CCOF Annual Convention:
Education Conference & Annual Meeting
Growing the Organic Market
Conference presentations now available.
Convention Agenda
Friday February 18, 2011
4:30 -7:00 PM CCOF Annual Meeting
7:00-8:30 PM Welcome Reception
The Welcome Reception will be hosted by CCOF Inc. and the CCOF South Coast Chapter. The reception will include organic beverages and hors d’oeuvres.
Saturday February 19, 2011 Education Conference
8:00- 9:00 AM Registration, Breakfast, & Exhibitor Showcase
9:00- 9:20 AM Welcome & Overview of the Day
9:20-9:30 AM Setting the Stage
9:30-10:30 AM Panel: State of the Organic Union
In this opening session for “Growing the Organic Market”, the panel will describe the current state of the organic market in California and beyond, and provide current statistics, studies, and experiences.
Moderator: Stephenie Alexandre, Alexandre EcoDairy, CCOF Board Member
• Christine Bushway, Organic Trade Association
• Ron Strochlic, former director of California Institute for Rural Studies (CIRS)
• Judith Redmond, Full Belly Farm
10:30-10:50 AM Break & Exhibitor Showcase
10:50-12:00 PM Concurrent Break-out Sessions
There will be five concurrent break-out sessions that will repeat once to allow participants to attend two of the five topics. These hands-on sessions will be provided by experts in five market areas: Wholesale/Distributor/Retail, Farmers Markets, CSA’s, Restaurants, and Export markets. Presenters will offer the pros and cons of working in each market area, share their experiences, and highlight resources and materials that will benefit both seasoned operations and those just getting started:
1) Wholesale/Distributors/Retail
How do you approach wholesale, distributors, and retailers? How do your package and prepare your product for these markets? Learn tips from a large distributor, a small local market and a national retailer.
Moderator: Rick Lejeune, Heath & Lejeune, Inc.
• Bu Nygrens, Veritable Vegetable
• Ryan Peterson, Jimbo’s Naturally
• Jeff Biddle, Whole Foods
2) Farmers Markets
How do you access farmers markets? What are the pros and cons of direct marketing at farmers markets? What can you do if the markets in your area are saturated? What can you do if a farmers market does not exist in your area?
Moderator: Ben Feldman, Berkeley Farmers' Markets
• Robert “BD” Dautch, Earthtrine Farms
• Mort Bernstein, Santa Monica Farmers Market
• Deborah Yashar, Agriculture and Land-Based Training Association (ALBA)
3) CSA Toolbox
What are the pros and cons of organizing a CSA? Hear success stories and learn from challenges involved in starting one. Speakers will include farmers who use different techniques for running a CSA and resource organization.
Moderator: Claudia Reid, Policy Director, CCOF
• Julie Morris, Join the Farm
• Thomas Nelson, Capay Valley Vision
• Benzi Ronen, Farmigo
4) Chef/Restaurants/Schools
Do you want to learn how to work with chefs and sell your product to restaurants or schools? How do you prepare your product for these markets? Learn tips and tricks from the chefs themselves and the farmers that supply to them. Discuss how to expand organic into more eating establishments.
• Jaime Smith, Santa Cruz Public Schools
• Eric Michielssen, Pozo Organic Farm
• Andy Soboil, O!Burger
5) Export Markets
Do you want to export your product? What’s on the horizon for international exports? What are the opportunities in Canada, Mexico, the European Union and Australia? What are the barriers? Do you have to be big to export?
Moderator: Kelly Lehman, CCOF Global Market Access Program
- David Gagnon, Organic Trade Association
- Sam Mayhew, Oxnard Lemon
12:00-12:50 PM Lunch & Exhibitor Showcase
12:50-2:10 PM Thinking Outside the Box: Changing the Food Distribution System
This session will comprise of an interactive activity to directly address some of the key barriers to expanding the organic market. First, a panel of presenters will highlight current innovative efforts to bring organic food to market and to new customers including alternative food hubs and distribution centers and procurement programs. Participants will then have the opportunity to engage in an interactive “world café” where small groups will address key questions and brainstorm ideas on the topic.
Moderator: Tina Cosentino, Program & Member Services Specialist, CCOF
• Jim Cochran, Swanton Berry Farm
• David Weinstein, Heath & Lejeune, Inc.
• Sharon Cech, Farm to Institution, Urban and Environmental Policy Institute
2:10- 2:30 PM Break & Exhibitor Showcase
2:30-3:40 PM Repeat Concurrent Break-out Sessions (see above)
3:40- 3:50 PM Break & Exhibitor Showcase
3:50-4:50 PM Panel: Telling Your Story: Best Practices in New Marketing Tools
This panel will share case-studies on how CCOF certified members are using public and media relations, websites and online marketing tools like blogs, Facebook and Twitter to ‘tell their story,’ and build their customer loyalty and brand to grow their market share. You will learn about the communication tools that can help you to engage with your customers, help them understand the organic movement, feel part of the organic community and to get to know you, what motivates you, what guides your daily actions and the way that you grow and produce their food.
- Simon Huntley, Small Farm Central
- Lisa Kivirist, National Sustainable Agriculture Coalition
- Todd Champagne, Happy Girl Kitchen Co.
- Todd Habermehl, Amazing Grass
4:50- 5: 20 PM Keynote Speaker: Rayne Pegg, Administrator of the USDA Agricultural Marketing Service (AMS)
Rayne brings a deep knowledge of California agriculture and marketing on both the national and international level, based on over 10 years of experience in production agriculture.
5:20-5:30 PM Concluding Remarks
Back to top
Sunday February 20, 2011
8:00 - 9:00 AM Optional: Become Certified Organic
Breakfast meeting for participants interested in becoming certified organic.
9:00-3:00 PM Ojai Valley Farm Tours
Join us in the Ojai Valley as we tour two CCOF Certified Organic farms, Earthtrine Farm and Gozo Farm, and enjoy an organic lunch at Farmer and the Cook restaurant. The tour will conclude at the Ojai Farmers Market which has provided local and organically farmed produce, flowers and gourmet food directly to the community of Ojai for over 18 years and has grown to over 60 stalls. The tour will give participants a hands-on opportunity to interact with local CCOF certified operations and learn about their marketing methods and experiences. The tour is limited to 45 people.
2011 Conference Slides
Organic State of the Union - Christine Bushway
Organic State of the Union - Ron Strolic
Wholesale/Distributors/Retail- Bu Nygrens
Wholesale/Distributors/Retail- Ryan Peterson
Wholesale/Distributors/Retail - Jeff Biddle
Restaurants - Eric Michielssen
Export Markets - Sam Mayhew
Export Markets- David Gagnon
Thinking outside the box - Sharon Chec
Telling your story- Lisa Kivirist
Telling your story - Todd Champaign
2010 Conference Information
View 2010 Conference Agenda
View 2010 Conference Sponsors
Back to top
|
