Fork to Farmer: People First Tourism

– So I’m Susan Jakes, I’m
with the Community and Rural Development program at NC State. Welcome, I’m so glad you are all here. Today we’re gonna talk
about Fork to Farmer, this is a kind of innovative collaboration between the College of Natural Resources and the College of Agri-Life Sciences. Duarte who’s in Africa, just
flying home from Africa, I think. – Yes. – It is the case couldn’t be here today. He’s the other kind of principal lead on this program. Duarte does tourism work. He does micro entrepreneurship,
it’s really his focus. So not necessarily agritourism,
it could be agritourism, but micro entrepreneurship,
so his focus on really small businesses and giving people whose really small businesses, and
tourists for those businesses. So what Duarte has been
doing in he has been working local chefs, and building on the notoriety of these local chefs to
get people to the farms that they partner with. So we’d have to be a
chef that has local farms delivering its food, and
these farms would have to be interested in having
visitors to their farms. So that is kind of the whole
creation of Fork to Farmer. And Bruno is gonna tell you a lot more, we’re gonna give you a lot more detail, but throughout this
project, Bruno has been the graduate student,
which if anyone knows about how universities
work, graduate students do everything, and they know everything and the rest of us just try to
keep up and keep them moving. And Becky Bowen, whose on my team with Community Role Development from NC State. And also joining (mumbling),
statewide program coordinator, from Austin from NC
State, she is always doing three things at once,
so she’s in the other workshop right now. Bruno. (squeaking) – Sure. I guess you wanna skip this introduction. And I will try to give you an idea where this project comes from. My name is Bruno, I’m an
international graduate student, more or less like Susan said,
I do pretty much everything. And I’m a little bit
nervous of being here today because usually it’s my
advisor Dr. Duarte Morais who does the talk, and I do the walk. This time I have to do the talk as well. – [Voiceover] You speaking on the mic. Speak up, it’s not– – Speak up? – [Voiceover] Yes. – Okay, thank you. So to just give you a little background about the work we do at
the Department of Parks and Recreation and Tourist Management, unlike other tourism programs
within business schools or hospitality programs, we
don’t really deal with hotel chain management or the
macroeconomic set, the destination. So we really document the
shortcomings of tourist and try to mitigate
those same shortcomings in order to bring economic
prosperity to the communities. Within the department we have a lab, a research lab called
People-First Tourism, which I will refer to P1T Lab from now on. It’s launched two node participatory
action research project which means that we don’t
do research on our subjects, we actually work with. We have common goals, we
have the shared horizon, which is having them
meaningfully engaged and fully participating in the tourist industry. – [Voiceover] I’m sorry.
(talking in background) – Sure. (talking in background) Much better? – [Voiceover] Yes. – [Voiceover] All better. – Okay. (laughing) Should I start from the beginning? (laughing) Okay, so tourism is a major
economic force in many regions, but especially the pleasure
periphery, rural areas, very urban regions, and
tourism is also credited with generating employment,
public tax, foreign exchange, very well established. But there’s also some
shortcomings to that. We see that these employment is usually more very often underpaid. Usually these companies
are run by foreigners, jobs are seasonal. So there’s a lot of issues to tourism. So at the P1T Lab, we
believe that self-employment enabled by tourism micro
entrepreneurship poses as an alternative to
employment informal sector and an important source of
income in under-served areas. It’s not just this issue of income, it’s also the pride and sense of ownership that are central tenets to
the model of self-reliant and self-determined model of development that we advocated at our lab. And now I will screen a movie,
just a little introduction to what we do. We have an interesting mix of. (laughing) An interesting mix of micro entrepreneurs, we have storytellers, we have crafters, now we have a cheese-maker, right Ross? We have local shamans that are interested in telling more about of their communities and their stories. And as I said, in North
Carolina, we stretch from the mountains in Madison County to the our banks. Just for you to understand
the role of graduate students in the project, each one of us is assigned a network and when I
came to the United States two years ago, I was assigned
the Wayne County network, and I was supposed to
develop it, make it grow, make it flourish. And one thing that struck
me was that there was, that the network was
comprised mainly of farmers of local organic farmers. And I also realized that
in downtown Raleigh, there was a very vibrant
local foodie scene. So Dr. Duarte and I,
we start thinking about why don’t we capitalize on these to make ends meet to our farmers. So we started with this
idea that we should pitch to foodies that they can enjoy their food at their favorite
restaurants but they can also go back to the farms and
enjoy genuine argi-tourism experiences with the
folks that, the natures they grow the food they get to enjoy at those, high-end restaurants. A very important part of our job is monitoring the impact. For many reasons, I like
to know what I’m doing and if what I’m doing is actually causing an impact the positive impact, hopefully but also because our donors, our people who fund our
project, they also want to know if they are investing their money in a worthy cause. Of course the impact of
the project will depend on the number of bookings
and the total amount that the farmers will
be able to do through this selling these experiences. But of course, if we take
a logic model approach, this will probably later on the road. So short term impacts will be probably and especially from
thinking about vulnerable individuals, we really
want to enhance their human agency so their
capacity to pursue goals that matter to them. And there are major
theories in the literature that talk about human agency. Probably self determination theory and self efficacy theory, they
are the most dominant ones. My adviser is a self determination person, I’m a self efficacy person,
it doesn’t really matter. So why does it matter? Because, well, let me just
tell you what self efficacy is. Self efficacy is one’s
belief in one’s ability to achieve a desired outcome. And then if we get more specific, we get entrepreneurial self efficacy and if we want to get very very specific, as recommended by the
genius behind the theory, one is to actually the
theory to specific context that one is working on. So this is the topic
of my thesis research. So I develop the tourism
in micro entrepreneurial self efficacy that I
define this one’s ability or one’s belief in one’s
ability to successfully perform the various roles and tasks
of micro entrepreneurship in the tourism and business sector. So why is this important? Because we know that some
individual might refrain from pursuing entrepreneurship
not because they lack the skills to do so,
but because they believe the do, and this is valid for women, this is valid for
minorities, and the resource people in general. So you don’t want to look at this, so this is just the
final measurement model. There’s some exploratory factor analysis and confirmatory factor analysis to validate this survey. So we ended up with the
15-question questionnaire that have been validated with
300 e-micro entrepreneurs that will help us monitor
the impact of the project in regards to human agency,
which is one of the goals that we want to achieve. – So thank you, Bruno. The beauty of role development is doing with extension tourism
is taking this pilot project that they have,
Fork to Farmer project, and trying to find funding for it to expand it into more counties. And so they have started in two counties, they have the Fork to Farmer video that is made in Wayne County
and also in Johnston County. And that is what Bruno
is going to show next. But I wanna back up just
a little bit to tell you exactly what Fork to Farmer is. Fork to Farmer is a video production that capitalizes on the relationships that popular chefs have
with local farmers. So it, the foodie comes to the restaurant, sees that their menu
items are locally sourced, sees information on the
menu that directs them to a farm or the farmer
who produced the meat or whatever the ingredients
are for the dish, and then the customer will
actually have the opportunity, and you can explain this better, Bruno, but they can scan a, is is a what, what’s it called? – [Bruno] A QR code. – Can scan a QR code with their phone, and it will direct them to
an agritourism opportunity offered by the local farmer. So you get the connection? – [Voiceover] So where is
that QR code, is it like on the menu? – It’s on the menu. – [Voiceover] Okay. – Right? And that’s what they’re
doing in both of these two counties, right, in
the restaurants, right? So that’s the premise. What we’re trying to do is
capture that customer demand for local food and
wanting to have that local farm experience, but they may
not think about it, right? It just doesn’t come to
the top of their mind, but if it’s on the menu,
while they’re waiting, and they can scan it to their phone, then there’s like, oh, there’s like, let’s do that next weekend, honey, that sounds like a lot of fun, right? And then the whole point of it is also to once we get them to the farm, that there are also direct
on-farm sales opportunities. May not just be a work experience, it may be a hay ride or whatever, but it is also actually buy other product that the farmer has to offer. So that’s what we’re trying to capture and capitalize on through this project. So these first two videos,
they are the pilot videos. You wanna run them? – [Bruno] Sure. – Okay. So Bruno, this was the first one, and explain the relationship between People-First Tourism, what
does People-First Tourism do with respect to Fork to Farmer in this particular example. – Sure. Yesterday I was in Kingston,
Kingston, North Carolina. Should we share? – We’ll share. – And when I finished presenting,
there was a person there. So how does this work? Do they have a special
day where these farmers open their farm and receive guests and have hay rides? No, that’s not our modus operandi. That’s not what we do. What we go for a more genuine,
intimate kind of experience, and it’s upon reservation. Of course, a couple of years ago that would be impossible
because the farmer wouldn’t be able to connect directly to the tourist or the
visitor without this process being mediated by the
formal tourism industry, tourist distribution system, but now with the emergent sharing
economy, we have this websites, web market places
that can play this role. And this is the case of
the People-First Tourism, increase their economic branch of our lab. So this is a social business. I’m going to show you how this looks like. So we have a landing page with
the Centro Mexican restaurant and if you scroll down, you
will have the experiences and the farmers that are
endorsed by that chef or a restaurant owner, and in
this case, Angela Salamanca. Then you just click on it,
you make a reservation, and the farmer on the other end will just get an SMS or a call by our assistant. And of course, it’s
always upon a reservation. That was one of the issues
that was raised consistently by the farmers. So always, and only upon reservations. So it’s something that
should supplement their primary income source. – [Voiceover] Question,
is it priced per person, or priced per group of five or so. – It depends, but as a rule of thumb, groups up to four, up to to six people, that’s the price you see here. And then you pay a fee
for each extra person until a certain limit. – [Voiceover] So are each of the farmers that are shown on this
page, which is the webpage posted through People-First Tourism, are each of the farmers considered People-First Tourism entrepreneurs. – Yes. – Okay, so they are, they’re
part of that network. – Yes. – Now, okay. And so you get that
People-First Tourism is offering booking, right, making
the reservations, okay. – Thank you. – [Voiceover] Can you
pull back down to where you see those farms. So it sounds like I’m
looking the tags on there. So you’re saying that restaurant, do all those farms sell
to that restaurant? – Yes, that’s the key. It needs to be real. – [Voiceover] Right, and
then, so you’re saying a farm might get like 40 dollars
for a group of six to eight, is that what you’re saying, in that case? And for how long were
the experience about? – Experiences of one hour to 90 minutes. – [Voiceover] It seems like a low amount. – Right, do the farmers set the prices? – [Voiceover] It’s what I’m saying. – Or does the– – Yeah. – People-First Tourism set the prices. – The price is always
determined by the farmer. Then of course, this is
open to open market laws. So if they are selling
a lot, maybe they want to raise the price a little bit. If they don’t then they just lower it. So this price was not set nor determined by People-First Tourism, this is the price that the farmer thought it
would be worthy to pursue. – [Voiceover] And I can
see, if they had things to sell at the farm,
of course you only got four to six people. – Oh yeah, of course, yeah. – [Voiceover] But that
would be additional income but it’s just, yeah. – Definitely. – [Voiceover] But you’re
saying the farmers are setting their prices. – So as I say, this is not
intended to be a primary source of income. – [Voiceover] Right. – It is a supplement. – [Voiceover] But all the
farmer I know are so busy, so to take the time out to arrange that, it would have to be very
much worth their while. – Yeah. – [Voiceover] Bruno, do you
plan to put each on there the description of the
experience on there. – Oh yeah, hopefully. (laughing) – [Voiceover] And then
if you want to know more. (talking in background) – [Voiceover] Kinda tells
you what you’re gonna do and then all that. – So this is Dan, then
there’s a description of Dan. Dan grows hops and cereals,
he’s also a brewer. There’s a description of
the experience, 40 dollars up to 10 people. I think that this a one
hour, one hour experience. – But 40 dollars for 10 people? Wow, that’s quite a deal. – Okay, shall we move on? – Sure. – So our second iteration of the series was in Johnston County and I’ll show you the video right now. – So okay, Bruno, why don’t you. So that was the second
video in Johnston County. Where are these restaurants,
where they in Smithfield? Where is it, where? – (mumbles) Garner. – Oh, Garner. Okay, great. So tell me what you do with respect to getting the farmers involved, as well ass, you might
have seen that there was our there the new phase in there, there was an administrator
convention hero phase in there. And then is this video, you also saw Ryan. You saw cooperative extensions, that’s on this video. So explain how those
relationships have evolved. – Sure. Well, the process always depends on the circumstances,
but as a rule of thumb, we always try to identify
suitable stakeholders. It has been the case with
cooperative extension and also the visitors bureau,
recently last week, right? Where Ross facilitated in
cooperation with visitors bureau, the funds so that we could
make an outstanding movie, I hope, because that the people involved are so amazing. So I think the case in Madison was that we identified Chris, which is
this amazing cheese maker. And I actually was in Madison for a day or two trying to learn
what were our expectations, what did she want to
take from the project, and she supplies, well she
sells in farmers’ markets, but she also supplies high-end
restaurants in Nashville. And she directed us to
one of our first buyers, John Fleer, he is the
owner and chef, head chef, of the Rhubarb high-end
restaurant in Nashville. And I didn’t deal directly
with the chef because these public personalities,
they are very busy people so I mainly did all the arrangements with his personal assistant,
so we worked the details out and we collated, and then
the crew, the photographer and the videographer went
there and filmed everything. But there has been the
case where we identified first the chef or the restaurant, as was the case in Kingston. So Vivian Howard is
this huge public figure. So we contacted her
directly, or her assistant, and she directed us to Warren Brothers, who will be able to see the
movie in a couple of minutes. So it always depends. But the modus operandi
is usually get someone to fund the project,
reach out to either farmer or a chef, meet them, work
out details, expectations, have the crew going, and
then follow up with training because then they will
be offering experiences to the People-First Tourism website. – Okay, great. So what. (whispering) – [Bruno] Oh, sure. – All right, so Bruno, what
I heard you say is that the way you pick a county is primarily through the restaurant,
that it has a popular Farm to Fork restaurant. However, in Madison County, it sounds like the connection was made
through the farmer, is that correct? Through the cheese-maker, you said, right? And then the cheese-maker directed you to a restaurant that she supplied. That’s interesting. Okay, great. Any questions so far? Yes. – [Voiceover] You said
you’re looking for funding. So one of those dollar
amounts, or how it happens, and what it takes to get it all done. – [Bruno] I think we’ll
be talking about that. – Yes, we are talking about
that in just a few slides. (laughing) ‘Cause it always costs money
to do projects like this. All right, so how did
cooperative extension get involved with corporate farmer. It was primarily because of relationship that Duarte Morais, am I
pronouncing his name right? – [Bruno] More or less. – More or less, okay. Duarte have with Susan, and
then Susan brought on me and Joanna into the process. We were just like, well
this is a really neat idea. This could have legs. We understand that this
is just a pilot now, but another question that
I have for you, Bruno, is who’s watching these
videos, and how did they find out about the videos? Do the restaurant
customers on that QR code, does that take you to the video? Could they be sitting at the table and watching the video on their phones? Okay, so it’s actually,
if the chef is into this, he tells his wait staff,
to tell the customers why don’t you check this out, right? So that’s the whole thinking here. Okay, so I’m gonna go
back to Lenoir County at the end. So we’re gonna, right. The Lenoir County video is really good. So when Duarte came to
Susan, we we’re talking about how can we start getting
this into other counties. So Tom is very helpful in providing a little bit of funding
to expand this project into Lenoir county, into Randolf county, into Madison County, and
into Buncombe County. Those were the counties. And I think Susan Kelley,
these was a conversation with Richmond County, or
Richmond wasn’t quite ready to do that, so conversation
is taking place. But because of the
relationship that Duarte had with Susan and cooperative extension, they’re now making these videos in these other four counties. Lenoir county is done,
that’s what you’re gonna see in the end, and then
the other there counties, when do you think the
videos would be ready? – [Bruno] I think the
Randolf County was filmed in March, we will have a pre-screening by next week, hopefully two weeks. What’s not done is the
sound, and all that stuff that videographers are crazy about, and it should be out, I would say, in two to three weeks. – So from start to finish, how long does it take to get the video done? – [Bruno] I would say
at least three months. At least. – Okay, great. All right. So Lenoir County, Randolf
County, Buncombe, and Madison. Now what you see on
the slide now is a list of all of the partners
involved in the Fork to Farmer project. So we have tourism extension,
we have cooperative extension, we have the
county extension directors who are involved, if
they’re shooting a video in that county. We have the Farm to Table
chefs, we have the farmers, obviously, now I’ve
listed the North Carolina Main Street Program,
because one of the things that Susan and I are hoping to get funding for very soon is to
conduct a research project in some of the Main Street communities that have been identified
by the Main Street program as having a very
popular Farm to Table restaurant, or a very active downtown because that’s a very
popular farmer’s market. And what we want to see is whether, is there a connection between the local foods movement and those
impacts on revitalizing those downtown areas. So it was a really exciting project and that’s why we have
the Main Street Program listed there because
there are our reference, if you will, to
communities that have these popular Farm to Table restaurant
or active farmer’s market. The other partner is People-First Tourism, he awarded the People-First Tourism, that we have to hire a videographer, and we also have to
hire a graphic designer. All that takes money, right? So the objective, we just recently applied for a very large grant
to help fund this in, when it it, 24 communities? Yeah, 24 communities. – [Voiceover] They’re 18
communities, that’s 24 videos. – Right, 18 communities, 24 videos over a three-year period. So we wanna do this all
across the state if we can. And these are our objectives. So the first objective to
build those county-based partnerships to support this
sort of micro entrepreneurship agritourism development, right. The second objective is to raise consumer awareness of agritourism experiences, by working through local chefs. Our third objective is to raise public organizational support
for agritourism marketing, and what we’re doing, and you
saw this in the second video, is we are engaging the
local conventions bureau or tourism authority. We’re getting tourism
involved in agritourism, imagine that. (murmuring) Yes. – We’re pretty adaptable here. So if you talk to tourism
people in a lot of counties, they, I’m not sure if
it’s not on the radar and so one of the really
big project goals is, it may sound minor to
you, but it’s really, really important for
tourism to start to embrace agritourism, let me tell you. There are farm tourists
we’re having around that say, these are really helping, they sort of go, oh, these people go to a farm tour, what are they doing out for? So I think tourism, we’re really trying to help tourism embrace agritourism now. One of the huge goals of this project, that it shouldn’t, I don’t think it can be overlooked, the support. – Thank you Susan. And then our fourth objective is one that I’ve already mentioned, and that is, we’d like for more dollars
to go to those local farmers through their active tourism efforts. So with the Fork to Farmer project, we were sort of, we’re looking
at what are the possible impacts or outcomes of
collaborating with cooperative extension, this being a tourism
extension project initially. But first, we’re helping
them, through the relationship we’ll be able to leverage
additional funding. We are building connections with counties because our county directors
all have that relationship with county government, and hopefully with tourism authority. We are helping tourism
extension actually find and identify what economic
impacts are of this program. Cooperative extension
has a very large network. We can spread the work, we can communicate the success of this project nationally. And in fact, the article
has been submitted to the Journal of
Extension, and I guess it’s under consideration for inclusion. And of course, through
cooperative extension, we have to replicate the model statewide. So here, these are all of the
forecasted economic impacts under the grand application
that we just submitted. So one of the components of this project is that we’re looking to
provide agritourism training to our county offices. So we’re looking to a hold in agritourism train the trainer training,
and then the county agents will then offer the
same training to farmers who may be interested. We’re only doing a few
videos in this three-year period, but we’re sort of
spreading the knowledge and spreading the word over through a lot of different channels into
a lot of different people. We expect that we will
strengthen our county-based partnerships through this effort and we will increase, of
course, consumer awareness of the farm to chef activities. So what exactly are the deliverables under the Farm to Fork, I’m
sorry, Fork to Farmer, Fork to Farmer program? Well, there is a video, and we expect that there will be six produced per year. There are a lot of materials,
marketing materials prepared, and you can
explain what your handout there is for them. You wanna, why don’t you
just pull out of it there. Is that something that,
yeah, could you explain a little bit about those? – [Bruno] Yeah, sure. Can you see? – And you all have a small one of these, but this is our big poster. – [Bruno] Yeah, this is our big poster. – And this will be in
every restaurant, right? – [Bruno] This will be in
every restaurant, in every DMO, in every cooperative extension office. – What’s the DMO? – [Bruno] Destination Management Office. – Destination Management
Office, all right. – [Bruno] The tourist bureau. – The tourist bureau, I think. (laughing) – [Voiceover] You guys have
more of those toys cards? – [Susan] We have this, more. – Yeah, we have a couple more. – [Susan] We’re gonna
be giving after, yeah. – So this was actually
designed by a person, by a professional, and we felt the need to go to a professional,
because when we first pitched the idea, to have these materials to when we pitched that into chefs, they started, hmm, really, but we have our own design, I’m not sure if it’s going to be ugly, it would be ruining our overall signature. So we really felt the need to do something that would be pleasant
to the restaurant owners to display in their restaurants. – So how were the counties selected? As I mentioned before,
there is a potential when we get on the Main Street office involved for there to be a
Main Street reference given. And there has to a notable
Farm to Table restaurant, chef has to clearly have
strong farmer connections. There must be support from
the local tourism authority, and that might be a
county or a town manager as opposed to an actual TA. But we do have a minimum buy-in. We think that it’s very important that the counties do participate in this in here and invest in this project. And so we have a required
buy-in of 2,000 dollars from the county in order
to fund the project. – [Voiceover] Partially. – Oh yes, partially fund the project. That’s just OPC. Any questions? Yes, Debbie. – [Voiceover] My question
is about the agritourism training, so for example, you mentioned that you might originally
select 24 counties to do a video that would
feature one restaurant and one farm, right? – No, it can’t, well
the video may only focus on one farm, but the cross-marketing to other farms though the materials that are in menu and the webpage, there will be more than one farm. So any farmer that supplies
to that restaurant, may not be in the video, but if they have, if they want to offer
agritourism activities, they will be listed on the webpage. – [Voiceover] So that’s
what we saw when we listened to that Centro restaurant. – [Bruno] Yes. – Yes, exactly. – [Voiceover] But I
think the movies we saw were focused on only
one farm, though, Greg. – Right, – [Voiceover] So is that gonna
be the way you’re operating, or could there be videos
with multiple farms or attempt to use that? – I think the story really
to tell there’s only one restaurant and one farm, but I’m open to change the protocol. – [Voiceover] But is your vision for one video per restaurant. – Well, yeah. – [Voiceover] Or cast, I
mean, like you were saying you’re really gonna be
focusing one one restaurant and most likely, one farm per county. – In the video. – [Voiceover] Per grass. – In the video. – [Voiceover] But we have
multiple videos per county. – [Voiceover] Okay, but not
from the same restaurant. You might have multiple video
from different restaurants? – I don’t see why not, but for the moment, I think we have a well-rounded coverage. – Debbie. – [Voiceover] Who’s
buying in the restaurant. (talking in background) – They will have this in their restaurant. – [Voiceover] But it’s
costing them definitely. – Yeah, that’s true. – [Voiceover] Okay. – We’re leveraging their notoriety. Yes? – [Voiceover] Do you have a case study of where this is working already, or how’s where an agritourism office is already doing this
somewhere in the state that you could model? – Well with regards to Fork to Farmer? – [Voiceover] Here in. – Well the trucks are there in these farms and we’re trying now to understand what are the winning paths. Not yet, we don’t have
that hard data so far because we are only in
under the extension. – [Voiceover] Yes, not so much the data, but is there, I mean,
how do you come across agritourism, I mean
hardly, in regular tourism offices in counties that have already been raising their agritourism,
that’s the part. – You’re talking about visitor bureaus? – [Voiceover] Yep. – Yes, Wayne County, we
have a strong relationship. Actually, Jonathan Frisk,
the marketing director, is my personal friend,
and we are at listed under their signature
experiences on their website. You heard him talk in our videos. – [Voiceover] Yeah, yeah. – So he’s a great advocate of our work. – [Voiceover] Just an observation. In the counties where
the entrepreneur were very typical People-First
Tourism entrepreneur, micro entrepreneurs don’t
have a lot of experience or funding or they really
benefit from People-1 Tourism, or People-First Tourism. We don’t have farm to
table restaurants because it’s a poverty kind of county, so I wish we could participate. But I’m out of the fast
food world originally and right now, maybe we’ll
catch up with Raleigh or Randolph one day, but right now, it’s for times like mine have (murmuring). – Yeah, I mean a simple twist, and we should not consider
the high-end restaurant. – [Voiceover] Right. – It certainly stands
out, but it’s not every farm to plate. – [Voiceover] They happen to have that. So I understand in our
village it’s not the case, I wish it were. – All right, so now you
can see the Menora County. (humming) – [Voiceover] And this video
has been out for 10 days, and it has 15,00 views
now, Duarte just updated. – [Bruno] Yeah. Because it was shared on convenient hours in social media, so it
was like, something like 450 likes and 75 shares in two days. – [Voiceover] Will you be
addressing how you’re pushing out. (talking in background) – Okay, so that video came
out about 10 days ago, we’re pretty excited about it. There was an NC State tour yesterday in Kingston so a lot of people got to eat at Vivian’s restaurant,
and if you haven’t watched PBS 9:30 on Thursday
nights, it’s A Chef’s Life, it’s the name of Vivian’s show. We’re excited to leverage her notoriety to promote the farms. And it’ll be fun to see
changes in farm visits in People-First Tourism
because it’s totally online, e-commerce site, it’s able to track all of these things. And we should be able to
get good data off of it. And then we have people
like Bruno to follow up and make sure that that
gets put into publications and dissemination for
us to get back to you. So questions, we have a question back here and I already forgot it. Was is something with. – [Voiceover] Yeah, how are you– – Sorry, Clara. – [Voiceover] Was your
promotion internally and how are you using social media. – Yeah, so the question is how we’re using social media to promote this. That’s a great question. And we’re kind of just getting started. So People-First Tourism
has a pretty sophisticated social media kind of
program that they run. The chefs are also promoting this. I think that that’s
something we need to develop as we develop, this is kind of organic in the way it’s developing. And so you’re the first presentation besides the one yesterday in
Lenoir about what’s happening. So these questions really inform us about as we think through our systems of how to make sure there’s
some kind of intentional process that some will go to. It was on my Twitter feed,
the only thing that’s been on my Twitter feed. (laughing) But last week, the Lenoir video. So I think we just need
to be really intentional about it, what kind of social media outlets these are supposed
to go on and what are they’re supposed to do as we expand our networks. So it’s a great question. – [Voiceover] So I mean I think
that was a beautiful video, and I think it has value
just in and of itself regardless of whether anybody
pays to go to a Warren Brothers farm, so I guess I’m curious, is how, I mean I think any farmer would love to be a part of that kind of video. There’s gonna be various
farmers who could do it but so Warren, I mean,
how interested is he in having people pay their 40
dollars to come to his farm, or do you think they’re just doing it for kind of ad literacy or promotion and do you all only consider it a success if they really get visitors
booking tours to their farms. Do you understand my question? – Right. – [Bruno] Can I answer that? – Yes. – It’s a great question. And if you heard Vivian
Howard that when farmers get guests to their
farms, they get rewards of all manner of surprise
and of course on one level, is the utilitarian one, of course. But also pride and esteem, et cetera. And of course, everybody,
especially is about sharing what they’re good at in work. And so to the monetary side, he is like a farmer star,
because he’s a teacher currently in the show, in The Chef’s Life, so he would not bother to
have people for one hour, spending 40 dollars. He has a more sophisticated experience involving an overnight stay and breakfast he also eventually owns a B and B with a farm tour and is
charging 200 dollars. As we move your question, and now so, and also to explain that
it all would depends on what the expectations
are of the farmer, of those involved. – [Voiceover] But your
whole goal of your project is not just to produce
an educational video that may even on its own inspire people to start farming, your
whole goal, is the question, is to get people to that
farm, is that correct? So you don’t consider it an end in itself just to produce a really nice video that educates people about farming. – It could be. (laughing) – [Voiceover] I mean
it’s doing at least that. – I could be, it could be, but it’s not. We really want those
foodies go into the farm and spending their money with the owner. – But I think the Kingston video is a little bit unique because there’s so much notoriety there,
and you could see it really was, kinda as you say,
kinda about promotion of farming in general,
promotion of agritourism in general, so whether
it increases agritourism on that specific farm,
we’re not really sure. So I think that was slightly unique, and you could tell the difference between Johnston County and
the Wayne County videos from that video. It was longer, for one,
but I think the other ones are a little more focused specifically from that farm, and that’s really more the goal with them,
and now you can talk more about the Madison
County video if you want. But, oh, I’m sorry. (laughing) – Yeah, so coming out your, the one benefit I see
for in Madison County and probably others is
that it gives you a tool to validate the legitimacy
of some of the small farms. So in my county back it
was keen, and most of our decision makers only
see the back of farming as big farming, anything else is a play. So when I can share a video like this, two minutes over an email
to a county commissioner or whoever, and they see, wow, this farm that I thought was just this hobby farm is really a master cheese maker known around the world who sells in very high-end restaurants, farms do get market, and makes a lot of money. Wow, bells go off. So for me, it’s a PR thing
for what I do for a living, is recognized a little bit on the screen and it’s me not just telling. – Yeah, and Ross, that’s
a great example too, so through the genesis of this project that came out of People-First Tourism, so now we’re bringing it
completely into extension so it’s really to build on partnerships with our extension directors,
and Ross is a great example of being, thinking about, how does it work for extension,
and extension’s goals. More broadly than just tourism goals, or just the chef-farmer relationship, but how do we think, as a
community development person, that’s why we fund it,
so we’re thinking about agritourism or thinking
about infrastructure for all this work, we’re
thinking about support for economic development
or economic development community caring about what we do. So that’s kinda how we
think about it and a lot of the county directors
and others in this room think about it that way too. Okay, so we are slightly over time, we’ll pic the last question, Noah. – [Voiceover] So in the videos for me, we’re hearing from people
in counties that enables them to (murmuring). Now just wondering whether
there just can be a brand around this for North Carolina efforts that’s different from P1T? Just to, hopefully in two
years, you’re gonna have 24 more, so you have 30, 35 videos. And it would be really powerful to brand that on a site that focuses on tourism, and I guess the backside to that is, who are these visitors to your website in terms of new visitors,
and is there any information to date about how much that’s turning into revenue at hog farms? – As I said before, we
are at a very early stage so we don’t have, we have the data but we haven’t compiled. So so far, bookings have
been modest but increasingly. And we have, for example, Daniel Daton, he sells I think an average
of two to there experiences a month, it might not seem
much, but for a struggling entrepreneur, like he
has to keep ownership of the land, who has to pay insurance and et cetera, et cetera, it might make a difference in the long run. And I think that’s what
you’re really looking for. – [Voiceover] So gross sales through P1T. (talking in background) – No, no, no. The business side of People-First Tourism was created not even one year ago. So when I say we are in an early stage, we are really in embryonic. We are a startup, as they
used to call this nowadays. – [Voiceover] Startups need
data at the first month. – Exactly, and that’s what
you’re really going to get. – Thank you so much for your question, I know there’s more question. (squeaking) Dr. Duarte (murmuring),
and I’m sorry, my brain is pretty tired today. Let’s have this, just hold more. It rocked. – [Voiceover] This is Bruno. (laughing) – This is Bruno. I mean you can ask Bruno, any questions, but at four o’clock, we’re
gonna be back in here with doctor (mumbles), a
talk on agricultural policy, and then we’ll go to a
reception right after that, with lots of fun southern
food, so well adjourn to that. (applause) So thank you all so much. (applause)

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