1. Ginger S. Myers Extension Marketing Specialist and Director, Maryland Rural Enterprise Development Center University of Maryland Extension 310-432-2767 gsmyers@umd.edu

2. Defining Marketing Options 1.What will it realistically take to achieve your goals from a resources perspective? 2. How long will it take?

8. Direct marketing involves selling agricultural products directly to the consumer (e.g. PYO, roadside stands, farmers markets, ecommerce, etc.)

9. Dissatisfaction with low farm gate prices. Dissatisfaction with low farm gate prices. Retail buyer consolidation. Retail buyer consolidation. Urban sprawl. Urban sprawl. Consumer interest in food safety & origin. Consumer interest in food safety & origin. Increased emphasis on convenience and Increased emphasis on convenience and value added (less volume purchasing). value added (less volume purchasing).

11. CAN PROVIDE Alternative income streams. Helps to preserve small farms. Helps to preserve small farms. Outlet for organic/specialty niches. Outlet for organic/specialty niches. Capture greater share of consumer dollar. Capture greater share of consumer dollar. Able to be their own boss/do their own thing – less dependent on wholesale. Able to be their own boss/do their own thing – less dependent on wholesale.

12. Pick-Your-Own Can work for seasonal produce like berries. –Have a phone with an answering machine that gives prices and operating hours. –Provide an educational setting for small children. –Display clear signs with rules and prices

13. Agri-Tourism Inviting the public onto the farm. Agritourism can take many forms including retail sales, hay rides, corn mazes, pick-your-own operations, and use of woodlands on farms for hunting, hiking, horseback riding, and other activities. There may be educational components including programs for schoolchildren and elderhostel tours, as well as exhibits and demonstrations tailored to specific visitor groups. Farms may combine retail sales and tours with accommodations such as bed and breakfasts and farm-stays.

14. Farm Stands and Roadside Markets Location is everything. –Successful when it features one or two high-demand items (watermelon,sweet corn).

15. Farmers’ Markets There were 76 Farmers’ Markets in Maryland in 2008. Markets are in every county and the City of Baltimore. Instant feedback on your products. Opportunity for on-the-job training.

16. CSA- Involves a single farmer, sometimes a group, selling “shares” or “subscription” at the beginning of the season and then delivering (or providing for pick-up) baskets of whatever is produced. Community Supported Agriculture

17. Specialty Markets Ethnic produce. –Have a commitment from potential buyers before growing the product. –Must be able to consistently supply product. Sales to Restaurants –Talk to chefs and specialty buyers before growing the crop. –Pre-processed produce may be required.

18. Not having a website is like not having a telephone. Use to tell your story. Map, hours of operation, directions. Sign-up, newsletters Internet sales?

19. Think outside the box- Just because you don’t grow something now doesn’t mean you can’t grow it in the future. Go to local farmers’ markets and see what’s there( and what’s not there). Talk to contacts and see if local chefs are buying local products. Consider tourism outlets. Talk to other producers to hear what has worked and what hasn’t. Contact Extension, NRCS, etc regarding the prohibitive potential of your property.

20. Strengths and Weaknesses- usually internal factors that you can control. Opportunities and Threats- Usually external factors you can’t control Understanding trends, customer buying “hot buttons” and industry issues is your best “Risk Management” tool for dealing with EXTERNAL Factors.

23.  Niche/cache marketing is not a panacea for production agriculture’s problems.  Less capital intensive is not the same as less management intensive.  Land-use regulations may limit added value enterprises and entertainment, yet these activities may be necessary to justify  Higher land-related costs.