Farmers to Enter Food Hubs, Groceries, Restaurants and Cooperatives 16 Lesson Plans to Prepare Small and Mid-scale Farmers to Enter Food Hubs, Groceries, Restaurants and Cooperatives

test Training Introduction Opportunities Abound Consumer Trends & the Demand For Local This powerpoint presentation is a companion resource to the curriculum “Baskets to Pallets” available for download at www.smallfarms.cornell.edu Photo Source: Photo of Greenstar Coops Produce Display. Courtesy of http://www.ithacaweek-ic.com/

10 10 10 10 20 20 General Trends Grocery Trends Food Hub Trends Restaurant Trends Food Hub Trends 10 10 10 10 20 20

General Trends 10 Local food purchases were estimated at $12 billion in 2014, and are expected to grow to $__ billion by 2018. 20 30 Answer: 9% annual growth

Local Food Sales in the US Food Market Data Source: AT Kearney: https://www.atkearney.com/documents/10192/6773369/Firmly+Rooted+the+Local+Food+Market+Expands.pdf/863737a6-0b44-40d0-b339-da25c4563dc3

General Trends 10 20  Direct-to-Consumer (D2C) sales decreased from 2007-2012. According to the USDA Economic Research Service, this is due to ___________________________ 30 Answer: 9% annual growth

Declining Sales in Direct-to-Consumer Outlets test Consumer demand for local food through D2C marketing outlets plateaued D2C marketing outlets are competing for the same dollar (market saturation) Where local food systems have been thriving, farmers may have been able to increase sales through intermediated marketing channels. Data Source: USDA ERS: http://www.ers.usda.gov/media/1763057/ap068.pdf

Grocery Trends 10 In a survey of 1500 shoppers, 96% now describe _________as products grown or produced within 100 miles from the point of sale. 20 30 Answer: Local food

Grocery Trends test 96% of survey respondents defined LOCAL as being grown or produced within 100 mils from point of sale 78% of survey respondents are willing to pay a premium of 10% or more for local food 67% of respondents were willing to make a separate trip to a retailer they knew had local produce on the shelves Data Source-AT Kearney: https://www.atkearney.com/documents/10192/6773369/Firmly+Rooted+the+Local+Food+Market+Expands.pdf/863737a6-0b44-40d0-b339-da25c4563dc3 Photo Source: Photo of Wegman’s Produce Display. Courtesy of pinterest.com

Grocery Trends 10 93% of grocery shoppers say that __________is the most important attribute of the food they purchase Fresh Quality Sustainable Healthy 20 30 Answer: 9% annual growth

Grocery Trends 93% of survey respondents associate local with “fresh”, which is the primary purchasing factor for grocery consumers Spotlight is expanding from local produce, meat and seafood to prepared foods and dried goods: Canned/jarred foods: increased from 5% in 2014 to 13% in 2015 Prepared: increased from 10% to 23% Bread: increased from 9% in 2014 to 18% in 2015 Data Source: AT Kearney: https://www.atkearney.com/documents/10192/6773369/Firmly+Rooted+the+Local+Food+Market+Expands.pdf/863737a6-0b44-40d0-b339-da25c4563dc3

Restaurant Trends 10 The National Restaurant Association surveyed 1,600 chefs in Fall of 2015 to determine ‘Hot’ trends for 2016. The No. 1 trend was: Locally sourced meats and seafood Fresh/house-made sausage Locally grown produce House-made/artisan pickles 20 30 Answer: 9% annual growth

Restaurant Trends: What Words Stand Out? Point out the following words “local”, “minimally processed”, sustainable, artisan, farm estate, healthful and their often link to “local” Data Source-National Restaurant Association: http://www.restaurant.org/News-Research/Research/What-s-Hot

Restaurant Trends: What Words Stand Out? Point out the following words “local”, “minimally processed”, sustainable, artisan, farm estate, healthful and their often link to “local” Data Source-National Restaurant Association: http://www.restaurant.org/News-Research/Research/What-s-Hot

https://www.youtube.com/watch?v=3mZLjToejy0 Restaurant Trends Play video from 1:27 – 1:55 https://www.youtube.com/watch?v=3mZLjToejy0

Food Hub Trends 10 In the 2015 National Food Hub Survey, 79 food hubs were asked “How many farms sell products to you?” The mean number of farms was: 10 40 80 120 20 30 Answer: 9% annual growth

test Food Hub Trends Mean number of suppliers to 79 surveyed hubs was 80 farms 92% of hubs that responded said that “most/all” producers had less than $500K in sales-FOCUS ON SMALL AND MID-SIZED FARMS Many are driven by a social mission with the number 1 driver being “Increasing small and medium sized farmers'/ranchers' access to markets -Encourage educators to call attention to food hubs in their specific region. Change pictures as necessary Data Source: 2015 National Food Hub Survey by Michigan State University and Wallace Center Photo Source: Photo of Eden Valley Growers http://www.buffalonews.com/city-region/food-hub-to-serve-small-farmers-help-them-sell-to-large-buyers-20150217