A booth at the farmers\u27 market was set up in Bozeman, Montana during 2007 to promote Extension activities at Montana State University. This was a highly effective, low time-input and cost-effective method of promoting Extension activities to an audience that is often not aware of the resources available from Extension programs. It is recommended that other states use this as a model for promoting Extension programming in their communities

Burrows, Mary E

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The Journal of Extension Volume 46 Number 6 Article 18 12-1-2008 Using Local Farmer's Markets to Promote Extension Programming Mary E. Burrows Montana State University, mburrows@montana.edu This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 License. Recommended Citation Burrows, M. E. (2008). Using Local Farmer's Markets to Promote Extension Programming. The Journal of Extension, 46(6), Article 18. https://tigerprints.clemson.edu/joe/vol46/iss6/18 This Ideas at Work is brought to you for free and open access by the Conferences at TigerPrints. It has been accepted for inclusion in The Journal of Extension by an authorized editor of TigerPrints. For more information, please contact kokeefe@clemson.edu. 	 JOEHOME JOURNAL GUIDELINES ABOUT	JOE CONTACT NATIONAL	JOB	BANKCurrent	Issues Back	IssuesDecember	2008	//	Volume	46	//	Number	6	//	Ideas	at	Work	//	6IAW1Using	Local	Farmer's	Markets	to	Promote	ExtensionProgrammingAbstractA	booth	at	the	farmers'	market	was	set	up	in	Bozeman,	Montana	during	2007	to	promoteExtension	activities	at	Montana	State	University.	This	was	a	highly	effective,	low	time-input	andcost-effective	method	of	promoting	Extension	activities	to	an	audience	that	is	often	not	aware	ofthe	resources	available	from	Extension	programs.	It	is	recommended	that	other	states	use	thisas	a	model	for	promoting	Extension	programming	in	their	communities.	BackgroundAs	Extension	seeks	to	remain	relevant	in	the	21st	century	(Bull,	Cote,	Warner,	&	McKinnie,	2004)we	need	to	be	creative	in	how	we	make	the	public	aware	of	our	activities	and	the	impact	theymake	in	the	community.	Montana	has	seen	a	significant	increase	in	urban	population	since	1990,particularly	in	the	western	mountain	region	(Swanson,	2005).	The	focus	and	amount	of	time	countyagents	and	Extension	staff	spend	on	urban	issues	is	increasing.	In	addition,	as	resources	gettighter	and	government	demands	that	Extension	defend	its	continued	funding,	urban	populationscan	be	an	important	source	of	support	at	the	local,	regional,	state,	and	national	level	(McGrath,Conway,	&	Johnson,	2007).	Extension	specialists	need	new	venues	to	promote	their	programmingto	an	urban	audience.	One	way	we	can	reach	a	broad	audience	not	generally	exposed	to	Extensionactivities	is	through	our	local	farmers'	markets.MethodsIn	2007,	the	author	set	up	a	booth	each	Saturday	morning	at	the	farmers'	market	in	Bozeman,Montana.	The	author	or	a	representative	of	the	Schutter	Diagnostic	Laboratory	(the	Montana	StateUniversity	lab	for	plant,	disease,	and	weed	identification)	set	up	the	booth.	A	"special	guest"	wasinvited	whose	research	or	Extension	program	was	featured.	A	press	release	was	sent	to	the	localpapers	announcing	the	special	topic	and	encouraging	people	to	bring	diseased	plants,	insects,	orweeds	they	would	like	identified.Guests	were	asked	to	bring	publications	or	brochures	about	their	program	as	well	as	hands-on	orvisual	materials.	Example	topics	included	insect	identification,	soil	fertility,	weed	identification	andmanagement,	native	turfgrasses	for	the	lawn,	plants	for	the	home	landscape,	beekeeping,	plantdiseases,	and	a	local	television	show	supported	by	Extension,	Montana	Ag	Live.	In	addition	tomaterials	provided	by	the	guest	each	week,	Extension	publications	called	"MontGuides"	and	factsheets	covering	topics	of	interest	to	the	urban	community	were	displayed	and	available	for	peopleto	take	with	them.	We	also	kept	a	campus	telephone	book	on	hand	and	referred	questions	wecould	not	answer	to	the	appropriate	specialists.The	startup	costs	for	this	activity	were	minimal.	Booth	space	was	donated	by	the	farmers'	marketeach	week.	Equipment	purchased	included	a	tent,	a	table	and	chairs,	a	box	file	to	organizeExtension	publications,	and	several	plastic	holders	for	brochures	and	signs	indicating	the	topic	ofthe	day.	Extension	publications	(MontGuides)	and	some	promotional	items	such	as	pens	withExtension	logos	and	banners	for	the	booth	were	provided	free-of-charge	by	the	Montana	StateMary	E.	BurrowsAssistant	Professor	and	Extension	Plant	Pathology	SpecialistMontana	State	UniversityBozeman,	Montanamburrows@montana.eduUniversity	Extension	Service.ResultsThe	number	of	questions	varied	throughout	the	summer	(Figure	1).	The	lowest	number	ofquestions	was	received	on	July	21st,	most	likely	due	to	overall	low	attendance	at	the	farmers'market	that	day.	The	first	press	release	was	published	in	local	papers	prior	to	the	July	28thfarmers'	market,	and	the	number	of	questions	greatly	increased	on	that	day	and	during	thesubsequent	two	weeks	(Figure	1).	In	total,	we	counted	628	questions	and	distributed	hundreds	ofExtension	publications	and	fact	sheets.	Many	people	stopped	to	pick	up	publications	but	did	notask	any	questions.Figure	1Number	of	Questions	Asked	at	the	Montana	State	University	Extension	Promotional	Booth	DuringEach	Week	of	the	Farmers'	Market	in	Bozeman,	Montana	During	2007Some	of	the	most	common	questions	asked	during	2007	were	about	pests	of	concern	in	thecommunity.	These	were:	cottony	ash	psyllids,	how	to	control	ants,	diagnosis	and	control	of	fireblight	in	apples,	spruce	budworm	control,	and	weed	identification	and	control.	Another	frequentquestion	was:	"What	is	Extension?"	The	audience	was	diverse,	from	homeowners	who	wanted	tocontrol	weeds	on	their	property	without	using	herbicides	to	those	who	wanted	to	know	whatinsecticide	to	drench	their	harmless	ants	with.	It	provided	an	opportunity	to	promote	integratedpest	management	and	sustainability.Some	of	the	most	popular	Extension	publications	people	selected	were	horticultural,	including	howto	grow	tomatoes,	raspberries,	garlic,	and	spruce	trees	in	Montana.	Other	popular	topics	includedRichardson	ground	squirrel	control,	spider	identification,	control	of	knapweed,	and	a	list	of	soiltesting	agencies.By	far	the	most	popular	display	was	on	insects.	The	insect	display	was	particularly	well	likedamong	children,	whose	parents	took	the	opportunity	to	ask	questions.	Other	displays	includedplugs	of	native	turfgrasses	from	lawns,	bee	keeping	tools,	a	fertilizer	display,	trees	and	shrubs	thatdo	well	in	Montana,	and	samples	of	common	plant	diseases.Positive	Aspects	of	This	ActivityHighly	visible.Reached	an	audience	that	might	otherwise	not	be	aware	of	Extension	activities.Provided	a	friendly	and	convenient	location	to	get	the	public's	questions	answered,	especiallyplant	disease,	insect	and	weed	identification.Increased	public	awareness	of	the	Schutter	Diagnostic	Laboratory	as	a	free	service.A	good	opportunity	for	Extension	Specialists	to	interact	and	learn	more	about	each	other'sprograms.Questions	asked	that	helped	Extension	Specialists	to	identify	and	prioritize	needs	forpublications	and	press	releases.Popularity	with	market	coordinators,	who	recognized	that	the	booth	drew	people	to	thefarmers'	market	who	otherwise	may	not	have	come.Popularity	with	the	special	guests,	who	enjoyed	their	time	and	expressed	a	willingness	to	do	itagain	next	year.Improvements	of	the	Booth	for	2008A	greater	diversity	of	topics	covered	by	guests,	including	community	development,	foodstamp	and	farmers'	market	program,	nutrition,	and	food	safety.Inclusion	of	graduate	students	as	guests,	giving	them	an	Extension	experience.More	colorful,	interactive	displays	to	draw	people	into	the	booth.A	digital	microscope	and	laptop	to	look	at	samples.A	"pest	of	the	week"	and	"tip	of	the	week"	dry-erase	board	with	seasonally	relevant	orinvasive	pests	and	landscape	tips.ConclusionThis	booth	was	used	as	an	example	of	a	high-profile,	low-input	Extension	activity	in	variouspresentations	by	the	author,	including	the	American	Phytopathological	Society	meetings	in	SanDiego,	California	(Burrows	&	Lanier,	2007).	At	least	nine	other	states	have	Master	Gardeners	whoset	up	booths	to	answer	gardening	questions	at	farmers'	markets	(Iowa,	Illinois,	Kentucky,Maryland,	Missouri,	New	York,	Tennessee,	Washington,	and	Wisconsin)	based	on	a	survey	ofdiagnostic	clinics.	However,	no	other	state	uses	a	farmers'	market	booth	to	promote	Extensionprograms	to	the	author's	knowledge.The	impact	of	this	activity	is	difficult	to	quantify,	but	a	great	number	of	visitors	to	the	boothexpressed	their	thanks	for	the	information	they	received,	and	many	people	visited	the	boothseveral	times.	Together	these	indicate	the	community	goodwill	engendered	by	our	efforts	and	theusefulness	of	the	information	visitors	obtained.ReferencesBull,	N.	H.,	Cote,	L.	S.,	Warner,	P.	D.,	&	Mckinnie,	M.	R.	(2004).	Is	Extension	relevant	for	the	21stcentury?	Journal	of	Extension	[On-line],	42(6).	Available	at:http://www.joe.org/joe/2004december/comm2.shtmlBurrows,	M.	E.,	&	Lanier,	W.	(2007).	Where	the	rubber	meets	the	road:	Timely	information	deliveryto	farmers	with	and	without	the	internet.	Phytopathology.	97:	S15.Mcgrath,	D.	M.,	Conway,	F.	D.	L.,	&	Johnson,	S.	(2007).	The	Extension	hedgehog.	Journal	ofExtension	[On-line],	45(2)	Article	2FEA1.	Available	at:	http://www.joe.org/joe/2007april/a1.shtmlSwanson,	L.	(2005).	Many	Montanas.	in:	Montana's	agenda:	Issues	shaping	our	state.	L.	Lopach,	C.Van	Valkenburg,	J.	Luckowski,	R.	Frazier	and	L.	Swanson,	eds.	Retrieved	December	14,	2007	from:http://www.umt.edu/urelations/Agenda/Winter2004-05.pdfCopyright	©	by	Extension	Journal,	Inc.	ISSN	1077-5315.	Articles	appearing	in	the	Journal	become	the	property	of	theJournal.	 Single	 copies	 of	 articles	may	 be	 reproduced	 in	 electronic	 or	 print	 form	 for	 use	 in	 educational	 or	 trainingactivities.	Inclusion	of	articles	in	other	publications,	electronic	sources,	or	systematic	large-scale	distribution	may	bedone	only	with	prior	electronic	or	written	permission	of	the	Journal	Editorial	Office,	joe-ed@joe.org.If	you	have	difficulties	viewing	or	printing	this	page,	please	contact	JOE	Technical	Support©	Copyright	by	Extension	Journal,	Inc.	ISSN	1077-5315.	Copyright	Policy

Using Local Farmer\u27s Markets to Promote Extension Programming

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Using Local Farmer\u27s Markets to Promote Extension Programming

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