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Greenmarket GrowNYC
Technical assistance in the area of recordkeeping and financial preparedness leads to an exciting marketing outcome as a result of this project. Hector Tejada, an immigrant producer from Ulster County, NY worked with FARMroots staff to develop recordkeeping systems to meet his goal of securing a loan and eventually farmland. Through this assistance, staff learned of a new crop at his operation, Conuco Farm. Mr. Tejada started growing moringa, a leafy green he discovered while traveling in his native country of the Dominican Republic. The crop has many uses and is of growing interest due to its health properties but had never been offered fresh in the New York City marketplace. FARMroots Communications Associate Maria Rojas provided direct marketing assistance to Mr. Tejada. He was in need of visual aids to explain the use and flavor of the crop. Staff translated outreach items in English and Spanish. Using these marketing materials, promotion of the farm was pitched to WNYC, one of the largest public radio stations in the country. Beginning Farmer Coordinator Chris Wayne appeared on air to promote GrowNYC programs and moringa, the new crop in market. The story ran during prime listening hours and was posted on the home page of WNYC. This coverage increased traffic to the FARMroots webpage and email newsletter subscriptions. Unique ethnic crops are important drivers for farmers’ market customers. This promotion has increased sales for the farmer and has encouraged him to maintain records on the impact of sales.
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