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Project on Consumer Preference

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					Building a Better Food System
  in Southeastern Michigan

  Brenda Reau
   Mike Score
   Phil Tocco

  NACAA Conference
    July 17, 2007
   Grand Rapids, MI
       What is FSEP?
Food System Economic Partnership


   A collaborative, non-profit
organization working to build a
     better food system in
    southeastern Michigan.
FSEP Mission
       FSEP exists to catalyze
       change in the food
       system of southeastern
       Michigan.
       We provide research,
       education and outreach
       with urban and rural
       partnerships, resulting in
       agricultural development
       opportunities, sustainable
       communities and healthy
       local economies.
     Five County Partnership in
       Southeastern Michigan
   Jackson
   Lenawee
   Monroe
   Washtenaw   Jackson       Washtenaw
                                               Wayne

   Wayne
                          Lenawee     Monroe
            The Beginning….
  FSEP actually grew out of the remarks of one
  local farmer.


“Something needs to
  change in the
  agricultural economy
  or we’ll all go out of
  business”. (Chuck
  Koenn, 1999)
Regional Approach to the Food System
Food system is made up of agriculture from rural areas
and cluster industries and markets in the urban areas.


       RURAL                               URBAN
Benefits of a Regional Approach
Create opportunities by matching food
system supply and demand components.


                             +

 Local economies and participants capture more
 value from conversion of agricultural
 commodities into higher value goods.
Benefits from a Regional Approach
Urban                                                        Rural

   •   Business development            •   Strengthen farm
                                           businesses
   •   Job creation
                                       •   Increase agricultural
   •   Reduce chronic                      viability
       unemployment
                                       •   Preserve rural quality
   •   Increase consumer                   of life
       access to local foods
                                       •   Reduce development
   •   Reduce sprawl                       pressures on
   •   Reuse of older buildings            farmland
   •   Neighborhood                    •   Increase
       development and                     opportunities for
       revitalization                      farmland preservation
          ←More efficient use of regional infrastructure→
Initiative Development
Organizational Structure
501C3 Non-profit

 Seven member board of directors
 30 member leadership team
 One paid contract project manager
 Additional staff hired with grant funding for
  special initiatives.

    Board and Leadership Team meet monthly rotating
    meetings across the five counties.
             FSEP Goals
 Improve the   viability of the agricultural
  sector.
 Provide revitalization opportunities for
  metropolitan Detroit.
 Improve consumer understanding of the
  food system.
 Improve producer understanding of
  consumer needs.
           Guiding Principles
                          Integrity
  We fulfill the expectations of our stakeholders in an honest
    and transparent way that builds trust in our mission.



            Community/Common Good
We work together cooperatively helping each other advance the
       health and prosperity of our regional communities
 providing a hopeful future for all members of the food system.
            Insights/Knowledge/Education
   We promote and support education as a foundation for better
    understanding the food system. Using this foundation we
     apply information to solve issues while developing and
          sharing a future vision for our food system.


 Teamwork/Collaboration/Empowering People
  We encourage all team members to participate, contribute and
 share in all outcomes; bringing in all stakeholders in the decision
       making process to create linkages between invested
    participants in a way that will influence the final outcome.


           Success/Achievement/Outcomes
We meet goals and demonstrate outcomes in measurable ways that
    benefit the larger community. Our actual outcomes meet
      or exceed positive impacts we set out to accomplish.
               Entrepreneurship/Innovation
    We think outside the box, looking at all new and different ideas
to spur food system business growth and development. We promote
  change through turning creative ideas into achievements utilizing
assets, ideas, and resources in a way that results in positive, mission-
               fitting change managing risk with benefit.




                    Stability/Sustainability
              We create change that lasts and endures;
                     is rooted and self-reliant.
         Leadership Team
   30 individuals from across the five
       county region representing:
 Agriculture
 Community Organizations
 Food Businesses
 Resource Providers
 County Government
             Agriculture
 Michigan Farm  Bureau
 DuRussel Potato Farm
 Michigan Sheep Breeders Association
 Michigan Farmers Union
 Organic Growers of Michigan
 Michigan Corn Marketing Program
 Michigan Coalition of Black Farmers
         Food Businesses
          and Institutions

 The Henry Ford
 Michigan Chefs de Cuisine Association
 American Culinary Federation
 Zingerman’s Community of Businesses
    Community Organizations
 Slow Food  Huron Valley
 Healthy Traditions Network
 Michigan Organic Food and Farming
  Alliance
 Washtenaw Land Trust
       County Government
 County Commissioners
 County Administrator
 County Department Heads
        Resource Providers
 Michigan State  University Extension
 Greenstone Farm Credit Services
 MSU Mott Group for Sustainable Food
  Systems
 MSU Product Center
 University of Michigan School of Natural
  Resources Graduate Team
                MSU Extension Staff
                 Involved in FSEP
   Brenda Reau, County Extension Director – Monroe County
    Board Member
   Mike Score, Agriculture Educator - Washtenaw County
    Chair of Leadership Team
   Matt Shane, County Extension Director & Regional Livestock
    Educator – Lenawee County
   Phil Tocco, Agriculture Educator – Jackson County
   Van Varner, District Farm Management Educator
   Gary Bulluck, Community & Economic Development Educator
        FSEP Work Teams
 Business Innovation and   Networking
 Education andOutreach
 Farm to School
 Research and Development
 Membership
                          Funding
  $175,000 annual budget
  $15,000 annually from each county government
  $ 80,000 grant funding annually
  $ contributions from organizations



Michigan Economic Development Corporation, Community Foundation of
Southeastern Michigan, Project GREEEN, Farm Bureau, Greenstone Farm
Credit Service, Washtenaw County Ag Advisory Group, Michigan Organic
Growers
                 Challenges
 Setting priorities
 Conflicting views    from a diverse group of
  participants
 Funding
             FSEP Results
 Research
 Business Development
 Farm to School Demonstration Project
 Conference
 Project Replication
                 Research
 Restaurant Survey
 Grocer Study
 Consumer Preference Survey
 Grain MarketSurvey
 School Food Service Survey
 Supply Chain for Locally Grown Food
  Products
         Restaurant Survey
 Relationship between   farmer and chef is
  key
 Farmer share of retail sales can increase
  up to 20% through this channel
 Logistics of supply and delivery are a
  potential challenge
 Consumer Preference Survey
 Conducted in   collaboration with University
  of Michigan
 Strong preference for local irrespective of
  the demographics
 Willing to pay more for local but not a lot
  more
FSEP: Supply Chain/Network
         Supply Chain Analysis
   Regional farm receipts are $320 million
   Only $3.6 million are from direct sales to
    consumers
   $3.6 million represents an average of $4 per
    acre
   On a per capita basis this is only $1.30 per
    person per year
   Total annual production of fruits and vegetables
    equals only 5% of regional demand.
      Business Development
 Services offered by   MSU Product Center
  through FSEP
 Currently more than 50 business plans are
  under development
 Business types include energy,
  agri-tourism, food processing, new retail
  businesses
       Emerging Businesses
 Private labeling of   dairy products for ethnic
  communities
 Biodiesel facility/methane digester
 Family owned sausage factory
 Farmer owned restaurant
 Retreat center
 Food distribution center
              Farm to School
   Explaining food system
    development/demonstration project
   Broad appeal and potential for economic growth
   Work group developed an action plan and
    secured grant funding
   Hired project coordinator and identified three
    participating school systems
   Purchase of local farm products by schools
    begins in fall of 2007.
FSEP Conferences

         Attended by 150 and
          200 participants
         Featured keynote and
          concurrent sessions
         Networking of
          participants across
          the food system
     Conference Evaluations
         Demonstrated:
 Participants had a better understanding of
  local food system opportunities
 Participants understood the mission of
  FSEP as an organization and the work it is
  trying to accomplish.
“The FSEP Conference is a great example
  of how government sparks private sector
  entrepreneurship which should be pointed
  out to those who think government should
  shrink and lower taxes. Our taxes have
  helped FSEP happen. This should be
  made clear to all participants. I am
  actually willing to pay for taxes to promote
  FSEP and similar initiatives.”
                FSEP Conference Participant
     FSEP Perspectives from
       Local Stakeholders
 “Monroe County   certainly received more
 than we expected from our investment in
 FSEP.” Charles Londo, Monroe County Administrator

 “FSEP is a compelling story, a necessary
 and vital one that needs to succeed to
 address the dilemma and opportunities of
 farming, farms and farmers in our region.”
 Wayne Say, 208 Group, Ann Arbor
 “Iam excited about FSEP. It’s creating
  opportunities for my children to continue
  farming.” Jeff Horning, Dairy Farmer

 “What amazes    me is the ability of FSEP to
  bring people from different places together
  to work together despite obstacles. The
  key is regionalism.” Susan Cocciarelli, MSU C.S.
  Mott Group
              To learn more:
Visit our web site at:
www.fsepmichigan.org

				
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