NuestrasRaíces:PermacultureEconomicDevelopment

HOLYOKE,MACalledthe“PaperCity”becauseitwasa

centeroftheworld’spaperindustry,sBllproudbutdealingwithchangingeconomyandpoverty:

Highratesofsubstanceabuse(4Bmesstaterate),teenpregnancy(highestinstate),andunemployment(31%)indowntownneighborhoods.

ChangingpopulaBon,nowmoreLaBnosthanwhitesindowntown,40%overall,85%ofpopulaBonindowntownwards,80%ofchildreninpublicschools,highestpercentageofPuertoRicansofanycityinUSoutsideofPR

YearsofneglectanddisinvestmenthaveledtodemoliBonsandarson.

Fosteringeconomic,humanandcommunitydevelopmentinHolyoke,MassachuseVsthroughprojectsrelaBngtofood,health,agriculture,the

environmentandarts&culture.

(OurRoots)

HERITAGEANDKNOWLEDGE

ManyoftheresidentsofdowntownHolyokehavecomefromruralPuertoRico.ManygrewuponfarmsandmanyfirstcametotheNortheastasmigrantfarmworkers.

ThemembersofNuestrasRaíceshavelifeBmesofexperienceinfarming.TheyareproudtousetheirknowledgetoimprovetheirneighborhoodsandpassontheirheritagetoayoungergeneraBon.

CommunityGardens

YouthProgram

RaicesLaBnas

EnvironmentalJus8ceTheenvironmentaffectshealthandprideofcityresidents.

NuestrasRaícesyouthandstaffresearch,educateandorganizethecommunitytoaddresstheenvironmentalissuesofourcommunity

CentroAgrícola

Greenhouse:MarineReefHabitat

SharedUseKitchenandMiracleSweetsBakery

Plazawithoutdoormarket

MiPlazaRestaurant

Anabandonedbuildingandvacantlottransformedintoavibrantcenterformicro‐enterprisedevelopment

RootsUpGreenJobsProgram

TierradeOportunidadesNewFarmerProject

TierradeOportunidadesProject:2004‐2006

ManyresidentsofHolyokegrewuponfarmsinPuertoRicoandhaveextensivefarmingbackgrounds.ManyfirstcametotheNortheastasmigrantfarmworkers.

Theywouldliketofarm,butfacemanybarriersincludinglanguageandaccesstolandandcapital.

Aspiringfarmerstakeatrainingcourseandcometoworkshopandfieldtrips

TranslaBonatNortheastRiskManagementConference

FarmersraisePuertoRicanspecialtycropslikeajídulceandcalabaza,plustomatoes,eggplants,sweetcornandmore.

Livegoats,rabbits,chickens,andpigsaresoldonthefarmforhomeslaughter

TheFarmin2005

InMay2006wegainedaccesstotheadjacent26acresofprimefarmland.Youth,farmers,andcommunityleadersdevelopedamasterplan.

ParBcipatoryDesignProcess

KEY and

Visual Program GOALSETTING…

• LocatedonConnecBcutRiver

• Hometo11at‐riskorendangeredspecies

• World‐classfarmland

• Intensedevelopmentpressure

• AmilefromintersecBonofRt.90andRt.91

• AmilefromlargestmallinNewEngland

Auniqueresourceinahighlydevelopedarea

Siteanalysis

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NuestrasRaícesFarms

“Nuestras Raíces Farms is a site made up of beau5ful farms by a river with a variety of features and ac5vi5es. Visitors will be able to buy fruits, flowers, herbs and vegetables from the farms, even some that normally grow only in Puerto Rico or in the tropics….  

ConceptStatementReadtoConsumers   

…There will be a peDng zoo for children and demonstra5ons of Paso Fino horses.  There will be walking trails through the farms and by the river. Families will be able to enjoy tradi5onal roasted pork outdoors. There will be cultural ac5vi5es like Spanish music. The farm environment will give the feeling of being far away from the city.” 

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ConceptReacBon:GeneralTherewasoverwhelmingenthusiasmforNuestras Raíces Farms(NRF)asdescribedintheconcept.Over8in10personssurveyedsaidtheywouldvisitthesite.ThedesBnaBonhasappealasafamilyopBonasrelaBvesandchildrenarethetypesofpersonsmostlikelytobebroughtalong.

DefinitelyProbably

(84%)

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ConceptReacBon:TimeCommitment

Time Cumulative %

Up to 1 hr 6%

Up to 2 hrs 18%

Up to 3 hrs 34%

Up to 4 hrs 49%

Up to 5 hrs 59%

Up to 6 hrs 72%

Up to 7 hrs 77%

Up to 8 hrs 82%

Beyond 8 hrs 100%

MEDIAN 4 hrs

Time Cumulative %

Up to 30 min 9%

Up to 1 hr 33%

Upt o 1.5 hr 39%

Up to 2 hrs 63%

Up to 2.5 hrs 66%

Up to 3 hrs 79%

Up to 3.5 hrs 81%

Up to 4 hrs 89%

Over 4 hrs+ 100%

MEDIAN 2 HOURS

NotonlywouldthemajorityofrespondentsvisitNuestras Raíces Farms,butalsotheywouldbewillingtotakeafairlylongdrivetogettothesite–2hoursinthetypicalrespondent.ConsumeswouldbewillingtospendafairlylongamountofBmeattheplaceaswell.Basedonthemedianresponse,thetypicalrespondentwouldspendfourhoursatNRF.TheseresponsesareconsistentwithNRF’sintenBontoconsideritselfasaday‐longouBngexperience.

TimeWillingtoSpendatDesBnaBonTimeWillingtoDrive

27

NuestrasRaícesMarketRadiusBasedonthetwo‐hoursthetypicalconsumeriswillingtodrivetoreachNuestras Raíces Farms,themarketforthebusinessliesinsidea100‐mileradius,approximately.ThismeansthatconsumersinciBeswithsignificantHispanicpopulaBonsasfarsouthasNewHavenandBridgeportandasfareastasWorcesterwillbelikelytargets.

28

ConceptReacBon:SpecificacBviBes

ConsumerswouldwelcomeavarietyofacBviBesatNuestras Raíces Farms.CulturaleventsandtheabilitytopurchasefreshproductsareparBcularlyappealing.

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Lechonera(Roastedporkoutdoorrestaurant)

“One of the products that Nuestras Raíces Farms will offer visitors will be a tradi5onal outdoor pig roast (lechón asado).  Individuals will be able to purchase pork by the pound, and eat it there or take it out with them. Other fixings like rice and pigeon peas (arroz con guandules), plantains, yuca, and bread, will be available as side dishes.” 

ConceptStatementReadtoConsumers

30

LechoneraConceptReacBonTherewasoverwhelmingenthusiasmfortheLechoneraconceptaswell.Eightin10personssaidtheywouldvisittheplacedescribedintheNuestras Raícesconceptjusttoeatpork.ThetypicalparBcipantsaidhe/shewoulddriveuptoonehourtoreachthisdiningdesBnaBon.

Time Cumulative %

Up to 30 min 31%

Up to 1 hr 62%

Upt o 1.5 hr 68%

Up to 2 hrs 83%

Up to 2.5 hrs 87%

Up to 3 hrs 93%

Up to 3.5 hrs 94%

Up to 4 hrs 97%

Over 4 hrs+ 100%

MEDIAN 1 hr

DefinitelyProbably(80%)

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LechoneraMarketRadiusBasedontheone‐hourthetypicalconsumeriswillingtodrivetoreachtheLechonera, themarketforthisparBcularbusinessliesinsidea50‐60mileradius,approximately.ThismeansthatHarpord,CT,aHispanicmarketlocated40‐minutestothesouth,iswellwithintherestaurant’smarketablearea.

Designconcept

Design!

NuestrasRaicesFarmEconomicDevelopment

TOPENTERPRISEGUIDELINESEveryenterprisemust:

1)Contributetotheprofitabilityofthefarmersand/orcreatenewincomeopportuniBesforthecommunity–businessesandjobs

2)GenerateincomeoratleastbreakevenforNuestrasRaices

3)Minimizeongoingmanagement/oversightfromtheorganizaBon(extrapointsforlowinvestmentand/orshiringatleastsomeiniBalinvestmenttotheentrepreneur)

4)Notpolluteenvironment,completelydisruptneighborhood,orhavebadeffectonreputaBonofNuestrasRaices

5)Contributetosocialgoals–community,socialintegraBon,heritage,educaBon,environment

20crop&livestockfarmsfor2009

LaFincaFarmStore&GirShop• Farmfreshproduce&flowers

• Hats&T‐shirtswithlogo• Colddrinks• Beddingplants

Futureofferings:

• Eggs• Farmercheese

• Meats:rabbit,goat,pork,poultry

PetngZoo•  FeaturingCaribbean

heritagelivestockbreeds

•  TradiBonalthatchedbohio&murals

PasoFinoHorseDemonstraBons

• TradiBonalbreed&gaitfromPuertoRico

• Boarding,breeding,showing,trainingsales

• Ponyrides

• Rebuildinghistoricbarn

Lalechonerabarbeque

• TradiBonalPuertoRicanlechon 

• On‐farm,direct‐market,value‐addedlivestockmarkeBng

• #1aVracBonaccordingtomarketresearch

GreenhouseOperaBons

•  WastevegetableoilheaBngsystem

CulturalEvents• Livemusic

• Theater&folkloricdance• Dominoestournaments

• Interfaithblessing

•  Community‐driven

•  Basedinthecultureandexperiencesofthecommunity•  Environmentallyposi8ve

•  Designedtobuildlong‐termeconomicopportuni8esandcapacityforcommunitymembers

•  Takingcontroloflandandcommunityspace

GuidingPrinciplesofCommunityDevelopment

•  AnagriculturallyproducBveurbanecosystem

•  FuncBonalinterconnecBon•  Servestheneedsofthe

community

•  Usesproductsandskillsofcommunity

•  SuppliesessenBalneeds•  HarmoniousintegraBon

HowdoesNuestrasRaícesdemonstratepermaculture?