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Farmers serve direct markets Most of the small- scale, local produce farmers who currently sell to local markets are doing so through direct market channels (Community Supported Agriculture (CSA), food- buying clubs and farmers' markets). Farmers engaged in direct market sales enjoy the communication with customers and the ability to sell their own product. When asked directly, five of the six producers participating in the focus group said that they prefer to stay in direct markets. These farmers also prefer to avoid any Good Agricultural Practices (GAP) certification, and the additional costs that go with it, even though it is required in order to access larger markets, such as grocery stores and institutions. "I am accountable for my product," said one. Farmers cited supply as a second barrier to working with institutions. "We have a lot of work to do before we can get to the point of supplying a major institution," said another. Farmers see selling at the farmers' market as a good way to interact with customers and build name recognition, but not a strong money - maker. They see the market as time - consuming for them and inconvenient for consumers. Small -scale Cabarrus producers are more interested in exploring ways to work with CSA operations and food - buying clubs. "There is the same amount of work to do a CSA, without having to spend the extra time selling," one farmer commented. CSAs and food - buying clubs rely on consumer demand for success. Farmers often must invest time — up to two years — to build name recognition before starting a successful CSA. Farmers are interested in seeing new distribution models developed to help them get their products to consumers and restaurants. Farmers Fresh Market (www.farmersfreshmarket. org), an online ordering company that connects Rutherford County farmers to Charlotte chefs, was mentioned as an example. Farmers would like to see more information available to consumers about how to find farms in Cabarrus County and what products are available. They also mentioned the need to both define "local" and promote the CEFS' 10% Campaign to both consumers and businesses. For more about the campaign, see www.cefs.ncsu.edu/whatwedo/foodsystems/lOpercent.html. One farmer mentioned that health and wellness often drive local food purchases, and suggested that more consumer education would help producers capitalize on this trend. When asked about price, farmers say it is not a big barrier for most consumers. "Consumer education is 90 percent of the job," said one. Farmers can sell their products for more at Charlotte farmers' market, as long as the product is bagged. Small -scale infrastructure is needed Throughout the 20th century Cabarrus was dominated by the textile industry, which means few investments were made in infrastructure to support agriculture. Today there are no produce processing facilities in the County, and farmers don't have ready access to ways to create value -added products. Farmers commented that a community kitchen facility would be helpful because it would give them a place to wash, cut and store products. Many also cited the need for a cannery. 20 CENTER for ENVIRONMENTAL FARMING SYSTEMS Attachment number 1 1 -1 Page 634