Taking the Story to Market, and Back

Brian 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)

www.buylocalpa.org

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).

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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.”

34.6%

17.6%

9.6%

28.3%

9.8%

1.7%

4.9%

6.6%

38.4%

48.4%

2.5%

14.1%

60.9%

6.6%

16.0%

0% 10% 20% 30% 40% 50% 60% 70%

Less than$10,000

$10,000-49,999

$50,000-99,999

$100,000-499,999

$500,000+

Value of SalesLand in FarmsFarms

PA Farms, Land and Sales, 2002 by Market Value of Ag Products Sold

2002 Census of Agriculture National Ag Statistics Service-PA, USDA

58,105 farms ( with sales or potential sales of $1,000+ in 2002 )

$0

$20

$40

$60

$80

$100

$120

Direct Sales for Human Consumption Top Ten States in 2002

Mill

ion

Dol

lars

National Ag Statistics Service-PA, USDA2002 Census of Agriculture

0

5000

10000

15000

20000

25000

30000

1987 1992 1997 2002 2007

Food produced and consumed in PA ($ millions)

PA ag sales

PA food consumption(extrapolated)

Food Alliance Certification

PA Good Food Policy Alliance