Growing Community in Northeast Connecticut One Farm at a Time
Grown Connected is much more than a marketing effort. Launched in 2021 by UConn College of Agriculture, Health, and Natural Resources (CAHNR)’s Extension Program in Tolland, the concept is a brand, a buzz, a blog, and a guide that reaches thousands of northeastern Connecticut residents. Most importantly, Grown Connected nurtures community among farmers and the people who support them.
The concept seems simple: there’s an annual print summer guide plus a digital version at www.grownconnected.org. According to Communications Coordinator Becca Toms, the 5,000 free copies delivered to small businesses, libraries, town halls, and farmer’s markets disappear fast. The 2023 edition is 47 pages listing over 130 farms alphabetically by town. Content includes owners, contact info, location, products, hours and how to visit or shop. Attractive and colorful, the guide uses a cute graphical product key and features farmer photos and an artsy stylized map. The website offers beautiful photography, events, and a Farm Stories blog. Frequent social media posts and an email newsletter keep followers up to date.
The complexity and magic of Grown Connected comes from the meeting of farmer and shopper and the budding (and hopefully lasting) relationships among neighbors. “Folks across NECT already 'get it',” says UConn’s Extension Program Manager Jiff Martin.
“They love where we live, and they appreciate the farms around us. We are just helping connect the dots so residents can convert their support for farms into real purchases of fresh and flavorful products grown in our communities.” Grown Connected was created after research proved that northeast CT has an abundance of farms that sell direct to consumers, but residents were not consistently purchasing food from them. Spurred by her background in promoting local food, assisting farmers, and deep ties to area communities, Jiff aimed to change that.
The UConn Extension program gathered eastern Connecticut community leaders and local farmers on a Farm Advisory Team to “help residents reconsider [their] shopping habits.” Jiff got a USDA grant to fund marketing, partnered with a design company for brand development, and Grown Connected was born.
The website states: “The phrase and logo signal that farms are part of our community, and we can grow and thrive through our connections to each other. Our community grows resilient whenever we stop by a farmers' market or farm stand to check in on our farmer friends while we pick up ingredients for meals at home. The conversations we enjoy and the quality of food we purchase make every meal a little richer.” The brand and logo were designed to be fun, fresh, and easy to spot.
Becca Toms is a proud “in-the-dirt farmer” who often found herself managing operations and communications on farms where she worked. Her skills, experience and friendly, compassionate personality make the Grown Connected concept work. “We know if people have relationships, they’re more likely to be consistent customers,” she says. A farm’s best income is a direct purchase, but even if they have a farm stand, most farmers don’t have time to market themselves and it’s usually not their passion. “Grown Connected aims to uplift the farm community, make it more visible, so it’s easier and convenient for people to purchase local food,” she says. “It creates potential for relationship building.”
From left: Horse under a rainbow at Stone Hill Farm; Pumpkins at Horse Listener Farm
From left: Molly Miller at Full Moon Farm; Apple tree at Horse Listener Farm
“All farmers have a story,” says Becca, and she loves telling them in the monthly Farm Stories blog/newsletter. “These are passionate people. They don’t go into it to make money--it’s like a public service whose efforts go unseen.” This is certainly true of Jennie Kapszukiewicz owner/operator of Stone Hill Farm (www.stonehillfarmct.com) in Plainfield. She and her husband Dan built a successful 35-head beef cattle farm from scratch while working full-time off-farm jobs and raising three children. Today, Dan still works as an engineer and Jennie recently shifted from a 20-year career in special education to work for American Farmland Trust, helping teach farmers regenerative techniques for sustainable farming that they practice at Stone Hill Farm. Talking to Jennie, it’s clear farming to her is as much about community and education as raising and providing healthy food. “Grown Connected is a gift. I use it as a tool for people to be connected to other farms. We are not competitors. Even if a consumer doesn’t buy from me or return to my farm, I give the guide to them and tell them about the program. It’s my job to share the information and help promote other farms in the region.” Jennie knows the guide is a lifeline for farms with no marketing budget and that consumers all need something different.
Molly Miller is a second-generation farmer at Full Moon Farm in Hampton (www.fullmoonfarmct.com/). They emphasize produce but also sell pastured pork, grass-fed beef, and free-range eggs. Molly grew up on the farm and now at 26 is Retail Manager and “leaning into” a field manager role. Her parents Rob Miller and Ann Withey have run the farm since 1989, but in 2020 Full Moon Farm transitioned from selling at farmer’s markets to an on-site farm store. “It’s been great to have Grown Connected to help customers translate that move,” says Molly. “Without the draw or spectacle of farmer’s markets, having GC on Instagram and Facebook platforms has been really helpful on a tight budget. I can easily share content and don’t have to create or pay for promotions.” Molly also loves that Becca often checks in on them for updates. She saw a definite uptick in online and in-person traffic after Becca shared Full Moon Farm’s story in the Farm Stories blog. “Becca is so knowledgeable and cares so deeply,” says Molly. “Having her on our side is comforting. I know she’s someone I can trust to put good info out to consumers about our farm.”
Angela Young runs the store and manages communications for Woodstock Creamery at Valleyside Farm (woodstockcreamery.com), an 11th generation family dairy farm in Woodstock, CT, that opened a retail shop five years ago. “We’re fairly new as far as the creamery goes, but some folks in town may not realize we’re here,” she says. As part of the Cabot collective, the farm has sold milk for many years, but now they produce and sell their own line of milk and dairy products, including 80 flavors of Icelandic-style skyr plus soft cheeses, dips, and their own beef, pork, and lamb. “Grown Connected has provided another way to reach our community,” Angela says. “Our customers comment they really enjoy looking through it and many have found us because we were listed in it.” She says before the guide they used social media but can now share with a much larger audience. “It’s crazy to see how many farms there are in such a small region and we’re all doing different things. People can see all these farms are within five miles of each other. They’ll stop at one for veggies and another for apples to make a morning of it. We see that a lot,” says Angela. She likes that her employees can hand the guide out to shoppers and not have to remember all the farms.
Woodstock Creamery is “filled to the brim” with products from fellow farmers and crafters. “Supporting local is important to us as a business and community member,” says Angela. “It’s essential we help each other. We have good relationships with other farms and sell their products.” This includes We-Lik-It and Ekonk Hill ice cream, Ekonk Hill’s turkey products, Blackmer Farm chicken, and more.
“Farmers are such generous people in labor, time, effort,” Becca exclaims. “How do we reward and appreciate them? How do we make sure they stick around?” She suggests one of the best ways to utilize Grown Connected is to keep the guide in your car. “You can see what’s in the area if you’re driving around and you don’t have to fiddle around with your phone. I love the paper version for that reason.”
The print Summer Farm Fresh Food Guide features farms that produce fresh food (meat/livestock, produce, dairy) and sell direct to consumer. A fall update is available on-line. The Winter Gift Guide includes special meals, meat, canned/preserved goods, and added-value items, such as fibers, loofah, sheep horn décor, and other creative products.
