Growing Local: Interview with BALLE's Michelle Long
green power, was named the number one small city in the nation in urban progress toward sustainability, and is home to businesses, consumers, and government programs that make creating a "local living economy" a priority.Bellingham, Washingon is the nation's leader in community
As co-founder and director of Sustainable Connections, a non-profit network of nearly 700 Bellingham businesses promoting a sustainable local economy, Michelle Long played a major role in Bellingham's transformation.
Now, Long wants to build on Bellingham's successes to help strengthen local economies around North America. In August, she became executive director of the Business Alliance for Local Living Economies (BALLE), which supports 79 community networks of independent businesses in the U.S. and Canada, including Sustainable Connections.YES! Magazine Web editor Brooke Jarvis spoke with Long about her plans for scaling up, including the challenge of replicating profoundly local solutions at a national level.
Brooke: What is a local living economy?
Michelle: A local living economy is one where local business owners make up the majority of the local economy, where today’s innovations in sustainable agriculture, in green building, in renewable energy and energy efficiency, in community capital, in green jobs, in local manufacturing are all tied together within the context of a place, so that you have an economy that is community-based, green, and fair.
Brooke: And how does BALLE help create that?
Michelle: BALLE is the fastest growing membership organization of socially responsible businesses in North America. We have 79 community networks, but they have members that now represent 21,000 independent businesses. What BALLE does is catalyze the creation of new networks of businesses in different communities—we connect them to each other so they can share best practices, and we strengthen them with new tools and resources.
Brooke: Until recently, you led Sustainable Connections, a BALLE network in Bellingham, Washington. This summer, the Natural Resources Defense Council named Bellingham the number one small city in the nation in urban progress toward sustainability. What does that actually mean for people who live in Bellingham, and how has Sustainable Connections contributed to that success?
Michelle: We started Sustainable Connections back in April of 2002. Today, Sustainable Connection has nearly 700 independent businesses as members, representing every sector of our economy, including farmers, manufacturers, builders, nonprofit organizations, service providers, and retailers.
All of them are committed to this idea of creating and modeling a local living economy. It’s built community. I’m thinking of one particular businesswoman—she’d been waiting so long for government or big business, the guys in charge, to do something about all that’s wrong in the world. And now she feels such hope and pride that we are just going ahead and taking it on ourselves—and actually seeing a difference.
Sustainable Connections helps our businesses learn how to be sustainable in the new economy, whatever their field. What do you need to learn, if you’re an architect, about building for maximum solar gain? If you’re a farmer, what to you need to know about season extension, transitioning to organics, and serving regional markets? Or if you’re a retailer, about sourcing from other independent business in our community, about moving toward zero waste, about switching your operations to use green power, about paying people fairly?
We help them to get connected to the cutting-edge information that they need, and then we connect them to each other. That’s very, very powerful, we’ve found, to have peer businesses sharing ideas with you and mentoring you and cheering for you when times are hard or when you’re trying to be innovative. And no one business can be sustainable by itself, it’s really part of a system.
And then finally, we work in market development. We ask our community to think local first—to first support our local businesses for any of their services or product needs. Not to buy more, not to consume more, but when they’re going to buy, to choose locals first.
Brooke: In fact, 60 percent of households in Bellingham report that they choose independent retailers and services whenever possible. What “market development” techniques did you use to encourage that mindset?
Michelle: Well, that was pretty astounding. We give great Think Local, Buy Local, Be Local tools to our business members. All these independent businesses then post them on their storefronts, use the materials to write articles for their own newsletters, or include the logo on their invoices to their customers. Any day of the week, you can pick up a newspaper and you see multiple ads that have the logo.
Our logo is Mount Baker, something that means local to all of us. The emphasis of the campaign has been: What is it to care about your place? What is it be a local? What does that mean, what does that look like? How do we each take actions in our everyday lives that support a healthier community? Are we using our bikes instead of our cars? How can we be more energy efficient in our own lives? And, how are we choosing to support other locals? They’re our friends and neighbors—people who may be the parents of your daughter’s friends, people who live in your community and care about it just as much as you do. The whole campaign is built on pride of place.
First, we had to let people know what businesses were local—we found, in early polls, that people weren’t quite sure what we meant by that. We created a directory so people could find local businesses and a coupon book so they could try them. We also made seasonal marketing materials—posters for Valentine’s Day that say ‘Be a Local Lover’ or ‘Celebrate Your Independence’ for the Fourth of July, and Buy Local Week around the holidays. Now, it’s constant, it’s year-round, and it’s everywhere you look.
We are, in a way, competing with the rest of the advertising world. Consistency, paired with the authenticity of something that really feels right and good, has brought localism to a high level of consciousness within this community.
Businesses started to get calls from people asking if they were local—they’d never been asked that before. Customers at the register started to say, ‘I just want you to know that it matters to me that you guys live here, too.’ Our coupon book became the number one bestselling book at our most popular local bookstore.
We hired a research firm to do a community-wide survey that was statistically significant within a couple of percentage points and found that, indeed, 69 percent of our community recognized our campaign and our logo. Three out of five households said that they had changed their purchasing behavior and that were thinking local first. This was a few years ago, so I’m sure it’s higher now. We experienced a real cultural shift.
Brooke: Has that cultural shift had measurable effects on the local economy?
Michelle: In the '70s, '80s, and '90s, Whatcom County had higher unemployment than the rest of Washington State. But not now. Throughout the 2000s, since we started this program, we’ve had lower unemployment rates than the rest of Washington as a whole. That’s remained true throughout this recession, as well.
Our small businesses development center has found that we also have higher retention rates. When somebody starts a business, people are more apt to want to give it a go—to try, say, the Bellingham Pasta Company for the first time—and if it’s a good product or service, to want to support them.
We’ve also had an impact for farmers. In addition to connecting local farms to local grocers and restaurants, Sustainable Connections also has a new farmer training program. According to federal agricultural census data covering 2002 to 2007, the number of new farmers that are selling for direct and regional markets increased 20 percent in Washington State. But it was up 44 percent in our county. The actual volume of direct sales to consumers increased by 8.7 percent in Washington State, but by 94 percent in our county—more than 10 times the level of the rest of the state.
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