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Appalachian Sustainable Development Project's "Marketing Opportunities for <br />Farmers" conference. For additional information related to direct markets, see <br />section IV. <br />2. Investigate processing and distribution models that serve small and mid -sized <br />producers. One example is the Appalachian Harvest Network, a group of certified <br />organic family farmers in southwest Virginia who make locally grown, organic <br />produce and free range eggs available to area supermarkets. <br />http:// www .asdevelop.ora/appharvest : html <br />3. Invest county resources in a consumer education initiative that highlights local <br />farmers, connects consumers with them and provides examples of ways to use <br />fresh produce. For an example of online and print resources that direct people to <br />local food and farmers, see http: //buyappalachian.org /. <br />II. Beef Production <br />Our Phase I summary reported that rising interest in local and sustainably- raised meats <br />presents a potential economic opportunity for Cabarrus County beef farmers. The <br />summary below includes key points taken from telephone and in- person interviews with <br />individual beef producers and independent retail operators, as well as from comments <br />made during a consumer focus group. Interviewees include farmers Bob Blackwelder, <br />Victoria Porter, Jane Biggers, and Chad VonCannon; Audy Dover; staff from <br />Mooresville Meat Center; Cabarrus Extension Director Debbie Bost; and Extension <br />Agent Carl Pless. Participants from the focus group will remain anonymous. <br />Questions for individual producers were designed to determine priorities and challenges <br />for Cabarrus farmers. Questions for focus group participants were designed to gauge <br />consumers' opinions about purchasing locally- raised beef. County extension staff was <br />interviewed to gather information about current programs and county -wide conditions. <br />Comments from Jamie Ager of Hickory Nut Gap Meats and a contact at Earth Fare, who <br />prefers to remain anonymous, are also included here. Questions for both were designed to <br />characterize how one local beef program operates. Questions for independent retail <br />operators were designed to gauge demand for local beef and any challenges associated <br />with selling it. <br />Issues and Themes <br />Consumers interested in local beef <br />Consumers are interested in buying the product. The small grocery stores that <br />stock local meat report demand to be fairly constant, and GO Local NC Farms, a <br />new Cabarrus food - buying club, increased its meat sales from two to 13 animals <br />in just one year. One local farmer who sells beef, pork, chicken and eggs through <br />a variety of direct markets, expects 2011 sales to increase more than 100 percent <br />over 2010 sales. <br />Consumers who participated in the beef focus group cited two main reasons for <br />purchasing local beef: 1) the absence of hormones and/or antibiotics makes it <br />healthier than other beef; and 2) purchasing local beef supports the local <br />9 <br />Attachment number 1 <br />1 -1 Page 244 <br />