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Martin Miles is one of 25
farmers in southwest Virginia who have made the successful switch
from growing tobacco to a diversified mix of crops and specialty
vegetables. Their new cooperative packs produce at Miles’
tobacco barn, part of which he reserves for that purpose.
– Photo by Ann Hawthorne |
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Following the market, forward-thinking farmers in southwest Virginia
and eastern Tennessee re-tooled their operations to grow a wide
range of vegetables, from the traditional to the exotic. Working
with Appalachian Sustainable Development, a nonprofit organization
in Abingdon, Va., about 25 farmers now supply three supermarket
chains representing more than 100 stores. Others have begun working
in a commercial kitchen that enables them to add value to their
raw products.
The project marks a major
shift for the Appalachian-area growers, who for decades grew tobacco before
the market tumbled. The late 1990s lackluster economy and limited opportunities
to earn a good living combined to give the region the unwelcome distinction
of having the highest unemployment rate in Virginia. Accordingly, Appalachian
Sustainable Development, or ASD, launched a project to teach area farmers
about sustainable agriculture, from environmentally sound growing practices
to reaching high-value markets.
The organization held about
75 on-farm workshops to teach production fundamentals, from planting cover
crops to irrigation to harvesting. The training evolved as ASD staffers
learned more about their audience’s needs.
“Some of our early
workshops went from a market garden orientation to 10-acre, tractor-based
farms,” said Anthony Flaccavento, ASD director. “We needed the
farmers to teach us how to apply our ideas on a large scale.”
Research conducted with
scientists at Virginia Tech focused on real-life problems such as controlling
tomato blight and cucumber beetles. The researchers conducted their experiments
on 10 area farms, involving farmers in research design and monitoring
results.
Working with producers and
designing workshops more applicable to the area helped ASD gain credibility
with the larger-scale farmers, who were seeking more profitable alternatives.
ASD pledged to find a new market for certain products, so farmers began
growing tomatoes and other vegetables to meet the promised demand.
Meanwhile, the organization
beat the bushes to find markets in the tri-cities of southwest Virginia:
Johnson City, Kingsport and Bristol. Small health food stores and specialty
shops were happy to take local and sustainably produced food, but their
shelf space was limited.
Then, ASD approached a local
grocery store chain, and the project took off. Flaccavento had learned
that the grocery store wanted to begin offering organic produce, so the
organization seized the opportunity.
“It was just a modest,
working-class chain that decided to give organic a try,” he said.
“We started small with a partner that was willing to grow along with
us. It was a perfect fit.”
ASD brokered the deal in
the fall, then approached farmers to present the opportunity for the coming
season. The project gained rapid acceptance in large part because a few
young tobacco growers known in the farming community agreed to try growing
a few acres of vegetables for the first time. “They were willing
to take risks,” Flaccavento said. “The next year, it opened
the door for us to go to other farmers.”
Now, up to 35 farmers supply
the grocery stores under a new “Appalachian Harvest” label,
growing organic produce on anywhere from 1 to 16 acres. Their annual gross
returns vary, depending on acreage, skills and a good deal of luck, from
$3,000 to $10,000 per acre – or half a million dollars for the fledgling
group.
Other farmers, who have
used the area’s first commercial kitchen at the Jubilee Center in
nearby Hancock County, Tenn., are developing high-value products like
marinades and sweet potato butter. The kitchen, converted from an old
rural school house, opens doors to specialty shops that pay a premium
for unusual products.
With three-quarters of the farmers suffering from real economic distress
before the project, and earning real dollars since, ASD has achieved
one of its chief goals to revitalize the regional economy. “The
farmers see our Appalachian Harvest brand as their project,”
said Flaccavento. “It’s very exciting.”
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Audience
Former tobacco farmers in the Appalachian region of southern
Virginia and eastern Tennessee |
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Educating Team
Appalachian Sustainable Development
www.appsusdev.org |
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Challenges Addressed
Little experience with vegetable production
Little access to capital
Reluctance to try new crops |
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Connection Strategies
Gaining support from leaders in the farm community
Promise of substantial, high-value new markets |
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Teaching Methods
On-farm workshops
Involving farmers as collaborators in university-led research |
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