Lake Erie Concord Grape BeltHeritage Development Project:A Case Study in Agriculture Cluster Development

Duncan HilcheyDuncan HilcheyNew Leaf Publishing and ConsultingNew Leaf Publishing and ConsultingIthaca, NYIthaca, NYduncan@newleafnet.comduncan@newleafnet.com607.342.0259607.342.0259

Lake Erie Concord Grape Belt

Lake Erie Concord Grape Belt AssociationBy Antoni Magri and Duncan Hilchey

E s c a r p m e n t o

f A l l e

g h e n y P l a

t e a uLake Erie

527 M

172 M

Lake Erie Concord Grape BeltTownship of Westfield

Lake Erie Concord Grape Belt Association

Commodity Agricultural Region with Interesting Mix of Challenges and Opportunities

Strong Social Capital

A Unique LandscapeA Unique Landscape

History, Culture, and Tradition

Economic Development Opportunities

CGB Cluster EvolutionCGB Cluster Evolution

Elija Fay: wineElija Fay: wineTable grapesTable grapesWelch familyWelch familyNumerous businesses Numerous businesses locate in the CGBlocate in the CGBOther growing areas Other growing areas come on linecome on lineWineriesWineriesAgritourism studyAgritourism study

Concord Grape Belt Concord Grape Belt ChallengesChallenges

Fastest shrinking county population in NYSFastest shrinking county population in NYSWelchWelch’’s headquarters closes (2000)s headquarters closes (2000)Grape prices erraticGrape prices erraticWeather has hurt harvestsWeather has hurt harvestsCompetition from Washington StateCompetition from Washington StateConsumption of Concord may slideConsumption of Concord may slide……Vineyard consolidation (1,000 and shrinking)Vineyard consolidation (1,000 and shrinking)

Project ObjectivesProject ObjectivesWork with a community with untapped Work with a community with untapped agricultural heritage.agricultural heritage.

Develop strategies, techniques and Develop strategies, techniques and approaches to food and agapproaches to food and ag--related heritage related heritage and regional identity.and regional identity.

Conduct extension and outreach.Conduct extension and outreach.

Encourage the state or federal government to Encourage the state or federal government to recognize recognize ““Agricultural Heritage AreasAgricultural Heritage Areas”” and and provide them with resources and incentives provide them with resources and incentives which support their integrity and sustainability.which support their integrity and sustainability.

A Place at the TableA Place at the TableNomination ProcessNomination Process

CriteriaCriteria–– Palpable identityPalpable identity–– No previous activitiesNo previous activities–– Organizational capabilityOrganizational capabilitySolicited nominationsSolicited nominationsSelected two finalist communitiesSelected two finalist communitiesFinalist site visitsFinalist site visitsChose Concord Grape BeltChose Concord Grape Belt

Team (Partners and Team (Partners and Stakeholders)Stakeholders)

CCE Chautauqua CountyCCE Chautauqua CountyLake Erie Regional Grape ProgramLake Erie Regional Grape ProgramCommunity, Food, and Agricultural Program, Department Community, Food, and Agricultural Program, Department of Development Sociology and AEM at Cornell Universityof Development Sociology and AEM at Cornell UniversityChadwick Bay Regional Development CorporationChadwick Bay Regional Development CorporationChautauqua County Agritourism CommitteeChautauqua County Agritourism CommitteeSeaway Trail, Inc.Seaway Trail, Inc.Westfield Development CorporationWestfield Development CorporationNorth East, PA, Chamber of CommerceNorth East, PA, Chamber of CommerceFredonia Chamber of CommerceFredonia Chamber of CommerceSilver Creek/Irving Chamber of CommerceSilver Creek/Irving Chamber of CommerceChautauqua County Chamber of CommerceChautauqua County Chamber of CommerceDays Inn, FredoniaDays Inn, FredoniaNational Grape Cooperative Growers Cooperative National Grape Cooperative Growers Cooperative Grape Juice Co., Inc.Grape Juice Co., Inc.Cliffstar CorporationCliffstar CorporationCanandaigua Wine CorporationCanandaigua Wine CorporationArrowhead Wine CellarsArrowhead Wine CellarsBaran VineyardsBaran VineyardsWestfield Historical SocietyWestfield Historical SocietyPresque Isle WineryPresque Isle WineryChautauqua County Planning DepartmentChautauqua County Planning Department

CGB Heritage Area ProcessCGB Heritage Area Process

Core group formedCore group formedStakeholders identifiedStakeholders identifiedVisioning and Visioning and strategizingstrategizingMission statementMission statementCommittee developmentCommittee developmentProject implementationProject implementationFormalization Formalization (Incorporation)(Incorporation)EvaluationEvaluationGrowth and Growth and sustainabilitysustainability

The Community AgricultureDevelopment Process

America’s First Product-Specific Agricultural Heritage Area

MISSION: A dynamic and expanding region built upon its Concord grape heritage and embracing all facets of the region’s grape and tourism industries to collectively improve the opportunities and quality of life for all its citizens.

— Tom Davenport, National Grape Coop

CGB HeritageCGB HeritageProject CommitteesProject Committees

Heritage CommitteeHeritage CommitteeMuseum CommitteeMuseum CommitteeTourism/Promotion CommitteeTourism/Promotion CommitteeCulinary Bounty CommitteeCulinary Bounty CommitteeInterInter--industry Committeeindustry Committee

Lake Erie Concord Grape Belt Lake Erie Concord Grape Belt Heritage Association, IncHeritage Association, Inc

Potential benefits:Potential benefits:–– Preservation grantsPreservation grants–– Vineyard Vineyard

preservationpreservation–– Greater local Greater local

appreciationappreciation–– Industry unityIndustry unity–– Tourism Tourism

developmentdevelopment

Community and Economic Community and Economic Development ProjectsDevelopment Projects

CGB Heritage CenterCGB Heritage Center

Interpretive trail and Interpretive trail and DVDDVD

Culinary Bounty Culinary Bounty programprogram

Economic impact studyEconomic impact study

Certified labelingCertified labeling

FarmFarm--toto--schoolschool

Microenterprise Microenterprise developmentdevelopment

Welch’s Building

CGB Cluster OpportunitiesCGB Cluster OpportunitiesPackagingPackagingAgritourism cluster developmentAgritourism cluster developmentMicroenterprise developmentMicroenterprise developmentNew Vineyard labNew Vineyard labHeritage areaHeritage areaCertified heritage productsCertified heritage productsWineriesWineriesOrganic grapesOrganic grapesEmpire ZoneEmpire ZoneExpand cluster to include nonExpand cluster to include non--grape food processing?grape food processing?

Farm SignsFarm Signs

Heritage ProjectsHeritage ProjectsPhoto collectionsPhoto collections““FoxfireFoxfire”” interviewsinterviewsFarm implement Farm implement collectionscollections

New BusinessesNew BusinessesJuiceries, stained TJuiceries, stained T--shirtsshirtsWineriesWineriesDiversification Diversification opportunitiesopportunitiesRecreation and Recreation and entertainmententertainment

Cuisine and ValueCuisine and Value--added added PossibilitiesPossibilities

Grape chutneyGrape chutneyGrape catsupGrape catsupJams, jelliesJams, jelliesGrape piesGrape piesPork loin in Pork loin in grape saucegrape sauce

Restaurant agriculture

Buy-local campaign

Co-packing

Shared-use kitchens

Farm-to-school

Institutional purchasing

Blessing of the Blessing of the grape harvestgrape harvestGrape stompGrape stompJuice and wine Juice and wine samplingsamplingEntertainmentEntertainment

Coordinated Grape Coordinated Grape FestivalsFestivals

Vineyard Tours

Public Education CampaignPublic Education Campaign

Welch’s Building

Concord Grape Belt Museum

Tourism ProjectsTourism Projects

Roadside info kiosksRoadside info kiosksMapsMapsBrochuresBrochuresSignageSignageTrailsTrailsVineyard and Vineyard and processing plant toursprocessing plant toursPullPull--over vistasover vistas

Lake Erie Concord Grape Belt

Lake Erie Concord Grape Belt AssociationBy Antoni Magri and Duncan Hilchey

E s c a r p m e n t o

f A l l e

g h e n y P l a

t e a uLake Erie

527 M

172 M

Label of Controlled Origin (LCO) Label of Controlled Origin (LCO) (proposed)(proposed)

Agricultural Heritage Area owns the license.Agricultural Heritage Area owns the license.–– Lake Erie Concord Grape Belt Heritage Area Label Lake Erie Concord Grape Belt Heritage Area Label

of Controlled Origin. This label certifies that the of Controlled Origin. This label certifies that the producer of this product has met all heritage area producer of this product has met all heritage area qualifications and standards, and that 100% of the qualifications and standards, and that 100% of the key ingredients were produced in the heritage area.key ingredients were produced in the heritage area.

Producer must be a member in good standing Producer must be a member in good standing of the AHA; producer applies to use the label of the AHA; producer applies to use the label and pays an annual fee.and pays an annual fee.AHA designates how the label is used.AHA designates how the label is used.AHA can revoke the license if abuse is AHA can revoke the license if abuse is discovered.discovered.

Concord Grape BeltSchool District Procurement Project

MarketScapeTM

CGBFarm-to-School Program

Increased Sales and Profit?Increased Sales and Profit?

How Are We Doing?How Are We Doing?Figure 1. Concentration on process versus Concentration on results N=18

x

x x

xx x xx

xx

xxx x x

xx

x

1 2 3 4 5 6 7 8 9

Con

cent

ratio

n on

PR

OC

ESS

Concentration on RESULTS

9 8 7 6 5 4 3 2 1

X

Keys to SuccessKeys to SuccessShared sense of fateShared sense of fateShared visionShared visionStrong local organizations and leadersStrong local organizations and leadersPassionate belief that they can affect their Passionate belief that they can affect their futurefutureChecked egos at the doorChecked egos at the doorStrong sense of inclusivenessStrong sense of inclusiveness–– Stakeholders included competitorsStakeholders included competitors–– PennsylvaniaPennsylvania

Industrial cluster approach (growers and Industrial cluster approach (growers and processors, tourism)processors, tourism)Infectious enthusiasmInfectious enthusiasm

New York State New York State ““Heritage AreaHeritage Area”” DesignationDesignation

Formerly called Formerly called ““Urban Parks.Urban Parks.””Certified local government may make a Certified local government may make a nomination.nomination.Legislation must be passed.Legislation must be passed.A management plan must be produced.A management plan must be produced.Finally, the heritage area may apply for Finally, the heritage area may apply for certain preservationcertain preservation--related grants.related grants.

Agricultural Heritage AreasAgricultural Heritage Areas……

…… recognize a recognize a placeplace--basedbased product.product.…… are geographically bounded.are geographically bounded.…… celebrate the communities that have celebrate the communities that have

evolved with the product.evolved with the product.…… protect unique agricultural landscapes.protect unique agricultural landscapes.…… reward traditional production practices.reward traditional production practices.…… encourage stewardship of local encourage stewardship of local

resources.resources.

Potential Benefits of an Potential Benefits of an Agricultural Heritage AreaAgricultural Heritage Area

HereHere’’s What We Hope Fors What We Hope For……Tax incentives and grants from state and Tax incentives and grants from state and federal governmentfederal governmentNew dollars coming in from outside the New dollars coming in from outside the communitycommunityPlugging of economic leakagesPlugging of economic leakagesGreater sense of community prideGreater sense of community prideProtection of natural and cultural resourcesProtection of natural and cultural resources

Cluster Development Cluster Development StrategiesStrategies

Conventional Industrial Cluster Conventional Industrial Cluster Development ApproachDevelopment Approach

Business Gap AnalysisBusiness Gap Analysis

Business recruitment/developmentBusiness recruitment/development

Job trainingJob training

Cluster AnalysisCluster Analysis

What cluster(s) What cluster(s) presentlypresently exist in my region?exist in my region?How big are they?How big are they?What cluster(s) are emerging?What cluster(s) are emerging?What cluster(s) What cluster(s) potentiallypotentially exist?exist?PROCESSPROCESS–– Quantitative (location quotients, shiftQuantitative (location quotients, shift--share share

analysis, inputanalysis, input--output analysis)output analysis)–– Qualitative (keyQualitative (key--informant interviews, focus groups)informant interviews, focus groups)

SWOT AnalysisSWOT Analysis

Informs vision, mission, and project Informs vision, mission, and project planningplanningESSENTIALS:ESSENTIALS:–– Representative participationRepresentative participation–– Interviews, focus groups or bothInterviews, focus groups or both–– Facilitation is criticalFacilitation is critical–– Some people will complain about how Some people will complain about how

obvious some comments areobvious some comments are……thatthat’’s OKAYs OKAY

What Are Some Ways To Help?What Are Some Ways To Help?LeadershipLeadership–– Hosting meetingsHosting meetings–– Establishing core groupEstablishing core group–– Stakeholder analysis and Forcefield analysisStakeholder analysis and Forcefield analysis–– Lead visioning session and SWOT analysisLead visioning session and SWOT analysis–– Key informant interviewsKey informant interviews–– Chairing a committeeChairing a committee

Organizational supportOrganizational support–– Newsletter, mailings, meeting spaceNewsletter, mailings, meeting space–– Serve as a funding Serve as a funding ““passpass--throughthrough”” agencyagency

Project Development and ImplementationProject Development and Implementation–– Grant writingGrant writing–– Report writingReport writing–– EvaluationEvaluation

Annual EvaluationAnnual Evaluation

QuantitativeQuantitative–– Annual survey of cluster stakeholdersAnnual survey of cluster stakeholders–– Cluster sustainability indicatorsCluster sustainability indicators

E.g., # of farm foreclosures, loan defaults, E.g., # of farm foreclosures, loan defaults, changes in processing employment, ag parcel changes in processing employment, ag parcel counts, CAFO violationscounts, CAFO violations

QualitativeQualitative–– Focus groupsFocus groups–– Cluster Panel TechniqueCluster Panel Technique

ResourcesResourcesIndustrial cluster literature review: Industrial cluster literature review: www.planning.unc.edu/courses/261/leveen/litrev.htmwww.planning.unc.edu/courses/261/leveen/litrev.htm

Location Quotients, ShiftLocation Quotients, Shift--Share Analysis:Share Analysis:www.epa.gov/greenkit/pdfs/howto.pdfwww.epa.gov/greenkit/pdfs/howto.pdf

2002 Census of Agriculture:2002 Census of Agriculture:www.nass.usda.gov/Census_of_Agriculture/index.aspwww.nass.usda.gov/Census_of_Agriculture/index.asp

County Business Patterns:County Business Patterns:www.census.gov/epcd/cbp/view/cbpview.htmlwww.census.gov/epcd/cbp/view/cbpview.html

Duncan HilcheyDuncan Hilchey

New Leaf Publishing and ConsultingNew Leaf Publishing and ConsultingIthaca, NYIthaca, NY

duncan@newleafnet.comduncan@newleafnet.com607.342.0259607.342.0259