community we've
missed, please share when we get to the feedback
section.
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History and Tradition
Growing Public Awareness
Unmatched Growth
Quality
Creativity
Cool Factor
trengths
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History and Tradition
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holidays
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celebrations
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ethnic diets
trengths
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trengths
Growing Public Awareness
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75% of specialty food retailers say “local” is the most
influential food claim.
www.bealocalist.org
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trengths
Unmatched Growth
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Buying locally has moved from a trend or a fad, into a
full-blown movement.
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trengths
Quality
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Food picked at the peak of ripeness is better. It tastes
better and it’s more nutritionally dense.
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trengths
Creativity
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Creative people are drawn to the local food movement.
Find ways to put them to work for you.
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Cool
Factor
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trengths
W
eaknesses
Weaknesses can also represent opportunity,
especially if you're able to overcome it in a creative
or collaborative way.
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If there is a weakness from your community that
you've been able to overcome, please share when
we get to the feedback section.
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eaknesses
Price is still King
Seasonality
Traditional wholesale accounts are built for the big guys
Lack of Collaboration
Technology barriers
Some less polished business skills
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eaknesses
Price is still King
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Some consumers will always value the lowest price over
anything else. Small scale production tends to be more
expensive.
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eaknesses
Seasonality
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People are not in tune with seasonality the way your
farm is! They want what they want, when they want it.
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eaknesses
Traditional wholesale accounts are built for the big guys
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Retailers and restaurants prefer being able to buy
everything they need on the back of one truck.
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eaknesses
Lack of Collaboration
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Some farmers and food producers see the other
farmers in their community as the competition, rather
than as a partner. A rising tide raises all boats.
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eaknesses
Technology barriers
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Shoppers are buying online more than ever. And local
food shoppers are learning about local products and
farms online as well.
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eaknesses
Smaller infrastructures and support networks.
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hreats
Threats are usually things you can't control. That doesn't mean you
shouldn't recognize them. You need to know thereout there, and be
prepared in case they affect you.
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hreats
Localwashing
Catastrophic weather events
Lack of succession Planning
Changing Regulations
Environmental Degradation
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hreats
Localwashing
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Big companies have already started advertising
campaigns to leverage the idea of buying locally.
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Catastrophic weather events
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Floods
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Droughts
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Hurricanes
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Tornadoes
hreats
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hreats
Lack of succession planning
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Farms are being lost to changing generations.
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hreats
Changing Regulations
While some states are changing regulations to make it
easier to produce food, some agencies are doing the
opposite.
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hreats
Environmental Degradation
Keep in touch with what environmental concerns are being
raised in your community.
Some of you out there will be affected by these issues.
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pportunities
The local food system right now is a world of
opportunity. This list is in no way all encompassing.
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Please share places you've seen opportunity!
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Facilitated Market Places
Places People Gather
Emerging Demographics
Value Added Products
Social Media
Allergen Communities
SNAP
pportunities
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pportunities
Facilitated Market Places
Examples in New York State
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www.wholeshare.com
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www.farmiemarket.com
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www.field-goods.com
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www.foodshedbuyingclub.com
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www.thegoodfoodcollective.com
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Places People Gather
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large workplaces
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community centers
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hospitals
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schools & universities
pportunities
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Emerging Demographics
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new parents
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Latino
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Southeast Asian
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African
pportunities
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pportunities
Value Added Products
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your own line
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selling ingredients to other producers
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co-branded
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Social Media
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Facebook
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Twitter
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Instagram
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Pinterest
pportunities
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Allergen Communities
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Gluten Free
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Soy-Free
pportunities
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pportunities
Changing Regulations
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Check with your state Agriculture & Markets office to
find out about cottage food laws.
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pportunities
SNAP
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Supplemental Nutrition Assistance Program
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@SmallPotatoes42
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www.iamsmallpotatoes.com
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facebook.com/SmallPotatoes42
@NYFarmersMarket
www.nyfarmersmarket.com
www.facebook.com/FMFNY
www.nyfvi.org
facebook.com/NewYorkFarmViabilityInstitute