Urban Agriculture Listening Session Meeting Notes and Summary May 14, 2012 Denver, CO

COFSAC ECONOMIC DEVELOPMENT MEETING NOTES

Colorado Food Systems Advisory Council

www.cofoodsystemscouncil.org

Economic Development Subcommittee Members

Subcommittee Chairperson: Barbara Marty, Producer Jim Isgar, State Director, USDA Rural Development Bill Stevenson, Director of Co-operative Development, Rocky Mountain Farmers Union Cynthia Torres, Director, Colorado Farmers' Market Association Linda Yoder, Producer

Additional Council Members

Jane Brand, RD, SNS, Nutrition Unit Director, Colorado Department of Education Mary Lou Chapman, President & CEO, Rocky Mountain Food Industry Association Amber Clay, Farmer and Bookkeeper Patricia Daniluk, M.S., R.D., Nutrition Services and WIC Director, Colorado Department of Public Health & Environment Karen Falbo, CN, Nutrition Program Manager, Natural Grocers by Vitamin Cottage Pat Kendall, Ph.D., R.D., Associate Dean for Research, College of Applied Human Sciences, Colorado State University Julie Kerksick, Director, Office of Economic Security, Colorado Department of Human Services Andrea Rouge, Director, Cooking Matters

Staff Members
Wendy Peters Moschetti, Principal, WPM Consulting LLC Megan Phillips, Food Systems and Policy Associate, WPM Consulting LLC Lauren Tatarsky, Business Administrator, WPM Consulting LLC www.wpmconsulting.net

COFSAC ECONOMIC DEVELOPMENT MEETING NOTES

Table of Contents
I. INTRODUCTION ............................................................................................................................................. 4 ABOUT THE COLORADO FOOD SYSTEMS ADVISORY COUNCIL .......................................................................................... 4 INTENT OF LISTENING SESSION .............................................................................................................................................. 4 FORMAT ....................................................................................................................................................................................... 4 II. SUMMARY OF INDIVIDUAL RESPONSES ............................................................................................... 5 CURRENT COLORADO BASED MARKETS ............................................................................................................................... 5 KEY MOTIVATORS ..................................................................................................................................................................... 5 PRIMARY BARRIERS .................................................................................................................................................................. 5 STRATEGIC OPPORTUNITIES ................................................................................................................................................... 6 ADDITIONAL QUESTIONS AND ISSUES ................................................................................................................................... 7 III. MOVING FORWARD ................................................................................................................................... 8 V. APPENDICES .................................................................................................................................................. 9 APPENDIX A: ECONOMIC DEVELOPMENT SUMMIT INDIVIDUAL QUESTIONNAIRE ....................................................... 9 APPENDIX B: MEETING AGENDA ......................................................................................................................................... 11

COFSAC ECONOMIC DEVELOPMENT MEETING NOTES

I. Introduction
About the Colorado Food Systems Advisory Council
The Colorado Food Systems Advisory Council (COFSAC) was created in 2010 through Senate Bill 10-106 as an advisory committee to foster a healthy food supply available to all Colorado residents while enhancing the states agricultural and natural resources, encouraging economic growth, expanding the viability of agriculture, and improving the health of our communities and residents. The Council consists of thirteen appointed members who represent a diverse selection of stakeholders from the entire food system. The Council is composed of three subcommittees: Communications, Healthy Food Access, and Economic Development. Additional members from across the state serve on each subcommittee. For more information about COFSAC, please visit www.cofoodsystemscouncil.org.

Intent of Listening Session

The Economic Development Subcommittee has been hosting a series of "listening sessions" around the state over the past 6 months to better understand the barriers and opportunities for opening or expanding entry into Colorado-based direct markets for Colorado-grown foods. So far, the subcommittee has heard from community members across the Western Slope and around Pueblo, urban growers in Metro-Denver, and attendees at the Governors Ag Forum and the Colorado Farmers Market Associations Annual Meeting. The intention of these listening opportunities is to hear from farmers, ranchers, food processors, and agriculture support groups about various business models and market strategies that could open new or strengthen existing markets in Colorado. Specifically, the Council hopes to hear about: What is working and what isnt in the area? What challenges are faced when trying to access local markets? Are there apparent solutions?

On May 14th, 2012, COFSAC hosted a listening session with urban agriculture producers in and around the Denver Metropolitan area in order to further understand opportunities and barriers unique to urban agriculture production.

Format
Blake Angelo, Urban Agriculture Specialist with Colorado State University Extension, facilitated the days conversation. Barb Marty opened the event with a brief introduction and overview of COFSAC and previous listening sessions. Before the public discussion started, attendees were asked to fill out a brief questionnaire individually. This questionnaire is available in Appendix A and these questions served as a framework for the public discussion. The discussion was facilitated in a round table format, with specific producers asked specific questions by Blake Angelo, and COFSAC members asking follow up questions. Interested members of the public were invited to sit back and listen to the conversation. At the end of the two-hour meeting, members of the public were encouraged to ask the producers and council members questions. Please see Appendix B for the event agenda.

COFSAC ECONOMIC DEVELOPMENT MEETING NOTES

Adam Brock, Executive Director of the GrowHaus, facilitated a tour of the facilities and discussed the future of the organization. This tour was followed by another tour of nearby Project Angel Heart, led by Erin Pulling- Executive Director.

II.

Summary of Individual Responses

The primary themes we heard at the urban agriculture listening session are summarized below. Detailed notes are available by emailing Megan Phillips at megan@wpmconsulting.net.

Current Colorado Based Markets

Participants were asked to list Colorado based markets that they currently participate in. This is what they listed and the number of times it was listed: Mo Betta Green MarketPlace (4) On site farm stand (3) CSA (2) Produce stand at schools, CSA for school teachers Donated to volunteers, community members, nonprofits Restaurants Specialty market Neighborhood markets in Westwood

Key Motivators
Participants responded to the question: what does or would motivate producers to engage in Colorado-based markets (either selling in to or buying Colorado products)? Common responses that we heard include: Market Access o Co-operative distribution to larger wholesale markets o City, county, and state governments with local procurement policies o Better distribution channels o More neighborhood based markets and farm stands o Better access to EBT supported markets Supporting Local Economies/Communities o Selling to a consumer base that cares about food and agriculture o Desire to engage in an alternative food system, to provide food directly to people Financial Incentives o Tax incentives for leasing vacant land to food production operations o Incentives for restaurants to purchase local foods o Additional taxes on junk food o Organic version of Colorado Proud Education o Consumer education regarding healthy eating and the benefits of local produce

Primary Barriers
Participants responded to the question: What are the barriers to engaging in Colorado based markets? Common responses that we heard include: Lack of Needed Infrastructure COFSAC ECONOMIC DEVELOPMENT MEETING NOTES 5

o Year round access to water o Affordable, leasable land o Transportation and distribution systems o Access to capital for starting a processing business o Affordable irrigation systems and other inputs Regulations o Lack of information about how to comply with regulations at all levels o Insurance required for wholesale distribution o Zoning issues around the farm gate limits business potential because it doesnt allow for produce stands Market Access o Farmers market fees can be restrictive o Restaurants expect consistent access to consistent product o Few restaurants order enough product to justify the delivery expense o Have to sell to schools at lowest price- regularly dont get what the produce is worth o Melons are very hard to sell these days, consumers have an irrational fear of them o Undervaluation and lack of demand for organic foods Size/Competition o Hard for small producers to compete with larger producers and still make a living o Cannot afford organic certification Finances o Start up costs are burdensome o Irrigation equipment has increased insurance premiums o Agriculture is a low income industry o Federal grants are extremely difficult to apply for when working with small staffs

Strategic Opportunities
Participants responded to the question: What would help producers to engage in Colorado based markets? Common responses that we heard include: Market Access o Provided equipment and technical assistance for accessing SNAP users o Increased SNAP enrollment o Need year round marketplaces o Need neighborhood based markets, produce stands, etc. Organized, Coordinated Support o A single point person to ask questions about zoning, regulations, access to resources o Connect local public health departments with local producers in order to increase advocacy for local, health eating o State demonstrate the importance of local agriculture by instating local procurement policies Regulation/Policy o Change zoning to allow neighborhood based farm stands o Financial incentives for saving water with irrigated vegetables versis watered grasses and other landscaping o Consider urban farms parks and recreation, open space, green space, and community education sites instead of agriculture COFSAC ECONOMIC DEVELOPMENT MEETING NOTES 6

Infrastructure o Access to water taps and city water o Permanent land access o List or database of local farmers Education/Technical Assistance/Research o Seminars and workshops on growing, marketing, regulatory requirements o Scale appropriate production research o Labor efficient models o Grant writing o Consumer education and outreach to increase competency for selecting fresh, quality produce o Full economic assessment and valuation of urban agriculture (health care savings, water savings, land degradation, education, etc.) o Assistance with determining production costs by crop in order to assist with price determination

Additional Questions and Issues

Urban agricultural producers face additional challenges when trying to make the business economically viable. This requires additional creativity and diversification of operations. For example, one producer grows vegetables and makes value added products for a restaurant that he also works at, and gets paid hourly. This arrangement guarantees pay, a market for products, and eliminates additional transportation burden. Other issues unique to urban operation are repeated theft of equipment despite increased security measures, excessive amount of time spent talking to passers by about whats going on, working within multiple regulatory areas, and increased development pressure. Several producers have diversified their operations to include gardening classes and private gardening consultations, training new farmers, on farm retail outlets, flower and herb production, etc. Others have explored value added processing and animal husbandry, but access to capital for processing is a barrier and most urban producers do not own their land, which makes caring for animals difficult. Operations located in low-income areas face language and cultural barriers. One youth crew can speak twelve languages cumulatively. These youth are key to engaging the local community in the farm operation. A large concentration of non-profit farms in metro-Denver gives for-profit farms additional competition. Consumers are more willing to support a non-profit organization than a for-profit business. Also, non-profit organizations regularly give their product away for free to volunteers, community members, and food assistance organizations. Grant and foundational support is available for non-profit producers, giving them an additional competitive edge over for-profit farms, when a grant is successfully procured.

COFSAC ECONOMIC DEVELOPMENT MEETING NOTES

III. Moving Forward

The themes and findings from this Urban Ag Listening Session will be integrated into the Council report to Colorados Governor, General Assembly, and House and Senate Committees, as well as public reports summarizing themes and findings from all COFSAC hosted economic development listening session. In order to hear from producers and producer support groups where they are at and to avoid adding more meetings to peoples schedules, the Economic Development Subcommittee has decided to organize additional listening session at existing events, such as a session during the mid-summer Colorado Farm Bureau meeting, and other annual meetings. The Economic Development Subcommittee will continue to vet and refine priority issues and ideas for action that it hears from the field throughout 2012. Subcommittee members will assess key findings and identify which may be ripe for further research and assessment, or additional education and outreach, or perhaps policy or regulatory change. These will be shared in additional reports to the Governors Office and General Assembly, as well as with all council members and council partner organizations in order to inform organizations work plans and project ideas.

COFSAC ECONOMIC DEVELOPMENT MEETING NOTES

V.Appendices
Appendix A: Economic Development Summit Individual Questionnaire
ECONOMIC DEVELOPMENT LISTENING SESSION QUESTIONS FOR PARTICIPANTS

1. Do you currently sell into Colorado-based direct markets? If so, what are some of your primary direct markets?

2. What does/what would motivate growers and value-added producers to engage in Colorado based markets?

3. What are the barriers that prevent growers and value-added producers from engaging in Colorado based markets?

4. What technical assistance or other resources would help growers and value-added producers engage in Colorado based markets?

5. Anything else you would like to add?

6. Would you like to be added to the COFSAC mailing list? You will receive event invitations, quarterly updates, and summary reports. Name:________________________________________________________________________ Affiliation:_____________________________________________________________________ Email Address:__________________________________________________________________

COFSAC ECONOMIC DEVELOPMENT MEETING NOTES

CSU Denver Extension Facilitation Service Survey

PLEASE COMPLETE THE FOLLOWING SO WE CAN CONTINUE TO IMPROVE OUR SERVICE Part I. DISCUSSION CONTENT Agree Neither Agree Disagree After todays discussion: or Disagree 1. I have an increased understanding of community needs and/or assets 2. I made new connections with members of my community/industry 3. I have an increased understanding about public policy issue(s) 4. I am more prepared to dialogue about our local food system 5. I would like to participate in future food system education/professional development opportunities 6. I would like to participate in additional food system collaboration/partnerships Part II. FACILITATION Agree Neither Agree Disagree After todays discussion: or Disagree 7. The facilitation process helped our group take steps to accomplish the stated goals 8. The facilitated discussion was valuable to me or my company/organization/community 9. The facilitated discussion helped clarify difficult issues 10. The process and steps of community facilitation were clearly articulated 11. The facilitator remained neutral through the entire discussion 12. The facilitator maintained an appropriate speed for the discussion 13. The facilitator accommodated a wide variety of styles and approaches Part III. OVERALL FEEDBACK 1. Please rate the overall effectiveness of the facilitation process (Circle One) Extremely Satisfied Satisfied Not satisfied 2. Do you have any specific feedback that could improve our facilitation process? ___________________________________________________________________ ___________________________________________________________________ COFSAC ECONOMIC DEVELOPMENT MEETING NOTES

Appendix B: Meeting Agenda Urban Ag Listening Session The GrowHaus 4751 York St, Denver CO 80216 May 14th, 2012
11:30 am 12:00 pm Check-in and Networking Salad bar featuring GrowHaus greens to complement your brown bag lunch Welcoming Address Introduction and moderation by Blake Angelo, CSU Extension Personal introductions by featured guests Overview of Colorado Food Systems Advisory Council by Barb Marty, Chairperson of the Economic Development Subcommittee Round Table Discussion What does/what would motivate growers and value-added producers to engage in Colorado based markets? What are the barriers that prevent growers and value-added producers from engaging in Colorado based markets? What technical assistance or other resources would help growers and valueadded producers engage in Colorado based markets? Public Discussion and Open Question and Answer Closing Remarks Tour of GrowHaus (stay on site) Tour of Project Angel Heart and Networking Cookies and Beverages provided (see directions and map on reverse side)

12:20 pm

1:20 pm 1:50 pm 2:00 pm 2:45 pm

COFSAC ECONOMIC DEVELOPMENT MEETING NOTES

COFSAC ECONOMIC DEVELOPMENT MEETING NOTES