2/9/2016
Introduction – Diana Endicott
Good Natured Family Farms
Good Natured Food Campus –
An Economic and Cultural Engine in the NorthSide
Regeneration Plan
• Resides with husband, Gary, in Bronson,
Kansas
• Rainbow Organic Farms, Co. – 400 acres
of cattle and produce
• Owns/operates a beef processing plant
Replicating the Success of the Kansas City Model
in St. Louis, Missouri
Diana Endicott,
Founder/President
www.GoodNaturedFamilyFarms.com
• Over three decades in organic and locally
grown produce growing and marketing
• Founder/Director of Good Natured Family
Farms
Good Natured Family Farms
Our story starts at the Kansas-Missouri Border
Part 1: History/Present – Kansas City
• Beginning
• Growth
• Achievements
GO!
GO!
Part 2: The Future - St. Louis
• Two Greatest Food Challenges
• Food Campus = Solution Provider
• Expanding Farmer Alliance
And will end up at the Missouri-Illinois Border in St. Louis
So, First Up is Kansas……..
Beginning – Rainbow Organic Farms, 1997
Too Many Tomatoes!
What to do??
First Step – Look Around for a Large Buyer
Put on Sales Hat, Then
Walk into a Major
Grocery Store And Act
Like ya’ Know What
you’re Doing……
Selling Points:
• Good Taste
• Locally Grown
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Next Came Selling Beef to Hen House
All Natural Beef Producers Cooperative Was Born
• Created a new sales outlet for local farmers to
mainstream retailers
• Allowed local farmers with more pricing flexibility
while reducing their risk
• Cooperative’s produce to Balls Food Stores & Hen
House Markets chain by Diana
Selling Points:
• No Hormones are ever fed or used
• No sub-therapeutic antibiotics
• All natural, vegetarian diet
•
Humane methods of animal treatment
Branded Marketing Program
Purpose:
• To differentiate the co-op’s beef from that of other
suppliers
• Assure customers that beef sold under GNFF brand
was indeed “all natural” and produced by local
farmers.
This arrangement benefited everyone involved
and became the foundation of
Good Natured Family Farms.
Next: Farmers Alliance Created
Benefits:
➢ An interconnected network of Local family farms selling a
variety of fresh, wholesome food
➢ Pursues common goals and meeting critical business needs
➢ Farms remain independent
➢ Economy of scale
➢ Sustainability
➢ GNFF GAP Training
Good Agricultural Practices – G.A.P.
❑ Helping local farms achieve GAP certification, GNFF can help them gain access to a huge market
previously unavailable to them.
❑ GNFF are pioneers in Group GAP and have a strong
relationship with USDA and with Primus Labs Food
Safety Division.
❑ Primus USDA GAP approved online training.
GNFF Farmer Alliance is first and foremost
about the Farmers
Keeping most of the food dollars on the farm.
Farmers
maintain
ownership of
Products
Central
Warehouse
(K.C.)
30 +
Stores
(K.C.)
GNFF Supports:
* Brand identity and coordination
* Quality standards, humane treatment
* Food safety, GAP
* Pricing, labeling, and other logistical needs
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2/9/2016
Diversity of Farmer Alliance Members
▪ Cooperatives, Amish and Mennonite Communities
▪ Individual family farms
▪ Family farms who pooled resources to form corporations
LLCs, and non-profits
▪ 3rd and 4th generation family farms
▪ Young and/or beginning farmers
▪ All reside local, within a 250-mile radius
The farms range in size from
truck gardens and 5 head of
beef to 1,000 acre orchards and
200 head cattle ranches.
GNFF Retail Partnerships
Balls Food Stores have grown to be the largest
retail grocer in Kansas City.
GNFF Branded Products from 150 Local Farmers
Over 125 Branded Items:
Fruits and vegetables
All-natural meats
Farmhouse cheeses
Farm-fresh milk
Local honey
Free-range eggs
Tofu, jams and jellies
And more…
What Is Good Natured Family Farms?
Farmer Alliance
• Network of 150 Local Farms under GNFF umbrella
G.A.P. Certified Instructors
30
Stores
In
Kansas
City
Brand Name
• 125 products in 30 stores and other outlets
Social Enterprise
Locally grown
food from small
family farms to
mainstream
supermarket
shelves.
Social Enterprises are revenue-generating businesses
with a twist… Whether operated by a non-profit
organization or by a for-profit company, a social
enterprise has two goals: To achieve social, cultural,
community economic and/or environmental
outcomes and to earn revenue.
GNFF’s (Social Enterprise) Mission
Food Helps Neighborhoods to Rebuild
“To bring high quality, local food and food products from
sustainable family farms to consumers, especially
vulnerable communities.”
Left: Good
Natured Market,
a faith-based
store in an
inner-city
community in
Kansas City,
supplied by
GNFF.
Good Natured Market operates from the basement
of the World Harvest Ministries Church.
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2/9/2016
Healthy Food Choices – Incentive Programs
• Double-Bucks (EBT)
• Rebate-Back-To-Your-Church
Meaningful Achievements in Kansas City
❑ Good Natured Family Farms Alliance had sales of 4.5 million dollars
in 2015.
❑ In addition to helping keep 150 family farms viable, GNFF helped
generate approximately 30 jobs in small scale rural community
processing plants.
❑ Successfully partnered with retail, corporations, schools, hospitals,
faith-based stores, pre-school programs, CSA’s, and a lot more…..
Outcome: GNFF made good food
accessible and affordable to a vulnerable
community and children at risk.
Part 2: Replicating K.C. Successes in St. Louis
PROBLEM #1 – North St. Louis’ Inner-City Food Desert
Underserved population
in urban core needs
accessibility and
affordability to fresh,
local food.
Growth in St. Louis
Northside
Urban
Decay
•
•
•
Will attract more than 55,000 permanent jobs for Missouri
Generate billions for St. Louis and Missouri's economy
Help North St. Louis and the entire region grow and prosper
GNFF Projected Direct and Indirect Customer Base:
•
•
•
•
•
Green Leaf Market (Several planned)
3,000 New Homes
Critical Care Center
7,000 Employees - National Geospatial Intelligence Agency
Schools, Corporations and other New Businesses
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Northside
Regeneration Plan:
The integration of
industry, community
and culture as a
model for revitalizing
Urban America.
Using food to rebuild
communities
2016 - Good Natured Food Campus
•
•
•
•
50,000 Sq. Ft Warehouse of Fresh and Shelf-Stable Food
Value-Added Food Processing Facility
Lease Available Space
Nutrition/Food Educational Center
• Expansion to reach Wider Territory for greater sustainability
•
Our goals are Mission Driven - Greater Good / Giving Back
• Helping the Underserved: Accessibility and Affordability
• Improve Sustainability for Local Farms
• Help Local Economies
Combatting Food Hunger in the Inner-Core
Growth = More Producer Income
PARTNERSHIPS - ESSENTIAL & INVALUABLE
Farmer Alliance
St. Louis
Metro
Clergy
Coalition
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Outcomes for People & Communities
Outcomes For GNFF Local Farmers
GNFF Contact Info:
Diana Endicott, Director
Bill Crooks, Business Development
Tony Schwager, Farmer Alliance
Shirl Luczak, Mkt and Comm.
S. Jarman, Producer Relations
[email protected]
[email protected]
[email protected]
[email protected]
[email protected]
1976 55th Street Bronson, KS 66716
phone: 913-608-GNFF
www.GoodNaturedFamilyFarms.com
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