1. CSA Member Retention Strategies Jon Clark, Martin Lenihan, and Kathy Brasier Penn State Cooperative Extension & Dept. of Ag Econ & Rural Sociology Mid-Atlantic Fruit and Veggie Growers Conference January 31, 2006, in Hershey, PA

2. Knowing who your members are, why they join, and what they think about the CSA experience will help you develop effective strategies for retaining members CSA Farm Viability Business Vision and Plan Profit from Products Marketing Plan Attract New Members Retain Current Members Understand Members Use (and Evaluate) Retention Strategies

3. Who Joins CSAs? National profile of CSA members: –White, College educated, Middle class –Majority in 30-49 age group –Women, especially those working less than full time –Low income persons tend to be ‘in transition’ What is the profile of your membership? Why is this important to know? –Might influence the products you offer, drop- off options, membership options, events, communication

4. Why Join a CSA? Reason‘Very Important’ Desire for fresh produce76% Desire for locally grown produce75% Desire to support a local farmer or farm74% Desire for organic produce72% General concern for environment62% Concern for farm preservation58% Knowing where/how your food was grown53% Health/dietary reasons42% Desire for sense of community26% Desire to try new foods 8% Convenience 4% Less expensive food 4% Opportunity to work on a farm 3% (Source: Oberholtzer 2004:23)

5. Why Members Join Top reasons are value-based –Individual values (health, environment) –Values about community they want to live in Where is ‘Community’ in CSA? –Feeling sense of community ranks low, particularly among men –Idea of community attractive, but actual development of community less important in retaining membership

6. Why Leave their CSA? Reason% Selected Pick-up site problems or farm inconvenient18% Share not worth the cost15% Moving or would be away for summer15% Moving to another CSA10% Difficulties cooking/eating produce 8% Pick-up times were inconvenient 8% Prefer to shop at local market/food cooperative 8% Personal financial situation 7% Not enough variety in the share, or share contents not consistent with needs of the household 7% Not enough produce during the season 5% Household will grow its own food 5% Future participation contingent on the ability to continue to split shares with others or purchase half shares 5% (Source: Oberholtzer 2004:29)

7. Why Leave a CSA? Pick-up site convenience Value for money Contents of weekly share –Variety (too much, too little) –Quantity (too much, too little) –Unfamiliar products Learning curve high

8. Why Return to a CSA? Satisfaction with quality, quantity, variety, price, pick-up arrangements Previous experience with a CSA CSA share makes up higher proportion of veggie purchases Had less waste of produce Changed eating habits because of CSA

9. Lessons Learn about your membership –Reasons for joining, staying, leaving –Evaluation of experience –Use of produce –Effect of CSA membership on their habits and attitudes –Importance of community to them –Effectiveness of communication and education strategies Match retention strategies to these needs and experiences Evaluate your strategies

10. How Can I Learn About My Members? Create ‘core group’ for advice, feedback, planning Create opportunities for feedback (during season, end of season) –Talk to members at pick-up –‘Comment Tree’ (paper, web, email) –Discussion groups –Email listserves –Surveys (email, web, paper) Learn why members don’t renew

11. Member Issues  Strategies Build on existing commitment –Stress quality, freshness, locally-produced products –Environmental benefits, health concerns –Use existing members’ knowledge Dissatisfaction with produce quality, freshness –Explain reason; address if possible –Work with neighboring farms to supplement

12. Member Issues  Strategies Concern over diversity; unfamiliarity with produce; lack of choice –Communicate and educate! –Share recipes; explain health benefits; give history of particular varieties –Provide weekly suggestions for cooking, storing, preserving, and composting –Suggest additional resources (cookbooks, websites) –Provide schedule of produce –Provide selection options (choice, ‘yuck-yum’ box) –Provide u-pick opportunities –Provide some pre-processing of products, or offer processed foods

13. Member Issues  Strategies Concern over quantity –Suggest sharing with friends –Provide information about storing, preserving, composting –Provide donation opportunities –Offer half shares, or connect members who could split share Concern over lack of community –On-farm events (tours, festivals, potlucks, harvest days) –Provide regular farm information/updates –Provide working share options –Develop core group to plan events

14. Member Issues  Strategies Concern of inconvenience –Learn your members’ limitations and preferences –Provide multiple options for pick-up/drop-off –Work with advisory/core group to develop network for drop-off Concern of cost –Provide share price breakdown –Offer payment options (working share, installments) –Provide opportunities for donated shares

15. Member Issues  Strategies Explain contract, expectations Diversify membership –Subsidize shares –Accept vouchers and food stamps –Allow/seek organizations to be members (churches, nonprofits, etc.) Join networks of other farmers and community members –Share resources, ideas, strategies –Become part of local networks to educate consumers, attract potential members

16. Resources PSU Farm Business website: http://FarmBusiness.psu.edu http://FarmBusiness.psu.edu Robyn Van En Center for CSA resources: http://www.csacenter.orghttp://www.csacenter.org Univ. of Wisconsin Center for Integrated Agriculture Systems: http://www.cias.wisc.edu http://www.cias.wisc.edu