Taking the Story to Market, and Back Brian Snyder, Executive Director Pennsylvania Association for...
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Taking the Story to Market, and Back
Brian Snyder, Executive DirectorPennsylvania Association for Sustainable Agriculture
(PASA)
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PASA Farmer Programs: Farming for the Future Conference (4 to 5 days;
2,000 participants; 40 states and 8 countries) 20 to 30 Farm Based Education field days Farm Based Research projects Policy Advocacy Newsletter, website, current events updates Regional gatherings Special events (e.g. Grassfed Beef Cook-off)
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www.buylocalpa.org
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Consumer Research Highlights
• “Core” market for local foods: 10 – 20% of consumers.• Biggest “driver” for locally-grown food: self-interest.
– Top factor is freshness (90 – 93%) – tastes better, more nutritious.
• Best Message: Locally-grown = freshness/quality/taste.– Support for farmers and local economy is strong, but secondary.
• Consumer Attitudes on Pricing:– ~10 to 20% segment of the market that would pay more for locally-grown.– Any premium in pricing must be 10% to be broadly accepted.
• Biggest negatives : perceptions of inconvenience and price.• Women are the dominate decision makers.• Older people trend toward local food (food safety > price).
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Core Value Proposition
Value Proposition has four pillars (programs):• Information/Education – Where to go and why it
matters.• Member Connections/Exchange – Members help
members.• Events – Signature events and small local programs.• Membership Rewards – Discounts and incentives.
Note: Items in green may have the greatest value for current Loyalists while those in pink may have the greatest value for “fencers.”
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34.6%
17.6%
9.6%
28.3%
9.8%
1.7%
4.9%
6.6%
38.4%
48.4%
2.5%
14.1%
60.9%
6.6%
16.0%
0% 10% 20% 30% 40% 50% 60% 70%
Less than$10,000
$10,000-49,999
$50,000-99,999
$100,000-499,999
$500,000+
Value of SalesLand in FarmsFarms
PA Farms, Land and Sales, 2002 by Market Value of Ag Products Sold
2002 Census of Agriculture National Ag Statistics Service-PA, USDA
58,105 farms ( with sales or potential sales of $1,000+ in 2002 )
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$0
$20
$40
$60
$80
$100
$120
Direct Sales for Human Consumption Top Ten States in 2002
Mill
ion
Dol
lars
National Ag Statistics Service-PA, USDA2002 Census of Agriculture
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0
5000
10000
15000
20000
25000
30000
1987 1992 1997 2002 2007
Food produced and consumed in PA ($ millions)
PA ag sales
PA food consumption(extrapolated)
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Food Alliance Certification
PA Good Food Policy Alliance