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Overview of the incredible urban farming & community development organization Nuestras Raices (Our Roots) in Holyoke, MA. Presented by Eric Toensmeier of the http://www.ApiosInstitute.org and Perennial Solutions consulting.
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NuestrasRaíces:PermacultureEconomicDevelopment
HOLYOKE,MACalledthe“PaperCity”becauseitwasa
centeroftheworld’spaperindustry,sBllproudbutdealingwithchangingeconomyandpoverty:
Highratesofsubstanceabuse(4Bmesstaterate),teenpregnancy(highestinstate),andunemployment(31%)indowntownneighborhoods.
ChangingpopulaBon,nowmoreLaBnosthanwhitesindowntown,40%overall,85%ofpopulaBonindowntownwards,80%ofchildreninpublicschools,highestpercentageofPuertoRicansofanycityinUSoutsideofPR
YearsofneglectanddisinvestmenthaveledtodemoliBonsandarson.
Fosteringeconomic,humanandcommunitydevelopmentinHolyoke,MassachuseVsthroughprojectsrelaBngtofood,health,agriculture,the
environmentandarts&culture.
(OurRoots)
HERITAGEANDKNOWLEDGE
ManyoftheresidentsofdowntownHolyokehavecomefromruralPuertoRico.ManygrewuponfarmsandmanyfirstcametotheNortheastasmigrantfarmworkers.
ThemembersofNuestrasRaíceshavelifeBmesofexperienceinfarming.TheyareproudtousetheirknowledgetoimprovetheirneighborhoodsandpassontheirheritagetoayoungergeneraBon.
CommunityGardens
YouthProgram
RaicesLaBnas
EnvironmentalJus8ceTheenvironmentaffectshealthandprideofcityresidents.
NuestrasRaícesyouthandstaffresearch,educateandorganizethecommunitytoaddresstheenvironmentalissuesofourcommunity
CentroAgrícola
Greenhouse:MarineReefHabitat
SharedUseKitchenandMiracleSweetsBakery
Plazawithoutdoormarket
MiPlazaRestaurant
Anabandonedbuildingandvacantlottransformedintoavibrantcenterformicro‐enterprisedevelopment
RootsUpGreenJobsProgram
TierradeOportunidadesNewFarmerProject
TierradeOportunidadesProject:2004‐2006
ManyresidentsofHolyokegrewuponfarmsinPuertoRicoandhaveextensivefarmingbackgrounds.ManyfirstcametotheNortheastasmigrantfarmworkers.
Theywouldliketofarm,butfacemanybarriersincludinglanguageandaccesstolandandcapital.
Aspiringfarmerstakeatrainingcourseandcometoworkshopandfieldtrips
TranslaBonatNortheastRiskManagementConference
FarmersraisePuertoRicanspecialtycropslikeajídulceandcalabaza,plustomatoes,eggplants,sweetcornandmore.
Livegoats,rabbits,chickens,andpigsaresoldonthefarmforhomeslaughter
TheFarmin2005
InMay2006wegainedaccesstotheadjacent26acresofprimefarmland.Youth,farmers,andcommunityleadersdevelopedamasterplan.
ParBcipatoryDesignProcess
KEY and
Visual Program GOALSETTING…
• LocatedonConnecBcutRiver
• Hometo11at‐riskorendangeredspecies
• World‐classfarmland
• Intensedevelopmentpressure
• AmilefromintersecBonofRt.90andRt.91
• AmilefromlargestmallinNewEngland
Auniqueresourceinahighlydevelopedarea
Siteanalysis
24
NuestrasRaícesFarms
“Nuestras Raíces Farms is a site made up of beau5ful farms by a river with a variety of features and ac5vi5es. Visitors will be able to buy fruits, flowers, herbs and vegetables from the farms, even some that normally grow only in Puerto Rico or in the tropics….
ConceptStatementReadtoConsumers
…There will be a peDng zoo for children and demonstra5ons of Paso Fino horses. There will be walking trails through the farms and by the river. Families will be able to enjoy tradi5onal roasted pork outdoors. There will be cultural ac5vi5es like Spanish music. The farm environment will give the feeling of being far away from the city.”
25
ConceptReacBon:GeneralTherewasoverwhelmingenthusiasmforNuestras Raíces Farms(NRF)asdescribedintheconcept.Over8in10personssurveyedsaidtheywouldvisitthesite.ThedesBnaBonhasappealasafamilyopBonasrelaBvesandchildrenarethetypesofpersonsmostlikelytobebroughtalong.
DefinitelyProbably
(84%)
26
ConceptReacBon:TimeCommitment
Time Cumulative %
Up to 1 hr 6%
Up to 2 hrs 18%
Up to 3 hrs 34%
Up to 4 hrs 49%
Up to 5 hrs 59%
Up to 6 hrs 72%
Up to 7 hrs 77%
Up to 8 hrs 82%
Beyond 8 hrs 100%
MEDIAN 4 hrs
Time Cumulative %
Up to 30 min 9%
Up to 1 hr 33%
Upt o 1.5 hr 39%
Up to 2 hrs 63%
Up to 2.5 hrs 66%
Up to 3 hrs 79%
Up to 3.5 hrs 81%
Up to 4 hrs 89%
Over 4 hrs+ 100%
MEDIAN 2 HOURS
NotonlywouldthemajorityofrespondentsvisitNuestras Raíces Farms,butalsotheywouldbewillingtotakeafairlylongdrivetogettothesite–2hoursinthetypicalrespondent.ConsumeswouldbewillingtospendafairlylongamountofBmeattheplaceaswell.Basedonthemedianresponse,thetypicalrespondentwouldspendfourhoursatNRF.TheseresponsesareconsistentwithNRF’sintenBontoconsideritselfasaday‐longouBngexperience.
TimeWillingtoSpendatDesBnaBonTimeWillingtoDrive
27
NuestrasRaícesMarketRadiusBasedonthetwo‐hoursthetypicalconsumeriswillingtodrivetoreachNuestras Raíces Farms,themarketforthebusinessliesinsidea100‐mileradius,approximately.ThismeansthatconsumersinciBeswithsignificantHispanicpopulaBonsasfarsouthasNewHavenandBridgeportandasfareastasWorcesterwillbelikelytargets.
28
ConceptReacBon:SpecificacBviBes
ConsumerswouldwelcomeavarietyofacBviBesatNuestras Raíces Farms.CulturaleventsandtheabilitytopurchasefreshproductsareparBcularlyappealing.
29
Lechonera(Roastedporkoutdoorrestaurant)
“One of the products that Nuestras Raíces Farms will offer visitors will be a tradi5onal outdoor pig roast (lechón asado). Individuals will be able to purchase pork by the pound, and eat it there or take it out with them. Other fixings like rice and pigeon peas (arroz con guandules), plantains, yuca, and bread, will be available as side dishes.”
ConceptStatementReadtoConsumers
30
LechoneraConceptReacBonTherewasoverwhelmingenthusiasmfortheLechoneraconceptaswell.Eightin10personssaidtheywouldvisittheplacedescribedintheNuestras Raícesconceptjusttoeatpork.ThetypicalparBcipantsaidhe/shewoulddriveuptoonehourtoreachthisdiningdesBnaBon.
Time Cumulative %
Up to 30 min 31%
Up to 1 hr 62%
Upt o 1.5 hr 68%
Up to 2 hrs 83%
Up to 2.5 hrs 87%
Up to 3 hrs 93%
Up to 3.5 hrs 94%
Up to 4 hrs 97%
Over 4 hrs+ 100%
MEDIAN 1 hr
DefinitelyProbably(80%)
31
LechoneraMarketRadiusBasedontheone‐hourthetypicalconsumeriswillingtodrivetoreachtheLechonera, themarketforthisparBcularbusinessliesinsidea50‐60mileradius,approximately.ThismeansthatHarpord,CT,aHispanicmarketlocated40‐minutestothesouth,iswellwithintherestaurant’smarketablearea.
Designconcept
Design!
NuestrasRaicesFarmEconomicDevelopment
TOPENTERPRISEGUIDELINESEveryenterprisemust:
1)Contributetotheprofitabilityofthefarmersand/orcreatenewincomeopportuniBesforthecommunity–businessesandjobs
2)GenerateincomeoratleastbreakevenforNuestrasRaices
3)Minimizeongoingmanagement/oversightfromtheorganizaBon(extrapointsforlowinvestmentand/orshiringatleastsomeiniBalinvestmenttotheentrepreneur)
4)Notpolluteenvironment,completelydisruptneighborhood,orhavebadeffectonreputaBonofNuestrasRaices
5)Contributetosocialgoals–community,socialintegraBon,heritage,educaBon,environment
20crop&livestockfarmsfor2009
LaFincaFarmStore&GirShop• Farmfreshproduce&flowers
• Hats&T‐shirtswithlogo• Colddrinks• Beddingplants
Futureofferings:
• Eggs• Farmercheese
• Meats:rabbit,goat,pork,poultry
PetngZoo• FeaturingCaribbean
heritagelivestockbreeds
• TradiBonalthatchedbohio&murals
PasoFinoHorseDemonstraBons
• TradiBonalbreed&gaitfromPuertoRico
• Boarding,breeding,showing,trainingsales
• Ponyrides
• Rebuildinghistoricbarn
Lalechonerabarbeque
• TradiBonalPuertoRicanlechon
• On‐farm,direct‐market,value‐addedlivestockmarkeBng
• #1aVracBonaccordingtomarketresearch
GreenhouseOperaBons
• WastevegetableoilheaBngsystem
CulturalEvents• Livemusic
• Theater&folkloricdance• Dominoestournaments
• Interfaithblessing
• Community‐driven
• Basedinthecultureandexperiencesofthecommunity• Environmentallyposi8ve
• Designedtobuildlong‐termeconomicopportuni8esandcapacityforcommunitymembers
• Takingcontroloflandandcommunityspace
GuidingPrinciplesofCommunityDevelopment
• AnagriculturallyproducBveurbanecosystem
• FuncBonalinterconnecBon• Servestheneedsofthe
community
• Usesproductsandskillsofcommunity
• SuppliesessenBalneeds• HarmoniousintegraBon
HowdoesNuestrasRaícesdemonstratepermaculture?
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