Rooted In Shelby is a volunteer-conceived and implemented program designed to promote the sale of horticultural, agricultural, and other products produced by Kentucky Proud enterprises located in Shelby County. Areas represented can be anything grown or produced in Shelby County, including but not limited to, meat, dairy, equine, fruits, vegetables, grains, sod, honey, and artisanal farm products.  A recognizable logo is used in conjunction with the Kentucky Proud logo to indicate a product's Shelby County origin.

Rooted in Shelby has grown and taken shape since its inception in 2014.  One of the main goals has been to effectively increase awareness of locally available foods and in turn increase market share of local produce, returning a higher profit margin to local farmers.  With the event of COVID-19 and the corresponding food shortages in local grocery stores, Rooted in Shelby fulfilled a need within the community to provide a source of safe, wholesome, nutritious and available local food.

As a continuation of the marketing campaign and heightened awareness of local foods availability, Rooted in Shelby members held a pop-up market in July of 2021.  The goals of this market were to continue to raise awareness of local foods availability, raise awareness of Rooted in Shelby and the Cooperative Extension Service, provide healthy foods information to low income audiences and build relationships among all participants.

The event was advertised in local print media as well as via social media.  More than 225 attendees visited the thirteen participating Rooted in Shelby member vendors during the three-hour market held at the Shelby County Extension Office.

Following the event, vendors were asked to provide feedback in three areas:  whether they deemed the event a success (by whatever means they cared to measure success), did they have opportunities to educate customers (regarding their farming practices, varieties of product they were selling, insect/weed control measures, etc), and how did the market benefit their business.   Responses included:

Success – “Success?  Absolutely was a success.  I had 32 sales which was more sales than my typical market sales currently.  As for the ability to advertise this was wonderful.   Lots of people asked where I also set up or where they could find me.  So this was a great opportunity to advertise for Bagdad Farmers Market.”

                “I talked with several folks who hadn’t been out to the orchard before, which I deem a success.  We made money, not quite to the level of our Farmers’ markets in Louisville, but about the same as when we were setting up in Simpsonville.”

                “Profit wise I was pleasantly surprised at how much we made.  It wasn’t as much as a Saturday but that’s pretty much a given.  We made $150.  Worthwhile to get exposure here in the county with us not doing Shelby County markets.”

Opportunities for Education – “Yes, there were a couple who asked if I was organic or if I used chemical sprays.  I let them know that I use both organic sprays…and non-organic sprays when necessary.  Most were curious as to the new vegetables that I had.  Costata squash was a hit and so were the white cucumbers. Everyone was interested in them and how to use them.”

                “We talked to people about how we raised fruit and our spraying routine.  Several asked for input on their trees and I point them to UK’s residential spray guide.”

                “Different cuts of lamb shown to the customer, was able to talk about different breeds and how we raise our wool sheep.”

Benefits to business: “The Rooted in Shelby pop-up farmers market was a success for Crooked Beak Acres. LLC.  I enjoyed talking with all the different people who attended the event and discussing all the varieties of vegetables that I had.  I believe the event will be most beneficial to my business, local farmers markets, and the other vendors that participated.  One couple stated they were traveling through the state looking for a market stand and could not fine one.  They saw the sign out at the road and decided to stop.  They were so excited to get fresh produce from myself and from LilyBud along with all the other produces too.  I feel this was wonderful for the community and local farmers.   Cannot wait for the next one.”

                “I thought the pop-up market went really well for the first one.  I was pleasantly surprised with the foot traffic and saw several new faces.  It was a great opportunity to showcase the variety of goods produced in Shelby County and we’re excited for the next one!”

                “The pop-up market was great!  I loved that all the vendors were from right here in Shelby County!”

An additional result of the advertising campaign for the pop-up market was that four new Shelby County producers/craftsmen joined Rooted in Shelby, bringing the membership total to 55.   This is roughly 21% of the total Kentucky Proud members in Shelby County.  The Rooted in Shelby oversite committee will be making an effort to increase this percentage.