603-528-1990 nhfma.org
In partnership with NHMade.com
1. Form SF–424,
‘‘Application for Federal Assistance.’’
2. Form SF–424A,
‘‘Budget Information—Non-Construction Programs.’’
3. Form SF–424B,
‘‘Assurances—Non- Construction Programs.’’
4. DUNS Number—072227-7499
5. Eligibility Statement.
The New Hampshire Farmers’ Market Association (NHFMA) is composed of all 50+ NH farmers’ markets. NH farmers’ markets have grown from 29 markets in 2001, to 38 in 2002, 45 in 2003, 52 in 2004, and 54 in 2005.
The NHFMA is organized as a special committee of New Hampshire Stories, Inc., a New Hampshire Nonprofit Corporation and an IRS recognized 501(c)3 nonprofit corporation doing business as NH Made, (NHMade.com). The NHFMA also functions as a Regional Farmers’ Market Authority, but it does not have legal enforcement.
The mission of the NHFMA is to educate the general public on
the benefits of a healthy lifestyle acquired through locally grown agricultural
products. We are dedicated to helping
consumers understand the economic, social and ecological benefits of this
lifestyle for themselves as well as for local farmers, growers and
producers. The NHFMA seeks to educate
local producers on best management practices and common operating procedures
through a variety of means including workshops, seminars and multi-media. The NHFMA works to provide the educational
assistance, support and training that local producers need to provide healthy
food in an ecologically sound manner.
Through education and member participation, the NHFMA strengthens
The NHFMA mission fits very well within the basic goals of
NH Made, nhmade.com, (New Hampshire Stories, Inc.) which seeks to promote the
value and uniqueness of
6. Proposal Narrative:
a. Project Title: Buy Local NH Agriculture.
b. Executive Summary:
The NHFMA, will partner with NH Made and the recently formed NH Agriculture Marketing Council (consisting of representatives from agricultural associations, non-profit organizations and the private sector) to develop a statewide “Buy Local NH Agriculture” project, using “Supporting Buy Local Campaigns & Farm to Institution Projects (NESARE 2003)” as a model and strategic guide.
The NHFMA, with Jack Potter, President, as primary project
manager, will be managing the roles,
responsibilities, timelines and goals.
Using the statewide network of farmers markets as a launching vehicle,
the Buy Local NH Agriculture
campaign will be accomplished in stages to include:
1) the development and distribution of
promotional tools,
2) a coordinated advertising and media strategy
with special events;
3) the development of a set of NH market
guidelines; and
4) the subsequent training of market managers
and of vendors.
This project will be started upon notification of the grant award and will continue well beyond the 18 month grant period as the separate stages of the grant are accomplished. Project resources will come from the affiliated government, non-profit and private organizations, grant funds, and that greatest source of Yankee pride—the independent volunteerism within our farmers’ markets and agricultural organizations.
c. Goals of the Project.
1) A successful project will result in increased purchases and demand for products at New Hampshire farmers’ markets because of greater consumer recognition of the Buy Local NH Agriculture Campaign program.
2) The success of this project will lead to the development and continuation of a more comprehensive statewide Buy Local NH Agriculture well beyond this project.
d. Background Statement. Provide information regarding past, current, and/or future events, conditions, or actions taken that justify the need for the project.
Three key issues
are affecting the NH agricultural industry: 1) fewer people have a connection
to agriculture and an understanding of where food and other products come from,
2) consumers have difficulty identifying where local goods can be purchased
(Giraud, et al, 2005), and 3) there is tremendous competition to local products
from other parts of the USA and the world which only compounds the confusion
for the consumer over what is truly local.
The majority of NH
agricultural operations market their products through direct sales venues
including farm stands, harvest your own, greenhouse/nursery, custom production
and farmers’ markets—the bright spot in NH agriculture,
according to our Commissioner of Agriculture (Taylor, 2002). Over 300 vendors sell local produce at the
50+ farmers’ markets across the state.
Funding is the most significant challenge to promoting a Buy Local NH Agriculture effort. As a small state with very little state funding for agricultural marketing, the NHFMA and its partners have become very creative developing grass-root agriculture marketing efforts, as well as seeking grants and sponsorships. These efforts have been recognized at many national conferences. We are at a point where we need additional resources and funding to move our marketing to the next level.
e. Workplan and Resource Requirements.
The Buy Local NH Agriculture project includes a number of separate but related elements that collectively work together to meet our goals. Where possible, every element will promote both nutrition and agriculture, and include outreach information on programs such as the Farmers’ Market Nutrition Programs (FMNP) and the Food Stamp Programs, to include EBT. Each element of that project is described below to include the specific data items requested under paragraph e. Workplan and Resource Requirements within the framework of the grant categories. These projects include newspaper, radio and television ads, as well as educational kits for school children, standardized signage for vendors, a set of guidelines for vendors and finally a follow-up survey of vendors to gauge the success of this endeavor.
The start date on these project elements will depend upon the receipt of the grant funding. As most of the projects will require development in advance of implementation, we anticipate that most of the elements will be developed with the 2007 farmers’ market season in mind. The total budget for this project is $73,144.83 ($6,649.53 in indirect costs—10% of the project cost of $66, 495.30).
1. Innovative
Approaches to Market Operations and Management—Projects that address
operational or marketing opportunities and issues of markets and/or
farmers/vendors to: Enhance product value and sales; increase revenue and
efficiency; or reduce expenses.
Advertising
and market
promotion.
(1) Print and Newspaper promotion
- Scope of work: Develop ½ page ads in several NH newspapers with significant circulation within geographic areas. Each ad will promote the portion of the market season and will promote the Farmers’ Market Nutrition Program and the Food Stamp program. Collaboration with the NH Ag Marketing Council will be sought to promote additional ads by related farmers’ markets, their vendors and related agri-businesses. Several newspapers have indicated they will be willing to write an article or two on markets in their geographic area. The goal is to be able to fill a newspaper page with relevant, germane agricultural information. In addition, ads will be placed in regional publications to reach greater consumer diversity. Lastly, a generic brochure on farmers’ markets will be developed and printed.
- Anticipated stages and timelines: 3 periods during the 2007 market season in late May, prior to the opening of market season; in conjunction with Farmers’ Market Week in August; and in September. Numerous ads with regional publications will occur throughout the 2007 market season. The brochure will be developed and printed prior to the NH Farm & Forest Exposition where the NHFMA has an educational booth.
- Resources required to complete the project: $22,349.80 ($12,295.80 for newspaper ads; $7,304 for regional publications and $2,750 for a brochure).
- Who will do the work: The NHFMA board of directors will work with its partners and the newspapers.
- Role(s) and responsibilities of each collaborator or project partner: Collaboration with the NH Ag Marketing Council will be sought to promote additional ads by related farmers’ markets, their vendors and related agri-businesses.
(2) Radio promotion
- Scope of work: The NH Radio
Network (NHRN) will appear at three
- Anticipated stages and timelines: 3 periods during the 2007 market season in late May, prior to the opening of market season; in conjunction with Farmers’ Market Week in August; and in September.
- Resources required to complete the project: $5,500
- Who will do the work: The NHFMA board of directors will work with its partners and the NH Radio Network.
- Role(s) and responsibilities of each collaborator or project partner: Collaboration with the selected farmers’ markets and the NH Ag Marketing Council will be sought to further these events.
(3) TV promotion
- Scope of work: Develop a 30 second television spot and purchase air time to run the spots.
- Anticipated stages and timelines: 3 periods during the 2007 market season in late May, prior to the opening of market season; in conjunction with Farmers’ Market Week in August; and in September. Also, a copy of this television spot will be provided to the NH Department of Agriculture to be included in a series of spots they already run
- Resources required to complete the project: $9,350 ($2,750 to create the spot and $6,600 to purchase time to air the spot).
- Who will do the work: The NHFMA board of directors will work with its partners and the local television station, WMUR-TV.
- Role(s) and responsibilities of each collaborator or project partner: Collaboration with the featured farmers’ markets and the NH Ag Marketing Council will be sought.
(4) Ag in the Classroom kits for markets
- Scope of work: Develop educational materials for use by the 50+ farmers’ markets. These kits will be developed to provide information on nutrition and agriculture to children using a variety of entertaining, yet educational materials. By giving children knowledge about nutrition and agriculture and their effects on themselves and their world, we will enable children to make informed decisions as that will carry forward as they become future consumers and purchasers.
- Anticipated stages and timelines: These Ag in the Classroom promotional kits will be developed prior to the 2007 market season.
- Resources required to complete the project: $4,950.
- Who will do the work: The NH Ag in the Classroom Coordinator has offered to coordinate the development of these kits.
- Role(s) and responsibilities of each collaborator or project partner: The NHFMA board of directors will provide oversight in collaboration with the farmers’ markets and the NH Ag Marketing Council.
(5) Labeling and signage.
- Scope of work: Provide various signage options to the farmers’ markets to include products such as NHFMA/NH Made farmers’ market banners, flags, bumper stickers, buttons & pins. All will feature the NHFMA/NH Made logo.
- Anticipated stages and timelines: These signage kits will be developed during the 2006 market season and distributed upon grant funds availability.
- Resources required to complete the project: $12,430.
- Who will do the work: The NHFMA board of directors will work with its partners and members of NH Made to develop and acquire the signage items.
- Role(s) and responsibilities of each collaborator or project partner: The NHFMA board of directors will provide oversight in collaboration with NH Made and the NH Ag Marketing Council.
2.
Improving Access to Relevant Marketing and Financial Information— Projects that
provide opportunities and promote training, education, networking, and
information sharing for farmers, vendors, market management, and market
sponsors. These projects are
designed to enhance sales volumes, self sufficiency, and product
security/safety. Project focuses may address:
Direct marketing
practices
and methods, business planning, market growth management, recordkeeping, food
handling and safety, farmer and vendor selection, recruitment, and retention.
(6) Guidelines
- Scope of work: Develop the NH Guidelines for Selling at a Farmers’ Market to be published on the NHFMA web site with reciprocal links to other NH agricultural and governmental organizations. The guidelines will include information on basic market organization and governance and important items of consideration for new market planners.
- Anticipated stages and timelines: The guidelines will be developed prior to the 2007 market season.
- Resources required to complete the project: $7,562.50
- Who will do the work: Under a flat hourly fee contract, a local contractor will do the research, editing and prepare the basic web pages for posting on NHFMA.org.
- Role(s) and responsibilities of each collaborator or project partner: The NHFMA board of directors will provide oversight in collaboration with the contractor, the NH Ag Marketing Council and the various NH governmental agencies.
(7) Results Survey
- Scope of work: To measure results, farmers’ market vendors, market & community managers and randomly selected consumers will be surveyed to determine increases in sales and other improvements.
- Anticipated stages and timelines: Farmers’ market vendors, market & community managers and randomly selected consumers will be surveyed early in the project and again during and at the end of the project.
- Resources required to complete the project: $3,003
- Who will do the work: The NHFMA board of directors will conduct this survey along with volunteers.
- Role(s) and responsibilities of each collaborator or project partner: The NHFMA board of directors will provide oversight in collaboration with the contractor, the NH Ag Marketing Council and the various NH governmental agencies.
(8) Wireless EBT Terminal Connection Fees
- Scope of work: The NHFMA has participated in a pilot program to place Food Stamp EBT terminals at selected farmers’ markets. The limiting factor in expanding EBT terminals to other markets has been infrastructure requirements, such as landlines, terminal operators, and the need for a market (money) scrip system. Total Merchant Sources has offered to provide free wireless EBT/debit/credit card capable terminals to individual vendors. This project element would provide funding for terminal connection charges for selected vendors markets. The vendors and markets would pay the individual fees per transaction. The selected vendors and markets will proved an after action report of the use of these terminals.
- Anticipated stages and timelines: 2007 market season.
- Resources required to complete the project: $1,350
- Who will do the work: The NHFMA board of directors will coordinate this with 4 selected vendors and two markets.
- Role(s) and responsibilities of each collaborator or project partner: The NHFMA board of directors will provide oversight in collaboration with the selected vendors and markets, the NH Ag Marketing Council and the various NH governmental agencies.
f. Expected Results.
As simply stated in our goals:
1) A successful project will result in increased purchases and demand for products at New Hampshire farmers’ markets because of greater consumer recognition of the Buy Local NH Agriculture Campaign program.
2) The success of this project will lead to the development and continuation of a more comprehensive statewide Buy Local NH Agriculture well beyond this project.
To measure results, farmers’ market vendors, market & community managers and randomly selected consumers will be surveyed early in the project and again during and at the end of the project to determine increases in sales and other improvements.
g. Beneficiaries.
While the obvious beneficiaries of this project include
individual farmers’ market vendors, the markets themselves and their host
communities, and associated agricultural organizations, our most important beneficiaries will be the consumers who will
purchase local products and enjoy Local NH Agriculture.
h. Supplemental Budget Summary. There are no routine operational expenses associated with this grant proposal other than indirect costs of $6,649.53 and $7,562.50 for contractor’s fees. All monies in this project go directly to the accomplishment of the project.
Supplemental
Budget Summary:
•
Personnel. No such funding is requested
within this grant proposal.
•
Travel. No such funding is requested
within this grant proposal.
•
Equipment. No such funding is requested
within this grant proposal.
•
Supplies. No such funding is requested
within this grant proposal.
• Contractual. Project element (6) Guidelines requests $7,562.50 for a flat hourly fee contract ($25 per hour) for a local contractor to research, edit and prepare the basic web pages for posting on NHFMA.org.
•
Indirect Costs. This project requests $6, 374.53 in indirect costs—10% of the
project cost of $63, 745.30, making the total cost of the project,
$70,119.83. This is for accounting
oversight and financial reporting provided by NH Made throughout the grant
period
i. Primary Project Manager Information:
Jack Potter, President, NHFMA (biography attached)
603-528-1990
info@nhfma.org.
7. Methods of Evaluating Proposals.
a. The need for the project.
There are no routine operational expenses associated with this grant proposal other than indirect costs of $6,649.53 and $7,562.50 for contractor’s fees. All monies in this project go directly to the accomplishment of the project.
As stated earlier,
funding is the most significant challenge to promoting a Buy Local NH Agriculture effort. As a small state with very
little state funding for agricultural marketing (NH has not state income tax
nor sales tax), the NHFMA and its partners have become very creative developing
grass-root agriculture marketing efforts, as well as seeking grants and
sponsorships. These efforts have been
recognized at many national conferences.
We are at a point where we need additional resources and funding to move
our marketing to the next level.
b. Direct benefit to farmers/vendors
No farmers or vendors will receive a direct benefit from this grant. All benefits will be indirect to all 50+ farmers’ market vendors, market & community managers and most importantly, to our consumers.
c. Project innovation.
This project is designed to demonstrate the power of a broad, cooperative multi-media advertising campaign. Its innovation lies in the fact that a small, volunteer board of directors is willing to donate many volunteer hours to carry out such an effort that will benefit so many of their peers and their customers within their NH community, region and state.
d. Collaboration/partnerships (include partner qualifications) and farmer/ producer participation.
The NHFMA is proud of its significant level of partnerships—most of these
relationships have been developed by volunteers taking the time and effort to
personally build these relationships (with little or no individual monetary
reimbursement), often working via email and the Internet.
The NHFMA is well-known for operating on a shoestring—we are virtually a guerilla level operation,
as we are an all-volunteer organization. We do not have the personnel nor higher level of funding to travel to conferences and
meetings, to develop, fund and manage marketing campaigns, nor to develop the
educational programs our markets and vendors need to grow further. We would like to take a more active role in
many national level organizations, but have found the greatest payback for our
efforts to be right here in
The members of the
NHFMA board of directors hold volunteer director level positions on a
significant number of related NH boards, e.g., NH Made, NH Farm Bureau, the
Farm to Restaurant Connection, NH Farm & Forest Exposition, NH Agriculture
Marketing Council, Statewide Program of Action to Conserve our
Environment (SPACE), NH Beginner
Farmer network, NH Main Street programs, Hannah Grimes Marketplace and numerous
local boards and committees.
We have well
defined, active partnerships with NH Departments of Health and Human Services
(NHDHHS) and Agriculture, Markets and Food (NHDAMF), the North American Farmers
Direct Marketing Association (NAFDMA) and the Farmers’ Market Coalition (FMC),
the National Association of Farmers' Market Nutrition Programs (NAFMNP), Northeast Organic Farming Association,
Vital Communities, Slow Food International, the Drake University
Agricultural Law Center, etc.
The NHFMA is well known to NH state and federal legislators and has often been called upon for advice and guidance. Working cooperatively, the NHFMA, the chairmen of the NH State Legislature’s Agriculture and Environment Committee, the NH Department of Health and Human Services, the NH Department of Agriculture, and UNH Cooperative Extension, have created a new food processing license category specifically for small farm food producers with residential kitchens. The new license reduces overhead costs to the producer while implementing food safety education.
e. Methodology for quantitative evaluation and measurement of the project’s impact.
To measure results, farmers’ market vendors, market & community managers and randomly selected consumers will be surveyed early in the project and again during and at the end of the project to determine increases in sales, consumer knowledge and other improvements. Market managers will be mailed questionnaires to be given to vendors and randomly selected consumers, with return postage provided. Community managers will be mailed questionnaires with return postage provided. Also, the NHFMA board of directors and volunteers will conduct face-to-face interviews at randomly selected market locations.
f. Project sustainability.
The grant funds requested will sustain this project to its completion, as each of the project elements is a distinct deliverable. Afterwards, elements of the project will remain viable beyond the grant period, such as the radio vignettes (available for public service announcements), the 30 second television spot, the brochure, and most importantly, the NH Guidelines for Selling at a Farmers’ Market to be published on the NHFMA web site.
g. Transferability of project outcomes.
The project elements within this Buy Local NH Agriculture Campaign are designed to and will reach virtually every segment of NH agricultural consumers. They are also designed to demonstrate to agricultural growers and producers the power of a broad, cooperative multi-media advertising campaign. This project helps to further enhance the efforts of the NH Ag Marketing Council, as well as the NHFMA and NH Made. The NH Guidelines for Selling at a Farmers’ Market to be published on the NHFMA web site will serve not only the NH farmers’ market vendors but also those out-of-state vendors who sell at NH markets.
h. Reasonableness of budget.
Every portion of this budget has been developed to maximize farmers’ market exposure via the Buy Local NH Agriculture Campaign effort with as a broad a multi-media campaign as possible. Non-profit advertising rates have been sought as have contractor rates that are reasonable and deliverable. The volunteer hours associated with this budget are substantial.
References
Giraud, K, C. Bond, J. Bond
(2005). "Consumer Preferences for Locally Made Specialty Food Products Across
NESARE (2003). “Supporting Buy Local Campaigns & Farm to Institution Projects: A Resource Manual for Agricultural Professionals”
New Hampshire Stories, Inc. Welcome to
Taylor, Stephen, New Hampshire Commissioner of Agriculture. Personal communication, 2006.
Primary Project Manager Information
Jack Potter
Shaker Woods Farm at Point Comfort
Education:
Graduated,
B.S. in Business Administration,
M.S. in Computer Science, American Technological University,
M.A. in Human Relations (Industrial Psychology),
Military career:
Commissioned,
Retirement:
Moved to NH on
Serves as:
Director, Sanbornton Farmers’ Market;
President,
Vice-President, Belknap
President, Lakes Region Bed and Breakfast Association;
Founder and Secretary-Treasurer,
Treasurer, NH Farm & Forest Exposition
Treasurer, NH Farm to Restaurant Connection;
Member Board of Trustees, NH Made, (NH Stories, Inc;);
Member, NH Farm Viability Task Force
Member Advisory Board, NH Agriculture Marketing Council;
Member Board of Directors, Sanbornton Agriculture and Land Trust;
Member Board of Directors, Sanbornton Historical Document Foundation;
Member Governing Board of Directors, Sanbornton Historical Society;
Member, Advisory Board, Hannah Grimes Marketplace, Inc.
NH Cooperative Extension Master Gardener;
Past Chairman, Sanbornton Planning Board;
Past Chairman,
Past Member, NH State Cooperative Extension Council;
Past Vice-President,
Past Member Board of
Past Member Board of Directors Belknap County Beginner Farmers
Married to Eva Dunn, a retired Air Force Lt Colonel from