HomeMy WebLinkAboutAgenda - 04-14-2015 - 3ORANGE COUNTY
BOARD OF COMMISSIONERS
AGENDA ITEM ABSTRACT
Meeting Date: April 14, 2015
SUBJECT: 10% Campaign" and Local Food Economy
DEPARTMENT: Board of Commissioners
ATTACHMENT(S):
A: Media Budgets
B: County Food Expenditure Summary
Action Agenda
Item No. 3
PUBLIC HEARING: (Y /N) No
INFORMATION CONTACT:
Bonnie Hammersley, 919 - 245 -2300
Mike Ortosky, 919 - 245 -2336
PURPOSE: To receive an update from the 10% Campaign Team regarding the status of the
Campaign and to hear recommendations on furthering the initiative in Orange County.
BACKGROUND: In June 2012 the Board approved a Resolution supporting the "10%
Campaign" to promote the local food economy and encourage County residents to commit 10%
of their food dollars to support local food producers and related businesses. Additionally the
Board instructed the County Manager and staff to identify existing County government practices
and programs that support this effort, and report back on ways to expand or create new
opportunities to further implement this goal through County programs, initiatives, practices and
events. In November 2014 the current 10% Campaign Team was formed to refocus on the
implementation of project goals and report on that progress.
The "10% Campaign"
• Is an initiative of the Center for Environmental Farming Systems at North Carolina State
University (CEFS)
• Promotes North Carolina farmers, foods, communities, and businesses
• Educates consumers, decision - makers, and the media
• Collaborates with the many influential organizations /initiatives already in place
• Intends to expand the market which will result in new farm, food, and manufacturing
businesses and create jobs.
• Requires cooperators to pledge to spend 10 percent of their existing food dollars locally,
a weekly response to email questions, and progress is tracked and entered into
statewide database
Orange County Practices and Programs in support of this effort include:
■ PLANT (a) Breeze
2
■ Incubator Farm
• Community Gardens
• Food Council
■ Community Based Stakeholders (currently forming)
• Agricultural Summit
■ Annual Conference
• Orangecountyfarms.org
■ Web site for finding producers and markets
• Ag Preservation Board
■ Voluntary Ag Districts
• Piedmont Food and Ag Processing Center
• Agriculture Economic Developer Position
• Growinorange.com
■ Economic Development Website
"Local" as defined by CEFS
• Many different interpretations
• CEFS (10% Campaign) "local is a relative concept"
• CEFS does not assign a mileage limit
• Refers to production & consumption in the same geographic region
• Goal is to optimize sourcing of food in that region
Considerations:
■ Do we want to embrace the CEFS 10% Campaign as it exists (including its definition of
"local ") or do we want a program specific to Orange County?
■ Do we want to create requirements or offer incentives toward achieving greater sourcing
of local foods?
■ Can we effectively achieve the goal by collaborative investments (public - private) in a
"farm to fork" food system infrastructure which would facilitate local sourcing?
Proposed steps to move the 10% Campaign forward are:
■ Make the 10% Campaign the first priority of the Orange County Economic Development
Plan which is under construction at the Economic Development Office.
■ Fund an initial public outreach campaign and ongoing quarterly /seasonal activities to
raise public awareness of the 10% initiative.
■ Work with County departments to increase local food sourcing and develop and maintain
a local producer /provider database (buying guide) for use by County departments in their
local sourcing efforts. This buying guide will be continually updated and shared
throughout all departments.
■ Authorize the Economic Development Office to create a Food Systems Advisory Team to
assist in the further implementation and ongoing management of the 10% Campaign and
other food system economic development efforts.
■ Direct the proposed Food Systems Advisory Team to also evaluate the possibility of a
separate but complimentary "local food sourcing" campaign specific to Orange County.
■ Merge many of the current initiatives into a common collaborative effort to grow
agricultural economic development and local food systems by creating market
infrastructure (food enterprise district, food hub, Piedmont Food & Agriculture Processing
Center (PFAP), rural aggregation center, Breeze Farm development, etc.).
FINANCIAL IMPACT: An initial annual public outreach campaign is projected to cost $10,400.
RECOMMENDATION(S): The Manager recommends the Board receive this update, provide
any feedback or questions, and note any requests regarding next steps to the Manager.
M
Attachment A
Support Local Food Sources
Public Outreach & Marketing Campaign (12 Months)
TOTAL = $10,400
BROCHURES
Quantities and Price
5,000 = $700
POSTERS (11" x 17 ")
Quantities and Price
200 =$370
,OSTCARDS (9" x 6" Handout or Newspaper Insert)
Quantities and Price
10,000 = $1150 ($800 printing fee, plus $350 insert fee)
• News of Orange Insert ($350 insert fee) = 7,000 postcards
• Remaining 3,000 postcards for display racks and handouts
WINDOW CLINGS - Provide to restaurants /businesses supporting the campaign
Quantities and Price
250 =$500
BILLBOARD ADF Hillsborough billboard at the intersection of 70 and 86,
Display ad for (4) weeks = $715 x 2 (one billboard every six months) =$1430
PROMOTIONAL VIDEO - Professional five minute video production = $1,500
NEWSPAPER DISPLAY ADS (full color)
Chapel Hill News - Half page = $617.85 or Quarter page = $434.24
News of Orange — Quarter page = $350
Quarter page ads in both papers each quarter $3200
RESTAURANT GUIW"
Add "green" dot or `L' designation for the restaurants supporting the campaign
No additional cost associated with this
RADIO SPOTS
Price TBD based on the number of spots and the length; 30 seconds or 60 seconds
One PSA per quarter = $1,000 - $1500
Attachment B
Example Orange County Food Expenditures FY 2014
Jail Provisions $ 257,905.00
Senior Meals $ 170,905.00
Caterers $ 21,510.00
Total $ 450,320.00