-
Identifier
-
CO-CSA Continuation Planning, Guide for Coaches
-
Title
-
Cost-offset CSA Continuation Planning for Farmers: A guide for Regional Coaches
-
Date
-
2018
-
Description
-
A workbook developed for the Farm Fresh Foods for Healthy Kids study funded by National Institute of Food and Agriculture, USDA, under award number 2015-68001-23230. The Guide includes tools to help producers find funding, make logistical decisions about share sizes, flexible payment plans, use of SNAP/EBT benefits, and pickup locations that meet customer needs; and conduct outreach to market their CSA to low-resource populations. Included are a list of online resources.
-
Creator
-
Marilyn H. Sitaker
-
extracted text
-
COST-OFFSET CONTINUATION
PLANNING FOR FARMERS
A GUIDE FOR REGIONAL COACHES
Cost-Offset Continuation Planning for Farmers
CO-CSA Continuation Planning: A Guide for Regional Coaches is part of a research study led by Dr. Rebecca
Segun in the Division of Nutritional Sciences at Cornell University, and implemented through a collaboration
between University of North Carolina at Chapel Hill (Dr. Alice Ammerman), East Carolina University (Dr.
Stephanie Jilcott Pitts), The Evergreen State College (Marilyn Sitaker), University of Vermont (Dr. Jane
Kolodinsky), and Cornell University (Dr. Karla Hanson). The study is funded by the Agriculture and Food
Research Initiative Competitive Grant Number 2015-68001-23230, from the USDA National Institute of Food
and Agriculture. ClinicalTrials.Gov Identifier: NCT02770196.
1|P a g e
Cost-Offset Continuation Planning for Farmers
TABLE OF CONTENTS
Project Summary........................................................................................................................................... 4
Planning for Sustainability ........................................................................................................................ 4
Continuation Planning Sessions: ................................................................................................................... 5
Preparation ............................................................................................................................................... 5
Planning Sessions ...................................................................................................................................... 6
Worksheets ................................................................................................................................................... 7
1.
Articulating Values, Motivation, Risks and Vision............................................................................. 7
Worksheet 1: Values and Vision ........................................................................................................... 7
2.
Identifying CO-CSA Funding Sources................................................................................................. 8
Worksheet 2a: Preferences for Funding CO-CSAs ............................................................................... 8
Worksheet 2b. CO-CSA funding strategies to try in the 2018 Season .................................................. 9
3.
Setting funding targets.................................................................................................................... 10
Worksheet 3a. CO-CSA Price and CO, based on various Scenarios .................................................... 10
Worksheet 3b. Number of CO-CSA participants for 2018 .................................................................. 12
Worksheet 3c. CO-CSA Funding Target ............................................................................................... 13
Worksheet 3d. CO-CSA Funding Target by Source ............................................................................. 13
What to do if you have more interested people than funding for the CO-CSA? ................................ 14
4.
Marketing to Low-Income Customers ............................................................................................ 14
Worksheet 4a. Information about local low-income families ............................................................ 15
Worksheet 4b CO-CSA Logistics .......................................................................................................... 16
5. Strategies for Outreach ....................................................................................................................... 18
Worksheet 5. CO-CSA Outreach Plan .................................................................................................. 18
2018 Plan Summary ................................................................................................................................ 19
Technical Assistance ..................................................................................................................................... 0
Farmer Group Call to Share Continuation Plans ....................................................................................... 0
Implementation Check-Ins ........................................................................................................................ 1
Post-Season Debriefing Session ................................................................................................................ 2
Appendix I Summary of Farm Fresh Foods For Healthy Kids ........................................................................ 3
Appendix II Food Security Landscape ........................................................................................................... 6
Appendix III Resources for Marketing and Funding .................................................................................... 11
Grant Writing Tips ................................................................................................................................... 11
2|P a g e
Cost-Offset Continuation Planning for Farmers
Tips for operating a CO-CSA .................................................................................................................... 11
Additional Resources for Small-scale Producers..................................................................................... 12
Farm Business Planning Tools ................................................................................................................. 12
Gallery of Marketing Materials ............................................................................................................... 13
Appendix IV CO-CSA Payment Schedules ................................................................................................... 15
Appendix V Evaluation Materials ................................................................................................................ 18
I.
Post-Planning Session Observations: .............................................................................................. 18
II. Farmer Check-in Sheet ........................................................................................................................ 20
CO-CSA Funding Component .............................................................................................................. 20
CO-CSA Marketing Component........................................................................................................... 22
III.
Post-Season Debriefing Session with Farmer ............................................................................. 23
Appendix VI Findings from the CO-CSA Research Study ............................................................................. 27
1.
Marketing ........................................................................................................................................ 27
2.
Funding the Cost Offset .................................................................................................................. 28
3.
Logistics ........................................................................................................................................... 30
3|P a g e
Cost-Offset Continuation Planning for Farmers
PROJECT SUMMARY
Community Supported Agriculture (CSA) may hold potential for helping reduce childhood
obesity by increasing consumer access to and consumption of fresh produce. But for lowincome families at increased risk for obesity, the up-front cost of a CSA may be a barrier to
participation. Thus, the Farm Fresh Foods for Healthy Kids study is testing whether a cost-offset
CSA (CO-CSA, which may also be known as a subsidized CSA), when complemented with
tailored education, can help increase fruit and vegetable consumption for these families, while
also opening a new market segment for CSA farmers. For a full description of the study, please
refer to Appendix I.
This study is funded by the United States Department of Agriculture, and provides funding for a
50% CSA subsidy to 12 participating farms in 4 states (NC, NY, VT, and WA). It also links farmers
with new customers for the CO-CSA. In the first year, researchers conducted formative research
with farmers who were already offering CO-CSAs, full pay CSA members, and low-income
consumers. Throughout the study thus far, our researchers have gained feedback on the COCSA model from low-income study participants, conducted interviews with the farmers in our
study to explore the challenges and benefits of implementing a CO-CSA, and completed an
economic evaluation of how the cost-offset CSA adds to farmer revenue and contributes to
local agricultural economies.
PLANNING FOR SUSTAINABILITY
The design of this study is known as a delayed intervention randomized trial. This means that
each individual is randomized to either receive the intervention (a CO-CSA and education
classes) immediately, or receive it at a later, pre-determined time (e.g. the following year),
hence the “delayed intervention”. On average, participant farms in this study enrolled eight
intervention CO-CSA participants in summer 2016 and 17 for summer 2017.
2018 will be the final year of implementation for farmers engaged in this study, and we
estimate an average of nine intervention CO-CSA study participants per farm. However, since
some previous CO-CSA consumers may wish to continue with a CO-CSA, the 2018 season is a
good opportunity to help farmers find ways to raise funds to cover the cost-offset portion of a
CSA for these families. Additionally, some farmers have asked for guidance on the best way to
recruit additional low-income families, even if they may not be ready to attract new CO-CSA
members for the 2018 season.
4|P a g e
Cost-Offset Continuation Planning for Farmers
In March of 2017, farmers in the study attended a webinar to learn about current research on
what low income consumers want from direct market channels, and how other farms fund and
market their CO-CSAs. Researchers have developed tools and assembled coaching teams to
guide study farmers through a process to identify and test strategies during the 2018 growing
season that will allow them to continue to offer the CO-CSA after study funding ends. This yearlong process contains the following activities:
Activity
1. Online CO-CSA Continuation Planning Workshop
Date
2. In-person coaching session to develop Continuation Plan and 1-page
Plan Summary
3. Farmer group call to share highlights of each Continuation Plan
November 30, 2017
4. Plan implementation with 2 check-in sessions with regional coaching
teams by phone or in person
5. Post-season, in-person debriefing session with regional coaches
6. Final Farmer Group Call to share successes, challenges and lessons
learned
October 2017
December 2017
January-April 2018
October 2018
October 2018
The following pages are designed to provide Regional Coaching Teams with background
information, additional resources, and instructions on how to coach CO-CSA Farmers through
the process of developing and implementing their Continuation Plans.
CONTINUATION PLANNING SESSIONS:
PREPARATION
This Guide shows examples of each Worksheet, instructions for how to fill them out, and
coaching tips. Coaches will also receive an Excel Workbook containing worksheets that are prepopulated with data specific to each farm in their state. The farmer will receive a similar set of
worksheets with the same set of questions, but without the coaching tips and without the Excel
file.
To prepare for an individual coaching session with each farmer in your state, you should
complete the following steps:
a. Teams should review the CO-CSA project summary (Appendix I), the Continuation
Planning Worksheets and the Evaluation materials contained in this Coaching Guide.
Reach out to Marilyn Sitaker (msitaker@gmail.com) with questions, as needed.
5|P a g e
Cost-Offset Continuation Planning for Farmers
b. Coaching partners should coordinate scheduling dates and times to hold planning
sessions that consider a farmer’s availability and preferences.
c. Prior to holding each planning session, prepare a list of potential funders, community
based organizations and social service agencies that serve low-income families in each
community where participating farms are located. See Appendix I for an example.
d. Print out a set of paper worksheets (found in Appendix VII) for each farmer prior to the
planning session. The farmer should fill these out by hand. Load the Excel spreadsheets
for each farm onto a laptop or tablet, and bring the device with you to fill out with the
farmer.
PLANNING SESSIONS
Planning sessions will take place after the Fall 2017 Workshop, with the goal of developing a
rudimentary Continuation Plan by the end of November. Coaching teams will help farmers go
through each worksheet.
Though farmers will get an electronic set of Continuation Planning Worksheets after the
Workshop, they may not take time to review it. Therefore, coaches should be prepared to walk
farmers through each worksheet, explain its purpose and how it fits into the overall
Continuation Plan. Farmers will not need to do any preparation prior to the planning session,
nor do they need to bring any farm records with them.
After Farmers develop their plan, they will need to develop a Plan Summary for the upcoming
season using the Summary Template. After the coaching session, print out three (3) copies of
the Excel Worksheets, the planning worksheets, and the Plan Summary. Give one set to the
farmer, mail one set to Marilyn Sitaker, and keep one set for your team.
Complete the post-session evaluation (see Appendix V).
In December, there will be a group conference call for Farmers to share highlights of their
Continuation Plan. They will only have about 5 minutes apiece to share –so, the coaches should
help guide them in choosing one key component to share from their Plan Summary.
The next section contains all the CO-CSA Continuation Planning Worksheets, including those
that will be filled out in Excel, along with instructions for filling out each sheet and special tips
for the coaching teams (in blue italics). Worksheet instructions in this section are written for
the farmer, who will receive a duplicate set of worksheets, but without the Excel file or the
coaching tips.
6|P a g e
Cost-Offset Continuation Planning for Farmers
WORKSHEETS
1. ARTICULATING VALUES, MOTIVATION, RISKS AND VISION
Your values are the foundation for the decisions you make about your farm. Stating your
values helps to frame the planning process, and form the core of your marketing messages for
your CSA in general, and the CO-CSA in particular. Please record your answers to questions on
the Values and Vision Worksheet, below.
Coaching Tip: The values worksheet helps farmers articulate what is most important to them in
making business decisions. Values also come into play in fundraising, outreach to existing CSA
members, and developing marketing materials to attract new low-income families for the COCSA. Worksheet 1 should be in paper format, and filled out by hand by the farmer.
WORKSHEET 1: VALUES AND VISION
Values -- Values are core beliefs and philosophies that reflect your view on life. They often influence
your goals and business decisions and help guide management of your farm:
•
What values guided your decision to initiate a cost-offset CSA for low-income households?
•
How important is it to you to include low-income households as customers?
Motivation
•
What do you see as the benefits of running a CO-CSA?
•
How important is it to you to continue your cost-offset CSA after the research project ends?
Risk-- All business decisions carry some level of risk. Though many potential problems never come to
pass, it’s important to honestly assess the riskiness of new ventures, consider the risks compared to
potential benefits, and determine your comfort level with your decision.
•
What do you view as the risks associated with running a CO-CSA? How do these risks compare with
other risks of farming?
•
How do the risks of running a CO-CSA compare with the benefits?
•
How comfortable are you with these risks--- particularly financial risk?
Vision -- A vision statement describes the big picture of your business, and your farm’s cost-offset CSA,
over time. It defines an ideal future and impacts on your local community or society in general.
•
How does the CO-CSA fit with your overall vision for your farm?
•
What would you like your cost-offset program to look like in 5 years?
•
What would you like your cost-offset program to look like In 10 years?
7|P a g e
Cost-Offset Continuation Planning for Farmers
Value Proposition – A value proposition can be thought of as “your promise to your customer.” It tells
them what they can expect from your products and services, and what differentiates your offering
from that of your competitors. Your value proposition should reflect your core values and vision to
your customers.
What succinct statement would you use to describe your CO CSA? Example: “Purchasing a CO-CSA
from our farm gives you healthy local foods throughout the growing season at a fair price”
2. IDENTIFYING CO-CSA FUNDING SOURCES
2A. CO-CSA Funding Preferences. In addition to the “Pros/Cons” we shared in the Workshop,
we provide a tool designed to help you explore each funding option within the context of your
own local situation. In Worksheet 2A, you will list the pros and cons of each option according to
your own situation, then rank the strategies from 1-8, with 1=the best and 8=the least
preferred option.
Coaching Tip: The Workshop includes a slide on generic “pros” and “cons” of each funding
option. Your farmer may think of additional points related to their unique local context to add in
each column, or may note those already shared in the Workshop. It’s up to the farmer to rank
each strategy according to which strategies seem more or less feasible to them. Your role is to
provide a sounding board as they weigh the pros and cons of each option.
WORKSHEET 2A: PREFERENCES FOR FUNDING CO-CSAS
Source of CO Funds
How it works
Sliding scale and/or
donations from full-pay
members
Full pay CSA members volunteer to pay more
so that low-income members can pay less
Grants
A public or private entity provides some or the
CO
Fund-raising through
community events
Farmers raise the CO funds through on-farm
events, or by joining in community events
Work-shares, bartering,
and pick-your-own
shares
CO offered to CSA members who work on the
farm, pick their own produce, or barter
Parent business or side
business funds CO-CSA
Profits from separate farmer-owned business
support the CO
Partnering with existing
non-profit CO-CSA Hubs
A non-profit secures CO funding and markets
to low income customers
Partnering with other
partnerships
A partnership of health plans, hospitals, and
businesses offers CO-CSAs through partner
8|P a g e
Pros
Cons
Rank
Cost-Offset Continuation Planning for Farmers
farms
Product sales (T shirts,
canvas bags, hats with
farm logo, etc.)
Farm sells product like T-shirts or bags and the
profit goes toward CO share
Farm write-offs
Farmer absorbs CO as a business loss
2B. Funding strategies for 2018: For the next worksheet, select one or more funding strategies
you would like to try for the 2018 season, and write in the steps you will need to prepare for
each one.
•
•
If you selected grant funding, your coaching team can provide advice about local
sources of grant funds.
If you selected fund-raising or community events, Appendix III provides examples of
attractive materials that could be adapted for these purposes.
Coaching Tip: Here’s where the real planning begins! Remember, farmers can choose multiple
strategies, but not necessarily work on all of them in the first year. For example, they may wish
to focus on sliding scale this year, and wait until the following year to conduct a fundraising
campaign among local businesses. Note: Links to funding resources including tips for grant
writing, can be found in Appendix III. Make sure to bring your compiled list of local Foundations
and other local sources of funding to share with each farmer.
Note: There are small, community banks that offer community grant funds that might be an
option for some farms…This may be a possibility worth exploring.
WORKSHEET 2B. CO-CSA FUNDING STRATEGIES TO TRY IN THE 2018 SEASON
Strategy
Steps to prepare for this funding strategy
Example:
1. Sliding
scale
1. Share information about current CO-CSA with full
pay members during 2017 season on website and in
newsletters. Include quotes and photos (with
participant permission)! Add an option on the
member sign-up form for members to make an
additional donation to offset the cost of the CO-CSA.
2. Publicize sliding scale option for full pay, with
suggested donation amounts via newsletters, social
media, in combination with farm events. Start taking
names of Full share members who wish to donate
extra funds.
3. Set up CO-CSA account to pool donated funds
9|P a g e
Timeline
1.November-December
2017
2.January-March 2017
3.January 2018
Cost-Offset Continuation Planning for Farmers
2. Etc.
1. Etc.
1.
2.
2.
3. SETTING FUNDING TARGETS
The following tools will help you estimate how much money you need to raise to fund the costoffset, based on how many CO-CSA shares you want to offer and the size of the discount (costoffset) you want to use.
3A. Select a % Cost-Offset
You will use Worksheet 3a in the Excel Spreadsheet, to determine how much of a discount
(cost-offset) you want to offer. On line 1, record the share sizes you offer and the full-pay price
for each size (blue shaded row). Prices for each size will be calculated automatically for each
share size under various scenarios (50%, 33.3%, or 25%).
“Discounted price per season” refers to what the low-income customer will pay; “Price to be
offset via funding strategies” refers to how much you will need to raise for each CO-CSA share,
using funding strategies you selected in Worksheet 2b.
Now, review the calculated discounted price and price to be offset for each Scenario. Select the
Scenario that seems best for you. For the Farm Fresh Foods for Healthy Kids Study, we used a
cost-offset of 50%, but you may choose to offset 33%, 25%, or some other amount. Using a
lower discount means that your low-income members will pay more, but it also means that you
will need to raise less in CO-funds and/or be able to offer more CO-CSA shares.
Coaching Tip: As needed, help the farmer enter “Full price per Season” for each share size
offered into the excel spreadsheet provided for this purpose. The spreadsheet contains simple
formulas to calculate how many CO-CSA shares can be offered based on available funds raised
through strategies identified in Worksheet 2. Shaded cells in Worksheet 3b, below, are the cells
that are calculated based on formulas in excel. Contact Marilyn Sitaker (msitaker@gmail.com) if
your farmer is interested in calculating prices based on a different Scenario than those that
appear in the Excel Spreadsheet.
WORKSHEET 3A. CO-CSA PRICE AND CO, BASED ON VARIOUS SCENARIOS
Share size
Share Price
1.Full-pay price per season
Small (6-8 items)
Medium (8-10 items)
Large (12-14 items)
$475
$570
$760
$237.50
$285
$380
Scenario 1: 50% CO
2.Discounted price per season
10 | P a g e
Cost-Offset Continuation Planning for Farmers
Share size
3.Amount to be offset via funding
strategies
$237.50
$285
$380
4.Discounted price per season
$316.67
$380
$506.67
5. Amount to be offset via funding
strategies
$158.33
$190
$253.33
6.Discounted price per season
$356.25
$427.50
$570.00
7. Amount to be offset via funding
strategies
$118.75
$142.50
$190.00
Scenario 2: 33.33% CO
Scenario 3: 25% CO
8. What % CO will you offer? (choose one) 50%
33.3%
25%
Other: ______
9.Copy the Discounted price per
season from the Scenario you have
chosen to use
10.Copy the Amount to be offset
from the Scenario you have chosen
to use
3B. Count CO-CSA participants
In this step, you’ll determine how many CO shares you’ll want to raise funds for in 2018. This
includes study participants whose CO-CSA was formerly funded by the study (“former CO-CSA
study participants”), and new low-income CSA members you’d like to sign up through
marketing efforts.
You’ll also want to consider the total number of CO-CSA members overall, by adding in study
participants whose CO is still funded by the study. Examining these numbers will help you
determine whether in 2018 you want to raise funds for fewer former CO-CSA participants than
are available, delay outreach to new customers until a later date, or both.
For Worksheet 3b in the Excel spreadsheet, Lines 1 and 2 (number of existing CO-CSA
customers associated with the study) will be pre-populated with data for your farm. Line 3 asks
you to determine how many former CO-CSA study participants you want to find funding for,
and Line 4 asks how many new customers you’d like to attract through your marketing efforts.
Line 5 automatically calculates the total number of customers you’ll need to find funding for,
and Line 6 automatically calculates the number of CO-CSA members you will have overall.
11 | P a g e
Cost-Offset Continuation Planning for Farmers
Look at these last two lines, and decide whether you are comfortable with these numbers. Feel
free to adjust Lines 3 and 4 in the Excel spreadsheet until you get a total number of shares to
find funding for that you are satisfied with.
Coaching Tip: In this worksheet we are asking farmers to think about how much they can raise
in CO funds, as well as how many CO-CSA members they have capacity to serve. Lines 1 and 2
will be pre-populated with site-specific data for each farm. Lines 4 and 5 will be determined by
the farmer. For Line 4, the farmer may wish to only retain those Group 1 and Group 3 CO-CSA
members who have proved to be conscientious in picking up and paying each week. It’s ok if
farmers choose to put off finding new CO-CSA members in 2018 (Line 3)—they can enter zeros
across the board. Once they’ve filled out the spreadsheet, prompt them to talk about their
comfort level with the number of CO-CSA members they will have overall. If they would prefer
fewer customers overall, they can adjust lines 4 and 5 until they arrive at an overall number they
are satisfied with.
WORKSHEET 3B. NUMBER OF CO-CSA PARTICIPANTS FOR 2018
Total
Overall
Small
Medium
Large
(6-8 items)
(8-10
items)
(12-14
items)
1. Estimated number of CO-CSA participants
funded by the study
4
3
2
9
2. Estimated number of former CO-CSA study
participants, potentially interested in continuing
their CO-CSA membership
7
3
2
12
3.How many of these former CO-CSA study
participants will you fund?
5
2
1
8
4.How many CO-CSA shares would you like to
offer to new members?
3
3
0
6
5.Total # shares to find funding for (sum, lines
3& 4)
8
5
1
14
6.Total CO-CSA participants (sum, lines 1& 5)
12
8
3
23
*Not all former CO-CSA study participants may wish to continue in 2018, but this will give you an idea of the
maximum number you might have.
3C. Determine Funding Targets
In this step, you will determine the how much money you need to raise to pay for the number
of CO-CSA shares you want to offer. Line 1 of Worksheet 3c in the Excel Spreadsheet, (Price to
be offset) will be populated automatically, with data from Worksheet 3a, line 9 and Worksheet
3b, line 5.
12 | P a g e
Cost-Offset Continuation Planning for Farmers
WORKSHEET 3C. CO-CSA FUNDING TARGET
Share size
Scenario 1: 50% Cost-Offset
1. Amount per share to be offset
via funding strategies (Worksheet
3A, line 9)
2.Total # shares to find funding
for (Worksheet 3B, line 5)
3.CO funds needed (autocalculated)
Small
(6-8
items)
Medium
(8-10 items)
Large
(12-14 items)
$237.50
$285
$380
8
5
1
$1,900
$1,425
$380
Total funds
Needed
$3,705
Line 2 of Worksheet 3c, (Total # shares to find funding for) will also be populated
automatically, with data from Worksheet 3b, line 5. Line 3 of Worksheet 3c (highlighted in
blue, below) will automatically calculate the funding targets for each share size, and overall.
3D. Funding targets by source:
For Worksheet 3d below, write in the various funding sources you want to work with, and the
target amount to be raised using each source from Worksheet 3c, line 3. Select a target date(s)
by which funds must be secured, so that you can determine how many actual CO-CSA shares
you can offer. Later, you can record the amount(s) you have secured from each source by that
date in the far right-hand column. You will need to know this to determine how many CO-CSA
participants you can accept for the 2018 season.
WORKSHEET 3D. CO-CSA FUNDING TARGET BY SOURCE
CO-CSA Funder
Funding Target
Funds secured by [target
date]
Funder 1
$
$
Funder 2
$
$
Funder 3
$
$
$3,705
$
Total (from Worksheet 3C,
line 3)
13 | P a g e
Cost-Offset Continuation Planning for Farmers
If you are unable to meet your funding goal, you will not be able to offer as many CO-CSA
shares as originally planned. You can to go back and revise line 2 in Worksheet 3c, based on this
lower amount. Feel free to contact your Coaching Team for help if needed.
What to do if you have more interested people than funding for the CO-CSA?
You may want to decide ahead of time what to do if you have not raised enough CO funding to
subsidize shares for all the people who want them. This includes how to allocate the number of
CO-CSA shares available to the applicants, and making plans to refer those who do not get a
CO-CSA share that year to other community resources (see Appendix I). Record your decisions
on Worksheet 4B.
Alternatively, you may wish to recalculate the number of CO-CSA customers you can accept
after adjusting the CO from 50% to 33.3% or 25%, using the Worksheet 3b and Worksheet 3c.
Feel free to contact your Coaching Team for help if needed.
Coaching tip: Farmers may wish to do a random drawing to decide who can receive the
available CO-CSA shares to fund. Alternatively, they might accept former CO-CSA study
participants based on the order in which they indicate an interest in continuing the CO-CSA in
2018. The remaining customers could go on a waiting list, and be signed up for a CO-CSA share
when additional funds become available. Contact Marilyn Sitaker (msitaker@gmail.com) for
help calculating how many CO-CSA customers can be covered by changing the % of the CO, if
funding targets aren’t met.
4. MARKETING TO LOW-INCOME CUSTOMERS
This section covers Marketing Strategies to attract new low-income customers, and retain
existing customers. You may decide that in 2018 you will focus on fund-raising to retain former
CO-CSA study participants and wait until the following year to reach out to attract new lowincome customers. Still, the following worksheets will help you plan your CO-CSA operation in a
way that will help retain existing customers, and attract new customers this year or in the
future.
Coaching Tip: This section will make use of information gathered by coaching teams on local
social services agencies like food pantries and soup kitchens under the last column in Worksheet
4A, “How can you get this information.” These sources may help shed light on the specific food
preferences of low-income families in the farmer’s community, or confirm what the farmer has
already learned through participating in the CO-CSA study.
14 | P a g e
Cost-Offset Continuation Planning for Farmers
4A. Information about Local Low-Income Families: To better market the CSA to low-income
customers, it helps to know what is important to them. This is also important in making
decisions about CO-CSA operations that affect customer retention. While we previously
discussed general characteristics from past studies as well as our own formative interviews (see
Appendix VI for a summary of the data), you may want to better understand the preferences of
low-income families in your own community. The following worksheet will help you identify
what kind of local information you have, as well as information you would like to acquire.
WORKSHEET 4A. INFORMATION ABOUT LOCAL LOW-INCOME FAMILIES
What do you already know about
What would you
low-income families in your area?* like to know?
How can you get
this information?
Produce
preferences
Pricing preferences
Box size
preferences
Pick-up frequency
preferences
Pick-up location
preferences
Preferred
marketing/
communication
channels
*Can be based on your personal experience with low income families in your community or existing CO-CSA
customers, or on information from talking to local extension or food banks and other service providers in your
area. Ask your coaching team about the list they have compiled of local organizations that address food security
issues in your area.
4B. Logistics for CO-CSA operations
Next, consider whether you want to make any changes in the logistics of your CO-CSA
operations, to accommodate the needs of CO-CSA families. Taking the preferences of lowincome families regarding pricing, payment plans, pick-up locations and times, can help make
the CO-CSA more appealing to low- income customers, overcome barriers to participation, and
make it easier to continue with the CO-CSA. Just make sure that whatever you decide also
works for you!
15 | P a g e
Cost-Offset Continuation Planning for Farmers
You may choose to follow the same pattern of operations used for CO-CSA study participants,
or develop new practices based on your experience over the past few years. On Worksheet 4b,
record your decisions about how the CO-CSA will operate in the 2018 growing season.
Coaching Tip: Again, Appendix VI which summarizes what we have learned so far in our study,
may be helpful. Nutrition education may be a crucial factor in retaining CO-CSA members.
Linking to programs offered by Extension, Expanded Family Nutrition and Education Program
(EFNEP) and other educational resources can help CO-CSA participants learn how to prepare,
store, cook and enjoy fresh fruit and vegetables.
WORKSHEET 4B CO-CSA LOGISTICS
Questions
Decisions
Will you continue to accept SNAP/EBT?
Will you use the same eligibility criteria as the
study, (participation in SNAP, WIC, school or
summer lunch programs or income <185% of
federal poverty guidelines) or some other criteria?
What will the approval process be? Options include
first-come first served, random selection, priority
given to previous past share members, etc.
First-come first served
Random selection
Priority given to previous past share members
Other (write in):
What information will you give to CO-CSA
applicants who are not selected for a cost offset
CSA in 2018?
Refer them to another CSA in their area, the
local food pantry (see Appendix I, Food Security
Landscape)
Other (write in):
CO-CSA Payments
How will CO-CSA consumers pay the balance?
Check as many as apply: Consumers can use…
cash
check
credit card
debit card
other (write in):
16 | P a g e
Cost-Offset Continuation Planning for Farmers
Questions
Decisions
What kind of flexible payment plans/deferred
payments will you accept? (see Appendix IV for
various payment plans.)
Payment accepted:
weekly
bi-weekly
monthly
in full for the season
Will you allow SNAP/EBT members to pay for as
many pick-ups as fit within a 14-day period? (Note,
this may require more careful record keeping)
Pick Up Locations
What pick up locations will you offer?
Yes (See Appendix IV)
No
Write in location and use checkmark to indicate if
a card reader is available for SNAP/EBT payments
and if a person is available to collect weekly /
installment payments:
Location 1:
____________________________________
Has EBT Card Reader?
Has a person to collect payment?
Location 2:
____________________________________
Has EBT Card Reader?
Has a person to collect payment?
Location 3:
____________________________________
Has EBT Card Reader?
Has a person to collect payment?
Other
Check as many as apply:
What additional flexibility will you offer?
Offer 'free choice' CO-CSA shares*
Allow customers to trade vegetables they don’t
want with other members at pick-up
Offer shares on a bi-weekly or monthly basis
Referral to Nutrition Education Programs to help
CO-CSA participants learn how to prepare, store,
cook and enjoy fresh fruit and vegetables
Other (write in):
17 | P a g e
Cost-Offset Continuation Planning for Farmers
*These are shares in which the member gets a choice of some or all items in their weekly share. Generally, the
consumer selects items from a market-style array of produce.
5. STRATEGIES FOR OUTREACH
In this section, you’ll identify strategies to market the CO-CSA to low-income customers. Review
the various outreach strategies in the far-left column of Worksheet 5. For each outreach
strategy, indicate whether you will try it in 2018, later, or not at all.
For those strategies you wish to implement in 2018 or sometime in the future, use the last
column to describe steps you will take.
Partners are important sources of support in outreach efforts; make sure to consult your
coaching team about the list of local organizations that address food security issues in your
area.
It is ok to focus only on securing funding for the existing CO-CSA members in 2018, and wait
until a future time to focus on attracting new customers.
Coaching tip: To help farmers plan this piece, familiarize yourself with the materials you
collected for your local food security landscape (see Appendix II for an example). Note: in our
study, we found that distributing flyers was a highly effective way to recruit low income families.
Flyers and in-person contacts provide a good opportunity to educate potential customers about
CSAs as part of outreach.
WORKSHEET 5. CO-CSA OUTREACH PLAN
Activity
Adapt photos and messages from your flyers to post
on your website (See Appendix III for an example)
Host a table with samples at school and community
events focused on children/families. Make sure flyers
are available for attendees to take home.
Prepare outreach materials designed for ESL
audiences; offer culturally appropriate foods for
ethnically diverse customers.
18 | P a g e
I will try this
In 2018
Later
Not at all
In 2018
Later
Not at all
In 2018
Later
Not at all
Steps I will take
(Which events?)
Cost-Offset Continuation Planning for Farmers
Partner with extension, EFNEP, WIC, Head Start,
Economic Service Agencies, and other Community
Based Organizations that support healthy food for
low income families. (See Appendix II)
In 2018
Later
Not at all
You may ask partners to distribute flyers, or
participate in community events designed for the
populations they serve.
Distribute flyers at Farmers’ Markets and Co-ops
Use flyers and in-person contacts to educate
potential customers about the CSA
(Who will you partner
with?)
(What will each partner
do?)
(What events sponsored by
partners can you join?)
In 2018
Later
(Which Farmers’ Markets
or Co-ops?)
Not at all
(Who is the contact
person?)
In 2018
(What educational
information will you
include?)
Later
Not at all
Note: links to funding resources and marketing materials, can be found in Appendix III.
Use the space below to jot down other ideas for outreach to low income families:
2018 PLAN SUMMARY
Instructions:
Use the following Template to state your value proposition, and summarize the key decisions
about 1) The amount to be cost-offset, pricing discount and number of CO shares to be offered;
2) potential funders and target amounts, 3) CO-CSA Logistics for 2018, and 4) your Outreach
Partners and strategies for promoting your CO-CSA.
Coaching Tips: It may be easiest to have a paper copy of the Template with you as you fill in
each worksheet, so that you can write in decisions about each topic as you go through each
worksheet.
In late November farmers will participate in a group conference call to share their plans. Each
farmer will have about 5 minutes to share something unique about their plans. To help us
identify what would be most useful for each farmer to share, please submit a copy of the paper
worksheets, the Excel worksheets and the Plan Summary to Marilyn Sitaker
(msitaker@gmail.com). Make sure that the farmer has a copy of these materials and that you
have a copy for yourselves.
19 | P a g e
Cost-Offset Continuation Planning for Farmers
Once you have completed CO-CSA continuation planning, please complete the post-session
evaluation for each farmer (see Appendix V).
20 | P a g e
Cost-Offset Continuation Planning for Farmers
21 | P a g e
TECHNICAL ASSISTANCE
As shown in the on page 3, after the planning is complete coaches will provide technical
assistance during four distinct time points: 1) a conference call for all study farms, during which
farmers will share the highlights of their Continuation Plans (December 2017); 2) two check-ins
during implementation of the funding and marketing components of the Continuation Plan
(held between January 2018 – April 2018); and 3) a post-season debriefing session (October
2018).
In addition to TA given during these scheduled time points, farmers should feel free to contact
coaching teams for advice as needed. Please note, Coaching Teams will record their
observations and perceptions concerning the CO-CSA Continuation Planning Process in a
structured manner, using instructions and forms found in Appendix V. Data collected on these
forms will be used as part of an overall evaluation of the planning and implementation process.
FARMER GROUP CALL TO SHARE CONTINUATION PLANS
In late November 2017 we will hold a 1.5-hour group conference call for farmers to share
highlights of their Continuation Plans. Hearing about one farm’s fundraising plans for the CO, or
their outreach strategy for attracting new low-income customers, may help other farmers, and
vice-versa. In addition, by scheduling a time for farmers to check in with each other, we hope to
reinforce a sense of group learning and exploration. Each farmer will have about 5 minutes to
share a key aspect of their Continuation Plan with the group.
Prior to the conference call, the CO-CSA Continuation team (Sitaker, Ammerman, Kolodinsky,
[Seguin/Hanson] and NOFA- VT) will request your feedback on which Continuation Plan activity
each farm should share. Our suggestions will be based on a review of the compiled Activities of
all 12 farmers’ Continuation Plans. Our goal will be to select a range and depth of activities that
will be useful to other farmers.
After the Farmer Group Call, farmers will begin working on implementing their Continuation
Plans prior to the beginning of the 2018 CO-CSA season.
Cost-Offset Continuation Planning for Farmers
IMPLEMENTATION CHECK-INS
Between January and March 2018, the coaching team
should schedule two check-in sessions with each
farmer, either in-person or by phone. The purpose of
these sessions is to keep up the momentum in
Continuation Plan implementation, and help problemsolve if the farmer encounters any difficulty. Make sure
to have a copy of the farmers’ Continuation Plan with
you, so you can refer to it during the check-in.
At this meeting, coaches will ask questions (see box,
right) about progress toward completing activities for
the Funding and Marketing components of the
Continuation Plan, using the forms in Appendix V to
record notes and observations. These forms will serve
as notes to be used in the evaluation of the CO-CSA
Continuation Planning Process. The coaching team
should send a copy of the check-in forms to Marilyn
Sitaker (msitaker@gmail.com), give a copy to each
farmer, and keep a copy for themselves.
Check-In Questions
1. Have you worked on any
activities for this component?
(If No): Why not? (record answer)
(If yes): Please list the activities you
have worked on for this component
(list each activity below)
2. What specific actions have you
taken for each activity? (record
separately for each listed activity)
3. Record brief notes on problemsolving discussions, and decisions
reached regarding modifications
to activities for this component.
4. Do you have any additional
observations about
implementation of CO-CSA
Funding plans?
1
Cost-Offset Continuation Planning for Farmers
POST-SEASON DEBRIEFING SESSION
At the end of the 2018 season, the coaching team
should schedule a post-season debriefing session
with each farmer, either by phone or in person in
late September, towards the end of the CSA
summer growing season. The purpose of the
debriefing session is to help each farmer identify
successes, challenges and lessons learned. For the
debriefing session, coaches should have a copy of
the farmers’ Continuation Plan and the most recent
check in notes, so you can refer them during the
debriefing session as needed.
Coaches will use the following series of debriefing
questions to help each farmer identify successes,
challenges and lessons learned during the 2018 CSA
season.
Coaches will record their observations, and
summarize the farmer’s response to each question
from the debriefing session, using the post-season
evaluation sheet contained in Appendix V. The
coaching team should send a copy of the completed
debriefing forms to Marilyn Sitaker
(msitaker@gmail.com), give a copy to each farmer
and keep a copy for themselves.
Coaches will attend a 1.5 hour online CO-CSA WrapUp Conference Call in October 2018, where farmers
will share their challenges, successes and lessons
learned during the past CSA season.
Debriefing Questions
1. In general, what was your experience
with implementing your CO-CSA
Continuation Plan in 2018?
2. Specifically, tell me how
implementation of your plans went this
season for:
a. funding the CO-CSA?
b. CO-CSA logistics?
c. CO-CSA outreach?
3. With regard to implementing your plan,
what were your biggest successes?
4. What factors (facilitators) contributed
to the success you mentioned above?
5. What factors (barriers) got in the way
of implementation?
6. What do you think were your biggest
challenges with implementing your
plan?
7. What information or assistance would
have helped you with CO-CSA
Continuation Planning during the 2018
season?
8. Do you plan to continue the CO-CSA
next season (2019)?
a. If yes, what funding, logistical or
outreach activities will you do to
support your CO-CSA?
9. Are there any other comments you’d
like to share about your experience
with CO-CSA Continuation Planning?
r each activity? (record separately
2
Cost-Offset Continuation Planning for Farmers
APPENDIX I SUMMARY OF FARM FRESH FOODS FOR HEALTHY KIDS
Project summary:
This project, Innovative Community Supported Agriculture Cost-Offset Intervention to Prevent
Childhood Obesity and Strengthen Local Agricultural Economies, examines whether subsidizing the
cost of community supported agriculture (CSA) shares (herein referred to as cost-offset CSA, or COCSA), for low-income families combined with CSA-tailored nutrition education: 1) increases
consumption of fruits and vegetables, 2) substitutes fruits and vegetables for more energy-dense
foods, and 3) improves overall diet quality and energy balance, thus helping children maintain
healthy body weights.
The study is a randomized intervention trial, meaning that families will be randomly assigned to
either the intervention group or the control group (which will receive an identical intervention one
year later). The grant funds will provide 50% of the price of the CSA share for CO-CSA participants,
with the remaining cost paid by the participant through SNAP/EBT benefits and/or cash. The
tailored nutrition education curriculum will be delivered by extension educators on consecutive
weeks in three-lesson clusters during early, mid-, and late CSA season, for a total of nine classes.
This is a multistate project with CSA farmer representation from NY, NC, VT, and WA.
Farms: Farms must have a current CSA program, but without a formal structure in place to offer CO-CSA
shares to low-income members. To participate, farmers must: 1) accept, or be willing to accept, SNAP
benefits/EBT (support will be offered by the research team); 2) be willing to negotiate payment plans
for low-income members; 3) agree to participate in the creation and implementation of a sustainability
plan to keep the CO-CSA program in place at the conclusion of the intervention period; 4) be willing to
monitor and report the number of shares, and share content, distributed to project participants; and 5)
be willing to provide information on the farms’ major good and service expenditures and where these
sales took place in order to help us calculate the economic impact of increased participation in CSA
programs. Farmers should also be willing to consider: 1) creating new pick-up site(s) if
appropriate/possible; and 2) hosting classes and/or ‘field trips visits’ to your farm for adults and
children participating in this project. Finally, to be eligible, there also must be an extension-affiliated
educator available in the county where the farm is located who is able and willing to provide the
educational sessions.
Participants (low-income families): To be eligible, research intervention participants must: 1) be 18
years of age or older; 2) be English-speaking; 1) meet income requirements of <185% of federal poverty
level; 2) have at least one child in the household between 2 and 12 years old); 3) have not participated
in a CSA in the past five years; 4) purchase the 50% CO-CSA share with their SNAP/EBT benefits or their
own money; and 5) attend nine CSA-tailored extension education classes as part of the intervention.
Extension educators will help recruit participants from local health departments and/or social service
3
Cost-Offset Continuation Planning for Farmers
departments (or similar agencies); SNAP-Ed, EFNEP, and other USDA education programs; and other
community sites serving low-income residents.
Extension: Activities of the Extension educator will include (but are not limited to): 1) assist with
research participant recruitment, 2) assist with participant data collection and participant follow-up, 3)
attend training(s), 4) teach the CSA-tailored curriculum, 5) report on activities, 6) maintain research
records, and 7) related tasks as assigned. We anticipate most of effort to occur during the CSA-season
(May-October) in years 2 (2016) and 3 (2017) to provide the CSA-tailored curriculum.
The curriculum to be delivered. The research team, in consultation with an extension advisor
from each state, will evaluate and integrate existing curricula and other relevant resources to create a
CSA-tailored nutrition education curriculum that considers regional and seasonal considerations and
that complements (rather than duplicates) existing curricula being used for EFNEP, SNAP-Ed, and other
programs. The nine lessons will be delivered by extension educators to project participants on
consecutive weeks in three-lesson clusters during early, mid-, and late CSA season. The CSA- tailored
education will aim to: 1) address knowledge and beliefs about the value and importance of consuming
fruits and vegetables; 2) improve skills and self-efficacy with respect to storing, preparing, and
consuming CSA produce; 3) integrate strategies to substitute fruits and vegetables for more energydense foods (e.g. processed snack food); 4) provide opportunities for participants to observe peers
demonstrating newly acquired skills; 5) provide supportive out-of-class materials and opportunities for
both parents and children, such as written and online resources, that focus on other key obesity
prevention behaviors (e.g. reducing sedentary time and decreasing consumption of sugar sweetened
beverages) as well as potential farm “field trip” visits when possible. Although the class content will
focus primarily on parents, children will also be welcome at classes, with prepared partnered materials
for each lesson that can be taken home if not used in class.
Intervention: We will recruit 60 participant households per state, divided into two groups (30 Phase I,
Intervention; 30 Phase II, Control Group Delayed Intervention). Each state will implement the
intervention trial in 2-3 communities.
If intervention implementation involves two communities…
•
•
In EACH community, the extension educator will need to recruit 30 participants in year
2(2016), and provide education to 15 participants in year 2 (2016), and another 15
participants in year 3 (2017).
Each farm will need to provide 15 CO-CSA shares year 2 (2016), 30 CO-CSA shares year 3
(2017), 15 CO-CSA shares year 4 (2018).
If intervention implementation involved three communities…
4
Cost-Offset Continuation Planning for Farmers
•
•
In EACH community, the extension educator will need to recruit 20 participants in year
2(2016), and provide education to 10 participants in year 2 (2016), and another 10
participants in year 3 (2017).
Each farm will need to provide 10 CO-CSA shares year 2 (2016), 20 CO-CSA shares year 3
(2017), 10 CO-CSA shares year 4 (2018).
If you have any questions about this project or if you would like further explanation on any of the
components of this project, please do not hesitate to contact the research team.
5
Cost-Offset Continuation Planning for Farmers
APPENDIX II FOOD SECURITY LANDSCAPE
Food Security Landscape: Thurston and Skagit County
Thurston County
General
WIC Office
WIC Checks for fruits and vegetables
EBT/SNAP locations
Farmers’ Markets
Olympia Farmers Market
WIC and Senior Checks
CSAs
Farms with installment payment plans
Farms who accept EBT/SNAP for CSA Shares
Wholesale Retailers
Retailers who sell local farmers’ produce items and accept EBT/SNAP
Emergency Food Assistance
Thurston County Food Bank
Thurstoncountyfoodbank.org
6
Cost-Offset Continuation Planning for Farmers
(there are also numerous satellite locations and mobile food banks, as well as gleaners program, FORKids project,
summer lunch program, and nutrition classes
Main Location
Mon, Wed, Fri 11:00AM-3:00PM
2nd and 4th Wed 5:00-7:00pm
220 Thurston Ave NE 98501
(360) 352-8597
Skagit County
General
WIC
WIC Checks for fruits and vegetables
Community Action Network (CAN)
EBT/SNAP locations
Farmers’ Markets
CSAs
Farms with installment payment plans
Farms who accept EBT/SNAP for CSA Shares
Wholesale Retailers
Retailers who sell local farmers’ produce items and accept EBT/SNAP
Intermediate Food Assistance
Skagit Gleaners
1021 Riverside Drive
Mount Vernon, WA 98273
360-848-1045
info@skagitgleaners.org
$365 yearly membership plus 3 volunteer hours/month and can shop gleaned produce during shopping hours
7
Cost-Offset Continuation Planning for Farmers
(Includes food market, clothing (each member allowed 4 items/month plus 1 pair of shoes), budget mentoring
classes, dress for success, work boots, haircuts, barter boards, education classes, experience based learning
opportunities, job readiness)
Shopping hour
Monday, Wednesday, and Friday 9:30-11:00am
Tuesday and Thursday 5:00-6:15pm
Saturday and Sunday 9:30-10:30am
Emergency Food Assistance
Food Banks
Sedro-wooly
Helping Hands Food Bank
Helpinghandsfoodbank.org
360-856-2211
Wednesdays 10am-4pm
(Includes Food-4-Kids program, mobile food banks, grocery rescue)
Anacortes
Anacortes 100 Food Bank
512 4th Street, Anacortes
360-293-6445
Tuesday and Friday 10am-2pm
Salvation Army Food Bank
3001 R Drive, #100, Anacortes
360-293-6682
Monday and Wednesdays 1-3:45pm
St. Vincent DePaul Food Bank
4001 St. Mary’s Drive, Anacortes
360-293-9821
8
Cost-Offset Continuation Planning for Farmers
Fridays 10am-11am
Burlington
Tri-Parish Food Bank
935 Peterson Road, Burlington
September thru May: Saturday 1pm-3pm
June-September: Wednesdays 2-6pm
Clear Lake
Community Covenants Food Bank
360-419-7061
Mondays, call Love INC for appointments
360-419-7061
Concrete
Concrete Food Bank
45942 Main Street, Concrete
360-853-8505
First Tuesdays of the month from 12-3pm
Hamilton
Hamilton Community Food Bank
571 Petit St., Hamilton
360-826-4090
Tuesdays 11-12 and 1-3pm
La Conner
9
Cost-Offset Continuation Planning for Farmers
La Conner Sunrise Food Bank
601 South 2nd, La Conner
360-466-3277
Mondays 2-3pm
Lyman
Shepard’s Heart Care Center
8334 S Main Street, Lyman
360-422-3765
Thursdays 10:30am-1pm
Marblemount
Bread of Life Food Bank
59850 Hwy 20, Marblemount
360-873-2504
1st and 3rd Wednesdays, 11am-5pm
Mt. Vernon
Neighbors in Need
1615 South 2nd Street, Mt. Vernon
360-420-0558
Tuesdays 1pm-6pm
10
Cost-Offset Continuation Planning for Farmers
APPENDIX III RESOURCES FOR MARKETING AND FUNDING
GRANT WRITING TIPS
Outline for writing a grant application for funding. In this Toolkit, you will find supports for writing a grant
application for funding. Part I gives a step-by-step overview of the grantwriting process. Part II provides a
general template for writing a grant application. Completing Part II will give you a solid proposal that can
be adapted to meet specific grant opportunities and review criteria for specific funders. Additional tools
can be found at the end of the section.
http://ctb.ku.edu/en/writing-grant-application
TIPS FOR OPERATING A CO-CSA
Running a Low-Income CSA: A Brief Overview of the World PEAS 2012 Experience. World PEAS is a food
hub that links small scale growers with customers—with a specific focus on low-income families.
Partnerships with local social services agencies that address food security. Includes a description
of fund-raising activities, outreach strategies and how marketing materials were developed.
https://nesfp.org/sites/default/files/resources/low_income_csa_overview.pdf
Successful CSAs in Low-Income Communities: Binghamton Farm Share Helps CSA Farmers Develop
Sustainable Business in Untapped Low-Income Markets
http://smallfarms.cornell.edu/2017/04/03/successful-csas/
Urban farm benefits low income consumers: Greensgrow
https://www.cdfifund.gov/Documents/Web%206_Case%20Study-GREENSGROW.pdf
Blog post by Katie Spring, November 2013: Making your CSA farm accessible to low income customers.
This post by a small-scale farmer shares their tips for increasing access to fresh local food for
low-income customers, including partnering with NOFA-VT, arranging convenient pick-up
locations, accepting SNAP/EBT and offering work-shares and a sliding fee scale.
https://www.highmowingseeds.com/blog/making-your-farm-accessible-to-low-incomecustomers/
Profile of Uprising farm in WA: Washington farmers describe their use of SNAP-EBT to improve access to
healthy foods for local low-income residents, and discuss the success of using flyers and word of
mouth to attract new customers.
https://www.localharvest.org/newsletter/20080130/csa-for-the-poor.html
11
Cost-Offset Continuation Planning for Farmers
ADDITIONAL RESOURCES FOR SMALL-SCALE PRODUCERS
Adam, K. et al. (1999). Direct Marketing. ATTRA Sustainable Agriculture. Updated (2016) by Thea
Rittenhouse. Discusses benefits and risks associated with selling agricultural products directly to
customers (DTC). Includes farmers markets, Community Supported Agriculture (CSA), and direct
sales to restaurants, institutions, and food hubs, as well as agritourism and Internet-based direct
marketing. Additionally, the publication contains information on marketing plans, pricing
strategies, and creative marketing techniques. Examples illustrate how farmers are utilizing
direct marketing channels to become more economically viable. https://attra.ncat.org/attrapub/summaries/summary.php?pub=263
PolicyLink’s Toolkit for Farmers’ Markets:
http://www.policylink.org/sites/default/files/farmers-market.pdf
Tips from the Good Food Box Program in Seattle:
http://www.agingkingcounty.org/wp-content/uploads/sites/185/2016/09/GFB_Toolkit.pdf
Pennsylvania State Extension: Tips for Recruiting and Retaining CSA members:
https://extension.psu.edu/community-supported-agriculture-part-ii-members-and-their-role?
FARM BUSINESS PLANNING TOOLS
•
•
•
•
•
•
Brookfield Farm CSA Spreadsheets, http://www.brookfieldfarm.org/cropplanning/
Small Farm Central-Member Assembler CSA Software,
http://www.smallfarmcentral.com/member-assembler
Ag Squared, http://www.agsquared.com/
Farmigo, www.farmigo.com
FarmOS, http://farmos.org
CSAware, www.csaware.com
12
Cost-Offset Continuation Planning for Farmers
GALLERY OF MARKETING MATERIALS
Advertising subsidized CSA for low income families, from Good Heart Farmstead in Vermont.
https://goodheartfarmstead.com/our-csa/ Used with permission.
Our tagline, “local food for everyone”, says it
all. Our mission is to make local food accessible to
everyone, no matter what your income is. We hold
two annual fundraisers and partner with the NOFAVermont Farm Share Program in order to subsidize
CSA shares for our neighbors who otherwise would
not be able to afford them. We donate produce to
the Worcester Food Shelf weekly through the
summer growing season, and encourage those who
are able to purchase a “donation” share for the Food
Shelf or similar organization that distributes food to
those in need. In this way, we all act together to
increase local food access.
Social Marketing to encourage Facebook donations, from Healthy Food for All, Cornell University.
http://www.healthyfoodforall.org Used with permission.
13
Cost-Offset Continuation Planning for Farmers
14
Cost-Offset Continuation Planning for Farmers
APPENDIX IV CO-CSA PAYMENT SCHEDULES
CO-CSA Payment Schedules
This document is meant to provide insight for different payment options available to CSA farmers in how they wish
to accept payment for the cost of shares from CO-CSA members. Shaded boxes signify blocks of time covered by a
single payment transaction between farmer and low-income consumer (CO-CSA member).
Payment plans that meet the 14-day payment limitations of SNAP are indicated with an asterisk (*). Tables are
arranged by payment type. Columns represent date of pick-up by month, payment responsibility of customer (COCSA member) and costs to be paid out of funds raised for the cost-offset (C.O.).
Share Information (For this example)
•
•
•
•
Pick-up occurs on Monday
June-October 2018 (22 pick-ups) Assumes 50% Cost-offset (C.O.)
Total share cost is $550
Cost of weekly share is $25
PAYMENT PLANS 2017. (Will be updated to 2018 dates)
One Monthly Payment
JUNE
JULY
C.O.
Date
5th
$50
$0
3rd
$62.50
$0
7th
$50
$0
4th
$50
$0
2nd
$62.50
$0
th
12
$0
$0
th
10
$0
$0
th
14
$0
$0
th
11
$0
$0
th
9
$0
$0
19th
$0
$50
17th
$0
$62.50
21st
$0
$50
18th
$0
$50
16th
$0
$62.50
26th
$0
$0
24th
$0
$0
28th
$0
$0
25th
$0
$0
23rd
$0
$0
31
$0
$0
30
$0
$0
$62.50
$62.50
$62.50
$62.50
$50
Date
Cust.
C.O.
Date
Cust.
OCTOBER
Cust.
$50
C.O.
SEPTEMBER
Date
st
Cust.
AUGUST
C.O.
Date
th
$50
$50
$50
$50
Cust.
C.O.
5 Payments; Payments occur at the beginning of each month; Not eligible for SNAP payments.
*Two Monthly Payments
JUNE
JULY
5
$25
$0
3
$31.25
$0
7
$25
$0
4
$25
$0
2
12th
$0
$25
10th
$0
$31.25
14th
$0
$25
11th
$0
$25
19
$25
$0
17
$31.25
$0
21
$25
$0
18
$25
26th
$0
$25
24th
$0
$31.25
28th
$0
$25
25th
$0
rd
th
Cust.
C.O.
Date
th
st
Cust.
C.O.
Date
th
th
Cust.
OCTOBER
Cust.
th
Date
SEPTEMBER
Date
th
C.O.
AUGUST
C.O.
Date
Cust.
C.O.
$31.25
$0
9th
$0
$31.25
$0
16
$31.25
$0
$25
23rd
$0
$31.25
nd
th
15
Cost-Offset Continuation Planning for Farmers
31st
$50
$50
$0
$0
$62.50
$62.50
30th
$50
$50
$50
$50
$0
$0
$62.50
$62.50
10 Payments; Payments occur at the first pick-up of the month and first pick-up after the 15 ; Friendly for SNAP
customers with benefits partially deposited on the 1st and 15th of the month.
th
*Weekly Payments
JUNE
Date
JULY
Cust.
C.O.
5th
$12.50
$12.50
12th
$12.50
19th
$12.50
26th
$12.50
Date
Cust.
C.O.
3rd
$12.50
$12.50
$12.50
10th
$12.50
$12.50
17th
$12.50
$12.50
24th
31st
$50
AUGUST
$50
$12.50
Cust.
C.O.
7th
$12.50
$12.50
$12.50
14th
$12.50
$12.50
21st
$12.50
$12.50
28th
$12.50
$12.50
$62.50
$62.50
Date
SEPTEMBER
$12.50
$50
Date
OCTOBER
Cust.
C.O.
4th
$12.50
$12.50
$12.50
11th
$12.50
$12.50
18th
$12.50
$12.50
25th
$50
$12.50
$50
Date
Cust.
C.O.
2nd
$12.50
$12.50
$12.50
9th
$12.50
$12.50
$12.50
16th
$12.50
$12.50
$12.50
23rd
$12.50
$12.50
30th
$12.50
$12.50
$62.50
$62.50
$50
22 Payments; Payments occur each week at pick-up; Friendly for SNAP customers.
TRADITIONAL PAYMENT
No Cost-Offset
JUNE
JULY
Date
Cust.
Date
5
$550
rd
3
12th
$0
th
19
26th
th
Cust.
AUGUST
Date
$0
th
7
10th
$0
$0
th
17
$0
Date
$0
th
4
14th
$0
$0
st
21
24th
$0
28th
31
$0
st
$550
Cust.
SEPTEMBER
$0
Cust.
OCTOBER
Date
Cust.
$0
nd
2
$0
11th
$0
9th
$0
$0
th
18
$0
th
16
$0
$0
25th
$0
23rd
$0
30
$0
th
$0
$0
$0
1 Payment; Occurs on or before the first pick-up; Not eligible for SNAP payments.
16
Cost-Offset Continuation Planning for Farmers
50% Cost-Offset (C.O.)
JUNE
JULY
Date
Cust.
C.O.
5
$275
12th
Date
Cust.
$275
rd
3
$0
$0
$0
10th
th
19
$0
26th
$0
th
$275
AUGUST
C.O.
Date
Cust.
$0
th
7
$0
$0
$0
14th
$0
th
17
$0
$0
24th
31st
$275
SEPTEMBER
C.O.
Date
Cust.
$0
th
4
$0
$0
$0
11th
$0
st
21
$0
$0
$0
28th
$0
$0
$0
$0
$0
$0
OCTOBER
C.O.
Date
Cust.
C.O.
$0
nd
2
$0
$0
$0
$0
9th
$0
$0
$0
th
18
$0
$0
th
16
$0
$0
$0
25th
$0
$0
23rd
$0
$0
30th
$0
$0
$0
$0
$0
$0
$0
1 Payment; Occurs on or before the first pick-up; Not eligible for SNAP payments
17
Cost-Offset Continuation Planning for Farmers
APPENDIX V EVALUATION MATERIALS
The Research member of the coaching team will be responsible for collecting evaluation data at four
time points between October 2017 and October 2018: 1) Post-Planning Observations; 2) Notes from two
check-in conversations with each farmer; and 3) Audio files and notes from a post-season debriefing
session with each farmer.
I.
POST-PLANNING SESSION OBSERVATIONS:
Instructions: After you have held the planning session (sometime between October and late November
2017), use the form below to record your observations. Print and complete one form per farmer. The
coaching team should send a copy of all Post Planning session observation forms to Marilyn Sitaker
(msitaker@gmail.com), and keep a copy for themselves.
Farm ID#: _____________ Name of Researcher: ___________________ Date: _____________________
1. What are your overall impressions of your planning session with this farmer?
2. Please record the duration of the planning session: __________hours and _____minutes
3. What aspect of planning seemed to resonate most with the farmer?
4. What aspects of planning seemed to resonate least with the farmer?
18
Cost-Offset Continuation Planning for Farmers
5. Were there specific worksheets they seemed to be particularly interested in? If yes, what were
they?
6. Were there any worksheets that the farmer seemed to have difficulty with? If yes, what were they?
7. Were there any planning aspects the farmer requested, that were not covered in the CO-CSA
planning process?
8. Do you have any other impressions you would like to share?
19
Cost-Offset Continuation Planning for Farmers
II. FARMER CHECK-IN SHEET
Instructions: Coaches should schedule two check-ins per farm, either in person or by phone, to take
place between January and March 2018. Make sure to have a copy of the farmer’s plan with you, so you
can refer to it during the check-in. At this meeting, ask the following question about progress toward
completing activities under the CO-CSA Funding and Marketing components of the Plan, using the forms
below to record your notes and observations. The coaching team should send a copy of both check-in
forms for each farmer to Marilyn Sitaker (msitaker@gmail.com), and keep a copy for themselves.
Farm ID#: _____________ Name of Researcher: ___________________ Date: ___________
CO-CSA FUNDING COMPONENT
1. Have you worked on any activities for this component? [Use farmer’s plan to probe each activity.]
a. (If No), Why not? (record answer)
b. (If yes): Please list the activities have you worked on for this component (record name of
each activity):
i. _______________________________________________
ii. _______________________________________________
iii. _______________________________________________
iv. _______________________________________________
v. _______________________________________________
2. What specific actions have you taken for:
a. [Activity i]
b. [Activity ii]
20
Cost-Offset Continuation Planning for Farmers
c. [Activity iii]
d. [Activity iv]
e. [Activity v]
3. Record brief notes on problem-solving discussions, and decisions reached regarding modifications to
activities for this component:
4. Any additional observations about implementation of CO-CSA Funding plans?
21
Cost-Offset Continuation Planning for Farmers
CO-CSA MARKETING COMPONENT
5. Have you worked on any activities for this component? [Use farmer’s plan to probe each activity]
a. (If No), Why not? (record answer)
b. (If yes): Please list the activities have you worked on for this component? (record name of
each activity):
i. _______________________________________________
ii. _______________________________________________
iii. _______________________________________________
6. What specific actions have you taken for:
a. [Activity i]
b. [Activity ii]
c. [Activity iii]
22
Cost-Offset Continuation Planning for Farmers
III.
POST-SEASON DEBRIEFING SESSION WITH FARMER
Instructions: Coaches should schedule a final debriefing session with each farmer, either in person or by
phone, to take place in October 2018. Make sure to have a copy of the farmer’s plan with you, so you
can refer to it during the check-in. At this meeting, ask the following questions about the CO-CSA
Funding and Marketing components of the Plan, using the forms below to record your notes and
observations. The session will be audio recorded, and the research member of the coaching team will
take notes. The researcher should upload audio file to a secure location on Cornell Box, and send a copy
of the Final Debriefing notes for each farmer to Marilyn Sitaker (msitaker@gmail.com).
Farm ID#: _____________ Name of Researcher: ________________________ Date: ______________
1. In general, what was your experience with implementing your CO-CSA Continuation Plan in
2018?
2. Specifically, tell me how implementation of your plans went this season for:
a. funding the CO-CSA?
b. CO-CSA logistics (if applicable)?
23
Cost-Offset Continuation Planning for Farmers
c. CO-CSA outreach (if applicable)?
3. Regarding implementing your plan, what were your biggest successes?
a. What factors (facilitators) contributed to the success you mentioned above?
b. What factors (barriers) got in the way of implementation?
4. What do you think were your biggest challenges with implementing your plan?
24
Cost-Offset Continuation Planning for Farmers
5. What information or assistance would have helped you with CO-CSA Continuation Planning
during the 2018 season?
a. Do you plan to continue the CO-CSA next season (2019)?
b. If yes, what funding, logistical or outreach activities will you do to support your CO-CSA?
6. Are there any other comments you’d like to share about your experience with CO-CSA
Continuation Planning?
25
Cost-Offset Continuation Planning for Farmers
COACHING ACTIVITIES AND MATERIALS TO COMPLETE AND SUBMIT
Continuation Planning Workshop (to take place online in October 2017)
Planning Meeting (to take place in-person sometime before November 2017)
Complete and return:
The 10 worksheets which cover 5 topic areas:
o Vision and Values (1)
o CO-CSA Funding Sources(2)
o Setting Funding Targets (4)
o Marketing to Low-Income Customers (2)
o Strategies for Outreach (1)
Excel document
1-page summary
Post-planning evaluation form
Farmer Call to Share Plans (to take place online in December 2017)
Farmer Check-In 1 (to take place in-person OR phone in January 2018-March 2018)
Complete and return:
Farmer check-in evaluation
Farmer Check-In 2 (to take place in-person OR phone in January 2018-March 2018)
Complete and return:
Farmer check-in evaluation
Post-Season Debriefing (to take place in-person OR phone in October 2018)
Complete and return:
Debriefing guide (AUDIO RECORD)
CO-CSA Wrap-Up Conference (to take place online in December 2018)
26
Cost-Offset Continuation Planning for Farmers
APPENDIX VI FINDINGS FROM THE CO-CSA RESEARCH STUDY
Relevant Findings from the CO-CSA study
1. Marketing
a. Who will purchase your product? What is important to these customers?
o Low-income consumers want consistent access to fresh produce 1
o ALREADY make up 11% - 30% of CSA members (with no cost-offset) 2,3,4,5
o CO-CSA participants and their children consume high quantities of FV, and may be
‘positive deviants’ with respect to fruit and vegetable consumption. ‘Positive
deviants’ are individuals or groups whose uncommon but successful behaviors or
strategies enable them to find better solutions to a problem than their peers. 6
o In open-ended conversations about food shopping, meals, snacks, and preferences:1
At least half of adults said they or their family members preferred apples, bananas,
broccoli, carrots, corn, grapes, green beans, onions, oranges, and tomatoes
o At least one-third of adults said they either preferred, purchased or prepared other
produce varieties such as cucumbers, lettuce, peas, peppers, potatoes and
strawberries.
o Children had similar fruit and vegetable preferences as their parents, though fewer
mentioned 'cooking' vegetables (green beans, onions, peppers, potatoes, spinach,
and squash)
o More than one-third of children mentioned watermelon, although fewer of their
parents did.
b. How can your product appeal to this audience?1
o Education about CSAs is an important part of outreach efforts
Appealing produce, low cost, convenience, quality and control are important to facilitating participation in
community supported agriculture among low-income households (manuscript under review, 2017).
2
Galt, R. E., Bradley, K., Christensen, L., Fake, C., Munden-Dixon, K., Simpson, N., ... & Kim, J. V. S. (2016) What
difference does income make for Community Supported Agriculture (CSA) members in California? Comparing
lower-income and higher-income households. Agriculture and Human Values, 1-18
3
Pole, Antoinette, and Archana Kumar. (2015) "Segmenting CSA members by motivation: anything but two peas in
a pod." British food journal 117, no. 5 (2015): 1488-1505.
4
Cone, Cynthia, and Andrea Myhre. (2000) "Community-supported agriculture: A sustainable alternative to
industrial agriculture?." Human organization 59, no. 2 (2000): 187-197.
5
Brehm, Joan M. and Brian W. Eisenhauer. (2008). Motivations for Participating in Community-Supported
Agriculture and Their Relationship with Community Attachment and Social Capital. Southern Rural Sociology,
23(1), p. 94-115).
6
Hanson KL, Kolodinsky J, Wang W, Morgan EH, Jilcott Pitts SB, Ammerman AS, Sitaker M, Seguin RA. Adults and
children in low-income households that participate in cost-offset community supported agriculture have high fruit
and vegetable consumption. Nutrients. 2017; 9(7):726.
1
27
Cost-Offset Continuation Planning for Farmers
o Low-income consumers value local farmers and farmland
o Offering 'free choice' CSA shares may attract consumers who are unhappy with their
lack of control over (unfamiliar) share contents
o Offering multiple size shares may attract consumers who are afraid of getting too
much produce
c. How can I find potential low-income customers?
Our experience with recruiting participants for this study suggests that successful CO-CSA
outreach:
o Draws on WORD-OF-MOUTH advertising
o Relies on partnerships with Women, Infants and Children (WIC) Program offices,
Extension, and other community- based social service organizations to spread the
word
o Emphasizes FACE-TO-FACE recruitment
o Promotes the CO-CSA at school and community EVENTS with activities for children
(e.g. kindergarten enrollment, YMCA event, Easter festivals)
o Discourages promoting the CO-CSA at food pantries and other emergency assistance
programs
o Gives families time to ask questions and decide whether joining a CO-CSA is right for
them (i.e. avoids encouraging immediate decision-making)
o Uses HEADSTART, FARMERS' MARKETS and other 'local food' venues to promote the
CO-CSA program
o Revisits locations that were previously successful for recruitment
2. Funding the Cost Offset
As stated in the Webinar held March 31, 2017, CO-CSAs can be operated by a single farm or via
a partnership. Partnerships can be of several different types: 1) a non-profit organization that
finds funding and links one or more farms to potential CO-CSA members; 2) a CO-CSA that is a
project of larger non-profit organization; and 3) a CO-CSA that is a project of a collaborative
partnership between healthcare organizations and businesses.
As part of our formative interviews with farmers,7 we asked them how they funded their
existing CO-CSA. Here is a summary of our findings:
7
Farm Fresh Foods for Healthy Kids, Non-published data from Formative Interviews with Farmers, 2015
28
Cost-Offset Continuation Planning for Farmers
a. Farm write-offs, sliding scale and/or donations from full-pay members:
Seven farms used a sliding scale option, asking members with higher incomes to pay more to
offset the cost of shares for low-income consumers. Most farms had success with this approach
and noted that the number who contributed extra usually was balanced by the number who
couldn’t pay as much. One farm said their pricing structure includes a price for low income
($495 per season), a price that covers the cost of producing the vegetables ($695) and a price
that partially offsets the cost of the low-income share ($795).
Farmers who don’t offer a sliding scale or similar approach expressed uncertainty as to how a
such a program would work, or were concerned that asking full-pay members for extra money
might push them away. Despite these concerns, most farmers said that they liked the concept
and would be interested in learning more.
b. Grants:
Eight farms received grants that were used help offset the cost of a share for low-income
consumers, and were satisfied with the results. However, some farmers felt that the additional
fund-raising effort, required to make up the difference between the grant and the amount
needed for the cost-offset, simply “shifted internal farm expenses around,” due to the
significant time and resources needed.
Farmers who didn’t receive grants or participate in a grant-funded program, were interested in
learning more about this mechanism. The two largest barriers mentioned were a) the time it
would take to write a grant and b) the effort required to sustain this approach. Farmers also
were concerned that the grant program might be discontinued: “…when operation grants don't
get renewed, and systems and, and farms have become 30 or 50 percent market dependent on
a program that is tremendously subsidized. And, if it goes belly-up, they all of a sudden have to
find a new market.”
c. Work-shares, bartering, and pick-your-own shares:
Four farms offered workshares. However, these were not necessarily designed as a way to as a
cost-offset strategy for low-income families; in many cases all members could participate. Three
farms offered work shares on a case-by-case basis and/or by request.
Barriers to offering workshares included: 1) fear needing workman’s compensation; 2) the time
and resources needed to train individuals who were not experienced at performing farm work;
3) members not showing up to work; 4) the limited time of often already stressed and
overcommitted low-income families.
29
Cost-Offset Continuation Planning for Farmers
3. Logistics
a. How can your product appeal to this audience?
Share size
−
−
−
When asked to state their preference among several hypothetical scenarios as part of
our formative research, low-income families with children preferred a mixed-variety
CSA share with 8 or 9 items. 8
Families who participated in the CO-CSA in the summer of 2016 typically selected
shares with 6 to 10 items. 9
Eight participating farms offered multiple share sizes; 24 participants (39%) in these
farms selected the smallest size offered.9
Share price
− Low cost is important to low-income households in making food choices.2
− Families with children and low-incomes preferred a CSA share that cost $15 or less per
week, preferring less expensive shares that cost no more than 20% over supermarket
price for the same amount of produce.5
− Summer 2016 CO-CSA participants typically selected shares priced $11 to $14 per week
(cost-offset price).9
− In post-season focus groups, some participants mentioned that the cost-offset CSA price
seemed fair, but that the full CSA price seemed too high for the amount of produce
provided. 10
Pick-up sites
−
−
−
In formative interviews, low-income consumers expressed concern that a CSA pick-up
location might not be convenient1
These same low-income families said they would hypothetically travel as much as 15
minutes to pick-up a full CSA share with standard variety.5
Summer 2016 CO-CSA participants picked-up their shares at the farm (26%), or at a
farmers’ market (29%). Fewer picked-up their shares at a place of worship (22%) or a
McGuirt JT, Jilcott Pitts SB, Hanson K, DeMarco M, Seguin RA, Kolodinsky J, Becot F, Ammerman AS. A choice
experiment to examine factors influencing willingness to participate in a Community Supported Agriculture (CSA)
program among low-income parents. In review.
9
Garner JA , Jilcott Pitts SB, Hanson KL, Ammerman AS, Kolodinsky J, Sitaker MH, Connor LM. Seguin RA. A mixed
methods process evaluation of the Farm Fresh Foods for Healthy Kids (F3HK) Intervention. International Society of
Behavioral Nutrition and Physical Activity. Vancouver, BC Canada, 2017.
10
Farm Fresh Foods for Healthy Kids, Non-published data from 2016 Focus Group
8
30
Cost-Offset Continuation Planning for Farmers
−
community center (10%), which was also generally where their CSA-tailored education
classes were held.9
The majority of Summer 2016 CO-CSA participants picked-up at least three-quarters of
their CSA shares (57%).9
b. How will CO-CSA members pay their balance?
Flexible payment plans/deferred payment:
All farmers interviewed as part of formative research (research conducted prior to starting the
intervention) said they accepted installment payments.7 Sixteen farmers had formal
installment plans, which offered anywhere from two payments per season to weekly payments.
Those without a formal installment plan accepted payment in installments upon request.
The main reasons for not having or advertising a formal payment plan was due to the farmers’
preference for up-front payment prior to the season begins or a desire to avoid tracking
multiple payments. One farmer collected post-dated checks as a strategy for simplifying what
can be a time-consuming process: “…they can give us post-dated checks, and then we don't
have to track them down every month and remind them to pay a check.” 7
SNAP/EBT:
Six farms accepted SNAP for CSA payment.7 Three farms used an electronic system, 2 used
paper vouchers, and 1 participated through their farmers’ market. Though farms faced unique
barriers along the way, all now seemed content with the process.
Among the farms that did not accept SNAP for their CSA, a few farms were authorized to accept
SNAP, but had not yet implemented it. Others reported: 1) they were not sure where to begin;
2) they had started the process but felt overwhelmed with all of the options; 3) they heard
about difficulties other farmers had faced; or 4) they simply did not have time. 7
31
Cost-Offset Continuation Planning for Farmers
32
