Athens Locally Grown Presentation for Georgia Organics 2010 Conference
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In February 2010, the annual Georgia Organics conference came to Athens, Georgia, home to the innovative virtual farmers market Athens Locally Grown. One of the first of its type in the country, ALG was founded in 2002 and has grown to become one of the largest farmers markets in the Southeast. Here is its story. (This presentation is an updated version of a 2008 presentation, also here on SlideShare.)
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Athens Locally Grown Presentation for Georgia Organics 2010 Conference
- 1. Athens Locally Grown Eric Wagoner, ALG Manager Todd Lister, Veribest Farm
- 2. locallygrown.net • A new type of direct marketing • Not exactly a farmers market • Not exactly a CSA • Not exactly a buying club
- 3. Our Beginnings • Athens, GA • Spring 2002 • 6 growers • Handful of wholesale & retail customers
- 4. The Original Idea • Pool our produce • Single point of sale • Focus on chefs
- 5. It Didn’t Work • Athens too inexpensive • Farms too small
- 6. Change of Focus • Small sales to individuals • A “secondary” farmers market
- 7. Accidental Discoveries • Easier • Less risky • Customer preferred
- 8. Farmers Market Problems (Grower) • Grueling work • Speculative • High barrier to entry
- 9. Farmers Market Problems (Customer) • Must arrive early • Must buy quickly • Not convenient
- 10. CSA Problems (Grower) • Daunting planning • Not very flexible
- 11. CSA Problems (Customer) • Inflexible • Limited choice • Too much kale
- 12. Buying Club Problems • Hard to organize • Local options limited
- 13. We Seemed to Solve Those Problems
- 14. Athens Locally Grown Now • 100 Growers • 2700 Customers • $10K Weekly Sales
- 15. I Wrote Software So The Market Runs Itself
- 16. The Mechanics (Growers) • Create an account • Describe the “farm” • List products • Harvest orders • Drop off packaged orders • Profit!
- 17. The Mechanics (Customers) • Create an account • Place orders • Pick up and pay for orders • Repeat as desired
- 18. The Mechanics (The Market) • Growers list Friday through Sunday • Customers order Monday & Tuesday • Growers harvest Wednesday • Drop off & pick up Thursday
- 19. This slide contained a movie that is up on YouTube. Here is a link: http://www.youtube.com/watch?v=IrP14KjI5v0
- 20. The Idea’s Spreading • 76 markets processing orders • 55 more getting started • All using locallygrown.net
- 25. Easy • No nerds required • Start a market in 15 minutes • For growers large and small • Customers catch on quickly
- 26. Flexible • Have one farm or many • Charge memberships or not • Take pre-payments or not • Have one pickup location or many • And so on
- 27. www.locallygrown.net All photos from growers at athens.locallygrown.net