Oregon Tilth & UNFI Foundation Grant Program 2024 Impact Report

Breaking Barriers:

Oregon Tilth & UNFI Foundation Grant Program 2024 Impact Report

Growing Organic Futures For all

Our goal is to see an increase in the number of successful certified organic producers that remain certified organic.

The Organic Certification Cost Share Program (OCCSP) provides organic producers and handlers with financial assistance to reduce the cost of organic certification.

Oregon Tilth is a leading certifier, educator, and advocate for organic agriculture and products. Since 1974, we have worked to build a brighter food future for all by balancing the needs of people and the planet.

Our mission is to make our food system and agriculture biologically sound and socially equitable. Oregon Tilth shaped the first organic standards, created programs to support the adoption of organic climate smart practices, and directly works with thousands of farmers.

Like UNFI Foundation, Oregon Tilth is committed to increasing the supply of organic food. We believe that organic production results in healthier soil, cleaner water, more biodiversity, and healthier communities. Organic certification ensures that farms have implemented these practices and that consumers can feel confident in their purchases.

Our goal is to see an increase in the number of successful certified organic producers that remain certified organic. As described in our proposal, the cost is often cited as a barrier to organic certification, particularly for limitedresource and other historically underserved communities. One survey, for example, found that twice as many Black Indigenous and People of Color (BIPOC) producers report organic certification costs as a substantial barrier as compared to white organic farmers. In a survey of Oregon Tilth producers, one farmer stated that the cost of certification is “staggering & stifling for [a] smaller farmer.”

OUR COLLECTIVE CAMPAIGN IMPACT OUR ONLINE AUDIENCE WAS RECEPTIVE AND ENGAGED WITH COST SHARE PROMOTIONAL MATERIAL.

Farm Focused Outreach Campaign With support from the UNFI Foundation, Oregon Tilth conducted a robust outreach campaign to promote an underutilized USDA program that can address barriers by providing funding to offset the costs of organic certification.

We updated our website with a clear description of the steps needed to apply,

WITH AN AVERAGE OF

10

YEARS

CLIENTS USING THE PROGRAM REMAIN CERTIFIED ORGANIC.

2X

TOP PERFORMING EMAIL MARKETING CAMPAIGN

(Outperforming industry benchmarks)

sent notification emails directly to farmers, requested feedback and insights from clients who have used the program in the past, shared information about the program and accounts on utilizing the program from farmers on social media and leveraged our inspectors who

OVER

2K

NEW WEBSITE CAMPAIGN USERS

(Improved SEO strategy)

visit each farm annually in person to spread the word about the program.

6%

SOCIAL MEDIA CAMPAIGN CONVERSION RATE (Industry average audience conversion rate is 2-5%)

CAMPAIGN HIGHLIGHTS Email •

Our email open rates were 53%, 12% better than the industry average.

•

Our email click rates were 7%, 2x better than industry average (3%).

Website •

Our website brought in 3,477 views from 2,089 new users, with the average user visiting multiple pages to further engage with our Cost Share resources.

Social Media •

We’ve made 7 posts to our 18,722 followers = Total Social Media reach across all accounts.

•

Our Instagram was our highest converting social media network for awareness. LinkedIn 2nd best, Facebook 3rd.

•

Our social media campaign drove user click-throughs to the website to learn more about the Cost Share program.

•

Although we have a mid-size audience based on the industry average, we maintained a healthy reach and awareness rate without running ads.

200

CERTIFIED PRODUCERS RECEIVED COST SHARE SUPPORT

Helping Producers Access Programs In response to producers who reported the USDA cost share program as convoluted and in need of a simpler application process, we implemented new steps to streamline the process, reducing the paperwork burden for farmers. We obtained the forms producers need to apply at their local USDA offices and completed as much of the form as possible for producers with the information we already have through the certification process. We then sent these personalized forms to farmers along with their invoices and other documentation needed to apply.

In our proposal we described a plan to

OUT OF 200

106

CLIENTS CERTIFIED TO CROP SCOPE WITH A TOTAL OF 143K ACRES CERTIFIED.

create a new supplemental cost share credit of $250 for each transitioning and already certified producer to bolster the relatively low payment provided by USDA. Due to limited funding, we did not implement the program and focused on the outreach and streamlining described above.

These efforts impacted a much larger number of producers as compared to the potential reach of the credit.

The outreach and simplified application process had a positive impact.

We surveyed producers after completing these efforts and found that 78% of respondents participated in the USDA organic certification cost share program in the last year, a dramatic increase above the national average of 39% of producers who use the program.

78%

OF SURVEY RESPONDENTS PARTICIPATED IN THE USDA ORGANIC CERTIFICATION COST SHARE PROGRAM IN THE LAST YEAR. (39% national average of producers who utilized the Organic Certification Cost Share Program.)

“

Farmer Insights and Experiences with the Program

“Offsetting the costs of certification makes it easier to decide to stay certified.”

– Certified Organic Crop Producer (certified 5 years)

“

“I do utilize the cost share option

each year. It has been a major help with the production expenses, especially since I have a small

farm. I would definitely like to see the program continue.”

– Certified Organic Crop Producer

“ “

“I use the Cost Share, yes… I try to do that every year, because it does help. There are a lot of fees involved in the certification. But it’s important to keep that

certification, so my customers know that I really am

organic and doing it the way it should be done. I always

“

use it, because every little bit does help. We’re such a small farm, it does make a difference.”

– Certified Organic Crop Producer (certified 25 years)

“We are grateful that there is a cost-share program. Anything to help small businesses.”

– Certified Organic Crop Producer

“As a very small

operation, it makes

certification affordable/ economically viable.”

– Certified Organic Crop Producer

What’s Next: Exploring Opportunities for Education As part of our efforts through this grant, we connected with organic inspectors and producers to learn more about barriers to cost share. Our conversations revealed that there is a need for education in various communities and among different agricultural service providers.

There is a need for more education for USDA Farm Service Agency (FSA) staff. A few accounts with the cost share program we received noted that producers’ experience in applying to the program was entirely dependent on who they were working with from their local FSA office. Developing more support and education for FSA staff to navigate the program when organic producers inquire would greatly benefit producers.

One inspector who works closely with the plain people communities noted a need for more education for community leaders. The inspector noted there is misinformation surrounding the program and although many farmers would greatly benefit from cost share, they are discouraged from applying because of a misunderstanding of how the program works.

One key takeaway from each conversation was that consistent education and awareness positively impacts producers.

Consistent education and awareness positively impacts producers.

Herb Pharm’s Farm Manager, Mark Disharoon, discusses cost share and their operation with Franklin Smith, Client Experience Specialist at Oregon Tilth.

COMMUNICATION & MARKETING ACTIVITY The communication team profiled producers who successfully used

Financial Impact Report

the cost share. They also dedicated their time to email and website communication and developed outreach materials. The Education and Advocacy Team trained and

This financial report outlines the costs associated with the UNFI activities conducted by Oregon Tilth.

The activities are categorized into two main sections:

1. Communication & Marketing Activity 2. Streamline Application Activity

prepared inspectors.

1. Profiles of Producers Successfully Using Cost Share •

Rate: $75/hr

•

Team: Communications & Marketing Team

2. Email and Website Communications •

Rate: $75/hr

•

Team: Communications & Marketing Team

3. Development of Outreach Materials •

Rate: $75/hr

•

Team: Communications & Marketing Team

4. Training and Preparation for Inspectors •

Rate: $75/hr

•

Team: Education & Advocacy Team

STREAMLINE APPLICATION ACTIVITY

SUMMARY OF HOURS WORKED BY TEAM

78.7

The Finance Team prepared

FINANCE TEAM HOURS

applications for producers. They also

49

prepared and emailed paid invoices.

The Finance team also provided 1 on 1 support and were available

COMMUNICATIONS & MARKETING TEAM HOURS

to producer questions and liaised with state FSA offices. The IT team

12.3

streamlined the application process.

1. Preparing Application for Producers •

Rate: $65/hr

•

Team: Finance Team

EDUCATION & ADVOCACY TEAM HOURS

4

IT TEAM HOURS

2. Preparing and Packing Paid Invoices •

Rate: $65/hr

•

Team: Finance Team

OREGON TILTH TOTAL OUTLAY Hours Worked

Rate

Total

Finance Team

78.7

$ 65

$ 5,115.50

Communication & Marketing Team

49

$ 75

$ 3,675

IT Team

12.3

$ 75

$ 300

4

$ 75

$ 922.50

3. IT and Data Management •

Rate: $75/hr

•

Team: IT Team

4. 1:1 Support, Answering Producer Questions •

Rate: $65/hr

•

Team: Finance Team

Education & Advocacy Team

$ 10,013

WE WORK TO SUPPORT AND PROMOTE BIOLOGICALLY SOUND AND SOCIALLY EQUITABLE AGRICULTURE.

Oregon Tilth tilth.org

Oregon Tilth Mexico esp.tilth.org

503-378-0690 organic@tilth.org

(52)-452-255-0953 mexico@tilth.org