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TO: Mayor Thomas J. Weisner
FROM: John Russell, grant writer
DATE: April 13, 2016
SUBJECT:
The U.S. Department of Agriculture has awarded the City of Aurora Farmers Market a grant of $99,965, to be expended by Sept. 29, 2017, for the federal Farmers Market Promotion Program. Aurora's Farmers Market, under the direction of the Special Events Division of the City Community Services Department, is seeking City Council approval to accept the grant award.
PURPOSE:
The purpose of the USDA Farmers Market Promotion Program is to support the development and expansion of farmers markets in order to increase consumption of and access to locally and regionally produced agricultural products. Aurora's Farmers Market, the oldest Market in the State of Illinois, has seen tremendous growth in the number of vendors and Market customers over the past three years. However, the growth in customers has not been seen from all segments of the community. Funding from the Farmers Market Promotion Program will be used to increase outreach, and thus Market participation, from the City's lower-income and minority populations.
BACKGROUND:
Health reports on the local, state and national levels all show that lower-income and minority residents are more likely to be overweight or obese, and to suffer from such chronic diseases as diabetes, in large part because of poor eating habits. The outreach efforts by Aurora's Farmers Market, assisted by this federal funding, will inform residents about nutrition and healthy diets, the availability of fresh fruits and vegetables at the Market, and the importance of eating healthy meals and snacks year-round. The number of visitors to the Market topped 80,000 last year, yet the number of Hispanic families taking advantage of the fresh produce available at the Market was low. Although about 43% of Aurora's residents are Hispanic, less than 5% of visitors to the Market were Hispanic. Aurora's Farmers Market was one of just six programs around Illinois to receive the USDA grant, and Aurora's Market received the highest grant amount of any program in the State. There is no local funding match required.
DISCUSSION:
The USDA Farmers Market Promotion Program grant to Aurora's Farmers Market will be used to: hire a contractor to create a new promotional campaign specifically targeting low-income, minority neighborhoods, and develop an "Eat Local" campaign; hire a contractor to develop a new Market website, Market branding campaign, and to develop online videos to explain how to use SNAP (food stamp) benefits. The Revenue Account for the grant program is 101-1341-331.11-99. The Expense Account is 101-1341-450.53-09.
IMPACT STATEMENT:
By increasing awareness of the Market, and providing cooking demonstrations and food sampling involving traditional ethnic recipes, the Market will offer a chance at more nutritional eating and a healthier lifestyle for all Aurora residents, including our large minority population. The Market will work with local vendors well-known to the Special Events Division to expand its outreach efforts. About 13% of the USDA grant award is allocated for salary/benefits for the Market Manager.
RECOMMENDATIONS:
I request City Council approval to accept the $99,965 grant from the USDA Farmers Market Promotion Program for outreach efforts of Aurora's Farmers Market.
cc: Alderman O’Connor, Chairman
Alderman Mervine
Alderman Bohman
Alderman Mesiacos, Alternate
CITY OF AURORA, ILLINOIS
RESOLUTION NO. _________
DATE OF PASSAGE ________________
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A Resolution authorizing the City of Aurora to accept a $99,965 grant from the U.S. Department of Agriculture Farmers Market Promotion Program, to assist Aurora's Farmers Market.
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WHEREAS, the City of Aurora has a population of more than 25,000 persons and is, therefore, a home rule unit under subsection (a) of Section 6 of Article VII of the Illinois Constitution of 1970; and
WHEREAS, subject to said Section, a home rule unit may exercise any power and perform any function pertaining to its government and affairs for the protection of the public health, safety, morals, and welfare; and
WHEREAS, the USDA Farmers Market Promotion Program grant award will allow Aurora's Farmers Market to increase its efforts to inform residents about the benefits of eating healthier, and the importance of including fresh fruits and vegetables available at the Market in their regular diets; and enable the Market to hire a contractor to create a new promotional campaign specifically targeting low-income, minority neighborhoods, and develop an "Eat Local" campaign; and enable the Market to hire a contractor to develop a new Market website, Market branding campaign, and to develop online videos to explain how to use SNAP (food stamp) benefits; and
WHEREAS, many of these outreach efforts will be aimed toward the City's minority and low-income residents, who often are unaware of the nutritional and health values afforded through eating fresh produce, and thus are more prone than the general population to suffer from obesity and such chronic illnesses as diabetes, and
WHEREAS, the efforts of Aurora's Farmers Market can have a direct, positive effect on the health of so many community residents; and the grant includes funding for salary and benefits for the Market Manager, as well as for these outreach efforts. The Revenue Account for this program is 101-1341-331.11-99 and the Expense Account is 101-1341-450.53-09.)
NOW, THEREFORE, BE IT RESOLVED by the City Council of the City of Aurora, Illinois, as follows: that the City will accept a grant of $99,965 from the U.S. Department of Agriculture Farmers Market Promotion Program, to assist Aurora's Farmers Market in its outreach efforts to the community.