The document describes Nuestras Raíces, an organization that promotes permaculture and economic development in Holyoke, Massachusetts. It focuses on projects related to food, health, agriculture, the environment, and arts/culture. The organization works to foster development in the downtown Holyoke neighborhoods that struggle with poverty, substance abuse, and unemployment. It operates community gardens, a youth program, and a farmers' training program to help residents with agricultural backgrounds start farming. The organization has transformed an abandoned building into a center that houses various food-related businesses and micro-enterprises.

1. Nuestras Raíces:
Permaculture Economic Development

2. HOLYOKE, MA
Called the “Paper City” because it was a
center of the world’s paper industry,
sBll proud but dealing with changing
economy and poverty:
High rates of substance abuse (4 Bmes
state rate), teen pregnancy (highest
in state), and unemployment (31%)
in downtown neighborhoods.
Changing populaBon, now more LaBnos
than whites in downtown, 40%
overall, 85% of populaBon in
downtown wards, 80% of children in
public schools, highest percentage of
Puerto Ricans of any city in US
outside of PR

3. Years of neglect and
disinvestment have led
to demoliBons and
arson.

4. (Our Roots)
Fostering economic, human and community
development in Holyoke, MassachuseVs through
projects relaBng to food, health, agriculture, the
environment and arts & culture.

5. HERITAGE AND KNOWLEDGE
Many of the residents of downtown
Holyoke have come from rural
Puerto Rico. Many grew up on
farms and many first came to the
Northeast as migrant farm workers.
The members of Nuestras Raíces
have lifeBmes of experience in
farming. They are proud to use their
knowledge to improve their
neighborhoods and pass on their
heritage to a younger generaBon.

6. Community Gardens

7. Youth Program

8. Raices LaBnas

9. Environmental Jus8ce
The environment affects health and pride of city residents.
Nuestras Raíces youth and staff
research, educate and organize the
community to address the
environmental issues of our community

11. Centro Agrícola
Shared Use
Kitchen and
Miracle Sweets
Bakery
Mi Plaza
Restaurant
Greenhouse:
Marine Reef
Habitat
Plaza with outdoor
market
An abandoned building and vacant lot transformed into a vibrant center for
micro‐enterprise development

13. Roots Up Green Jobs Program

14. Tierra de Oportunidades
New Farmer Project

15. Tierra de Oportunidades Project: 2004‐2006
Many residents of Holyoke
grew up on farms in Puerto
Rico and have extensive
farming backgrounds. Many
first came to the Northeast
as migrant farm workers.
They would like to farm, but
face many barriers including
language and access to land
and capital.

16. Aspiring farmers take a training course and come to workshop
and field trips
TranslaBon at Northeast Risk
Management Conference

17. Farmers raise Puerto
Rican specialty crops
like ají dulce and
calabaza, plus
tomatoes, eggplants,
sweet corn and more.

18. Live goats, rabbits, chickens, and pigs are sold on the farm for
home slaughter

19. The Farm in 2005

20. In May 2006 we gained access to the adjacent 26
acres of prime farmland. Youth, farmers, and
community leaders developed a master plan.

21. ParBcipatory Design Process

22. KEY and
GOAL SETTING…
Visual Program

23. A unique resource in a highly developed area
• Located on ConnecBcut
River
• Home to 11 at‐risk or
endangered species
• World‐class farmland
• Intense development
pressure
• A mile from intersecBon
of Rt. 90 and Rt. 91
• A mile from largest mall
in New England
Site analysis

24. Nuestras Raíces Farms
Concept Statement Read to Consumers
“Nuestras Raíces Farms is a site made up of
beau5ful farms by a river with a variety of features
and ac5vi5es. Visitors will be able to buy fruits,
flowers, herbs and vegetables from the farms, even
some that normally grow only in Puerto Rico or in
the tropics….
…There will be a peDng zoo for children and
demonstra5ons of Paso Fino horses. There
will be walking trails through the farms and
by the river. Families will be able to enjoy
tradi5onal roasted pork outdoors. There will
be cultural ac5vi5es like Spanish music. The
farm environment will give the feeling of
being far away from the city.”
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25. Concept ReacBon: General
There was overwhelming enthusiasm for Nuestras Raíces Farms (NRF) as described in the concept. Over 8 in 10
persons surveyed said they would visit the site. The desBnaBon has appeal as a family opBon as relaBves and
children are the types of persons most likely to be brought along .
Probably Definitely
(84%)
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26. Concept ReacBon: Time Commitment
Not only would the majority of respondents visit Nuestras Raíces Farms, but also they would be willing to take a
fairly long drive to get to the site –2 hours in the typical respondent. Consumes would be willing to spend a
fairly long amount of Bme at the place as well. Based on the median response, the typical respondent would
spend four hours at NRF. These responses are consistent with NRF’s intenBon to consider itself as a day‐long
ouBng experience.
Time Willing to Drive Time Willing to Spend at DesBnaBon
Time Cumulative %
Time Cumulative %
Up to 30 min 9% Up to 1 hr 6%
Up to 1 hr 33% Up to 2 hrs 18%
Upt o 1.5 hr 39% Up to 3 hrs 34%
Up to 2 hrs 63% Up to 4 hrs 49%
Up to 2.5 hrs 66% Up to 5 hrs 59%
Up to 3 hrs 79% Up to 6 hrs 72%
Up to 3.5 hrs 81% Up to 7 hrs 77%
Up to 4 hrs 89% Up to 8 hrs 82%
Over 4 hrs+ 100% Beyond 8 hrs 100%
MEDIAN 2 HOURS MEDIAN 4 hrs
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27. Nuestras Raíces Market Radius
Based on the two‐hours the typical consumer is willing to drive to reach Nuestras Raíces Farms, the market for the business lies
inside a 100‐mile radius, approximately. This means that consumers in ciBes with significant Hispanic populaBons as far south as
New Haven and Bridgeport and as far east as Worcester will be likely targets.
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28. Concept ReacBon: Specific acBviBes
Consumers would welcome a variety of acBviBes at Nuestras Raíces Farms. Cultural events and the ability to
purchase fresh products are parBcularly appealing.
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29. Lechonera
(Roasted pork outdoor restaurant)
Concept Statement Read to Consumers
“One of the products that Nuestras Raíces
Farms will offer visitors will be a
tradi5onal outdoor pig roast (lechón
asado). Individuals will be able to
purchase pork by the pound, and eat it
there or take it out with them. Other
fixings like rice and pigeon peas (arroz con
guandules), plantains, yuca, and bread,
will be available as side dishes.”
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30. Lechonera Concept ReacBon
There was overwhelming enthusiasm for the Lechonera concept as well. Eight in 10 persons said they would
visit the place described in the Nuestras Raíces concept just to eat pork. The typical parBcipant said he/she
would drive up to one hour to reach this dining desBnaBon.
Time Cumulative %
Probably Definitely Up to 30 min 31%
(80%)
Up to 1 hr 62%
Upt o 1.5 hr 68%
Up to 2 hrs 83%
Up to 2.5 hrs 87%
Up to 3 hrs 93%
Up to 3.5 hrs 94%
Up to 4 hrs 97%
Over 4 hrs+ 100%
MEDIAN 1 hr
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31. Lechonera Market Radius
Based on the one‐hour the typical consumer is willing to drive to reach the Lechonera, the market for this parBcular business lies
inside a 50‐60 mile radius, approximately. This means that Harpord, CT, a Hispanic market located 40‐minutes to the south, is
well within the restaurant’s marketable area.
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32. Design concept

33. Design!

34. Nuestras Raices Farm
Economic Development

35. TOP ENTERPRISE GUIDELINES
Every enterprise must:
1) Contribute to the profitability of the farmers and/or create
new income opportuniBes for the community – businesses and
jobs
2) Generate income or at least break even for Nuestras Raices
3) Minimize ongoing management/oversight from the
organizaBon (extra points for low investment and/or shiring at
least some iniBal investment to the entrepreneur)
4) Not pollute environment, completely disrupt neighborhood,
or have bad effect on reputaBon of Nuestras Raices
5) Contribute to social goals – community, social integraBon,
heritage, educaBon, environment

36. 20 crop & livestock farms for 2009

37. La Finca Farm Store & Gir Shop
• Farm fresh produce & flowers
• Hats & T‐shirts with logo
• Cold drinks
• Bedding plants
Future offerings:
• Eggs
• Farmer cheese
• Meats: rabbit, goat, pork, poultry

38. Petng Zoo
• Featuring Caribbean
heritage livestock
breeds
• TradiBonal thatched
bohio & murals

39. Paso Fino Horse DemonstraBons
• TradiBonal breed &
gait from Puerto
Rico
• Boarding, breeding,
showing, training
sales
• Pony rides
• Rebuilding historic
barn

40. La lechonera
barbeque
• TradiBonal Puerto Rican
lechon
• On‐farm, direct‐market,
value‐added livestock
markeBng
• #1 aVracBon according
to market research

41. Greenhouse OperaBons
• Waste vegetable oil heaBng system

42. Cultural Events
• Live music
• Theater & folkloric dance
• Dominoes tournaments
• Interfaith blessing

43. Guiding Principles of Community Development
• Community‐driven
• Based in the culture and experiences of the community
• Environmentally posi8ve
• Designed to build long‐term economic opportuni8es and
capacity for community members
• Taking control of land and community space

44. How does Nuestras Raíces demonstrate
permaculture?
• An agriculturally producBve
urban ecosystem
• FuncBonal interconnecBon
• Serves the needs of the
community
• Uses products and skills of
community
• Supplies essenBal needs
• Harmonious integraBon