伊丽莎白·亨德森率先的发展CSA Charter laying out our common values。
第四届CSA日brought together 1500 CSA farmers.
蓝围裙上市，是in a lot of trouble。
For our fledgling industry, the signs are not positive. CSA still serves just 0.4% of U.S. households. Blue Apron and the 100 other copy-cat meal delivery services have taken the food-in-a-box model and reduced it the absurd level of shipping to your door a tablespoon of butter or a single egg in a carton. Growth of CSA farms within our data set has leveled off. Whole Amazon is in a price war with the grocery industry. Wal-mart is advertising local food.
听蓝色围裙广告。第一届ing out of their mouths? They claim to support local farms, which is an obviously false claim (at least exaggerated) since they put together the meal kits in centralized factories and ship them throughout the country. So by definition, they are not supporting farms local to their consumers. However, with their millions spent on advertising agencies and analytics, they still feel like “local farm sourced” is their strongest lede.
The difference is, in CSA, we actually are farm direct.
The customer is flexible about what is in the box each week based on what is harvested from the farm.
Based on my research here are some innovations on the “classic CSA model” that make CSA more customer friendly and will help us reach the next 5% of households:
Box choice: the standard box just doesn’t work for people, and in the era of choice and convenience, a standard box is no longer good enough. This is the big one based on my research.
Flexible share sizes: smaller shares for single person households
Keep the farm front-and-center: how do you get people to know you? Members form the relationship with the farmer and that is what keeps them long term.
Online payment: if you are not taking credit cards, you are losing customers, especially young people.
Delivery convenience: work into people’s lives. That could mean home delivery (though I’ve found that members are often not willing to pay the extra price for this), workplace drop off, grocery store drop-off, or simply more drop-off locations.
CSA并不昂贵：平均CSA股票价格为$ 25 /周或$ 100 /月。这是低于大多数人的手机账单或有线电视费。这是不到每天在星巴克买拿铁。CSA的一个月不到的优质餐厅为整个家庭的一个单餐的成本。我们需要找到一个方法来改变周围的CSA的价格的谈话，放入适当的上下文。
In addition, there is a general problem that CSA by-and-large serves a very thin slice of the population: 30-50 year old, educated, white women (see Ryan Galt’s data). How do we grow beyond this demographic? How do we pull millennials into this? How do we serve less well-educated, less affluent populations? How do we make non-whites feel welcome in CSA programs? I think it is a huge gap that we need to overcome. In fact, in terms of health outcomes of CSA membership, the biggest gains are to be found among people with negative health indicators, who least likely to join a CSA currently (source Tim Walls from University of Kentucky).
Marketing and customer acquisition
蓝围裙愿意花费$ 144获得一个客户。我并不是说你应该这样做，但是大多数CSA农场上获取客户花费$ 0，依靠口碑在客户带来的。澳门金莎网上网址随着这些食品美元如此激烈的竞争，这不会是不够的。现在是开始你几乎肯定是对营销计划工作了2018年的时候不是投资市场上有足够的时间和金钱。
Over the past year, we have been working on a new platform to address these issues and help our farms thrive over the next 10 years. We piloted this platform with 8 farms and 500 end consumers, delivering over 10,000 boxes this season. Look out for an email soon with further details.
Whether you decide to join us or tackle these issues on their own, this off-season is the time to get to work. These problems will not fix themselves. CSA is a genuine connection between a farmer and consumer and is more than the sum of its parts for both farmers and consumers. I want to see more consumers be able to take advantage of the health and well-being advantages of being a CSA member. I want your farm to be economically successful with the high-margin sales of CSA memberships so you can take care of your land, your family, and increase your quality of life. I want you to farm for the long term and not burn out. I want your kids to be excited to join your farm some day.
I know many farmers shy away from the intricacies of marketing and business. You likely did not expect that your work as a farmer would be as deeply tied to spreadsheets and advertising campaigns as it is to soil health. To serve your land, your customers, and your family well you need a solid business. That’s no easy task.