albemarle county economic development presents: agri … · 2014-02-27 · albemarle county...
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Albemarle County Economic Development Presents:
AGRI-BUSINESS MARKETING
CONFERENCE A conference that will bring together resources to assist Albemarle County-based
farmers and foodies with marketing resources
Monday, January 27, 2014
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Local Support of Agriculture –
A Passion
Gary Larrowe
County Administrator
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Why Agriculture?
BOS Goal to Support Agriculture
Development of Partnerships
Continued Development of Community Assets
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BOS Support - Economics
Food Sector is more stable than most other sectors
Additional $6,000 in transportation per load from California, plus water and other resource issues
Searching for new Economic opportunities
Full spectrum of employment opportunities and creation of new jobs
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Partnerships
Carroll County Public Schools School Farm STEM Lab for Agriculture Career Path Development in Agriculture Regional Partners City of Galax and Grayson County Wildwood Commerce Park Creation of Food Commission
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School Farm
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STEM Lab for Agriculture
Science
Technology
Engineering
Math
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Food Commission
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Food Commission
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SWVA Farmers’ Market
• History
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Wholesale Farmers’ Market
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Wholesale Farmers’ Market
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Meeting Commercial Needs
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Value Added - Basic Math
Corn and Hydro-Cooling
Shelf life – 2 days
With hydro-cooling – 2 weeks
Value without hydro-cooling $5.00 per crate
Value with hydro cooling $18.00 -20.00 per crate
Or increase of up to 400% in value for an additional $2.00 charge
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Pumpkins
3,000 acres $15 – 17 million = 3,000 trailer loads Community Impact $45,000,000
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Pumpkin Promotions
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Retail Farmers’ Market
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Community Cannery
USDA/ FDA Certified Cannery
Commercial Food Lab
Teaching Facility
Community needs
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Community Cannery
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Expansion of Economic Development Opportunities
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Economic Development and Agriculture – Next Generation
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Thank You
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What to sell, and where?
Lisa Reeder, Grower Services
Local Food Hub www.localfoodhub.org
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DIRECT AND INDIRECT FOOD SALES
Indirect: to anyone who ISN’T eating it
(Talkers! Number crunchers!)
Direct: to the consumer
(Eaters!)
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INDIRECT SALES OF VALUE ADDED FOODS
• Regulated by VDACS, the USDA, the FDA, and the local
health department
• Rules are designed to protect the ‘eater’ (and also
govern liability)
• Success requires a great product that you LOOOOVE
making, a keen mind for numbers and a strong vision
for branding (including packaging).
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INDIRECT SALES OF PRODUCE AND
PERISHABLES (this is where the Local Food Hub factors in…but we’ll circle back)
Requirements:
• Thorough mastery of your products – production, attributes,
pricing
• liability coverage (to varying levels)
• food safety awareness, willingness to stay current on issues
• ‘business’ skills and professionalism
Benefits:
• Potential to ‘move a lot of product’ if you have it
• Realize economies of scale in inputs, labor, packaging,
transportation
• Option of planning production to smooth workload & cash
flow
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For individual questions,
my colleague Adrianna and I will be at the
Local Food Hub table with organizational
information
and other materials.
Thank You !
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High Tunnel Growing for Profit
Planning, Production, and Marketing
Susan Hill, Hill Farm
“Tent Farming; Farm to Grocery Store”
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Welcome to Hill Farm
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Raised Bed Interior
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Irrigation
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Harvest is ready – now what do I do?
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Key Elements for Success
• Customers
• Products
• Logistics
Start with a Plan
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Start with a Plan
• Identify Customers
• Compare Market Prices
• Calculate Start-up costs
• Select crop
• Time to Maturity
• Harvesting
• Climate considerations
• Labor
• Storage
• Packaging
• Transport
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Study the Market
• Go Shopping, Check Prices • Talk to CSA Owners and Farm Sale Managers
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Consider Farmers Markets and Local Food Distribution Sources
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Select Crops
• Climate • Time to Maturity • Harvesting • Labor • Start-up Costs • Market Demand
• VSU/VT • Extension Service • Small Farm Conference • Library • Farmers • Seed Catalogues • Internet Research
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Let’s Get Growing!!
March Greens January Spinach
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Ready for Market
Golden Beets Our Best Seller This Summer
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Go to Market Ready to Sell
Process Product to Standards
• Pick in the morning
• Hydro-cool
• Spin Dry
• Package for Sale
• Use approved boxes
• Weigh with commercial scales
Store at Correct Temperature
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Customer Friendly Packing
Packing Supplies Only Perfect Produce
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Remember – Timing is Everything -First to Market -Last to Market -Fresh to Market
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First to Market/Last to Market October Produce
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Keep Records and Analyze the Results
Crop Quantit
y Unit Price Total Remarks
Baby Eggplant 54 pound $1.75 $94.50
Baby Lettuce 10 each $0.50 $5.00 Total Sales
Baby Swiss Chard 2.5 pound $2.50 $12.50
Baby Swiss Chard 19 pound $2.50 $47.50
Baby Swiss Chard 6 pound $2.50 $15.00 Chard $583.15
Baby Swiss Chard 4.5 pound $2.50 $11.25 Egglant $94.50
Baby Swiss Chard 20 pound $2.50 $50.00 Lettuce $512.75
Baby Swiss Chard 17 pound $2.50 $42.50 Filet Beans $109.00
Baby Swiss Chard 33 pound $2.50 $82.50 Tomatoes
$2,172.75
Baby Swiss Chard 44 pound $2.50 $110.00 Beets $70.00
Baby Swiss Chard 27 pound $2.50 $67.50 Peppers $80.20
Baby Swiss Chard 22 pound $2.50 $55.00 Turnips $69.50
173.5 $433.75 Double Beans $83.13
Spinach $162.00
Boston Lettuce 15 each $0.75 $11.25 Radicchio $27.50
Boston Lettuce 15 each $0.75 $11.25 Choi $8.00
30 $22.50 Poor keeper Stir Fry $16.00
$3,988.48
Buttercrunch 82 each $0.75 $55.00
Buttercrunch 57 each $0.75 $42.75
Buttercrunch 12 each $0.75 $9.00
Buttercrunch 4 each $1.00 $4.00
155 $110.75
French filet beans 22.5 pound $5.00 $109.00 Double
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Local Options for
Value-Added Food
Production
Allie Hill
Project Director
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What is a “value-added” food?
Value-added occurs when any agricultural
product has been changed through some
process – e.g., cooking, canning, freezing,
dehydrating, baking – into a new product
that can be sold.
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Where can you get help in creating your Value-Added Food?
Virginia Food Works
Homegrown Virginia
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Where do we operate?
Prince Edward Co. Cannery & Commercial Kitchen
shared-use facility
near Farmville, VA
available to all Virginians
geared toward processing fresh produce
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What equipment is available?
• Produce washer
• Various choppers and dicers
• Jar sterilizer
• Produce blancher
• 7 steam-jacketed kettles
• Food pump and metered filler
• Large-scale water bath
• Label applicator
• Walk-in fridge and freezer
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What products can be made? Shelf stable foods that are acidic
Refrigerated or frozen foods
Dry blends such as herb and tea mixes
Note: The facility is an inspected,
commercial kitchen. We are open
to new products, ideas and uses
for the Kitchen
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What services are provided? • Referring clients to Small Business Development Services
• Providing guidance on processing regulations and inspections
• Converting recipes into Process Approval applications
• Scaling recipes for bulk production
• Identifying suppliers (containers, labels, LOCAL ingredients)
• Providing use of a kitchen facility and processing equipment
• Providing BPCS certified staff
• Testing of product samples for pH
• Explaining batch coding and recall plans
• Navigating FDA label requirements
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VIRGINIA FOOD WORKS
A non-profit that provides education and hands-on assistance to existing and prospective producers. Key features:
Kitchen rental provided to Clients for $10 per hour.
Processing is completed by individual Clients.
Assistance is free of charge.
Standard-sized containers available on site
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How It Works
1. Complete Registration with Virginia Department of Agriculture (VDACS)
2. Complete Registration as a Client of Virginia Food Works (includes proof of insurance)
3. Obtain kitchen training on using equipment and proper sanitation 4. Obtain Recipe approval, if necessary 5. Obtain Inspection Certificate from VDACS 6. Rent Kitchen ($10/hour) and process your product!
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HOMEGROWN VIRGINIA
A co-packing service. Key features:
Processing is completed by Homegrown Virginia staff
Specializes in using local, fresh produce
Sourcing of ingredients, containers and labels available
Pricing varies on recipe complexity and container size
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How It Works
1. Complete Registration as a Client of Homegrown Virginia
2. Determine recipe to be created and obtain Recipe approval
3. Determine label design and select container
4. Provide raw product to be processed (optional)
5. Pick up labeled and boxed final product after production is complete
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Two Labeling Options:
These preserves were produced from
raspberries picked in the fields at
Snead’s Farm, located in Fredericksburg, VA.
www.SneadsFarm.com
Ingredients: Raspberries, Sugar, Pectin, Calcium Powder
Refrigerate After Opening
Product Created By:
Homegrown Virginia7916 Abilene Rd, Farmville, VA 23901
Prince Edward County
www.HomegrownVirginia.com
RaspberryPreserves
Net wt 9 oz (255 g)
1. Process using client’s recipe and label
2. Process under the Taste Virginia label with our in-house, pre-approved recipes
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Interested?
Don’t wait!
First come, first served scheduling
Start paperwork now for summer production
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Contact Information:
Allie Hill
(434) 960-8958
www.VirginiaFoodWorks.org
www.HomegrownVirginia.com
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David Robishaw, VA Dept of
Agriculture & Consumer Services
“Trade Shows, Education Expos for Value-Added Foods”
David Robishaw, Sales and Market Development
900 Natural Resources Drive, Suite 300, Charlottesville, VA 22903
434-984-0573 phone
www.vafinest.com
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Virginia’s Finest Review
Committee
* VDACS Marketing Specialists
* Food Safety Experts
* Weights and Measure Experts
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Virginia ABC Regulations
John Craft Senior Special Agent, Bureau of Enforcement
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Marketing Support
Food Safety & AgBiz Specific
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GAPs
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Safe Food Handler Course
• Basics of safe food handling
• 3-4 hour course
Foodservice Manager Course
• National Restaurant Association provides ‘Certified Manager’ certification
• 16 hour course
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GOOGLE: Food Innovations Program Virginia
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Marketing for Small Ag Businesses: The classics & emerging technology
Wednesday, February 19th – 9-Noon
Room A, Albemarle County Office #2
• Greatest Hits: Classics & Emerging Technologies
• Agriculture Business Support Services: Marketing and More!
• Web Marketing & Geo-marketing
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Publications: Starting a Food Business, Regulations, Food Labels, Acidified Foods
Google: karleigh bacon vce
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Virginia Cooperative Extension: Marketing Support
Virginia Cooperative Extension – Albemarle/Charlottesvile
460 Stagecoach Road Charlottesville, VA 22902
Cathryn Kloetzli - [email protected] Ian Pasquarelli – [email protected]
434-872-4580
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“Navigating Social Media”
Erica & Joel Slezak Free Union Grass Farm
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Businesses to Supplement Farm Income: Risks & Rewards
Martha A. Walker, Ph.D. Community Viability Specialist Virginia Cooperative Extension
150 B Slayton Avenue Danville, VA 24540
434-766-6761
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VANGUARD RANCH LTD.
3427 VALENTINE MILL ROAD
Gordonsville, VA 22942
www.vanguardranch.com [email protected]
vanguard ranch ltd.
“Small Farm Marketing Experiences : Lessons from the field”
Renard Turner
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Heritage Harvest Food Festival
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Customer buying goat
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The line for Goat meat
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Delivering Goat Burgers
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Green Built Production Facility
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Mike & Molly
Peterson Sperryville, Virginia
www.heritagehollowfarms.net
Facebook: heritagehollowfarms
Twitter: @pasturedva
Instagram: #heritagehollowfarms
Small Farm Marketing Experiences - con’t
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Dillon Franks, Small Business
Development Center
“How do you Evaluate the Options?”
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• Your opportunity must fill a need, not create one. – Consumer Insights – It’s a customer centric world
• Answer theses five questions: – Who cares? – How much do they care? – Why should they buy from me? – How will they buy from me? – What is my cost of customer acquisition?
• Resources – Primary research – Ask ‘em, VTC, VWB, VDACS Marketing
Development Services – Secondary research – Internet, Social Media, etc. – Trade Associations – Specialty Food Assn
How Do You Evaluate Your Options?
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A pilot project in the TJPD region
to document and celebrate
our food heritage!
Led by the UVa Institute for Environmental Negotiation
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1. To build knowledge of our local food heritage
through stories, photos, recipes, places, markets,
events, and more!
2. To provide a gateway for using our food heritage to
grow new economic development, such as a food
heritage trail.
The Goals of VFHP are:
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Launching the Food Heritage
Map!
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• Your Places like wineries, cideries, farm markets, farms, mills, canneries
• Your Recipes
• Your Stories of heritage
foods or places
Video interview
The Food Heritage Map is a
Link To...
Tyro’s Mill
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Submit your story at www.vafoodheritage.com
We want YOU on the map!
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The Blue Plate Special is a weekly rotating feature that highlights your places, recipes, stories, events,
organizations, and articles!
We want YOU on the Blue Plate Special!
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We welcome YOUR
ideas and contributions!
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Slides will be available from the County website,
www.albemarle.org/business