Leopold Center funds 19 new food marketing projects

AMES, Iowa -- The Leopold Center for Sustainable Agriculture has awarded competitive grants for 19 new projects that include development of place-based foods in Iowa, business training for farmers interested in niche markets, online resources for organic food processors and consumer research on differentiated beef products.

The projects, which total nearly $400,000 for the first year of work, are sponsored by the Leopold Center's Marketing and Food Systems Initiative. They are the result of the initiative's second call for preproposals issued in July 2004 and represent a wide range of research, educational and outreach efforts. Grants for 10 of the new projects are for one year, and the other nine grants will run for two years.

"These projects will help Iowa farmers explore and understand a number of new and emerging markets and determine those that will be most profitable," said initiative leader Rich Pirog. "These projects provide tools to help foster food and fiber entrepreneurs and rural economic development in all areas of the state."

Pirog said many of the projects focus on a growing interest in local, regional and place-based foods and the economic opportunities that are created for farmers and their rural communities.

"We're only beginning to see the potential for sales of locally grown food, specialty and place-based foods," Pirog said. "Some of these projects will lay the groundwork for that to happen, and help document the impact of these new markets."

Pirog said one new project will document the impact of local foods in eight northeast Iowa counties. The University of Northern Iowa's Local Food Project will conduct case studies of the impact created at least 10 firms that have provided locally grown or processed foods to restaurants, institutions and retailers.

In eastern Iowa, a Leopold Center grant to the Limestone Bluffs Resource Conservation and Development (RC&D) Area will help grape growers and wineries create the state's first grape-growing region, or American Viticultural Area (AVA). The grant will be used to collect information for the AVA application process and to create a "wine trail" in cooperation with the Iowa Department of Economic Development Tourism Office.

In addition to documenting the impacts of local food sales, the new round of Leopold Center marketing grants are targeted to help farmers acquire the skills and training they need to compete in these markets, Pirog said.

Indian Hills Community College in Centerville will receive a two-year grant for its new Land-Based Business/Entrepreneurship program, which is designed to help re-vitalize the area's rural economy by increasing opportunities for landowners and developing regional marketing strategies for locally produced foods. Other grants to the University of Northern Iowa in Cedar Falls and the Iowa Small Business Development Center in Urbandale will be used to offer workshops and seminars for farmers and others interested in niche markets. Another project will look at contracts to expand produce marketing opportunities for farmers.

Three grants to the Iowa State University College of Business target the development of new markets for producers. One study will look at how consumers value "organic beef" and "pasture-raised beef" relative to other characteristics such as taste and appearance. A second research project will look at the effects of producer size, environmental positioning and social positioning on restaurants and grocery retailers. A third project will measure the relevant costs of production for farmers in niche markets.

For more information about the Leopold Center's Marketing and Food Systems Initiative, contact Pirog at (515) 294-1854. A list of all grants, recipients and project descriptions also is available on the Center's web site at: <www.leopold.iastate.edu/research/marketing_files/2005grants.htm>.