Project Grant 23FMPPDC1196

THOUGH THE COVID-19 PANDEMIC WAS HIGHLY CHALLENGING FOR SMALL FARMERS, RANCHERS, AND OUR FOOD SYSTEMS OVERALL, CONSUMERS FOUND NEW REASONS TO SEE THESE PRODUCERS AS RELIABLE SOURCES OF FRESH FOODS. AMONG THESE CONSUMERS, HOWEVER, LOW-INCOME LOW-ACCESS COMMUNITIES STILL SUFFER, ESPECIALLY IN THE WASHINGTON, DC, METRO AREA WHERE, ACCORDING TO THE CAPITAL AREA FOOD BANK, ONE-THIRD OF PEOPLE EXPERIENCED FOOD INSECURITY IN 2022, AND OF THOSE, 48 HAVE CHILDREN IN THE HOUSEHOLD.IN THIS CONTEXT, FRESHFARM WORKS TO BUILD A MORE EQUITABLE, VIBRANT, SUSTAINABLE, AND RESILIENT FOOD SYSTEM AS THE LARGEST FARMERS MARKET NETWORK IN THE MID-ATLANTIC WITH MORE THAN 250 PRODUCERS WHO SELL AT OUR 24 MARKETS THAT GENERATED 24.7M IN 2022. AS A TRUSTED LEADER AND CONVENER, AND WITH LESSONS LEARNED FROM OUR 2018 FMPP, FRESHFARM IS POISED TO MEET THE NEEDS AND OPPORTUNITIES OF THIS POST-PANDEMIC FOOD AND ECONOMIC LANDSCAPE THROUGH THE FOUR OBJECTIVES:OBJECTIVE 1: INCREASE CUSTOMERS UNDERSTANDING OF THE VALUE OF BUYING LOCAL REGIONAL FOODS AT FARMERS MARKETS AND FACILITATE CUSTOMERS ACCESS TO AND HABITS PURCHASING AT FARMERS MARKETS AND FARM STANDS THROUGH PROMOTIONAL AND EDUCATIONAL STRATEGIES, REAL-TIME DATA, AND CONNECTIONS WITH NUTRITION BENEFITS AND MATCHING PROGRAMS. OBJECTIVE 2: GROW THE ABILITY OF FARMERS AND RANCHERS IN THE FRESHFARM NETWORK TO INCREASE THEIR OWN CAPACITY TO BE VIABLE, SELF-SUSTAINING SELLERS AT FARMERS MARKETS, WITH AN EMPHASIS ON SOCIALLY DISADVANTAGED FARMERS AND RANCHERS THROUGH TRAINING, DATA-DRIVEN DECISION MAKING, AND NEW DIRECT PRODUCER-TO-CONSUMER OPPORTUNITIES INCLUDING TWO NEW FARM STANDS AND ONE MID-SIZED SEASONAL MARKET BECOMING A YEAR-ROUND MARKET.OBJECTIVE 3: HARNESS THE POWER OF SALES AND PRODUCER DATA BY IMPROVING AND EXPANDING FRESHFARMS MARKET TRACKER SYSTEM. THIS SYSTEM WILL CREATE A ONE-STOP, USER-FRIENDLY PORTAL THAT HELPS DRIVE DECISION MAKING FOR FRESHFARM AND PRODUCERS REGARDING PRODUCTS AND SCALE AT MARKET AND FOR CONSUMERS REGARDING MARKET ATTENDANCE HABITS AND PURCHASING CHOICES. IT WILL ALSO PROVIDE TRENDS THAT CAN INFORM BEST PRACTICES FOR OTHER MARKETS AND NETWORKS OF MARKETS.OBJECTIVE 4: INCREASE ACCESS TO FRESH, LOCAL FOOD FOR HISTORICALLY UNDERSERVED POPULATIONS OF WASHINGTON, DC, THROUGH (A) FARM STANDS AS VIABLE FARMERS MARKET ALTERNATIVES IN THE LOW-INCOME, LOW-ACCESS NEIGHBORHOODS OF WARDS 7 AND 8, AND (B) PROMOTION, EDUCATION, AND FACILITATION OF NUTRITION BENEFITS FOR LOW-INCOME, LOW-ACCESS ACROSS THE WASHINGTON, DC, AREA. ANTICIPATED OUTCOMES AND BENEFICIARIES INCLUDE GREATER CAPACITY AND CONFIDENCE FOR BEGINNING AND SOCIALLY DISADVANTAGED FARMERS RANCHERS IN SUSTAINING AND GROWING THEIR SMALL BUSINESSES STRONGER HABITS AND VALUES FOR SHOPPERS BUYING DIRECTLY FROM FARMERS RANCHERS AND PRODUCERS AND FOR LOW-INCOME LOW-ACCESS COMMUNITIES TO INCREASE THEIR COMFORT AND SPENDING POWER AT MARKET. KEY PARTNERS AND COLLABORATORS IN THIS WORK INCLUDE: VIRGINIA STATE UNIVERSITYS 1890 AGRICULTURAL PROGRAM WILL PROVIDE TRAINING AND TECHNICAL ASSISTANCE TO BUILD BUSINESS, MARKETING, AND AGRICULTURAL SKILLS OF FARMERS RANCHERS IN OUR NETWORK, WITH A PRIORITY ON NEW SOCIALLY DISADVANTAGED GROUPS. VIRGINIA FARMERS MARKET ASSOCIATION WILL PROVIDE RIGOROUS TRAINING FOR OUR MARKET MANAGERS. SEVERAL FARMERS IN OUR NETWORK WILL PROVIDE FEEDBACK AND SHARE THEIR BEST PRACTICES. SOFTWARE AND WEB DEVELOPERS WILL BUILD ROBUST DATA SYSTEMS THAT TRACK AND MAKE ACCESSIBLE MARKET SALES DATA AND PRODUCER AND PRODUCT DATA. WEB AND VIDEO PARTNERS WILL HELP US PROVIDE REAL-TIME DATA AND STORYTELLING TO SUPPORT CUSTOMERS UNDERSTANDING AND INVESTMENT IN OUR REGIONAL FOOD SYSTEM. FRESHFARMS FOODPRINTS PROGRAM WILL COLLABORATE TO SUPPORT NEW SCHOOL-BASED FARM STANDS FRESHFARMS COMMUNITY ENGAGEMENT PROGRAM WILL COLLABORATE TO PROVIDE SUPPORT FOR PRODUCERS AND MARKET MANAGERS ON FOOD NAVIGATION TO SUPPORT CUSTOMERS TO MAXIMIZE THEIR FOOD BENEFITS AT MARKET.