Local Foods Becoming Big Business

Once thought of as the domain of health nuts and hippies, the buy-local movement has gone mainstream and farmers in the U.S. are starting to see some green.

According to a recent USDA report, in 2008 American farmers made nearly $5 billion selling fruits and vegetables at farmer’s markets and to local supermarkets and restaurants. While they remain just 2 percent of the nation’s agricultural sales, locally grown foods are continuing to grow in popularity among the public and farmers as awareness grows about the benefits of buying local.

Agriculture is the top industry in Ohio — contributing more than $107 billion annually to the state’s economy. The Ohio Department of Agriculture showcases locally made and grown products — everything from fruit to eggs to wine — with the “Ohio Proud” program. The program, which launched in 1993, has grown from 180 participants in 2008 to more than 470 today.

“The growth is attributed to the fact that consumers are very much interested in buying local products because they want to know who is growing their food and where it comes from,” said Lori Panda, senior manager for the Ohio Proud program in a recent Columbus Dispatch article. “Not only do Ohio consumers want to support Ohio businesses, they’re also concerned about food safety.”

According to Food Routes, a national nonprofit organization dedicated to promoting local foods, the benefits of buying and eating locally grown or produced foods are many and include:

• A stronger local economy — Buying local keeps dollars circulating in your community
• Fresh products — Local food is fresher than food shipped long distances from other states and countries and many believe the taste is better, too
• Supports family farms — With each local food purchase, you ensure that more of the money you spend for food goes to the farmer
• It’s good for the environment — Local food doesn’t have to travel far, so there’s less carbon dioxide emissions and packing materials
• Knowledge of how your food is grown — Knowing where your food comes from and how it’s grown, i.e., organic, pesticide-free, etc., enables you to make personal food choices for your family

Photo obtained from: portlandmonthlymag.com










Survey reveals consumer thoughts about U.S. food system

Sustainability is a hot topic in agriculture lately, as consumers are bombarded with messaging about the price, safety and availability of food.

As food and agriculture coincide, sustainable agriculture is a movement interlocking the success of three concepts: farm profits, farm communities and eco-friendly farming practices.

The Center for Food Integrity (CFI) recently released results from its 2009 Consumer Trust Survey about sustainability. CFI is a nonprofit organization that promotes dialogue, advocates best practices, addresses consumer issues and serves as a resource for accurate, balanced information about the U.S. food system.

CFI member organizations represent each segment of the food chain, including farmers, ranchers, processors, government and companies that deliver food products under local, regional and global brand names.

The purpose of the survey was to better understand consumers’ decision-making processes in regard to food purchasing, since most consumers are largely uninformed, and to help build confidence in the American food system.

Survey respondents were asked a series of questions regarding their beliefs about the following stakeholders of the food system: farmers, restaurants, grocery stores and food companies.

Survey Highlights

• Consumers hold farmers most accountable for sustainability in the food system.
• Consumers hold restaurants least accountable for sustainability in the food system.
• Men are more trusting of the information that was presented than women.
• Consumers are willing to be educated about the food system.
• Consumers trust food more if it is made in the U.S.
• Food prices are not as great a concern for consumers as they were one year ago.
• Consumers do not consider organic food as healthy as they did two years ago.
• Consumers perceive farmers as most competent among industry groups and therefore, place the most trust and responsibility in them.

A Webinar presented by CFI about the survey, including survey questions, can be accessed at:

http://www.4shared.com/file/153522650/43682205/CFI_Consumer_Trust_Research_Webinar_--_Sustainability.html

As the results indicate, consumers’ trust in and expectations of farmers are great responsibilities to bear. Farmers are charged with creating and supplying an affordable, dependable food supply that meets sustainability standards.

Interestingly, respondents also believe that having shared values and ethics among industry members is more important than the groups truly demonstrating sustainability competence.

What conclusions do you draw from the survey results? What kinds of questions should the next survey include? How can farmers and other members of the food industry demonstrate their commitment to sustainability? Do farmers deserve more recognition for their role in the industry?

USDA Campaigns for Local, Regional Food Systems

Food and agriculture are at the center of national dialogue as of late, re-introduced to the masses because of the “Food, Inc.” movie release, TIME magazine commentary “America's Food Crisis and How to Fix It” and most recently, a new USDA campaign launch.

The government branch is allocating millions of dollars in its budget to spur a nationwide conversation about how food travels from farms to plates.

“Know Your Farmer, Know Your Food” is Agriculture Secretary Tom Vilsack and Deputy Secretary Kathleen Merrigan’s initiative that aims to educate Americans about the importance of promoting local and regional food economies in our country’s food system to:

• Create new income opportunities for farmers
• Promote sustainable agriculture
• Generate wealth that remains in rural communities
• Supply healthier food
• Decrease energy expenditure

"An American people that is more engaged with their food supply will create new income opportunities for American agriculture," said Vilsack. "Reconnecting consumers and institutions with local producers will stimulate economies in rural communities, improve access to healthy, nutritious food for our families and decrease the amount of resources to transport our food."

The USDA will “use existing USDA programs to break down structural barriers that have inhibited local food systems from thriving” and has allocated the following toward the campaign:

• Risk Management Agency – $3.4 million for collaborative outreach and assistance programs to socially disadvantaged and underserved farmers. These programs will support “Know Your Farmer” goals by helping producers adopt new and direct-marketing practices. For example, nearly $10,000 in funding for the University of Minnesota will bring together experts on food safety and regulations for a discussion of marketing to institutions like K-12 schools, colleges, universities, hospitals and other health-care facilities.
• USDA's Food Safety and Inspection Service proposed regulations to implement a new voluntary cooperative program under which select state-inspected establishments will be eligible to ship meat and poultry products in interstate commerce. The new program was created in the 2008 Farm Bill and will provide new economic opportunities for small meat and poultry establishments, whose markets are currently limited.
• Rural Development – $4.4 million in grants to help 23 local business cooperatives in 19 states. The member-driven and member-owned cooperative business model has been successful for rural enterprises and brings rural communities closer to the process of moving from production-to-consumption as they work to improve products and expand appeal in the marketplace.
• USDA's Rural Development will also announce a Rural Business Opportunity Grant in the amount of $150,000 to the Northwest Food Processors Association. The grant will strengthen the relationship between local food processors and customers in parts of Idaho, Oregon and Washington and will also help the group reduce energy consumption, a major cost for food processors.

Advocates of buying locally produced foods cite safety and transportation-energy costs as primary factors in the dialogue.

Michael Abelman, founder and executive director emeritus of the Center for Urban Agriculture at Fairview Gardens, as well as a recognized practitioner of sustainable agriculture and proponent of regional food systems, commented about the government movement:

“We (society) are part of a broad movement reclaiming food from faceless, long-distance industrial providers. We're demanding not only that it be safe, but that it taste good – and that it be grown in a way that honors the land and those doing the work. And while it's true that we could slip up and make someone sick, the results of any carelessness would be smaller, more local.

“Food safety doesn't hinge on monitoring tiny bacteria. It depends on the most fundamental aspect of a healthy food system – relationships – biological, personal, ecological and local. Those relationships are on a scale small and, so, familiar.”

Vilsack solicits the campaign in a YouTube video and encourages consumer feedback to help shape the $65 million promotion at the campaign Web site via e-mails or comments via Twitter.

“Know Your Farmer, Know Your Food” poses the question, “Every family needs a farmer. Do you know yours?”

Will the campaign be successful in its goals to create awareness and change? What reforms/modifications to the food system should the USDA consider? Should any agribusinesses be concerned?

Time Critiques Nation’s Food System

On the heels of “Food Inc.” comes “America's Food Crisis and How to Fix It," an article that appeared in Time magazine Aug. 2. The commentary is journalist Bryan Walsh’s take on the good, the bad and the ugly – scratch that, just the bad and the ugly – that is our country’s food supply.

Walsh describes the mechanics of the current U.S. agricultural industry as taking an unforgiving toll to the environment, animals and humans. He cites government subsidies, concentrated animal conditions, fertilizer/chemical treatments, antibiotic use and equipment output as contributing factors.

U.S. Food Policy blog posted about the article writing, “The report by Bryan Walsh is strongly worded, and the choice of sources for commentary seems daring.” Blog followers had mixed reviews.

One blogger wrote, “The Time magazine article is very far from objective journalism. It's an opinion piece, not credible reporting. It's rare to see such a one-sided article in a national medium. The article should be an embarrassment to Time.”

While another announced, “While I consider this article as ‘preaching to the choir’ as far as I am concerned, it's nice to see the mainstream media pick up on the food crisis in America. The way this article is presented, it spreads the tenements of the locavore movement without being too wonky or standoffish.”

To underscore the heightened interest of the subject even more, Twitter hosted a discussion session regarding the article Aug. 25. using its AgChat (#agchat) feature.

While Walsh does an excellent job lamenting about America’s “industrial style of food production,” he neglects to present both sides of the argument by citing the reasoning and advantages of our society’s food methodology.

The efficiency of the U.S. food system cannot be denied. Farmers today are producing more food on less land while 98 percent of farms are still family based, contradicting what most cynics try to make the public believe. The average farmer now feeds 129 Americans, compared with 19 people in 1940, according to Walsh’s article.

Responsible farming is thriving throughout the country. American Farmland Trust (AFT) is one of many nonprofit organizations dedicated to protecting our nation's strategic agricultural resources by promoting conservation farming techniques and policies.

Walsh says demand for meat and poultry worldwide is set to rise 25 percent by 2015, while at the same time admitting that sustainable food is pricier than conventional food.

How are producers supposed to meet this demand in a manner that is both economical and effective with organic farming alone? It is simply not feasible.

Our country’s food formula is deserving of more respect than it has been given as of late. Most American farmers are at work daily providing an abundant, affordable food supply while actively engaging in sustainable agriculture practices.

The Hand That Feeds U.S. is an educational resource for urban media about the importance of U.S. agriculture to the security and future of our country. The project provides information relevant to our nation's farming industry, while also seeking to combat the current misinformation-campaigns about food prices and renewable fuels.

Located at its Web site is a series of unpublished letters to the editor from ag-industry members, refuting farming misconceptions that have appeared in recent noteworthy publications. We would encourage farmers to have their voices heard by also writing letters to the editor. The letters posted at the link above serve as a perfect template to help you get started.

Will hyper attention to our nation’s food system result in any industry changes? Should the federal government publicly declare its opinion? What can farmers do to educate consumers and the media?

Local Food Important to Consumers

Safety, quality and the environment seem to be on the minds of American consumers lately. In light of recent food scares and the push for greener lifestyles, many are opting to buy local foods or get their produce directly from the farmer. This cuts down on the amount of energy and emissions associated with transporting food from different areas of the country.

A recent study by Ohio State professor Dr. Marvin Batte found that grocery shoppers are willing to shell out more money for locally grown foods. Deemed fresher, more environmentally friendly and a boost to local farmers, consumers say they were willing to pay more for quality produce.

On the heels of this study, Wal-Mart announced that it is beginning an initiative to purchase and sell more than $400 million worth of produce grown by local farmers this year. This move will cut 672,000 “food miles” and add up to about $1.4 million in annual savings for the company. Wal-Mart is now the nation’s leading purchaser of community produce.

Local farmers’ markets are also thriving. The number of markets in the U.S. has increased 21 percent in the past four years. According to the U. S. Department of Agriculture, farmers’ market revenue will top $1 billion this year. What used to be a rural phenomenon has turned into a hip trend.

Some consumers are taking their environmental convictions and love of local food one step further. A growing group of Americans has passed over grocery stores and markets completely by purchasing shares of community farms. According to a July 10 article in The New York Times entitled “Cutting Out the Middlemen, Shoppers Buy Slices of Farms,” this new brand of sharecropping has increased in popularity since its inception in the 1990s. Shareholders in these farms pay a fee and are entitled to a certain percentage of crops and livestock. This movement has supported small local farmers and allowed the community to take an active role in food production.

These trends are already making an impact on how farmers operate. In addition, the push for local food and environmentally friendly practices seem likely to continue for the foreseeable future.

The question now is: How will this affect the American agricultural industry?