Southwest Marketing Network

Expanding Markets for SouthwestSmall-Scale, Alternative, and Minority Producers

www.swmarketingnetwork.org

Objectives:

• Network• Inform• Train• Research• Demonstrate

Activities:

• Contacts database• Website• Newsletter• Conference• Workshops• Research Projects• Demo Projects

Southwest Marketing Network

Steering Committee Partners

• Colorado State University Extension

• Farm to Table

• National Center for Appropriate Technology

• Navajo Nation Department of Agriculture

• The Farm Connection

• Traditional Native American Farmers Assoc.

• University of Arizona Extension

• Western Rural Development Center

Stew Smith

CHANGING SHARES OF THE AGRICULTURAL SYSTEM(Adapted from Stew Smith, 1992, "Is There Farming in Agriculture's Future?")

0%

10%

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1910 1990

YEAR

% O

F VA

LUE

FRO

M E

AC

H S

ECTO

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MARKETING SECTOR

FARMING SECTOR

INPUT SECTOR

Direct Marketing-Marketing without Barcodes

• Farm stand• Roadside stand• Farmers market• Pick-your-own• CSAs — Community

Supported Agriculture• Mail order• Internet

Where Do Producers Want to Sell in 5 Years?

Consumer Direct: Farmers’ Markets 60 Onsite 51 Mail 48 CSAs 32

Direct-to-Retail: Natural Food Stores 74 Restaurants 56 Supermarkets 41 Institutions 27

Wholesale: Natural Food Store Buyers 61 Distributors 49 Processors 48 Supermarket Buyers 45 Grower Co-op 39

Gloria’s Corn Field

Indian Corn

WHY LOCAL FOOD???Supports local farmers and ranchers.

Can preserve open space.

Can be more fresh and diverse.

Keeps money in local economy.

Allows better producer-consumer communication.

Uses less energy.

Salad Bar Photo

Southern Ute Academy Bison Tasting for Farm to School

SASCO

Sustainability Alliance of Southwest Colorado

Farm to SchoolCommunity Food Assessment

Mesa Verde GuideHomegrown Conference Proceedings

Local & State Policy IssuesRebuilding Our Local Food System Booklet

www.sustainableSWcolorado.org

jadyer@frontier.net

Rebuilding our Local Food System

Apples

Grants Greenhouse

1976-2005 Temp Trend (F)From Brad Udall, Feb 2008

Kennebec Snowmelt

Flower-----------------------------

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www.swmarketingnetwork.org

www.sustainableSWcolorado.org

jadyer@frontier.net

Energy for a One Pound Can of Corn(350 Calories of Food Energy)

Farm Production 450

Heat Processing 250

Steel Can 1000

Shipping 500

Bringing Home 300

Cooking/Cleaning 450

Total 2950

Very approximate data interpreted from Pimentel & Pimentel, 1985

Estimated Annual Food Purchases by Residents ofLa Plata & Montezuma Counties

Selected Products: Total Annual Estimated Purchases ($)La Plata County Montezuma County Both Counties

Beef 4,525,400 2,299,000 6,824,400Pork 3,029,400 1,539,000 4,568,400Poultry 2,861,100 1,453,500 4,314,600Eggs 822,800 418,000 1,240,800Fresh milk & cream 2,580,600 1,311,000 3,891,600Fresh fruits 3,945,700 2,004,500 5,950,200Fresh vegetables 4,020,500 2,042,500 6,063,000Processed fruit 2,374,900 1,206,500 3,581,400Processed vegetables 1,514,700 769,500 2,284,200Total of Selected Products 25,675,100 13,043,500 38,718,600Total of All Food 107,618,500 54,672,500 162,291,000

Estimates derived from Bureau of Labor Statistics Consumer Expenditure Survey, (www.bls.gov/cex/2003/region/region.pdf) accessed 12 Sep 2005

Organic & Beyond

• Organic performs well in:• Reducing synthetic chemical use• Using on-farm resources

• Organic is less effective in:• Reducing energy use• Conserving soil and water• Preserving family farms• Maintaining local economies

• Two Strategies:• Additional label claims used by producers• Organic evolves to be more comprehensive

Bob

Farm-to-School Wider Benefits

• Supports local agriculture and food

• Promotes healthy food choices

• Furthers public education through children

• Promotes local AND high quality food

• Challenges our cheap food policies

• In time it should promote:

• Value-added processing

• Season-extension/preservation

• Increased local production

Dry Farming Areas — Present Day

Dry Farming Areas — 1000-1100 AD

Dry Farming Areas — 1100-1275 AD

Managing Change in a Time ofPeak Oil and Changing Climate

• Build a Resilient Agricultural System

– Diversified production and marketing

– Based on healthy ecosystems

– Emphasizes local/regional food systems

– Adaptable

• Recognize “No Regrets Strategies”

• Ensure Social Justice

Assessment

• Packaging• Processing• Differentiating your

Product• Is it also Profit-

Added?

Value-Added Activities

• Grocery Stores• Regional Food Coops• Restaurants• Schools & Other

Institutions• Final processors• Cooperatives

Direct to Retail Marketing

Native American Farmers Market Development

• Working with eight Native American Communities in NM and AZ in farmers’ market development

– Shiprock, NM (2nd season)– Taos Pueblo, NM (1st season)– Pojoaque Pueblo, NM (3rd)– Jemez Pueblo, NM (1st )– Chinle, AZ (will begin 2008)– Tuba City, AZ (1ST season)– Acoma Pueblo, NM (2nd)– Crownpoint, NM (2008)