Farms, Markets, and Food Systems

Focus Groups

December 7, 2016

Agenda

Overview

• Farmers Market Study - background, mission & goals

• Why we’re here tonight

• Charlotte area markets

• What we’ve heard

• Your thoughts

• What’s next

2015 City Council referral

• Markets as community assets,

entrepreneurship opportunities,

and food access

• N.C. State Farmers Market on

Yorkmont attendance

Background

Miss ion

Develop a recommendation for a Charlotte market system that supports farmers, entrepreneurship, and food access

while building community and place throughout Charlotte and the region.

Farmers Market Team

Tom Warshauer N&BS, Community Engagement

John Short N&BS, Community Engagement

Lori Lencheski N&BS, Economic Development

Jason Lawrence CATS

Johanna Quinn CDOT

Melia Gordon City Manager’s Office

Chandler Crofts Engineering & Property Management

Elliott Royal Mecklenburg County Health Dept

Alberto Gonzalez Planning

Katrina Young Planning / Zoning

Farmers Market Study Goals

Identify opportunities & develop strategies to improve:

Retail Market System

Wholesale System

Food Access Community and Place

Farmers Market Study Goals

Identify opportunities & develop strategies to improve:

Retail Market System

Wholesale System

Food Access Community and Place

• Markets build community pride and sense of place

• 15-20 social interactions per visit (1-2 @ grocery stores)

• Economic impact

• As much as $7.80 of every $10 remains in community supporting local jobs & businesses

• Region’s residents spend $662 M on fresh produce that could be grown locally

• Little supply-chain infrastructure exists in our region

• Approx. 14% of population lives in poverty

• Lack of access to healthy food impacts quality of life

Stakeholder input is critical. We need your help to:

• Shape how we move forward: – What are the right questions we need to be asking? – What is the right direction we need to be moving in?

• Help us understand where issues and

opportunities exist

• Help us fill in the gaps – what are we not thinking of?

Why We’re Here

• Funded and managed by

N.C. Department of Agriculture & Consumer Services

• Committed to current location

• Attendance lower than comparable N.C. markets

Char lotte Regional Farmers Market

Attendance Acres Selling Space / Amenities

Charlotte 546,638 22 • 45K sf retail space • 21K sf greenery shed

Asheville 1.4 Million 36 • 100K+ sf retail space • Wholesale area, garden center,

restaurant

Piedmont-Triad 1.8 Million 77 • 45K sf retail space • Garden center, wholesale, restaurant

Raleigh 3.5 Million 75 • 61K sf retail space • Wholesale terminal, outdoor space,

3 restaurants

N.C. State Farmers Markets

Asheville Piedmont-Triad Raleigh

Char lotte Market Network

28 smaller markets in Mecklenburg County

Char lotte Market Network

• Indoor Markets o Atherton Market o 7th Street Market

• Private Markets

o Kings Drive market o Newell Market o Cotswold Market

• Municipal markets

o Davidson o Matthews

• County Market o Rosa Parks

Vendors at the Charlotte State Market

Most are within 50-mile radius

50

100

175

20

10

What We’ve Heard Publ ic Markets

• Nationally, the number of farmers markets is growing – 5x as many in 2016 as in

1994

• Farmers value consistency (days of operation, proven attendance, space) and may have less flexibility with smaller markets

• EBT perceived as a challenge

• Consumers enjoy having the actual farmer present; increases sales for farmer, too

• Developers are responding to growing demand; creating new market opportunities (Highland Mills)

What We’ve Heard Other U.S. Markets

• Open air or enclosed space

• Located in or near downtown areas

• Smaller sites, 1-4 acres or a few downtown blocks

• On-site dining options

• Year-round destination

• Offer more than food (e.g. arts & crafts)

What We’ve Heard Farmers

• 9,721 farms in 14 county region; most are small farms with sales less than $10,000 (2012)

• Direct-to-consumer sales continue to increase; CSA subscriptions are also becoming more popular

• Potential to expand local markets for local farm products

• Sustainability will require younger

generation of farmers; average age in N.C.: 57

What We’ve Heard Food Access

• 14.2% of Mecklenburg County residents live in poverty

• 16% receive Food & Nutrition

Services (FNS)

• 16% of households with children face food security issues in Meck County (9% national avg)

• Chronic diseases linked to poor diets is increasing; low-income families are more susceptible

• Studies show correlation between local, healthy foods and positive health impacts

• Interest in fresh, local food products is on the rise

• Boom in “healthy fast-casual” restaurants (30% growth in sales in 2014 compared to 2.4% fast-food sales)

What We’ve Heard Restaurants/Entrepreneurs/Distributors

• 41% of chefs believe environmental sustainability will be the hottest trend over the next decade, followed by local sourcing (21%) and nutrition (14%)

• Lack of adequate infrastructure to supply restaurants and institutional buyers

Tonight ’s Discuss ion

Four breakout groups:

Farmers Market administrators Restaurants/entrepreneurs/distributors Food access & security

Table moderators will be with each group to facilitate discussion

Breakout Sess ion 1

• What is currently working well?

• What challenges are you experiencing?

Report Out & Discussion −What is currently working well?

−What challenges are you experiencing?

Breakout Sess ion 2

Let’s discuss how to achieve a better market system:

– What questions would it be helpful to have answered?

– What information/research would be helpful to have?

Report Out & Discussion

– What questions would it be helpful to have answered?

– What information/research would be helpful to have?

What ’s Next?

• January 2017: Findings of tonight’s meeting will

be compiled and shared

• Early 2017: release Request for Proposal for

consultant(s) to help move us forward

• Updates at charlottenc.gov/nbs/ce

More Informat ion

More information on the Farmers Market Study: Neighborhood & Business Services Community Engagement John Short: jshort@charlottenc.gov Neighborhood & Business Services Economic Development Lori Lencheski: Lori.Lencheski@charlottenc.gov Planning Department Alberto Gonzalez: agonzalez@charlottenc.gov Katrina Young: kjyoung@charlottenc.gov

http://charlottenc.gov/nbs/ce