Farm Fresh Buy Local SurreyLFS 350 2009

Ally Gallop, Queenie Bei, Genevieve Chandler, Sam Sweetland, Eva Lee and Jocelyn Chan

Our Expertise

The Itinerary• Introduction • Background on Surrey• Background on the project• Our research question

• Methods• Findings and recommendations

• Marketing Strategies• Trademarking• CSL/Policy

• Conclusion and Reflections

A little background...Back in 2006, population was 394,976 (BCStats, 2006)

Now it’s over 462,000 (City of Surrey, n.d.a)

Surrey has 6 town centres:

WhalleyGuildfordFleetwoodNewtonCloverdaleSouth Surrey

Bridging the gap• Most of the farm land is in

South Surrey (City of Surrey, n.d.a)• ALR land in Surrey

• Promoting a mutual relationship between the growing urban population and agricultural sector

• Strengthen the local economy

What is FFBL?•Program temporarily managed by Tracey Sutherland (Our community partner)

•Launched by the City of Surrey to promote purchasing of local foods

•Promotes sustainability of the local food supply

•Food travels less miles to the consumers (environmental)

•the money generated through purchases stay within Surrey (economical)

•Build relationships between urban communities with farmers of Surrey (social)

Our Research QuestionsWhat are the most feasible methods to market FFBL to the urban communities of Surrey?

How do we create a trademarked program to regulate the use of FFBL's logo that does not compromise its brand?

MethodsHow we obtained information to answer our questions

Methods

Community of LearnersInternet Research

Questionnaires

Community Partners

SWOT Analysis Trademarking

CSL

Metchosin Farmer’s Market

Fraser Valley Farm Direct Marketing Association

Community Service

A Rocha Surrey Farm (Taken from: Flickr)

Our Contributions

"Hands-on" CS:

1)Flavours of Surrey Gathered feedback from

restaurateurs and artisans

2)A Rocha Recorded feedback from

program subscribers

3)Presenting our final paper to Tracey in Surrey (Tomorrow)

Taken from: Urban Sprout

FindingsOur qualitative analysis

SS WW

OO TT

Swot analysis

Our Top 3 – social media

Farm Fresh Buy Local Surrey

•A main website, blogging or twittering

•Cost effective

•Can access where ever internet is available

•Mainly to attract the public, not as geared towards farmers

•Requires consistent activity to keep followers interested in the program

Our Top 3 - pamphlets

•Current FFBL pamphlet should be updated

•Provides information about seasonal and all year round farms and their locations

•People can read it at their convenience

Our Top 3 - education

•We want the logo to be seen but also

RECOGNIZED•Educate how FFBL is supporting the local economy

•Programs specific for farmers, adults and students (elementary and high school)

•Requires more workers but can easily be operated with volunteers

•UBC Nutrikids

Trademarking

Simcoe County Farm Fresh

Vs.

TM

Mission StatementSurrey "recognizes the economic value and potential of Surrey’s agricultural sector, and will promote efficient land use within agricultural areas and the development of value added and service industries to support and complement the Surrey agricultural community" (Surrey City of Parks, 2009, p. 32).

Identified as a high quality product

Brand development could be an incentive for farmers

Registered Programs in Place

RecommendationsFor FFBL and LFS 350’s future considerations

Conclusion & Reflections

References• BCStats. (2006). Surrey BC - Community Facts. Victoria, BC: BC Stats.• City of Surrey. (n.d.i.). Agricultural land use in Surrey. Retrieved from

http://www.surrey.ca/Doing+Business/Agriculture+and+Farming/Agricultural+Land+Use+in+Surrey.htm• City of Surrey. (n.d.i.). Facts. Retrieved from http://www.surrey.ca/Visiting+Surrey/About+Surrey/Facts.htm• City of Surrey. (n.d.i.). Size and location of houses on ALR properties – public open house.

Retrieved from www.surrey.ca/NR/rdonlyres/49D25671-4DBA-4BF9-8C76-48C842E7ACF9/0/DisplayBoards.pdf • Krista Albrecht, Gurjeet Kambo, Yuki Nakagawa, Teena Schneider and Grace Shyong (2008). AGSC 350 2008

CFAP. Vancouver, BC: UBC.• Pleadwell, J. (2009, November ???). Questionnaire 2009 - Vancouver Farmers' Markets (Q. Bei, Interviewer) • Qazi, J. (2009, October 14). Questionnaire 2009- EAT Wenatchee, WA. (J. Chan, Interviewer)• Simmonds, M. (2009, November 15). Questionnaire 2009 - Metchosin. (A. Gallop, Interviewer)• Stuart, M. (2009, October 28). Questionnaire 2009 - Surrey Urban Farmer's Market. (G. Chandler, Interviewer)• Surrey City of Parks. (2009). Official community plan (By-law No. 12900). Retrieved from the City of Surrey:

http://www.surrey.ca/Inside+City+Hall/By-laws/default.htm• Surrey City of Parks. (2004). Policy for considering applications for exclusion of land from the Agricultural Land

Reserve. Retrieved October 29, 2009 from the City of Surrey at www.surrey.ca/NR/rdonlyres/282D9392-E9CB-4408-9CCD-0B4140B75223/0/O51.pdf

• Yee, L. (2009, October 19). Questionnaire 2009- Getlocal.org. (J. Chan, Interviewer)