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Instructions for Webinar ParticipationGetting Started• The webinar will start soon• Audio is through your computer
speakers or headset – you may not hear sound until webinar begins
• If you see presenters talking but do not hear audio, use the to indicate you are not getting sound
• Audio check - use the option to do a sound check
How to Ask Questions1. Click on the icon to
submit a question to all panelists2. Type your question in the box and
click 3. to get Host’s attention
Technical Help• Distance Learning HelpDesk (800)
500-1554 for technical support
The webinar is being recorded and you will receive email instructions for accessing the archive.
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MSU is an affirmative-action, equal-opportunity employer. Michigan State University Extension programs and materials are open to all without regard to race, color, national origin, sex, gender, gender identity, religion, age, height, weight, disability, political beliefs, sexual orientation, marital status, family status or veteran status.
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@MSUCRFS
Center forRegional Food Systems
FARMERS MARKETS AS ENGINES OF ECONOMIC ACTIVITY:POWER IN NUMBERSSeptember 11, 2017
MSU Center for Regional Food Systems
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@MSUCRFS
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@MSUCRFS
WEBINAR OUTLINE & SPEAKERS
John MannAssistant Professor of Agricultural, Food, and Resource EconomicsMichigan State University
Dru MontriExecutive DirectorMichigan Farmers Market Association
OPENING COMMENTS
FARMERS MARKETS IN MICHIGAN : WHAT DO WE KNOW?
MORE ON DATA, SHARED MEASUREMENT
Michelle GagliardiSpecial Projects AssociateMichigan Farmers Market Association
Kathryn ColasantiSpecialistMichigan State UniversityCenter for Regional Food Systems
Jeff O’HaraAgricultural Marketing SpecialistUSDA Agricultural Marketing Service
Rich PirogDirectorMichigan State UniversityCenter for Regional Food Systems
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September 11, 2017
Dru Montri, Ph.D., Executive DirectorMichelle Gagliardi, Special Projects Associate
Farmers Markets as Engines of Economic Activity: Power in Numbers
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Mission: MIFMA advances farmers markets to create a thriving marketplace for local food and farm products
Vision: MIFMA places farmers markets at the forefront of the local food movement and works to ensure all residents have access to healthy, locally grown food and that Michigan farmers markets receive policy support
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Direct Marketing Farmers
$58.8millionworthofagriculturalsalesaresolddirecttoconsumersbyMichiganfarmersannually
(up8%since2007)
6,300+farmsdirectmarketinMichigan
Dollar value of direct to consumer agricultural sales reported in 2012 Ag Census. Number of direct marketing farmers reported in 2007 Ag Census. www.agcensus.usda.gov
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Michigan Farmers Markets
www.mifma.org
0
100
200
300
400
200120072009201120132015
GrowthinNumberofFarmersMarkets
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SNAP Redemption at Direct Marketing Farms and Farmers Markets in the Midwest 2010-2016
$41,100
$8,340
$579,000
$20,000
$91,200
$49,000
$110,000
$20,500
$1,080,000
$66,900
$167,000
$105,000
$192,000
$30,300
$1,530,000
$149,000
$201,000
$171,000
$307,507
$47,644
$1,701,926
$226,877
$224,395
$215,708
$393
,155
.00
$83,66
8.00
$1,581
,643
.00
$244
,579
.00
$240
,176
.00
$242
,610
.00
$406
,702
$97,84
6
$1,467
,768
$229
,690
$253
,151
$248
,834
$453
,584
$110
,004
$1,286
,481
$219
,050
$289
,010
$255
,989
I LL INOIS INDIANA MICHIGAN MINNESOTA OHIO WISCONSIN2010SNAPRedemption 2011SNAPRedemption 2012SNAPRedemption 2013SNAPRedemption
Source:USDAFoodandNutritionServiceBenefitsRedemptionDivision
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Strong Data = Strong Markets
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2016 Pilot Project
• 7 farmers markets in 6 rural communities
• Marquette, Menominee, Port Huron, Traverse City, Boyne City, Munising
• www.mifma.org/reports• USDA Rural Business
Development Grant
• 20 farmers markets across the state
• Operationalizing data collection• Market managers and MIFMA
have access• Partnership with Farmers
Market Coalition• Specialty Crop Block Grant and
MSU Center for Regional Food Systems
2017 Metrics Portal
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Hig
hlig
hts f
rom
201
6
SaraHardyFarmersMarketinTraverseCity
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Michigan Farmers Market Metrics Portal2017 Launch
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Data Collection Expectations
1. Vendor Survey/Registration2. Market Registration3. Vendor Attendance 4. Visitor Counts5. Customer Surveys6. Market Sales7. Vendor Information
(Optional)
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Mar
ket L
evel
MIFMAFarmersMarketattheCapitol
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Dat
a E
ntry
MIFMAFarmersMarketattheCapitol
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Port
al D
ashb
oard
DowntownMarquetteFarmersMarket
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Cus
tom
er S
urve
ys
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Net
wor
k L
evel
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Partners
• Farmers Market Coalition• MSU Center for Economic
Analysis• MSU Center for Regional Food
Systems• MSU Extension
• Growing Hope• Michigan Department of
Agriculture and Rural Development
• Fair Food Network• Farmers Markets
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Michigan Farmers Market Association
Phone: 517-432-3381
www.mifma.org
Thank You
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@MSUCRFS
MORE ON FM ECONOMIC DATA:FINDINGS FROM MICHIGAN STUDYJohn Mann, PhDCenter for Economic AnalysisMSU Product Center – Food-Ag-Bio
MSU Center for Regional Food Systems
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Observationsinthedata
Lookedat(1)DUFB/SNAPtransactiondata,(2)vendorsurveys,and(3)DUFBcustomersurveys
SNAPredemptionsbetween2011-2015• Amongstatewideretailers:-$737M(-24%)
• Fewerbenefitswereissuedstatewide
• Farmersmarkets:+$130K(+21.5%)• Abletoincreaseshareofbenefitsredeemed
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$0.0
$20.0
$40.0
$60.0
$80.0
$100.0
$120.0
$140.0
2010 2011 2012 2013 2014 2015
AverageSN
APTransactio
n($)
#FM(AveTran)10($21)53($16)67($11)94($12)114($12)114($14)
AtsomeFM’saverageSNAPtransactionsabove$20threshold– somecustomersarespendingbeyondtheincentive.
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DUFBConsumerSurveys
1. Prices:2outof3believepriceatFMsameorlessthangrocerystore.
2. Selection&Quality:75-80%saidselection&qualitybetteratFM.
3. Travel:90%traveledlessthan20minutestoFM,and65%droveownvehicles.
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VendorSurveys
1. Moreseasonedvendors(10+yearsatFM)morelikelytoparticipateinSNAP(+10%)andDUFB(+13%).
2. Lessseasonedvendors(>10yearsatFM)makehighershareoffarmsalesatFM.
3. General:about2outof3vendorsreportedmaking$28KorlessfromFM
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1. Vendorslessseasoned&higherpercentofsalesatFMmorefavorableview.
2. General:• Yeartoyearincreaseinfavorableperception.
• HigherDUFBissuedcorrelatedwithmorepositiveperceptions.
• VendorsatFMinrural-adjacentcountiesmostfavorableview.
ViewofDUFBonBottomLine
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DUFBTransactionsStudyResults
• Impact:“SNAP+DUFB”nearly2X“SNAPw/oDUFB”• Interpretation:
1. DUFBvalueisinadditiontoSNAP2. Supportspriorworkthatcustomersreceiving
incentives/benefitsareamarketsegmentpositivelyimpactingFMsales.
• Additionally,preliminarystatisticalevidencethatsomeDUFB&SNAPrecipientsspendingbeyond$20matchthreshold– matchesobservationsindata.
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Summary:EvidenceSuggests
1. FMvendorsbelieveDUFBcustomersarenewbaseandimportanttotheirbottomline.
2. DUFBcustomersseevalueinFM.3. DUBFprogram:
• Addssalesrevenueseparatefrom/inadditiontoSNAP.
• Customersappeartobespending$inadditiontoDUFBbenefit.
Interpretation:DUFBconsumersrepresentanimportantmarketsegmentforFM.
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@MSUCRFS
DATA COLLECTION &SHARED MEASUREMENTKathryn ColasantiMSU Center for Regional Food Systems
MSU Center for Regional Food Systems
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@MSUCRFS
CHALLENGES WITH DATA COLLECTION
MSU Center for Regional Food Systems
ExpensiveTime consuming
Privacy concerns
Value unclear
Competing Interests
Limited capacity
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@MSUCRFS
POLLWhat is the biggest challenge that you face in
collecting farmers market related data?
• Time involved• Expense• Privacy concerns of potential respondents• Difficulty conveying the value of data• Limited staff capacity• Competing interests around the type of data desired• Other• Not applicable
MSU Center for Regional Food Systems
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@MSUCRFS
POLLWhat is the primary value of farmers market related
data for you?
• Informing market management and programs• Informing business practices• Securing funding or other support• Influencing policy• General learning• Other• Not applicable
MSU Center for Regional Food Systems
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@MSUCRFS
SHARED MEASUREMENT
Developing common measures
Democratizing knowledge
MSU Center for Regional Food Systems
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@MSUCRFS
SHARED MEASUREMENT GOALS
Increase access to
high-quality information
Develop and implement common metrics
Create co-learning
opportunities
Build capacity for collecting, using and
sharing data
MSU Center for Regional Food Systems
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@MSUCRFS
POTENTIAL COMPONENTS
Additional common
measuresDashboard of
indicators
Data portal Resource library
Communication platform
Access to TA & research services
MSU Center for Regional Food Systems
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@MSUCRFS
PROJECT EVOLUTION
Stakeholder engagement phaseCapacity building phase
Initial pilotsNext steps?
MSU Center for Regional Food Systems
October 2014
Fall 2017
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@MSUCRFS
ECONOMIC IMPACT ACTIVITIES
MSU Center for Regional Food Systems
Webinar:Tools for Assessing Economic Impact: A Primer for Food System Practitioners
Tuesday, September 19, 20173:00 – 4:00 pm EThttp://foodsystems.msu.edu/events
Data Collection Support:
Farmers Market Metrics Portal
New Guide:
Hosting Trainings:
USDA Toolkit: Economics of Local Food Systems
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@MSUCRFS
TAKE AWAYS
MSU Center for Regional Food Systems
Increase access to
tools
Foster culture of
data collection
Increase access to
informationBuild
capacity
Facilitate using data
Foster co-learning
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@MSUCRFS
DISCUSSIONPlease submit questions throughthe pod.
MSU Center for Regional Food Systems
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@MSUCRFS
THANK YOU FOR PARTICIPATING!
John [email protected]
Michelle [email protected]
Kathryn [email protected]
Jeff O’[email protected]
Rich [email protected]