Community Involved in Sustaining Agriculture

Community Involved in Sustaining Agriculture (CISA) is a non-profit organization that is dedicated to sustaining agriculture in western Massachusetts and promoting the products of small farms. CISA works toward community development by fostering a long-term, symbiotic relationship between small-scale farmers and neighboring consumers. CISA offers programs, special events, marketing products and workshops; all of which enhance the economic development of the region. Since 1999, market research indicates that by increasing farm profitability and by making local farm products readily available, CISA's programs and services have been very effective at enhancing the local economy and influencing consumer buying habits.

FoodRoutes Network (FRN) was privileged to partner with CISA in the development phase of the "Be a Local Hero, Buy Locally Grown" campaign. This highly successful (CISA) program was launched in Western Massachusetts on June 24th, 1999 and has been growing ever since. In the first year alone, over half of area consumers responding to a survey had heard about the "Be a Local Hero" campaign. Most importantly, over 60% of those consumers had changed their buying habits as a result of the information. Strengthening the ties between farmers and consumers is only one facet of this campaign; CISA has also begun an initiative to include area restaurants serving locally grown food in this effort.

"Buy Locally Grown" Marketing and Public Education Campaign
In 1999 CISA launched a multi-faceted marketing campaign to convince consumers that locally grown food is fresher and tastes better. The message is carried in newspapers, on the radio, on point-of-purchase materials, bumper stickers, bus board advertisements and at special events. These marketing efforts have created a rise in demand for local food products at supermarkets, farm stands and restaurants. In the countryside, CISA has offered training workshops for farmers to help them gain access to new markets and increase their profitability. 74 farmers are now participating in the campaign; along with 8 farmers' markets, 12 restaurants and 37 grocery stores.

Small-scale farmers have reported an increase in sales, greater profitability and market share due to CISA's programs. Restaurant owners have reported an increase in the use of local meat, fruit and produce. As a result of this success, Western Massachusetts cities and towns are seeing economic development benefits - increased tax base, open land in good and sustainable use and the retention of the small farm and the small business within the greater community.

As a result of CISA's innovative combination of alternative and conventional marketing approaches, their Local Hero program is expanding to include additional counties in Massachusetts. Their success has also inspired community-based food and farm organizations nationwide to launch similar initiatives. FRN is currently working with CISA and a network of these organizations to develop "buy local" campaigns in communities across the country and to share lessons learned. To learn more about CISA's programs click here [PDF 967K].