Monthly Archives: September 2014

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FarmsReach Social Media Roundup

On the FarmsReach Facebook and Twitter pages, we post a mix of news, inspirational quotes, photos and more each day.

For those who shy away from the information overload of tracking each of these social sites, here is your monthly “best of” roundup of posts.

If you like, you can “Like” us on Facebook, or follow us on Twitter to access the information flow. Otherwise, we hope you enjoy our digest of best picks!


More Crops Per Drop: No-Till Farming Combats Drought, Civil Eats
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Paul Kaiser of Northern California’s Singing Frogs Farm, grows fruit and vegetables completely without machinery, a system he refers to as “non-mechanized, no-till.” He said goodbye to his tractor and tiller seven years ago after he felt he was unnecessarily harming wildlife, saw too many machines break down, and watched his soil quality decrease. Now, his eight-acre farm has a robust community supported agriculture (CSA) program, and his soil is full of life.

Overdrawn Groundwater, Overdue Legislation, CalCAN
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California is facing a groundwater crisis. The Central Valley alone has lost about 41 million acre-feet of groundwater since the 1990s. Three bills currently on Governor Brown’s desk would, for the first time, put in place comprehensive groundwater management regulations. CalCAN supports these bills as a necessary step forward to improve local groundwater management and provide greater certainty for agricultural and urban water users at a time of increasing water scarcity.

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Marketing & Sales Series: Pt 6 ~ New Farmers Market Resources Added to Toolkits!

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We’re excited to announce new farmers market resources in our Marketing & Sales Toolkit! Whether you’re new to this direct marketing channel or currently sell at many markets, these resources will help you think about your pricing strategy, improve the look and feel of your stall, begin to introduce mobile payment options, and more.

All of our Toolkit resources are recommended by our Featured Farmerspartners, and the community. We hope you use the checklists, info sheets, spreadsheets, and detailed practical references to make the most of your markets and maximize sales. Below is a sampling of our new additions. We’re adding more resources to this Toolkit all the time, so stay tuned for updates!


Getting Started with Farmers Markets
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Comprehensive guide for beginning to sell at the farmers markets, including tips on what to know before you begin, choosing a market, finding your niche, and understanding your competition.
Source: Wallace Center

Farmers Market Break-Even Calculator 
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Loosely adapted from Richard Wiswalls’ popular book The Organic Farmer’s Business Handbook, this simple worksheet helps you quickly calculate your required daily sales at each farmers market to break even.
Source: FarmsReach

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Marketing & Sales Series: Pt 5 ~ Tips to Improve your Brand and Market Value

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Today, our Marketing & Sales series continues with tips on how to think about your brand strategy. We’ll walk you through the basic process of creating a brand by identifying your audience and the messages you want them to receive about your farm business.

Whether you’re new or experienced with the idea of branding, it’s incredibly valuable to create a brand for your farm that stands out in the marketplace and to periodically assess the appeal of your brand with your customers. These tips will also help you think about your big picture marketing strategy and how to eloquently talk with your customers about what you do and how you do it.


This feature was excerpted from the Community Involved in Sustaining Agriculture’s (CISA) Marketing 101 Manual. Since 1993, CISA has been working to strengthen the connections between farms and the community, by creating and running programs that link farmers, community members, and markets. 

What is a Brand?

The most basic component of a marketing effort is a brand. Your brand is the story that you tell about your farm, the values that you communicate, and the sense that customers have of your business. And this is refined over time, so even if you have a branded farm now, there are always ways to improve the look and feel of your product.

Ask yourself: “When someone thinks of my farm, what comes to mind?” The answer defines your current brand: your brand is what your customers think of your farm business. If your current brand does not align with your self-perception, your values, or your goals, then it is not as strong a brand as it could be.

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Grocery Delivery Service Instacart Partners with FarmsReach for Delivery from Local Farmers Markets

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NOTE: The East Bay farmers market deliveries pilot has been suspended, and Instacart and FarmsReach are conducting a feasibility study of deliveries from farmers markets from the San Francisco urban center.

Below is the press release that went out today announcing our partnership with Instacart.  Exciting times!


San Francisco, Calif. – September 11, 2014Instacart, the only service that can deliver groceries from multiple local stores within an hour, announced today that it has partnered with FarmsReach, a platform for small and medium-scale farms to access the products, support and services they need to be successful.

Instacart will begin delivering groceries from Farmers Markets in San Francisco’s East Bay and plans to expand beyond that area soon.

Initially, Instacart will be delivering from Farmers Markets on:

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Announcing the Interactive FarmsReach Community Map!

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After many months in development, our new, interactive Community Map is live! Check it out and let us know what you think.

In either a Map or Grid View, you can use robust filters to easily browse and find just who you are looking for among the growing FarmsReach community:

  • Farmers
  • Seed Stakeholders
  • Agriculture Advisors
  • Organizations and Advocates

Get the most from our Community Map by logging in and completing your Profile.  It helps expand the map and extend your network. 

There are many ways to use our new map and its filters. Below are just a few examples:

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FarmsReach Newsletter ~ September 3, 2014

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Check out our latest newsletter! Topics in this edition:

To receive member newsletters, all you have to do is Join! It’s free and takes 1 minute!

Note: If you’re not in the agriculture industry, please sign up for our general newsletter.

NOTE: The East Bay farmers market deliveries pilot has been suspended, and Instacart and FarmsReach are conducting a feasibility study of deliveries from farmers markets from the San Francisco urban center.