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Southwest Marketing Network
Expanding Markets for SouthwestSmall-Scale, Alternative, and Minority Producers
www.swmarketingnetwork.org
Objectives:
• Network• Inform• Train• Research• Demonstrate
Activities:
• Contacts database• Website• Newsletter• Conference• Workshops• Research Projects• Demo Projects
Southwest Marketing Network
Steering Committee Partners
• Colorado State University Extension
• Farm to Table
• National Center for Appropriate Technology
• Navajo Nation Department of Agriculture
• The Farm Connection
• Traditional Native American Farmers Assoc.
• University of Arizona Extension
• Western Rural Development Center
Stew Smith
CHANGING SHARES OF THE AGRICULTURAL SYSTEM(Adapted from Stew Smith, 1992, "Is There Farming in Agriculture's Future?")
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1910 1990
YEAR
% O
F VA
LUE
FRO
M E
AC
H S
ECTO
R
MARKETING SECTOR
FARMING SECTOR
INPUT SECTOR
Direct Marketing-Marketing without Barcodes
• Farm stand• Roadside stand• Farmers market• Pick-your-own• CSAs — Community
Supported Agriculture• Mail order• Internet
Where Do Producers Want to Sell in 5 Years?
Consumer Direct: Farmers’ Markets 60 Onsite 51 Mail 48 CSAs 32
Direct-to-Retail: Natural Food Stores 74 Restaurants 56 Supermarkets 41 Institutions 27
Wholesale: Natural Food Store Buyers 61 Distributors 49 Processors 48 Supermarket Buyers 45 Grower Co-op 39
Gloria’s Corn Field
Indian Corn
WHY LOCAL FOOD???Supports local farmers and ranchers.
Can preserve open space.
Can be more fresh and diverse.
Keeps money in local economy.
Allows better producer-consumer communication.
Uses less energy.
Salad Bar Photo
Southern Ute Academy Bison Tasting for Farm to School
SASCO
Sustainability Alliance of Southwest Colorado
Farm to SchoolCommunity Food Assessment
Mesa Verde GuideHomegrown Conference Proceedings
Local & State Policy IssuesRebuilding Our Local Food System Booklet
www.sustainableSWcolorado.org
Rebuilding our Local Food System
Apples
Grants Greenhouse
1976-2005 Temp Trend (F)From Brad Udall, Feb 2008
Kennebec Snowmelt
Flower-----------------------------
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www.swmarketingnetwork.org
www.sustainableSWcolorado.org
Energy for a One Pound Can of Corn(350 Calories of Food Energy)
Farm Production 450
Heat Processing 250
Steel Can 1000
Shipping 500
Bringing Home 300
Cooking/Cleaning 450
Total 2950
Very approximate data interpreted from Pimentel & Pimentel, 1985
Estimated Annual Food Purchases by Residents ofLa Plata & Montezuma Counties
Selected Products: Total Annual Estimated Purchases ($)La Plata County Montezuma County Both Counties
Beef 4,525,400 2,299,000 6,824,400Pork 3,029,400 1,539,000 4,568,400Poultry 2,861,100 1,453,500 4,314,600Eggs 822,800 418,000 1,240,800Fresh milk & cream 2,580,600 1,311,000 3,891,600Fresh fruits 3,945,700 2,004,500 5,950,200Fresh vegetables 4,020,500 2,042,500 6,063,000Processed fruit 2,374,900 1,206,500 3,581,400Processed vegetables 1,514,700 769,500 2,284,200Total of Selected Products 25,675,100 13,043,500 38,718,600Total of All Food 107,618,500 54,672,500 162,291,000
Estimates derived from Bureau of Labor Statistics Consumer Expenditure Survey, (www.bls.gov/cex/2003/region/region.pdf) accessed 12 Sep 2005
Organic & Beyond
• Organic performs well in:• Reducing synthetic chemical use• Using on-farm resources
• Organic is less effective in:• Reducing energy use• Conserving soil and water• Preserving family farms• Maintaining local economies
• Two Strategies:• Additional label claims used by producers• Organic evolves to be more comprehensive
Bob
Farm-to-School Wider Benefits
• Supports local agriculture and food
• Promotes healthy food choices
• Furthers public education through children
• Promotes local AND high quality food
• Challenges our cheap food policies
• In time it should promote:
• Value-added processing
• Season-extension/preservation
• Increased local production
Dry Farming Areas — Present Day
Dry Farming Areas — 1000-1100 AD
Dry Farming Areas — 1100-1275 AD
Managing Change in a Time ofPeak Oil and Changing Climate
• Build a Resilient Agricultural System
– Diversified production and marketing
– Based on healthy ecosystems
– Emphasizes local/regional food systems
– Adaptable
• Recognize “No Regrets Strategies”
• Ensure Social Justice
Assessment
• Packaging• Processing• Differentiating your
Product• Is it also Profit-
Added?
Value-Added Activities
• Grocery Stores• Regional Food Coops• Restaurants• Schools & Other
Institutions• Final processors• Cooperatives
Direct to Retail Marketing
Native American Farmers Market Development
• Working with eight Native American Communities in NM and AZ in farmers’ market development
– Shiprock, NM (2nd season)– Taos Pueblo, NM (1st season)– Pojoaque Pueblo, NM (3rd)– Jemez Pueblo, NM (1st )– Chinle, AZ (will begin 2008)– Tuba City, AZ (1ST season)– Acoma Pueblo, NM (2nd)– Crownpoint, NM (2008)
