WEBVTT

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Good morning,

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everyone.

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My name is Francis Albright from Emory University.

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And I'm honoured to share insights from a recent

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study titled Pathways Out of Farmers Markets.

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Understand and Preventing and sometime embracing farmer chain.

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This research was funded by Sardon Sayya

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and carried out through a collaborative partnership among researchers

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from Emory University,

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Arizona State University,

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and Louisiana State University.

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The research team from Memory University is headed by Dr.

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Hillary King,

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and supported by 3 of us,

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myself and two other colleagues,

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Annie and Isabel.

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Here is a quick overview of how this presentation is structured.

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I will start with some background about why the study matters.

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Then walk through

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our methods.

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From there,

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I will share the key findings,

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particularly insights from families who exited the markets.

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We will then explore the implications for practise and policy.

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And close with some reflections and takeaways

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for moving forward.

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We know farmers markets are more than just places to buy food.

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There are economic engines

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and community hubs.

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Farmers' markets are essential.

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To the sustainability of the local agriculture

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and play a vital role in promoting health

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and well-being in our communities.

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They support small farms,

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preserve farmland and help consumers connect directly

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with those who produce.

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Or rule their foot.

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Despite these important roles,

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most of them face several challenges,

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including vendor turnover

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and instability.

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Much

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of the research has focused on consumer perspectives

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and experience.

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Why the shop?

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And what they want.

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There's been far less focus on experiences and decisions

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of the farmer vendors themselves.

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Our steady therefore flips the lens.

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By centering the voices of families,

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especially

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those who have left.

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The markets

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for one reason

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or the other.

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So we asked the question.

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What factors influence farmers' decision to exit farmers' markets?

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And how do these decisions shape pathways

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for adaptation or transition within local food systems?

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This question

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led us on a deep journey

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into farmers' lived experiences.

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And we have 3 primary

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goals.

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First,

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to understand why families live.

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Second,

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explore what they do next.

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Where do you go after leaving the markets?

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And most importantly,

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identify what markets can do to retain farmers

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or support transitions in ways that

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strengthen the food

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system.

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The study was conducted in 15 farmers markets

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across 6

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Southeastern states

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are soon in the map.

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Louisiana,

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Mississippi,

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Alabama,

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Georgia,

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Tennessee,

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South Carolina.

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As can be seen in the map.

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The triangles you see

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represents

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the 15 markets that participated in the study.

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And the dots represent the vendors that vend in these markets.

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Of particular

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interest is the red dots.

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Which represent vendors who used to vend in these markets.

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But I've left the markets for one reason

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or the other.

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In terms of methods.

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We used

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a mixed qualitative approach.

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And this includes

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83 in-depth interviews with farmers

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and market managers.

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24 instances of participant observations in all the participating markets.

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We went to the,

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to the farmers' markets

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on the market days.

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Walked the stalls.

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Talked with people.

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And er

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We also review documents from all the 15 participating markets.

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This gave us both the stories and the structures

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shaping

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market exits.

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Our analysis process was rigorous.

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We transcribed

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every interview and coded them using a shared code book.

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While insights from all participants inform our findings.

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This presentation focuses on the experiences.

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Of 18 nonmarket farms.

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Who are represented in the pie chart you see

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by

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the orange car.

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These are the individuals who made the decisions to leave the markets.

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And it is the voices that help us to understand the why,

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what next,

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and how

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we can better support farmers

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through

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transitions.

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So,

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what did we find as reasons why farmers leave

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the markets?

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From the data.

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3

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Categories of reasons

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emerged.

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First

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Internal factors.

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Things which are within the market's control like governance fees or operations.

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Second,

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External

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factors.

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These are broader things outside the markets.

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Like

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economic trends

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or climate events.

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Fa

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Is boundary factors.

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These are where

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personal and professional

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interests collide.

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Including burnouts,

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caregiving,

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or life

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changes.

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Now,

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to better understand these pathways,

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the chart you see.

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Break down the main factors

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that led

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these 18 farmers we talked about to exit the markets.

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And the factors are grouped into the three categories as we mentioned

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in the previous slide,

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internal,

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external,

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and boundaries

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and,

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and boundary.

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And in this charts,

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the green

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represents the internal,

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the orange represents the external,

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and

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the

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blue

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represent the boundary.

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Among the internal factors,

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the most frequently cited

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was inadequate management,

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where 10 cited this,

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10 farmers cited this as reasons for leaving.

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This was followed by 8 farmers who

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highlighted economic and logistical challenges as reasons for their exit.

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Some also mentioned competition

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and market saturation.

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So,

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in terms of external categories,

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Some farmers pointed to issues like climate change,

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land access,

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and policy constraints.

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But what's,

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what is especially.

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Important

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and often overlooked

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are the boundary factors.

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6 farmers shouted,

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cited burnout and uh personal challenges

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as key reasons for leaving.

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Others mentioned evolving business goals

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and community dynamics.

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Therefore,

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while some challenges are about the market itself.

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Many of the challenges reflect broader

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prices

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or personal life changes

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that influence a farmer's decision

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to step away from the market.

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Now,

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let's hear.

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The from the farmers' voices

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or the farmers themselves.

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For the internal factors.

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Especially the many farmers,

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the 10 farmers who cited.

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Inadequate management

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as reason for living.

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These are some of the quotes we had.

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We heard from them.

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These codes

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show how poor and inconsistent management pushes farmers

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out,

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whether through unworkable logistics or on managed veer conflicts.

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The courts you see in both cases.

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Clearer or more supportive systems could have made a real difference.

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So for instance,

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one farmer

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had this to say.

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The market wouldn't let us back up close to the tent.

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They required us to unload and carry everything over to the tent,

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and it just didn't work.

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Another said,

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we sold out every weekend.

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It was profitable,

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but Os assume our spot

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was the reason.

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So

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they were set up

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there

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to push us out.

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It hit our sals.

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Without helping

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DS.

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In terms of economic and log challenges which were also often cited.

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The quotes you see

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so how time,

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distance,

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and efforts

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often

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outweighed the returns.

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For some

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The markets just wasn't profitable,

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especially after long drives for others.

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The workload was simply exhausting

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to sustain.

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Week

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after week.

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So one farmer said,

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It was fun.

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But not profitable.

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We were actually losing money on that market because of the drive.

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Another said,

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I realised I could save myself the effort.

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Every Saturday evening.

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I had to milk the animals and load up and be at the market by 9 a.m. It was

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exhausting.

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In terms of boundary factors,

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here are some of the quotes concerning burnout and personal pressure.

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Many of the stories were deeply human.

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One vendor said.

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For 25 years,

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I missed most of my kids' baseball games.

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Once they grew up,

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it became a lot,

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a lot less fun.

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Others

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were simply worn out.

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They are not just business exits.

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They are life transitions.

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And many had

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no clear support as they made

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those decisions.

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So for instance,

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one set,

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I have been working back to back season for a decade

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and I am allowing myself to slow down.

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Now,

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importantly,

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It's important that

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We take note that not all exits are final or negative.

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Some

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farmers

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simply shift

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to other models.

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As we can see in the charts.

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Some of the places the farmers go

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after they exit the markets.

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This includes

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Community supported

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agriculture CSS which are the most common.

298
00:13:19.640 --> 00:13:21.440
Online or hybrid sales.

299
00:13:22.359 --> 00:13:24.429
Direct farm sales or wholesales,

300
00:13:25.039 --> 00:13:25.630
or

301
00:13:25.960 --> 00:13:27.830
some of them simply take a break

302
00:13:28.080 --> 00:13:28.830
to rest.

303
00:13:29.479 --> 00:13:31.090
And to reevaluate.

304
00:13:31.219 --> 00:13:33.489
So for some of them they are temporary exits

305
00:13:33.700 --> 00:13:36.650
and they will return at some point in the future.

306
00:13:39.409 --> 00:13:43.260
These are part of a larger adaptation land landscape

307
00:13:43.609 --> 00:13:44.200
which

308
00:13:44.690 --> 00:13:47.080
stakeholders need to take note of.

309
00:13:51.030 --> 00:13:51.469
So,

310
00:13:52.570 --> 00:13:53.710
What can

311
00:13:53.929 --> 00:13:54.969
markets do?

312
00:13:55.820 --> 00:13:57.229
About these factors.

313
00:13:58.280 --> 00:14:01.919
That influence farmers to exit the markets.

314
00:14:02.950 --> 00:14:04.099
Face first.

315
00:14:05.570 --> 00:14:08.309
It's important to improve what's within

316
00:14:08.760 --> 00:14:10.109
the market's control.

317
00:14:13.559 --> 00:14:14.869
What we need to do,

318
00:14:15.280 --> 00:14:15.989
markets,

319
00:14:16.599 --> 00:14:20.320
you should strengthen governance and define leadership roles.

320
00:14:21.630 --> 00:14:24.859
Involve vendors in decisions and communicate openly.

321
00:14:26.210 --> 00:14:27.210
And

322
00:14:27.659 --> 00:14:31.450
manage vendor makes fairly to avoid oversaturation and tension.

323
00:14:32.979 --> 00:14:34.049
So so they need.

324
00:14:34.799 --> 00:14:34.809
That

325
00:14:36.830 --> 00:14:39.119
We make the market rules consistent.

326
00:14:40.510 --> 00:14:41.460
Transparent

327
00:14:41.630 --> 00:14:43.020
and apply them fairly.

328
00:14:47.299 --> 00:14:50.739
How do we address the external factors which are

329
00:14:51.179 --> 00:14:51.659
beyond

330
00:14:51.940 --> 00:14:53.210
the market's control?

331
00:14:55.609 --> 00:14:58.369
These are factors which markets a long term fix.

332
00:15:00.390 --> 00:15:01.039
But

333
00:15:01.900 --> 00:15:05.520
The markets can advocate for supportive policies and funding.

334
00:15:07.739 --> 00:15:09.539
Partner with Land Trust

335
00:15:09.940 --> 00:15:10.900
and co-ops.

336
00:15:12.280 --> 00:15:14.989
Work with local government to improve infrastructure.

337
00:15:16.380 --> 00:15:18.330
From storage to transportation.

338
00:15:19.609 --> 00:15:21.419
These partnerships can help

339
00:15:21.869 --> 00:15:22.260
buffer

340
00:15:22.989 --> 00:15:26.340
the external stocks per face.

341
00:15:28.260 --> 00:15:30.250
How about the boundary factors?

342
00:15:30.580 --> 00:15:31.979
What can we do about it?

343
00:15:36.520 --> 00:15:39.030
Markets should consider flexible scheduling

344
00:15:39.320 --> 00:15:42.159
or seasonal participating options.

345
00:15:44.270 --> 00:15:46.590
Help vendors adapt their businesses

346
00:15:47.270 --> 00:15:48.219
and offer

347
00:15:49.070 --> 00:15:49.700
support

348
00:15:50.109 --> 00:15:53.309
to try CSAs or online platforms.

349
00:15:55.039 --> 00:15:58.710
There may also be the need to create wellness support.

350
00:16:00.320 --> 00:16:02.150
Shared labour pools,

351
00:16:02.400 --> 00:16:03.989
mental health resources,

352
00:16:04.200 --> 00:16:05.409
and peer mentoring.

353
00:16:06.940 --> 00:16:07.630
Because

354
00:16:08.200 --> 00:16:11.799
the personal side of farming can't be separated from

355
00:16:12.039 --> 00:16:13.190
the business side.

356
00:16:17.900 --> 00:16:18.979
Our big takeaway.

357
00:16:20.299 --> 00:16:21.229
Is that

358
00:16:21.979 --> 00:16:24.219
not all exits are bad.

359
00:16:25.760 --> 00:16:27.789
Some farmers leave because

360
00:16:28.119 --> 00:16:30.070
they have grown or they grow,

361
00:16:30.239 --> 00:16:31.030
evolve.

362
00:16:32.039 --> 00:16:33.000
Or pivot.

363
00:16:33.900 --> 00:16:35.010
And that's OK.

364
00:16:35.830 --> 00:16:36.880
Because in most cases,

365
00:16:36.929 --> 00:16:38.840
they are still within the food system

366
00:16:39.250 --> 00:16:40.200
and perhaps

367
00:16:40.530 --> 00:16:42.200
even contributing better

368
00:16:42.570 --> 00:16:43.489
to the food system.

369
00:16:45.900 --> 00:16:48.140
But markets and communities

370
00:16:48.729 --> 00:16:51.429
can provide resources for transitions.

371
00:16:52.770 --> 00:16:53.599
Support

372
00:16:54.330 --> 00:16:55.770
innovative models.

373
00:16:57.030 --> 00:16:59.929
And build systems that allow farmers to step back

374
00:17:00.099 --> 00:17:01.070
and return

375
00:17:01.460 --> 00:17:03.369
without penalty

376
00:17:03.700 --> 00:17:04.729
or shame.

377
00:17:06.848 --> 00:17:09.160
Retention doesn't mean holding

378
00:17:09.449 --> 00:17:10.079
on

379
00:17:10.209 --> 00:17:11.319
at all cost

380
00:17:11.530 --> 00:17:13.479
to have the farmers

381
00:17:13.650 --> 00:17:14.560
in the market.

382
00:17:16.089 --> 00:17:17.900
It means supporting

383
00:17:18.098 --> 00:17:20.608
the well-being and the sustainability

384
00:17:20.900 --> 00:17:21.290
of

385
00:17:21.459 --> 00:17:22.140
the farmer.

386
00:17:26.750 --> 00:17:27.569
So,

387
00:17:27.890 --> 00:17:31.369
here is where we landed the planet this morning.

388
00:17:33.729 --> 00:17:36.469
We should understand why farmers live.

389
00:17:37.660 --> 00:17:38.459
But

390
00:17:38.780 --> 00:17:42.140
we shouldn't assume every exit is a failure.

391
00:17:44.079 --> 00:17:45.709
Retention starts

392
00:17:46.030 --> 00:17:46.540
with

393
00:17:46.660 --> 00:17:47.380
inclusion.

394
00:17:49.219 --> 00:17:51.530
Build markets that are transparent,

395
00:17:51.939 --> 00:17:52.619
flexible,

396
00:17:52.739 --> 00:17:53.689
and inclusive.

397
00:17:55.650 --> 00:17:56.959
Support vendors,

398
00:17:57.170 --> 00:17:58.839
not just as a business

399
00:17:59.050 --> 00:18:00.079
but as a people.

400
00:18:02.430 --> 00:18:03.140
And

401
00:18:03.319 --> 00:18:05.189
there's the need to rethink success.

402
00:18:06.260 --> 00:18:09.219
Not just by attendance or profits.

403
00:18:10.219 --> 00:18:12.270
But by how well we care

404
00:18:12.680 --> 00:18:15.589
for those who grow our food.

405
00:18:17.989 --> 00:18:19.589
Thank you for your attention.

406
00:18:21.560 --> 00:18:23.359
And for the work

407
00:18:23.569 --> 00:18:26.040
you all do in your communities.

408
00:18:27.969 --> 00:18:31.209
We welcome your questions and your comments.

409
00:18:32.680 --> 00:18:33.949
And if you are

410
00:18:34.630 --> 00:18:36.390
interested in connecting with us.

411
00:18:37.719 --> 00:18:38.890
Please reach out.

412
00:18:39.520 --> 00:18:40.949
We also have more

413
00:18:41.479 --> 00:18:42.680
online resources.

414
00:18:43.640 --> 00:18:44.469
On this study.

415
00:18:46.160 --> 00:18:47.319
And we would like

416
00:18:48.199 --> 00:18:49.670
To have your feedback.

417
00:18:51.819 --> 00:18:52.290
So

418
00:18:54.380 --> 00:18:56.459
The QR code you see on the screen.

419
00:18:57.380 --> 00:18:58.060
Please

420
00:18:58.219 --> 00:19:00.630
help us with your feedback by scanning.

421
00:19:01.550 --> 00:19:04.329
And telling us and tell us what you think.

422
00:19:05.680 --> 00:19:08.630
And what you found this presentation useful.

423
00:19:10.449 --> 00:19:13.479
So here is how you can learn more about our findings

424
00:19:13.770 --> 00:19:15.280
by scanning the code

425
00:19:15.530 --> 00:19:16.140
you see.

426
00:19:18.489 --> 00:19:19.410
Also,

427
00:19:19.650 --> 00:19:21.609
besides this presentation this morning,

428
00:19:21.650 --> 00:19:25.459
there are many more that are coming about various aspects of the study,

429
00:19:25.849 --> 00:19:27.050
which are very interesting.

430
00:19:27.949 --> 00:19:30.319
You are scheduled for various dates

431
00:19:30.930 --> 00:19:32.099
and on your screen

432
00:19:32.729 --> 00:19:33.359
is

433
00:19:33.800 --> 00:19:35.119
what is being sold,

434
00:19:35.489 --> 00:19:36.349
the dates

435
00:19:36.609 --> 00:19:37.640
and the time.

436
00:19:37.890 --> 00:19:40.099
Please take note and register

437
00:19:40.650 --> 00:19:41.079
to,

438
00:19:41.089 --> 00:19:42.170
to listen to more.

439
00:19:43.800 --> 00:19:45.510
I thank you for your attention

440
00:19:46.079 --> 00:19:46.670
and

441
00:19:46.800 --> 00:19:49.030
we'll be glad to take your questions.

442
00:19:49.280 --> 00:19:49.800
Thank you.