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Sell What You Grow 10 Ways to Market your Products… Locally and Regionally Cinda Williams.

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Presentation on theme: "Sell What You Grow 10 Ways to Market your Products… Locally and Regionally Cinda Williams."— Presentation transcript:

1 Sell What You Grow 10 Ways to Market your Products… Locally and Regionally Cinda Williams

2 The Basics of Direct Marketing Capture more of the profit Capture more of the profit Reduce agricultural risk Reduce agricultural risk Develop unique product identity Develop unique product identity

3 “Direct to Consumer” Connection “Direct to Consumer” Connection This works to the advantage of both This works to the advantage of both Both develop relationship – TRUST Both develop relationship – TRUST Producer can provide fresh product tailored to customer needs Producer can provide fresh product tailored to customer needs Customers can provide input to grower and refine the product line based on what they purchase Customers can provide input to grower and refine the product line based on what they purchase

4 Direct Marketing Skills “Relationship marketing” - need people skills “Relationship marketing” - need people skills More intensive management More intensive management Produce the highest quality of product Produce the highest quality of product

5 10 Ways to Market your Products Farmers’ markets Farmers’ markets U-Pick U-Pick Farm stands Farm stands Ag Tourism Ag Tourism Community supported agriculture (CSA) Community supported agriculture (CSA)

6 10 ways…continued Grocery stores Grocery stores Restaurant sales Restaurant sales Cooperatives Cooperatives Mail order catalogs/ Internet Mail order catalogs/ Internet Custom sales Custom sales

7 Farmers Markets One of the most common methods of getting your product to the people who want to buy it One of the most common methods of getting your product to the people who want to buy it Good starting point – can help develop customer base for other methods such as subscription sales (CSA). Good starting point – can help develop customer base for other methods such as subscription sales (CSA).

8 People are seeking out locally grown products.

9 Farmers’ Market Growth Increasing in popularity in US. Numbers of markets have increased and sales have increased. In 2004, there were 3,706 markets. In 1994, there were 1,755 markets.

10 Market tips: Colorful, layered displays of your products are enhanced by signs and packaging.

11 Market tips: Prices in round numbers to speed sales and eliminate problems making change

12 To learn more about farmers markets, visit:

13 U-Pick Operations “People don’t come all the way out here to get cheap food. They come because it’s fun and the berries are absolutely fresh.” “People don’t come all the way out here to get cheap food. They come because it’s fun and the berries are absolutely fresh.” -- Ernie Bohner, Persimmon Hill Berry Farm

14 Producers considering pick-your-own will need:  Liability insurance  Space for parking  Ability to supervise customers  Farmside manners

15 The success of pick-your-own is in the details: Good signage location Good signage location Targeted advertisement Targeted advertisement Effective answering machine message Effective answering machine message Creating a pleasant and safe setting for families Creating a pleasant and safe setting for families

16 Farm Stands Customers develop loyalty to the farm Consider costs to build your “stand” structure No transportation cost

17  Feature high-demand items, such as fresh-picked sweet corn  Pick locations near busy roads  Familiarize yourself with regulations governing food products Farm Stands

18 Ag Tourism Agri-tourism or Entertainment farming Agri-tourism or Entertainment farming Great diversity in what farms can offer Great diversity in what farms can offer Provides an “on-farm” experience Provides an “on-farm” experience

19 Ag Tourism

20  Producers need good “people” skills  Tourism offices can help bring customers  Contact the state Dept. of Agriculture for help with farm festivals and other events Entertainment Farming Tips

21 If considering an Ag Tourism enterprise… Natural Resources Conservation Services (NRCS) has an excellent publication

22 Community Supported Agriculture Subscription farming Subscription farming What? What? How often? How often? Where? Where? Cost? Cost? Requires advanced planning Requires advanced planning Experience in production Experience in production

23 Community Supported Agriculture “ We want our customers to be more sensitive to the farm situation. The more they understand the connection of family farms to healthy communities, the better for us.” “ We want our customers to be more sensitive to the farm situation. The more they understand the connection of family farms to healthy communities, the better for us.” -- Molly Bartlett, CSA farmer, Hiram, OH

24 Check out Helsing Junction Farm at Check out Helsing Junction Farm at

25 When evaluating CSA, consider:  Proximity to customers  Willingness to give customers something extra  Variety of products  Ability to distribute produce

26 CSA information For more information and to view the directory visit the “Robyn Van En Center for CSA Resources” For more information and to view the directory visit the “Robyn Van En Center for CSA Resources”

27 Cooperative Marketing Group of farmers pool their products to meet a demand for a specialized product Group of farmers pool their products to meet a demand for a specialized product Legal cooperatives or collaborative agreements Legal cooperatives or collaborative agreements Someone to lead the marketing and management efforts Someone to lead the marketing and management efforts

28 One successful example: Oregon Country Beef Cooperative Marketing

29 “… Individual family ranchers are directly responsible to the meat manager and end customer for both eating quality and claims on growing practices.” “… Individual family ranchers are directly responsible to the meat manager and end customer for both eating quality and claims on growing practices.” - Quote from the Oregon Country Beef web site

30 More information on rural cooperatives:  Visit USDA Rural Development site

31  Do adequate market research and business planning  Join a marketing club or networking group to pool skills To learn more about cooperatives, visit the National Cooperative Business Association at: To learn more about cooperatives, visit the National Cooperative Business Association at:

32 Upscale restaurants and specialty stores pay top dollar for quality produce and hard-to- get items. Direct Sales to Restaurants

33

34 Develop a plan before you start What is the purpose? How will you manage the site? How will you ship the products? Mail Order/Internet

35 Let the Internet work for you Promote your products and availability Promote your products and availability Sell your products Sell your products Have your own web site or get listed in a online guide or directory Have your own web site or get listed in a online guide or directory

36 Custom Meat Sales Sell whole, half or quarter animals Sell whole, half or quarter animals Use custom meat packing places in your location Use custom meat packing places in your location

37 Meat Processing Issues Meat Processing Issues When you get higher volume and/or want to sell by the cuts – you will need to find a local processing facility. When you get higher volume and/or want to sell by the cuts – you will need to find a local processing facility. Mobile meat processing unit owned by Lopez Community Land Trust Mobile meat processing unit owned by Lopez Community Land Trust

38 For more information about meat processing regulations in Idaho: Idaho Health and Welfare Look under “Health” and then “Food Protection” – go to “Food Safety” for a link to local health district

39 Resources:  USDA Sustainable Agriculture Research and Education (SARE) / (301)  Alternative Technology Transfer for Rural Areas (ATTRA) / (800)

40 Resources (continued) :  USDA Farmer Direct Marketing  North American Farm Direct Marketing Assn.


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