Every Silver Lining Has a Cloud Market Assessment

Every Silver Lining Has a Cloud! Market Assessment & Analysis

SWOT ANALYSIS Strengths Weaknesses Opportunities Threats

SWOT ANALYSIS It’s important that when you do a SWOT analysis, that you are honest in how you assess your business. Having friends, family, peers, or anyone else who knows your business well can be very valuable. • You can use SWOT to assess your business, your marketplace, your workforce, or any other aspect of your business. •

S trengths What is a strength in one community may not be in another. This is snapshot of market strengths across the country. • If there is a strength from your community we've missed, please share when we get to the feedback section. •

S History and Tradition Growing Public Awareness Unmatched Growth Quality Creativity Cool Factor trengths

S • History and Tradition • holidays • celebrations • ethnic diets trengths

S • trengths Growing Public Awareness • • 75% of specialty food retailers say “local” is the most influential food claim. www. bealocalist. org

S • trengths Unmatched Growth • Buying locally has moved from a trend or a fad, into a full-blown movement.

S • trengths Quality • Food picked at the peak of ripeness is better. It tastes better and it’s more nutritionally dense.

S • trengths Creativity • Creative people are drawn to the local food movement. Find ways to put them to work for you.

S Cool Factor • trengths

W eaknesses Weaknesses can also represent opportunity, especially if you're able to overcome it in a creative or collaborative way. • If there is a weakness from your community that you've been able to overcome, please share when we get to the feedback section. •

W eaknesses Price is still King Seasonality Traditional wholesale accounts are built for the big guys Lack of Collaboration Technology barriers Some less polished business skills

W • eaknesses Price is still King • Some consumers will always value the lowest price over anything else. Small scale production tends to be more expensive.

W • eaknesses Seasonality • People are not in tune with seasonality the way your farm is! They want what they want, when they want it.

W • eaknesses Traditional wholesale accounts are built for the big guys • Retailers and restaurants prefer being able to buy everything they need on the back of one truck.

W • eaknesses Lack of Collaboration • Some farmers and food producers see the other farmers in their community as the competition, rather than as a partner. A rising tide raises all boats.

W • eaknesses Technology barriers • Shoppers are buying online more than ever. And local food shoppers are learning about local products and farms online as well.

W • eaknesses Smaller infrastructures and support networks.

T hreats Threats are usually things you can't control. That doesn't mean you shouldn't recognize them. You need to know thereout there, and be prepared in case they affect you. •

T hreats Localwashing Catastrophic weather events Lack of succession Planning Changing Regulations Environmental Degradation

T • hreats Localwashing • Big companies have already started advertising campaigns to leverage the idea of buying locally.

T • Catastrophic weather events • Floods • Droughts • Hurricanes • Tornadoes hreats

T • hreats Lack of succession planning • Farms are being lost to changing generations.

T • hreats Changing Regulations While some states are changing regulations to make it easier to produce food, some agencies are doing the opposite.

T • hreats Environmental Degradation Keep in touch with what environmental concerns are being raised in your community. Some of you out there will be affected by these issues.

O pportunities The local food system right now is a world of opportunity. This list is in no way all encompassing. • • Please share places you've seen opportunity!

O Facilitated Market Places People Gather Emerging Demographics Value Added Products Social Media Allergen Communities SNAP pportunities

• O pportunities Facilitated Market Places Examples in New York State • www. wholeshare. com • www. farmiemarket. com • www. field-goods. com • www. foodshedbuyingclub. com • www. thegoodfoodcollective. com

O • Places People Gather • large workplaces • community centers • hospitals • schools & universities pportunities

O • Emerging Demographics • new parents • Latino • Southeast Asian • African pportunities

O • pportunities Value Added Products • your own line • selling ingredients to other producers • co-branded

O • Social Media • Facebook • Twitter • Instagram • Pinterest pportunities

O • Allergen Communities • Gluten Free • Soy-Free pportunities

O • pportunities Changing Regulations • Check with your state Agriculture & Markets office to find out about cottage food laws.

O • pportunities SNAP • Supplemental Nutrition Assistance Program

• @Small. Potatoes 42 • www. iamsmallpotatoes. com • @NYFarmers. Market www. nyfarmersmarket. com www. facebook. com/FMFNY facebook. com/Small. Potatoes 42 www. nyfvi. org facebook. com/New. York. Farm. Viability. Institute