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DataDrivenAdvocacy:Communica3ngtheValueofYourMarket
Nancy Staise, PhD & Helaine Harris The Historic Lewes Farmers Market
Lewes, Delaware, USA [email protected]
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Volunteers(Currently 100+
volunteers)
Non-Profit Manages two producer only markets
(Wed & Sat open May thru Nov)
$900,000 in sales annually
(35+ farmer/producers)
54,000 customer visits annually
2020 2020
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Volunteers(Currently 100+
volunteers)
Non-Profit Manages two producer only markets
(Wed & Sat open May thru Nov)
$900,000 in sales annually
(35+ farmer/producers)
54,000 customer visits annually
2020 2020
Wherefreshfoodisrootedincommunity.
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Volunteers(About 15 friends and
neighbors)
Non-Profit one market (Sat open May thru
November)
$89,000 sales annually(16 farmer/producers)
5,900 customer visits annually
2006 2006
We are a community based, mission driven team working to support local sustainable agriculture and small businesses, protect the environment, and
educate our children about food and the land.
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Our MIssion
The HLFM provides a family-friendly, community gathering place where consumers may purchase the freshest local foods available. It also provides alternative educational and marketing opportunities for emerging farmers and others to help create local and sustainable food systems that are environmentally sound, economically viable and socially responsible and which improve the variety, freshness, nutritional value and distribution of fresh foods to the community.
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Mission isn’t always obvious to customers
Mission?Value?
I’mheretobuybread!
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Overview ü Why is it hard to communicate
the value of a farmers market ü Complex & interconnected ü Collecting and using data ü 4 Steps communicating value
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Challenges Describing the Value of Markets
SharedIssuesComplexityofOperaFonsOperateinalargerecosystemManyStakeholders
Missionnotobvioustoshoppers
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It’s all connected…
HistoricLewesFarmersMarkets
Demand
• EducateConsumers
• Teachchildrenwherefoodcomesfrom
• LinkFarmersandChefs
• Createcommunitymee<ngplace
Supply
• Supportsustainablefarmingmethods
• Partnerwithfarmers• ProvidesupplyoffreshfoodsforSNAP,WIC,SFMNPclients,foodpantries
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It’s all connected… and all about delivering impacts
HistoricLewesFarmersMarkets
Demand
Supply
ProtectLocalFarmlandSupportnewandestablishedfarmersConnectourcommunitywiththehandsthatgrowtheirfood
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We collect a ton of data ü totalaQendanceandbygateü totalsalesandbymarketstandü numberofchildrenatstoryFmeü $valueoffooddonatedtochariFesü $scholarshipsandgrantstofarmersü #ofSNAP/WIC/SFMNPcustomersü #ofnewSNAP/WIC/SFMNPcustomersü totalSNAP/WIC/SFMNP$redeemedü totalSNAP/WIC/SFMNPmatch$issuedü totalSNAP/WIC/SFMNPmatch$spentü farmeracresü farmerdistancetraveledü weatherondayofmarketü specialeventsintown/holidays
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We collect a ton of data ü totalaQendanceandbygateü totalsalesandbymarketstandü numberofchildrenatstoryFmeü $valueoffooddonatedtochariFesü $scholarshipsandgrantstofarmersü #ofSNAP/WIC/SFMNPcustomersü #ofnewSNAP/WIC/SFMNPcustomersü totalSNAP/WIC/SFMNP$redeemedü totalSNAP/WIC/SFMNPmatch$issuedü totalSNAP/WIC/SFMNPmatch$spentü farmeracresü farmerdistancetraveledü weatherondayofmarketü specialeventsintown/holidays
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We collect a ton of data ü totalaQendanceandbygateü totalsalesandbymarketstandü numberofchildrenatstoryFmeü $valueoffooddonatedtochariFesü $scholarshipsandgrantstofarmersü #ofSNAP/WIC/SFMNPcustomersü #ofnewSNAP/WIC/SFMNPcustomersü totalSNAP/WIC/SFMNP$redeemedü totalSNAP/WIC/SFMNPmatch$issuedü totalSNAP/WIC/SFMNPmatch$spentü farmeracresü farmerdistancetraveledü weatherondayofmarketü specialeventsintown/holidays
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We collect a ton of data ü totalaQendanceandbygateü totalsalesandbymarketstandü numberofchildrenatstoryFmeü $valueoffooddonatedtochariFesü $scholarshipsandgrantstofarmersü #ofSNAP/WIC/SFMNPcustomersü #ofnewSNAP/WIC/SFMNPcustomersü totalSNAP/WIC/SFMNP$redeemedü totalSNAP/WIC/SFMNPmatch$issuedü totalSNAP/WIC/SFMNPmatch$spentü farmeracresü farmerdistancetraveledü weatherondayofmarketü specialeventsintown/holidays
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We collect a ton of data ü totalaQendanceandbygateü totalsalesandbymarketstandü numberofchildrenatstoryFmeü $valueoffooddonatedtochariFesü $scholarshipsandgrantstofarmersü #ofSNAP/WIC/SFMNPcustomersü #ofnewSNAP/WIC/SFMNPcustomersü totalSNAP/WIC/SFMNP$redeemedü totalSNAP/WIC/SFMNPmatch$issuedü totalSNAP/WIC/SFMNPmatch$spentü farmeracresü farmerdistancetraveledü weatherondayofmarketü specialeventsintown/holidays
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Wewereabletocalculateothermeasures:• $spendpercustomer• $spendperSNAPcustomerAndtolookatthingslike:• Whichfarmstallsare
growingsalesmorequickly?• Whichentrygatesarethe
mostpopular?
We calculate additional measures
ü totalaQendanceandbygateü totalsalesandbymarketstandü numberofchildrenatstoryFmeü $valueoffooddonatedtochariFesü $scholarshipsandgrantstofarmersü numberofSNAPcustomersü numberofnewSNAPcustomersü totalSNAP$issued&$redeemedü totalSNAPmatch$issuedü totalSNAPmatch$redeemedü farmeracresü farmerdistancetraveledü weatherondayofmarketü specialeventsintown/holidays
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How We Have Used Our Data
Opera<ons
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How We Have Used Our Data
Opera<ons Stakeholders
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How We Have Used Our Data
Opera<ons Stakeholders
Research
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How We Have Used Our Data
Opera<ons Stakeholders
Advocacy Research
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Data• DataarethestarFngpointnottheendpoint• Stay‘true’tothedata
Context• Putyourdataincontext• DescribetheimplicaFons
Story• ProvideaqualitaFvestory• Makeitlocalandmeaningful
AcFon• DescribewhatyouareadvocaFngfor• BeclearonacFonrequested
Data Driven Advocacy – A Four Step Approach
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Data - the Starting Point Listof“DataAccomplishments”Overthepast11yrs:
ü Weatefreshandlocal…364,000
shoppersspent$5,422,000enjoyingDelmarva’sbountyfrom77farmers/producers
ü Weshared...DonaFng$44,962ofHLFMfoodtochariFes
ü Welearned...$35,700inscholarships&grantsgivenbyHLFMenabledfarmerstolearnnewskills
ü Weeducated...8,218childrenandtheirparentsatChildren’sStoryFmeinpartnershipwiththeLewesPublicLibrary
ü Wewelcomed...ShoppersfromfarandwideincludingGreatBritain,France,ItalyandNewZealand.
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Data - the Starting Point Listof“DataAccomplishments”Overthepast11yrs:
ü Weatefreshandlocal…364,000
shoppersspent$5,422,000enjoyingDelmarva’sbountyfrom77farmers/producers
ü Weshared...DonaFng$44,962ofHLFMfoodtochariFes
ü Welearned...$35,700inscholarships&grantsgivenbyHLFMenabledfarmerstolearnnewskills
ü Weeducated...8,218childrenandtheirparentsatChildren’sStoryFmeinpartnershipwiththeLewesPublicLibrary
ü Wewelcomed...ShoppersfromfarandwideincludingGreatBritain,France,ItalyandNewZealand.
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Data• DataarethestarFngpointnottheendpoint• Stay‘true’tothedata
Context• Putyourdataincontext• DescribetheimplicaFons
Story• ProvideaqualitaFvestory• Makeitlocalandmeaningful
AcFon• DescribewhatyouareadvocaFngfor• BeclearonacFonrequested
Data Driven Advocacy – A Four Step Approach
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Placing Data in Context
• Data statements without context: – Eggs from Twin Post Farm travel just
60 miles to reach your plate. – Food at our market travels an
average of 27 miles to reach your plate.
• Adding context: – Food at a grocery chain travels an
average of 1500 miles.* • Adding implications:
– In most cases, the farther your food travels the less nutritious and less tasty it is.
– Fresh food lasts longer and so there is less waste.
* “Food, Fuel and Freeways”, Leopold Center for Sustainable Agriculture (Iowa State University).
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Placing Data in Context
• Data statements without context: – Eggs from Twin Post Farm travel just
60 miles to reach your plate. – Food at our market travels an
average of 27 miles to reach your plate.
• Adding context: – Food at a grocery chain travels an
average of 1500 miles.* • Adding implications:
– In most cases, the farther your food travels the less nutritious and less tasty it is.
– Fresh food lasts longer and so there is less waste.
* “Food, Fuel and Freeways”, Leopold Center for Sustainable Agriculture (Iowa State University).
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Placing Data in Context
• Data statements without context: – Eggs from Twin Post Farm travel just
60 miles to reach your plate. – Food at our market travels an
average of 27 miles to reach your plate.
• Adding context: – Food at a grocery chain travels an
average of 1500 miles.* • Adding implications:
– In most cases, the farther your food travels the less nutritious and less tasty it is.
– Fresh food lasts longer and so there is less waste.
* “Food, Fuel and Freeways”, Leopold Center for Sustainable Agriculture (Iowa State University).
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Data• DataarethestarFngpointnottheendpoint• Stay‘true’tothedata
Context• Putyourdataincontext• DescribetheimplicaFons
Story• ProvideaqualitaFvestory• Makeitlocalandmeaningful
AcFon• DescribewhatyouareadvocaFngfor• BeclearonacFonrequested
Data Driven Advocacy – A Four Step Approach
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Creating a Data Driven Story
Data
• Thefarmerswhosellatourmarketfarmover6,000acresoflandontheDelmarvaPeninsula.
Context
• 175acresofagriculturallandislosttodevelopmentperhourintheUS.*BysupporFngourfarmersyouhelpkeepover6,000acresoflocalfarmlandinproducFon.
Story• Storyofthelocaldevelopmentonfarmland.*FarmsUnderThreat:TheStateof
America’sFarmland(AmericaFarmlandTrust,2018)
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Creating a Data Driven Story
Data
• Thefarmerswhosellatourmarketfarmover6,000acresoflandontheDelmarvaPeninsula.
Context
• 175acresofagriculturallandislosttodevelopmentperhourintheUS.*BysupporFngourfarmersyouhelpkeepover6,000acresoflocalfarmlandinproducFon.
Story
• StoryoftheFicnerfamilystayinginfarmingbecauseofdirectsalesopportuniFes.
*FarmsUnderThreat:TheStateofAmerica’sFarmland(AmericaFarmlandTrust,2018)
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The Best Data Driven Stories Are:
• True to the data – your story should be representative of the data.
• Local – and can be confirmed by the target audience
• Bring the data to ‘life’ • Compelling for your audience and lead them to
act/support your call to action
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The Best Data Driven Stories Are:
• True to the data – your story should be representative of the data.
• Local – and can be confirmed by the target audience
• Bring the data to ‘life’ • Compelling for your audience and lead them to
act/support your call to action
"TellmethefactsandIwilllearn,tellmethetruthandIwillbelieve,buttellmeastoryanditwillliveinmyheartforever.”AmericanIndianSaying
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Data• DataarethestarFngpointnottheendpoint• Stay‘true’tothedata
Context• Putyourdataincontext• DescribetheimplicaFons
Story• ProvideaqualitaFvestory• Makeitlocalandmeaningful
AcFon• DescribewhatyouareadvocaFngfor• BeclearonacFonrequested
Data Driven Advocacy – A Four Step Approach
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Creating a Data Driven Story
Data
• Wehaveprovidedover$32,000inscholarshipsandgrantstofarmerstoaQendworkshopsandconferences.Regular‘MeettheFarmer’demoseducateourcustomersonthechallengesyoungfarmersface.
Context
• TheaverageageofprinciplefarmoperatorsintheUSis58.Morethan31%ofprinciplefarmoperatorsare65orolder.*Accesstolandisthenumberonechallengeyoungfarmersface.**
Story• IdenFfyFarmerswhosestoriesillustratethechallenges
*USDAFarmHouseholdincomeandCharacterisFcsreport**TheNaFonalYoungFarmerSurvey(NaFonalYoungFarmersCoaliFon)
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Creating a Data Driven Story
Data
• Wehaveprovidedover$32,000inscholarshipsandgrantstofarmerstoaQendworkshopsandconferences.Regular‘MeettheFarmer’demoseducateourcustomersonthechallengesyoungfarmersface.
Context
• TheaverageageofprinciplefarmoperatorsintheUSis58.Morethan31%ofprinciplefarmoperatorsare65orolder.*Accesstolandisthenumberonechallengeyoungfarmersface.**
Story• IdenFfyFarmerswhosestoriesillustratethechallenges
*USDAFarmHouseholdincomeandCharacterisFcsreport**TheNaFonalYoungFarmerSurvey(NaFonalYoungFarmersCoaliFon)
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Creating a Data Driven Story
Data
• Wehaveprovidedover$32,000inscholarshipsandgrantstofarmerstoaQendworkshopsandconferences.Regular‘MeettheFarmer’demoseducateourcustomersonthechallengesyoungfarmersface.
Context
• TheaverageageofprinciplefarmoperatorsintheUSis58.Morethan31%ofprinciplefarmoperatorsare65orolder.*Accesstolandisthenumberonechallengeyoungfarmersface.**
Story • Thestoryofoneofourfarmers
*USDAFarmHouseholdincomeandCharacterisFcsreport**TheNaFonalYoungFarmerSurvey(NaFonalYoungFarmersCoaliFon)
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Creating a Data Driven Story
Data
• Wehaveprovidedover$32,000inscholarshipsandgrantstofarmerstoaQendworkshopsandconferences.Regular‘MeettheFarmer’demoseducateourcustomersonthechallengesyoungfarmersface.
Context
• TheaverageageofprinciplefarmoperatorsintheUSis58.Morethan31%ofprinciplefarmoperatorsare65orolder.*Accesstolandisthenumberonechallengeyoungfarmersface.**
Story • Kathleen’sstory
*USDAFarmHouseholdincomeandCharacterisFcsreport**TheNaFonalYoungFarmerSurvey(NaFonalYoungFarmersCoaliFon)
Funded$10,000
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Audiences&AcFons
• Customers–ShopatourmarkettohelpcreatethenextgeneraFonoffarmers,savelocalfarmlandandensureaccesstolocalfreshfoods.
• Farmers–Wearemorethanamarket,weareheretocreateacommunityofsupportforlocalsustainableagricultureandyoungfarmers.
Creating a Data Driven Story
Quan<ta<veData
• Wehaveprovidedover$32,000inscholarshipsandgrantstofarmerstoaQendworkshopsandconferences.Regular‘MeettheFarmer’demoseducateourcustomersonthechallengesyoungfarmersface.
ContextualorCompara<ve
Data
• TheaverageageofprinciplefarmoperatorsintheUSis58.Morethan31%ofprinciplefarmoperatorsare65orolder.*Accesstolandisthenumberonechallengeyoungfarmersface.**
Qualita<veInforma<on
• Taylor’sandKathleen’sstories
*USDAFarmHouseholdincomeandCharacterisFcsreport**TheNaFonalYoungFarmerSurvey(NaFonalYoungFarmersCoaliFon)
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Practical Tips
• ExploreSourcesforContext/Implica<ons
• FarmersMarketCoaliFon• USDACensusofAg
reports• StateandCountyreports• NaFonalSurveys
• KnowYourAudience• Interests• AcFonswanted
• LanguageMaOers• TruthMaOers• Confiden<alityMaOers
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Infographic
• Infographicsarepopular – Intended to present
information quickly and visually
– Helppeopleunderstandthenumbersandrememberthemessage
• Besureto:
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Making Sure Your Numbers Aren’t “Numb”
• Besureto: – Beclearonyouraudienceandyourmessage
– Matchthegraphictothenumberandmessage
– IncludecontextandimplicaFons
– Tellastory
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Another Data Driven Story and Call to Action
Data• Ourmarkethasdone$26,000inSNAPbusiness.
Context
• Ourmarketaccountsforover¼ofthetotalSNAP$spentatmarketsandfarmstandsinDelaware
Story
• StoryofliQleboyandthepeach
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Audiences&AcFons
• SNAPrecipients–Youarewelcomeatourmarket,comeforthematch.
• Volunteers–Youhavehelpedcreatethissuccess.Helpusaddresshungerinourcommunity.
• CityCouncil–Weareservingourcommunityasanon-profitorganizaFon
• USRepresenta<vefromDelawareontheAgricultureCommiQee–ThiswhytheFarmBillshouldfundSNAP
Another Data Driven Story and Call to Action
Data• Ourmarkethasdone$26,000inSNAPbusiness
Context
• Ourmarketaccountsforover¼ofthetotalSNAP$spentatmarketsandfarmstandsinDelaware
Story
• StoryofliQleboyandthepeach
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Corona Communications
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Thank You
Questions?
www.historiclewesfarmersmarket.org [email protected]
302-644-1436
Nancy Staisey & Helaine Harris