2013 Direct Marketing Conference Brochure

NOFA Vermont PO Box 697 Richmond, VT 05477

Non-Profit Org. US Postage PAID Permit No. 37 Richmond, VT

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Pennie Rand Photography 2012

NOFA Vermont’s 8th Annual

Elizabeth Ferry 2012

Direct Marketing Conference Sunday, January 13, 2013 Vermont Law School South Royalton, VT

Schedule

VTFMA Annual Meeting or Networking Sessions

8:30 – 9:00: Registration 9:00 – 10:00: Featured Speakers (see back for details) 10:10–11:25: Workshop Session I & Coaching Sessions 11:35–12:35: VTFMA Annual Meeting -orNetworking Sessions 12:35–1:35: Local Lunch 1:45–3:00: Workshop Session II & Coaching Sessions 3:10 – 4:25: Workshop Session III & Coaching Sessions 4:30: Snacks for the Road

Workshops Are you Ready for Market?

Vermont Farmers’ Market Association (VTFMA) Annual Meeting

Every VTMFA-member farmers’ market is invited to send a voting representative to the annual VTFMA meeting to learn of 2012 accomplishments, the 2013 work plan, and important updates that will affect markets statewide. While only one representative from each market may vote, the meeting is open to everyone interested in farmers’ markets.

Networking Sessions See www.nofavt.org/dmc for workshop times and full descriptions.

Attendees will evaluate various market displays to help them improve their own displays, whether they are selling produce or meats at their farm, farmers’ market, or CSA pick up. We will discuss, as a group, observations of the displays that were shown. For selling to restaurants, participants will learn how to connect with chefs, create invoices, payment terms, and packaging options for direct-to-wholesale markets.

Networking sessions will be held opposite the VTMFA annual meeting to share best practices and learn innovative marketing ideas.

VT food experiences. Attendees will be given an overview of DigIn and an update on how the website is being used since its launch. Attendees will also hear about regional initiatives that are part of DigIn and how they are benefitting from being listed on the site. Finally, attendees will learn about the many ways they can use DigIn to promote their authentic VT food experience.

Équiterre’s CSA Network

Buying Clubs Connect to Low-Income Consumers

Connecting local food producers with low-income consumers can be a challenge. Come learn how Post Oil Solutions is promoting food access in their region by leveraging wholesale producers and collective purchasing of wholesale products with convenient pick-up points at schools and other sites. They will briefly outline the development of their Buying Clubs, share materials, and leave plenty of time for questions about how this model can be adapted to your local context.

Équiterre is a nonprofit environmental organization based in Montreal. They manage a CSA farmers network with 78 CSA farms and 25 non-CSA farms as part of this network. Equiterre will present on the services they provide CSA farms including marketing and promotion, mentorship, research, and crop planning for new farmers. The workshop will end with a facilitated discussion about how best to partner with Équiterre to develop a Quebec-Vermont CSA learning community and how our CSA network in Vermont can best be structured.

Cooking up Local Foods Relationships With Restaurants

Farmers’ Market Governance

Chefs can champion local food purchasing, but what do their purchasing arrangements look like? How do they do it while still meeting price points that customers expect? Restaurants are beginning to embrace pre-pay commitments for local purchasing. This workshop will discuss the risks and successes of local fruit/vegetable purchasing agreements and contract growing. Chefs and farmers will share specifics about how different account management concepts allow them to purchase locally.

CSA Risk Management

Andy Jones has run the Intervale Community Farm (ICF) since 1993. Andy will present information on risk management for CSAs given the extremes in weather we have experienced in recent years, and then lead a roundtable discussion to share other participants’ experiences. Andy will address how ICF addressed flooding and crop failure due to Tropical Storm Irene, how that impacted shareholder retention this year, and how they communicate these challenges to their members.

DigInVT and Agritourism

This workshop will focus on DigInVT.com, a website launched in the summer of 2012, that provides users access to authentic

Governance at markets is seen by many to be a “no-brainer” but, in fact, setting up a structure so you have the right personnel and a process for creating fair, effective managing rules can be tricky. National farmers’ market researcher and trainer Darlene Wolnik will share research she is conducting on types of market governance and lead markets in activities to refine or expand their market potential.

Food Access and EBT Basics

Are you a farmer or farmers’ market who wants to make your products more accessible for limited income consumers in your area but aren’t sure how? This workshop will cover the basics of 3SquaresVT benefits (formerly known as food stamps) and how you can accept Electronic Benefits Transfers (EBT) at your CSA, farmstand, or farmers’ market. We will also provide a brief overview of other innovative programs that promote food access and how you can get involved.

Food Safety at Farmers’ Markets

Food safety is a common concern for farmers’ markets across Vermont. Based on interviews with market managers, key questions on food safety have been identified. This workshop will provide answers to common questions that markets have

New Farmer Coaching Sessions As an alternative to a workshop session, the VT New Farmer Project (a collaboration between UVM Extension, NOFA-VT, the Intervale Center, Vital Communities, Rutland Area Farm and Food Link, & the Association of Africans Living in Vermont) will be offering individual coaching sessions to new and aspiring farmers with a farm business consultant.

During these sessions, a consultant will help each new farmer develop a plan with clear action steps based on their priorities. These plans might be focused on accessing land and/or capital, increasing their production skills, etc.

These sessions will serve as a gateway to ongoing technical assistance.

Please indicate your interest in a 45-minute coaching session when you register for the conference. about food safety and strategies for maintaining a safe environment at your farmers market.

From Field to Griddle – Making the Farmer-Restaurant Value Chain Work for Meat

Local animal protein is a big-ticket item for chefs. The number of farmers growing protein for local markets is increasing. What have we learned to date about chef/farmer meat purchasing relations? In this workshop, both chefs and farmers will discuss the ins and outs of local protein purchasing, and what arrangements work for different business sizes and models.

Growing Breakfast

George Wright will describe how his family stumbled upon the growing and processing of oats. He reveals why rolled oats are the most popular thing he brings to the farmers’ market.

This workshop will focus on the innovative marketing strategies George is using to successfully sell grains at the farmers’ market.

Hosting Successful On-Farm Events

Are you planning to invite the public onto your farm? Thinking about hosting a farm dinner, festival, or special event? In this workshop Cat Buxton, Cedar Circle Farm’s education and events coordinator, will present on how their events calendar is conceived, marketed and executed. Cedar Circle hosts regular farm tours, farm dinners and tastings, two very large farm festivals, gardening and cooking classes, and a busy farmstand.

Learn some of their strategies for planning, timing events, and even waste management.

Making Institutional Purchasing Work for You

This workshop will provide an overview of NOFA-VT’s recently completed research on institutional demand and statewide infrastructure for local fruits, vegetables, and eggs: Scaling Up Vermont’s Local Food Production, Distribution, and Marketing, and an understanding of how farmers can use the research to identify institutional markets. Farmers already selling to institutions will discuss different models for selling to institutions.

Meat Cuts: How to Get What You Want and Sell It All

Do you ever wonder how to communicate with your processor easily and efficiently about the meat cuts you want? Also,

how can you communicate with your customers how to utilize a diverse variety of cuts, especially around frozen meat? In this workshop, a producer and processor will join us to speak about how to get the cuts you want and market effectively to your customers.

Online Direct Markets

Online marketing is growing in popularity across the country, as consumers seek greater access of local products and farmers seek new markets. This workshop will explore different technologies available for on-line buying clubs, farmers markets’ and farm stands, and market coordinators from yourfarmstand.com, an online farmers market in Vermont, will share their experiences.

Scaling up a CSA

When do you grow your CSA? To what scale? What are the packing and distribution system, administration, marketing, and labor considerations of going to scale? Jean Paul Cortens and Jody Bolluyt from Roxbury Farm, a 1,000 member CSA in Kinderhook NY, will guide this discussion.

Strategies for Marketing Local and Organic

How can you market local and organic? Vermont Organic Farmers (VOF) recently developed a new marketing campaign to communicate the benefits of purchasing local and organic products statewide. Nicole Dehne from VOF and Nicole L’Huillier Fenton from Skillet Design & Marketing will explain how the marketing campaign was developed, showcase new marketing materials that farmers and farmers’ markets can utilize today, as well as offer a few tips and tricks to use social media for marketing.

Targeting & Communicating Your Message: A Grassroots ​ Marketing Workshop

A discussion of social networks, target audiences, communication channels, and goal prioritizing will kick off the workshop, followed by tactics for food system and farm-based businesses and organizations to engage their communities to execute marketing and raise awareness. Basic social media, earned media, paid media, web marketing, and point-of-sale marketing tips will be shared in a group discussion.

What’s Next for EBT at Farmers’ Markets?

With half of Vermont’s farmers’ markets now accepting EBT cards, we are contributing to a nationwide movement to bring some of the $56 billion in federal food benefits back to family farms and local economies. But the system isn’t flaw-proof.

Come learn about and provide feedback on the feasibility study the Vermont Agency of Agriculture and NOFA-VT are conducting on EBT technology and alternative currencies.

Wholesaling 101

This session will present an understanding of the wholesale food market. We will discuss: quality, safety, and product availability. If you are interested in diversifying your sales, this session will help offer you insight into these markets. Following the panel discussion, growers will be given the opportunity to engage the panel.

8th Annual Direct Marketing Conference Direct marketing is a cornerstone of the thriving culture of local food and agriculture in Vermont. This oneday conference offers new and experienced farmers’ market coordinators and vendors, CSA farmers and organizers, and farm stand operators a wealth of learning and networking opportunities to grow their directto-consumer sales. This year we are also including a few workshops for direct marketers who are looking to expand to restaurant or other wholesale markets.

Additionally, the conference provides an important opportunity to gather as a farmers’ market community at the Vermont Farmers Market Association (VTFMA) annual meeting (details inside).

Featured Speakers Inspired by the TEDTalks format of brief but excellent presentations on “ideas worth spreading,” we’re excited to replace the usual keynote address with several shorter talks. Join us for a dynamic and motivating session with five direct marketing experts. (Learn more about TEDTalks at ted.com.)

Richard Berkfield Building a truly community-based food system requires engaging people from all backgrounds and income levels. Richard Berkfield will share lessons learned from five years of Post Oil Solutions’ work reaching low-income consumers.

Jean Paul Cortens and Jody Bolluyt Jean Paul Cortens and Jody Bolluyt of Roxbury Farm in NY will share innovative marketing examples learned from their experience farming 250 acres of biodynamic vegetables, fruits and herbs for their 1,000 member CSA.

Registration Form

Please return this form with your payment by January 4th. $40 for NOFA members, $50 for non-members.

Refreshments and lunch are included with your conference fee.

VTFMA-member markets may send one representative free of charge; please indicate below.

Andy Jones Andy Jones has managed the Intervale Community Farm since 1993, and is one of the pioneers of the CSA movement in Vermont. Andy’s diverse skills, optimistic outlook, and incredible vision have helped the farm grow into the largest CSA in Vermont.

Darlene Wolnik Independent farmers’ market consultant and researcher Darlene Wolnik will discuss what makes 21st century markets innovative and creative centers for local commerce and culture.

George Wright Farmers’ Markets must be so much more than vegetables! Learn how George Wright of Castor River Farm sells his farm’s grains by milling flour and rolling oats right at the market.

Yes, I would like to attend a New Farmer Coaching Session. Please contact me.

I am a VTMFA-member market representative receiving free admission.

I am a NOFA-VT Journey Farmer receiving free admission.

Walk-ins are welcome on the day of the conference; however, lunch may not be available.

Number of Attendees: ______ x $40/$50 = Total: _________

Name(s) of Attendees: Market Affiliation: Address:

Please send checks made out to NOFA Vermont to: NOFA Vermont Direct Marketing Conference PO Box 697, Richmond, VT 05477

Email: Phone:

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Register by phone: 802-434-4122

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Register online: www.nofavt.org/dmc

Please visit www.nofavt.org/dmc for a complete listing of workshops, presenter bios, and our conference supporters - and you can also register online!