| Innovation & Future Farming |
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| CAPE FARM ALLIANCE CAPE FARM ALLIANCE CAPE FARM ALLIANCE CAPE FARM ALLIANCE CAPE FARM ALLIANCE CAPE FARM ALLIANCE CAPE FARM |
| Innovation & Future Farming |
A. Approach
For the initial meeting of this subcommittee, primarily local growers were invited to speak.
Those present for a facilitated conversation April 10 at the Cape Community Services facility included
local growers Bill, Carol Ann, Jodie, Lester and Penny Jordan, as well as Rodney Voisine, Jack Flaherty
(a Scarborough grower), John Harker (Maine Department of Agriculture), Kerri Sands (facilitator from
Farms for the Future) and Colleen Myers (scribe). The subcommittee wants to hear from other farmers,
including Bill and Lois Bamford and Jay Cox, who expressed interest in the work of the subcommittee but
were unable to attend April 10.
The group based its conversation on the premise that local experience, in some cases spanning
generations, is a valuable resource when considering the future of farming in Cape Elizabeth. Alongside
local experience, we should also tap the experience of farmers in other communities, and the resources
of the Department of Agriculture. For example, John Harker brought a one-page Cape Elizabeth Market
Assessment for Farmstand Sales, in which he projected the local market potential based on 2000
Census Data (see attached). Kerri Sands also offered anecdotal evidence of successful innovators she
works with through the Farms for the Future Program of the Maine Department of Agriculture. Kerri is a
Portland-based employee of Coastal Enterprises, Inc.
Several major premises were shared by the group. They include:
(1) Capturing more of the local food dollar is a key means of sustaining agriculture in Cape
Elizabeth.
(2) To do this successfully we will have to help educate consumers about the seasonal nature of
buying local.
(3) We will also have to meet multiple consumer needs in one location, as Cape Elizabeth lifestyles
are too hurried to allow more leisurely food shopping.
B. Preliminary Findings
At its initial meeting, the subcommittee sought to define some key issues for further research during the
growing season. Penny Jordan offered to coordinate research into these key issues, to inform the
further work of the committee beginning in the fall:
(1) Signage. Both on-farm and off-farm (directional, educational, DOT-style).
What is most effective in inspiring curiosity and leading people to visit farmstands? What role
can the Town play in directing the public to the farmers? Why do more tourists than locals visit
local farmstands?
(2) Location of Stands. Where should the stands be in relation to the fields? In relation to
heavily-trafficked roads? In relation to Ft. Williams or the town center? Should stands be
moveable? Are there regulations which should be changed to be more friendly to sellers of local
produce?
(3) Focus Groups. We need a better understanding of what motivates customers, including those who
buy at the Farmers Market and those who come to the farm. How important is convenience and
efficiency compared to uniqueness? Can a special event such as a “Farm Day,” Strawberry
Festival, or other on-farm event successfully foster relationships, educate, entertain, and sell
product? How can people who come for one purpose (e.g., strawberry picking) be converted to
more diversified purchasers? To regular customers? John Harker has some data and experience
on this, and is willing to help. He notes that half of Cape families are young, urban professionals
with children, and a third are retirees. How do their interests differ, and how can we market
successfully to both groups? How will the CFA website relate to the concerns raised above?
(3) Working with Trendsetters. Many local chefs, florists and event planners are very innovative in
their use of local flowers and produce. How can Cape Elizabeth growers work with them more
successfully, e.g. planting the right crops at the right time to meet a fall marketing objective?
Rodney Voisine has some experience with this, and offered to help the group make connections
and come to his farm to meet the chefs he supplies. Possibly a weekly chefs’ tour would
encourage chefs to pick up their produce at local farms, saving farmers the time and expense of
making small deliveries.
(4) More Cooperative Purchasing. Soils, boxes and bags are among the items the group would like to
purchase cooperatively, if an efficient way to do this can be found.
C. Noteworthy comments.
Some customers seek to spread their dollars around among local vendors; some residents say “I never
knew you were here!”
How can we extend the season for buying of local produce? Would greenhouses work to provide local
produce in the winter, so farmers could spend the summer “fishing”?
Would local consumers respond to the offer to pick up all the fixings for a complete meal at a local
farmstand, including recipes posted on the website? Certified kitchen? Bakery?
Awareness of buying local is increasing, as is participation in Farmer’s Markets. How can we tap into
this trend?
We need a broader scope to include cottage industries in Cape Elizabeth; need to be more
sophisticated but still distinct from grocery stores.
Could we have a Cape Elizabeth “brand” that still preserved the brand of each farm?
Let’s have specialty tomatoes and flowers, for example, to “accent” other products used by restaurants
and caterers. “Customize” bouquets by offering flowers by the stem.
For the initial meeting of this subcommittee, primarily local growers were invited to speak.
Those present for a facilitated conversation April 10 at the Cape Community Services facility included
local growers Bill, Carol Ann, Jodie, Lester and Penny Jordan, as well as Rodney Voisine, Jack Flaherty
(a Scarborough grower), John Harker (Maine Department of Agriculture), Kerri Sands (facilitator from
Farms for the Future) and Colleen Myers (scribe). The subcommittee wants to hear from other farmers,
including Bill and Lois Bamford and Jay Cox, who expressed interest in the work of the subcommittee but
were unable to attend April 10.
The group based its conversation on the premise that local experience, in some cases spanning
generations, is a valuable resource when considering the future of farming in Cape Elizabeth. Alongside
local experience, we should also tap the experience of farmers in other communities, and the resources
of the Department of Agriculture. For example, John Harker brought a one-page Cape Elizabeth Market
Assessment for Farmstand Sales, in which he projected the local market potential based on 2000
Census Data (see attached). Kerri Sands also offered anecdotal evidence of successful innovators she
works with through the Farms for the Future Program of the Maine Department of Agriculture. Kerri is a
Portland-based employee of Coastal Enterprises, Inc.
Several major premises were shared by the group. They include:
(1) Capturing more of the local food dollar is a key means of sustaining agriculture in Cape
Elizabeth.
(2) To do this successfully we will have to help educate consumers about the seasonal nature of
buying local.
(3) We will also have to meet multiple consumer needs in one location, as Cape Elizabeth lifestyles
are too hurried to allow more leisurely food shopping.
B. Preliminary Findings
At its initial meeting, the subcommittee sought to define some key issues for further research during the
growing season. Penny Jordan offered to coordinate research into these key issues, to inform the
further work of the committee beginning in the fall:
(1) Signage. Both on-farm and off-farm (directional, educational, DOT-style).
What is most effective in inspiring curiosity and leading people to visit farmstands? What role
can the Town play in directing the public to the farmers? Why do more tourists than locals visit
local farmstands?
(2) Location of Stands. Where should the stands be in relation to the fields? In relation to
heavily-trafficked roads? In relation to Ft. Williams or the town center? Should stands be
moveable? Are there regulations which should be changed to be more friendly to sellers of local
produce?
(3) Focus Groups. We need a better understanding of what motivates customers, including those who
buy at the Farmers Market and those who come to the farm. How important is convenience and
efficiency compared to uniqueness? Can a special event such as a “Farm Day,” Strawberry
Festival, or other on-farm event successfully foster relationships, educate, entertain, and sell
product? How can people who come for one purpose (e.g., strawberry picking) be converted to
more diversified purchasers? To regular customers? John Harker has some data and experience
on this, and is willing to help. He notes that half of Cape families are young, urban professionals
with children, and a third are retirees. How do their interests differ, and how can we market
successfully to both groups? How will the CFA website relate to the concerns raised above?
(3) Working with Trendsetters. Many local chefs, florists and event planners are very innovative in
their use of local flowers and produce. How can Cape Elizabeth growers work with them more
successfully, e.g. planting the right crops at the right time to meet a fall marketing objective?
Rodney Voisine has some experience with this, and offered to help the group make connections
and come to his farm to meet the chefs he supplies. Possibly a weekly chefs’ tour would
encourage chefs to pick up their produce at local farms, saving farmers the time and expense of
making small deliveries.
(4) More Cooperative Purchasing. Soils, boxes and bags are among the items the group would like to
purchase cooperatively, if an efficient way to do this can be found.
C. Noteworthy comments.
Some customers seek to spread their dollars around among local vendors; some residents say “I never
knew you were here!”
How can we extend the season for buying of local produce? Would greenhouses work to provide local
produce in the winter, so farmers could spend the summer “fishing”?
Would local consumers respond to the offer to pick up all the fixings for a complete meal at a local
farmstand, including recipes posted on the website? Certified kitchen? Bakery?
Awareness of buying local is increasing, as is participation in Farmer’s Markets. How can we tap into
this trend?
We need a broader scope to include cottage industries in Cape Elizabeth; need to be more
sophisticated but still distinct from grocery stores.
Could we have a Cape Elizabeth “brand” that still preserved the brand of each farm?
Let’s have specialty tomatoes and flowers, for example, to “accent” other products used by restaurants
and caterers. “Customize” bouquets by offering flowers by the stem.
