[CED/CD/EAT] FW: 2020 USDA-AMS Farmers Market Promotion Program (Application Due Date: May 11, 2020)

Mon Mar 23 14:16:16 MST 2020

FYI...

Jeffrey C. Silvertooth, Ph.D.
Associate Dean
Director of Extension and Economic Development
Division of Agriculture, Life, & Veterinary Sciences, and Cooperative Extension
Forbes 301
University of Arizona
Tucson, Arizona          85721-0036
520-621-7205

From: Gonzalez Jr., Roberto - OPPE, Calexico, CA <roberto.gonzalez at usda.gov>
Sent: Monday, March 23, 2020 2:16 PM
To: Ogden, Kimberly L - (ogden) <ogden at arizona.edu>; Burgess, Shane C - (shaneburgess) <sburgess at cals.arizona.edu>; Hunt, James E - (jeh) <JHunt at ag.arizona.edu>; Pawar, Sangita C - (sangita) <sangita at arizona.edu>; Mester, John Clark - (jmester) <jmester at arizona.edu>; Patten, Kim J - (kjpatten) <kjpatten at arizona.edu>; Coffey, Courtney - (ccoffey) <ccoffey at arizona.edu>; Silvertooth, Jeffrey C - (silverto) <Silver at ag.arizona.edu>
Subject: [EXT]2020 USDA-AMS Farmers Market Promotion Program (Application Due Date: May 11, 2020)

External Email
USDA-AMS Farmers Market Promotion Program funds projects that develop, coordinate and expand direct producer-to-consumer markets to help increase access to and availability of locally and regionally produced agricultural products by developing, coordinating, expanding, and providing outreach, training, and technical assistance to domestic farmers markets, roadside stands, community-supported agriculture programs, agritourism activities, online sales or other direct producer-to-consumer (including direct producer-to-retail, direct producer-to-restaurant and direct producer-to-institutional marketing) market opportunities.

Capacity Building (CB) projects range from $50,000 to $250,000. Community Development Training and Technical Assistance (CTA) projects range from $100,000 to $500,000. A 25% match is required.

ELIGIBLE APPLICANTS: Any organization or institution, including nonprofits with State or IRS 501 (c) status and accredited institutions of higher education, where no part of the organization's or institution's net earnings inure to the benefit of any private shareholder or individual.

How do I Apply for the FMPP Grant? https://www.ams.usda.gov/services/grants/fmpp/how-do-i-apply-fmpp-grant

FMPP funds projects that develop, coordinate, and expand direct producer-to-consumer markets to help increase access to and availability of locally and regionally produced agricultural products. The program focuses on:
* Supporting and promoting domestic direct producer-to-consumer (including direct producer-toretail, direct producer-to-restaurant and direct producer-to-institutional marketing) marketing such as farmers markets, roadside stands, agritourism activities, community-supported agriculture (CSA) programs, or online sales;
* Encouraging the development of value-added agricultural products;
* Developing marketing strategies for producers of local food and value-added products;
* Facilitating regional food chain coordination and mid-tier value chain development;
* Promoting new business opportunities and marketing strategies to reduce on-farm food waste;
* Responding to changing technology needs in direct producer-to-consumer marketing; and
* Covering expenses related to costs incurred in obtaining food safety certification and improvements to food safety practices and equipment.

FMPP offers Capacity Building (CB) and Community Development Training and Technical Assistance (CTA) project types.

CB projects are intended to assist applicants to achieve its mission and build long-term organizational capacity in the development, coordination, and expansion of domestic farmers markets, roadside stands, CSA programs, agritourism activities, online sales, or other direct producer-to-consumer (including direct producer-to-retail, direct producer-to-restaurant and direct producer-to-institutional marketing) market opportunities. CB projects should demonstrate a direct benefit to farm and ranch operations serving local markets (including new and beginning farmers) and maximize the involvement of farmers and ranchers and community organizations. Projects can include, but are not limited to:
* Market analysis and strategic planning for a direct producer-to-consumer market opportunity.
* Local farmer, rancher, or market manager startup training and education.
* Farmers market, roadside stand, CSA, agritourism or online sales activity startup, operation and/or expansion.
* Recruitment, outreach and retention of new and beginning farmers and ranchers, as well as to consumers in support of direct producer-to-consumer markets.

CTA projects are intended to assist applicants' efforts to provide outreach, training, and technical assistance to farm and ranch operations serving local markets and other interested parties for developing, coordinating, and expanding domestic farmers markets, roadside stands, CSA programs, agritourism activities, online sales, or other direct producer-to-consumer (including direct producer-toretail, direct producer-to-restaurant and direct producer-to-institutional marketing) market opportunities. CTA projects should engage a diverse set of local and regional food stakeholders, including farmers and ranchers, to illustrate a substantive effect on the local and regional food system and stakeholders. Projects can include, but are not limited to:
* Conducting statewide or regional training for farmers, ranchers, or managers (i.e., farmers market manager) to help them develop or maintain their own direct producer-to-consumer enterprise.
* Assisting farmers and ranchers in advertising and promoting their locally and regionally produced agricultural products, including value-added products, through training and technical assistance.
* Establishing or expanding producer-to-consumer networks and organizations on a state, regional, and national level, which includes efforts to develop sourcing channels using direct producer-toconsumer market opportunities with corporate, non-profit, and institutional buyers.
* Providing technical support for small- and mid-sized producers to become compliant with regulatory and buyer specifications and standards to increase their direct market opportunities.

For Example

Recipient: California State University, Chico Research Foundation Award Amount: $424,133.00
Chico, CA Match Amount: $106,037.00
Project Type: Community Development, Training, and Technical Assistance Total Project Amount: $530,170.00
Local Producer Marketing, Technical Assistance, and Feasibility
The North State Planning and Development Collective (NSPDC) at California State University (CSU), Chico Research Foundation is proposing to provide comprehensive training and networking opportunities to assist two sectors within the agricultural producers and food manufacturers operating in Northern California: cottage industries poised to scale up production to boutique retail, and artisan producers poised to scale up to regional or national distribution. Currently, there is a limited amount of training available to agricultural producers, processors and manufacturers in Northern California, particularly in the Sacramento Valley. The NSPDC will tap experts to supply this needed technical assistance paired with their own marketing, data and economic analysis expertise. Glenn County has been selected as the focus and location for this project because of its recent successes supporting these sectors and its growing agricultural economy. NSPDC will offer two course series annually, one tract targeting cottage producers and the other tract targeting artisan producers utilizing subject matter experts on the following topics: Small Business Fundamentals; Leveraging Social Media; Sales and Shipping; Identify, Branding and Retail Sales; Exposure and Creating Prestige; and, Growing Out of Direct Sales. The NSPDC proposes to develop a network of successful and seasoned businesses to serve as a mentoring network to younger, less experienced businesses in these sectors. The network will provide expert advice, best practices and other resources as identified by the local food producers, growers and manufacturers. The final product of this proposal is to facilitate a feasibility study for a co-packing facility with a potential location in Glenn County.

Recipient:  University  of  Connecticut  Award  Amount:  $498,811.00
Storrs,  CT  Match  Amount:  $124,843.00
Project  Type:  Community Development, Training,  and  Technical  Assistance  Total Project  Amount:  $623,654.00
Growing Direct Sales for Northeastern Connecticut Farms In the 23 rural towns of Northeastern Connecticut, agriculture and its scenic contributions is widely embraced. The Last Green Valley, a National Heritage Corridor that encompasses much of the region, is a tourist destination known for its quintessential New England rural landscape. Residents take pride in the agricultural heritage of the region, but too few are committed to purchasing food from direct-market producers in their midst. Farmers' markets have low attendance, CSA farms struggle to sign up members each spring, and farm stands have uneven sales. Through this project, UConn Extension and its collaborators aim to increase sales and customers for direct-market producers in Northeastern Connecticut and increase consumption of locally grown food. Our project will 1) invest in a research-informed, audience-centric marketing campaign to increase customers for direct-market producers; 2) deliver community presentations and outreach activities in order to increase the number of residents informed about why, how and where to buy local products; and 3) improve the marketing reach of direct-market producers through new marketing trainings and resources. The project's approach is rooted in UConn Extension's capacity to deliver outreach and facilitate collaboration, the expertise of a professional marketing agency, the regional know-how of key collaborators, as well as the active contributions of a nine-member Farmer Advisory Team. Over the course of three years, the project expects to increase direct-market producer sales by 15%, increase customers by 20%, and expand market opportunities for 70 direct-market producers.

Recipient:  Mississippi State University  Award Amount:  $452,698.00
Mississippi State, MS  Match Amount:  $113,628.00
Project Type:  Community  Development, Training, and Technical Assistance  Total Project Amount:  $566,326.00
>From Gravel Roads to  City  Streets
The project "From Gravel Roads to City Streets" will create economic opportunity, improve access to healthy foods, and strengthen the capacity of regional food systems by improving marketing, enhancing capacity, and recruiting growers for the four existing farmers markets as well as build capacity for local food development in one county (Noxubee) which does not have an existing farmer's market. The project will also involve providing cold storage for the Aberdeen Farmers Market, so that more commodities could be offered at the market and they could host educational cooking workshops in the renovated depot building adjacent to the market space. The objectives of the project will be to 1) increase producer to consumer sales by expanding and diversifying the audience interested in purchasing local food and attending farmers markets; 2) improve product quality, variety and availability at markets by increasing grower participation and offering cold storage in at least one county; and 3) increase direct producer-to-consumer sales of local food products by increasing the availability of licensed local food products in downtown businesses and restaurants.

Recipient:  Board of Regents,  Univ of Nebraska,  Univ of Nebraska-Lincoln  Award Amount:  $207,697.00
Lincoln, NE  Match Amount:  $51,924.25
Project Type:  Capacity Building  Total Project Amount:  $259,621.25
Growing Rural Farmers Markets in Nebraska: Statewide Market Manager and Vendor Training, Promotion, and Coordination
The proposed project will implement a capacity building program to equip market managers and vendors with the skills, knowledge and resources to grow their markets, leading to increased sales for Nebraska producers, greater access to healthy, local agricultural products for Nebraska consumers, and vibrant markets that contribute to the vitality of rural communities. Nebraska Extension, with partners the Center for Rural Affairs (CFRA) and Buy Fresh Buy Local Nebraska (BFBL), will work with 30 farmers markets in Nebraska to adopt best practices developed by the project team. With an emphasis on community engagement, the project team will select markets in communities that strategically align with ongoing efforts by our respective organizations. As the project lead, Extension will draw from our statewide network of educators to engage stakeholders in the nine core communities where in-person trainings will be held (3 per year). Market managers and vendors that serve communities surrounding core communities will be engaged to attend trainings, deliver online and print resources and network with peers. This project will leverage the resources, expertise and networks of the team to deliver training and technical assistance across rural Nebraska to build resilient markets that benefit their communities.

Recipient:  Healthy Harvest of North Iowa  Award Amount:  $240,888.00
Kanawha, IA  Match Amount:  $65,248.50
Project Type:  Capacity Building  Total Project Amount:  $306,136.50
Expanding Customer Base and Market Development Through Online Sales in North Iowa
During the 2020 and 2021 market seasons, Healthy Harvest of North Iowa will partner with the University of Northern Iowa's (UNI) Local Food program and North Iowa Fresh, LLC (NIF) to pilot a local food online ordering system for curbside order delivery at five local farmers markets. This will build on NIF's successful use of Local Food Marketplace, an online ordering platform, by increasing the number of farmers utilizing the system, and adding a broader audience base, with the aim of increasing local food purchases in North Iowa. We will promote the farmers markets and online sales options through a variety of promotional opportunities including digital billboards, social media, and radio. This project will improve the success of farmer markets across North Iowa by reaching a new audience of online shoppers and help increase consumption and access of locally produced agricultural products benefiting both consumers and producers. This new market opportunity will also assist farmers market vendors by encouraging pre-orders, providing a source of risk management. Kansas

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