Neighboring Food Co-op Association Annual Meeting 2014

3rd Annual Meeting

29th March 2014

Putney School

Putney, VT

 Welcome  David Fowle (NCGA), Facilitator

 Board of Director’s Report  Glenn Lower, Chair

 Guest  Roger Noonan, President of NEFU

 Staff Report  Erbin Crowell & Bonnie Hudspeth

 “Bringing the Co-‐operative Principles to Life”  Lunch Topic Tables & Networking  Afternoon Workshops  Election Results, Appreciations & Evaluation

NFCA Annual Meeting, 2014

AGENDA FOR THE DAY

Glenn Lower   President & Chair

of the Board   General Manager

Middlebury Natural Foods Co-‐op


BOARD OF DIRECTORS REPORT

 Welcome new members from 2013: Alternative Food Co-‐op (RI)

 …and new members in 2014: St. J Food Co-‐op (VT) and North Quabbin Community Co-‐op (MA)

 Congratulations to Monadnock Food Co-‐op (NH) on their first year, coming up in April!

 And welcome Noah!



Our Progress   Informal networking 2004   Middlebury Manifesto 2007   Shared Impact Study 2008   Hired Erbin 2010   NFCA incorporated 2011   Hired Bonnie 2011 Financial Progress   Total Assets: 20% increase   Total Liabilities: Down 2.6%   Total Equity: Up 36%



Roger Noonan, New England Farmers Union

GUEST SPEAKER

Roger Noonan  President, New England Farmers Union (NEFU)

 Organic Famer: Middlebranch Farm, New Boston, NH

 Local Harvest Co-‐op CSA  Advocate for small farmers in food safety policy dialogs

 NEFU key NFCA partner on food system policy


OUR GUEST SPEAKER

A grass-‐roots membership organiza2on, commi5ed to enhancing the economic sustainability of family farmers, fishermen, and their communi2es through Legisla2on,

Educa2on and Co-‐opera2on www.newenglandfarmersunion.org

Overview

•  1,500 members and growing –  Producers, producer organiza:ons, food co-‐ops and consumers

–  From all six New England states

•  Incorporated in 2009; the newest chapter of Na:onal Farmers Union (NFU)

•  Founded on the principles of Legisla-on, Educa-on and Coopera-on

Legisla-on •  Ar:culate policy priori:es based on member input

•  Organize annual legisla:ve fly-‐in to Washington, D.C.

•  Engage producers and consumers to effec:vely influence agricultural legisla:on – FSMA (food safety)

•  Support producers in state and local issues.

Our members set our priori-es •  Our 2014 priori:es include: – Farm Bill Implementa:on and appropria:ons

– FSMA (Food Safety Moderniza:on Act)

– Local and Regional Food System –  Mandatory Transparent Consumer Labeling (GMO, COOL)

–  Industrial Hemp

NEFU is a member-‐driven and member-‐supported

organiza7on

Educa-on

•  NFU Beginning Farmer Ins-tute –  An NFU program that helps beginning farmers acquire leadership and farm management skills.

•  NFU Women’s Conference –  NFU, in partnership with Annie’s Project, is helping women farmers enhance their farm knowledge and leadership skills.

•  College Conference of Co-‐opera-ves –  An annual educa:onal opportunity for your adults to learn about co-‐ops, hear from co-‐op leaders and visit co-‐opera:ve enterprises

Co-‐opera-on

•  Support co-‐opera:ve endeavors – Developed co-‐op resources – Value-‐Added Producer Grant with Deep Root Organic Co-‐op

– Organize co-‐opera:ve educa:onal opportuni:es

•  Partner with Neighboring Food Co-‐op Associa:on to engage consumers on issues affec:ng family farmers


MORNING BREAK

Thank you to our partners for their support.

2013 activities & priorities for 2014

STAFF REPORT

Priorities for 2013…  Network Partnerships

 Marketing & Outreach

 Regional Sourcing  Organizational Development

…Context: The Co-‐operative Decade


STAFF REPORT

  New England Farmers Union

  Cooperative Fund of New England

  Hunger Free Vermont

  Food Co-‐op Initiative   Cross-‐Sector Co-‐op

Collaboration   Valley Co-‐op

Business Association


NETWORK PARTNERSHIPS


ORGANIC VALLEY FARM TOUR, 2013

•  Ads & Press: Co-‐op Decade & Food Security

•  Materials: Projects, Member Resources

•  Regional Events: Integrating Co-‐ops into the Dialog

•  Educational Initiatives: UMASS Co-‐op Certificate


MARKETING & OUTREACH

 Winter NOFA Conferences

 Co-‐op track at NOFA summer conference

 Member co-‐op annual meetings and events

 Slow Living Summit  “Food for Change”


REGIONAL EVENTS

 Facebook  645 to 874 likes  Promoting co-‐op buzz and member co-‐ops

 Twitter  233 followers

 Slideshare  6,300 downloads — among top 5%


SOCIAL MEDIA

 UMASS Co-‐operative Enterprise Collaborative

 Certificate in Applied Research in Co-‐operative Enterprise

 Summer internship program

 2013: Senior seminar  2014: 100+ students enrolled in ECON 105: “Introduction to the Co-‐operative Movement”


CO-‐OPS IN THE CURRICULUM

 Vision: Branded, Regional, Sustainable, Scalable, Co-‐operative

 Cave to Co-‐op: Promote & Grow Program

 Farm to Freezer: Develop, Expand, Learn

 Future? Distribution Model to Facilitate Sourcing


REGIONAL SOURCING 2013

 2 yr exploratory pilot  NCGA grant support  13,000 pounds for 2012-‐13 season

 Challenge: processing, price & distribution

 Collaboration with Deep Root Organic Co-‐op, NEFU to explore models for future


FARM TO FREEZER

 Promote our region’s artisan cheese makers

 Food co-‐ops as food system partners

 Volume has doubled since 2009

 28,000 pounds over 5 years


CAVE TO CO-‐OP

OVERALL VOLUME

 City Market / Onion River Co-‐op (VT)

 Co-‐op Food Stores / Hanover Co-‐op (NH, VT)

 Brattleboro Food Co-‐op (VT)

VOLUME / REVENUE

 Upper Valley Food Co-‐op (VT)

 Putney Food Co-‐op (VT)

 Wild Oats Co-‐op (MA)


CAVE TO CO-‐OP ALL-‐STARS, 2013

OVERALL VOLUME

 Co-‐op Food Stores / Hanover Co-‐op (NH, VT)

 City Market / Onion River Co-‐op (VT)

 River Valley Co-‐op Market (MA)

VOLUME / REVENUE

 Buffalo Mountain Co-‐op (VT)

 Plainfield Co-‐op (VT)

 Upper Valley Food Co-‐op (VT)


FARM TO FREEZER ALL-‐STARS, 2013

 Membership: From 31 to 34 members

 Linkage: E-‐news, Social media, outreach, events, member gatherings

 Resources: Dues supported, external grants & support

 Support: Peer to peer collaboration and partner support


ORGANIZATIONAL DEVELOPMENT


PEER TO PEER COLLABORATION


FOOD CO-‐OPS & HEALTHY FOOD ACCESS

 Financially sustainable organization  Member dues and supplemental grant support

 Peer to peer collaboration  Member trainings, HFA and partner support

 Network partnerships  Increasing our impact, accessing resources

 Marketing & education  Regional conferences, UMASS program

 Regional sourcing  Collaboration with Deep Root and NEFU


PRIORITIES FOR 2014

To our members, our board of directors, and our organizational partners… …for making this another year of growth, success and impact for the NFCA, our member co-‐ops and our vision.


THANK YOU!


QUESTIONS, FEEDBACK, IDEAS?

Small group activity on the ICA’s Guidance Notes


BRINGING THE CO-‐OPERATIVE PRINCIPLES TO LIFE

By 2020, co-‐operative enterprise will be…  The acknowledged leader in economic, social and environmental sustainability,

 The business model preferred by people around the world,

 The fastest growing form of enterprise.

INTERNATIONAL CO-OPERATIVE ALLIANCE

BLUEPRINT FOR A CO-OPERATIVE DECADEJANUARY 2013


VISION FOR A CO-‐OPERATIVE DECADE


STRATEGY FOR A CO-‐OPERATIVE DECADE

Sustainable Business

Legal Framework

Co-‐op Capital

Member Participation

Co-‐operative Identity

 Principle 3: Member Economic Participation

 Principle 5: Education, Training & Information

 Principle 7: Concern for Community


GUIDANCE NOTES ON THE CO-‐OPERATIVE PRINCIPLES

Members contribute equitably to, and democratically control, the capital of their co-‐operative. At least part of that capital is usually the common property of the co-‐operative. Members usually receive limited compensation, if any, on capital subscribed as a condition of membership. Members allocate surpluses for any or all of the following purposes: developing their co-‐operative, possibly by setting up reserves, part of which at least would be indivisible; benefiting members in proportion to their transactions with the co-‐operative; and supporting other activities approved by the membership.


MEMBER ECONOMIC PARTICIPATION

Co-‐operatives provide education and training for their members, elected representatives, managers, and employees so they can contribute effectively to the development of their co-‐operatives. They inform the general public — particularly young people and opinion leaders — about the nature and benefits of co-‐operation.


EDUCATION, TRAINING & INFORMATION

Co-‐operatives work for the sustainable development of their communities through policies approved by their members.


CONCERN FOR COMMUNITY

a) What is most important to you about the principle you are considering in terms of what makes co-‐ops different?

b) What are some of the exciting things that your co-‐op is doing that relates to the principle you are considering?

c) What is the NFCA doing related to these principles? What could we do in the future?


SMALL GROUP DIALOG

Your group’s NUMBER ONE Answer:  What is most important about this principle?  What is most exciting about what our co-‐ops are doing in this area? (Could be an example from a member co-‐op)  What is the NFCA doing and what could we do in the future?


SMALL GROUP REPORT OUT

Dialog and member networking


LUNCH: THANK YOU,

PUTNEY FOOD CO-‐OP!

1)  Operations Grab Bag

2)  Truckload Sales 3)  Cave to Co-‐op at 5

Years 4)  Planning a

Successful Expansion

5)  Supporting New Co-‐ops

6)  Building Employment Opportunities

7)  Board Peer to Peer Learning

8)  CCMA 2015! 9)  Member Loan

Campaigns


LUNCH TABLES


LUNCH & NETWORKING


GMOs, Healthy Food Access, Membership Development


AFTERNOON WORKSHOPS

 GMO Labeling: What Can Co-‐ops Do?

(Class Room)  Food Co-‐ops & Healthy Food Access

(Meditation Rm)  Get over the Hump: Build Your Membership Campaign to Scale

(Main Room)


AFTERNOON WORKSHOPS

Building a Membership Campaign to Scale

Suzi Carter

Director of Programs and Partnerships

What’s this training going to cover?

1.  Introduction to Public Narrative and Organizing 2.   Components of a Membership Recruitment

Campaign 3.   Planning your Membership Campaign to Scale

What’s this training going to cover?

1.  Introduction to Public Narrative and Organizing 2.   Components of a Membership Recruitment

Campaign 3.   Planning your Membership Campaign to Scale

What’s your experience with member recruitment?

How would you describe your experience planning and implementing membership campaigns?

 Novice  Beginner   Intermediate  Expert

Why do member campaigns fail?

Why does this happen?

•  Too much information •  Death by leaders •  Didn’t plan •  No training •  Didn’t engage the community •  No momentum •  No systems of accountability •  No rewards •  Lack of communication •  What else?

The secret to successful campaigns?

What if I told you that…

Storytelling = More Members ?

Four Cornerstones in Three Stages

LEADERSHIP

Taking responsibility for enabling others to achieve shared purpose, in the face of uncertainty

Intro to Public Narrative

What is Public Narrative?"What is Public Narrative?

A princess sends two robots to find a veteran warrior. A farm boy blows up a space station.

Storytelling

CHALLENGE"

CHOICE" MORAL"

STAG

NATIO

N"

MO

TIVATION"

Inertia"Apathy"Fear"Isolation"Self Doubt"

URGENCY"

ANGER"

HOPE"

SOLIDARITY"

YCMD"

•  Am I inspired by this vision? •  Is the leadership credible? •  Do I have these interests? •  Do I think a co-op will solve them? •  Do I think this team and

organization will be able to achieve a new co-op?

•  Do I trust and respect the speaker? •  Do I know other people who have

joined? •  Am I like the people who have

joined? Is this for people like me? •  Do I see the need to join before it

opens? •  Will I actually shop at the co-op?

•  Am I financially able to join for the full amount?

•  Is there an installment plan? •  Do I need to get permission from my

spouse first? •  Can I pledge to join? •  Will I be able to afford the food at the

co-op? •  Can I learn more about the co-op and

team at a meeting, or talking with leadership 1:1?

Can I do it? Is it worth it?

Your presentation needs to answer these questions!

Why are you starting a co-op?

When was the moment of decision?

What values motivate you to do this?

Where did you learn those values? Growing up?

Uncovering the root through dialogue Uncovering the root through dialogue

The name of the game: Grassroots Organizing The Job of the Organizer

Identify and recruit the people needed to do the work of starting the co-op,

and keep them working together effectively

Intro to Planning a Membership Recruitment Campaign

Membership growth?

0

100

200

300

400

500

600

Membership growth?

Membership (fantasy?)

0

100

200

300

400

500

600

Membership (fantasy?)

Membership plateau

0

100

200

300

400

500

600

Membership plateau

Endowed Rela:onal Capacity Endowed Relational Capacity

Low hanging fruit

Adop:on curve Adoption curve

… vs. Earned Rela:onal Capacity …vs. Earned Relational Capacity

In the long run…

0

200

400

600

800

1000

1200

1400

1600

In the long run…

I have the most experience with this part of recruitment:

1)  Identifying goals, strategies and measurement tools

2)  Designing and creating campaign materials/templates

3)  Talking with friends and coworkers about the co-op

4)  Presentations and tabling at community events

5)  Recruiting and managing volunteers

6)  Data management, numbers, quality control

Campaign planning graph Re

sources + Intensity

Time

Campaign Planning Graph

Food co-‐op campaign

Stage 0 Stage 1

Stage 2A

Stage 2B

Stage 3A

Stage 3B,C

Stage 3D

Resources + Intensity

Time

Food co-op campaign

Pre-‐level

Level 1

Level 2

Level 2 PLAN

Level 3

Get ready for opening!

Shihing to Opera:ons

Building a Membership Campaign

Level 3 PLAN

Level 1 PLAN

Time to build

your own

campaign!

Fun!

Campaign planning graph What yours might look like…

Campaign planning graph Color Guide

PINK Membership Goal BLUE Approach and Strategies

ORANGE Tools and Resources

PURPLE Measurements

One next step!

Go us!

FoodCoopInitiative.coop

Suzi Carter Food Co-op Initiative [email protected] 540-416-2667 (COOP)

More guides, webinars, toolkits, grants, and more available at:

Thank you!

Stage 1: Level 1 Recruitment Endowed Relationships

Goal: 200-300 members Approach: Friends, family, those closest to steering committee; grassroots feel Strategy: •  Deadline: 6 months (spring or fall of year 1) •  Co-op as the hero: name the problem, present the co-op as

the solution •  Invite: you can be the first! •  Attainable goal: With your vision, we can work on feasibility •  Ask/Listen/Follow up: How would you like to be involved?

Stage 1: Level 1 Recruitment cont’d

Activities: •  One-on-ones •  Steering Committee as

ambassadors and recruiters •  Phone calls •  Create web presence •  Build email list •  Send regular emails •  Create FAQs •  Have a party! (not a festival)

Tools/Resources: •  Website •  Email template •  Calling script •  How to do a ‘one-on-one’ •  Brochure & generic poster •  Budget •  Member database •  Member prospect tracking tool •  Photos •  Outreach report

Stage 1: Level 1 Recruitment cont’d

Talent: •  8-15 core ambassadors •  1-2 member trackers •  1-2 media updaters

Budget: •  Printing $ •  Web hosting $ •  Postage $ •  Travel & mileage $ •  Volunteer Appreciation $ •  Computer $ •  Recruitment Training $ •  Office (opt.) $ •  Phone (opt.) $ •  Member Recruitment $ Coordinator (opt.)

Measurement: •  Deadline: 6 months •  35 new members/mo. •  100 1-on-1 contacts/mo. •  At least 2 emails/mo. (30%) •  Daily Fb updates •  100 new Fb Likes/mo.

Stage 2: Level 2 Earned Relationships

Goal: 500-700 members Approach: Build mid-level support from core members’ networks; friends of friends Strategy: •  Deadline: 6 months (fall of year 1 or spring of year 2) •  Co-op as the hero (cont’d) •  Exploring and refining message and image •  Attainable goal: you will help to secure the site! •  Train/Follow Up: building out the snowflake model

Stage 2: Level 2 Earned Relationships (cont’d)

Activities: •  Everything from Level 1 •  Presentations to orgs and small groups •  Private house parties •  Small public events •  Press releases •  Recruit talented core volunteers •  Get your story in others’ communications •  Personal follow-ups with prospect list


Tools/Resources: •  Everything from Level 1 •  Event in a bag •  How To templates •  Inexpensive swag •  PR templates (story, event) •  House party toolkit •  Formalized thank you process •  Volunteer member

recruitment training

•  PowerPoint template •  Invitations template to events •  Co+op video, poster, recipes •  Thermometer graphic (sign?) •  Photos of other co-ops •  “I’m a member because” •  Tabling Like a Pro •  Write up of your co-op


Talent: •  Everyone from Level 1 •  Paid outreach/member recruitment coordinator •  Private parties coordinator •  Small events Coordinator •  General volunteer coordinator •  Presentations coordinator •  PR/Media Team (1-4 people) •  Photographers (on-call pipeline)


Budget: •  Printing $ •  Web hosting $ •  Postage $ •  Travel & mileage $ •  Volunteer Appreciation $ •  Computer $ •  Recruitment Training $ •  Office $ •  Phone $ •  Memb. Recr. Crdtr. $ •  Promo (electronic) $ •  Parties $

Measurement: •  Deadline: 6 months •  65 new members/mo. •  10 house parties/mo. •  1 event/wk. •  1-2 presentations/wk. •  At least 2 emails/mo. •  1-2 Fb posts/day •  1 mass media coverage/wk. •  At least 15 core volunteers by kickoff

Stage 3: Level 3 Leveraging the 500-700

Goal: 700-1,200 members Approach: Building on the reciprocators networks; people you don’t know and late adopter friends of members Strategy: •  Deadline: 6 months (prioritize spring and fall) •  Professionalizing all that has been built; less labor intensive •  We’re strong and this is really happening! Join before the

store opens! •  Store as ‘carrot’ •  Mass media as best friends

Stage 3: Level 3 Leveraging the 500-700

Activities: •  Everything from Level 1 and 2 •  Include membership message with Member Loan Campaign •  Small public events •  Participation in larger community events •  Telling confident story of success •  Enhanced communications, refined voice; regular press releases •  Brand all materials, photos •  Update website and brochure(s) with store and shopping •  Site tours monthly with ownership message •  Be more selective with presentations •  Email and social media updates •  Canvassing to surrounding communities and residents

Stage 3: Level 3 Leveraging the 500-700 (cont’d)

Tools/Resources: •  Everything from Level 1 and 2 •  Updated PowerPoint

presentation •  Store/site renderings •  “How to” store tour templates •  Press release template for story

and event •  “Hey Neighbor!” packets •  New pro logo/brand kit*

Talent: •  Everyone from Level 1 and 2 •  3 trained tour guides •  Site tour coordinator •  Photographer (on-call list) •  2-3 one-on-one follow up

volunteers •  1 media writer •  1-3 bloggers •  1-3 social media volunteers

Stage 3: Level 3 Leveraging the 500-700 (cont’d)

Budget: •  Printing $ •  Web hosting $ •  Postage $ •  Travel & mileage $ •  Volunteer Appreciation $ •  Office $ •  Phone $ •  Memb. Recr. Crdtr. $ •  Site Tours $ •  Sponsorships $

Measurement: •  Deadline: 4 months •  80 new members/mo. •  1 site tour/mo. with goal of 100 people at each •  1 mass media coverage/wk. •  3-4 presentations/mo.* •  10 Fb posts/wk. minimum •  20 follow up calls/wk. •  1 email/wk.


WRAP UP


Our candidates  Ed King, General Manager, Littleton Food Co-‐op (NH)

 Kay Litten, Board of Directors, Co-‐op Food Stores / Hanover Consumer Co-‐op (NH, VT)

 Suzette Snow-‐Cobb, Marketing & Membership Manager, Franklin Community Co-‐op (MA)

 Joanne Todd, Board of Directors, Willimantic Food Co-‐op (CT)


BOARD ELECTIONS RESULTS


THANK YOU, ROBYN!

 Meeting highlights  Please fill out a meeting evaluation form and leave it at registration  Save the Date! NFCA Fall Membership Gathering, 27th Sept 2014


EVALUATIONS & SAVE THE DATE


THANK YOU!
