Item No. 1 of 1

INVESTIGATOR: Carleo, J. S.

PERFORMING INSTITUTION:
RUTGERS, THE STATE UNIVERSITY OF NEW JERSEY
3 RUTGERS PLZA
NEW BRUNSWICK, NEW JERSEY 08901-8559

ULTRA-NICHE CROPS FOR THE PROGRESSIVE, NEW FARMER

NON-TECHNICAL SUMMARY: The project goal is to teach new and beginning farmers nationwide (virtually and in-person) about the cultivation, marketing and business management of farming 18 "ultra-niche crops". Of 3,268 participants, 90% will have a knowledge gain, 264 will make beneficial changes and 95 will start farming. We define "ultra-niche" as exceptionally high-value crops that can provide a significant source of income to the farmer while using minimal land area such as strawberries and basil. Empowering these new and beginning farmers to achieve early crop and financial success will promote sustainability of our next generation of food-producers. We will develop training, education, outreach and technical information on specialty-crop production. Educational programming will include crop selection, entrepreneurship and business training- including financial and risk management, as well as diversification and marketing techniques. A series of in-person and online educational materials will be developed.Deliverables include:• "Virtual Field Trips" (18): On-farm interviews on production and marketing of each crop.• "Video Fact Sheets" (12): On components of a farm business plan.• "Crop Profiles" (18) including on-line enterprise budgets.• Feasibility Analysis Worksheets: SWOT analysis template, food safety compliance worksheet.• A Rutgers website to host these deliverables.• 18 workshops that will utilize the above educational materials.Program outcomes: 2,941 (90%) of the new and beginning farmers educated will gain knowledge; 378 in-person participants will be equipped with technical and business skills to net a minimum of $25,000 per acre; 360 participants will make beneficial changes; 95 participants will start new farms.

OBJECTIVES: Goal:To teach 3,268 new and beginning farmers nationwide (virtually and in-person) about the cultivation, marketing and business management of farming 18 "ultra-niche crops". Of participants, 90% will have a knowledge gain, 264 will make beneficial changes and 95 will start farming a minimum of 0.5 Acres x $25,000/A = $1,187,500. Our objectives, outcomes and impacts are outlined here:Objective 1:Educate 378 new and beginning farmers through in-person workshops.Output Item: 18 workshops in 3 locations in New Jersey using the online resources.Outcomes: 340 (90%) in-person participants will be equipped with technical and business skills to net a minimum of $25,000 per acre.Impact: 264 (70%) will make beneficial changes (as outlined in our evaluation plan).Objective 2:Educate 2890 new and beginning farmers nationwide through virtual resources.Output Item: 18 Virtual Field Trips OnlineOutcomes: 810 virtual participants will view at least one crop's "Virtual Field Trip".Impact: 729 (90%) will have a knowledge gain on that topic.Output Item: Online Video Fact Sheets on Business PlansOutcomes: 1080 virtual participants will view at least one video outlining one component of a business plan.Impact: 972 (90%) will have a knowledge gain on that topic.Output Item: Online Crop Profiles with BudgetsOutcome: 1000 virtual participants will use at least 1 crop profile including the online enterprise budget.Impact: 900 participants will gain knowledge on business management and crop production.

APPROACH: We will film and distribute the 18 Virtual Field Trips and the 12 Business Planning Video Fact Sheets. We will develop the Interactive Online Crop Profiles with Budgets and conduct the 18 in person clalsses in 3 different locaitons.Target Audience Measures:We have interest in gathering data on participant gender (as this supports other previously funded efforts focusing on women farmers), and years in farming (0, 1-10 years, +10 years) to meet BFR requirements. Therefore, we will ask educational session participants to volunteer this information if they wish. Attendance sign-up sheets will be used to gather participant contact information that will allow for the identification and count of unique participants. This information will be the source of contact information for follow up electronic surveys to determine medium term outcomes.Evaluation Planning:During year 1 we will develop training session and follow-up evaluative tools based on the outcome measures listed below. Input will be solicited by the principal investigators and the advisory council. These survey instruments, used during in-class sessions and for a follow-up survey will measure short-term outcomes of knowledge-gain and intentions, and medium-term outcome of practice changes and economic benefits derived from participation in the program.During year 2 and year 3, all session participants will be surveyed at the end of each class using in-session paper surveys that incorporate questions to determine knowledge gain (post-then-pre-test) and impact of the training on qualitative and quantitative factors as indicated below.Outcome MeasuresThe following outcome measures will be evaluated:Of those who complete any part of a training program we will immediately record the number of participants and the percent of participants who indicate answers to the following items:a. plan to start farming -- the ultra-niche crop featured in the sessionb. who are farming -the ultra-niche crop featured in the sessionc. plan to not (stop) farming -the ultra-niche crop featured in the sessiond. change in knowledge -- about the culture/production of the crop, budgetary analysise. plan a change in behavior/approach -- addressed above (a, b, d)f. plan to continue participating in training - we will ask if they plan to attend future eventsg. Other - Qualitative Likert scale questions, such as how well did the session meet your needs, overall rating of program content and presentation quality, how useful the session was in aiding you in making a decision about growing the crop, and the value of conducting an individual SWOT analysis to aid them in making positive risk management decisions.After year 2 and year 3 growing seasons, a web-based survey using Qualtrics online data collection/survey software, will be administered. All unique participants will be surveyed to determine the following medium-term impacts of the training and materials on their practices:Each year we will record the number or percent/total of participants who as a result of our training:a. started farming -- any of the ultra-niche crops featured in the trainingsb. did not start farming -- any of the ultra-niche crops featured in the trainingse. changed business practices - focus on development of the farm business plan or enterprise budgetg. changed marketing practices - ask if new markets were utilized, successful or noth. developed a farm plan - See ei. (adapted practices that) increased profitability - ask about gross and net profit for each cropj. continue to participate in your training programs - will ask of those who attended the first year of training sessions.k. Other - explain - We will asked about acreage of ultra-niche crop produced, gross and net profit per crop, future plan to grow crops if not currently, or expansion of crop types and acreage already being grown. Ask how SWOT analysis completed during each session helped them in making these decisions (a, b).All data will be analyzed using appropriate statistical methods, including descriptive statistics (standard deviation, confidence interval) and ANOVA to look at differences by years of farming experience. These results will aid us in reporting against all objectives and outcome measures, specifically, participants will adopt new crops to provide a significant source of income on minimal land area. These new and beginning farmers will achieve crop and financial success through start-ups, diversification and improved marketing.

PROGRESS: 2015/09 TO 2018/08
Target Audience:The target audience for this project is primarily farmers who have not operated a farm, or have operated a farm for not more than ten years. This will also include: 1) Potential farmers without previous knowledge of Cooperative Extension as a resource. 2) Individuals who come from non-farming backgrounds with an interest in agriculture. 3) Women who have previously participated in Annie's Project New Jersey. 4) Small acreage farmers who are interested in producing high value crops. 5) Individuals gathering resources electronically due to time constraints. The target audience will be seeking information on the following topics: 1) Crop farming practices (Priority Topic A) 2) Entrepreneurship and business training (Priority Topic C) 3) Financial and risk management training (Priority Topic D) 4) Diversification and marketing strategies (Priority Topic F) 5) Educational tools, such as fact sheets and videos (Priority Topics A, C, D, F and G) Changes/Problems: Nothing Reported What opportunities for training and professional development has the project provided? Delivery Total Meetings: 25 Total Meeting Participants: 404 Total Webinars: 0 Total Webinar Participants: 0 Total Website Visits: 12324 Total Online Course Participants: 30478 Meetings 9/28/2016: Cape May Court House, NJ -- Number of Attendees 20 9/28/2016: Bordentown, NJ -- Number of Attendees 15 9/28/2016: Bridgewater, NJ -- Number of Attendees 15 10/27/2016: Bridgeton, NJ -- Number of Attendees 26 10/27/2016: Bordentown, NJ -- Number of Attendees 23 10/27/2016: Bridgewater, NJ -- Number of Attendees 22 1/31/2017: Cape May Court House, NJ -- Number of Attendees 15 1/31/2017: Bordentown, NJ -- Number of Attendees 21 1/31/2017: Bridgewater, NJ -- Number of Attendees 14 3/7/2017: Cape May Court House, NJ -- Number of Attendees 18 3/7/2017: Bordentown, NJ -- Number of Attendees 9 3/7/2017: Bridgewater, NJ -- Number of Attendees 12 7/21/2017: Cape May Court House, NJ -- Number of Attendees 9 9/26/2017: Cape May Court House, NJ -- Number of Attendees 11 9/26/2017: Bordentown, NJ -- Number of Attendees 6 10/17/2017: Cape May Court House, NJ -- Number of Attendees 23 10/17/2017: Bordentown, NJ -- Number of Attendees 21 10/17/2017: Bridgewater, NJ -- Number of Attendees 15 11/8/2017: Cape May Court House, NJ -- Number of Attendees 22 12/12/2017: Bridgeton, NJ -- Number of Attendees 11 12/12/2017: Somerset, NJ -- Number of Attendees 11 1/23/2018: Bordentown, NJ -- Number of Attendees 12 2/22/2018: Cape May Court House, NJ -- Number of Attendees 25 2/22/2018: Somerset, NJ -- Number of Attendees 13 2/22/2018: Bordentown, NJ -- Number of Attendees 15 How have the results been disseminated to communities of interest?· Organic producers Northeast Organic Farming Association of New Jersey provided free advertising to their membership. · Small farms The majority of farms in New Jersey are classified as small farms. We developed an electronic mailing list of 548 producers interested in the project. Participants receive timely and relevant information on upcoming classes and when new material is available. · Specialty crop producers At the 2017 and 2018 Annual Conference of the Vegetable Growers Association of New Jersey, our educational materials were used and team members presented on their area of expertise. · Urban producers Isles, Inc, a Trenton based non profit for urban agricultural, advertised our programs to their membership. What do you plan to do during the next reporting period to accomplish the goals? Nothing Reported

IMPACT: 2015/09 TO 2018/08
What was accomplished under these goals? The project taught 9,261 new and beginning farmers nationwide (virtually and in-person) about the cultivation, marketing and business management of farming 10 "ultra-niche crops". Of participants, 96.6% gained knowledge,115 made beneficial changes and 48 started farming a minimum of 0.5 Acres x $25,000/A = $305,961. Result 1. Will make beneficial changes to their farms. Producer action: Implement, Topic: Product and enterprise diversification When measured: August 2018 Estimated Number: 147, Actual Number: 115 How verified: Electronic surveys Result 2. Knowledge gain Producer action: Understand, Topic: Marketing plans and strategies When measured: At the end of each of the classes Estimated Number: 126, Actual Number: 181 How verified: Paper survey on the day of the class. Result 3. Knowledge gain Producer action: Understand, Topic: Business and strategic planning When measured: on-going until August 2018 Estimated Number: 1053, Actual Number: 1656 How verified: Electronic survey post website visit Result 4. Knowledge Gain Producer action: Understand, Topic: Product and enterprise diversification When measured: Ongoing until August 2018 Estimated Number: 495, Actual Number: 5413 How verified: Tracking online views Result 5. Start farming a minimum of 0.5 Acres x $25,000/A Producer action: Implement, Topic: Product and enterprise diversification When measured: August 2018 Estimated Number: 69, Actual Number: 48 How verified: Follow up electronic surveys

PUBLICATIONS (not previously reported): 2015/09 TO 2018/08
No publications reported this period.

PROGRESS: 2016/09/01 TO 2017/08/31
Target Audience:Target audience this reporting period · Organic producers · Small farms · Specialty crop producers · Urban producers Changes/Problems:Our co-PI, Dan Kluchinski, who was creating and conducting evaluations passed away in October. Team members are currently working to develop evaluations in his place, which has delayed collection of some of the follow-up data. What opportunities for training and professional development has the project provided? Nothing Reported How have the results been disseminated to communities of interest?All communities of interest have been reached with our Constant Contact database which has 445 subscribers to date. They receive not only information on the Ultra-Niche Crop Project and Classes but also information from a variety of other sources including NOFA-NJ, ATTRA, Rodale Institute and educational oppportunities with extension outreach. Organic Producers: NOFA-NJ shares our materials with their members, inlcuding announcements of our classes. Specialty Crop Producers- PI, Jenny Carleo, chaired the Vegetable Growers Association of New Jersey Alternative Crops Session for farmers in which she spoke about beach plums and cut flowers as well as sharing the UNC Website with all participants. Carleo also attended theMid-Atlantic Fruit and Vegetable Convention in Hersey, PA in which she presented to growers about beach plums and cut flowers. The UNC website was also shared with all participants. Urban Producers- Grow NYC, an organization which assists urban farmers,is subscribed to out mailing list in which they receive updates and information on all the educational materials from the UNC Project. Small Farms- The UNC Project targets farmers growing on 10 acres or less. What do you plan to do during the next reporting period to accomplish the goals? Complete filming and editing of three virtual field trips Hold remaining 4 UNC Classes Complete 10 crop profiles with interactive budgets Continue to update website Update materials Conduct follow-up evaluations

IMPACT: 2016/09/01 TO 2017/08/31
What was accomplished under these goals? To date accomplishments: Objective 1: 194 unique participants have been educated through in-person workshops. Output: Six workshops in 3 locations. Outcomes: 181 participants have knowledge gain on marketing plans and strategies Impact: Follow-up data not collected yet Objective 2: 5,035 Unique participants have viewed materials on UNC Website Ouput: Six Virtual Field Trips Online Outcome: 1889 virtual participants have viewed the Virtual Field Trips Impact:Follow-up data not collected yet Output: 13 Online Video Fact Sheets on Business Plans Outcomes: 691 virtual partipants viewed Video Fact Sheets Impact:Follow-up data not collected yet Output: In Progress: Online Crop Profiles with Budget Outcome: Output not completed Impact: Follow-up data not collected yet

PUBLICATIONS: 2016/09/01 TO 2017/08/31
1. Type: Other Status: Published Year Published: 2016 Citation: 2016: Melendez, M. Ultra-Niche Series: High Tunnel Winter Lettuce. Rutgers Fact Sheet 1268. 3pp. http://njaes.rutgers.edu/pubs/fs1267/
2. Type: Other Status: Published Year Published: 2016 Citation: 2016: Melendez, M. Ultra-Niche Series: High Tunnel Winter Lettuce: Postharvest and Food Safety. Rutgers Fact Sheet 1268. 3pp.http://njaes.rutgers.edu/pubs/fs1268/
3. Type: Other Status: Published Year Published: 2017 Citation: 2017: Carleo, J., J. Matthews, M. Melendez. ?Ultra-Niche Crops Series: Mixed Cut Flowers?, Rutgers Cooperative Extension Fact Sheet 1275. https://njaes.rutgers.edu/pubs/fs1275/
4. Type: Other Status: Published Year Published: 2017 Citation: 2017: Carleo, J. ?Ultra-Niche Crops Series: Writing SMART Goals for Your Farm?, Rutgers Cooperative Extension Fact Sheet FS1263 (5 Downloads, 23 Unique Page views as of 1/2017) https://njaes.rutgers.edu/pubs/fs1263/
5. Type: Other Status: Published Year Published: 2017 Citation: 2017: Matthews, J., Melendez, M., Simon, J., Wyenandt, C.A. ?Ultra-Niche Crops Series: Fresh Market Basil?, Rutgers Cooperative Extension Fact Sheet 1279. https://njaes.rutgers.edu/pubs/fs1279/
6. Type: Websites Status: Published Year Published: 2016 Citation: https://njaes.rutgers.edu/ultra-niche-crops/
7. Type: Conference Papers and Presentations Status: Published Year Published: 2017 Citation: Brumfield, R. G.*, Carleo, J., Govindasamy, R., Gohil, H., Heckman, J., Kluchinski, D., Matthews, J., Melendez, M., Nitzsche, P. J., Polanin, N., Wyenandt, C. A. 2017. Budgets for ?Ultra-Niche? Crops (poster). Extension Risk Management Education National Conference, Cincinnati, OH. April 27-28, 2017. https://agrisk.umn.edu/Conferences/Presentation/budgets for ultraniche crops
8. Type: Conference Papers and Presentations Status: Other Year Published: 2017 Citation: 2017: Matthews*, J., Brumfield, R. G., Carleo, J., Govindasamy, R., Gohil, H., Heckman, J., Kluchinski, D., Melendez, M., Nitzsche, P. J., Polanin, N., Wyenandt, C. A. 2017. ?Ultra-Niche Crops Project?. (Oral and Poster). Presented September 26, 2017 at the Project Directors Meeting for the Beginning Farmer and Rancher Development Program, Nashville,TN.
9. Type: Conference Papers and Presentations Status: Awaiting Publication Year Published: 2017 Citation: 2017: Polanin*, N., J. Carleo, M. Melendez, D. Kluchinski, P. Nitzsche, R. VanVranken, C. A. Wyenandt, R. Brumfield, J. Matthews, J. Heckman. ?The Virtual Field Trip: Bringing the ?Ultra-Niche? Farm Indoors?. (Poster). Presented at the Northeastern Plant, Pest, and Soils Conference, Philadelphia, PA.
10. Type: Conference Papers and Presentations Status: Other Year Published: 2016 Citation: 2016: Carleo*, J., R. G. Brumfield, J. Heckman, D. Kluchinski, J. Matthews, M. Melendez, P. Nitzsche, N. Polanin, K. Reynolds-Allie, R. VanVranken, C. A. Wyenandt. ?Ultra-Niche Crops Project?. (Oral and Poster). Presented August 23, 2016 at the Project Directors Meeting for the Beginning Farmer and Rancher Development Program, St. Paul, MN.

PROGRESS: 2015/09/01 TO 2016/08/31
Target Audience: Audience Emphasis Organic producers Specialty crop producers Urban producers Small farms Traditional commercial producers Changes/Problems:Due to the lack of available information and an unwillingness of some farmers to share their production practices and financial data we are unable to meet the original goal of 18 crops for the project. We were granted a reduction in the number of crops to 10 andmodified theobjectives with updatedtarget numbers. What opportunities for training and professional development has the project provided? Nothing Reported How have the results been disseminated to communities of interest? Nothing Reported What do you plan to do during the next reporting period to accomplish the goals? Nothing Reported

IMPACT: 2015/09/01 TO 2016/08/31
What was accomplished under these goals? Year one of the project was designed as a planning and educational product development year, therefore no educational activities were conducted as per our Plan of Work.

PUBLICATIONS: 2015/09/01 TO 2016/08/31
1. Type: Conference Papers and Presentations Status: Other Year Published: 2016 Citation: Carleo*, J., Brumfield, R., Heckmen, J., Kluchinski, D., Matthews, J., Melendez, M. V., Nitzsche, P., Polanin, P., Reynolds-Allie, K., Van Vranken, R., and Wyenandt, C. A. Ultra-Niche Crops Project. (Poster). Presented at the inaugural Northeastern Plant, Pest, and Soils Conference, Philadelphia, PA. http://www.neppsc.org/, Jan 3-7, 2016. (*presenting author)
2. Type: Other Status: Published Year Published: 2016 Citation: Nitzsche, P., Matthews, J., Melendez, M. Ultra-Niche Series: Plasticulture Strawberries. Rutgers Fact Sheet 1259. 3pp. http://njaes.rutgers.edu/pubs/fs1259/
3. Type: Other Status: Published Year Published: 2016 Citation: Melendez, M. Ultra-Niche Series: Plasticulture Strawberries: Postharvest and Food Safety. Rutgers Fact Sheet 1258. 3pp. http://njaes.rutgers.edu/pubs/fs1258/