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Community Food Systems Indicators:
Tools for Measuring Wisconsin’s Food
System
Colette Hershey
Program Assistant
Center for Community Economic Development
University of Wisconsin-Extension, Cooperative Extension
Laura Brown
Community Development Specialist
Center for Community Economic Development
University of Wisconsin-Extension, Cooperative Extension
I. How do we define local food systems?
II. Using data
III. Available data
- Production
- Processing
- Marketing and Distribution
- Consumption
Food Systems Indicators
Local foods initiatives are diverse and work in many
different aspects of the food system
Defining Local Food Systems
Local foods initiatives may have multiple goals
• improved nutrition-health and diet related disease
• environmental sustainability
• transparency and food safety
• food quality
• social justice
• social capital or relationship building
• rural or agricultural revitalization
• community economic growth and development
Defining Local Food Systems
There is no universally accepted definition for “local”
consumer or intermediated consumer perspective (Dunne, 2010, Zapeda, 2006).
proximity- distance, drive time, food-miles (Dunne, 2010, Darby 2008, King, 2010, Zapeda, 2006)
geo-political boundaries- states (Darby, 2008)
local ownership of farm (Low, 2011)
relationship to place (Marsden, 2000)
production techniques used
marketing channels used (Low, 2011)
size/scale (Low, 2011)
products (commodity versus non commodity crops)
quality relationships /supply chain (Marsden, 2000, King, 2010)
Integration of supply chain (Marsden, 2000)
Defining Local Food Systems
What is the question?
What information do we need to
answer the question?
Who will use this information?
How will they use it?
When is it needed?
How will we do it?
“Planning and Program Evaluation Worksheet.” University of Wisconsin-
Extension • Cooperative Extension • Program Development & Evaluation UW-
Extension http://www.uwex.edu/ces/pdande
Before we measure anything..
Wisconsin’s Local Food System
Production
Processing
Marketing and
Distribution
Consumption
Waste Management
Who is farming?
What are they producing?
What impact does this have on the
economy?
What do we want to know?
Are farmers processing
their own value-added
goods?
Are processors involved in
processing local foods?
Where are the processors
in Wisconsin?
How is this contributing to
the economy?
Community Food Systems Indicators
What marketing channels are farmers using?
Direct sales – intermediated sales? How is
this contributing to the economy?
Community Food Systems Indicators
What data is already available that may help us answer
these questions?
Production
Processing
Marketing and
Distribution
Consumption
Waste Management
Employment in farming
Size and type of farms
Sales
Restaurant trends
Culinary tourism trends
Direct sales
Numbers of farmers
markets
Sales of value-
added products
Processing business
sales and location
Production
• Employment in farming
• Size and type of farms
• Economic Impact
US Census of Agriculture- 2007 http://www.agcensus.usda.gov/
Wisconsin and the Agricultural Economy
The Economic Impacts of Agriculture in Wisconsin Counties
http://www.uwex.edu/ces/ag/wisag/
The Status of Wisconsin Agriculture 2011
http://www.aae.wisc.edu/pubs/status/docs/status2011.pdf
Marketing and Distribution- Farmers Markets
• USDA Farmers Market Database
http://search.ams.usda.gov/farmersmarkets/
• Searchable by state and city - not county
• Data must be downloaded every year
• Data is self reported so includes some errors
and duplicates
Marketing and Distribution- Farmers Markets
USDA Agricultural Marketing Services Division- Farmers Market
Database http://search.ams.usda.gov/farmersmarkets/
Marketing and Distribution- Farmers Markets
USDA Farmers Market Database
http://search.ams.usda.gov/far
mersmarkets/
Marketing and Distribution- Farmers Markets
USDA Farmers Market Database
http://search.ams.usda.gov/farmersmarkets/
Marketing and Distribution- Farmers Markets Low Income Access • USDA Food and Nutrition Service, WI Department of
Health Services • Information is available for public use but must be
requested via e-mail • County-level data is often unavailable or harder to
find. • Lack of data on expenditures on total sales at
farmers markets makes it difficult to compare farmers market sales made possible by Food Share, WIC, or SMFNP funds
Marketing and Distribution- Farmers Markets
Low Income Access
369% Increase in sales
from 2008 to 2011
Data: USDA Food and Nutrition Service
Marketing and Distribution- Farmers Markets
Low Income Access
Data from Wisconsin
Dept. of Health &
Family Services
Marketing and Distribution- Farmers Markets
Low Income Access
740% Increase in farms
and farmers markets
accepting FoodShare
Data: Wisconsin Dept. of Health & Family Services
Marketing and Distribution - Direct Sales
• US Agricultural Census - Value of Agricultural
Products Sold to Individuals for Human Consumption,
2002 & 2007 www.agcensus.usda.gov
• Desktop utility Quick Stats 2.0 Beta
Value of agricultural products sold directly to individuals for human consumption.
This item represents the value of agricultural products produced and sold directly
to individuals for human consumption from roadside stands, farmers‟ markets,
pick-your-own sites, etc. It excludes non-edible products such as nursery crops, cut
flowers, and wool but includes livestock sales. Sales of agricultural products by
vertically integrated operations through their own processing and marketing
operations were excluded.
Marketing and Distribution - Direct Sales
US Agricultural Census 2002 and 2007
www.agcensus.usda.gov Accessed 11-2011
Marketing and Distribution - Direct Sales
US Agricultural Census 2002 and 2007.
www.agcensus.usda.gov Accessed 11-2011
• In 2007 farms in Wisconsin marketing direct to individuals
for human consumption represented 9% of all farms
• The following counties were above the Wisconsin average
Marketing and Distribution - Direct Sales
US Agricultural Census 2002 and 2007.
www.agcensus.usda.gov Accessed 11-2011
Total amount of sales made directly to consumers(in thousands)
0
$1-$250
$250 - $499
$500 - $999
$1000 - $1499
$1500 - $2684
Marketing and Distribution - CSA
• US Agricultural Census - Number of Operations that
marketed products through Community Supported
Agriculture (CSA) www.agcensus.usda.gov Table 44
• Desktop utility Quick Stats 2.0 Beta allows you to find
county and regional data easily and download tables
• Local Harvest
www.localharvest.org
• Location of CSA Farms, Farmers
Markets, Restaurants, Coops.
• Not in a database format
Marketing and Distribution - CSA
• In the United States and in Wisconsin farms
that used CSA made up about 1% of the total
number of farm operations in 2007
• In 2 counties in Wisconsin CSA farms comprised
a greater percentage of all farms in 2007
Milwaukee County (8%)
Pepin County (2%)
Photo: Madison Area Community Supported
Agriculture Coalition.
Processing- Farms Producing Value Added
• US Agricultural Census Produced and sold
value added crops, livestock, or products,
2007 www.agcensus.usda.gov Table 44
Processing- Farms Producing Value Added
Percent of Value-Added Commodities
0-1%
2-3%
4-5%
6-7%
7-8%
Over 9%
US Agricultural Census 2002 and
2007. www.agcensus.usda.gov
Accessed 11-2011
• In Wisconsin an average of 3.6% of all farms produced and sold
value-added products in 2007
US Agricultural Census 2002
and 2007.
www.agcensus.usda.gov
Accessed 11-2011
Processing- Farms Producing Value Added
Processing- The Industry
• OVERVIEW OF NAICS CODES and how we chose these..
Processing- The Industry
• Data Sources
• Dept. of Workforce Development (by establishment:
range of employees, location)
• InfoUSA (by establishment: sales, # of employees,
location)
• Implan (by county: sales, # of employees)
• Caveats with each data set
• NOT looking for a contact list – there are others looking at
this
Location of Processors According to
4-digit NAICS Code
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Plant Location by NAICS Code Classification
! Fruit and Vegetable Processing
! Dairy Processing
! Meat Processing
! Seafood Processing
Data: Department of
Workforce Development
Location of Processors According to
4-digit NAICS Code
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Location of Fruit and
Vegetable Processors
Data: Department of
Workforce Development
Location of Processors According to
4-digit NAICS Code
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Location of Meat Processors Location of Dairy Processors
Data: Department of Workforce Development
Number of Food Processing Plants in
Wisconsin
Number of Food Processors
0
1-4
5-9
10-14
Over 15
Data: Department of
Workforce Development
Number of Plants with fewer than 50
employees
Number of Food Processors
0
1
2
3
4
5
6
7
8
More than 10 Data: Department of
Workforce Development
Walworth County • Agriculture provides 3,780 jobs
• 76.4% are family owned
• 9% of farms sell direct to consumers (WI 8%, US 6%)
• Percent of farms direct marketing declined since 2002
• Value of products sold direct to consumers declined 30% since 2002
• 2.8 % of farms produced value-added products (WI 3.6%, US 3.6%)
• 1% of farms marketed products through CSA
• Percent of farms involved in agri-tourism and recreational activities declined since 2002
What does this say about our local food system? What questions does this data bring up?
Using the Data – Walworth County
Questions for Discussion
What indicators are you using?
How are you measuring progress?
What surprised you about this information?
How can you tie indicators work back to your
local programs and projects?
What’s missing?
List of Data References for Public Use
• Ag Census: http://www.agcensus.usda.gov/
• 2011 Status of Wisconsin Agriculture:
http://www.aae.wisc.edu/pubs/status/docs/status2011.pdf
• Wisconsin Agriculture: http://www.uwex.edu/ces/ag/wisag/
• USDA Farmer’s Market: http://search.ams.usda.gov/farmersmarkets/
• Local Harvest: www.localharvest.org