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#Collabatition: A new network of food hubs looks past competition to help each other succeed
In today's food system, large scale food distribution has become the standard way food moves from farm to market. The system works well to feed a lot of people, and has allowed us to eat tomatoes in December and send produce far distances while keeping it fresh. But the system is not without its sacrifices.
Through large scale food distribution, farmers can lose the ability to set their own prices, and small-scale farmers can be cut out from the system for not being able to fill high volume orders. On the consumer side, this system can make local food harder to find and identify. Institutions interested in providing locally grown produce at their cafeterias may need the efficiency buying from large distributors provides, but find they're unable to source food the way they'd like.
Food hubs are businesses popping up around California and the U.S. trying to create a food distribution system that supports regional food systems. By aggregating food from small and mid-sized farms and selling it to large businesses and institutions, food hubs are able to help realize the consumer's desire for local food while helping small and mid-sized farmers succeed by connecting them with buyers who may otherwise be out of reach.
To help ease the challenge of starting these unique businesses, a network of food hubs in California, organized by the UC Sustainable Agriculture Research and Education Program, is learning how to conquer their business start-up and growth challenges together.
Food hubs as business innovators
Thomas Nelson, president and co-founder of Capay Valley Farm Shop, a food hub in California's Capay Valley, has built his business around a vision of a thriving regional food system where small farmers succeed. Thomas purchases food from 50 different farms in and near the Capay Valley, and sells primarily to corporate food service in the Bay Area.
“Our model is farmer-focused," Thomas said. “Farmers set the price for their food, and we add on our margin. We help tell the story of the farms so that their identity is kept throughout the supply chain. We let our buyers know about new products or new farms we're working with, and our buyers ask for produce by farm name.”
Thomas works closely with his 50 farmers, helping them plan their crops to best meet the demands of their clients, and working with the beginning farmers to get them through the hurdle of learning how to sell wholesale.
“It can be a challenge to accurately predict the next harvest,” Thomas said. “And it's our responsibility to mitigate some of those risks for the buyers as much as possible, but our buyers also get it. The reason they choose to work with the food hubs is they want to support local farms. What really makes this work are shared values.”
#Collabatition
Thomas is one member of a new statewide food hubs network created in collaboration with the UC Sustainable Agriculture Research and Education Program (UC SAREP), a statewide program of UC Agriculture and Natural Resources whose work includes improving marketing opportunities for small farmers. The network, funded in part by the UC Global Food Initiative, brings together food hub mangers to learn from one another and collectively pave the way for successful food hubs in California.
The food hub business model is a relatively young one, few food hubs existed in the United States before 2008. Today, hundreds are in business across the country, and they're all trying to figure out similar things: how to best work with farmers and customers to make the business model effective, how to run a food business in a regulation-laden environment, how to increase efficiency without sacrificing price, quality, and the value of local agriculture.
“Food hubs are really working with farmers in their local areas to help them reach markets beyond selling directly at the farmers' market,” said Gwenaël Engelskirchen, who leads the food hub projects at UC SAREP. “We brought a group of northern California food hubs together for their first convening in February of 2015 and they realized that they all had a lot to learn from each other. They realized that there's opportunity in them working together.”
There's a hashtag on Twitter for what they're doing: #collabatition, or, collaborating with your competition. UC SAREP acts as the organizing body for the food hub network — coordinating resources to help the hubs wade through the many rules and regulations of operating a food business, and working through the visions of their own businesses and the network collectively.
“This is a newish space, so there is a ton to learn and share,” Thomas said. “By having a network we are supporting each other on the journey of growing successful businesses that serve local farms and regional buyers. Working with UC SAREP, we can have conversations with larger buyers that would be hard for us independently to access.”
One of those potential larger buyers is an organization close to home — the kitchens of the University of California.
“UC SAREP plans to interview kitchen directors from UC campuses all around the state to see what keeps them from buying local food, and whether the food hub business model is one that can support the desire they have to incorporate local food into their kitchens,” Gwenaël said.
And past successes show that food hubs can play an important role in linking UC dining programs with local farms. According to a recent report from the UC Global Food Initiative, through a relationship with the food hub Harvest Santa Barbara, UC Santa Barbara is currently able to source 23 percent of its produce from within 150 miles of campus.
“By linking UC food buyers with food hubs, we want to see if that success can be replicated around California," Gwenaël said. "In 2014, UC Santa Barbara alone served nearly three million meals, so the entire UC becoming a local produce buyer could be a major boon to regional food systems.”
The UC SAREP website offers a number of resources that can assist food hubs as well as farmers looking to see their produce wholesale. Find those resources here. Stay tuned for an upcoming article on food hubs in the next issue of California Agriculture journal.
Project fosters connections between farmers and food buyers
The 100 miles between the agricultural fields that surround Davis, Sacramento and the Sierra Foothhills and the culinarily rich city of San Francisco can seem vast to farmers who lack the connections needed to market their produce to Bay Area buyers.
That gap was bridged this week for a group of 25 small, beginning and ethnic farmers when the Agricultural Sustainability Institute (ASI) at UC Davis and the Sacramento County UC Cooperative Extension hosted a day-long bus tour that began in Sacramento early Tuesday morning. Farmers boarded a bus bound for the Bay Area, where they met wholesale food buyers.
“Many buyers are eager to meet small-scale farmers who can supply the rapidly expanding market for locally grown food,” said David Visher of the Agricultural Sustainability Institute at UC Davis.
Emma Torbert of Cloverleaf Farm was pleased to find that to be true.
“It was nice for farmers to hear how much interest there is in San Francisco,” she said. “It can be nerve-racking to try to sell something to someone you don’t know. This was great, because the tour created an environment to talk about this sort of thing.”
Doors into the Bay Area market have already opened for Emma.
“I’ve had people calling me back already to buy my produce,” she said.
Interest in locally produced food is growing nationwide, according to Gail Feenstra of the UC Sustainable Agriculture Research and Education Program, a program within ASI.
“Food is an important part of our concept of community. People want a relationship with local growers because their food nurtures us. They feed our sense of community and also steward the land in our region. I think people are searching for ways to connect around food because it benefits our personal, economic and environmental health.”
As the group headed west toward their first stop at the San Francisco Wholesale Produce Market to hear from various buyers, Visher and fellow tour organizer Chuck Ingels, a UC Cooperative Extension farm advisor and the interim county director for Sacramento County, shared a food safety/ self audit CD created by UC Cooperative Extension. The project staff also helps farmers create an action plan for marketing their produce and works with them one-on-one to write a profile about their farm.
“We can help growers tell their stories and make good-value propositions to buyers, but it’s really up to these business people to make their own deals,” Visher said.
The institute, Laura Tourte, a UC Cooperative Extension farm advisor for Santa Cruz County, and Santa Clara County Farm Advisor Aziz Baameur will host a second tour Tuesday, Nov. 5. Farmers on Tuesday’s tour will leave for San Francisco from Watsonville at 5:15 a.m. and San Martin 6:15 a.m. The group will visit a wholesale distributor, food hub, distribution/processing facility, grocery store and Stanford dining services, where they will have lunch.
The Small Ethnic Farmer Tour Project is funded by CoBank, a national cooperative bank, and three farm credit associations: Farm Credit West, American AgCredit, and Farm Credit Services of Colusa-Glenn.
To register for the tour out of Watsonville and San Martin call (831) 763-8040 or email cesantacruz@ucdavis.edu. Space is limited. There is a $20 fee to hold a space on the tour. That fee is fully refunded upon boarding the tour bus. Spanish language translation is available.
SC Tour Agenda
Bill Fujimoto Diablo Foods (3)
Cultivating connections between farmers and food buyers
That gap was bridged last week for a group of 25 small, beginning and ethnic farmers when the Agricultural Sustainability Institute (ASI) at UC Davis and the Sacramento County UC Cooperative Extension hosted a day-long bus tour that began in Sacramento early Tuesday morning. Farmers boarded a bus bound for the Bay Area, where they met wholesale food buyers.
“Many buyers are eager to meet small-scale farmers who can supply the rapidly expanding market for locally grown food,” said David Visher of the Agricultural Sustainability Institute at UC Davis.
Emma Torbert of Cloverleaf Farm was pleased to find that to be true.
“It was nice for farmers to hear how much interest there is in San Francisco,” she said. “It can be nerve-racking to try to sell something to someone you don’t know. This was great, because the tour created an environment to talk about this sort of thing.”
Doors into the Bay Area market have already opened for Emma.
“I’ve had people calling me back already to buy my produce,” she said.
Interest in locally produced food is growing nationwide, according to Gail Feenstra of the UC Sustainable Agriculture Research and Education Program, a program within ASI. “Food is an important part of our concept of community. People want a relationship with local growers because their food nurtures us. They feed our sense of community and also steward the land in our region. I think people are searching for ways to connect around food because it benefits our personal, economic and environmental health.”
As the group headed west toward their first stop at the San Francisco Wholesale Produce Market to hear from various buyers, Visher and fellow tour organizer Chuck Ingels, a UC Cooperative Extension advisor and the interim county director for Sacramento County, shared a food safety self audit CD created by UC Cooperative Extension. The project staff also helps farmers create an action plan for marketing their produce and works with them one-on-one to write a profile about their farm.
“We can help growers tell their stories and make good-value propositions to buyers, but it’s really up to these business people to make their own deals,” Visher said.
The Agricultural Sustainability Institute, Laura Tourte, a UC Cooperative Extension advisor for Santa Cruz County, and Aziz Baameur, UCCE advisor in Santa Clara County will host a second tour Tuesday, Nov. 5. Farmers on Tuesday’s tour will leave for San Francisco from Watsonville at 5:15 a.m. and San Martin 6:15 a.m. The group will visit a wholesale distributor, food hub, distribution/processing facility, grocery store and Stanford dining services, where they will have lunch.
The Small Ethnic Farmer Tour Project is funded by CoBank, a national cooperative bank, and three farm credit associations: Farm Credit West, American AgCredit, and Farm Credit Services of Colusa-Glenn.
To register for the tour out of Watsonville and San Martin call (831) 763-8040 or email cesantacruz@ucdavis.edu. Space is limited. There is a $20 fee to hold a space on the tour. That fee is fully refunded upon boarding the tour bus. Spanish language translation is available.
Tour agenda
