1 intro and marketing trends overview - cornell small farms€¦ · restaurant trends 30 20 10 the...
TRANSCRIPT
Preparing Small and Mid-scale Farmers to Enter Food Hubs, Groceries,
Restaurants and Cooperatives
Welcome & Meet Your Hosts• VioletStone,ProjectManager.CornellSmallFarmsProgram, NESARE
• DavidCox,CornellCooperativeExtensionofSchoharieandOtsego
• Mariane Kiraly,CornellCooperativeExtensionofDelawareCounty
• RebeccaMorgan,TheCenterforAgriculturalDevelopment&
Entrepreneurship(CADE)
Meet Today’s Instructors
LizHiggins,Business
Management
Specialist,EasternNew
YorkCommercial
Horticulture
of Cornell Cooperative
Extension
CrystalStewart
ExtensionVegetable
Specialist,EasternNew
YorkCommercial
Horticulture
of Cornell Cooperative
Extension
RichTaber,Grazing/Ag
Economic
Development
Specialist,Cornell
CooperativeExtension
ofChenangoCounty
Goal of the Training
In this 2 day workshop, producers of all
enterprises will learn how to produce and market product to wholesale
buyers, particularly food hubs, groceries,
restaurants and cooperatives.
For institutional markets, please see FINYS
You’re Invited!
Farmer-Buyer
Mixer
Monday, March
6th, 2017
3:00pm – 6:00pm
Meet LOTS of
Buyers
Day 1: Session Agenda
10:00am– 10:15amOverviewoftheTraining|Introductions
10:15am– 10:30amConsumerTrendsandtheDemandforLocal
10:30am– 11:00am Grading
11:00am– 12:00pmUniformity,ConsistencyandScheduling: BREAKOUTSESSION
forProduceandLivestock
12:00pm– 1:00pmLunch&Socializing
1:00pm– 1:15pm MorningRecap,Q&A
1:15pm– 2:00pm Labeling
2:00pm– 2:30pm Packaging
2:30pm– 2:50pm PalletStacking
2:50pm– 3:00pm StretchBreak&Socializing
3:00pm– 3:30pm KeepingProductionRecords
3:30pm– 4:00pm MeetingYourMarket’sFoodSafetyNeeds
testTraining Introduction
Opportunities AboundConsumer Trends & the Demand For Local
This powerpoint presentation is a companion resource to the curriculum “Baskets to Pallets” available for download at www.smallfarms.cornell.edu
Photo Source: Photo of Greenstar Coops Produce Display. Courtesy of
http://www.ithacaweek-ic.com/
GeneralTrends
20
10
GroceryTrends RestaurantTrends FoodHubTrends
20
10 10 10
GeneralTrends
30
20
10 Localfoodpurchaseswereestimated
at$12billionin2014,andare
expectedtogrowto$__billionby
2018.
Local Food Sales in the US Food Market
0.27
0.48
0.33
0.09 0.09 0.09 0.09 0.09
0.00
0.05
0.10
0.15
0.20
0.25
0.30
0.35
0.40
0.45
0.50
0
2
4
6
8
10
12
14
16
18
2008 2012 2013 2014 2015 2016 2017 2018
Sales(nBillions)
Year
LocalFoodSales %Change
Note:Theyellowportionofthelinegraphindicatesprojectedgrowth,notactual
DataSource:AT Kearney:
https://www.atkearney.com/documents/10192/6773369/Firmly+Rooted+the+Local+Food+Market+Expands.pdf/863737a6-
0b44-40d0-b339-da25c4563dc3
GeneralTrends
30
20
10
Direct-to-Consumer(D2C)sales
decreasedfrom2007-2012.
AccordingtotheUSDAEconomic
ResearchService,thisisdueto
___________________________
Declining Sales in Direct-to-
Consumer Outlets
DataSource:USDAERS:
http://www.ers.usda.gov/media/1763057/ap068.pdf
a) Consumerdemandforlocalfood
throughD2Cmarketingoutlets
plateaued
b) D2Cmarketingoutletsarecompeting
forthesamedollar(marketsaturation)
c) Wherelocalfoodsystemshavebeen
thriving,farmersmayhavebeenableto
increasesalesthroughintermediated
marketingchannels.
test
GroceryTrends
30
20
10 Inasurveyof1500shoppers,96%
nowdescribe_________asproducts
grownorproducedwithin100miles
fromthepointofsale.
Grocery Trends
• 96%ofsurveyrespondentsdefinedLOCALas
beinggrownorproducedwithin100mils
frompointofsale
• 78%ofsurveyrespondentsarewillingtopay
apremiumof10%ormoreforlocalfood
• 67%ofrespondentswerewillingtomakea
separatetriptoaretailertheyknewhadlocal
produceontheshelves
Photo Source: Photo of Wegman’s Produce Display. Courtesy of pinterest.com
DataSource-AT Kearney:
https://www.atkearney.com/documents/10192/6773369/Firmly+Rooted+the+Local+Food+Market+
Expands.pdf/863737a6-0b44-40d0-b339-da25c4563dc3
test
GroceryTrends
30
20
10 93%ofgroceryshopperssaythat
__________isthemostimportant
attributeofthefoodtheypurchase
a) Fresh
b) Quality
c) Sustainable
d) Healthy
• 93%ofsurveyrespondents
associatelocalwith“fresh”,
whichistheprimarypurchasing
factorforgroceryconsumers
• Spotlightisexpandingfromlocal
produce,meatandseafoodto
preparedfoodsanddriedgoods:• Canned/jarredfoods:increased
from5%in2014to13%in2015
• Prepared:increasedfrom10%to
23%
• Bread:increasedfrom9%in2014
to18%in2015
Grocery Trends
DataSource:ATKearney:https://www.atkearney.com/documents/10192/6773369/Firmly+Rooted+the+Local+Food+Market+Expands.pdf/863737a6-0b44-40d0-b339-da25c4563dc3
RestaurantTrends
30
20
10 TheNationalRestaurantAssociation
surveyed1,600chefsinFallof2015
todetermine‘Hot’trendsfor2016.
TheNo.1trendwas:a) Locallysourcedmeatsandseafood
b) Fresh/house-madesausage
c) Locallygrownproduce
d) House-made/artisanpickles
DataSource-NationalRestaurantAssociation:http://www.restaurant.org/News-Research/Research/What-s-Hot
Restaurant Trends: What Words Stand Out?
Restaurant Trends: What Words Stand Out?
DataSource-NationalRestaurantAssociation:http://www.restaurant.org/News-Research/Research/What-s-Hot
Restaurant Trends
https://www.youtube.com/watch?v=3mZLjToejy0
FoodHubTrends
30
20
10 Inthe2015NationalFoodHub
Survey,79foodhubswereasked
“Howmanyfarmssellproductsto
you?”Themeannumberoffarms
was:a) 10
b) 40
c) 80
d) 120
Food Hub Trends
• Meannumberofsuppliersto79surveyed
hubswas80farms
• 92%ofhubsthatrespondedsaidthat
“most/all”producershadlessthan$500Kin
sales-FOCUSONSMALLANDMID-SIZED
FARMS
• Manyaredrivenbyasocialmissionwiththe
number1driverbeing“Increasingsmalland
mediumsizedfarmers'/ranchers'accessto
markets
Photo Source: Photo of Eden Valley Growers
http://www.buffalonews.com/city-region/food-hub-to-serve-small-farmers-help-them-
sell-to-large-buyers-20150217
DataSource:2015NationalFoodHubSurveybyMichiganStateUniversityandWallaceCenter
test
Pallet Stacking Activity
FirstLayerStackingPattern
9boxesperlayer
SecondLayerStackingPattern
9boxesperLayer