TIP SHEET: Food & Farming Program

These tips are based on Sustainable Connections' experience developing a comprehensive and effective program to support and build a vibrant and sustainable local food and agriculture system in Northwest Washington.

1. Take stock of your community’s needs and assets

If you are considering starting a food & farming program in your community, you probably have some assumptions about what your community needs. Start by checking out those assumptions with existing businesses and organizations. Talk to farmers, to food processors, food sellers, your local cooperative extension office, conservation district, hunger relief organizations, and any other food and agriculture related groups in your area. Ask lots of questions! Avoid reinventing the wheel and duplicating other efforts. You may choose to do a thorough Community Food Assessment (see www.foodsecurity.org) or you may find that an informal process is enough.

THE FOOD & FARMING PROGRAM'S INTENDED OUTCOMES:
1) To increase the share of agricultural products consumed locally that are produced locally
2) To increase the number, diversity, prosperity, and sustainability of local agricultural producers

2. Decide what your program will focus on and how you’ll start

Now that you’ve done some homework, decide where you’d like to start! What is your geographic focus? What seems highest priority? What strengths do you have to build on—what can you do really well? Who do you want to serve, and how will you involve them in shaping the program? Keep in mind there is no one “right path” and there are many opportunities!

Example—We started our program by expanding our Think Local, Buy Local, Be Local program, into “Think Local, Buy FRESH, Be Local,” adopting a struggling farm map from another organization, and hosting a producer/buyer trade meeting. We rounded out the program over time, as we proved ourselves and built relationships.

3. Develop a steering committee of advisors and advocates

A carefully selected steering committee will be valuable to you in two important ways. They will be your advisors, providing critical insight and guidance based on their experience and connections in the community. They will also be your advocates, helping the community understand your program, and supporting your work through their own activities. Your committee should include well-respected representatives from the various areas you propose to include in your program, and professionals who provide resources for those you serve.

Example—Our steering committee, which meets quarterly, includes a farmer, restaurateur, financial advisor, insurance agent, food bank director, county extension director, representative from the state department of agriculture and a local foundation funder. 

4.Develop a Budget & Funding Plan/Partners

Based on your understanding of your community’s needs and your committee’s advice, decide what you will do first and what financial resources you will need to do it. There are many options to pursue. Think about who else will benefit or who else wants the same results, and these might be potential funders.

Example—Our program’s annual budget is $145,000, and its 130+ members are able to leverage the economies of scale and expanded opportunities of being within Sustainable Connections (700 members, and nearly $1m budget). The Food & Farming program is funded 14% by government economic development contracts, 11% from listings and ads in publications, 19% from business sponsorships, 10% from individual donations, 2% from education events, and 44% from foundations.

5. Recruit participants

Whatever your program focuses on, you’ll need participants! Participation will look very different depending on how your program evolves, but one key thing to remember is that very often, people get interested because someone they know and respect is involved. Emphasize and use your committee. And people stay involved because they feel well engaged and that they are getting good value for their time and money. The business ethic of customer service will get you far here.

Example— Our program is membership-based, focusing on business/farm members of Sustainable Connections but also allowing participation by nonmembers. Most of our projects include a fee for service with members receiving a discount. Sometimes food businesses get involved in the Food & Farming Program first and later join Sustainable Connections.

6. Launch with a project

Community buy-in will be very important no matter what your program looks like, and your program’s launch is a great time to build that buy-in. Whether you start with a publication, a trade meeting, an “eat local pledge,” or something completely different, be sure to do your first big project or event very, very well. Ask for feedback, measure results, evaluate how to improve, and take another step. Get your reputation off to a good start!

7. Our Top 3 Recommendations

• Be sure you are filling a needed role in the local food and agriculture community, and that you are well-positioned to fill it.
• Involve well-respected leaders and your eventual “clients” in shaping the program and advocating for it.
• Be clear and strategic about your action plan; this includes being clear about what you dON’T do!

Sustainable Connections Food & Farming Program areas:

Education: We provide educational opportunities for beginning farmers through Food To Bank On (see FTBO tip sheet) and the Whatcom Farm Incubator. We also offer regular workshops for producers and buyers around topics such as season extension, waste reduction, financial planning, and more, bringing in professionals to teach the workshops.
Success: 20 beginning farmers have gotten a leg up into the marketplace through Food To Bank On since 2003.

Connection: We work to build strong business-to-business relationships in the local food and agriculture community through trade meetings and expos, chef/ buyer farm tours, business referrals, and a local farms listserve.
Success: Trade meetings and chef farm tours in 2008 resulted in an estimated 400 new contracts between local producers and buyers.

Market Development: Our integrated approach to building the market for local food includes local branding, a local food & farm guide, an “eat local” event series, all-local restaurant specials, farm profile posters, point of sale materials, email newsletter, social networking, and extensive communications work.
Success: Since 2005, the Farm Map has grown from 37 to 132 businesses
listed, and 10,000 to 30,000 copies distributed to local eaters through over 200 locations.