“The model doesn’t work! Urban farming is a great idea, but the numbers just don’t make sense.” I’ve said that. I said that a lot actually, and every time I’ve ever said it, it made me think a little bit deeper about how it has to work, somehow urban farming has to work.

In 2010, Northeast Ohio spent around $15 billion on food,  about 5% of that spending is credited to farmers and food producers within the region.

Do the math and you’ll learn that over $14 billion are spent to import food to a place where unemployment and vacant land numbers consistently climb like donkey kong. All of this imported food travels between 15-25 thousand miles to reach us, burning up fossil fuels every inch of the way. When It’s all said and done, about 27% of every dollar spent on imported food goes to the farmer or producer, the rest is lost in marketing and distribution expenses.

These are the numbers that make sustainability entrepreneurs excited for urban farming. The market is humongous, and there may even be margin to compete with comparable pricing.

So why am I such a doubting Thomas when it comes to implementing urban farms? Because urban farmers are up against industrialized acreage of automated irrigation and crop collection systems, which are able to produce cheap and provide bulk goods to distributers! They’re up against the consumer marketing engines, which dominate purchasing mindset and manufacture foods that are quick and convenient for modern american lifestyles. This is a beast of an opponent. There’s no doubt that this beast is one worth fighting, but you can’t run at it head on and expect to  keep your limbs in tact.

I discussed this problem at length with Carlton Jackson, owner of Tunnel Vision Hoops – local hoop greenhouse manufacturer – and shared a concept I had put together to create a new revenue stream for urban farmers to compete with industrialized farming and food manufacturing.

ART + ENVIRONMENTAL + ADVERTISING

The idea is Garden Marke, a free standing structure which displays public artwork, funded by institutions who support environmental sustainability.

Ideally companies who purchase billboard space to communicate their brand visually on the city streets would consider Garden Markes an alternative to the traditional advertising medium. Depending on the location, a Garden Marke could generate more than $100,000 a year in ad revenues, per location, which would support the economic feasibility of installing and maintaining food production space in a centralized city environment.

Public art is a centuries old marketing and PR initiative that brings community good will to an organization by beautifying the city in exchange for sponsorship or naming rights. In the case of the Garden Marke, the public artwork would not only be beautifying the city, but also support local entrepreneurs in their quest to create a more sustainable planet.

This is how you change the game. In combination with innovations  for affordable green housing and irrigation the Garden Marke could be a key piece of the puzzle to re-localize the food economy.

This story is far from over, and I encourage you to contact me for more information.