How Small Farms in Lane County are nurturing farmer-consumer relationships despite the Pandemic
Small local farms in Lane County have been significantly impacted by the pandemic. There have been a number of challenges since the beginning of 2020. Both social distancing and a decrease in customers at the farmers market has impacted the farmer-customer relationships
In an attempt to navigate and adapt to the uncertainty of the pandemic, small farms have reshaped the way they communicate and distribute their products to customers. Many farms now have an online delivery system and are more active on social media.
One of these is Sweet Leaf organic farm in Junction City, Oregon. Sweet Leaf is a certified organic produce farm that provides seasonal produce, community-supported agriculture (CSA), and has vendors at the Lane County and Portland farmers markets.
Dave Sullivan, the farmer and manager of the operation, explains that “one of our goals is building community through strong local agriculture, agriculture, striving to provide a year-round local, organic and regenerative practices.”
Sullivan states that one of the main challenges is continuing to nourish the farmer-customer relationships. According to Sullivan, this relationship is the “juice that keeps us motivated and flowing.”
Since the pandemic, it’s been difficult to nurture these relationships because of the lack of conversation. Due to the social distancing protocols, customers don’t have time to ask about the produce or the farm. “It’s like everyone's in survival mode: people just go in, get their produce, and get out,” said Sullivan.
These challenging circumstances led Sweet Leaf Farm to reactivate their social media presence that was neglected in the past. The goal of their social media is for people to have a connection with the farm and allow an inside look into how the production of the farm works. “I think having a presence where people can just stay updated on daily farm life is important until we can get back to whatever the new normal is.”
“I think people are so cooped up and living through their computer screens. This account makes it so that people can connect with our farm and know what to expect at the farmers market,” says Sullivan.
Sweet Leaf has also reached out to customers through their online shop which features delivery services, farmers market pickup, and community wholesale.
With these online improvements, along with more people buying more produce to cook at home, Sweet Leaf sold more produce and did better overall financially in 2020. “The CSA’s have become really popular. All my friends with farms and ourselves included are at the maximum capacity of customer subscriptions,” says Sullivan.
Moondog’s farm, an organic farm from Marcola, Oregon, has also taken on online delivery service. During the pandemic they started a business called Lane County Bounty which is an online ordering system where customers can buy produce from local farms “It was our way to get fresh veggies to people in a time when they couldn’t leave the house to get them,” explains Brown.
Moondog’s social distancing protocols at the farmer's market have proved challenging. This sometimes upsets customers whereas other customers are gracious that they’re taking the precautions that they are. “Being a small farm we want nothing more than to keep our customers safe- which we have taken every step to do,” says Brown.
How can consumers continue to support local farms during the pandemic?
Sweet Leaf farm and Moondog's Farm suggest three main actions consumers can take:
- Join a CSA
Community Supported Agriculture (CSA) is a mutually beneficial relationship between the farmer and the consumer where there is a monthly subscription of the farm’s harvest. By buying directly from the farmer and in large amounts, the consumer saves money, and the farmer benefits financially.
2. Shop at farmers markets before the grocery store
Shop at the local farmers market first for local and in-season food and then go to the grocery store afterward. If you’re not able to go to the market, read the Locally Grown Guide before shopping at the grocery store because it shows foods grown locally and in-season.
3. Look for “local” labels on products in the grocery store
Small and large grocery stores have labels of where the product is grown. “If you don’t see if it’s grown in Mexico, or in California or the Northwest, strike up a conversation with the produce stocker to find out the source,” suggests Sullivan.
“I think that because of COVID people are a lot more conscious of who they’re supporting and where they’re spending their dollars. More people feel better supporting the family farm down the road versus going to a chain store like Walmart,” says Sullivan.
