The Kansas Rural Center promotes the long term health of the land and its people through education, research and advocacy.

Transcription

1 The Kansas Rural Center promotes the long term health of the land and its people through education, research and advocacy. The Rural Center cultivates grassroots support for public policies that encourage family farming and stewardship of soil and water. The Center is committed to economically viable, environmentally sound and socially sustainable rural culture.

2 Plan to Grow Your Market Developed in partnership between Kansas State University, the Kansas Rural Center and USDA's Risk Management Agency's Commodity Partnership Program and USDA S Sustainable Agriculture Research and Education Program

3 Dollars in the Food Sector Billions of Dollars Farm Input Market Industry Sector Stewart Smith

4 Leopold Center for Sustainable Agriculture

5

6

7 Competencies for Innovation Capture ideas Seek challenges Broaden skills Experience diverse environments Seek alliances

8 Vision and Mission What are you building? Why are you building it? The One Page Business Plan, Jim Horan

9 Technology of Participation, Institute of Cultural Affairs

10 Vision and Mission We will only sell high quality products and good food. We will build cultural diversity to bring the community together. We will educate customers about healthier foods and agriculture. The market will create a fun atmosphere with opportunities for social interaction. This will create a market for vendors to make money, circulate dollars within the community and act as a business incubator.

11 Crafting Measurable Goals What does this market need to accomplish? How will we measure success?

12 Crafting Measurable Goals Our Farmers Market will strive for 10% growth in annual sales at the market.

13 Strategies How are we going to build our market over time? Plans What is the work to be done?

14 Strategies and Plans A market management team will include Wendy, Beth, Diane and Laurie. Identify a location. Identify beginning and ending times. Promote the market through mailings, media, community organizations, flyers and creating special events and music at the market. The team will recruit vendors. This will be done through word of mouth invitations; working with other partners such as KSU Extension, 4-H, and community organizations; media; and recruiting from other markets if the time of the market doesn t compete with that market. The next meeting will be Monday, May 8 at 6 PM. Wendy will send out an invitation along with location. Products to be sold at the market must be high quality, hand crafted or locally grown. Exceptions to this may be high quality fruits not grown locally which are highly desired by our customers. These nonlocal products must be identified according to where they were grown. Vegetables, berries and fruits must remain the focus of the products at the market. Other high quality, local products which are acceptable include baked goods, meats, eggs, chicks, pets, and handcrafted crafts, art and other products. A crafts screening committee including Beth and Laurie will evaluate acceptable craft products at the market. Ready to eat food vendors will be accepted at the market. The market will educate vendors about food safety rules and sales taxes. The market will not act as a regulator in the enforcement of state and local rules and regulations.

15 What is our strategic fit Opportunitie s & Threats What is needed? Mission Who are & Vision we? What do we intend Passion, StrengthsWhat are to do? & Weaknesseswe capable of doing?

16 Strategic Planning Practical vision Underlying contradictions (blocks) Strategic directions Next steps

17 Technology of Participation, Institute of Cultural Affairs

18

19

20

21

22

23

24

25

26

27

28

29

30

31

32

33

34

35

36

37 Attracting Consumers With Locally Grown Products Brad Zumwalt FOOD PROCESSING CENTER UNIVERSITY OF NEBRASKA 143 FILLEY HALL LINCOLN, NE

38 Attributes Important to Consumers Q. How important are the following in selecting the brands or products you purchase? Taste Quality Nutritious and Healthy Price Supports Local Farmer Locally Grown/Produced Environmentally Friendly Made by Small Local Co Product is State Grown All-Natural Food Local Store Brand/Label Organic 77% 62% 56% 46% 36% 29% 25% 23% 25% 20% 15% 8% 7% 18% 41% 39% 36% 31% 35% 40% 33% MEAN: 5.67 MEAN: % MEAN: % MEAN: % MEAN: % MEAN: 7.93 MEAN: 7.06 MEAN: 6.90 MEAN: 6.58 MEAN: 6.39 MEAN: 6.31 MEAN: 5.99 Base: All Respondents (n=500) Extremely Important Very Important

39 Food Trends Medifoods Prepped foods Responsible shopping baby boomers Artisan foods Ethnic foods and increasing simplicity Locally grown and organic foods Nutritious snacks Chicago Tribune

40

41 Methods of Advertising Television 0 22 Radio Permanent Signs Newspaper Direct mail 44 Signs/Banners on Market Day Brochures/Flyers Word of Mouth Effectiveness Very Effective Effective Not Effective Survey of Market Managers, OSU, 2002

42

43

44

45

46

47

48 Working Together Start with your heart. Start soft. Learn to look for silence or violence. Make it safe. Master your story. State your path. Explore other s paths. Move to action. Crucial Conversations, Patterson, Kerry, Joseph Grenny, Ron McMillan, Al Switzler.

49

50

51

52 Plan to Grow Your Farmers Market Jerry Jost Kansas Rural Center 2002 East 1600 Road Lawrence, KS (785) (mobile)