CAIA/RMFUF/FFB
(Community Alliances of Interdependent AgriCulture/ Family Farm Brand Inc/Rocky Mountain Farmers Union Coop Development Center)
Location and Context
The project will be sited/piloted in Colorado with RMFU taking the lead in implementation.
America's traditional marketing systems are failing to support family farmers as USDA statistics report prices are 35-50% lower than they were 15 years ago, forcing 744,440 farmers out of business from 1994 to 1997. Black farmers lose land twice as fast as other American farmers, going from 925,000 acres to 18,500 since 1920. Unprecedented consolidation throughout the food system has led to the elimination of market access for small farmers and a loss of diversity and locally produced products for the consumer. At the same time 50% of consumers are concerned about the health and safety of their food (Spins-Nielson, 6/01).
These factors plus a number of others indicate that a new system is necessary to help many family farmers achieve market presence and greater food dollar equity, and consumers to identify positive food avenues that create a closer, mutually beneficial relationship between growers and consumers.
Collaborative Structure and Strategy
A strategic coalition of the Community Alliances of Interdependent AgriCulture, Rocky Mountain Farmers Union Foundation and Family Farm Brand Inc. are working together to launch a pilot project with an alternative marketing and branding strategy for food raised by small independent family farmers in ten states. With the help of venture capitalists long familiar with organic foods and independent branding, this collaboration is breaking new ground in creating an alternative food distribution system.
Key strategies in facilitating this reorganization effort are:
- coordination of the entire supply chain in a direct line from family farm to consumer;
- giving the local grower greater control of product and price through more direct involvement in the supply chain, and
- creating retail, restaurant and consumer "pull" through the generation of powerful brand identity for the Family Farm trademark and the value chain working together.
Family Farms Brand Inc. is a member owned, for-profit, non-stock corporation. The members, grower groups, coops, and community alliances that collectively participate will own the irrevocable right to sell their products with The Family Farm Brand label.
Leverage and Impact
The CAIA/FFB collaborative has presented the Family Farm Brand concept to profit and non-profit groups across the country. Strong interest has been expressed on the part of grower groups - an interest that is sure to be enhanced by the participation of Cooperative Development Services (CDS), with its ability to reach out to and organize local co-ops and agricultural associations. The Midwest/Rocky Mountain regional coop organizing effort has incorporated the FFB concept in developing the structure and as a marketing strategy.
The management and advisory group is composed of a cross-section of people having the expertise to grow, process, distribute and market products as well as the brand development and advertising. These plus potential Industry, Retail, Consumer Supporters and Founders, such as John Deere, The Food Alliance, Midwest Food Alliance, Center for Rural Affairs, Sierra Club, Audubon Society represent a unique collaboration not experienced by any sector in the past.
Because of the variety of stakeholders and scope of work to be accomplished (from the ground to the table with a FFB label) funding resources will be leveraged from public, private and governmental sources. The NRFC grant has already leveraged funding from a USDA value-added grant awarded to the Rocky Mountain Farmers Union Coop Center to support Midwest regional coop development.
The potential impact is huge. If successful, many small family farms would remain viable and prosper, consumers would have greater access and choice, and the environment and rural communities would benefit. If successful, the trend in our nation's food system would be altered and there would be greater balance and equity.
CAIA announces Two New Websites Partner to Support Community-based, Local Food Systems
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Main Contact |
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Linda Kleinschmit
Community Alliances of Interdependent
AgriCulture (CAIA)
Ph: 402 254 3314
caia@hartel.net
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