David S. Conner

Consumer demand for local produce at extended season farmers' markets: guiding farmer marketing strategies

Locally grown food is gaining popularity and increasing its prevalence holds potential for broad social, economic and environmental benefits. Season extension technologies such as hoop houses offer a solution to limited growing seasons, a major constraint in many areas, enhancing efforts to supply locally grown food. This paper discusses research conducted at three Michigan farmers’ markets, locations where Michigan farmers utilizing hoop houses currently sell their produce. The research measures consumers’ willingness to buy local produce at extended season markets using a set of four complementary methods: dot poster surveys, written surveys, focus groups and experimental auctions. Building upon prior research on attributes that create value for local foods (spatial proximity, food quality and relationships between farmers and consumers), our results inform farmers’ choice of marketing mix. We find consumers willing to pay a premium for large quantities of locally grown produce, with many placing highest value on products grown in Michigan. We conclude that extended season farmers’ markets supplied by hoop house grown produce create an opportunity for farm viability and further development of the market for locally grown food.

The Food System as an Economic Driver: Strategies and Applications for Michigan

ABSTRACT Transition to a more local, sustainable food system has the potential to help address many chronic problems facing communities across the country. We present results of an input-output analysis for Michigan measuring income and job impacts of a scenario in which residents meet USDA fruit and vegetable consumption guidelines by eating more seasonally available Michigan grown fresh produce. Our study finds that almost 2000 jobs and 

Mapping Farm-to-School Networks Implications for Research and Practice

200 million in new income would be created. We relate this to initiatives on the state, regional, and community level engaging broad stakeholder groups and creating opportunity for increased access to locally grown foods.

Social Cognitive Theory as a Framework for Considering Farm to School Programming

In this article, the contemporary Farm-to-School movement is described as a system comprised of discrete actors operating at varying levels of geographic scale, social sector, and network function. Drawing on a literature review and case study research, the authors present and analyze a Farm-to-School network in Vermont as a series of relationships between network actors predicated on the flow of financial resources, whole and processed foods, information, and regulatory authority. Furthermore, the utility for using this map to critically examine the leverage points that may drive positive change within and across the system is discussed.

Sustainable School Food Procurement in Large K–12 Districts: Prospects for Value Chain Partnerships

BACKGROUND Farm to School (FTS) programs are designed, in part, to improve childhood health and nutrition and may be implemented as a strategy to prevent childhood obesity. FTS programs have largely emerged out of grassroots efforts, and theory has not explicitly guided program development or implementation. This research considers the effectiveness of social cognitive theory (SCT) as a framework for FTS programming. METHODS In 2010, a survey was administered to 632 elementary schoolchildren in Vermont. Six indices were developed from 46 variables that measured personal characteristics and experiences with regard to fruits and vegetables, as described in the SCT. RESULTS These indices were the basis for cluster analysis, which identified three distinct clusters. Bivariate analysis showed significant differences among the clusters in the children’s likelihood of meeting the Dietary Guidelines for Americans (DGA). The significant differences observed among the clusters suggest that SCT is an appropriate framework within which FTS interventions may be considered. CONCLUSIONS The findings show that there are distinct food-related attitudes and behaviors that differ widely by the SCT informed clusters and that can be used to inform FTS programs.

Consumer Preferences for Organic Standards: Does the Final Rule Reflect Them?

Many scholars and activists are interested in the potential for school-based childhood nutrition programs to positively impact the U.S. agri-food system. This paper explores efforts of a national K-12 school food collaborative to procure more sustainably grown and healthful food products. After a review of literature on transaction cost theory and school food procurement, the paper examines the potential of strategic partnerships in a value chain framework to meet procurement change goals. Results from a qualitative study of two participating school districts suggest that partnerships can offer potential solutions to recurring procurement barriers found in previous research.

Prospects for More Healthful, Local, and Sustainably Produced Food in School Meals

ABSTRACT This paper compares the USDA National Organic Program Final Rule with consumer preferences. Results of a survey administered to a group of current consumers of organic food indicate that most consumers prefer the stricter version of standards and will pay to avoid the “Big 3” (Genetically Modified Organisms, Municipal Sewage Sludge (a.k.a., Biosolids) and Irradiation) in organic food. Welfare impacts of the Rule are measured. Regression results suggest those most willing to pay to avoid the Big 3. Implications of these results for public policy and private firm strategy are discussed.

Food System Makers: Motivational Frames for Catalyzing Agri-Food Development through Multi-Stakeholder Collaboration

The problem of serving more healthful, local, and sustainably grown foods in school meals has many elements of a “wicked problem” and therefore an engaged, participatory approach is essential. This article discusses efforts by a national farm-to-school project, School Food FOCUS, and its efforts to engage school districts in participatory supply chain research. It describes the methods, activities, and findings of the project and its initial impacts on changes in procurement practices and food availability. It concludes with overarching observations on the efficacy of this approach, key lessons learned, and future plans for the project.

Farmer perspectives of Farm to Institution in Michigan: 2012 survey results of vegetable farmers

Multi-stakeholder partnerships are indispensable in the tool kit of community economic developers. In this paper, we examine the role of multi-stakeholder collaboration as a tool for renewing agriculture by using evidence from the Food System Economic Partnership (FSEP) in Michigan. FSEP represents a unique partnership of diverse - and in many cases, historically antagonistic - stakeholders from local government and universities, agri-business, and civil society. We present individual motivations of actors involved in this multi-stakeholder collaboration and their aspirations for agriculture as well as the collaborative experience. Using interview data from the partnerships leadership team, we examine the ways in which stakeholders frame their support for and involvement in food system collaboration. We identify two frames that explain motivation for participation in FSEP: agrarian fundamentalism and civic agriculture. These frames provide a look at how meaning is constructed around food system collaboration and informs future opportunities for sustainable community and economic development through cooperation. We conclude by identifying future directions for improvement of FSEP.

Stacking Beliefs and Participation in Alternative Food Systems

Local food purchasing programs at institutions such as K-12 schools, colleges and hospitals offer benefits including supporting farms and local economies, encouraging more healthful eating habits of patrons and fostering closer connections between farmers and consumers. Increasing in number and expanding in breadth, Farm to Institution (FTI) markets are promising outlets that may fulfill social and economic motivations for farmers. However, significant challenges and barriers have kept many from participating; farmers interested in this market will incur transaction costs, with high negotiation costs in particular due to product differentiation (in this case, by provenance) and less established markets and terms. Researchers have just begun to study farmers’ perspectives on FTI and, to date, have primarily done so through convenience sampling. By utilizing a representative farmer sample, this study provides a major contribution to FTI research. This survey study was designed to better understand Michigan vegetable farmers’ interest and willingness to participate in institutional markets and to identify perceived barriers and opportunities. Michigan is an ideal location for this research as it boasts one of the most diverse sets of agricultural crops in the US, has an economy highly reliant on the food and agriculture industry and has thriving FTI activity with extensive, ongoing outreach, education and research. Results of this survey study showed that half (50%) of the respondents ( n = 311) reported interest in selling to at least one institution type (of K-12 schools, colleges and hospitals), but only a small percentage (7%) had yet sold produce to institutions. The most frequently reported motivators to sell to institutions were supplying healthy foods to customers (77%), fair, steady prices (77%) and supplying local food to consumers (76%), indicating that farmers’ motivations are largely based in social values. Smaller scale farmers (less than 25 acres) were significantly less likely to rate economic factors and help in meeting logistical challenges as important, which suggests that they see more potential social value in FTI markets while larger farmers will seek to minimize their transaction costs related to this market. This research can inform the development of scale-appropriate farmer education to foster this market opportunity and its contribution to regional food system development. As demand for local food increases, it is critical to further examine the viability of FTI markets and continue to understand the opportunities and challenges to farmers of different types and scales to participate.