Economic Development Listening Sessions: Opportunities and Barriers for Colorado Producers to Reach Colorado Markets Fall 2012

I. Background
Intent and Goals of Economic Development Listening Sessions
In an effort to learn more about specific economic development opportunities and needs for food production in various regions of Colorado, the economic development subcommittee hosted a series of listening sessions during 2011 and 2012. The intention of these listening opportunities was to hear from farmers, ranchers, food processors, and agriculture support groups about various business models and market strategies that could open new or strengthen existing markets in Colorado. Specifically, the council heard about: What is working and what isnt in the area? What challenges are faced when trying to access local markets? Are there apparent solutions?

The information gathered at these listening sessions was used to develop local food recommendations that promote the building of robust, resilient, and long-term local food economies, pursuant to the mission and purposes of COFSAC. A methodology is available in the appendix.

II.Summary of Events, Locations, and Participants

Over the course of two years, the economic development subcommittee hosted seven events. Some of these events were independent and some were held as part of a bigger conference or annual meeting. The events are as follows: Summer Tour of Uncompahgre Valley and Arkansas Valley, August 2011 Economic Development Summit in Pueblo, December 2011 A break out session during the Governors Agriculture Forum, February 2012 A break out session during the Colorado Farmers Market Associations Annual Meeting, March, 2012 Urban Agriculture Listening Session in Denver, May 2012 Food Safety Round Table in Loveland, June 2012 A break out session during the Colorado Farm Bureaus Mid-Summer Meeting in Grand Junction, July 2012

Listening sessions were specifically targeted towards producers, producer support groups, and government officials. The urban agriculture listening session mostly included small, specialty crop producers in Denver and Boulder. Farmers market managers and niche market producers attended the Colorado Farmers Market Association break out session. The rest of the sessions were attended by a diverse set of stakeholders.

ECONOMIC DEVELOPMENT LISTENING SESSIONS SUMMARY

III. Summary of Listening Sessions

The listening sessions were designed to provide subcommittee members an opportunity to hear directly from farmers, ranchers, food processors, and agriculture support groups about various business models and market strategies that could potentially open new or strengthen existing markets within the state. Following the events, the economic development subcommittee prioritized the following findings: Food Safety Producers expressed concern about the appropriate measures needed to meet food safety requirements, especially given differences in regulation across various jurisdictions. Producers reported that this maze of requirements and the difficulty in sorting them out effectively creates a barrier to enter into markets. They believe that the increased availability of and access to producer-focused education could better enable them to understand these requirements and encourage more movement into direct Colorado markets. They also believe that increased consumer education and outreach efforts on food safety issues would further enhance everyones understanding of food safety. Market Access Across all regions, business types, and listening sessions, the subcommittee heard a need for increased access to new and existing Colorado markets. Discrepancies between where food products are produced (typically rural areas) and where food products are purchased in great quantities (urban, city centers) require efficient and effective marketing channels that cater to regional producers and regional markets. As producers are able to better access these markets, more markets will need to develop in order to facilitate continued growth and business development. Furthermore, the gap between common producer risk management practices and institutional risk management requirements needs to be addressed in order to make institutional markets more accessible. Food and Farming Business Development In order to accommodate an aging farming population, additional investments in beginning food and farming business development and education are needed. These education efforts should focus on business planning in order to facilitate sustainable businesses and develop producers ability to apply for financial assistance. Growers, value-added producers, and agriculture support organizations expressed great concern about liability insurance in terms of access and affordability. The concern has been heightened by Colorados new cottage food industry legislation. Additional technical assistance and support for grant and loan applications are also widely requested. A summary table of additional findings is available in the appendices.

ECONOMIC DEVELOPMENT LISTENING SESSIONS SUMMARY

IV. Recommendations
Potential Opportunities for COFSAC Action in Key Priority Areas
The ideas listed below will be presented to the entire Colorado Food Systems Advisory Council for discussion. These are summary ideas of the most pressing needs and opportunities heard by the Economic Development Subcommittee. These will be refined and improved upon through on-going discussion with the entire Council as well as other partners. Make Recommendations on Identified Needs to the Governors Office and State Legislature: Standardize agriculture and food processing related food safety regulations across counties in order to reduce barriers of entry to new markets by producers. In particular, suburban and rural producers indicate difficulties with accessing urban and metro markets due to additional food safety regulations in some counties. Continue support for and expansion of the Department of Agricultures Colorado Proud marketing program. Many Colorado products do not carry the Colorado Proud label and many markets and stores do not correctly display Colorado Proud signs and labels. Growers are interested in having a Colorado Grown designation in addition to the general Colorado Proud label. Continue support for and expansion of EBT infrastructure at farmers market. Continue support for and expansion of Colorado Beginning Farmers Program. Market Access: Disseminate and promote Rocky Mountain Farmers Union and other known cooperative development models to COFSACs contacts in local and regional coalitions in order to encourage co-operative marketing and distribution Food and Farming Business Development: Recommend that USDA, CSU-Extension, and other farm and ranch organizations offer and advertise application assistance for financial resources Direct stakeholders to relevant food systems resources from the COFSAC website (i.e., develop a simple resources page to direct viewers to resources such as LiveWell Food Systems Toolbox, RMFU Co-op Development Center, CO MarketMaker, CO Proud, CO Farm to Market, etc)

ECONOMIC DEVELOPMENT LISTENING SESSIONS SUMMARY

Additional Identified Needs and Potential Action Items for Partners and Stakeholders
The needs and opportunities listed below reflect feedback gathered throughout all of the Economic Development Subcommittees listening sessions. These ideas have simply been summarized and are not prioritized in any way. These ideas will be discussed in more depth with the entire Colorado Food Systems Advisory Council and will be refined and improved upon before any additional recommendations or reporting is made. The Council will continue to discuss how to share these ideas with key partners and potential implementers. Food Safety Primary Objective Potential Actions Create and disseminate factsheets for specific audiences Develop and host food safety training webinars that are recorded and available online Disseminate existing information Develop standard consumer education materials for all educating organizations Send kids home from school with info/flyers in English/Spanish Find discrepancies and present to relevant public health departments Determine if discrepancies are due to misinformation, misinterpretation or additional requirements imposed locally. Potential Lead Implementers CDA, CSU, farm and ranch organizations CDPHE, CDA, farm and ranch organizations, Center for Food Safety Access more farmers through groups like National Young Farmers Coalition or other membership organizations CDA, CSU, CFMA, CDPHE, Center for Food Safety, county public health departments Government agencies, schools CDPHE, CDA, CSU, CFMA, county public health departments Farm organizations, CDA, CSU Extension, CFMA, CDPHE and local/county health departments

Increase availability of and access to producer-based education

Increase consumer education and outreach efforts Address discrepancies in regulations across counties which present barriers to producers

ECONOMIC DEVELOPMENT LISTENING SESSIONS SUMMARY

Market Access Potential Actions Find food deserts and open markets Educate existing and potential producers on what consumers expect, including individuals, institutions, restaurants, etc. Facilitate Big, celebrated farm to school development of new push markets Develop cooperative distribution channels Disseminate models on how to deliver produce from small producers to natural food stores, alternatives to UNFI Work with grocers to create local food sections. Use Colorado Proud labeling. Work with institutional buyers to promote Facilitate development of new Colorado products. marketing channels Promote food hub models Local or CO grown food labeling Reduce gap between producer risk management practices and institutional risk management requirements Primary Objective Potential Lead Implementers CFMA, community foundations and organizations Farm organizations, representatives of consumers, institutional buyers, restaurants, etc. CO FTS Task Force RMFU Co-op Development Center

CSU-Ext, CDA, Farm and ranch organizations

Farm and ranch organizations, CDA, CSU-Ext, grocers assn. and institutional buyers. Real Food Colorado USDA, CDA, CSU, Farm and ranch organizations, grocers assn.

Work with both parties to identify what the gaps are and bring sides together to see what the most effective and efficient way is to address the issues.

Farm and ranch organizations, CDA, CSU-Ext, Real Food Colorado, institutions, and grocers

ECONOMIC DEVELOPMENT LISTENING SESSIONS SUMMARY

Food & Farming Business Development Primary Objective Potential Actions Make sheet to let them know where to find information Work with CSU Extension and local educational institutions (community colleges where available, high schools where not) to provide courses and workshops are available Develop Land Link programs statewide instruction and classes Extension webinars, live and then make recordings available, Q&A on different themes, Cornell does this: http://nebeginningfarmers.org/traine rs/ Expand geographic reach of CSUs Beginning Farmers Program Facilitate access to and affordability of liability insurance for producers Provide technical assistance to support grant and loan applications Work with insurance companies to provide a product designed specifically for local producers. Look at different kinds of business structures to reduce liability. Provide training to people (CSU-Ext if willing) so they can provide one on one or group training. Also USDA and RMFU through their CO-OP Center. Develop public database of successful grant/loan applications

Potential Lead Implementers CDA, FSA, Government and Private agencies CSU extension, Colorado Community College System, Farm Organizations

Support and increase beginning farmers business planning education

David Lynch at Guidestone, CSU Connect with organizations like National Young Farmers Coalition to disseminate information (they are working to develop a Colorado chapter) CSU extension, Dept. of Ag, organizations and commodities groups Farm organizations and their insurance companies and legal staffs.

RMFU through their USDA Cooperative Development Grant, CSU Extension and USDA. CSU-Ext

V.Appendices
A. Format of Listening Sessions
All listening session attendees were asked to individually answer a series of questions in writing before the start of each session. These questions are as follows:

ECONOMIC DEVELOPMENT LISTENING SESSIONS SUMMARY

1. Do you currently sell into Colorado-based direct markets? If so, what are some of your primary direct markets? 2. What does/what would motivate growers and value-added producers to engage in Colorado based markets? What are the barriers that prevent growers and value-added producers from engaging in Colorado based markets? 3. What technical assistance or other resources would help growers and value-added producers engage in Colorado based markets? 4. Anything else you would like to add? 5. Would you like to be added to the COFSAC mailing list? You will receive event invitations, quarterly updates, and summary reports. Written responses were collected and compiled. Each listening session started with a presentation including basic background of COFSAC and the specific mission of the economic development subcommittee. After the presentation, attendees were encouraged to engage in a group discussion around the questions outlined above. Comprehensive notes were taken and integrated into summary reports alongside individual, written responses. Reports were disseminated to subcommittee members and findings were discussed and added to the inventory (see next appendix).

B. Inventory of All Findings

COFSAC Economic Development Listening Sessions Items/Priorities/Needs that COFSAC Heard (What does Colorado agriculture need in order to increase viability, resiliency, economic sustainability?) Education/Technical Assistance Pricing support- real costs of inputs, other market prices, etc. Expand and support CSU-Ext direct market price reports Support Agriculture and Business Management services through CSU-Ext Develop and promote training guides which promote new market access, e.g., how to meet, approach and sell to restaurants or small retailers Host "tradeshows/meet and greets" to connect producers to new buyers Continue to grow and support Colorado Proud, Know Your Event Item was Heard At (See Key Below) 1 2 3 4 5 6 7 Actionable Items, Work plan, Project Ideas for You and Your Organization (These ideas were generated by WPM Consulting staff and are not intended to be inclusive or binding)

Marketing and market access support

ECONOMIC DEVELOPMENT LISTENING SESSIONS SUMMARY

Clarity on food safety rules and regulations that run the whole spectrum- farm field to value added processing to distribution to sale

Promote and support value added processing of Colorado products

Financing and insurance assistance and support

Market management support and assistance Increase capacity for EBT infrastructure at Farmers' Markets Increase outreach to food assistance clients about local markets Consumer education on value of local purchasing and food safety handling Support beginning farmer education, business development training x

Farmer Know Your Food, Buy Fresh Buy Local campaigns Develop Colorado Proud farmers markets and local retailing standards Develop media and marketing materials promoting the economic and health effects of local and regional purchasing Develop size and industry specific guides for start-up food related businesses Increase availability of food safety trainings and safe handling education through on-demand resources such as stored webinars and training modules Consolidate regulation information and education resources, develop a "one stop, how-to" for food safety issues thats internet based Inventory and promote existing community kitchens Develop regional food hubs for processing, packing, and shipping Develop joint use of institutional kitchen models Consolidate and promote funding opportunities, creating a "one stop" location for all current grants and other funding Evaluation tools to help managers assess the risk associated with vendors (how to read food safety plans, various types of adequate insurance coverages, proper training.education needed, etc.) Build upon and expand RMFU's program to loan EBT machines to vendors Cross promote farmers markets and food assistance programs with State and County Human Services, CSU-Ext Prepare easy to read materials for farmers to pass out at market access points Continue Colorado Building Farmers classes and mentorships, support expansion of program into other areas

ECONOMIC DEVELOPMENT LISTENING SESSIONS SUMMARY

Connect new farmers to agricultural land

Increase access to resources for program development Lack of qualified, specialized extension agents Regulatory/Policy

Develop a guide discussion the potential barriers and opportunities for land transfer in various local policy environments Support networking opportunities which connect retiring farmers and new farmers Support the public acquisition of good agriculture land for leasing to local farmers Increase technical assistance and support for grant writing Develop funding guide to inform financial searchers x Develop local sourcing preferences and policies Develop and support land use policies that protect agriculture Develop and support water use policies that protect agriculture Require that conservation easements keep land and water together Provide tax incentives for development of regional food and agriculture infrastructure Require local economic impact reporting for institutional purchasers using state and federal monies Shorter application and on the website Develop and size specific regulations that protect consumers while enabling cottage industry development Gather stakeholders to bring inconsistencies to light and, using effective models across the state, develop a common template for food safety regulations Overhaul H-2A temporary agriculture labor program to increase usability by producers Provide tax incentives for community processing facilities

Support economic viability of local/regional agriculture and direct markets by (increase the competitive edge of local and regional producers)

Simplify food assistance application process Balance food safety regulations and cottage food industry development Consistent food safety regulations across geographic regions Increase access to labor markets Promote value added processing of Colorado's x x x x x x

x x

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agricultural products

Provide financial resources (e.g., shift funders focus on capital grants; advocate for tax incentives) for community processing facilities

Research/Assessment What role does transportation play in regional food security? How can we insure the rural communities have adequate access to food? Understand costs and benefits of leasing public lands to agriculture Understand the market impact of subsidized programs on unsubsidized direct markets Supporting on-farm research for multi-crop systems which incorporate energy efficiencies, nutrient cycling, and direct marketing

x Seek out researchers from nearby universities to build on established research and disseminate information (this may include direct studies with current farms, with the researchers potentially consulting and advising) Initiate studies on farmers markets and other clearly defined retailers to assess annual revenue and financial benefits to participating farmers Enhance research of the opportunity and feasibility of such infrastructure Determine best crop and livestock varieties for Colorado's microclimates

Understanding the return on investment of local and regional food related industries

Optimize production capacity in Colorado

Private Market Opportunities Transportation and distribution systems USDA inspected meat processing facility Commercial kitchens Processing and packaging facilities Season extension services and equipment Local food hubs

x x x x x x

x x

x x x x

x x

x x

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Small scale institutionsfinancing, marketing, insurance

Consolidation and concentration of markets

Liability coverage for cottage industries/home kitchens Sliding scale insurance rates for small vendors and farmers markets Farmers market cooperatives which reduce the burden of individual producers to go to many markets

Programming Connection and communication amongst x regional groups and to state groups 1- Summer Tour 2011 2- ED Summit in Pueblo 2011 3- Governor's Ag Forum 2012 4- CFMA Annual Meeting 2012 5- Urban Ag Listening Session 2012 6- Food Safety Roundtable 2012 7- Colorado Farm Bureau Mid Summer Meeting 2012

Share successful models- in person and in writing

C. Individual Event Summary Reports

Public summary reports can be downloaded from the COFSAC website: http://www.cofoodsystemscouncil.org/event-summaries-and-reports.html

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