Feb 10, 2009

The Light Turns Green

If everything has gone right, we should be about two weeks into a new administration in Washington and seeing signs of things to come. The key question is, progress or discord?

I feel optimistic when I see all the positive changes that could be made. But at the same time, I’m pessimistic because needs that have been evident for quite some time have been blocked, postponed or denied.

In the short term, fixing the economy is such a priority it overshadows everything, and both parties agree to that. While we all hope the American economic engine can be fixed, and seem willing to pay the dollars to fix it, there is as yet no commitment to fix things equally broken – and a 53/47 split in the national vote is surely not evidence of a mandate for change.

I think Tom Friedman, who wrote the insightful book “The World Is Flat,” is right on. His newest book, “Hot, Flat and Crowded,” describes a course of action that, if the country adopted it, would be a wonderful plan for the future. He writes that America can prosper by “going green.” I am also optimistic because I think our new president, Barack Obama, has probably read it.

While agricultural policy was virtually unmentioned during the last election campaign, the notion of freeing America from the bonds of imported oil by doing “green things” certainly looks good for farmers. While turning corn into ethanol was a marginal choice at best, American farmers own most of the land and could be the managers for production of energy, not only in conventional crops but in capturing sun energy in other ways like wind and solar panels, plants grown for biomass and energy captures from the waste stream.

Right now, however, farmers are thinking ahead to spring. I was a speaker early this year at the Wisconsin Fresh Fruit and Vegetable Conference, where I talked about the economy and what it might mean for farm marketing this year. One farm market owner asked, “Where should I set my prices this year? Should I raise them?”

Signs point in the direction of rising consumer concern over how they spend money. Unemployment is rising fast, and the more well-to-do patrons of farm and farmers’ markets have lost a ton of wealth in home equity and retirement savings.

The big apple crop from Washington is showing up in the supermarkets, with prices of tray apples down to $1 a pound in my store. They were cheaper than apples in 3-pound bags produced locally here in Michigan. Lots of experts are seeing consumer resistance to buying things they once paid a premium for, including organic produce but probably other things as well.

My answer to the farm marketer’s question was, “I think we’ll know by spring.” When the asparagus arrives and strawberries are blooming, we’ll have a much better feel for what price should go on the package.

On another green note, direct farm marketers provide green spots in the countryside, and they were magnets last year for people seeking a pleasant local destination at a modest cost in gas. I see no reason that should not continue.

It has amazed me that farm markets are no longer seen as a good place to get a good price on produce, as they once were. The emphasis has turned to “quality” and “freshness,” and people often pay higher-than-retail prices to get stuff they think is better.

A challenge for farm markets could be to find ways to serve a broader range of customers to attract more of the working stiffs and those fearful of losing their jobs. Those folks shop at Wal-Mart.

Your patch of green has the capacity to be green in many ways.

It might not be time yet to install solar panels on the roof, but I can imagine that someday you’ll be charging for parking. Your customers will want to refuel their electric cars while they shop at the convenience store of the future.