Monday, April 11th

To Access the Audio Portion of the Webcast:

Dial: 1-800-658-3095

Access Code: 964856914#

Welcome! The Webcast Will Begin Shortly

Mission: To effectively communicate science-based information on health, nutrition, and food safety for the public good.

Primarily supported by the broad-based food, beverage, and agricultural industries.

http://www.foodinsight.org

C-FARE is a non-profit organization dedicated to

enhancing the application of economics to food,

agricultural and resource issues at the national

level. Incorporated in 1993, C-FARE's governing

board includes applied economists representing

a wide range of public and private sector

interests.

900 Second Street, NE

Suite 205

Washington, DC 20002

(202) 408-8522

www.cfare.org

1. Understand the current status and roles of local

food within the broader U. S. food system.

2. Describe common challenges and opportunities

facing the local food sector.

3. Provide consumer guidance and clarify

misperceptions regarding nutrient composition

of foods from local, regional, and national

origins.

To ask a question, send an email to loving@ific.org

“The Low-

Down on

Local

Foods”

April 11,

2011

What Does Local Mean?

Larry Lev, Ph.D. Oregon State University Department of Agricultural and

Resource Economics

Can Local Go Mainstream?

Robert P. King, Ph.D. University of Minnesota Department of Applied

Economics

Nutritional Differences and Consumer

Insights on Local Foods

Mary Lee Chin, MS, RD Registered Dietitian and President, Nutrition Edge

Communications

Moderated by Lindsey Loving, IFIC Foundation

“The Low-

Down on

Local

Foods”

April 11,

2011

Larry Lev

Oregon State University Department of Agricultural and Resource Economics

Professor and Extension Economist

Rm #221C Ballard Extension Hall

Oregon State University

Corvallis Oregon 97331-3601

(541) 737-1417 (Phone)

E-mail: larry.lev@oregonstate.edu

“There's something happening here.

What it is ain't exactly clear” For What It’s Worth, Buffalo Springfield (1967)

• Food as pleasure

• Food as entertainment

• Food as a means for building community

• Food as a means to reduce environmental

impact of consumption

“The Low-

Down on

Local

Foods”

April 11,

2011

What is local?

What does it actually deliver?

How much local food is consumed?

What are the limitations on expanding local

“The Low-

Down on

Local

Foods”

April 11,

2011

NO uniform national definition.

Many, many definitions being used ranging

from less than a county to multiple state

regions.

NOT as clearly defined as “organic”.

“The Low-

Down on

Local

Foods”

April 11,

2011

Quality, freshness, social and environmental

sustainability, economic development,

support of small farms

But is it a useful proxy? What

does it actually deliver?

“The Low-

Down on

Local

Foods”

April 11,

2011

Clearly a driving force among consumers;

local sells Local organic & organic local

“The Low-

Down on

Local

Foods”

April 11,

2011

Generally higher grower prices (especially if sales are directly to consumers). Some multiplier impacts are possible.

Forcing consumers to buy local, however, denies them the benefit of potentially “better” non-local products… sacrifices what economists call “Comparative Advantage”.

“The Low-

Down on

Local

Foods”

April 11,

2011

-40%

-30%

-20%

-10%

0%

10%

20%

30%

40%

50%

60%

Less than

$2500

$2500 -

$19,999

$20,000 -

$49,999

$50,000 -

$99,999

$100,000 -

$249,999

$250,000 -

$499,999

$500,000 -

$999,999

More than $1

million

Source: USDA 1997 and 2007 Census of Agriculture

*All farm sales categories adjusted for inflation using the Consumer Price Index

“The Low-

Down on

Local

Foods”

April 11,

2011

Local food systems are about a lot more than

just commerce

“The Low-

Down on

Local

Foods”

April 11,

2011

While food miles for local are lower, carbon

footprint may not be.

Fuel efficiency differences in transport

Transportation relatively small part of overall

energy use and environmental impacts

Some version of life cycle analysis is the

gold standard for comparisons

“The Low-

Down on

Local

Foods”

April 11,

2011

“The Low-

Down on

Local

Foods”

April 11,

2011

Difficult to quantify without a definition

Can it grow?

If yes, how?

“The Low-

Down on

Local

Foods”

April 11,

2011

Farm-direct sales in 2007 were only 0.4% of

all farm sales --the same percentage as in

1982.

95% of farms that do any direct marketing

have annual total farm sales below $250,000

(most are way below).

The 5% of direct market farms with sales

above $250,000 represent 43% of all direct

sales.

“The Low-

Down on

Local

Foods”

April 11,

2011

Seasonality

Inconvenience

Consumer reluctance to buy some products

this way

Low producer returns and thin markets

“The Low-

Down on

Local

Foods”

April 11,

2011

…if you want a general discussion of food and agriculture

Know Your Farmer, Know Your Food

http://www.usda.gov/wps/portal/usda/knowyourfarmer?navid=KNOWYOURFARMER

…if you want an overview of local food concepts and issues

Local Food System Primer

www.ers.usda.gov/Publications/ERR97/ERR97.pdf

…if you want information on farmers markets or community supported agriculture

Farmers Markets and Local Farm Marketing

http://www.ams.usda.gov/AMSv1.0/ams.fetchTemplateData.do?template=TemplateA&navID=WholesaleandFarmersMarkets&page=WholesaleAndFarmersMarkets&resultType=&topNav=&leftNav=WholesaleandFarmersMarkets&acct=whlsldirmkt

…if you want to see how one state has addressed the definition of local food

Vermont Agency of Agriculture

http://www.vermontagriculture.com/buylocal/documents/LocalLabels.pdf

“The Low-

Down on

Local

Foods”

April 11,

2011

Please email your questions to the

moderator, Lindsey Loving at loving@ific.org

throughout the webinar. She will ask the

appropriate speaker to respond.

“The Low-

Down on

Local

Foods”

April 11,

2011

Robert P. King

Professor - Department of Applied Economics

Director – The Food Industry Center

University of Minnesota

317b Ruttan Hall

1994 Buford Avenue

St. Paul, MN 55108

(612) 625-1273 (Phone)

E-mail: rking@umn.edu

“The Low-

Down on

Local

Foods”

“The Low-

Down on

Local

Foods”

April 11,

2011 The supermarket is one of the 20th Century’s

most important marketing innovations.

Convenience

Efficiency

Flexibility

Modern food service distribution systems are,

in many ways, an extension of the

supermarket distribution system.

“The Low-

Down on

Local

Foods”

“The Low-

Down on

Local

Foods”

April 11,

2011 Mainstream supermarket and food service

distribution systems favor large scale

suppliers and facilitate long distance

movement of products.

Mainstream systems are

flexible and resilient, and

the represent a vibrant

marketplace for connecting

products with consumers.

“The Low-

Down on

Local

Foods”

“The Low-

Down on

Local

Foods”

April 11,

2011 Maintaining an authentic sense of connection

between producers and consumers through

intermediaries.

Ensuring adequate volumes to meet

consumer demand.

Farm size

Seasonality

“The Low-

Down on

Local

Foods”

“The Low-

Down on

Local

Foods”

April 11,

2011 Conforming with mainstream business

practices:

Food safety

Packaging

Delivery procedures

Financial processes

“The Low-

Down on

Local

Foods”

“The Low-

Down on

Local

Foods”

April 11,

2011 Branded Products

Cedar Summit Farm (http://www.cedarsummit.com/)

Thousand Hills Cattle Company

(http://www.thousandhillscattleco.com/)

“The Low-

Down on

Local

Foods”

“The Low-

Down on

Local

Foods”

April 11,

2011 Specialty Distributors

Red Tomato (http://www.redtomato.org/)

Co-op Partners Warehouse (http://www.cooppartners.coop/)

“The Low-

Down on

Local

Foods”

“The Low-

Down on

Local

Foods”

April 11,

2011 Direct Purchase from Farms

Wegmans (http://www.wegmans.com)

Market of Choice (http://www.marketofchoice.com/)

SYSCO (http://www.sysco.com/)

“The Low-

Down on

Local

Foods”

“The Low-

Down on

Local

Foods”

April 11,

2011 Farmer-Retailer Partnerships

Hen House Markets and Good Natured

Family Farms (http://www.henhouse.com/)

(http://www.goodnatured.net/)

“The Low-

Down on

Local

Foods”

“The Low-

Down on

Local

Foods”

April 11,

2011 Supply side issues:

Need for high volumes, consistent quality,

and competitive prices … almost always

requires aggregation across producers.

Access to processing and packing services.

Efficient use of transportation.

“The Low-

Down on

Local

Foods”

“The Low-

Down on

Local

Foods”

April 11,

2011

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

9.0

10.0

11.0

12.0

Semi-Trailer Mid-Size Truck Pick-Up Truck

Gallons

of

Fuel/

Ton o

f Pro

duct

Mode of Transport

Transportation Fuel Use per Ton of Product for a 100 Mile Trip.

“The Low-

Down on

Local

Foods”

“The Low-

Down on

Local

Foods”

April 11,

2011 Demand side issues:

Will demand expand beyond “locavores”

who are willing to pay a premium for local

food?

Will successful local products shift to

regional or national distribution in order

to grow their market?

Will attention shift from local to other

more direct sustainability measures.

“The Low-

Down on

Local

Foods”

“The Low-

Down on

Local

Foods”

April 11,

2011 Innovation and expansion of local foods

available in mainstream channels has been and will be driven primarily by market forces.

The most appropriate role for public policy is in reducing barriers.

Assistance and support for collaborative marketing groups and supply chain development.

Review regulations to ensure they are as size neutral as possible.

“The Low-

Down on

Local

Foods”

“The Low-

Down on

Local

Foods”

April 11,

2011 … to read the CHOICES Magazine articles that inspired this webinar:

1st Quarter 2010 issue of CHOICES Magazine on local foods:

http://www.choicesmagazine.org/magazine/block.php?block=44

… for more information on supply chains for local food products:

USDA/ERS Report on Comparing the Structure, Size, and Performance of Local

and Mainstream Food Supply Chains

http://www.ers.usda.gov/Publications/ERR99/

… for more information on farmer-retailer relationships: Innovative Models: Small Grower and Retailer Collaborations, Part A – Good

Natured Family Farms’ Perspective

http://www.wallacecenter.org/our-work/Resource-Library/Innovative-

Models/GNFF_Innovative_Model.pdf

Innovative Models: Small Grower and Retailer Collaborations, Part B – Balls Food

Stores’ Perspective.

http://www.wallacecenter.org/our-work/Resource-Library/Innovative-

Models/Balls%20Food%20Stores%20Innovative%20Model.pdf

Please email your questions to the

moderator, Lindsey Loving at loving@ific.org

throughout the webinar. She will ask the

appropriate speaker to respond.

“The Low-

Down on

Local

Foods”

April 11,

2011

Mary Lee Chin President

Nutrition Edge Communications

2225 Dahlia Street

Denver, Co 80207

(303) 333-6854 (Phone)

E-mail: maryleechin@msn.com

Locavore

Local more important

than organic

Source directly from

producers

Home gardening

Urban Farming

Hyper-local

“The Low-

Down on

Local

Foods”

April 11,

2011

“LOCAL FOODS” IS ON FIRE

“The Low-

Down on

Local

Foods”

“The Low-

Down on

Local

Foods”

April 11,

2011

Local Food Consumers: How Motivations and Perceptions Translate to Buying Behavior.

Yuko Onozaka, Gretchen Nurse, and Dawn Thilmany McFadden

JEL Classifications: Q13, D12, Choices, First Quarter, 2010

Environment and Consumer Perspectives Surrounding Processed Foods, IFIC. 2009

“The Low-

Down on

Local

Foods”

April 11,

2011

FMI Grocery Shopper Trends 2008: Economic Concerns Shaping How Consumers Shop, Cook and Dine

“The Low-

Down on

Local

Foods”

April 11,

2011

“Local” as marketing concept

“Showcase” for small farms belief

“The Low-

Down on

Local

Foods”

April 11,

2011

Variables that determine the nutritional quality of foods

Genotype and variety of product, climatic conditions, cultural practices and growing methods, maturity and ripeness at when harvested.

Post harvest handling is an important consideration including storage, extent and type of processing, and distance transported

NatalieMaynors Photostream

“The Low-

Down on

Local

Foods”

April 11,

2011

“Quality”

Color and eye appeal

Taste and smell

Texture and feel

Nutrient content

“The Low-

Down on

Local

Foods”

April 11,

2011

Conventional ?

Organic ?

Local ?

Processed ?

Understanding Our Foods Toolkit. IFIC 2010

Handle produce appropriately

Consider cooling

Consume within a few days

Watch waste

“The Low-

Down on

Local

Foods”

April 11,

2011

“The Low-

Down on

Local

Foods”

“The Low-

Down on

Local

Foods”

April 11,

2011

…if you want to understand the food supply chain

From Farm to Fork: Understanding Food Production, Processing & Technology

www.foodinsight.org/farmtofork.aspx

…if you want to eat a diet rich in colorful fruits and vegetables

Fruits & Veggies More Matters

www.fruitsandveggiesmorematters.org

…if you don’t want to waste all that great produce

Love Food, Hate Waste

www.lovefoodhatewaste.com

…if you want to fit fruits and vegetables into an overall healthier diet

US Dietary Guidelines for Americans, 2010

www.health.gov/dietaryguidelines

…If you want to find more about Community Supported Agriculture

Community Supported Agriculture

www.nal.usda.gov/afsic/pubs/csa/csafarmer.shtml

“The Low-

Down on

Local

Foods”

April 11,

2011

At the conclusion of this Webcast, Registered

Dietitians and Dietetic Technicians, Registered

may download a Certificate of Completion for 1

CDR Continuing Professional Education credit at:

http://www.foodinsight.org/Resources/Detail.aspx?topic=Hot_

Topic_The_Low_Down_on_Local_Foods_

Suggested Learning Codes:

2020 – Composition of foods, nutrient analysis

6000 – Education, Training, and Counseling

8000 – Food Service Systems and Culinary Arts

9020 – Evaluation and Application of Research

“The Low-

Down on

Local

Foods”

April 11,

2011

Tamara Wagester, C-FARE

tamarawagester@cfare.org

Lindsey Loving, IFIC Foundation

loving@ific.org

Please email your questions to the moderator, Lindsey Loving

at loving@ific.org. She will ask the appropriate speaker to

respond.

To view the speaker biographies visit:

http://www.cfare.org/media_events/April%2011%20biograph

ies.pdf

To view a list of additional resources please visit:

http://www.cfare.org/media_events/Additional%20Resource

s.pdf

“The Low-

Down on

Local

Foods”

April 11,

2011