taking the story to market, and back brian snyder, executive director pennsylvania association for...
TRANSCRIPT
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).
10
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