CSA:我们有一路向前

由西蒙·亨特利

2016年去年八月,我写了一篇题为CSA:我们有一个问题详细说明我的研究CSA农民的斗争,以留住现有成员和吸引新客户。如果你还没有读过那篇文章呢,我建议你回去读,第一。它仍然感觉很相关的过了一年之后。

发生了很多事,因为:

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.

亚马逊买全食就形成了,我呼吁全亚马逊。

我呼吁500万CSA股2030年

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.

那么,为什么我对CSA的生存和增长持乐观态度?

首先,看看所有在这个市场竞争!即大企业都想在这一事实告诉我们,我们真的有东西在这里。

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.

CSA不会完全相同模型作为一个从20世纪90年代蓬勃发展到2010年代初。几乎每个行业自1990年以来从根本上改变和我们有着太多。我认为,“经典CSA份额”正在成为过去的遗迹。

我认为我们需要为我们的会员更好地了解。更重要的是,我们需要了解我们的非成员更好。它是什么会才能让人口在未来的5%考虑加入CSA?它可能需要一个不同的“CSA产品”包和不同的营销信息。

当我展望未来时,我意识到,CSA模式已经非常成功的,因为它是在美国推出于1986年,为我们创新,我们绝不能失去CSA的本质。如果我们试图与杂货店,聚合,或全亚马逊展开竞争,我们将失去。我们不能在价格上竞争,品种,还是方便,但我们确实需要考虑这些因素。我们可以对关系,味道,质量和新鲜度竞争。蓝围裙无法与之竞争。沃尔玛无法与之竞争。整个亚马逊在比价格和便利性之外的任何竞争已不再感兴趣。

什么是CSA?

如果我们要创新,我们需要知道什么是CSA实际上是。在今年二月公布的CSA宪章走一段很长的方式来描述这一点。在我的文章“CSA:我们有一个问题”我列出了以下几个特点,对我是必不可少的:

一个农民和成员之间的直接连接。

该共享的大多数(> 75%?)生长在农场。任何偏离农产品清楚地标示。

客户承诺本赛季,并支付一定的时间提前。

The customer is flexible about what is in the box each week based on what is harvested from the farm.

该框架允许我们进行创新,使CSA更招消费者喜爱没有忘记是什么使这一模式的成功。

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.

灵活周:每隔一个星期的选项,以在假期或其他因素切换交货日期和地点。

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.

付款计划:降低前期成本,以整个赛季支付减少天价和开放CSA多达更多的人。强调在季节性的成本每周的成本。

Online payment: if you are not taking credit cards, you are losing customers, especially young people.

烹饪教育:连接盒和饭桌之间的点点滴滴。如果会员没有在表中获取食物,什么都不重要。

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.

通讯:确保成员知道他们需要知道的是成功与他们分享一切。举一个农场每周更新,考虑视频。

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.

-Simon Huntley

方正,小农场中心