USDA’s Local Food Directories Ed Ragland –Economist Carlos Coleman – Agricultural Marketing Specialist Americo Vega-Labiosa – Agricultural Marketing Specialist Agricultural Marketing Service U. S. Department of Agriculture 2018 National Agricultural Marketing Summit September 17, 2018
USDA’s Local Food Directories Helping farmers that sell agricultural products direct from the farm to connect with their customers.
Why List in USDA’s Local Food Directories Its’s Free • On-line • Listing is self-service, and updates appear within 2 business days • Markets can be mapped • Driving instructions to your market are available •
Why List in USDA’s Local Food Directories, (cont.) National in scope • Policy makers and planners use it to estimate the size of the sector • App developers access the data • Your voice heard through surveys •
USDA’s Local Food Directories is a family of direct to customer directories: Farmers Market Directory • Community Supported Agriculture Directory • Food Hub Directory • On-Farm Market Directory •
History of USDA’s Farmers Market Directory 1994 – 2000 hard copy FM Directory published every other year 2002 – 2008 electronic FM directory data available every other year 2009 – electronic FM directory data available every year 2010 online directory - updated annually
History of USDA’s Farmers Market Directory (cont.) 2011 online directory - updated quarterly 2012 online directory - updated monthly 2013 - Current -- online directory - updated every 2 business days 2014 - added 3 new directories CSA, Food Hub, On-Farm Market
History of USDA’s Farmers Market Directory (cont.) Survey of farmers market managers – listed in Directory • Identify trends in FM sector • Increase the dialogue about the sector and elevate the discussion • Provide suggestions to the sector to improve market revenues • Office of Management and Budget, (OMB) raised the bar • National Agricultural Statistics Service, (NASS) collaborating with Agricultural Marketing Service, (AMS)
NASS/AMS 2020 Survey of U.S. Farmers Market Sector • First statistically sound look at the entire FM sector • First time that FM data will be reported by NASS • First population estimate of the FM sector in the U.S. • Survey will be voluntary • FM Directory will only show updated listings
USDA’s National Farmers Market Directory lists: markets that feature two or more farm vendors selling agricultural products directly to customers at a common, recurrent physical location.
USDA’s National CSA Directory lists: farm or network/association of multiple farms that offer consumers regular (usually weekly) deliveries of locally- grown farm products during one or more harvest season(s) on a subscription or membership basis.
The Food Hub Directory lists: businesses or organizations that actively manage the aggregation, distribution, and marketing of source- identified food products to multiple buyers from multiple producers, primarily local and regional producers, to strengthen the ability of these producers to satisfy local and regional wholesale, retail, and institutional demand.
USDA’s National On-Farm Market Directory lists: markets managed by a single farm operator that sells agricultural and/or horticultural products directly to consumers from a location on their farm property or on property adjacent to that farm.
Update of Local Food Directory Platform unique and stable ID’s • direct to customer enterprises will list on the same platform sharing contact • information across directories API users will have to fill out survey prior to getting access to data so API • users can be identified and communicated with regarding data updates
Update of Local Food Directory Platform Agri-tourism directory will be added to platform • Community garden directory will be added to platform • Information hub will be built to allow FM managers to share • information with State Associations, State Dept. of Agriculture, Market Maker ……
Who uses USDA’s Local Food Directories? Researchers (who would want to download the • whole database) Buyers of local food • Potential market suppliers • Supplementary businesses (e.g. mid-scale processor) who • might place a business near a cluster of hubs Researchers doing feasibility studies • Lenders understanding the local food marketplace •
Why does it matters? 1. Marketing Tool 2. Research and policy making
How to search in USDA’s Local Food Directories www.usdalocalfooddirectories.com
• National Farmers Market Directory - Payment methods accepted - Address - Products - Number of vendors - Operating days and hours
• National Food Hub Directory - Legal status - Type of wholesale markets served - Type of direct-marketing served - Production practices required by product - Operational services offered
Purp rpose e of th the U USDA DA Nati ational Far armer ers Ma Market Man Manager S Survey? • Collects information about farmers market trends and activities to assis ist mana nage gers wit ith t h the heir ir o orga ganiz nizin ing a g and nd promot promotion onal e efforts • Provide benchmark data and information that can help info inform d decis isio ion-makin ing fo g for lo local a l and nd regio giona nal fo l food pla lanne nners • Inform the public about one of the more important marketing channels for new, beginning, and smaller- scale agricultural businesses
Constantly Evolving Conditions and Drivers for Farmers Market Development An I Instr trument t Novel for S Sustai ainabl able e Co Communit ity Econom omic Event Ev Devel elopmen ent Opportuni unity Sit ite t e to Acqu quire e for N or New, Fres esh, L Locall ally- Beginni inning ng, a and nd So Sour urced Smal aller er-scale ale Products Pr Pr Production
Ma Mark rket Con ondit ition ions f from rom t the Ma Manager’s P Pers rspective
Popular ar Market keting S g Strat ategies egies Percenta tage o of Markets ts H Hosti ting A Alte ternati tive Marketing Ch Channels SERVED AS A COMMUNITY-SUPPORTED AGRICULTURE (CSA) 24% 24% ENTERPRISE PICKUP/ DROP OFF POINT MARKETED DIRECTLY TO RESTAURANTS 15% 15% MARKETED DIRECTLY TO FOOD SERVICE 7% 7% SATELLITE/ OUTREACH MARKETS IN FOOD DESERTS 3% 3% MOBILE FARM MARKET 2% 2% SERVED AS AN AGGREGATION/ DISTRIBUTION POINT FOR LARGE 1% 1% VOLUME SALES TO WHOLESALE BUYERS (E.G. FOOD HUBS) 0% 5% 10% 15% 20% 25% 30%
Socra crata ta Web eb Rep Reporting and and O Open Dat Data Pl Plat atform "A Look in the Mirror" - allow market managers to query farmers market attributes similar to their own to gain a sense of what markets like themselves do and how they perform using survey data "Sector Snapshots" - curated high level statistics on the farmers market sector using survey data "Counting Markets" - publicize farmers market participation in the Local Food Directories and estimated counts at the State, Regional and National Level
2020 National al F Farmers M Marke ket Manag nager er Survey w ey with NASS The first scientific estimate of the number of farmers markets located in the U.S. (Web scraping) The first National Agricultural Statistics Service ( NASS) survey of the U.S. farmers market sector (Instrument Design, Cognitive Testing, Pre-survey mailings) Information about farmers market operations, management, and performance
How can an YOU U hel help? Market Managers – Update your listing in the USDA Farmers Market Directory http://www.usdalocalfooddirectories.com/farmersmarketdi rectoryupdate/FM_Portal_Public.aspx • FM Association Directors and State/Municipal Contacts – Send Farmers Market Lists to the Directory/Survey team Edward.Ragland@ams.usda.gov AmericoJ.Vega-Labiosa@ams.usda.gov CarlosP.Coleman@ams.usda.gov
Farmers Market Exchange App Poster Session Monday, Sept 17, 3:15pm. Crystal Ballroom, 1 st floor.
Edward Ragland, Economist Carlos Coleman, Agricultural Marketing Specialist Americo Vega-Labiosa, Agricultural Marketing Specialist USDA, Agricultural Marketing Services Marketing Services Division Phone: (202) 720-8317 E-mail: Edward.Ragland@ams.usda.gov E-mail: CarlosP.Coleman@ams.usda.gov E-mail: AmericoJ.Vega-Labiosa@ams.usda.gov Website : www.usdalocalfooddirectories.com
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