I have been thinking a lot about CSA member retention in the last few months in preparation for our online CSA conference and in regards to some of the new projects we are pursuing here at Small Farm Central. Brian Moyer at Penn State has done some thinking on this too:
"According to a survey of shareholders of CSA’s in the Mid-Atlantic Region that was compiled by Lydia Oberholtzer for the Small Farm Success Project, on average, CSA’s have to replace 55% of their shareholders every year. This can be a lot of work and worry every winter when you’d probably rather spend your time planning and ordering seeds for your upcoming season."
Read his article, 'Finding and Keeping your CSA Members' for more information on this really important topic.
Member retention is one of the core concepts we will be exploring during the CSA Expert Exchange conference on March 15th. We'll look at this through the lens of CSA community, CSA education, and more. The conference is only $45 and spots are going fast, so sign up soon!
The four of us all worked at the same farm in western Colorado, albeit during different seasons. We (re)connected at the PASA conference in State College, PA and got to swap stories of the farm over the years. We are all still working in agriculture in one manner or another.
It's not just for Valentine's Day. We're always trying to show our love for our farmers by making improvements based on your ideas and needs. Thanks to a great suggestion by Karlin from Penn's Corner Farm Alliance, we've just added a small tool that might save you a good bit of time: default headers and footers for email.
If you've got a logo or some extra contact information or something you want to include on all of your mailings, this is a great place for you to do the work once and have it carry forward. Just navigate to Connect > Mailing List > Settings and you'll see some new settings down at the bottom that look like this:
You can set these up however you wish. From that moment on, any *new* emails you create in the regular mailing list tool, the Member Assembler mail tool, the automated pickup reminders, the payment requests, or the member renewals emails will have the header and/or footer automatically added on. You'll see it there so you can adjust it for that particular mailing should you need to. Newly created default headers and footers will not affect any saved messages you have customized in the past.
We've got pages of suggestions for improvements from you all and will continue to address them as we have time. Thank you for caring enough to share and please keep 'em coming. Happy Valentine's Day!
Small Farm Central and staff will be among the 2,000+ farmers and other interested parties descending on State College, PA for the Pennsylvania Sustainable Agriculture Conference's (PASA) annual conference. I've been to a lot of ag conferences over the years and, maybe I am biased because this is our home state conference, but I think this is one the best one or two conferences in the country covering issues in sustainable agriculture.
We are sponsoring the conference again this year and will have a centrally located booth, so you can't miss us!
Ask for one our nice mailing list booklets that you can stick on your farm market table to sign up members. We got these printed up a year or two ago and gave them away as a promotion and still have a few left over that we are bringing to the conference.
Special offer: on Thursday night the staff and a couple farmers will go to Elk Creek Aleworks just outside of State College. We have two spots left and we'd like to fill those seats with Small Farm Central farmers, so email me if you want to come along. We'll buy!
Small Farm Central, along with the Pennsylvania Association of Sustainable Agriculture, is presenting the first ever online conference focusing on CSAs. Details below! I hope you will join us. More details to follow on this conference in the coming weeks, but please visit the conference website for more information.
Attention CSA Farmers! The Pennsylvania Association for Sustainable Agriculture (PASA) and Small Farm Central are proud to announce the CSA Expert Exchange, a one-day online conference that will bring farmers together to learn about the issues important to them. Topics to be addressed include member retention, member education, and certification and equipment. Noted CSA pioneer Elizabeth Henderson will give a keynote address about the importance of community involvement in creating strong and healthy CSA's.
The CSA Expert Exchange will be held on March 15, 2013 from 11:00am-4:00pm EST. The conference expects to engage between 500-1000 farmers nationwide. Participants will be able to access the conference using any web browser. The conference will utilize video presentations and slideshows with participants interacting via a chat function.
Registration for the conference is $45 (the first 100 registrants will receive a $5 discount). Twenty scholarships are being offered for new and beginning farmers. For more information on how to apply for a scholarship, please visit the website.
For more information on conference details, registration, and information about PASA, Small Farm Central and other conference partners, please visit: csafarmconference.com.
The Mid-Atlantic Fruit and Vegetable Convention brings about 2,500 farmers to Hershey, PA to learn about improving their operations. This year's keynote, which I missed, was by the creator of the "Get Milk" campaign!
Thanks to Art King and Heather Mikulas for inviting me to present during the 'Online marketing toolbox' track. I presented "Best Practices for Farm and CSA Websites" and "Credit Cards, Online Sales, and Demystifying the Tangled Web of Paying by Card".
I think the presentations went really well! In case it helps, here are the handouts I printed for everyone:
If you have worked with the support staff at Small Farm Central over the past three or four years, you may have availed yourself of the gentle support of Shannon Knepper with design or any other issue that came up. At the beginning of January, Shannon and her husband had their first child; a baby girl named Edith. So Shannon is spending a couple months attending to this demanding new customer!
From the Rodale Institute and Small Farm Central subscribers, John and Aimee Good of Quiet Creek Farm in Fogelsville, PA, an article on crop plans for the CSA that may help in your planning towards 2013!
"The master crop plan lists every crop we will grow including the variety, seeding and transplanting dates, and space requirements. Space requirements are listed as bed feet, rows per bed, and total row feet needed to grow each crop. Most of these crops also include multiple planting successions with the same data and we note whether a crop is to be direct seeded or started in the greenhouse. If a crop will be started in the greenhouse, we include the in-row spacing between plants in the field, which allows us to determine how many plants and seeds we will need."
Read the full length article here.
Check your spelling right within the control panel with the new spellcheck option. Toggle it on by clicking on the spellcheck button in the text editor tool bar.
Then misspell and correct to your heart's content!
I have spent the past couple months thinking more deeply about what makes a successful CSA, what retains members from year-to-year, and how to drive member satisfaction in a CSA. I have been reading academic papers on CSAs, attended the Midwest CSA Conference last week, and I have been talking to a lot of CSA farmers. I have also been examining how I participate in CSAs and I often bring CSA up in social conversation and I am fascinated by what people say about their experience or perception of what a CSA does.
At the member level, it is clear to me that success in a CSA program is determined by skill in utilizing the weekly box. We want CSA members who are confident in the kitchen; we want CSA members who are canning and lacto-fermenting; we want CSA members excited to cook for family and friends and tell the story of where their food comes from. However on a macro scale, what we have is a nation that has forgotten how to cook. So when an eater comes to a CSA for the first time, it is difficult to make the adjustments that a CSA asks of it's members. These do not need to be exotic skills, but there is a trick to turning a box of fresh food into meals.
You know that already: that's why your weekly newsletter already provides recipes and notes about how to use the box you provide. I keep coming back to this idea that the classic recipe does a disservice to the CSA member because it is a set of discrete steps that need to be followed with these specific ingredients. The subtext of almost any recipe is: if you don't do it in this exact way with these exact ingredients, you will fail. I think that approach sells cookbooks, but it doesn't fit with the seasonal CSA eating model.
I want CSA members who see a recipe for broccoli slaw and immediately realize that they can substitute cauliflower from their CSA box into the existing recipe. Or realize that it's probably okay to use green onions in a recipe that calls for a white storage onion. What has helped me other the years is learning certain base recipes that can be extended with whatever is in the box or in the garden. For example, this summer I started making broccoli fritters which are absolutely delicious. They are equally delicious as zucchini-turnip fritters or mushroom fitters.
I want to teach CSA members techniques for their boxes and get away from classic recipes. I want to teach "substitution style cooking" that teaches kitchen proficiency and economy: use what's in the box to confidently create simple, delicious meals.
I think this is a paradigm shift from how we normally about educate members about how to cook the box and it is not as easy as copying-and-pasting recipes from AllRecipes.com. This kind of education initiative is a long way from the details of growing great food, but I am convinced that it is important to the success of the overall CSA movement. I am very interested to hear if anyone has tried this approach to CSA member education and succeeded and failed? Email me: simon (at) smallfarmentral.com.