DESCRIBE ANY UNEXPECTED RESULTS OF THE PROJECT:

Over the course of this project, unexpected negative influences on this project have included the impact of adverse weather conditions on the viability of farm businesses as well as the lingering impact and changed market outlet dynamics stemming from the pandemic. Both of these influences further emphasize the need for wrap-around agricultural resource provider assistance in mitigating risks for agribusinesses.

Another unexpected result over the course of the project has been the challenge of low workshop evaluation completion associated with workshops as well as consultations. As noted in previous reporting, this issue is somewhat understandable due to the lack of evaluation accountability in a virtual format as compared to in-person meetings. While there are strategies to partially remedy this issue, ultimately it is expected that virtually/remotely held workshops and consultations will continue to result in lower survey completion as compared to in-person meetings. For in person meetings, being able to include an additional staff members to meetings with the responsibility of survey management has been shown to be a successful strategy, as often staff become preoccupied with workshop presentations, providing assistance, or general meeting management and as a result, survey dissemination and collection becomes a lessened priority.

An additional unexpected result was the lack of farm participation in SBC classes in Q3 of 2022. Only one workshop (agritourism focus) out of 10 promoted had farm attendees. In reflecting on this issue, while workshop participation was less than desired, one can reason that the tail end of the traditional growing season is not a time of year when farms are often actively looking to improve financial and business management systems, but rather simply closing out the year with the systems they have been operating with. 

One of the standout unexpected positive results from this project was the observed value of hosting farmer to farmer learning sessions around more specific topics. While the specificity of a workshop topic does often contribute toward lower learning session attendance in comparison to a more general topic, in regards to quality of conversation, these more focused topics allowed for greater depth and connectivity stemming from the shared experiences and issues held by those in attendance. This was experienced with ASAP’s agritourism workshop as well as workshops held on topics related to climate resilience and managing impacts of flooding.

HOW WOULD YOU IMPROVE THE PROJECT IF YOU WERE TO DO IT AGAIN?

To improve this project, additional efforts could be made over the course of the project to create buy-in among SBC and NC Extension staff across the WNC region in addition to the primarily project leads. While response from our SBC and NC Extension leads was strong, having directors and agents from across the region more engaged and informed about the project could support better outreach, communications, and data collection, particularly with consultations. As with many partners and collaborators, both SBC and NC Cooperative Extension have experienced a significant amount of employee transition and turnover over the course of this project, which impacted their ability to execute their pieces of the project to a fuller extent.

Additionally, attendance at ASAP’s annual Business of Farming conference was lower than anticipated in February 2021 due to the Covid pandemic and caps placed on room numbers in the workshops. As a result, we conducted additional 1:1s to make up for the low numbers. This was a valuable way to connect with farmers, but not an efficient use of staff time. In the future, we anticipate conference numbers to rebound so we can find a better balance in delivering quality services to farmers across our region.

WHAT WERE THE KEYS TO SUCCESS FOR YOUR PARTICIPANTS?

The keys to success for project participants was the ability to tap into appropriately scaled wrap-around services to better manage marketing, production, and financial risks. Participants benefited from the range of training and technical assistance delivery models as well. High level training offered comprehensive risk management tools, strategies, and resources that moved beyond theory into real-world applications. Farmer-to-farmer learning provided local context, peer support, best practices, and lessons-learned across topics. One on one support across ASAP, AB-Tech Small Business Center, and NC Extension offered participants Individualized assistance across an array of risk management needs and resources.

INDIVIDUAL STORIES / EXAMPLES OF SUCCESS / QUOTES

Stories

ASAP provided multiple consultations to a regenerative livestock producer in McDowell County, pertaining to expanding their customer base, connecting to market outlets, strategies for improving sales within current market outlet channels, launching agritourism offerings, and access to capital, among many other topics. This farm’s production practices, and their commitment to a regenerative and organic approach to animal husbandry, consequently results in a product that is often priced higher than what consumers identify as comparable products.  In turn, for this farm, there is a greater need for consumer education and communication of values to properly highlight the differential qualities of their product.

In pursuit of this identified strategy, this farm has engaged several ASAP programs at the recommendation of ASAP staff. The farm applied for and received funding for ASAP’s Appalachian Grown Cost Share which provides 75% reimbursement for custom marketing and packaging projects. Through the use of this program, the farm was able to develop a rack card to communicate their farm’s values when they are unable to have a physical presence at point of sale, and are currently working on creating a video of their farm and production practices in which they can share with current and potential buyers/supporters.

Next, the farm’s best restaurant partner held a dinner event highlighting this farm and their offerings, which was promoted through ASAP’s network. Through this dinner (which sold out all available tickets), the farm was able to directly connect to and form relationships with individuals interested in their product, as well as deepen the relationship between farm and restaurant buyer. Additionally, during this dinner, the farm was able to promote their presence on ASAP’s Farm Tour.

In preparation for ASAP’s Farm Tour, this farm was invited to participate in an on-farm agritourism consultation. Additionally, they attended ASAP’s annual Agritourism Workshop and were able to network with other current and prospective agritourism farms, and learn about marketing, financial, and legal risk through presentations from ASAP, a local lawyer, and local insurance agent specializing in agritourism. Through this workshop, they were able to glean strategies for improving agritourism-driven on-farm sales and connections, as well as identify strategies for mitigating legal risks.

Finally, this farm participated in ASAP’s Farm Tour in September, and over the course of two days, welcomed over 200 visitors to their farm. Through this event, they were able to sell product direct to consumer while physically showing interested consumers their production practices and ethos behind their farm business. Building off this positive and profitable direct marketing experience, the farm has modified their market outlet strategy, and intends to vend at a robust Asheville winter farmers market beginning in January of 2023.

The resources and support provided to this farm are a strong example of how building a marketing and market outlet plan is typically a gradual and multistep approach that requires considerable amounts of time to properly manage risk and maximize opportunity. A quote from this farm can be found in the “Quotes” section of this report.

Quotes

“I wanted to say thank you for all of your help throughout the year. We have been able to pick up a number of customers through our collaboration with ASAP. I know we talked earlier in  the year about us potentially doing a winter farmers market. We would like to start  taking steps to make that happen…” - Farmer case study farm 

“Thank you again for meeting with me. You have definitely given me the direction I need!" - Farm feedback after ASAP consultation

"I'm a raving fan of ASAP and willing to help you anyway I can." - Farm feedback after ASAP consultation