J O H N W. B E R RY,A G R I C U LT U R A L M A R K E T I N G E D U C AT O R
& W I N I F R E D W. M C G E E
E C O N O M I C / C O M M U N I T Y D E V E L O P M E N T E D U C AT O R
P E N N S TAT E E X T E N S I O N
Adapting the highly successful Annie's Project to diverse east
coast farm communities
Annie’s Project
The mission – to empower female farmers to be proactive in addressing business risk through networks and by managing and organizing critical information.
Standard Annie’s Curriculum
Six-Day Course that addresses:
Production Risk
Price or Market Risk
Financial Risk
Institutional and Legal Risk
Human and Personal Risk
Annie’s Hallmark -- Interaction
No more than ½ each session spent in lecture! Networking/discussion Class activities Guest speakers/panels
The Pennsylvania Goal:
To modify the extremely successful mid-western program for eastern participants, whose farms are often:Smaller More diversified Adding value as a major strategy In a “mixed use” community
Differentiating Annie’s Project for the Northeast
NE Annie’s Project
Feedlot beef/goats
Heirloom Vegetables
CSA
Free-range poultry
Farmstead cheese
Product liability insurance
Enterprise budgets
Mid-West Annie’s Project
Large farms & ranches
GrainCornSoybeansHogsCattleDairy
Commodity Markets
Crop Insurance
FINPACK Analysis
VS
Customizing Annie’s Project
Multi-disciplinary teamNE CRME funding secured Interface with PA women farmers Creating curriculum
To answer their questions To address their concerns To encourage and empower
Annie’s ProjectAgenda
Day 1 – Course Introduction
Meet presenters and other participants
Learn how Annie’s Project “works”
Risk Tolerance Self-assessment
Annie’s ProjectAgenda
Day 2 – Marketing Risks
Truly Targeting your Market
Strategic Marketing
Planning for Resiliency in Changing Marketplace
Annie’s ProjectAgenda
Day 3 – Production Risks
Mapping Past Changes
Management Tools – Diversification, Insurance, Technology and Contracts
Building your Advisory Team
SWOT Analyses
Annie’s ProjectAgenda
Day 4 – Financial Risks
Financial + Marketing + Production Ties
Budgets = paper trial runs Activities – Using cash
flow/enterprise figures for decision-making
Farm credit/banker/ag grant recipient as presenter/panel
Annie’s ProjectAgenda
Day 5 – Human Resource Risks
Developing a proactive/responsive leadership skill set
Working with/for relatives versus non-related employees
Creating contingency plans
Annie’s ProjectAgenda
Day 6 – Community Risks
Selecting the Appropriate Business Structure
Evaluating/creating CSA Contracts
Regulatory/Environmental issues
Local Government/Agencies – Who’s in charge?
Kicking the Tires –piloting the workshop
Pilot Session in Exton, Pennsylvania
Collaborated with Chester County Economic Development Council
November, December 2008 and January 2009
9 registered participants 2 vegetable growers 2 dairy 1 feedlot beef 1 poultry 1 PASA representative 1 insurance industry representative 1 “exploring” agriculture
Challenges Faced
Winter weather!Span of classes – 2 per
month, three monthsExtensive evaluation of
impactLevel of family support for
Annie’s Project/the ag business
Acceptance of new/different ways to look at and do things
Outside forces Off-farm employment Jury duty
Positive Outcomes
Rapid relationship building Share concerns “Test market” value-added
productsParticipants as experts
CSA development Insurance consults Environmental grants
Linkage to other classes 2 participant enrolled in Your
Future in Focus business planning course
2 participants collaborating with Extension in development of Annie’s Project – Women Adding Value
Participant Feedback: Why Annie’s Project was Successful
Intimate nature of workshopImmediate application to
“their own farms”Amount of usable
information Applied to farms Applied to their lives
Ability to ask questions of Each other The instructors Guest speakers
Tips for (Would-be) Annie’s ProjectInstructors
Not for the faint of heart! Know more than what’s in the
Power Point Be ready to follow rabbit trails Let the participants guide the class BUT – Always have 2-3 key concepts
that need to be learned, discussed and tried out before the session ends!
Be ready to explore with the class
Have the “next step” in mindTake personal interest in the
participants – be part of their network!
Next Steps for Annie’s Project in the North East
Train-the-Trainer in State College PA
June 20 & 21, 2010Support from Annie’s National
Team2-Day Agenda
Stakeholder Meeting Trainer pre-session Women Ag-Professionals roundtable Female Farmers roundtable
Annie’s Train-the-Trainer Session Overview of Annie’s Project – purpose,
mechanics, marketing, financing Introduction to Annie’s Project for the NE
Curriculum – familiarization with in-class activities and the interactive presentation method