USDA Announces 2024 Local Food Promotion Program

The United States Department of Agriculture, Agricultural Marketing Service (AMS) is now accepting applications for the Local Food Promotion Program (LFPP). Eligible applicants will be able to receive up to $500,000 in grant funding for certain projects. Grant applications are due May 14, 2024.

What is the purpose of this program? LFPP’s purpose is to support the development, coordination, and expansion of local and regional food business enterprises that engage as intermediaries in indirect producer-to-consumer marketing to increase access to and availability of locally and regionally produced agricultural products.

Who is eligible to apply? Eligible applicants include:

  • Agricultural businesses or cooperatives
  • Producer Networks or Associations
  • CSA Networks or Associations
  • Food Councils
  • Local governments
  • Nonprofit corporations
  • Public benefit corporations
  • Economic development corporations
  • Regional farmers market authorities
  • Tribal governments

What are the project types for LFPP? LFPP offers four project types for this funding round: 1) Planning Projects; 2) Implementation Projects; 3) Turnkey Marketing and Promotion; and 4) Turnkey Recruitment and Training Projects, as detailed below.

1) Planning projects are used in the planning stages of developing, coordinating, or expanding a food business that supports locally and regionally produced agricultural products and food system infrastructure.

Project activities can include, but are not limited to:

  • Completing a feasibility study for a new intermediary food channel (i.e., food hub), to analyze market potential, capacity, and potential competitors and partners in the region.
  • Hiring experts for technical assistance to implement a local/regional food transportation system.

2) Implementation projects are used to establish a new food business or to improve or expand an existing food business that supports locally and regionally produced agricultural products and food system infrastructure.

Project activities can include, but are not limited to:

  • Developing or expanding food incubator programs or mid-tier value chains.
  • Connecting, cultivating, and strengthening relationships between local and regional producers and local and regional food businesses and consumer-facing markets.
  • Cultivating new wholesale market channels through an online portal or virtual marketplace.
  • Investigating and implementing more cost-effective means of transportation for food supply chains through backhaul, route optimization, and/or other operational efficiencies.

3) Turnkey Marketing and Promotion projects are intended to offer a streamlined approach to some of the most common LFPP grant activities related to the marketing and promotion of local and regional food projects. Applicants applying to the Turnkey Marketing and Promotion track agree to conduct specific activities defined by AMS that support the marketing and promotion of intermediated producer-to-consumer market opportunities.

Applicants must select a minimum of 3 pre-defined activities listed below and should not propose any additional activities; doing so may disqualify the application.

  • Identify and analyze new/improved market opportunities.
  • Develop/revise a marketing plan.
  • Design/purchase marketing and promotion media.
  • Implement a marketing plan.
  • Evaluate marketing and promotion activities.

4) Turnkey Recruitment and Training projects are intended to offer a streamlined approach to some of the most common LFPP grant activities related to the recruitment and training for local and regional food system stakeholders. Applicants applying to the Turnkey Recruitment and Training track agree to conduct specific activities defined by AMS that support the development or delivery of vendor and producer recruitment strategies, as well as training opportunities.

Applicants must select a minimum of 3 pre-defined activities listed below and should not propose any additional activities; doing so may disqualify the application.

  • Identify and analyze new or improved strategies for vendor and producer recruitment, training, or both.
  • Develop or revise strategies or plans for vendor and producer recruitment, training, or both. 
  • Design materials for vendor and producer recruitment, training, or both. 
  • Implement plans for vendor and producer recruitment, training, or both.
  • Evaluate outcomes related to vendor and producer recruitment, training, or both.

What are the funding levels and match requirement for this program?  Funding levels differ based on the LFPP project type and are described as follows:

  • Planning project awards range from $25,000 to $100,000.
  • Implementation and project awards range from $100,000 to $500,000.
  • Turnkey Marketing and Promotion and Recruitment and Training project awards range from $50,000 to $100,000.

The match requirement for all project types is 25 percent of the total grant funds requested.

What is the project timeline?

Applications must be received on May 14, 2024 by 11:59pm Eastern Time.

Planning, Turnkey Marketing and Promotion, and Turnkey Recruitment and Training grants must be completed in 24 months; Implementation projects have a 36-month project duration. 

The full 2024 LFPP Request for Applications can be found here.  

For more information on this grant or how to apply with Morrison’s assistance, please contact the Morrison Grants Team by email at grants@morrisonco.net or call us at 530-893-4764.

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