FMPP and LFPP Marketing and Promotion Project Narrative.pdf

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..\..\..\ams-color-lockup-4x.png United States Department of Agriculture, Agricultural Marketing Service.

FARMERS MARKET PROMOTION PROGRAM AND LOCAL FOOD PROMOTION PROGRAM

2024 TURNKEY MARKETING AND PROMOTION PROJECT NARRATIVE FORM AND INSTRUCTIONS

This form is mandatory for all Turnkey Marketing and Promotion applications. Turnkey applications do NOT require the completion of the FMLFPP Narrative Form. Thoroughly review the applicable Farmers Market Promotion Program (FMPP) or Local Food Promotion Program (LFPP) Request for Applications (RFA) before completing this form. This form must be converted to PDF and attached to the application package within Grants.gov.

APPLICANT INFORMATION

Must match box 8 of the SF-424.

Mailing Address

AUTHORIZED ORGANIZATION REPRESENTATIVE (AOR)

This person is responsible for signing any documentation should the grant be awarded. Must match box 21 of the SF-424.

Mailing Address

PROJECT COORDINATOR OR DIRECTOR (PC/PD)

This cannot be the same person listed as the AOR.

Mailing Address

APPLICANT ENTITY TYPE

Select each applicable entity type as defined in Section 3.1 of the RFA. If your organization is a State Agency Regional Farmers Market Authority, you must provide the regulatory statute(s) that identify your agency as that entity type.

PROJECT ACTIVITY CATEGORY

Project activities have already been preselected specific to Marketing and Promotion Turnkey project focus.

PROJECT TITLE

(Provide a descriptive title. Must match box 15 of the SF-424.):

GRANT APPLICATION PROJECT TYPE

ONLY select one Program Project Type. (Described in Section 1.3 of the RFA)

LFPP:

FMPP:

REQUESTED FMPP OR LFPP FUNDS

Insert the total amount ($) of Federal funds requested. This must match the total amount requested on Line 18a. Estimated Federal Funding of the SF-424.

MATCHING FUNDS

Applicant must provide a 25% match on the total Federal portion of the grant. This must match the total amount requested on Line 18b Applicant Funding of the SF-424. See Section 4.1 of the RFA for more information. Field is Auto-calculated based on Requested Funds Field

PRIORITY AREA

Does the proposal address the Low Income/Low Access (LI/LA) Priority Consideration as described in Section 1.4 of the RFA?

See instructions on how to determine priority eligibility at Qualifying for Priority Consideration at the end of this form.

PROJECT IMPLEMENTATION PHYSICAL ADDRESS

Enter up to three addresses where this project will be implemented. If you are requesting consideration as a priority area, enter the Food Access Research Atlas Low Income/Low Access (LI/LA) Census Tract number. For detailed instructions, see Qualifying for Priority Consideration at the end of this form.

Address

LI/LA

LI/LA Census Tract # (if applicable) Row 1 Row 1 Row 1

EXECUTIVE SUMMARY

In 250 words or less, briefly describe the project’s purpose; activities to be performed, deliverables and expected outcomes; intended beneficiaries; including subrecipients, key partners and collaborators (when applicable); and any other pertinent information. This summary will be made available to the public.

TECHNICAL MERIT

Work Plan Describe the activities and timeline associated with each project objective selected for the turnkey project. The Turnkey project work plan includes five (5) prescribed objectives. There is flexibility in specific activities, budget, timeline and staffing for each objective. Fill out the table below to include the following information:

A list and description of each planned activity, anticipated date of completion; resource required; milestone(s) for assessing progress and success; and who is responsible for completing the activity, including collaborative arrangements or subcontractors.

Reminder that the project must specifically benefit farm and ranch operations serving local markets, and must benefit more than one agricultural producer, vendor, or individual. To qualify for this Turnkey application, you must work on at least 3 of the objectives in the chart below. For those you will NOT be doing, please mark N/A in the planned activity column for that objective.

Objective: Include the objective this activity will relate to List and describe each planned activity:

Include the scope of work and how it relates to the project objectives Anticipated Completion Date:

Required Resources: For completion of each activity Milestones:

For assessing progress of each activity Who Will Do the Work? Include collaborative arrangements or subcontractors Sample Activity 1 October 20XX Hire contractor Training Space Milestone 1: Complete XX assessment Milestone 2: Conduct XX food safety workshops ABC Best Contracting Service XYZ Company's Executive Director Product Type Identify and analyze new/improved market opportunities Row Develop/revise a marketing plan Row Design/purchase marketing and promotion media Row Implement a marketing plan Evaluate marketing and promotion activities Have you received a past FMPP or LFPP grant award?

Have you submitted this project to another Federal grant program?

Are you a current Regional Food System Partnership (RFSP) recipient?

If yes to the above questions, please provide the information below. Provide AMS agreement number for grants received in the past 5 years. Describe how the project is/was different from previous grants or how it supplements the proposed activities; and the results of the current project (if applicable). Include lessons learned, what can be improved, and how these lessons and improvements will be incorporated into this application to meet program goals effectively and successfully. To add additional rows, select “Add Row” button. Tor remove the bottom row, select “Remove Row” button Year Grant award Program Name, Type of Grant (if applicable) and/or AMS Grant Agreement (if applicable) Description

ACHIEVABILITY

This section includes the outcome indicator evaluation plan.

Outcome Indicators Complete and check all applicable project Outcomes and Indicators with baseline and/or estimated realistic target numbers. If an outcome indicator does not apply, check N/A (Not Applicable). For additional information on how to collect data for these outcomes and indicators, refer to the Performance Measures Data Collection Guide. The outcomes below are the FMPP and LFPP outcomes that are specific to the Marketing and Promotion Turnkey Application.

Indicators Description Estimated Value N/A 1.1 Total number of supply chain analyses, market assessments, feasibility, or other relevant studies developed 1.2 Number of the following identified through needs assessment or feasibility studies:

1.2a New markets 1.2b Unmet consumer needs 1.2c Barriers to local foods 1.2d Unserved populations 1.2e Supply chain gaps 1.2e Supply chain gaps 1.2f Partnership opportunities 1.2g Other identified needs 1.3 Number of projects:

1.3a Deemed viable after conducting feasibility study, or 1.3b Deemed not viable after conducting feasibility study 1.4 Number of business development plans create Indicators Description Estimated Value N/A 3.1 Number of stakeholders that gained technical knowledge about producing, preparing, procuring, and/or accessing local/regional foods ___. Of those, the number that were:

3.1 Number of stakeholders that gained technical knowledge about producing, preparing, procuring, and/or accessing local/regional foods ___. Of those, the number that were:

3.1a Farmers markets 3.1a Farmers Markets 3.1b Roadside stands 3.1b Roadside Stands 3.1c Agritourism 3.1c Agritourism 3.1d Grocery stores 3.1d Grocery stores 3.1e Wholesale markets/buyers 3.1e Wholesale markets/buyers 3.1f Restaurants 3.1f Restaurants 3.1g Agricultural cooperatives 3.1g Agricultural cooperatives 3.1h Retailers 3.1h Retailers 3.1i Distributors 3.1i Distributors 3.1j Food hubs 3.1j Food hubs 3.1k Shared-use kitchens 3.1k Shared-use kitchens 3.1l School food programs 3.1l School food programs 3.1m Community-supported agriculture (CSAs) 3.1m Community supported agriculture (CSAs) 3.1n Other 3.1n Other 3.2 Total number of delivery systems/market access points that increased engagement with local/regional producers ___. Of those, the number that were:

3.2a Farmers markets 3.2b Roadside stands 3.2c Agritourism 3.2d Grocery stores 3.2e Wholesale markets/buyers 3.2f Restaurants 3.2g Agricultural cooperatives 3.2h Retailers 3.2i Distributors 3.2j Food hubs 3.2k Shared-use kitchens 3.2l School food programs 3.2m Community-supported agriculture (CSAs) 3.2n Other 3.3 Number of new tools/ technologies developed to improve local/regional food processing, distribution, aggregation, or storage ___.

3.3 Number of new tools/ technologies developed to improve local/regional food processing, distribution, aggregation, or storage ___.

3.3a Number of stakeholders trained to use new tools/technologies 3.3a Number of stakeholders trained to use new tools/technologies 3.4 Number of delivery systems/market access points that reported increased or improved:

3.4 Number of delivery systems/market access points that reported increased or improved:

3.4a Processing 3.4a Processing 3.4b Distribution 3.4b Distribution 3.4c Storage 3.4c Storage 3.4d Aggregation of locally/ regionally produced agricultural products 3.4d Aggregation of locally/ regionally produced agricultural products 3.5 Total number of delivery systems/market access points that established and/or expanded local/regional agricultural product or service offerings___. Of those, the number that were:

3.5a Farmers markets 3.5b Roadside stands 3.5c Agritourism 3.5d Grocery stores 3.5e Wholesale markets/buyers 3.5f Restaurants 3.5g Agricultural cooperatives 3.5h Retailers 3.5i Distributors 3.5j Food hubs 3.5k Shared-use kitchens 3.5l School food programs 3.5m Community-supported agriculture (CSAs) 3.5n Other 3.6 Number of delivery systems/market access points that reported increased:

3.6a Revenue 3.6b Sales 3.6c Cost savings Indicators Description Estimated Value N/A 4.1 Number of producers/processors who gained knowledge about new market opportunities 4.2 Number of producer/processors that reported increased engagement with new delivery systems or market access points 4.3 Number of producers/processors that implemented new or improved operational methods 4.4 Number of value-added agricultural products developed 4.5 Number of producers/processors that reported selling new local/regional food products 4.5a Number that reported selling new value-added products 4.6 Number of producers/processors that reported a reduction in on-farm food waste through new business opportunities and marketing 4.7 Number of producers/ processors that reported increased:

4.7a Revenue 4.7b Sales and/or 4.7c Cost savings due to local/regional food, operational, and/or value-added product activities 4.8 Number of local/regional agricultural jobs 4.8a Created 4.8b Maintained 4.9 Total number of new producers who went into local/regional food production ___. Of those, number who are:

4.9a Beginning farmers/ranchers 4.9b Socially disadvantaged farmers/ranchers 4.9c Family farmers/ranchers 4.9d Veteran farmers/ranchers Indicators Description Estimated Value N/A 6.1 Total number of consumers who gained knowledge about local/regional agricultural products ___. Of those, the number of:

6.1a Adults 6.1b Children 6.2 Total number of consumers who purchased more local/regional agricultural products ___. Of those, the number of:

6.2a Adults 6.2b Children 6.3 Number of additional local/regional agricultural product customers counted 6.4 Number of additional business transactions executed for local/regional agricultural products 6.5 Increased sales measured in:

6.5a Dollars 6.5b Percent change 6.5c Combination of volume and average price as a result of enhanced marketing activities

EXPERTISE AND PARTNERS

List key staff, including applicant personnel and external project partners and collaborators (see section 3.2 in the RFA for definitions) that comprise the Project Team, their role, their relevant experience, and past successes in developing and operating projects similar to those to be conducted under this project. Applicant must include Letters of Commitment from Partner and Collaborator Organizations to support the information (see section 5.2.7 in the RFA). To add additional rows, select “Add Row” button. Tor remove the bottom row, select “Remove Row” button Key Staff Name and title Role Relevant experience and past successes

PROJECT MANAGEMENT PLAN

Describe your management plan for coordination, communication, and data sharing and reporting among members of the Project Team and stakeholder groups, including both internal applicant personnel and external partners and collaborators.

FISCAL PLAN AND RESOURCES

Please complete the Budget and Justification below and ensure that you have included Critical Resources and Infrastructure letters to support the application information (see section 5.2.8 in the RFA). You must fill out the SF-424 A Budget Information Non – Construction Programs Form along with this section.

BUDGET SUMMARY

The budget must show the total cost for the project and describe how category costs listed in the budget are derived. The budget justification must provide enough detail for reviewers to easily understand how costs were determined and how they relate to the Project Objectives and Expected Outcomes. The budget must show a relationship between work planned and performed to the costs incurred. Budget Summary amounts are auto-populated based on individual Expense Category amounts entered in the following tables below.

Refer to RFA Section 4.4 Allowable and Unallowable Costs and Activities for more information on allowable and unallowable expenses.

Expense Category Funds Requested Match Value Personnel Fringe Benefits Travel Equipment Supplies Contractual Other Direct Costs Sub-Total Indirect Costs Total Budget

PERSONNEL

List each person who has a substantive role in the project and the amount of the request and/ or the value of his or her match. Personnel costs should be reasonable for the services rendered, conform to the established written policy of your organization, and consistently applied to both Federal and non-Federal activities. For annual salary please provide the salary for each year. As needed, please add and subtract rows using the plus and minus sign in the left ribbon of the table.

Personnel Name/Title Level of Effort (# of hours OR % FTE) Annual Salary Funds Requested Match Value Match Type Personnel Subtotal

PERSONNEL JUSTIFICATION

For each individual listed in the above table, describe the activities to be completed by name/title including approximately when activities will occur.

FOR EXAMPLE:

Personnel 1: Justification Personnel 2: Justification

FRINGE BENEFITS

Provide the fringe benefit rates for each of the project’s salaried employees listed above. The costs of fringe benefits should be reasonable and in line with established policies of your organization. As needed, please add and subtract rows using the plus and minus sign in the left ribbon of the table.

Fringe Benefits Name/Title Fringe Benefit Rate Funds Requested Match Value Match Type Fringe Subtotal

TRAVEL

Explain the purpose for each Trip Request. Please note that travel costs are limited to those allowed by formal organizational policy; in the case of air travel, project participants must use the lowest reasonable commercial airfares. For recipient organizations that have no formal travel policy and for-profit recipients, allowable travel costs may not exceed those established by the Federal Travel Regulations, issued by GSA, including the maximum per diem and subsistence rates prescribed in those regulations. This information is available at http://www.gsa.gov. As needed, please add and subtract rows using the plus and minus sign in the left ribbon of the table.

Trip Destination Type of Expense (e.g., airfare, car rental, hotel, etc.)

Unit of Measure (e.g., days, nights, miles) # of Units Cost per Unit # of Travelers Claiming Expense Funds Requested Match Value Match Type Travel Subtotal

TRAVEL JUSTIFICATION

For each trip listed in the above table, describe the purpose of this trip and how it will achieve the objectives and outcomes of the project. Be sure to include approximately when the trip will occur.

FOR EXAMPLE:

Trip 1: (Approximate Date of Travel MM/YYYY), justification Trip 2: (Approximate Date of Travel MM/YYYY), justification

CONFORMING WITH YOUR TRAVEL POLICY

EQUIPMENT

Describe any special purpose equipment to be purchased or rented under the grant. ‘‘Special purpose equipment’’ is tangible, nonexpendable, personal property having a useful life of more than one year and an acquisition cost that equals or exceeds $5,000 per unit and is used only for research, medical, scientific, or other technical activities. Rental of "general purpose equipment’’ must also be described in this section. Purchase of general purpose equipment is not allowable under this grant. As needed, please add and subtract rows using the plus and minus sign in the left ribbon of the table.

Equipment Item Description Acquisition Date Funds Requested Match Value Match Type Equipment Subtotal

EQUIPMENT JUSTIFICATION

For each Equipment item listed in the above table describe how this equipment will be used to achieve the objectives and outcomes of the project.

FOR EXAMPLE:

Equipment 1: Justification Equipment 2: Justification

SUPPLIES

List the materials, supplies, and fabricated parts costing less than $5,000 per unit and describe how they will support the purpose and goal of the proposal. As needed, please add and subtract rows using the plus and minus sign in the left ribbon of the table.

Supplies Item Description Cost per Unit Number of Units Acquisition Date Funds Requested Match Value Match Type Supplies Subtotal

SUPPLIES JUSTIFICATION

Describe the purpose of each supply listed in the table above purchased and how it is necessary for the completion of the project's objective(s) and outcome(s).

FOR EXAMPLE:

Supply 1: Justification Supply 2: Justification

CONTRACTUAL/CONSULTANT

The Contractual section includes contractual, consultant, and subaward agreements that are part of the completion of the project. A subaward is an award provided by the non –federal entity to a subrecipient for the subrecipient to carry out part of a Federal award received by the non-federal entity. Contractual/consultant costs are expenses associated with purchasing goods and/or procuring services performed by an individual or organization other than the applicant in the form of a procurement relationship. If there is more than one contractor or consultant or subaward, each must be described separately. As needed, please add and subtract rows using the plus and minus sign in the left ribbon of the table.

Type Contractual Name/Organization Hourly Rate/Flat Rate Funds Requested Match Value Match Type Contractual/Consultant Subtotal

CONTRACTUAL JUSTIFICATION

Provide for each of your real or anticipated contractors listed above a description of the project activities each will accomplish to meet the objectives and outcomes of the project. Each section should also include a justification for why contractual/consultant services are to be used to meet the anticipated outcomes and objectives. Include timelines for each activity. If contractor employee and consultant hourly rates of pay exceed the salary of a GS-15 step 10 Federal employee in your area, provide a justification for the expenses. This limit does not include fringe benefits, travel, indirect costs, or other expenses.

FOR EXAMPLE:

Contractual 1: Justification Contractual 2: Justification

CONFORMING WITH YOUR PROCUREMENT STANDARDS

OTHER

Include any expenses not covered in any of the previous budget categories. Be sure to break down costs into cost/unit. Expenses in this section include, but are not limited to, meetings and conferences, communications, rental expenses, advertisements, publication costs, and data collection. If you budget meal costs for reasons other than meals associated with travel per diem, provide an adequate justification to support that these costs are not entertainment costs. As needed, please add and subtract rows using the plus and minus sign in the left ribbon of the table.

Other Item Description Cost per Unit Number of Units Acquisition Date Funds Requested Match Value Match Type Other Subtotal

OTHER JUSTIFICATION

Describe the purpose of each item listed in the table above and how it is necessary for the completion of the project's objective(s) and outcome(s). Please note, the Supply Chain Coordination justification should be broken down within the budget narrative in Appendix A.

FOR EXAMPLE:

Other 1: Justification Other 2: Justification

INDIRECT COSTS

Indirect costs (also known as “facilities and administrative costs” --defined at 2 CFR §200.1) represent the expenses of doing business that are not readily identified with a particular grant, contract, or project function or activity, but are necessary for the general operation of the organization and the conduct of activities it performs. For the indirect cost formula and additional information, refer to Section 4.2 of the RFA.

Indirect Cost Rate (%) Funds Requested Match Value Match Type Indirect Subtotal

PROGRAM INCOME

Program income is gross income—earned by a recipient or subrecipient under a grant—directly generated by the grant-supported activity or earned only because of the grant agreement during the grant period of performance. Program income includes, but is not limited to, income from fees for services performed; the sale of commodities or items fabricated under an award (this includes items sold at cost if the cost of producing the item was funded in whole or partially with grant funds); registration fees for conferences, etc. As needed, please add and subtract rows using the plus and minus sign in the left ribbon of the table.

Source/Nature of Program Income Description of how you will reinvest the program income Funds Expected Program Income Table Income Total

QUALIFYING FOR PRIORITY CONSIDERATION

Food Access Research Atlas (Atlas) http://www.ers.usda.gov/data-products/food-access-research-atlas.aspx Once you enter the Atlas, check one of the four the map layer(s) that applies to the proposal's targeted community.

Picture showing the Low Income and Low Access layers on the Food Access Research Atlas website.

Zoom in on the map to identify your community. Clicking on your targeted area will produce the census tract and additional information about the locale. In the example below, the dark green area qualifies as low income and low access, and the census tract would be 35047957600.

Picture showing a heat map of census tract areas on the Food Access Research Atlas website.

EQUAL OPPORTUNITY STATEMENT

USDA is an equal opportunity provider, employer, and lender.

PAPERWORK BURDEN STATEMENT

According to the Paperwork Reduction Act of 1995 (44 U.S.C. 3501), an agency may not conduct or sponsor, and a person is not required to respond to a collection of information unless it displays a valid OMB control number. The valid OMB control number for this information collection is 0581-0240.The time required to complete this information collection is estimated to average 4 hours per response, including the time for reviewing instructions, searching existing data sources, gathering and maintaining the data needed, and completing and reviewing the collection of information.

11.0.9.20201112.2.940716.934558 FMLFPP Turnkey Marketing and Promotion Project Narrative