Notice of Request for a New Collection of Three Additional Marketing Channels for Local Food, 2813-2814 [2014-00767]

Agencies

• Agricultural Marketing Service
• DEPARTMENT OF AGRICULTURE

[Federal Register Volume 79, Number 11 (Thursday, January 16, 2014)]
[Notices]
[Pages 2813-2814]
From the Federal Register Online via the Government Printing Office [www.gpo.gov]
[FR Doc No: 2014-00767]


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DEPARTMENT OF AGRICULTURE

Agricultural Marketing Service

[Doc. No. AMS-TM-13-0092]


Notice of Request for a New Collection of Three Additional 
Marketing Channels for Local Food

AGENCY: Agricultural Marketing Service, USDA.

ACTION: Notice, new collection.

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SUMMARY: In accordance with the Paperwork Reduction Act of 1995, this 
notice announces the Agricultural Marketing Service's (AMS) intention 
to request approval of a new collection, titled: Local Food Directories 
and Survey, from the Office of Management and Budget (OMB). Upon 
approval, we request that this collection be merged into OMB 0581-0169, 
National Farmers Market Directory and Survey with Modules, which was 
approved April 19, 2013.

DATES: Comments on this document must be received by March 17, 2014 to 
be assured of consideration.

ADDRESSES: You may submit written, faxed, or internet comments to:
     Edward Ragland, Marketing Services Division, 
Transportation and Marketing Programs, Agricultural Marketing Service, 
U.S. Department of Agriculture, 1400 Independence Ave. SW., Room 4523 
South Building, Ag Stop 0269, Washington, DC 20250-0269.
     Internet: www.regulations.gov.
     Fax: (202) 690-0031.
    All written comments should be identified with the document number 
AMS-TM-13-0092. All comments received will be available for public 
inspection during regular business hours at the same address. It is our 
intention to have all comments whether

[[Page 2814]]

submitted by mail or internet available for viewing on the 
Regulations.gov (www.regulations.gov) Internet site. Comments submitted 
will also be available for public inspection in person at USDA-AMS, 
Transportation and Marketing Programs, Marketing Services Division, 
Room 4523-South Building, 1400 Independence Ave. SW., Washington, DC, 
from 9 a.m. to 12 noon and from 1 p.m. to 4 p.m., Monday through 
Friday, (except official Federal holidays). Persons wanting to visit 
the USDA South Building to view comments received are requested to make 
an appointment in advance by calling (202) 720-8317.

SUPPLEMENTARY INFORMATION: 

Direct Marketing

    Title: Local Food Directories and Survey.
    OMB Number: 0581-New.
    Expiration Date of Approval: Three years from approval.
    Type of Request: New collection for three additional marketing 
channels for local food.
    Abstract: Under the Agricultural Marketing Act of 1946, as amended 
(7 U.S.C. 1621 et seq.), AMS is responsible for conducting research to 
enhance market access for small-and medium sized farmers. The role of 
the Marketing Services Division (MSD) of AMS is to facilitate 
distribution of U.S. agricultural products. The division identifies 
marketing opportunities, provides analysis to help take advantage of 
those opportunities and develops and evaluates solutions including 
improving farmers markets and other direct-to consumer marketing 
activities.
    On-farm markets, community supported agriculture (CSAs) as well as 
food hubs comprise an integral part of the urban/farm linkage and have 
continued to rise in popularity, mostly due to the growing consumer 
interest in obtaining fresh products directly from the farm. The use of 
these marketing channels has enabled farmers to receive a larger share 
of consumer's food dollar. On-farm markets, community supported 
agriculture (CSAs) and food hubs allow consumers to have access to 
locally grown, farm fresh produce, enables farmers the opportunity to 
develop a personal relationship with their customers, and cultivate 
consumer loyalty with the farmers. They are also providing greater 
access to fresh locally grown fruits and vegetables, as well as playing 
increasing role in encouraging healthier eating.
    An on-farm market is an area of a facility affiliated with a farm 
where transactions between a farm market operator and customers take 
place. An on-farm market may operate seasonally or year-round. On-farm 
markets are an important component of direct marketing, adding value by 
offering customers a visit to the farm and the opportunity to purchase 
products from the people who grew them.
    CSA is a another type of food-production and direct marketing 
relationship between a farmer or farmers and a group consumers who 
purchase ``shares'' of the season's harvest in advance of the growing 
season. The up-front working capital generated by selling shares 
reduces the financial risk to the farmer(s). Generally farmers receive 
better prices for their crops and, reduced marketing costs. Consumers 
benefit by receiving weekly delivery of fresh locally-grown fruits, 
vegetables, meats, eggs and other produce. They also benefit from the 
ability to collectively support the sustainability of local farmers.
    Food hub is a business or organization that actively manages the 
aggregation, distribution, and marketing of source-identified food 
products primarily from local and regional producers to strengthen 
their ability to satisfy wholesale, retail, and institutional demand. 
This marketing channel also allows farm operators to capture a larger 
share of consumers' food dollar.
    This information will be used to build three web-based directories 
and describe the characteristics of on-farm markets, CSAs, and food 
hubs and to identify trends in their communities.
    Topic areas in the survey:
--Characteristics and history of on-farm markets, CSAs and food hubs,
--types of products sold, including fresh, locally-grown produce,
--location of the markets,
--special events,
--marketing methods,
--participation in federal programs designed to increase consumption of 
fresh fruits, and vegetables.
    Estimate of Burden: Public reporting burden for this collection of 
information is estimated to average 0.167 hours per response.
    Respondents: Farm operators that operate on-farm stores, operators 
of Community Supported Agriculture, (CSA's), farm operations, and 
operators of food hubs.
    Estimated Number of Respondents: 56,750.
    Estimated Total Annual Responses: 2,125.
    Estimated Number of Responses per Respondent: .037.
    Estimated Total Annual Burden on Respondents: 355 hours.
    Comments are invited on: (1) Whether the proposed collection of 
information is necessary for the proper performance of the functions of 
the agency, including whether the information will have practical 
utility; (2) the accuracy of the agency's estimate of the burden of the 
proposed collection of information including the validity of the 
methodology and assumptions used; (3) ways to enhance the quality, 
utility, and clarity of the information to be collected; and (4) ways 
to minimize the burden of the collection of information on those who 
are to respond, including the use of appropriate automated, electronic, 
mechanical, or other technological collection techniques or other forms 
of information technology.
    The information collected is used only by authorized employees of 
the USDA, AMS.
    All responses to this notice will be summarized and included in the 
request for OMB approval. All comments will become a matter of public 
record.

    Dated: January 10, 2014.
Rex A. Barnes,
Associate Administrator, Agricultural Marketing Service.
[FR Doc. 2014-00767 Filed 1-15-14; 8:45 am]
BILLING CODE 3410-02-P