Impact Evaluation of Extension Programming Using Audience Response Systems

Use of audience response systems for evaluating the impact of extension programs in agriculture, specifically the Market Ready Farm to Restaurant initiative. This study presents insights into challenges and opportunities faced by buyers seeking locally grown foods, highlighting strategies for effectively connecting growers with restaurant owners and chefs. The program includes presentations, materials, and audience engagement to enhance market readiness and manage risks in the farm-to-restaurant supply chain.

• Extension Programs
• Audience Response Systems
• Agriculture
• Market Readiness
• Locally Grown Foods

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1. Using audience response systems for Extension programming impact evaluation Dr. Kim Morgan & McKenzie Maples WERA-72 Annual Meetings 01 July 2014 Santa Clara, CA

2. Market Ready Farm to Restaurant Developed by Dr. Tim Woods (Univ. of KY) Highlight primary challenges & opportunities facing buyers in search of locally grown foods Interviewed hundreds of restaurant owners, chefs, and retail produce buyers Delivered in 15 states Intermediate level grower audience

3. Market Ready Farm to Restaurant Partnered with MS Dept. of Ag., MS Food Policy Council, Farmers Market Associations, MS Restaurant & Hospitality Association Advertised via email blast, list serve, social media Funded by Southern Region Risk Education & Management Center Ag. Econ MS student 2 Ag. Econ & Food Science Extension Specialists No charge to participants

4. Market Ready Farm to Restaurant Prepared presentation materials built from UK example, specific to MS clientele needs Four hours of lecture 3 faculty 1 - 1 hours Q&A faculty + Dept of Ag experts Provided take-home reference material Farm to Restaurant Checklist Market Marker Short Form Registration 4 MB stick drive with 1,200+ pages of targetted online and pdf references in searchable pdf portfolio

5. Market Ready Farm to Restaurant Managing Market Risk Exposure Invoicing Insurance Storage Quality Assurance Satisfaction Guarantee Communication Packaging Labeling Pricing Consumer Demand Production/Supply Market Maker Delivery

6. Market Ready Audience Response Turning Technology s Turning Point Greatest challenge Primary source production info Foods produced Primary marketing channel Sales outlets Icebreaker Age Gender Education level Operation size (acres) Operator experience Percent income from farming

7. MS-AR Market Ready Schedule Raymond Hattiesburg Little Rock Pontotoc 42 33 56 32 17 24 204 12-8-11 1-19-12 2-1-12 3-2-12 7-19-12 2-13-13 Biloxi Starkville TOTAL

8. MS-AR Market Ready Gender N = 204 Raymond Hattiesburg Little Rock Pontotoc Male 21 22 28 18 6 11 106 Female 21 11 28 14 11 13 98 Biloxi Starkville TOTAL

9. MS-AR Market Ready Participant Age <20 yrs 20-29 30-39 40-49 >50 0 6 0 4 2 7 1 1 0 2 0 1 3 22 N = 204 Raymond Hattiesburg Little Rock Pontotoc 7 5 5 5 24 18 26 18 9 13 12 4 4 1 34 10 8 3 8 38 107 Biloxi Starkville TOTAL

10. MS-AR Market Ready Education Level Tech/ Trade Grad School N = 204 HS/GED College Raymond Hattiesburg Little Rock Pontotoc 7 3 2 3 4 7 2 0 7 20 17 18 7 12 11 86 13 9 28 13 4 4 70 10 1 1 24 Biloxi Starkville TOTAL 23

11. MS-AR Market Ready Years Farming Experience N = 204 Raymond Hattiesburg Little Rock Pontotoc 0 1 - 4 5 - 9 10 - 14 15 - 19 20 -24 25+ 13 4 1 3 1 0 4 14 0 5 3 1 4 0 5 7 1 2 37 23 10 5 8 6 6 7 3 0 0 4 2 2 1 2 0 9 13 10 14 5 8 59 18 3 1 5 40 Biloxi Starkville TOTAL 23 11

12. MS-AR Market Ready Percent Income from Farming 10 to 25% Raymond 29 Hattiesburg 17 Little Rock 34 Pontotoc 17 Biloxi 10 Starkville 21 TOTAL 128 26 to 50% 51 to 74% N = 204 <10% 75%+ 12 7 10 8 1 0 37 0 3 0 4 3 1 0 2 6 2 1 1 1 4 6 0 2 0 12 13 14

13. MS-AR Market Ready Greatest Challenge Facing Farming Today? Weather 7% Time Constraints 4% Access to education & training 8% Labor 26% Markets & Marketing 17% Regulations 21% Rising Input Costs 17%

14. MS-AR Market Ready Primary Production Information Source? Workshop & Conference 16% Grower Association 7% Internet 18% Extension Service 38% Fellow Growers 13% Books 8%

15. MS-AR Market Ready Food and food items produced ? Eggs 7% Poultry 8% Processed Foods 9% Vegetables 38% Other 10% Livestock 12% Fruit 16%

16. MS-AR Market Ready Primary marketing channel? Public Institution 1% Restaurant 3% Broker 3% CoOp 5% CSA 5% Retailer 6% Farmers Market 45% Roadside Stand 8% On-Farm Sales 16% Wholesaler 8%

17. MS-AR Market Ready I have sold my product to CSA 4% Public Institution 2% Farmers Market 25% CoOp 6%Broker 6% Retailer 6% Wholesaler 8% On-Farm Sales 20% Roadside Stand 12% Restaurant 11%

18. MS-AR Market Ready Pre-workshop knowledge of Market Maker? Have Account 5% Completed Profile 9% NONE 45% Visited 23% Aware 18%

20. MS-AR Market Ready I am better prepared to sell my food items directly to a restaurant. 42 31 15 8 4 Strongly Agree Agree Neutral Disagree Strongly Disagree

21. MS-AR Market Ready I understand how to best manage communication with my buyers. 54 40 4 1 1 Strongly Agree Agree Neutral Disagree Strongly Disagree

22. MS-AR Market Ready I know where to find information about market data. 57 28 12 3 1 Strongly Agree Agree Neutral Disagree Strongly Disagree

23. MS-AR Market Ready I better understand the relationship between my production plans & restaurant supply needs. 65 27 6 1 1 Strongly Agree Agree Neutral Disagree Strongly Disagree

24. MS-AR Market Ready Audience Response Pre & Post Workshop Questions Indicate your knowledge of Direct marketing strategies? Direct sales pricing strategies? Food safety requirements? Selling to restaurants? Market Maker?

25. MS-AR Market Ready Knowledge of direct marketing strategies Pre-Workshop Post-Workshop 46 39 32 21 22 18 12 5 3 3 None Low Moderate Working High

26. MS-AR Market Ready Knowledge of direct sales pricing Pre-Workshop Post-Workshop 46 45 36 31 14 13 8 4 1 1 None Low Moderate Working High

27. MS-AR Market Ready Knowledge of food safety requirements Pre-Workshop Post-Workshop 35 32 32 27 23 17 14 10 7 1 None Low Moderate Working High

28. MS-AR Market Ready Knowledge of selling direct to restaurants Pre-Workshop Post-Workshop 51 51 30 25 21 9 7 3 4 0 None Low Moderate Working High

29. QUESTIONS?? Dr. Kim Morgan & McKenzie Maples WERA-72 Annual Meetings 01 July 2014 Santa Clara, CA