To ensure that they can continue supporting local farmers, educating the community about local resources and connecting farmers to the public, the nonprofit organization Red Hills Small Farm Alliance is making structural changes to sustain its online market.
For the last 16 years, Red Hills Online Market has connected over 1,000 shoppers to 100 independent farmers, ranchers, bakers and makers across our region so people can shop for all their goods including produce, meats, cheese, eggs, poultry, juice, coffee and tea, pastries, bread, plants. The market also offers prepared fare such as soups, stews and salads.
In a newsletter shared with the Tallahassee Democrat, the organization notified patrons of changes they are making to sustain the market including tightening expenses, restructuring staffing and reviewing operational costs.
“Today, we need to share something important: the cost of running this community food hub has risen faster than our revenue, and the Market is now operating at a loss,” the company wrote.
It listed a number of factors contributing to the financial loss including: rising costs of utilities, insurance, software, wages for its packing crew and gas for its delivery drivers.
Consequently, these expenses have outpaced the organization’s income.
As a nonprofit, 75% to 85% of the proceeds made from shoppers are going back directly to the local farmers while the remaining dollars are designated for operation logistics.
Jenny Dorminy — who was appointed full-time director in April — said when she really examined the finances, she knew “we needed to act pretty much immediately and get started on changing how things are run.”
Immediate actions included brainstorming fundraising efforts, applying for grants and reducing expenses where possible. One casualty of those cuts is the Fresh Food Fund, which has helped strengthen ties with local food banks.
The Alliance pays farmers for their food, which is distributed to people in need through the Second Harvest of the Big Bend, the FSU Food Pantry and the Frenchtown Neighborhood Improvement Association.
The cut is temporary as it plans to add this branch again once things turn around.
“We’re really doing everything we can think of in the immediate term to keep things going,” Dorminy said in an interview with the Tallahassee Democrat.
Shoppers can also notice a change in their annual membership which has now been raised to $50 and delivery fee which is now priced at $15.
Push for local support
Dorminy expressed that community has been overwhelmingly supportive as the Alliance implements these changes.
“I have been incredibly encouraged. I love that this job brings me back to Tallahassee. This community is just incredible in the way that they responded about how transparent we are with our situation,” Dorminy said. “We’ve had people donate, offering advice, volunteering their expertise, calling and talking with me about how they could help or how I can implement some changes. It really just reminded me of what this market means to the community.”
Outside of kind notes and words of advice, there was an “incredible turnout” at the 21st annual Tomato Feastival. What began as a backyard potluck among friends has grown into a community celebration that now draws more than 1,200 attendees.
The festival is a part of the Alliance’s efforts to promote local crops. They even recently released another campaign “Shop Naked” encouraging residents to shop local.
“The stuff you buy from your local Red Hills farmers hasn’t been coated in heavy cosmetic waxes to look shiny on a grocery shelf, or pumped with synthetic preservatives to survive a 2,000-mile truck ride. It’s just clean, honest food grown right here in our soil by your neighbors, completely free of corporate supply-chain fluff,” the campaign said.
The Alliance hope to foster more community based events and possibly bring back old favorites like their “Seven Days of Local Delight.” A week filled with events and workshops on topics ranging from cooking classes to raised bed gardening demos.
They especially want to provide events during the summer slowdown, when many farms experience a decline in production, by introducing new products and seasonal events such as a spring plant sale to help bridge those gaps.
How you can help
Here’s how community members can support the market and local farmers:
This article includes previously reported information from the archives.
Kyla A Sanford covers dining and entertainment for the Tallahassee Democrat. New restaurant opening up, special deals, or events coming up? Let me know at ksanford@tallahassee.com. You can also email your suggestions for a future TLH Eats restaurant profile.
This article originally appeared on Tallahassee Democrat: How to support Red Hills Online Market and Tallahassee’s farmers
Reporting by Kyla A Sanford, Tallahassee Democrat / Tallahassee Democrat
USA TODAY Network via Reuters Connect
By Kyla A Sanford, Tallahassee Democrat | USA TODAY Network
