Local food project

Business Plan Complementary Report

Consultant
Ramiro Bastos, Student Sheffield Hallam University

Local food project

Client
Sheffield Wildlife Trust 37 Stafford rd Sheffield S2 2SF Tel 0114 263 4335

Contact
Andy Wilmore, Environmental Regeneration Manager and Nigel West, Food and Health
Manager

Introduction
Sheffield Wildlife Trust is the citys largest environmental charity, working to promote conservation,
protection and improvement of the physical and natural environment of Sheffield. Targeted work to
protect vulnerable habitats and species is happening alongside initiatives to boost the general
wildlife value of parks and green spaces across Sheffield.
It was set up in 1985, and through the years the trust has been growing to develop activities in vast
areas:

Nature Reserves, managing several sites within Sheffield area, some of them with a SSSI
designation.
Urban Regeneration, focused in the creation of parks and open spaces and action as a link
between developers and communities.
Food initiatives, as the Food in Sheffield (5 A DAY) programme, promoting healthy eating in
Sheffield by working with local communities, community organisations, schools and the
retail and industry sectors.
Landscape, giving an extensive understanding of sustainable improvements to urban green
spaces: from large-scale recreation grounds, to local community gardens, from housing
development landscapes to the innovative use of the environment for children's play.
Recycling campaigns
Surveying, planning & policy making, collaborating in the Local Biodiversity Action Planning,
Park Users Forum, Sheffield First for Environment and other major plans for the city.
Education and training, working across Sheffield, Rotherham and Barnsley to engage
children and young people in environmental education and outdoor activities.

The Sheffield Wildlife Trust Local Food programme aims to create a space of managing land
sustainably for growing food locally based in Norfolk Park Estate, Sheffield. This project aims to
reinforce the Trusts work in supporting healthy eating and community regeneration, and will help
communities to improve health and well-being through access to high quality, locally grown food.
Other aspects of the project are the development of partnerships with local organisations, the
promotion of exercise in an open space site, the training of participants in a better understanding of
the natural cycles towards a sustainable management of land and a work plan with a view to
sustainability beyond initial grant funding.

Local food project

SWT will apply for a grant to the Local Food Programme from the Big Lottery Fund. Part of the
requirement of this application is a contribution to the Business Plan and a broad schedule of draft
work plan for the site.

Objectives

To research examples of similar projects existing around the country.

To carry out a wide market study base on potential costumers-users,
competitors, local markets, local networks, diversification alternatives.
Determine and contact potential Local Partners.
To research alternatives to the site and perform a SWOT of the aims and objectives of the
different components of project.
To design a broad schedule of draft work plan as a preliminary step of a management plan
for the site.

1.
Education/Training
Urban farming
Food andHealthy eating

6. Urban Farming
research

2. Health and
Wellbeing

Techniques and varieties

adapted to Sheffield
University /Colllege
involvement

Phisical
Mental

Product
/Service
Description
3. High Quality Veg
5. Seed Bank

Facilitate skils and

knowledge
Promote the site and the
park with innovative
approaches.

Conservation
Traditional varieties

4. Advice to
growers
Allotments
Gardeners

Local food project

The site

The proposed site is located within the boundaries of Norfolk Park, Sheffield, and 1 km east of the
city centre and bounded by Guilford Avenue in the south. The site forms an irregular rectangle of
approximately 4000 m2 (see fig 1). The ownership of the site is split on 2: Sheffield City Council owe
1/3 approx. on far east and Norfolk Park estate the rest.
The site has been used as a tree nursery in a community project managed by the trust, involving
community engagement activities in the period 2000-2005. After that, Green Estate (company
focused in regeneration programmes) used the site for a short period in an attempt to rescue the
trees growing on it. Currently the site is totally abandoned, in exception of a minor part used as
allotment by next door neighbours.
The access to the site is exceptionally easy, as the south entrance to the park is situated next to it
(see Fig. 1). There are excellent parking facilities 150 metres from the main entrance, as a cafe just 5
minutes walking. The entrance could present problems to people using wheelchair, fact that should
be addressed in the design.
All the edge and a subdivision more less in a third of the site is stonewall in relatively good condition,
in exception of a small segment in the far west that should be repaired. The smaller subdivisions are
hedges in good condition. There are rests of the trees still growing from the tree nursery. Some of
them could be donated to a tree-planting programme or to SCC Parks and Countryside.
There is no data related to the soil conditions. However, we could assume a good quality as it was
pre-conditioned for the former activities.

Figure 1 Aerial image of the proposed site, south view (Google Earth).

Local food project

5

Interviews
In order to target the objectives, some of the arranged activities were interviews. During the
consultancy there were three interviews. The first formal one was held in Firth Park with Gail
Griffith, Team Leader of Health Projects. In that meeting Gail commented on the relevant issues
related to successful experiences around community gardens. The key points were the garden as a
multispace /multiactivities, the connexion between health and gardening and the support of the
community and an experienced head gardener to ensure continuity.
The second formal meeting was held in Hagg Hill allotments with members of the Hagg Hill
association. The important topics in the conversation were the allotments as a source of food and
entertainment, the importance of socialising and sharing knowledge, the social diversity and the

Local food project

contact with nature. There were other important comments on technical details, e.g. size of the
allotments, lack of support from SCC, lack of experience as the main reason to quit and the costs of
tools and seeds.
The third informal meeting was held in Hangingwater allotments with a member of GrowSheffield
group. In that meeting the main comments were related to organic gardening, permaculture, seed
production and organisational aspects around organic agriculture in Sheffield.

Market research
As part of the required inputs from the client, an internet market research was performed. The main
constrain related to this activity was that most of the marketing reports are on sale as valuable
information for companies. Some interesting information was found in public organisation as DEFRA
or non-profit companies as Soils Association. All relevant the information was compiled in .pdf files
and attached in a CD.

Documents and guidelines

Other important issue of any project is the creation of a bibliographic bank. A large amount of
documents, handbooks and guidelines related to best practices and legislation has been collected
and organised. A copy of those documents could be found in the CD attached.

Dynamics of the consultancy

During the 10 weeks of the contract, several meeting were held in the offices of the trust and visits
to the site in a fortnight basis. There was constant and effective support from Andy Wilmore and
Nigel West during the whole period through meetings, phone calls and emails.

Project design
In order to produce alternatives to the use of the site, all the information collected from interviews,
marketing analysis and professional experience have been used. The use of architectural software as
AutoCAD and SketchUp supported the design phase to produce a digital 3D model of the site. A copy
of the files and a video of the model could be found in the CD attached.

Local food project

The alternatives
Vegetable
production

VEG PATCH
club
Grow vegetables and
entertainment
Alternative space to
socialise
Promote the site and the
park with innovative
approaches.

Commercial
potentialities
Ensure financial
sustainability

Therapeutic
Gardening
Phisical
Mental

Urban
Farming
Multispace

Urban farming
research

Ideal allotment
Allotments
Gardeners
Facilitate skils and
knowledge

University /Colllege
involvement
Traditional varieties

Sheffseed bank
Conservation
Techniques and
varieties adapted
to Sheffield

Local food project

Rear entrance

Shed +
Changing
Room

Ideal Organic
Allotment

Greenhous
e

Vegetable Garden +
Seed Bank + Research
project

VEG-PATCH
CLUB

Compost
area

Social area

Figure 2South view of the site project

view of the site project

Local food project

9

Figure 3 South view of the VEG-PATCH club

Primary Objective
To facilitate the knowledge, understanding and skills of individuals and groups in
vegetable gardening and its socioeconomic and environmental implications.
Secondary Objectives
To provide the training, equipment and physical space to develop individual
vegetable gardens on the site.
To encourage the partnership work with plot-neighbours, highlighting the
importance of co-operative effort.
To empower the users ownership of the site and its components, the park and the
Trust.
To develop knowledge and understanding of food quality, healthy diet and wellbeing.
To improve ecological awareness and wildlife conservation through different
techniques, such as organic farming and permaculture.
Overview
The VEGPATCH club is an association of individuals and groups interested in organic
vegetable gardening, lead by SWT. The association provides a single package with all the
tools and skills needed to start a vegetable garden within the site.
The package consists in:
An introductory course in organic vegetable gardening and the induction in the
regulations of the use and care of the site.

Local food project

Tenancy of one of the plots (VEGPATCH) which benefits of 25 m2 with 6 beds on it

of clean prepared land.
Compost bin.
A package of VEGPATCH starter seeds kit.
Access to water and tools shared with the rest of the users.
Advice and guidance will be offered in all the stages of the growing season by a
trained gardener in pre-arranged days of the week.
The first stage of the programme plans to create:
36 VEG PATCHS or plots (possible extension related to demand).
The amount of vegetables that a single VEG PATCH could produce has the
potentiality to save around 220 per year to the tenant (see Table 1).
Guidance cost of the service: 70/year as a membership, including the use of water,
a compost bin, a seed pack and introductory course in organic vegetable gardening
(this results on an income of 2520/year when all plots are taken, added to the
potential membership to the Trust). Discount OAPs, unemployed, disabled, SWT
members, cottage tenants will apply.
VEGPATCH starter kit: organic seeds (bought from local suppliers, eventually own
produced seeds from seed bank).
Possible extension to other 20 plots, depending on demand.
Sharing of tools (important social implications: co-operative effort, adaptation to
situation, shared ownership).

Table 1 Guide of potential production in a single VEG PATCH.

Vegetable

Yield (Kg)

Carrots
Lettuces
Broccoli
Onions + Leeks
Courgettes
Peas
Runner beans
Tomatoes
Garlic/Shallots

12.9
2.5
5.4
9
9
5.4
18
18
2.7

Annual Saving

Value in market (reference

Tesco, April 2008)
15.35 (1.19 /kg)
5.62 (2.25 /kg)
16.03 (2.97 /kg)
13.5 (1.5 /kg)
18 (2 /kg)
29.7 (5.5 /kg)
79 (4.4 /kg)
36 (1.99 /kg)
5.61 (2.1 /kg)

218.81

10

Local food project

11

SWOT analysis of VEG PATCH club

Internal Strengths

Internal Weaknesses

Historic work on the site on activities related

to gardening and plant production.

The proposal relies on trained and enthusiastic

staff.

Aims and objectives meet the priorities of

the local food project.

Loss of public interest on organic gardening

through failure to engage on attractive activities.

Based on a multispace approach, the

proposal has a strong emphasis on
economical sustainability.

Misuse of the site and problems of behaviour from

users (use of pesticides/fertilisers, negative
competition and disagreement between plot
neighbours).

Introduce an alternative space to socialise

and facilitate opportunities to develop
interpersonal skills.

Stratification on ages and sex or ethnical origin.

Organic approach ensures respect for wildlife

and natural resources and support the idea

of sustainable development.

External Opportunities

Sheffield is on top of the list of allotment

holders and the city with the biggest waiting
list (1400 in 2007).
Notorious publicity on vegetable gardening
on media (TV, radio, magazines).
Support of Sheffields strategy on sustainable
development.

The proposal will improve the image and

idea of the park as a place where you could
work and produce something.

There are 3 schools and dense

neighbourhood around the site.

Health and safety threats as the activities are

based on physical work and use of tools.
The idea of payment for the service could
generate tension from users.

External Threats

Vandalism is an important issue in the park and

surrounding areas.

Failure of previous projects on the site could

impact on the trust of the community.

Potential conflict with neighbours on noise.

Potential conflict with the rest of the users of

the park (parking, cafe, etc).

Local food project

12

Objectives
To build the spaces and equipment required to deliver a service focused in the use of
gardening as a therapeutic technique.
To deliver courses, activities and events related to gardening as a tool to combat social
isolation, enhancement of quality of life and well-being.
To highlight gardening in terms of physical activity as a method to prevent obesity and
other physical disorders.
To carry out training and awareness in healthy eating and well-being.
Overview
The proposal introduces a programme of activities focused of health and wellbeing. These activities
are related to the use of organic gardening as a therapeutic tool on people suffering obesity, mental
disorders and other difficulties.
The organic gardening on a communal allotment site is proven to create inclusionary spaces in which
people benefit in a mutually supportive environment that combats social isolation, enhancing the
quality of life and emotional well being (Milligan, C. et al, 2004).
Specially designed spaces will be built aiming to ensure users comfort and safety. The programme
will develop training on carers and other staff to ensure that health and safety issues are addressed
SWOT analysis of Therapeutic gardening module
Internal Strengths

Internal Weaknesses

- Extensive experience on food and health projects,

-Lack of infrastructure.

already managing a successful programme in the city.

- Dependent on trained staff.

-Main objective for the Trust.

- Health and safety threats as the activities are based on

physical work and use of tools.

External Opportunities
- Sheffield City Council is keen to incorporate new spaces
on the programme Growing Together (enables NHS
patients with mental difficulties to experience therapeutic
gardening).
-Extensive demand, especially related to activities to
tackle obessity and anti-social behaivour.
-Integration of patients with social activities.

External Threats
-Competition with similar facilities.

Local food project

13

Objectives
To recreate an allotment including the best practices in organic vegetable gardening in order
to use it as a training tool.

To deliver a service focused on courses and activities, and to provide advice to allotmenters
and gardeners, schools and general public.

To incorporate alternative activities to the site, such as engaging with the artistic community
in order to add aesthetical value to the plot (sculptures, graffiti, flower arrangements).

Overview
The allotment movement on Britain is nowadays vibrant and with a improved energy. Sheffield is on
top of the list on allotment holders (more than 3000) and on the waiting list (1400 people in 2007).
Most of the people taking allotments and trying to grow their own vegetables are new in organic
gardening and sometimes handle 300 m2 in an allotment could be overwhelming.
Therefore, the proposal addresses this issue with the creation of a space where allotmenters and
gardeners in general could benefit from training activities in an ideal organic allotment. This
conceptual site will be design to incorporate all the features and techniques of a organic allotment
(e.g compost area, greenhouse, shed, raised beds, etc). The primary aim is to use the site as a
educational tool.
SWOT analysis of the Ideal allotment module
Internal Strengths
-This activity addresses one of the main objectives of the
Local Food porject.
-The site presents the perfect infrastructure to provide an
ideal allotment.
-The activities in this plot could inspire the members of
the VEG PATCH club

Internal Weaknesses
-Requirement of trained staff with educatinal and
technical skils.

External Opportunities
-Vast demand on training from new allotments holders.

External Threats
- Vandalism is an important issue in the park and

-Potential arrangements with Parks and Countryside to

surrounding areas.

provide discounts to new allotment holders.

-Potential conflict with neighbours on noise.

Local food project

14

Objectives
To identify local varieties of vegetables grown by gardeners and allotmenters in the region.

To produce, collect, store and redistribute vegetable seeds of local varieties related to
certain criteria (weather, yield, flavour, facility to grow).

To facilitate training, activities and events in seed bank management and seed exchange.

To provide seeds to the VEG-PATCH club.

To develop the commercial opportunities of a Vegetable seeds starter kit, including selected
varieties and introductory information about organic gardening.

Overview
One of the proposed activities is the creation of a seed bank. This activity has the objective to
produce seeds in organic manner from local varieties, supporting the conservation and addressing
the needs for this kind of products. The area required to produce seeds is relatively small and the
site has the perfect conditions for it.
The final product of this activity is the development of a Starter Kit Package with the organic seeds
produced within the project and relevant information related to organic gardening. The potential
costumers are the members of the VEG PATCH club and general public.
SWOT analysis of the SHEFFSEED bank module
Internal Strengths
-Fulfil the conservational objective of the Local Food
porject and SWT in general.
-Support to the financial sustainability of the project.
-Relatively cheap tecnology.
-Small area required.

Internal Weaknesses
-Need of special training, as the techniques are
sometimes plant specific.
-Need to produce relatively large amount of seeds to
ensure the delivery of the products.

External Opportunities
-Potential engagement with conservation and
research groups.
-Fulfil the gap of the inmense demand of organic
seeds.
- Good marketing tool to engage the public with the
activities of SWT.

External Threats
-Competition with other producers.
-Legal constrains.

Local food project

Objectives
To research the different alternatives of urban farming adapted to local conditions.

To develop techniques of vegetable gardening in small spaces focused in people without the
access to an allotment or home garden.

To engage with universities and college in research activities related with urban farming and
sustainable development.

To publicise the findings in courses, magazines, journals and other media.

Overview
In order to engage with the university community and to fulfil the growing demand on organic
gardening and permaculture techniques, the project pretends to create a programme of urban
farming research. The aim is to generate significant contributions to the knowledge on vegetable
growing in small spaces, as householder gardens or pots in a local basis. Proposals of dissertations,
thesis and research on nature conservation related to urban farming will be supported.
SWOT analysis of the Urban farming research module
Internal Strengths

Internal Weaknesses

-No need of special infrastructure or training.

- It could produce tension between research teams.

-It could create of a vibrant and dynamic atmosphere

- Potential lack of continuity.

in the site.
External Opportunities

External Threats

-Current good relationship with University of

-Potential lack of interest from the university

Sheffield and Sheffield Hallam University.

community.

-Good publicity, linking the activities with the creation

of knowledge.

15

Local food project

Vegetable production

16

Objectives
To produce organic vegetables in a semi-commercial scale.

To create partnership with the parks cafe, schools and other potential customers to ensure
a constant demand.

To implement a management plan for the site dedicated to low energy maintenance.

Overview
As a complementary activity, the site design proposed will create a space to produce organic
vegetables. Interest has been shown from the parks cafe owner and several schools in the area. The
demand of this kind of products is inmense in the city. Other potential customers are organic
vegetable shops, vegetarian restorants and other local food networks. The gardener will be in charge
of the production as a secondary activity.
SWOT analysis of the Vegetable production module
Internal Strengths
-The plots could help to inspire and to be used as a
training tool from the members of the VEG PATCH
club and general public.
-The plots could be used as seed production and
research, linking with the rest of the activities on the
site.
-Support financial sustainability.

Internal Weaknesses
- The proposal relies on trained and enthusiastic staff.
-Need to produce relatively large and sustained amount
of vegetables.

External Opportunities
-Strong links with local schools and other potential
customers.
-Extensive demand of organic vegetables.
- Good marketing tool to engage the public with the
activities of SWT.

External Threats
-Vandalism is an important issue in the park and
surrounding areas.
-Competition and legal constrains.