23-UK SCBG Community Supported Agriculture CSA - Grant Period 2023-2026

Peer Promotion of Community Supported Agriculture in Employer CSA Programs Abstract The University of Kentucky (UK) Department of Ag Economics will work with the University’s Health and Wellness program to develop Community Supported Agriculture (CSA) peer promotion groups. CSA has become a popular direct marketing channel for diversified produce farmers. This increased consumer interest is partly the result of employer-funded CSA voucher programs. For instance, UK offers over 1000 vouchers to cover a portion of a CSA subscription and has increased knowledge of and participation in CSA across Central KY. However, not all of these vouchers are being redeemed. The purpose of this project is to improve consumer participation in CSA by harnessing the power of peer-to-peer marketing. In other studies, we see that first-time CSA shareholders are often introduced to the CSA model by friends, family, or coworkers. We will establish peer promotion groups (PPGs) made up of enthusiastic CSA shareholders who will directly engage with their peers through consumer education programs. PPGs will participate in an enhanced CSA experience that involves farm visits, food preparation demos, and other activities. They will then help UK design experiences for their peers that are engaging and help demystify the CSA concept. During and after participation in the PPG, individuals will promote the CSA concept to their peers through social media, presentations, and the distribution of promotional material. We will use these experiences to develop publications and resources for producers and employers to develop their own PPG programs and CSA shareholder engagement activities. These activities will improve participation in the CSA voucher program more broadly.