Neighboring Food Co-op Association Annual Meeting 2014
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On March 29th, 2014, the Neighboring Food Co-op Association (NFCA) held its Third Annual Meeting, hosted by the Putney Food Co-op in Putney, VT. The gathering, facilitated by David Fowle, Eastern Corridor Advisor for the National Co-op Grocers Association, was attended by over 100 co-operators from more than 35 food co-ops and start-up initiatives from Connecticut, Massachusetts, New Hampshire, Rhode Island, and Vermont, and over 10 regional and national partner organizations.
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Neighboring Food Co-op Association Annual Meeting 2014
- 1. 3rd Annual Meeting 29th March 2014 Putney School Putney, VT
- 2. 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
- 3. Glenn Lower President & Chair of the Board General Manager Middlebury Natural Foods Co-‐op NFCA Annual Meeting, 2014 BOARD OF DIRECTORS REPORT
- 4. 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! NFCA Annual Meeting, 2014 BOARD OF DIRECTORS REPORT
- 5. 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% NFCA Annual Meeting, 2014 BOARD OF DIRECTORS REPORT
- 6. Roger Noonan, New England Farmers Union GUEST SPEAKER
- 7. 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 NFCA Annual Meeting, 2014 OUR GUEST SPEAKER
- 8. 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
- 9. 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
- 10. 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.
- 11. 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
- 12. 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
- 13. 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
- 14. NFCA Annual Meeting, 2014 MORNING BREAK Thank you to our partners for their support.
- 15. 2013 activities & priorities for 2014 STAFF REPORT
- 16. Priorities for 2013… Network Partnerships Marketing & Outreach Regional Sourcing Organizational Development …Context: The Co-‐ operative Decade NFCA Annual Meeting, 2014 STAFF REPORT
- 17. 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 NFCA Annual Meeting, 2014 NETWORK PARTNERSHIPS
- 18. NFCA Annual Meeting, 2014 ORGANIC VALLEY FARM TOUR, 2013
- 19. • 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 NFCA Annual Meeting, 2014 MARKETING & OUTREACH
- 20. Winter NOFA Conferences Co-‐op track at NOFA summer conference Member co-‐op annual meetings and events Slow Living Summit “Food for Change” NFCA Annual Meeting, 2014 REGIONAL EVENTS
- 21. Facebook 645 to 874 likes Promoting co-‐op buzz and member co-‐ops Twitter 233 followers Slideshare 6,300 downloads — among top 5% NFCA Annual Meeting, 2014 SOCIAL MEDIA
- 22. 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” NFCA Annual Meeting, 2014 CO-‐OPS IN THE CURRICULUM
- 23. 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 NFCA Annual Meeting, 2014 REGIONAL SOURCING 2013
- 24. 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 NFCA Annual Meeting, 2014 FARM TO FREEZER
- 25. 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 NFCA Annual Meeting, 2014 CAVE TO CO-‐OP
- 26. 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) NFCA Annual Meeting, 2014 CAVE TO CO-‐OP ALL-‐STARS, 2013
- 27. 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) NFCA Annual Meeting, 2014 FARM TO FREEZER ALL-‐STARS, 2013
- 28. 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 NFCA Annual Meeting, 2014 ORGANIZATIONAL DEVELOPMENT
- 29. NFCA Annual Meeting, 2014 PEER TO PEER COLLABORATION
- 30. NFCA Annual Meeting, 2014 FOOD CO-‐OPS & HEALTHY FOOD ACCESS
- 31. 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 NFCA Annual Meeting, 2014 PRIORITIES FOR 2014
- 32. 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. NFCA Annual Meeting, 2014 THANK YOU!
- 33. NFCA Annual Meeting, 2014 QUESTIONS, FEEDBACK, IDEAS?
- 34. Small group activity on the ICA’s Guidance Notes NFCA Annual Meeting, 2014 BRINGING THE CO-‐OPERATIVE PRINCIPLES TO LIFE
- 35. 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 DECADE JANUARY 2013 NFCA Annual Meeting, 2014 VISION FOR A CO-‐OPERATIVE DECADE
- 36. NFCA Annual Meeting, 2014 STRATEGY FOR A CO-‐OPERATIVE DECADE Sustainable Business Legal Framework Co-‐op Capital Member Participation Co-‐operative Identity
- 37. Principle 3: Member Economic Participation Principle 5: Education, Training & Information Principle 7: Concern for Community NFCA Annual Meeting, 2014 GUIDANCE NOTES ON THE CO-‐OPERATIVE PRINCIPLES
- 38. 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. NFCA Annual Meeting, 2014 MEMBER ECONOMIC PARTICIPATION
- 39. 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. NFCA Annual Meeting, 2014 EDUCATION, TRAINING & INFORMATION
- 40. Co-‐operatives work for the sustainable development of their communities through policies approved by their members. NFCA Annual Meeting, 2014 CONCERN FOR COMMUNITY
- 41. 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? NFCA Annual Meeting, 2014 SMALL GROUP DIALOG
- 42. 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? NFCA Annual Meeting, 2014 SMALL GROUP REPORT OUT
- 43. Dialog and member networking NFCA Annual Meeting, 2014 LUNCH: THANK YOU, PUTNEY FOOD CO-‐OP!
- 44. 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 NFCA Annual Meeting, 2014 LUNCH TABLES
- 45. NFCA Annual Meeting, 2014 LUNCH & NETWORKING Thank you to our partners for their support.
- 46. GMOs, Healthy Food Access, Membership Development NFCA Annual Meeting, 2014 AFTERNOON WORKSHOPS
- 47. 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) NFCA Annual Meeting, 2014 AFTERNOON WORKSHOPS
- 48. Building a Membership Campaign to Scale Suzi Carter Director of Programs and Partnerships
- 49. 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
- 50. 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
- 51. What’s your experience with member recruitment? How would you describe your experience planning and implementing membership campaigns? Novice Beginner Intermediate Expert
- 52. Why do member campaigns fail?
- 53. 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?
- 54. The secret to successful campaigns?
- 55. What if I told you that… Storytelling = More Members ?
- 56. Four Cornerstones in Three Stages
- 57. LEADERSHIP Taking responsibility for enabling others to achieve shared purpose, in the face of uncertainty
- 58. Intro to Public Narrative
- 59. What is Public Narrative?"What is Public Narrative?
- 60. A princess sends two robots to find a veteran warrior. A farm boy blows up a space station. Storytelling
- 63. • 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!
- 64. 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 dialogueUncovering the root through dialogue
- 65. 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
- 66. Intro to Planning a Membership Recruitment Campaign
- 67. Membership growth? 0 100 200 300 400 500 600 Membership growth?
- 68. Membership (fantasy?) 0 100 200 300 400 500 600 Membership (fantasy?)
- 69. Membership plateau 0 100 200 300 400 500 600 Membership plateau
- 70. Endowed Rela:onal Capacity Endowed Relational Capacity
- 72. Adop:on curve Adoption curve
- 73. … vs. Earned Rela:onal Capacity …vs. Earned Relational Capacity
- 74. In the long run… 0 200 400 600 800 1000 1200 1400 1600 In the long run…
- 75. 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
- 76. Campaign planning graph Resources + Intensity Time Campaign Planning Graph
- 77. 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
- 79. 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
- 80. Time to build your own campaign! Fun!
- 81. Campaign planning graph What yours might look like…
- 82. Campaign planning graph Color Guide PINK Membership Goal BLUE Approach and Strategies ORANGE Tools and Resources PURPLE Measurements
- 83. One next step! Go us!
- 84. FoodCoopInitiative.coop Suzi Carter Food Co-op Initiative suzi@fci.coop 540-416-2667 (COOP) More guides, webinars, toolkits, grants, and more available at: Thank you!
- 85. 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?
- 86. 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
- 87. 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.
- 88. 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
- 89. 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
- 90. Stage 2: Level 2 Earned Relationships (cont’d) 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
- 91. Stage 2: Level 2 Earned Relationships (cont’d) 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)
- 92. Stage 2: Level 2 Earned Relationships (cont’d) 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
- 93. 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
- 94. 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
- 95. 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
- 96. 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.
- 97. NFCA Annual Meeting, 2014 WRAP UP Thank you to our partners for their support.
- 98. 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) NFCA Annual Meeting, 2014 BOARD ELECTIONS RESULTS
- 99. NFCA Annual Meeting, 2014 THANK YOU, ROBYN!
- 100. Meeting highlights Please fill out a meeting evaluation form and leave it at registration Save the Date! NFCA Fall Membership Gathering, 27th Sept 2014 NFCA Annual Meeting, 2014 EVALUATIONS & SAVE THE DATE
- 101. NFCA Annual Meeting, 2014 THANK YOU! Thank you to our partners for their support.