Introduction
The small farmer population in Florida represents a diverse array of individuals with vastly different communication requirements. Understanding the programmatic needs, concerns and resources of small farmers is important to strengthen the small farm industry in Florida. This study by the PIE Center, in partnership with Extension’s Small Farm and Alternative Enterprise division, provides information about the challenges, and frustrations of small farmers.
The Florida Department of Agriculture and Consumer Services (FDACS) funded this research. Participants in six focus groups in Marianna, Sarasota and Gainesville were asked about their challenges, business practices, business needs, food safety, as well as how they access needed information and Extension’s programs and services.
Key findings
The small farmers identified eight major challenges: access to funding, regulations meant for larger operations, guidelines for organic products, weather, marketing, competition and the rising costs of items such as feed, fuel and electricity. In making business decisions, the farmers rely on market awareness, cost and personal acquaintances. Five of the six focus groups agreed they could benefit from business skill development, but needed “fresh” information.
Although the participants were aware of several ways to market their products, participants consistently used only four strategies: farmer’s markets, selling directly off the farm, direct marketing and wholesale co-operatives. Generally, the small farmers rely on word-of-mouth, email and online media to promote their product.
To increase skills and education, the small farmers identified three programs they use for training: IFAS/Extension, trade shows and conferences, as well as classes specific to getting certifications or licenses. When looking for advice or more information, the farmers said they rely on social acquaintances, the internet or local Extension agents.
Five of the six groups agreed that food safety was an important issue. In addition, farmers indicated that the government has too much involvement with food safety or has been out of touch with the realities of food safety..
Recommendations
The demographics collected on the participants suggest that small farmers in Florida represent a broad age range, as well as a diverse length of farming involvement. Just as different generations of individuals require different communication methods, those with little farming experience need communicated with differently than those with many years of farming experience and Extension’s communication should reflect those differences.
To research this possibility further, is the PIE Center suggested that Extension continue to monitor program effectiveness via follow-up surveys in each county. The survey will allow for a comparison of needs between counties to be conducted and analyzed. Additionally, it will identify the suite of tools that could to be used in each county in order to communicate and educate as effectively as possible.
Small farms education offices should continue to seek a variety of avenues to deliver programming and information, including social media in order to comply with the cultural, geographical and agricultural needs of different parts of the state.
