1. E-Organic Concept Map Brainstorming Session Tuesday, February 27

2. ATTRA Audience  Production, Market Farmers (esp. with limited resources),  ranchers,  LGU/Extension faculty  agricultural information providers around the U.S  international users  NOT gardeners or hobbyists Content  250 free publications in electronic or hard copy format  ask the expert  bi-monthly newsletter 30,000 subscribers  weekly sustainable ag highlights e- newsletter  databases: IPM, farm internship, OG seed suppliers.  Translate content for more general consumption Delivery Method  600,000 PDF publications downloaded  35,000 phone/email requests for print copy publications, research information and referrals  2.5 million unique users annually

3. OAI Audience  Farmers  LGU/Extension faculty  Anybody interested in organic  Researchers Content  online searchable database of non- copyrighted resources  LGU & Organic Farming Research Foundation (OFRF) and other research reports, theses, proceedings, outreach publications, and farmer experiential information  Peer review process through SCOAR Delivery Method  30,000+ total requests in three years  30,000 unique visitors/year

4. New Farm Audience  Farmers 1/3  International Visitors  Researchers  LGU  Wannabe Farmers Content  Stories by and about Farmers  Anecdotal information  Forums  Resource Guide  Farm Locator  OPEX: Organic Price Index  Farm for Credit Page  Online Course: transition to organic Delivery Method  E-zine  Website published monthly  Newsletter: 20,000 subscribers  Classifieds

5. OMRI Audience  Accredited certifying agents, OG farmers/handlers,  Inspectors,  Researchers  Policy Makers  Consumers  Home Gardeners Content  Database driven lists:  Generic materials for broad use  Brand name products lists  Publish quarterly newsletter with FAQs  Technical reviews on various inputs (not updated since 2002) Delivery Method  Hard copy –paid  Databases not online—private

6. LGU Websites Audience  Farmers (region specific)  Researchers  LGU faculty Content (Varies)  Extension Reports  Ask the Expert  News articles  Glossary Delivery Method  Website

7. SARE LGU Websites ATTRA OAI New Farm OMRI e-Organic Audience Content

8. Audience: Who is the e- Organic Community? Farmers  Conventional and organic  In all US regions  Horticultural and agronomic crops  Livestock  Other agricultural products Ag Professionals  Crop Advisors  Veterinarians  Researchers  Federal agencies  Processors  Certifying agencies  LGU personnel  Extension specialists/educators

9. Content: How will e-Organic present its content NOW?  Articles  FAQs  Ask-the-Expert  Case Studies (regionally specific)  Certification Tools  Portal to more in-depth information  eOrganic and Partner Sites  Local and regional LGU  Cooperative Extension Resources

10. Content: How will e-Organic present its content in the FUTURE?  Decision tools (online interactive certification tools)  Video streaming of expert presentations/conferences  Learning modules  Certificate and continuing education courses

11. Content Sources Existing Information From conventional production and marketing systems and LGU outreach resources  Peer-reviewed information on diagnostics  Cultural and biological management strategies  Marketing and consumer research  LGU bulletins and websites

12. Content Sources Existing Information From non-LGU entities Links to:  ATTRA  NRCS  EPA

13. Content Sources Existing or Emerging Management Information (VERT Model) Prioritization of agroecological content development will be guided by:  FAQs  Information gaps  Strong findings from organic systems research  Areas in which conventional extension recommendations are particularly inapplicable

14. Content Sources Farm Case Studies Prioritization of new case study development will be guided by  FAQs  Areas in which experiential information can fill information gaps  Areas in which conventional Extension recommendations are particularly inapplicable

15. Content Sources Certification Sources  USDA National Organic Program (NOP)  Universities, State Departments of Agriculture  ATTRA  IOIA  Certification agencies  Non-government organizations  Producer groups

16. eOrganic Existing Information LGU Existing Information Non-LGU Farm Case Studies Certification Existing/Emerging Mgmt Information

17. Potential Donors and Sponsors (Public Institutions, foundations & businesses)  Who would benefit from being associated with eOrganic’s site?  Who would eOrganic like to partner with?  Who is interested in the content of the site?  Who produces products related to organic agriculture?  Who sells or markets organic products?