1	"Local Food" Local Food Julie Fox, Ph.D., http://directmarketing.osu.edu January 2009
2	Local Foods Locavore – a person who does all they can to eat locally grown food. Who’s Selling? Who’s Buying? What? Benefits of developing a local food system:: consumer satisfaction with nutritious and delicious food. local community & economic development. environmental impacts from reduced transportation costs. social benefits encouraged through building local relationships. Resources
3	Local Foods … Works in Ohio Ohio’s Changing “Farms” Established Farms Diversifying increasing number of small acreage farms (1 – 179 acres) 75 percent of Ohio farms New Landowners
4	Who is Selling? 140+ Farmers Markets (USDA) 600+ Farm Markets (ODA) 100+ Wineries (Wine Assn.) 90+ CSAs (OEFFA) 8+ Produce Auctions Other Grocery Stores & Institutions Cooperative Marketing, Chef-Grower Networks,… Local/Regional Food Initiatives
5	Who is Buying? 79.27% survey respondents report buying Ohio products What will they pay for? Taste 60% Fresh & Value-added Men will pay more for local produce than women Older consumers less likely to pay more premium (age is not as important as gender) Households with kids will pay more premium… Some college made them pay higher premium (Stan Ernst, 2007)
6	Who’s Buying What? Variety Seasonal fruits, vegetables, herbs Eggs, meat, dairy Flour, maple syrup, honey, juice, and other value-added products Cut flowers Interesting new products Attributes Organic product Others consumer interests/values Other Recipes & newsletters http://www.flickr.com/photos/da_/1433529069
7	Match Making Who is Buying/Selling? Customers Demographics (influences product selection, packaging, promotions, …) Other (psychographics,...) Preferences - EXPECTATIONS Sellers Sell only what produce? Formal/informal arrangements with others (cooperatives, re-seller,…) Preferences
8	What’s Happening in Oho County (Knox) Regional Miami Valley The Northeast Ohio Food Congress at www.neofoodcongress.org Lorain, Medina and Wayne County CVB’s have formed “Fresh Ohio.” “Fresh Ohio” will debut at Heartland Travel Showcase. State Various Organizations
9	State Resources OhioMarketMaker.com Free, easy-to-use web-based resource Allows users (producers & buyers) to update individual data & search all data. Maps potential markets by demographic characteristics (census profiles of targeted markets) Maps and provides profiles of food related businesses, including producers, processors, retailer, farmers’ markets, wineries and more
10	State Resources Governor’s Food Policy Council Food System Assessment Agriculture Viability Healthy Food Access Market Connections Amalie Lipstreu Senior Program Manager Sustainable Agriculture, ODA ALipstreu@agri.ohio.gov http://www.agri.ohio.gov/divs/FoodCouncil/foodcouncil.aspx#tog
11	State Resources Local Food Systems (blog, network,…) http://localfoodsystems.org/
12	State Resources Listserv of local food and farming locfood@osu.edu Ohio Department of Agriculture www.ohioproud.com Ohio Farmers’ Market Managers Network http://ohiofarmersmarkets.osu.edu To help local entrepreneurs preparing value-added foods: www.foodindustries.osu.edu OSU Local Food Research http://sri.osu.edu/
13	National Resources On-line course about how to frame the work of promoting local food systems. (tools, research, …Kellogg funded) www.hollyworks.com/frameworks/course
14	National Resources Marketing http://www.misa.umn.edu/vd/publications/marketing_local_food.pdf Distribution Supply Chain Basics: The Dynamics of Change in the U.S. Food Marketing Environment is available online at http://www.ams.usda.gov/MarketingServicesPublications Financing Growing Opportunity http://www.fccouncil.com/uploads/Growing_Local_Food_Systems.pdf (draft) Evaluating
15	Directory Listings National MarketMaker, www.ohiomarketmaker.com Local Harvest, http://www.localharvest.org Rural Bounty, http://www.ruralbounty.com The Eat Well Guide http://www.eatwellguide.org/ Biodynamic Farming and Gardening Association CSA listings http://www.biodynamics.com/csa.html NewFarm Farm Locator http://newfarm.org/farmlocator/index.php State OEFFA (organic), http://www.oeffa.org http://ec-ohio.com/index.php (Green) ODA, http://ohioproud.org Our Ohio, http://ourohio.org Local Search State and regional farm directories Local Food Directories. (2006). ATTRA The National Sustainable Agriculture Information Service. http://attra.ncat.org/attra-pub/localfood_dir.php
16	Creating the experience / story –What’s Unique?
17	Contact Julie M. Fox, Ph.D., fox.264@osu.edu Direct Marketing Specialist The Ohio State University South Centers College of Food, Agricultural, and Environmental Sciences - Extension & OARDC 1864 Shyville Rd. Piketon, OH 45661 Tel: +740.289.2071 Fax: +740-289-4591 http://directmarketing.osu.edu