Candid Conversation presents a question-and-answer discussion about the topical issues related to Kentucky Farm Bureau (KFB) priorities, the agricultural industry, and rural communities. In this edition, Fran McCall, KFB Federation Commodity Specialist, and Certified Farm Market (CFM) Program Coordinator discusses the program, its history, and the growth the CFM program is experiencing.

KFB: Would you tell our readers a little about the history of the CFM program?

The program started in 1996 as a way for fruit and vegetable growers to advertise their products to the consumer. The idea of the program came from past KFB president Mark Haney, who was a state board member and chairing the Horticulture Advisory Committee at the time. The first year, 25 members joined the program. Over the years, our program has grown from fruits and vegetables, to include additional items like meat, greenhouse plants and high tunnel production, bakeries and cafes, value-added products, agritourism and farm tours, and more.

KFB: The CFM program is celebrating its 30th anniversary this year. What is the significance of reaching that milestone?  

We have seen many changes in agriculture over the last 30 years as our farm families have become more diversified in their operations. With that diversification has come a consumer base more interested in buying locally produced foods. I feel as though the timing was perfect for the CFM program to begin when it did, and we have had tremendous support from our organization through the years as we have watched this program grow. KFB has a strong reputation for serving and caring for its members and the CFM program is proof of that, putting a strong, dedicated emphasis on direct marketing and ensuring our CFM members have every opportunity to be successful. This has helped enhance net farm income for our members.

KFB: What are some of the advantages for market owners who participate in the program?

Farm market owners benefit from the high demand for local foods and products by participating in the CFM program. The KFB stamp of approval is key for farm markets to designate local products in the marketplace and ensures customer confidence. The trusted logo helps customers know they are buying local products that directly benefit local family farms and communities.

In addition, market members gain access to valuable information and resources through a member-only portal.

Education has also been a huge focus for the program. This has been accomplished in numerous ways. The CFM Educational Meeting each spring, the CFM Tour and Regional Events, for instance.

The CFM Education Meeting is a daylong event filled with speakers covering topics that can range from pricing of product to food safety to employee management. The CFM Tour started in 2002, and 26 tours have happened during that time. The Regional Events are designed to meet the markets in their areas, by highlighting a local market and having round table discussion on site.

Our program also has a growing presence on social media through Facebook with targeted ads within the geographic location where the market is located. Press releases are also sent to local media each year to help tell the stories of our CFM program members.  

KFB: Over the last 30 years, the local food movement has gained quite a bit of momentum. Do you think that the growth of the CFM program is in direct correlation with consumers wanting more fresh, local goods? 

I think that has been a major contributor to the success and growth of the program. While our market owners produce some of the best foods anywhere, they have also become quite good at educating consumers on how their food is grown. Customers can come to the farm and get a look at these local operations and gain an understanding of just how their food is produced. In doing so, the markets have enjoyed long relationships with their customers and continue to bring new customers into their markets, especially through the use of local advertising and social media platforms. Also, as COVID struck in 2020, we saw an increase in both farmers looking to get more into direct-to-consumer sales, and consumers looking for more local venues and local products. We saw a lot of growth through those pandemic years, something that has lasted beyond COVID. For the second year in a row, we have seen membership at over 160 markets and counting.

KFB: Any plans for the 30th anniversary year?

We kicked off our anniversary year with a reception for market members in December at our KFB Annual Meeting.  We also had a small reception at our March educational meeting at the State Office. We are working on a strategic plan throughout this year with our members, leadership, and partner organizations to make goals for the next chapter. As our program grows, so do the needs of our new members and long-term members.

KFB: Since you have coordinated this program for so long, what do you see in the future of CFM?

The opportunities are endless.  New and diversified operations, more markets in general, and providing new and innovative ideas and education for businesses of this type.  I am excited to see where the next 30 years of the program will go and what the impact of direct marketing will continue to have on the Kentucky and U.S. agriculture economy.