INCREASING PRODUCTION KNOWLEDGE
& PROFITABILITY OF URBAN, SMALL &
DIVERSIFYING FARMERS
Crystal Weber
Community Development Specialist
University of Missouri Extension
The Kansas City metro offers a growing number of
outlets for fresh, locally grown produce, value-added
foods and meats. Individual, retail and institutional
buyers seek access to new growers and producers and
local products to diversify production lines. Specialty
crop growers, experienced farmers, small landowners
and urban dwellers are seeking to diversify earnings
potential or being second careers lack access to
relevant, research-based educational programs.
KANSAS CITY METRO AREA
GROWTH OF LOCAL AND DIRECT MARKETING

US Growth in Farmers Markets

KC Metro Growth in Farmers Markets

2004
2008
2012


2004
2008
2012

KC Metro increase of nearly 44%*



3,706
4,685
7,864
Nationally that is an increase of
nearly 9.6%*
*USDA-AMS data collection from
1994-2012

27
34
49
*MU Extension data collection from
2004-2012
GROWTH OF LOCAL AND DIRECT MARKETING
Community Supported Agriculture (CSA) programs
5 CSAs in 2004
Marketing as ‘Certified Organic’ or using ‘Organic growing
methods’
13 in 2012
Range from ‘Certified Organic’ to Grocer/Retail CSAs
GROWTH OF LOCAL AND DIRECT MARKETING
GROWTH OF LOCAL AND DIRECT MARKETING

University and non-profit
support is bolstering the
local purchasing efforts
of:




Hospitals
Restaurants
School Food Service
Grocery/Wholesalers

This project will allow participants to experience two
hands-on workshop series that will increase
production and business development knowledge and
abilities.


Grow Your Farm
Growing Growers
PROJECT TEAM

Crystal Weber
 Community
Development Specialist, University of
Missouri Extension Metropolitan Food Systems
Team
 Grow Your Farm

Marlin Bates
 Horticulture
Specialist, University of Missouri
Extension Metropolitan Food Systems Team
 Growing Growers
PROJECT COLLABORATORS-GROWING GROWERS
Kansas State University Research & Extension
 Lincoln University (MO) Extension
 Additional G.G. project support partners
 Area direct-marketing agricultural producers

PROJECT COLLABORATORS-GROW YOUR FARM
Local USDA-NRCS
 Local Small Business, Technology and
Development Center
 Independent Social Media Contractor
 Independence Economic Development Council
 Ennovation Center
 Area direct-marketing agricultural producers

AUDIENCE EMPHASIS-FOR BOTH PROGRAMS





Small farm & ranches
Women producers
Retiring/transitioning
producers
Socially disadvantaged
producers
Limited resource
producers






Immigrant producers
Specialty crop producers
Sustainable producers
Value-added producers
Producers converting
production & marketing
systems
Metropolitan producers
MARKETING EFFORTS









Extension newsletters, list-serves and client
consultations
Local grower list-serves
Facebook
Missouri Farmers Market Association
Missouri Sustainable Agriculture, Research and
Education program
Local and state USDA offices
1890 Land-Grant University
Local Congressional field offices
City Council member offices
KANSAS CITY METRO AREA*
KCMO
Acreage Pop.
319
480K
KC Metro
7952
2.085K
US Rank
16
30
*US Census
EDUCATIONAL PROGRAM SERIES

Growing Growers

A production-focused,
year-long series aimed
at:

Grow Your Farm

Increase existing farm
productivity
 Increasing the # of new
farms in the metro


A project of MU
Extension, KSU Research
& Extension, Cultivate KC
and Lincoln University
(MO)
An agri-business
development series aimed
at:


Increasing existing and new
agri-businesses in
developing the skillset to
plan for and manage their
business
A University of Missouri
Extension curriculum
REASONS FOR PARTICIPATION
GROWING GROWERS
A seasonal approach to offering educational
and hands-on learning to market growers,
utilizing university research & extension, a
broad range of firsthand experiences from
seasoned farmers and allowing participants to
explore this knowledge throughout an entire
year.
GROWING GROWERS

Plant Propagation &
Production Planning

Basics of planning field
maps, scheduling
plantings, transplant
production options and
basic seed starting.
Host farm review their
production planning
methods.
GROWING GROWERS

Understanding &
Managing Soil

Introduction to soil
structure & qualities,
building and maintaining
soil health and nutrient
management. Discuss "at
home" and laboratory soil
quality tests and host
farm discusses use of
cover cropping to build
and maintain soil quality.
GROWING GROWERS

Small Equipment &
Irrigation

Basics of drip irrigation in
providing efficient water.
Understanding of
different options of water
sources and systems
available to growers. Host
farm provides hands-on
demonstration of small
farm equipment and
discuss tractor safety and
operation
GROWING GROWERS

Introduction to Fruit
Production

Basic production
principles for a variety of
small fruit including:
blueberries, raspberries,
blackberries,
strawberries, and grapes.
Look at field trials of fruit
at area botanical garden.
GROWING GROWERS

Post-Harvest Handling &
Market Prep

Discuss keeping produce
fresh and utilizing proper
food safety practices to
ensure a quality product for
market. Discuss GAPs,
food safety practices and
potential sources of on-farm
microbial pathogens. Host
restaurant will discuss how
to make connections with
and prepare produce for
wholesale markets.
GROWING GROWERS

Insect, Disease & Weed
Management

Explore various, research based tactics of
Integrated Pest
Management (IPM) for
sustainable fruit and
vegetable production.
Host farm will discuss
current, on-farm
management strategies.
GROWING GROWERS

Farm Business Planning &
Management

Address business planning
& management with outline
of basic steps for developing
and implementing a
successful business plan.
Host farm will discuss
basics of business
management as well as
their experiences developing
their own business.
GROW YOUR FARM
A series approach to introducing participants
to business concepts through instructor-lead
presentations, participant homework, group
activities and farm visits to individuals putting
their agri-business plans to work.
GROW YOUR FARM

Identifying Values &
Creating Goals

Identify personal and
family values, begin
farm visioning process
and begin to develop
farm mission statement
and goals by utilizing
values & vision.
GROW YOUR FARM

Walking the Farm

Learn to assess and
identify on-farm
resources, land and
water. Begin an
inventory of all farm
buildings, equipment,
soils, waters,
easements, dangers
and more.
GROW YOUR FARM

Assessing Opportunities

Understand the
importance of market
demand, diversification
to manage risk and how
to match opportunity to
market demand.
GROW YOUR FARM

Planning Your Farm

Understand the
importance of a written
business plan, learn the
different components
and terminology of a
farm plan and begin
basic outline of your
farm plan.
GROW YOUR FARM

Keeping Track of
Finances

Understand critical
financial terminology,
the pros and cons of
popular farm
recordkeeping tools and
begin to utilize these
tools on a trial basis to
determine best fit.
GROW YOUR FARM

Marketing Farm Products

Understand why
marketing is an essential
piece of a business plan,
learn the three areas of
agriculture marketing,
increase awareness of
alternative marketing
options.
GROW YOUR FARM

Understanding Legal
Issues

Gain a broad
understanding of some
of the legal issues agribusinesses face,
identify where to find
information to assist in
understanding legal
issues.
GROW YOUR FARM

Presenting Plan to
Peers

Incorporate values,
marketing & finances
into a usable plan.
Practice presenting
yourself & your
business. Get useful
feedback from peers.
FINDINGS-GROW YOUR FARM

Before series



19 participants taking
part with aid from ERME
Nearly ½ have some
produce growing
experience
Nearly ½ have NO
produce growing
experience

After series*

Participants are finishing
up the program with
specific market growing
experience
Season extension
 Wholesale/retail consumer
wants





*Series ends in July 2013
Displaying foods
Selecting for quality
Food safety measures
Desire to remain
connected to other
farmers
FINDINGS-GROW YOUR FARM

Before series





Seeking to make smart
financial decisions
Desire to invest in on-farm
processing equipment
Wanting to pass farm to
next generation
Seeking to retire from offfarm job and farm full-time
Wants to implement
vertical integration
techniques into farm
operations

After series





Be confident in all my farm
decisions
Be happy with my profession
Continue to interact and
learn from each other
Going to slow down and do
more research/intern on
farms
Participants thought the
program was well worth the
money they paid, but were
not willing to pay its true
cost.
STILL TO DO

An Autumn follow-up survey to both series
participants to better understand how
participants did, or did not, implement
business principles into their operations and to
gain an increased understanding of the longterm knowledge gain that participants have
retained.