PROJECT NARRATIVE GUIDE 

Farmers Market and Local Food Promotion Program

Instructions: This document is to be used as a guide to help prepare applicationsforthe Farmers Market

Promotion Program (FMPP) or Local Food Promotion Program (LFPP). Submission of the project narrative 

template is MANDATORY. All sections in the project narrative template must be completed. Applicant 

must review the applicable Request for Applications (RFA’s). The Project Narrative must comply with the

specific instructions, format, and content defined in section 4.2.4 of the RFA.

Page Limit: The completed Project Narrative must not exceed thirty-five (35) pages. For example, the 

form is 14 pages before you begin entering your project information, your form may be up to 35 pages 

in length when completed (14 original pages + 21 pages of applicant content). Applicants must submit 

the FMPP or LFPP Project Narrative form as a PDF fillable form (in its original file format), attached to 

the Grants.gov application package using the “Project Narrative Attachment Form” link in Grants.gov.

The completed FMPP or LFPP Turnkey Project Narrative must not exceed twenty-two (22) pages. For 

example, the form is 12 pages before you begin entering your project information, your form may be up 

to 22 pages in length when completed (12 original pages + 10 pages of applicant content). Applicants 

must submit the FMPP or LFPP Turnkey Project Narrative form as a PDF fillable form (in its original file 

format), attached to the Grants.gov application package using the “Project Narrative Attachment Form” 

link in Grants.gov.

Do not use your own project narrative template. Handwritten applications or applications in MS Word 

will not be accepted.
1. Applicant Organization

This section must be the same as Box 8 of the SF-424. This represents the legal name and information of 

the organization applying for the grant. Awards are made to organizations, institutions, or companies 

and not to individuals. Applicants must meet the eligibility requirements as described in section 3.0 of

the RFA to receive an award.

2. Authorized Organization Representative (AOR)

Thissection must match Box 21 of the SF-424. The AOR is the individual who is authorized to sign any

document on behalf of the organization. This is the member of the organization that authorizes the 

submission of the application to Grants.gov on behalf of a company organization or institution. It is 

highly recommended that the AOR be different from the project coordinator or person designated by 

the organization to direct the project or activities being supported by the grant.

3. Applicant Entity Type

Select the entity type that best represents the applicant organization. Section 3.1 of the RFA describes 

each entity type. If your organization is a State Agency with a Regional Farmers Market Authority, you

must provide the regulatory statute(s) that identify your organization as that entity type.

4. Project Activity Category

Select all the activity categories that apply to the activities you are proposing for your project. If an

activity is not listed, you may add it under other.

5. Project Title

Provide a descriptive title. This section must match Box 15 of the SF-424. A good project title summarizes 

the main idea(s) of your project. The title should be concise and clearly describe the content and purpose

of your project. If selected for funding, the title of your project and the executive summary will be made 

publicly available on our website. The title should be limited to 200 characters.

6. Grant Application Project Type

Only one project type must be selected. Applicants must review section 1.3 of the respective RFA (FMPP 

or LFPP) to understand the difference between the two program components and their respective 

project types. Also, you can review the Frequently Asked Questions (FAQs) document for more 

information. In the circumstance that a project has activities that fit both programs, the applicant should 

select the program and project type for which they will be conducting the majority of the activities.

7. Requested FMLFPP Funds

This section must match Line 18a of the SF-424. This is the amount of total federal funds the applicant is 

requesting. The amount of funds requested must not be less than the minimum amount or exceed the 

maximum award amount. See section 2.4 on the RFA.
8. Matching Funds

This section must match Line 18b of the SF-424. This is the amount of funds the applicant is required to 

contribute as a condition for receiving an award. The match amount must be calculated based on the

overall percentage of the total federal portion of the grant. See section 3.4 on the RFA for more 

information on the required cost-sharing or match. The match can be in the form of cash or in-kind 

contribution. If match contribution exceeds the required amount applicants will be voluntarily 

committing to it. The excess amount will need to be documented and provided if the project is awarded. 

Review the Frequently Ask Questions (FAQs) document for more information.

Applicants must provide match or cost sharing in an amount equal to 25% of the total federal portion of

the grant. Please see RFA for more details.

9. Does the proposal address a Priority Area as described in Section 1.4 of the RFA?

Please review section 1.4 of the RFA’s. If requesting low income/low food access priority consideration

answer

“Yes”. If not, answer “No”.

10. ProjectImplementation Physical Address

Enter up to three addresses where this project will be implemented. Priority consideration is given to

applicants that are implementing a project in low income/low food access areas. To confirm this,

applicants must include the census tract for the location (s) they are implementing the project. Follow 

the instruction below to find if a project implementation location falls in a low income, low food access 

area.

1. Open the Food Access Research Atlas: http://www.ers.usda.gov/data-products/foodaccess-research- atlas.aspx.

2. Enter the address (es) where project activities would occur.

3. Zoom in on the map to identify your community. Clicking on your targeted area will 

produce the census tract and additional information about the locale. In the example 

below, the dark green area qualifies as low income and low access, and the census tract 

would be 35047957600.

4. If the pop-up window shows “yes” as being low income, low access at any of the four

levels, select “yes” in item #9 on the Project Narrative. If not, select “No”.
Executive Summary

The executive summary is the first impression of the project. It is the opportunity to capture the 

reviewer’s attention. It must describe the project’s needs, purpose, goals, and expected outcomes. The 

executive summary must: 1) be no more than 250 words 2) be written in plain language for the general 

public to understand and 3) use sentences; no bullets 4) briefly describe intended beneficiaries 5) briefly 

describe any subaward. We recommend writing the summary after the rest of the proposal has been

completed or close to being done. The executive summary will be published on our website for public

view. This summary should be the same as the one provided on the Project Abstract Summary form.

ALIGNMENT AND INTENT

Clearly and concisely describe the specific issue, problem, or need that the project will address in 

relation to the grant program Statutory Language found in section 1 of the RFA. Answering this question 

should justify the project’s objectives and approach, and not just provide the associated statistics. You 

must articulate the reason behind the selected local or regional food system development effort. The 

project must demonstrate how it will develop, coordinate, and expand market opportunities. This

section should align with the activities described in the work plan, technical merit section.

The objectives must address the issue(s), problem(s), or need(s) mentioned above and related to the

project’s approach and work plan. The objectives should be realistic and clearly describe what your 
organization hopes to accomplish with the project. Applicants can add additional objectives as 

necessary. The number of objectives must be realistic for the length of the grant period.

Applicants must include a detailed description of how the proposed project will address the needs and 

concerns of the community they plan on impacting. This section should include all groups and individuals 

that your project is targeting, including those from underserved communities.

Specifically, the project should focus on the benefits to farm and ranch operations serving local markets.

TECHNICAL MERIT

Work Plan

Describe the activities and timeline associated with each project objective mentioned in the Alignment

and Intent section. Include the following information:

A timeline for each planned activity and major output including the anticipated date of completion; how

and where the activities will take place; required resources; milestone(s) for assessing progress and

success; who is responsible for completing the activity, including collaborative arrangements or 

subcontractors; if conducting training and technical assistance, how participants will be recruited and 

how you will help guide program development and delivery.

Applicants must complete the work plan table to fully describe how the scope of the work will be 

implemented to achieve the objectives and outcomes. DO NOT make any modifications to the table 

other than adjusting columns to fit your text (e.g., removing questions, changing orientation). The 

activities listed must clearly describe what you are trying to do. The anticipated completion dates must

be within the period of performance of your project (within 3-years or 2 years for LFPP planning grants). 

The individuals who will perform the activities must be listed as part of the key staff.

Have you received a past FMPP or LFPP grant award?

☐ Yes ☐ No

Have you submitted this project to another federal grant program?

☐ Yes ☐ No

Are you a current Regional Food System Partnership (RFSP) recipient?

☐ Yes ☐ No

If your answer is yes to any of the above questions, provide the information in the appropriate table.

Provide AMS agreement number for grants received in the past five (5) years. Describe how the project 

is/was different from previous grants or how it supplements the proposed activities; and the results of 

the current project (if applicable). Include lessons learned, what can be improved, and how these 

lessons and improvements will be incorporated into this application to meet program goals effectively 

and successfully. Projects that are duplicates of a previous grant will not be selected for funding. 
ACHIEVABILITY

Applicants must complete all applicable project Outcomes and Indicators with baseline and/or estimated

but realistic target numbers. If an outcome indicator does not apply, check N/A (Not Applicable).

Outcome Indicator Measurement 

For each completed outcome indicator, describe how you derived the numbers, how you intend to

measure and achieve each relevant outcome and indicator, and any potential challenges you foresee to

achieving the estimated targets and action steps for addressing them.

Please refer to the FMLFPP Performance Measures Data Collection Guide for information on how to 

collect data on the outcomes and indicators. On outcome #7, applicants must identify their unique 

outcome and indicator that is not covered in previous outcomes. Outcome #7 must be an allowable 

activity, applicable to the project, measurable and achievable. Applicants selected for funding will be 

required to provide updates on the target numbers as their project progresses. Outcome and indicators

data are used to evaluate overall program impact.

Potential Adaptation of Project by Others

Discuss if and how this project can be adapted to other regions, communities, and/or agricultural 

systems. Describe what benefits and actions others may take in response to the expected project results.

Dissemination of Project Results

Describe how the project’s results (positive and negative) will be shared with similar organizations, 

stakeholders, and others that may be interested in the project’s results or implementing a similar project. 

Describe the planned method(s) and formats that will be used (in-person, electronically, etc.).

EXPERTISE AND PARTNERS

Key Staff (Applicant Personnel and External Partner/Collaborators)

List all key project staff, including applicant personnel and external project partners and collaborators 

(see section 3.2 in the RFA for definitions) that comprise the Project Team, their role in the project, their 

relevant experience, qualifications, expertise, and past successes in developing and operating projects

similar to those to be conducted under this project. Applicant must include Letters of Commitment from 

Partner and Collaborator Organizationsto demonstrate the commitment and support the information

(see section 4.2.6 in the RFA).

Project Management Plan

Describe the management plan for coordination, communication, and data sharing and reporting among 

members of the Project Team and stakeholder groups, including both internal applicant personnel and 

external partners and collaborators. Applicants should include a clear delineation of the roles and 

responsibilities of project staff, consultants, and partner organizations, and how they will contribute to 

achieving the project’s objectives and outcomes. It should describe who would have day-to-day
responsibility for key tasks such as: leadership of the project; monitoring the project’s ongoing progress,

preparation of reports; communications with other partners. It should also describe the approach that 

will be used to monitor and track progress on the project’s tasks and objectives.

Project Sustainability

Describe how the project, and its partnerships and collaborations, will be sustained beyond the project’s 

period of performance (without grant funds). Applicants should include a detailed discussion of the

applicant’s ability to continue efforts to impact the local food community. This could include but is not 

limited to, continued collaboration with partners, the implementation of new practices, and 

commitment to continue to identify and address issues in the community.

FISCAL PLAN AND RESOURCES

Applicants must complete the Budget and Justification. Evidence of critical infrastructure (see section 

4.2.7 in the RFA) is required if a project is dependent on land, infrastructure, building permits, facilities 

not already secured, or other resources that are essential for the execution of the proposed project 

activities. 

Applicants are required to submit the SF-424A Budget information For Non-Construction Programs form 

along with completing the budget section of the project narrative. The cost categories should be the

same on both documents.

BUDGET AND JUSTIFICATION

The budget must show the total cost for the project and describe how category costs listed in the budget

are derived. The budget justification must provide enough detail for reviewers to easily understand how 

costs were determined and how they relate to the project objectives and expected outcomes. The 

budget must show a relationship between work planned and performed to the costs incurred.

Refer to RFA Section 4.6.4 Allowable and Unallowable Costs1 and Activities for more information on 

allowable and unallowable expenses.

Applicants must account for both federal funds and cost share or match and specify the amounts for 

each category. The cost-share or match amounts listed in the table must match the amounts described 

in the matching fund letters. The total costs on the budget summary table must match the subtotals on

each table below and items 7 (Requested FMLFPP Funds) and 8 (Matching funds) on the project 

narrative.

1 All costs must be allowable (2 CFR 200.403), allocable (2 CFR 200.405), necessary and reasonable (2 CFR 200.404).
Examples of Specific Allowable and Unallowable Costs

Allowable Unallowable 

Rental cost of building space Building and construction

Food for display, tastings, or cooking demos Contribution/ Donations(e.g., purchase of food to 

donate or resale)

Marketing and advertising/promotion (to promote

products but not the image of an organization) Development of advisory councils

Special purpose equipment (maximum of $6,500 for

food safety equipment)

Production related cost (e.g., farming, gardening,

farm tools and supplies, production training)

Entertainment (as long as it is directly related and 

reasonable to the planned project activities and to

meet the program purpose)

Fundraising activities

Food Assistance Programs (SNAP, WIC)

advertising/promotion

Food Assistance Programs(SNAP, WIC) 

enrollment/expansion

Personnel 

List each person from the applicant organization who has a substantive role or will perform work directly 

for the project and the amount of the request and/ or the value of his or her match. Personnel salaries 

should be reasonable for the services rendered, conform to the established written policy of your 

organization, and consistently apply to both federal and non-federal activities. Personnel costs do not 

include the cost for the services of consultants and contractors. Those should be listed in the contractual 

section. Personnel salaries are considered reasonable to the extent that is consistent with what is paid 

for similar work within the organization or comparable to the labor market in which the organization

competes for the kind of employees involved. The U.S Bureau of Labor Statistics contains wage data 

available by area and occupation that can be used as the basis for your personnel salary. Refer to 2 CFR 

§ 200.430 for more information.

Fringe Benefits 

The fringe benefits are allowances and services provided by employers to their employees as

compensation in addition to regular salaries and wages. Fringe benefits include, but are not limited to 

the cost of leave, employee insurance, pension, and unemployment benefits. Provide the fringe benefit 

rates for each of the project’s salaried employees listed above. The costs of fringe benefits should be 

reasonable and in line with the established policies of your organization. If the fringe is higher than 35% 

you must provide a justification. Refer to 2 CFR § 200.431 for more information.

Travel

Travel costs are the expenses for transportation, lodging, subsistence, and related items incurred by 

employees who are in travel status on official business of the non-federal entity. Such costs may be 

charged on an actual cost basis, on a per diem or mileage basis in lieu of actual costs incurred, or on a
combination of the two, provided the method used is applied to an entire trip and not to selected days

of the trip and results in charges consistent with those normally allowed in like circumstances in 

accordance with non-federal entity's written travel reimbursement policies. Travel must be integral to 

the purpose of the project, necessary for the individual(s) from the applicant organization participating 

in the project and cost must be reasonable and consistent with the organization’s travel policies.

Explain the purpose of each Trip Request. Travel costs do not include the cost for travel of consultants or 

contractors, which should be included in the contractual category. Please note that travel costs are

limited to those allowed by formal organizational policy and for employees working directly on the 

project and in the case of air travel, project participants must use the lowest reasonable commercial 

airfares. For recipient organizations that have no formal travel policy and for-profit recipients, allowable 

travel costs may not exceed those established by the Federal Travel Regulations, issued by GSA, 

including the maximum per diem and subsistence rates prescribed in those regulations. This information 

is available at http://www.gsa.gov.

Refer to 2 CFR § 200.475 for more information.

Equipment 

Describe and justify any general orspecial purpose equipment to be rented or purchased under the

grant. ‘‘Special purpose equipment’’ is tangible, nonexpendable, personal property having a useful life of

more than one year and an acquisition cost that equals or exceeds $5,000 per unit and is used only for

research, medical, scientific, or other technical activities. Purchase of general-purpose equipment is not 

allowable under this grant, but you may rent. The rental of "general purpose equipment’’ must also be

described in this section as long as grant funds will be used to rent an equipment. Equipment must be 

used for project-related functions. If funded, applicants must maintain records and perform a physical 

inventory every two years of the equipment acquired with grant funds. The equipment also includes 

accessories necessary to make the equipment operational. Items with a unit cost of less than $5,000

should be categorized as supplies, pursuant to 2 CFR Part 200. Refer to 2 CFR § 200.313 for more 

information.

Supplies 

Supplies mean all tangible personal property other than those listed under the equipment section. List 

the materials, supplies, and fabricated parts costing less than $5,000 per unit and describe concisely how

they will support the purpose and goal of the proposal. Refer to 2 CFR § 200.314 for more information.

Contractual 

Contractual and subaward services are to be carried out by an individual or organization, other than the 

applicant, in the form of a procurement relationship. This includes contractual, consultant, and subaward 

agreements that are an integral part of the completion of the project. Contractual/consultant costs are 

expenses associated with purchasing goods and/or procuring services. The applicant should provide a 

preference for acquisition of goods, products, and services produced in the United States, per 2 CFR §

200.322. A subaward is an award provided by the non –federal entity to a subrecipient for the

subrecipient to carry out part of a federal award received by the non-federal entity. If there is more than 

one contractor or consultant or subaward, each must be described separately. Applicant must provide a 

concise description of the scope of work or services to be provided. The organization must award 
contracts or subawards only to responsible contractors or individuals that can perform successfully 

under the terms and conditions of the proposed agreement. The applicant and NOT AMS is responsible 

for the settlement of all contractual or subaward issues such as disputed, protests, and claims unless it is 

primarily a federal concern. AMS reserves the right to request organization procurements policies and 

final executed contracts at any time. Refer to 2 CFR§ 200.317 through 2 CFR § 200.327 for more 

information.

Other 

Include any expenses not covered in any of the previous budget categories. Be sure to break down costs

into cost/unit. Expenses in thissection include but are not limited to, meetings and conferences,

communications, rental expenses, advertisements, publication costs, participant support costs, and data 

collection. Applicant must describe how the items listed fit the project activities.

Indirect 

Indirect costs (also known as “facilities and administrative costs”—defined at 2 CFR §200.1) represent 

the expenses of doing business that is not readily identified with a particular grant, contract, or project

function or activity, but is necessary for the general operation of the organization and the conduct of 

activities it performs. For the indirect cost formula and additional information, refer to Section 4.6.1 of 

the RFA. If no indirect cost is requested leave blank. The full amount or a portion of the indirect cost can

be used as match or cost sharing. Please see section 4.6.2 of the RFA. Refer to 2 CFR § 200.414 for more 

information.

Applicants who have a Negotiated Indirect Cost Rate (NICRA) must submit a copy of its approved NICRA

with their application. If an applicant does not have a current negotiated rate (including provisional) 

they may elect to use the de minimis rate of 10% of the modified total direct cost (MTDC). Applicants 

must exclude the following cost in their calculations when determining MTDC:

• Equipment

• Capital expenditures 

• Charges of patient care

• Rental costs

• Tuition remission 

• Scholarships and fellowships

• Participantsupport costs

• The portion of each subaward in excess of $25,000

Program Income

Program income is gross income earned by a recipient or subrecipient under a grant—directly generated 

by the grant-supported activity or earned only because of the grant agreement during the grant period 

of performance. Program income includes, but is not limited to, income from fees for services 

performed; the sale of commodities or items fabricated under an award (this includes items sold at cost 

if the cost of producing the item was funded in whole or partially with grant funds); registration fees for 

conferences, etc. AMS authorizes the use of program income through the additive method as described 

in 2 CFR § 200.307(e)(2). Any program income generated during the grant period must be used to
further the objectives of the project. If the project is expected to generate income as part of the grant 

activities, you must include the estimated amount and explain how it will be reinvested in the project. If

awarded, you will have to record any program income and report to AMS using the Federal Financial 

Report (SF-425). Program Income cannot be used to meet the match or cost sharing requirements. Refer 

to 2 CFR § 200.307 for more information.