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misconception that I had about organic labeling. I know that I’m going to get answers when I pick up the phone or email her, and that is extremely helpful. I think she will be a huge asset in helping me provide local food to the community.”
Both Birky Country Market and Crème de la Crop were stops on Purdue Extension’s 2007 Indiana Farm Sustainability Tour, which showcased farming operations and markets in different areas of the state. One focus of the tour was the unique marketing partnerships the businesses use. For example, Birky Country Market sells pies from a local bakery, and, in return, the bakery sells Birky’s pork products. Crème de la Crop’s Stephens trades produce for services like Web site design, graphic design and legal advice. “These relationships benefit all parties involved,” she says.
More flavor in food economy
All counties in the state may soon have new strategies for growing their local food economies, thanks to Indiana Flavor, a Purdue Extension pilot program underway in Jackson County.
Indiana Flavor is similar to a United Kingdom program called “Foodcheck,” says Scott Hutcheson, Purdue Extension economic and community development expert and project manager. Hutcheson consulted with program participants in the UK to learn about Foodcheck before Indiana Flavor was launched.
Purdue Extension brought together stakeholders in Jackson County to determine their goals for local foods. “Goals can range from wanting more local foods consumed in the community to wanting to be known for a certain type of food,” Hutcheson says.
When the program is implemented statewide, each county will set goals, and one county’s goals may be very different from its neighbors. “Indiana Flavor takes a holistic approach,” says Hutcheson about the program funded by a grant from the Indiana State Department of Agriculture. “We gather information from producers, consumers and chefs in the process and consider environmental interests, health interests and the ability to make a living.”
Building local markets
Through individual consulting, workshops and programs like Indiana Flavor, Purdue Extension continues to help producers refine business strategies and adapt to evolving markets.
“We want to help Indiana businesses succeed in any way that we can,” says Maria Marshall, Purdue Extension small business development specialist. “This brings and keeps dollars in the local community while improving the rural economy.”
Web site links producers to consumers and new market opportunities
By Julie Douglas
The Internet has become an important marketing tool for business, and Purdue Extension is helping producers use it to their advantage. Indiana MarketMaker www.inmarketmaker.com is a free, online interactive mapping system that locates businesses and markets for agricultural products.
Producers can research consumer demographics by income, ethnicity, household characteristics and education. They also can search for specific business records, find area market contacts, and network with restaurants, on-farm retailers and specialty processors. In addition, census data is available on MarketMaker, which is sponsored by Purdue’s New Ventures Team, the Indiana State Department of Agriculture and the Indiana Cooperative Development Center. And consumers can use the site to locate agricultural producers and their products.
“MarketMaker links producers to consumers and consumers to producers on a state and regional basis,” says Maria Marshall, Purdue Extension small business development specialist and project coordinator. “It’s important for businesses to develop a relationship with their customers, so they can understand what consumer needs truly are.”
Marshall explains that people might say they want organic food, but maybe what they really want is a more natural product or to know the farmers and the farm where it came from. “Maybe what they want is to know that they’re supporting a local farmer. Establishing a relationship helps uncover the real benefits people look for.”
Relationships are crucial to the success of small businesses, whether it’s with suppliers, customers or other businesses. “When a business develops a relationship with its customers, the customers become more integrated in the business and develop a loyalty to it,” Marshall says. “When that happens, it’s no longer about the money.”
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