INDIANAPOLIS, Ind. — When it comes to consumer interest in local food from farmers, the table is set in Indiana – but the infrastructure to meet market demand is just beginning.
"The interest level in buying local from consumers is growing exponentially. Our goal is to help facilitate and make available produce that consumers demand," said David King, manager of local food and Indiana Grown initiatives for the Indiana State Department of Agriculture (ISDA).
King said he has been approached by three retail chains – two of which are large – that are waiting for local producers to fill their shelves. "The market’s ready. We (as producers) are still figuring out all the details."
ISDA is leading the effort to organize and facilitate new regional food hubs in the state. Indiana has three established hubs, each of which operates differently, in Greenfield, South Bend and Colfax. Generally, hubs are places in which farmers collaborate to provide goods to consumers, retailers and wholesalers.
"Several states have food hubs. One of the reasons we need food hubs is it levels the playing field and allows small producers to grow the amounts needed to sell to wholesalers," King explained.
ISDA recently sponsored a food hubs feasibility study. The results are based on 12 regional meetings with stakeholders throughout Indiana and a survey of more than 800 consumers, 70 producers and 10 wholesalers, as well as personal interviews with leaders. Some of the recommendations that came out of it are:
•Launch a virtual online food hub network
•Create "sub-hubs" of Hoosier Harvest Market
•Inform producers of new food safety requirements
•Use the revamped Indiana Grown program
•Develop food hub planning resources
The first recommendation based on the study was to launch a virtual online food hub network, which would connect leaders throughout the state and help them collaborate on ideas and projects. Over time, this could develop into a library of best practices resources, a calendar of events and a staff providing technical services.
"Producers will be connected via the Internet to share information from different parts of the state about their available produce," King explained. "They may be able to facilitate orders for melons in the southwestern part of the state, for instance."
Second, study authors advised that establishing sub-hubs of the Hoosier Harvest Market could build upon a proven infrastructure. Hoosier Harvest, based in Greenfield, has a recognized brand and an existing online purchasing system at HoosierHarvest Market.com
Hoosier Harvest co-founder and Purdue University extension agent Roy Ballard said about 3-6 areas of the state have expressed an interest in working with Greenfield’s food hub.
"It’s an opportunity I’m not sure we’re ready for, but it makes sense because these potential food hubs will not have to reinvent the wheel. It’s a nice way for a hub to develop. It’s a soft launch," Ballard said.
Beginning with a couple of farmers in 2013, Hoosier Harvest is now owned by a 35-member farmer cooperative that markets 350 products online with 14-16 drop-off points in central Indiana.
Next, ISDA was challenged to keep producers informed on new requirements under the federal Food Safety Modernization Act (FSMA) by incorporating information into its website and connecting producers with food safety farm consultants from the state Department of Health.
King said the regulation is a "moving target" that may not be nailed down for another six years. Even so, he said the possible cost of implementing new safety procedures concerns many producers.
Also, the new Indiana Grown program by ISDA can function as a showcase for specialty crops and marketing tool for regional food hubs. "The study shows us that we need to reach more farmers. The new Indiana Grown initiative is going to help us identify farmers across the state and what they grow," King said.
Indiana Grown was to be officially re-launched on July 7, he said. Its purpose is to help consumers find produce grown in Indiana and to help introduce farm produce into more marketplaces – in particular, retail outlets. "From that point on, you will see Indiana Grown on every street corner," he said.
Finally, developing a planning guide for new food hub leaders could reach new specialty crop growers. King said that while the state is blessed with abundant resources, more growers are needed to participate in food hubs.
"Indiana is extremely well-positioned to take advantage of the opportunities in diversified agriculture. We could use a much larger number of farmers growing produce, both conventional and organic," he added.
Indiana’s unique position is based on its wealth of tillable soils and capable producers. He hopes farmers will become more aware of the growing opportunity to fill the demand for local food.
"Retailers are much more involved than in the past. They are ready to talk one-on-one with farmers and producers who can grow the amounts needed to fill their needs," King said.
The feasibility study provides a wealth of information on the state’s specialty crops, existing or emerging food hubs, different food hub models, readiness assessment and zoning lessons. For more information, go to www. in.gov/isda/files/Final_ISDA_Food_Hubs_Study_ (May_2015).pdf
