fuchsia brands farm

The Fuchsia Brands Initiative and the Living Countryside The Impact on Farm Households: 

The Fuchsia Brands Initiative and the Living Countryside The Impact on Farm Households Dr. Deirdre O’ Connor and Siobhan Cahalane Dept. of Agribusiness, Extension and Rural Development Faculty of Agriculture, UCD

Study Context : 

Study Context Ongoing change in agricultural and rural policy in Europe Increasing recognition of more diverse model of rural economies compared to productivist agricultural model Production of food and fibre just one among other activities to contribute to rural areas Need to deliver high quality and varied foodstuffs, green services and amenities

Study Context: 

Study Context Changing societal and consumer demands also profound impact on context in which agricultural and rural policy operates Farm households response to this changing context has been to embark on a range of development paths i.e. engaging in a range of “broadening, deepening and regrounding” activities at farm level

Study Context: 

Study Context Regrounding – reconfiguring the way in which on-farm resources are used, changing farming systems, pluri-activity Broadening – Farm enterprise becomes involved in markets for non-food products and services; non-agricultural activities realised within the farm; agritourism, sports, energy production Deepening – reposition the farm within the agri-food supply chain – organic farming; regional quality food products; on-farm processing; direct sales

Purpose of Study : 

Purpose of Study To determine nature and extent of broadening/deepening activities within farm households in WCLC/Fuchsia Brands initiatives To ascertain role of WCLC/Fuchsia Brands in development of these activities To assess members’ views re involvement with WCLC/Fuchsia Brands

Study Methodolgy: 

Study Methodolgy Interviews with WCLC staff and Brand Members Telephone Questionnaire 96% response rate from survey!! Key involvement of WCLC staff in facilitating the study

Study Findings : 

Study Findings In mid-2003, 11 of 40 food enterprises within Fuchsia Brands were farm-based (28%). 15 of 71 tourist establishments within the Brand are farm-based (21%). Overall, farm-based operators represent 26 of 111 businesses with Fuchsia Brands (23%).

Profile of Farm Households : 

Profile of Farm Households Questionnaire answered by the owner of the business in 80% of cases. 56% of respondents were female 8% of respondents younger than 40 years of age 44% between 40 and 50 years 4% older than 65 years

Profile of Farm Households: 

Profile of Farm Households Vast majority working full time on farm work with full time assistance of family members in many cases 36% employing full time or part time labour to run the farm On-farm activities (farming plus others) account for total family income in 2/3 of cases Off-farm incomes features in less than 1/3 of cases

Engagement in On-Farm Activities: 

Engagement in On-Farm Activities Over 2/3 of respondents engaged in “broadening” activities, with over half engaged in agri-tourism Remainder engaged in landscape management schemes 48% engaged in on-farm food processing 32% engaged in direct selling of produce N.B. Households engagement in multiple activities

Interest in On-Farm Activities: 

Interest in On-Farm Activities None engaged in organic farming, but 28% interested 12% engaged in agri-environment or landscape management activities but 44% interested None engaged in energy production on-farm but 52% interested

Contribution of Rural Development (RD) Activity to Family Income : 

Contribution of Rural Development (RD) Activity to Family Income Activities appear to make a substantial contribution to family incomes of respondents 20% reported it constituted more than 80% of total farm-based family income 20% said it contributed less than 20% of total income generated from “farm-based” activities

Contribution of RD Activities to Employment : 

Contribution of RD Activities to Employment In all cases, RD activity requires full time family labour input with between 1 and 4 family members involved In 60% of cases, additional family labour is involved on a part-time basis 76% of those surveyed take on hired labour on a full-time, part-time or casual basis. 52 people employed full time, 15 part time and 12 casuals.

Other Effects of New RD Activity : 

Other Effects of New RD Activity 80% of respondents said it had a positive effect on the farm Reasons included additional income generated Allowed the family to stay on the farm Farm would not be viable in the absence of the activity

Driving Forces/Constraints on RD Activities : 

Driving Forces/Constraints on RD Activities Following were described as “very important” drivers Identified area as suitable for the activity (84%) Needed the income (80%) Personal interest/skills (68%) Saw a market for the product/service (60%)

Principal Constraints: 

Principal Constraints Lack of access to grant aid/financial support (20%) Problems in building up markets (16%) Picture with respect to drivers quite similar to results from EU IMPACT study which included analysis for Ireland

Role of Institutions in Enabling RD Activities : 

Role of Institutions in Enabling RD Activities Role of WCLC/Fuchsia regarded by 72% as favourable Teagasc regarded favourably by 68% of respondents European Union seen favourably by 64%, closely followed by national governments at 60%. Local governments/county councils regarded favourably by 36% of respondents

Comparison with Irish IMPACT Results : 

Comparison with Irish IMPACT Results European Union seen favourably by 84% Teagasc regarded favourably by 75% of respondents Development agencies favourably regarded by 68% of respondents Nationa/local governments/county councils regarded favourably by 45% of respondents

Respondents Views re Fuchsia Brands Initiative: 

Respondents Views re Fuchsia Brands Initiative High level of satisfaction with initiative evidenced by 92% of respondents who wish to continue involvement with the brand 80% of respondents rated themselves as having a high level of awareness of other Brand products and services Over 90% recommend and promote other Fuchsia products and services on a “very frequent” basis High level of satisfaction with quality criteria standards for Brand membership – seen as the main benefit of the Initiative

Respondents Views re Fuchsia Brands Initiative: 

Respondents Views re Fuchsia Brands Initiative Access to Training considered next most important benefit Extra sales of products identified by 36% of respondents Development potential within the Initiative identified with respect to establishing more individual and group-based marketing initiatives Especially relevant for tourism providers Marketing coverage of the Brand extended

Concluding Remarks: 

Concluding Remarks Evidence of “localisation” effects Evidence of “synergy effects” especially with respect between components of the brand but also with environmental quality Evidence of multiplier effects through employment and through backward and forward linkages