BRINGING IT ALL TO THE TABLE

The State of Food & Eating in Yamhill County

The findings of the Consumer & Farmer Surveys, collected May 2012January 2013 by

Nourish Yamhill Valley

Compiled by Beth Satterwhite Food Collaborative Research Coordinator

Nourish Yamhill Valley

Nourish Yamhill Valley is a community collaborative effort seeking to create a holistic, equitable, and resilient food system in Yamhill County that improves food security and addresses healthy eating habits for all households. We believe this will lead to a stronger local economy and community.

BRINGING IT ALL TO THE TABLE

The State of Food & Eating in Yamhill County
Background Yamhill County is in a unique situation: blessed with rich farmland and home to many productive farms, while also experiencing significant amounts of food insecurity and hunger. This juxtaposition of facts has brought together a diverse collaborative effort, Nourish Yamhill Valley, to investigate and take action to improve the local food system. The first step toward that goal is to understand where things stand today through a food system assessment process. The Nourish Yamhill Valley assessment included a Consumer Survey and Farmer Survey, as well as a series of community meetings in which county residents were brought together to discuss the assets, gaps, and opportunities in the local food system. This report encapsulates the findings from the survey portion of the assessment. The notes from the community meetings series are all available on our website, www.nourishyamhillvalley.org. Methodology Both surveys were conducted between May 18th, 2012 and January 31st, 2013. Online and paper formats of the Consumer Survey were made available to community members through a range of outlets including: the Nourish Yamhill Valley website and Facebook page (online); the McMinnville & Newberg Farmers Markets, local food pantries & soup kitchens who are a part of the Yamhill Community Action Partnership (YCAP) Regional Food Bank network, the McMinnville Virginia Garcia Memorial Health Center, the McMinnville Public Library, local Rotary meetings, and various events including Nourish Yamhill Valley community meetings series & food-related events such as the Yamhill County Historical Society Harvest Festival. Word about the Consumer Survey was spread through collaborative member organizations, word of mouth, local newspapers, various email newsletters, and online sharing via social media. 693 surveys were collected in total, including just over 300 collected at local food pantries & soup kitchens, 40 collected at Farmers Markets and 25 Spanish language surveys.

Nourish Yamhill Valley

FOOD HAS THE POWER TO CHANGE OUR COMMUNITY

BRINGING IT ALL TO THE TABLE

The State of Food & Eating in Yamhill County
Word was spread about the Farmer Survey through collaborative member organizations, word of mouth, advertising in local newspapers and various newsletters, and online sharing via social media. Note: Survey sample size is insufficient for statistically valid data & findings. The findings noted in this report are only anecdotal.

Consumer Surveys at-a-glance: 693 surveys collected

298 online, 395 paper copies
310 collected at food pantries & soup kitchens 40 collected at Farmers Markets 25 Spanish language surveys collected *383 = the statistically valid sample size for the survey,
given a Yamhill County population of 100,000 (2011 US Census)

Farmer survey at-a-glance:

36 surveys collected
7 paper copies, 29 online
*325 = the statistically valid sample size for
the survey, given the number of farms in Yamhill County, 2115 (2010 USDA Ag Census)

Nourish Yamhill Valley

FOOD HAS THE POWER TO CHANGE OUR COMMUNITY

BRINGING IT ALL TO THE TABLE

The State of Food & Eating in Yamhill County

CONSUMER SURVEY FINDINGS

The Consumer Survey set out to understand Yamhill County food consumers habits and preferences when purchasing food. Participants were asked about their priorities when buying food, if they purchased local food, what local meant to them, what challenges they faced when buying local food, where they buy the majority of their food, if they grow any of their own, and how often meals are prepared at home. Additionally, participants were also asked what would you like to see in your community? A menu of potential projects & initiatives was offered to them, and they rated each on what they felt would be most useful. A note Our survey sample is likely skewed slightly toward the low income population in Yamhill County, with more than 300 surveys in the sample coming from local food pantries and soup kitchens. Are Yamhill County Residents Buying Local Food? The short answer is yes! 69% of respondents indicated that they do purchase local food. Of the remaining 31%, it was a fairly even split among respondents between No (15%) and Im not sure (16%). In addition, some individuals who responded No went on to indicate that they do buy local food, but very rarely due to the challenges of cost & access.

Nourish Yamhill Valley

FOOD HAS THE POWER TO CHANGE OUR COMMUNITY

BRINGING IT ALL TO THE TABLE

The State of Food & Eating in Yamhill County
What are Yamhill County Residents Priorities when Purchasing Food? The Nourish Yamhill Valley Consumer Survey found that while cost is a high priority among the majority of respondents, other factors are influencing food choices, including: health, freshness, quality, and if the food is local.

PRIORITY 1:
Cost

PRIORITY 2:
Cost

28.4%

27.9%

Specific items15.4% Freshness8.8% Quality7.6% Local7.7% Healthy7.1%

Specific items17.6% Quality9.4% Local7.5% Healthy7.2% Freshness6.0%

The Value & Cost of Buying Local Food The survey indicates that there is a strong understanding of why buying local is important and valuable among Yamhill County residents, but the cost (or perceived cost) of locally grown food remains a challenge. A majority of respondents indicated that they buy local food when they are able. Some respondents indicated that they purchase local food purely on its own merit, with 15.6% of respondents stating that they buy them regardless of the cost. The impact of cost on individuals ability to purchase local food is significant, and was indicated repeatedly by survey respondents answers to the questions What does local food mean to you? and Why do you buy local food? including:

[Local means] fresh food I cant afford. I support it as much as is feasible for me. Depends on the price.

Nourish Yamhill Valley

FOOD HAS THE POWER TO CHANGE OUR COMMUNITY

BRINGING IT ALL TO THE TABLE

The State of Food & Eating in Yamhill County
However, there is also a strong understanding of the value of buying local food, as indicated by these responses to the same two questions:

Local food is important to me because it helps farmers/local businesses and is better quality than produce from outside the Willamette Valley or NW. Unfortunately, local foods are generally more expensive.

Its very important for us to have local food. I would pay an extra dollar for something made here. I pay the premium now with the hope that local food will become more feasible in the future.

Also indicated in the responses above, among others, is a willingness among some respondents to pay the higher prices now, with the belief that down the line, those prices will moderate and local food will become more accessible and affordable to all. What Local Food Means & Why People Buy It

What does local food mean to you?

47% grown locally 18% close to home
(& other responses indicating a sense of place)

Respondents widely agreed that local food is defined as food that is grown within a geographic area centered on their home. Sometimes the boundaries of that area are determined by miles/distance, and other times by county/state lines. Commonly used geographic markers included Yamhill and surrounding counties, Oregon and Washington, and the Pacific Northwest. It is worth noting too that these definitions started from a center (ex: Yamhill County or my home) and radiated outward (ex: the Willamette Valley, then the state, then the region).

16% distance/miles
(ex: 50 miles, 100 miles, driving distance)

13% from Yamhill County 13% from Oregon

Nourish Yamhill Valley

FOOD HAS THE POWER TO CHANGE OUR COMMUNITY

BRINGING IT ALL TO THE TABLE

The State of Food & Eating in Yamhill County
A strong link was made between local food and community in the survey responses, indicating a sense of connectedness is a defining feature of local food as compared to food more generally. Some examples of this connection include:

Why do you buy local food?

42% because its fresh 23% supports local farmers 13% the community
(ex: supports the community, sense of pride, because Im a part of it, self sufficiency)

Local is finding/sourcing your food from (your) community. Local means that people around me are growing it, a strong community base, a healthy and happy city.

[Local means] to feel connected to the food. To know its story and to feel some connection to that story.

13% supports local economy 13% tastes better

Barriers to Buying Local Food While many of our respondents replied Yes to the do you buy local food question, 31% responded either No or Im not sure. These respondents were then asked to identify what their barriers are to buying local food. It is interesting to note that respondents were asked to check all of the responses that appliedthe average number of responses per individual was 1.6, indicating that food access is a complex issue for most individuals. The chart to the right gives you an idea of the various challenges faced by individuals when trying to find and purchase local foods.

Nourish Yamhill Valley

FOOD HAS THE POWER TO CHANGE OUR COMMUNITY

BRINGING IT ALL TO THE TABLE

The State of Food & Eating in Yamhill County
Growing Food & Cooking at Home This survey indicates that it is quite common for Yamhill County residents to grow some of their own food (57%), and even more common for a large proportion of their meals to be prepared at home (more than half41%, and all45%). Responses to the question do you grow/harvest any of your own food? showed a divide between those who dont but want to learn how, and those who are not interested in growing their own food. It is worth noting that among the 26% who said they arent interested in learning how, many lived in apartments or other locations where they couldnt grow food, and others mentioned physical disabilities or other challenges that prevented them from doing so. In response to how many meals are prepared at home, it is interesting to notice that it is common for the majority of meals to be prepared at home. We also asked respondents to list any challenges they faced cooking at home. Responses included: lack of time (23%), lack of or running out of food (8%), and lack of variety and inspiration when cooking (7%).

Nourish Yamhill Valley

FOOD HAS THE POWER TO CHANGE OUR COMMUNITY

BRINGING IT ALL TO THE TABLE

The State of Food & Eating in Yamhill County
What Do You Want To See in Your Community? The responses to this section offer wonderful insight for the whats next question for our local food system. Respondents were asked to rate the options listed at the right, from Not Important to Very Important. Here you can see the Very Important votes for each concept. Throughout the survey, and re-iterated in this final question, is a concern with health, education, and food. This is neatly wrapped up in the idea of more local fresh food in schools, the top ranking idea/potential project. The Take Away Yamhill County is a community rich in agricultural resources that values community, connection, and local food. There is a relatively widespread understanding that local food is socially, economically, and culturally valuable. Many residents are choosing to buy local food because it is fresh, they feel a connection to it, and it supports their local farmers & community. For many other residents, however, local food remains expensive and relatively inaccessible. Moving forward, there is strong interest among respondents in making local food more accessible through stores and schools, as well as support for SNAP at Farmers Markets. Other projects of interest include community gardens, various classes, a co-op, and a local food guide.

Very Important
More local fresh food in schools Fresh local foods in stores SNAP/WIC accepted at Farmers Markets Garden plots/community gardens Gardening classes A co-op or buying club Meal planning or food budgeting classes Cooking or food preservation classes A local food guide A farmer training program A food business training program Specialty grocers

70% 63% 50% 47% 31% 30% 28% 27% 27% 24% 21% 21%

Nourish Yamhill Valley

FOOD HAS THE POWER TO CHANGE OUR COMMUNITY

BRINGING IT ALL TO THE TABLE

The State of Food & Eating in Yamhill County NOTES FROM THE FARMER SURVEY
We had some difficulty collecting responses for this survey, leaving our sample size too small for statistically relevant findings. The notes below are only anecdotal, but still offer some insight into the challenges and opportunities some local farmers face. Interesting Anecdotes

For the most part, farms marketing product locally are struggling with financial viability. This is hampering their efforts to market effectively, expand/scale up, and/or diversify production. Many respondents stated that they were unable to move their business forward as they would like because the financial risk was too great, and there was no guarantee on return.

First generation & start up farms face particularly big financial challenges. Longer-established farms are generally doing better, but many still arent branching out much due to financial risk.

There is a strong desire among local, direct-market farms to learn more, try new things, and to create a strong local farmer network.

Several comments indicated that farmers lack assurance that the market for their products does in fact exist. If they knew it did, they might take the leap into a new product, diversification, value-added goods, etc., based on consumer interest and demand.

Nearly all respondents indicated they would like there to be more networking and cooperation among small local farms. Nearly all respondents indicated that a more informed and larger customer base would help their businesses be more viable.

The Take Away There are farmers who are growing and marketing their products locally in Yamhill County. However, they are struggling to remain viable and need a stronger customer base, along with financial assistance & improved networking, to strengthen their businesses and ensure that they can continue to provide food to the community.

Nourish Yamhill Valley

FOOD HAS THE POWER TO CHANGE OUR COMMUNITY

BRINGING IT ALL TO THE TABLE

The State of Food & Eating in Yamhill County

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Nourish Yamhill Valley

FOOD HAS THE POWER TO CHANGE OUR COMMUNITY