Taking the Story to Market, and BackBrian Snyder, Executive DirectorPennsylvania Association for Sustainable Agriculture (PASA)
PASA Farmer Programs: Farming for the Future Conference (4 to 5 days; 2,000 participants; 40 states and 8 countries) 20 to 30 Farm Based Education field days Farm Based Research projects Policy Advocacy Newsletter, website, current events updates Regional gatherings Special events (e.g. Grassfed Beef Cook-off)
Consumer Research Highlights • “Core” market for local foods: 10 – 20% of consumers. • Biggest “driver” for locally-grown food: self-interest. • Top factor is freshness (90 – 93%) – tastes better, more nutritious. • Best Message: Locally-grown = freshness/quality/taste. • Support for farmers and local economy is strong, but secondary. • Consumer Attitudes on Pricing: • ~10 to 20% segment of the market that would pay more for locally-grown. • Any premium in pricing must be 10% to be broadly accepted. • Biggest negatives : perceptions of inconvenience and price. • Women are the dominate decision makers. • Older people trend toward local food (food safety > price).
Core Value Proposition Value Proposition has four pillars (programs): • Information/Education – Where to go and why it matters. • Member Connections/Exchange – Members help members. • Events – Signature events and small local programs. • Membership Rewards – Discounts and incentives. Note: Items in green may have the greatest value for current Loyalists while those in pink may have the greatest value for“fencers.”
PA Farms, Land and Sales, 2002 by Market Value of Ag Products Sold 58,105 farms ( with sales or potential sales of $1,000+ in 2002 ) 2002 Census of Agriculture • National Ag Statistics Service-PA, USDA
Direct Sales for Human Consumption Top Ten States in 2002 Million Dollars 2002 Census of Agriculture • National Ag Statistics Service-PA, USDA
Food Alliance Certification PA Good Food Policy Alliance