Ag Opportunities
Volume 14, Number 2
September - October 2003

Direct Marketing of Meat--Is it an Option for You?
By Anastasia Becker, Community Food Systems and Sustainable
Agriculture Program, University of Missouri

Capturing more of the food dollar by selling directly to the
consumer is a goal of many farmers. However, the challenges are
much different if you are direct marketing meat products compared
to vegetables or fruits. Is this an option that will fit into
your operation? The University of Missouri’s Community Food
Systems and Sustainable Agriculture Extension Program
co-sponsored a series of workshops in Missouri on direct
marketing meat products so producers could get a feel for what
this business entails, including the pitfalls. Much of the
information in this article comes from the workshops, plus
interviews with direct meat marketers. This first article will
focus on getting ready to offer meats to customers; next issue
will feature marketing tips for selling meat products directly to
customers.

Direct marketing is a business venture which depends on
attracting and keeping customers. This translates into a sizeable
time commitment to get established, especially in the early days.
Established direct meat marketers all commented that repeat
customers and word-of-mouth advertising were keys to their
success. Some advantages of direct marketing include a way to
diversify your farm operation by adding value to your livestock
and capturing a larger portion of the consumer food dollar. In
addition, you are building a relationship between consumers and
"their farmer." More and more people want to know where and how
their food is raised and want to find local sources for it.

Before plunging into direct marketing, it is important that you
are able to produce a consistent, quality meat product. Consumers
usually don't give many second chances and poor quality meat is
unlikely to be forgiven. Advice frequently given was to produce
first for your family and friends to get your quality established
and then produce and sell to your friends’ friends. Start slow
and build gradually was advised by many as a good strategy.

Before starting into the business of direct marketing meat, some
questions to ask yourself are:

Are you willing to invest the amount of time that it will take to
establish a customer base? Building a successful business almost
always takes a lot longer than initially thought.
Do you enjoy people? Building relationships and getting repeat
customers will mean lots of people contact.
What are the projected labor requirements? For example, if you
decide to grow poultry and process it on your farm (the only meat
that is allowed to be sold after farm-processing), can you and
your family provide the necessary labor? Is other labor available
locally?
Who are your customers, what do they want to buy and where are
they located? One of our workshop speakers summed this up as
"sell what your customers want to buy, not what you want to
sell."
Do you have a business plan? This will help keep you focused on
your goals and it functions as a good decision-making tool.
What is your marketing strategy? This is an important decision
that should be made early because many later decisions will
depend on whether you are targeting wholesale or retail markets
and which ones are available in your area. Many direct meat
marketers started out by having a stall at a farmers’ market.
There are pros and cons to both retail and wholesale markets.
While wholesale prices are lower than retail, other factors to
consider are that wholesale accounts entail fewer deliveries,
larger quantity orders, and less labor and transportation costs.
In these markets, it is usually necessary to be able to provide
consistent quantities, year-round. Retail markets include on-farm
sales, farmers’ markets, and sales to private buyers. Sales may
be individual cuts or for bulk quantities. While you get retail
price at these markets, you will be selling smaller individual
quantities and will have many customers in addition to higher
transportation and labor costs as compared to wholesale markets.

While no single plan fits everyone’s operation, many direct meat
marketers started out with retail customers, built a solid base
around them, and then gradually got a few wholesale accounts. One
warning echoed by several farmers was not to get dependent on
only a few large accounts because losing one could jeopardize
your business.

Your choice of marketing strategy will influence your options on
how your animals are processed. The choices are USDA-inspected,
state-inspected, and custom-exempt processors. State-inspected
meat has the same quality guidelines as federally inspected meat
with the only difference being that state-inspected meat cannot
be sold across state lines. Although the standards are the same,
wholesale customers many times are more comfortable with
USDA-inspected meat because it is the standard most familiar to
them. If you sell individual cuts, perhaps at a farmers’ market
or through on-farm sales, then either state- or USDA-inspected
meat is required.

The third type of processor is the custom-exempt one. This is an
option if you sell an individual live animal and is most common
with sales of sides of beef or whole animals. You can arrange to
deliver the animal to the processor but at this time the animal
belongs to the consumer. Packages of meat will be marked "not for
sale" and are for individual use only. If you plan to sell
quantities this way, you will need to line up your customers
prior to processing.

Spend the time to visit all your local processors; ask them
questions about available packaging options, inspections, cuts
they can do, their charges and what merits an extra charge,
labeling, how long meat hangs, and if they dispose of offal from
lamb and goats. Work out details in advance, such as how you want
the meat cut -- not only does this save time but it also ensures
that your animal will be processed in a timely manner. Plan ahead
so you can avoid one of the processor’s busiest period: deer
season. Many processors are swamped with deer from November 1
through mid-December so adjust your schedule accordingly.

After you choose a processor that you want to work with, you can
apply for your label. Items that must appear on the label are
your name and physical address, safe handling statement,
inspection mark, name of product, list of ingredients (if
multiple ones are in the product, for example sausage), and net
weight. Labels should be kept simple; tell the story of your farm
on your brochure instead. The Missouri Department of
Agriculture’s Meat and Poultry Inspection Program can provide a
list of processors in your area and can assist you in getting a
state-inspected label. Be aware that USDA-approved labels
frequently take considerably longer to obtain, according to
several who have gone through the process.

Another regulatory item is the local health department. Their
regulations dictate what will be necessary to have in place for
on-farm sales or for sales at farmers’ markets. Health department
regulations vary between counties; check your local regulations
so you know the rules for your sales areas and for the type of
sales you plan to do.

Now that you’ve investigated the regulatory side and made lots of
decisions, it’s time to get your sales material together. Project
a professional image to make a good first impression. To assist
in this, you need a minimum of a brochure and business card. The
brochure is your opportunity to tell your story and differentiate
your products from those of your competitors as you cover the
five W's: who, what, when, where, and why. Tell your reader how
you raise your animals, what services you offer, where and when
you sell your meats, and how your product can benefit them. Some
marketers advised against making your marketing materials "too
slick and polished" because they felt it detracted from the image
of a farmer-as-marketer and made it harder to differentiate
themselves from commercial meat vendors.

Another necessary item is a business card. They are inexpensive
and easily carried. Uncluttered business cards work best and
should cover pertinent information in abbreviated form. If you
offer on-farm sales, the back side of your card is a good spot
for a map to your farm. Experienced marketers always carry some
business cards; you never know when you’ll meet a potential
customer.

Put a lot of thought into your logo; a well-designed one is worth
the effort and expense. Crisp, clean, simple logos look good in
various sizes. Put your logo on all your printed materials and on
your truck or farm sign; be a "billboard" by wearing it on your
shirt, jacket, market apron, or cap. It can be a great
conversation starter.

Since a logo is so useful, it may be advantageous to enlist the
assistance of an art student, graphic designer, or other
professional help. Can’t afford to pay for design services? How
about bartering some frozen meat in exchange for the work?

Where can you find customers? Potential retail customers are
everywhere. An obvious place to start is with your family
members, friends, and workplace colleagues. After they've tried a
sample, if they are not interested in your meat products, find
out why and correct any problems. Giving out samples is a
time-honored method to get people to try something new. While it
may seem that you are giving away your profits, you will be
repaid many times over as you gain new customers and get valuable
feedback. Most of the direct marketers that I interviewed use
samples to let potential customers try something risk-free and to
reward their regular customers with something that is new to
them. Again and again, direct marketers interviewed stated that
word-of-mouth advertising was their best way to get and keep
customers.

Having a stand at a farmers’ market is how many direct meat
marketers started building recognition and getting brochures and
cards into potential customers’ hands. It is affordable and is a
great way to establish your customer base, but it takes time to
build sales. Offer additional items such as bedding plants, eggs,
or vegetables, to tempt potential customers to stop. One marketer
mentioned the need to "put in your face time at the market" as a
way for customers to get familiar with you and your product. It
may be advantageous to contract for an assigned stall so your
customers always know where to find you. Observations from
numerous sellers at farmers’ markets were that potential
customers need to repeatedly see you before they tend to stop at
your stall.

Visit small, independent businesses like bed and breakfasts,
restaurants, or caterers and give them some samples. Your
products may be just what they need to distinguish their business
from other competitors.

Niche markets such as health food stores can be approached if you
feature specialty items such as animals raised with no added
hormones or antibiotics, or have grass-fed, extra lean, or
certified organic meat. You may have to provide a small freezer
but accessing health-conscious customers can be worth it. Just a
reminder, meat sold as individual cuts must be processed at
either a USDA- or state-inspected plant.

A repeat customer means building a relationship with them. Get to
know your customers by name. Listen to your customers and ask
them if there are additional products that they would be
interested in. And above all, offer superior quality, provide
great customer service, and back up your product. One marketer’s
observations on customer loyalty were that 30% of your customers
are loyal but they equal 75% of your sales and 90% of your
profit. This goes back to the business theory that it is "five
times easier to sell to an existing customer than to gain a new
one."

At times, customer education on everything from livestock
production to meat preparation will be part of your duties.
However, the educational process helps build a relationship with
consumers and turn them into loyal customers. Many marketers keep
recipes and cooking tips handy for customers. Add a personal
touch by instructing customers in how to prepare the meat. One
marketer commented, "With a good piece of meat and proper
cooking, it’s easy to be a hero." If your meat products need
special cooking techniques and lower heat, have instructions
ready to give out and emphasize the difference in how this meat
is prepared. A little education can reduce cooking fiascos and
resulting dissatisfied customers.

Direct marketing meat can be a profitable venture but it takes
time to establish your business. This article touched on things
to get in place before you start your meat sales. In the next
issue, I’ll share marketing tips and challenges from a number of
the marketers that have spoken at workshops or through interviews
and will include some useful resources.




11th National Small Farm Trade Show & Conference
Nov 6-8, 2003
Boone County Fairgrounds
Columbia, MO

For eleven years Small Farm Today has been presenting this trade
show and conference and each year its success is growing.

This 3 day event will have 3 hour workshops, one hour seminars
and half hour presentations at the Farmers Forum. Workshop cost
is $25/each before Oct 1st. After that workshops are $35 each.
Day tickets include access to seminars, farmers forum and
demonstrations. Before Oct 1st a 1 day ticket is $5; 2 day ticket
$10; 3 day ticket $15. After Oct 1st, 1 day ticket $8; 2 day
ticket $15; 3 day ticket $20.

For additional information and to register, call 1-800-633-2526.

Short Courses:

Grow BioIntensive Sustainable Mini-Farming System: For
Sustainable Soil Fertility, Complete Diet and Income in the Least
Amount of Area
Aspects of Agroforestry
Taking Pastured Poultry to the Next Level — Commercial-Scale
Production, Processing and Marketing
Are Two Wheels Enough? Walk-Behind Tractors for Small Farms
The Chili Man: Beating Agribusiness at Its Own Game
Seminars:

Beyond Brown Eggs and Broilers: Small Farm Poultry Production
Cost-Effective Solar and Wind Renewable Energy Systems and Energy
Conservation
Growing and Saving Our Vegetable Heritage
Diversification with Alternative Grains, Oilseeds and Legumes
Innovative Use of Solar Power on the Farm
Grape Production and Marketing Possibilities for the Midwest
Certified Naturally Grown
How to Buy New and Used Equipment and What to Look For
Basic Grown BioIntensive Sustainable Gardening for Everyone,
Including those with Physical Challenges
How to Do a Better Job of Selling on a Small Farm
The Slow Food Movement and Local Production
How to Manage the blue Orchard Bee for Pollination
Experiences with a Successful Solar-Heat Greenhouse in MO
Renewable Energy
Grass is Green, Grass is Gold: Sustainable Beef Production and
Marketing
Legal and Regulatory Issues for the Direct Marketer
Hog Production for Niche Markets
Getting Energized with Renewable Energy Under $2,000
Organic Seed Selection for Increased Marketability of Organic
Grains and Products
Farmers Forum:

Aquaculture in Missouri
Self Sufficient Mini Gardens
Marketing Organic Beef
Society of Urban Producers
Forest Stewardship to Generate Farm Income
Animal Fiber: Production, Promotion and Marketing
Fall-bearing Raspberries
Pecan Grove in Mississippi Flood Plain IPM
IPM for Floriculture/Ornamental Nursery Crops
Direct Marketing
Managing Risks: Crop Insurance and Methods for Reducing
Production Losses
Using Mixed Species Grazing for Strip Mine Reclamation
Free Range Poultry Panel
Challenges of Strip Tilling of Annual Crops Intercropped with
Legumes
Dairy Farm
Improving Soil Fertility during Transition from Conventional
Field Crops to Organic Vegetables
What Does it Take to Start Production of High Tunnels of Tomatoes
and Peppers
Worms to Compost Food Scraps
Intensive Management Grazing
Using High Tunnel Season Extension Techniques to Produce Early
Flowering Crops
Splitting Straws/Threshing Trees: Sustainable Fruit and Vegetable
Storage
Hoophouses for Chickens
Converting Poultry Houses to Greenhouses
Native Cool Season Grasses in Missouri
Sustainable Ag Grazing Program for Red Wattle Hogs
Utilizing Permanent Pasture in a Rotational Grazing System for
Raising Market Garden Vegetables
Organic Fertilizers for the Market Place
Developing a Farm Business Plan
Marketing Farm Products to Local Restaurants
Aquaponics and Hydroponics
Demonstrations:

Soapmaking
Emu Egg Carving
Meat Goat Show
Poultry Exhibit
Stock Dogs
Goat Milking
Draft Horses
MO Organic Assn meeting





Forest Farming with Mushrooms
by Jason L. Jenkins, MU Ag News and Information

Mushrooms once grown along roadsides in Asia for travelers could
be a profitable specialty crop in MO two Univ of MO plant
pathologists said.

For four years, Johann Bruhn and Jeanne Mihail have studied how
shiitake mushrooms could be produced as an agricultural commodity
under the MO forest canopy. The research is one of several
ongoing projects at the MU Center for Agroforestry that examine
how forest farming can provide additional income for landowners
growing high-quality trees for wood products.

Known for its flavor and texture as well as its nutritional and
health benefits, the shiitake is the second-most popular mushroom
in the US, rivaled only by the common button mushroom, Bruhn
said.

Bruhn and Mihail said shiitake mushrooms are an excellent choice
for MO forest farming. A high-value product that requires few
inputs, the mushrooms can be grown outdoors using wood that has
little commercial value.

There are many variables to consider when growing mushrooms
outdoors, however, and "not a lot of information is available to
guide decisions," Bruhn said. "Our research is focused on
studying the variables most critical to outdoor shiitake
production in MO. We're in a unique position to try things that
producers can't, to evaluate the effects of alternative
management practices scientifically and pass on what we learn."

When cultivated outdoors, shiitake mushrooms are grown on logs,
called "sticks." The sticks, typically 3 feet long and 2 to 8
inches in diameter, are harvested from live trees during winter
dormancy, when they have the highest stored nutritional value.
Oak is traditionally used, but Bruhn and Mihail are testing other
woods as well.

"We're comparing different oak species such as white oak versus
red oak, and other species such as sugar maple," Mihail said.
"We're also interested in evaluating black walnut to see if
there's an opportunity to utilize the products of orchard
thinning."

Which strain of shiitake fungus is used to produce mushrooms also
is a consideration, Bruhn said. "If your goal is to sell to local
restaurants and grocers, you'll want to produce a crop for as
many weeks as possible. We're testing three different fungus
strains - a warm weather, a cool weather and a wide-range - to
determine what combination of fungus strains is best suited for
growing ."

Another decision is the type of spawn shiitake producers used to
inoculate the sticks. Inoculation is the process by which the
fungus is introduced into the wood.

"The three types of spawn we're testing are dowel spawn, which is
based on dowels used in furniture making; sawdust spawn; and
thimble spawn, which is a plug of compressed sawdust spawn
covered with a Styrofoam cap," Mihail said. "Each has advantages
and disadvantages, so we're testing them in combination with the
different strains so that producers can make educated choices."

In addition to extending production over as many weeks as
possible, it's also important to produce a continuous mushroom
crop, Bruhn said. "Restaurants want a steady supply they can
depend on. This can be accomplished through forced fruiting."

Soaking a stick in water for 24 hours is the most common method
of forcing fruiting. The extra moisture causes the fungus to
produce mushrooms in about 5 to 10 days, depending on weather,
providing a predictable harvest. Once a stick is forced to fruit,
it must be allowed to rest for about 10 weeks. "If you divide
your sticks and stagger your forced fruiting over a 10-week
cycle, you can time your harvests and produce a reliable crop,"
Bruhn said. "Then on the 11th week, you'll be ready to start the
cycle again."

The MU researchers latest forced-fruiting experiment examines
water temperature and its effect on the fruiting process. "The
water source a producer has at his disposal could be a well, farm
pond or stream," Mihail said. "Because these sources could have
significantly different temperatures, we're trying to determine
what the effect might be on mushroom production."

As Bruhn and Mihail have continued their shiitake research other
unexpected variables have prompted additional questions.

"Powderpost beetles laid eggs in the sticks we cut for
inoculation in spring of 2002, so we're monitoring the effect of
that insect on production," Bruhn said. "We've also had a slug
infestation this spring due to excessive moisture and cool
temperatures, so we're studying how to deal with slugs in an
organic way."

Fungi such as shiitake are not fast-growing organisms. It takes
almost a full growing season for a stick to produce its first
mushroom, and it will be about another year before the sticks
Bruhn and Mihail first inoculated when they began their research
will be exhausted completely. At that time, they will be able to
analyze all their data fully and determine the economics of
growing shiitake mushrooms.

"We have about 1,000 sticks in experiments now, and we know
everything about each one," Bruhn said. Each mushroom is weighed,
graded and linked back to the log that produced it. In this way,
each log's productivity is analyzed with its characteristics to
determine the effects of the treatment it received.

"While we don't have all the statistical specifics yet, we know
enough about shiitake mushrooms in MiO to begin offering
recommendations for those interested in growing them," he said.

Mihail noted shiitake mushrooms often sell for as much as $10 per
pound. "Whether you want to grow enough for a restaurant or just
for your morning omelets, shiitake mushroom production can be
scaled for any size operation." (Sources: Johann Bruhn and Jeanne
Mihail 573-882-1471)






MU Study Gauges Bats' Potential as Alternative Pest Control on
Farms
by Jason L. Jenkins, MU Ag News and Information

Researchers at the Univ of MO have launched a pilot study to
determine if bats might provide an effective, chemical-free
alternative for controlling insect pests on farms.

"A local organic producer had inquired about encouraging bats on
her farm as a natural form of pest control, but we couldn't find
any references in the literature to support or refute their
effectiveness," said Matt Gompper, MU assistant professor of
fisheries and wildlife. "That prompted us to design the pilot
project."

Gompper; Mundy Hackett, a doctoral candidate in fisheries and
wildlife; and Mark Yates, a doctoral candidate in forestry;
installed a total of 24 bat boxes at eight sites on seven
mid-Missouri farms this spring. The farms, which include both
private farms and MU research farms, are subdivided based on
their crops and use of chemical pesticides.

At each site, the MU researchers placed three different sized bat
boxes - a small box capable of housing a colony of 60 to 75 bats,
a medium box to house 120 to 150 bats and a large box that could
house a colony of 600 to 900 bats. Each box is mounted on
16-foot-tall posts. The variety of box sizes and locations will
help determine what habitat characteristics might attract various
bat species. Species likely to inhabit the boxes include the big
brown bat, little brown bat, eastern pipistrelle, and maybe the
endangered gray bat and Indiana bat.

Once bats begin to colonize the boxes, Gompper and Hackett will
install traps under each box to collect both guano and insect
wings that are not eaten.

"We'll be looking to see what the bats are eating and if they're
eating some of the pests we want to control," Gompper said.
"We'll also try to determine if the number of insects being eaten
is significant enough to dent the pest populations."

Results from the pilot study, which is funded through grants from
the MU Alumni Assn and the MU Plant Protection Programs, will
determine whether a broader study is feasible. Gompper said the
bat boxes from the pilot study would remain in place for 2 to 3
years.

"Half of all bat species are listed as endangered, proposed for
listing (as endangered) or are declining in numbers," Gompper
said. "Installing the bat boxes is relatively inexpensive. We
hope to find that we can provide benefits to bats by increasing
possible habitat and benefits to farmers by controlling pest
populations." (For more information contact Matt Gompper
573-882-3436.)






Space-Saving Trellises Can Increase Walnut Production Potential
by Forrest Rose, MU Ag News and Information

Growing black walnut trees in two dimensions instead of three can
increase a tree's nut-producing potential while using less land,
a Univ of MO researcher said.

Mark Coggeshall, a tree improvement specialist at the MU Center
for Agroforestry, established MO's only trellised black walnut
orchard in 2000 as a means of improving controlled pollination
efficiency for the center's walnut breeding program. The orchard
is located at the MU Horticulture and Agroforestry Research
Center near New Franklin.

"Because the trellises are only 8 feet tall, the tree's flowers
are right there in front of you, so it's easier to tell when
they're ready for pollination," he said. "As we've continued to
work with the system, we're learning that trellising may have
significant advantages for nut production as well."

Like troops aligned for inspection, the walnuts trees are planted
every 10 feet, branches outstretched along the four-wire trellis.
Wires are spaced at 2, 4, 6 and 8 feet above the soil surface.
Trellised rows stand 20 feet apart.

The increased nut yield at HARC is likely the result of the
horizontal orientation of the tree's branches, Coggeshall said.
"As the branches grow along the trellis wire, they produce more
short shoots with females flowers than they would normally. The
more female flowers, the more nuts."

Trellising provides other benefits for walnut growers. The lower
branch height allows producers to detect pest infestations and
disease problems more readily. The proximity to the ground also
means nuts can be harvested at the optimum time, rather than
waiting for gravity to bring the crop within reach.

"Trellised black walnuts might allow producers to grow a crop
that is potentially more marketable," Coggeshall said. "Color is
one selling characteristic for walnuts, with a lighter color
considered more desirable. The nut's color is dictated by the
length of time the fleshy green rind remains on the nut.
Trellising would make it easier for producers to harvest the nuts
and remove the rind sooner."

The space required for a trellised orchard is significantly less
than for a standard configuration, he said. Typical orchards
normally are planted with a spacing of 30 feet between trees.
Coggeshall's 10 feet by 20 feet spacing reduces the land
requirement by more than 75 percent.

Trellising has disadvantages, including the additional pruning
required. "To keep the trees on the trellises, we have to prune
at least four times a season, which requires a lot of additional
manpower," Coggeshall said.

He added that the knowledge base still is very limited. As the
trellised orchard enters its fourth growing season, there are
still unanswered questions, including how long a trellised black
walnut tree can be maintained.

"No one else is doing this, so each new cultivar we develop will
help bring us one step closer to providing MO with the best
nut-producing black walnut possible." (For more information
contact Mark Coggeshall 660-848-3258)






Diversification of Crops Could be Profitable Alternative
by Forrest Rose, MU Ag News and Information

Crops such as sunflowers, cowpeas and canola can increase profits
in a rotation with conventional commodity crops such as soybeans
and wheat, a speaker at the Univ of MO said.

"As I visit other parts of the country, I've seen a lot of
soybean farmers add alternative crops to their rotations," said
agronomist Rob Myers, director of the Thomas Jefferson
Agricultural Institute. "With about five, six years now of low
commodity prices, we've had a lot of MO farmers calling.
Price-wise and profit-wise, some of these specialty crops are
competitive, at the least, with commodity crops."

Speaking at a seminar sponsored by the MU Community Food Systems
and Sustainable Agriculture Program, Myers emphasized the long
and short-term profitability of crop diversification.

A diversified rotation reduces pest pressure, he said. "You can
get a higher yield on corn and soybeans if you put alternative
crops into your rotation." Different planting and harvesting
times also add flexibility to scheduling.

"The market that's growing the most worldwide is the vegetable
oil market," he said. Healthier oils are in demand, and vegetable
oils are increasingly used as petroleum substitutes.

Sunflowers work well as an alternative to wheat in a double crop
with soybeans. "We have declining wheat acreage in this state -
about half of what we had a decade ago," he said. "Sunflowers
have a shorter growing season than wheat, they're more
cold-tolerant and they can be planted as early as April or as
late as July."

Also, sunflower seed markets are available in MO, mostly for
birdseed. "We have a built-in demand for it in MO," Myers said.
"About 95 percent of what we use comes from out of state." With a
price of 12-13 cents per pound, a "good yield" of 2,000 lb./acre
grosses about $250 per acre.

Canola acreage is increasing in MO, "but we're still importing
it," Myers said. He thinks the future might be in the
international market. "Winter canola, which is the kind we grow
here in MO, is free of GMOs. In some places, that matters a lot."
Canola also is ready for harvest about a week earlier than wheat,
he said. "That can be a big deal to someone who's trying to
double-crop."

Flax used to be widely grown in MO for use in lamps and for
lubrication. Its comeback today is fueled by a demand from the
health-food market. Its oil is extremely high in Omega-3 fatty
acids, which are believed to lower cholesterol.

Legume crops, which require no nitrogen fertilizer, are a good
possibility in the Bootheel. On sandy soils, cowpeas will
out-compete soybeans both in the field and in terms of
profitability when double-cropped after wheat.

Sesame, amaranth, pearl millet, and buckwheat also grow well in
MO, although the lack of processing facilities continues to be a
problem, he said. "No question, the number one problem is
delivery points. If it's something you have to ship up to
Minnesota, that's too big an obstacle for most people."

(For more information contact Rob Myers, 573-449-3518)






Locally Grown Food: Tastes Great and Less Mileage


A new report from the Leopold Center for Sustainable Agriculture
shows that locally grown produce traveled an average of 56 miles
from farm to point of sale, while the same types of produce from
conventional sources within the US traveled an average of 1,494
miles ? nearly 27 times farther ? to reach the same points of
sale.

Leopold Center Marketing and Food Systems Program Leader Rich
Pirog and Iowa State Univ student Andrew Benjamin looked at
produce sales transactions to institutions that participated in
an "All-Iowa meal" brokering project coordinated by Practical
Farmers of Iowa (PFI). The data represented fresh fruits and
vegetables from 34 IA farms sold in 2001 to 23 conference
centers, hotels and other institutions in central IA.

"We wanted to know how the miles logged by IA fresh produce
arriving at institutions compared to miles logged had this
produce come from more conventional locations across the
country," Pirog noted. "We used the PFI data set and what we knew
about fresh produce commerce in the Midwest to make our
comparisons."

Their comparisons showed that mileage also varied widely by
produce type. Conventionally sourced broccoli traveled more than
90 times farther than its local counterparts, and carrots and
sweet corn more than 70 times farther.

Using a formula representing both distance and weight of the load
transported, Pirog and Benjamin calculated a weighted average
source distance, or the "food miles" for each of 16 produce types
in the PFI-brokered sales data. The pair then examined 1998
records for these 16 produce items arriving at the Chicago and
St. Louis terminal produce markets, and current national produce
shipment data to determine which states in the continental US
supply the upper Midwest with 50 percent or more of the produce.
They used this information to calculate food miles for the
produce items in a conventional system, substituting the weights
and points of sale for the PFI produce transactions so that
comparisons could be made with the locally grown food miles.

Within the conventional data set pumpkins, cabbage and potatoes
traveled the fewest miles, between 8 and 15 times farther than
their local counterparts. Pirog and Benjamin also found that the
sum of the food miles to supply the 16 fruits and vegetables from
local sources was 715 miles, about the distance from Des Moines
to Denver. The sum of the food miles for the conventional produce
was 25,301 miles, roughly a trip that would circle the earth pole
to pole starting and ending in Des Moines, plus 440 additional
miles north to the Canadian border.

"We're now researching how best to communicate the food miles
concept to consumers who want local food but also demand
freshness, taste and quality," Pirog added. For a copy of the
report, "Checking the food odometer: Comparing food miles for
local versus conventional produce sales to Iowa institutions,"
contact the Leopold Center at 515-294-3711, or go to the Center's
web site:
www.leopold.iastate.edu/pubinfo/papersspeeches/food_travel072103.
pdf






IN PRINT


Building a Sustainable Business: A Guide to Developing a Business
Plan for Farms and Rural Businesses This Guide is the result of
seven years of work by a team of Univ of MN faculty and staff,
individual farmers and consultants. MISA followed one of the farm
reviewer families, Cedar Summit Farm owners Dave and Florence
Minar and their family, throughout their planning process. The
Minars’ planning experience--their initial exploration of values,
brainstorming of goals, and research into on-farm milk
processing, markets and financing--is incorporated throughout
this Guide’s text and Worksheets. Online at
www.misa.umn.edu/publications/bizplan.html

Specialty Cut Flowers: The Production of Annuals, Perennials,
Bulbs, and Woody Plants for Fresh and Dried Cut Flowers by Allan
Armitgae and Judy Laushman. 636 pages. And So You Want to Start a
Nursery by Tony Avent, 340 pages. Both are available from GFM, PO
Box 3747, Lawrence, KS 66046, 800-307-8949,
www.growingformarket.com. $33.95

Leopold Center's Progress Report 2003 summaries of 13 research
and education projects, free from Leopold Center for Sustainable
Agriculture, Iowa State Univ, 515-294-3711, leocenter@iastate.edu

Farmers and their Diversified Horticultural Marketing Strategies:
An Educational Video on Innovative Marketing Available from
NRAES, 607-255-7654, nraes@cornell.edu, www.nraes.org

Sustainable Vegetable Production from Start-Up to Market by
Vernon Grubinger. Avaialable from NRAES, 607-255-7654,
nraes@cornell.edu, www.nraes.org

The Strawberry, Modern Production Techniques, A Book for Growers,
Others by Dr. Norman Childers. Call 352-372-5077 or
norm1029@aol.com

Farmers Facts Pocket Guide Covers topics such as weights and
measure; climate crops and soils, machinery and engineering;
livestock. Available from Dorene Beckhorn, CCE
Allegany/Catteraugus Counties, 5435A County Road 46, Belmont NY
14813. $5.00.






IN THE NEWS


Organic farming practices curb weeds naturally. Adding compost,
manure or organic mulch to soil increases the number of microbes
at work in the soil, inhibiting weed growth and reducing the need
for herbicides. For details, contact Robert Kremer, 573-882-6408,
kremerr@missouri.edu.

As competition for the consumer food dollar sharpens... It’s
worthwhile to keep an eye on changing demographics. Americans
over age 45 will make up roughly 41% of the population by 2020,
Hispanics will account for 18%, and Asians, about 5%. They’ll
present new opportunities to producers and processors and offer
them a chance to increase profits in coming years. Older
Americans tend to eat more fish, fruits and vegetables, whereas
younger people favor red meat, poultry and dairy products. They
spend more money on groceries instead of eating out. Ditto for
the growing ethnic population...Hispanics and Asians. Their food
preferences are similar to those of older Americans. Hispanics
eat twice as many of their meals at home as other groups. They’re
big consumers of citrus fruits. Asians prefer more fish and
vegetables. Dairy products aren’t a big sell with either group.
Farmers and processors can take advantage of these trends.
Farmers can specialize in crops that sell for a premium...
tofu-grade soybeans or vine-ripened tomatoes are two examples.
They can also develop branded products for specific consumers.
Food processors can enter into contracts with other players in
the supply chain to gain more control over the quality of the
food from farm to table. Contracting arrangements will also help
processors respond quickly to rapidly changing tastes of US
consumers. (Kiplinger Agriculture Newsletter, Vol 74, #16)

ATTRA, the national sustainable agriculture information service
of the non-profit National Center for Appropriate Technology
(NCAT), now has a new feature on its Web site,
http://www.attra.ncat.org, that allows farmers and ranchers to
submit questions about sustainable agriculture on-line. "Ask a
Sustainable Agriculture Expert" allows qualified users to send
their queries directly to NCAT’s agriculture specialists, who
provide either tailored research reports or appropriate ATTRA
publications to address the questions. Both the publications --
which are also available for downloading from the site -- and the
research services are free to American farmers, ranchers, and
those who serve them. Questions and requests for literature can
also be made by calling ATTRA’s toll-free number, 800-346-9140.
NCAT receives funding for the ATTRA project from the USDA Rural
Business Cooperative Service.

The Farm Locator, an easy-to-use online farm directory that lets
you post information about your farm on The New Farm.Org site,
has about 90 farms now. The more farmers who use it, the more
useful it will be to the restaurants, wholesalers, retailers and
consumers who use it to look for regional farm products.
http://www.newfarm.org/farmlocator/index.php

Fish oil helps build up the immune system of young pigs. The oil
contains high levels of omega-3 fatty acids, which help cells
cope with disease. It could be a cheaper substitute for
antibiotics, which some producers are phasing out because of
health concerns. Contact Jeff Carroll, 573-882-6261,
carrollja@missouri.edu.

A promising niche market for fruit farmers: Mini watermelons. A
product of crossbreeding, they weigh between five and seven
pounds. They’re a hit with single consumers and small families,
who prefer them over the typical 20-pound watermelons found in
stores. Several seed companies are selling these mini-melon seeds
at a premium, but the higher cost pays off for farmers in higher
prices for the melons. (Kiplinger Agriculture Letter, Vol 74, No
15)

Jacquie Jacob, poultry nutritionist at the Univ of MN, is
researching organic poultry diets in a quest to find high
nutrition, economically feasible options for farmers. Organic
feed is typically expensive, and while there is a strong database
of information about traditional feed, there is not the same
information available for organic feed. Jacob will be testing a
variety of organic crops for nutrient availability, and will
design and test poultry feeds on broilers and layers. Jacob sees
an opportunity for small farmers to gain an even greater edge in
the organic poultry market by using non-traditional crops being
grown in increasing quantities by other small organic farmers.
For more info -- http://www.misa.umn.edu/Other/poultryfeed.html
or Jacob’s website at http://www.ansci.umn.edu/faculty/jacob.htm
(Univ of Minnesota Extension Service "Sustainable Agriculture"
newsletter, May 2003)





ON THE CALENDAR


Sept 16-18--Grant Writing III Workshop--Springfield, MO. Call
417-732-6485.

Sept 15, 16, 22, 23 & 25--Whole Farm Planning Workshops, half-day
events for farmers, ranchers, and agricultural professionals, in
Oklahoma; for locations and details contact Kerr Center for
Sustainable Ag, 918-647-9123; easpeake@kerrcenter.com;
www.kerrcenter.com/kerrweb/HTML/events.html

Sept 18--Direct Marketing of Meat Workshop, Conway, MO. Call
417-466-4225, BeckerA@missouri.edu

Sept 19--MO Elk Producers Assn Meeting, Macon, MO. Call
573-897-4262.

Sept 26-27--Midwest Forest Industry Show, St Charles MO.

Sept 27--Alternative Forest Products Workshop, Lesterville, MO.
Call 573-223-4525 or jensej@mdc.state.mo.us

Sept 28-Oct 1--Perennial Production Conference, St Charles IL.
Call 630-208-9080, mmazza@ballpublishing.com

Oct 2--Wurdack FFA Field Day, Cook Station, MO, 573-882-4444

Oct 3--Wurdack Producer Field Day, Cook Station, MO

Oct 3-5--Ozark Fall Farmfest, Springfield, MO

Oct 3-5--Niche Marketing Using Appropriate Genetics American
Livestock Breeds Conservancy 26th Annual Conference, Wichita, KS.
Call 919-542-5704, albc@albc-usa.org.

Oct 4--Chestnut Roast, HARC Research Center, New Franklin, MO,
660-848-2268

Oct 4--MO Nut Growers Assn Fall Meeting, New Franklin, MO. Call
573-445-3793.

Oct 24--From Recipe to Reality Seminar, Lincoln, NE. Call
402-472-8930.

Oct 24-25--MO State Beekeepers Assn Fall Meeting, Jefferson City,
MO. Call 573-474-8837.

Nov 6-8--National Small Farm Trade Show and Conference, Columbia,
MO. Call 800-633-2535.

Nov 18--Agritourism Conference, Sedalia MO. Call 1-866-466-8283

Nov 23-25--MO Governor’s Conference on Agriculture, Tan-Tar-A.

Dec 5-6--MO Livestock Symposium, Kirksville, MO. Call
660-665-9866

Dec 6--MO Alpaca Owners & Breeders Assn Meeting, Columbia, MO.
Call 913-884-5831, sondac@aol.com


Southwest Region MO Organic Assn Farm Tours
Sept 14--Annual Watermelon Social, Nixa, MO. (watermelons) Call
Joan 417-725-5134.


Green Hills Farm Project Farm Tours
Sept 18--Michael & Kathy Rude, Braymer, MO, 660-645-2324
(chickens)

Oct 16--Jeff & Anita Reid Farm, Bosworth, MO, 660-534-7318
(cattle and pasture)

Nov 20--David Schafer & Alice Dobbs Farm, Jamesport, MO
660-684-6035 (cattle, sheep & homesteading practices)