1. Direct Marketing Prepared by: L. Robert Barber, & Ilene Iriarte For:
Guam Cooperative Extension Service & Guam Department of Agriculture
Funding provided by:
United States Department of Agriculture Natural Resources Conservation Service, Western Region Sustainable Agriculture Research and Education, Administration for Native Americans,, & Sanctuary Incorporated

2. Direct Marketing Market Directly to the Consumers Types
Keep marketing profits
Work as a middle man, less time farming
Types
Roadside Stands
Pick Your Own
Community Supported Agriculture
Truck Neighborhood Delivery, Sales to Chefs
Farmer or Flea Markets

3. Roadside Stands
Can be simple as a pick-up on a roadside or as permanent as a year-round structure
Benefits
Cash sales, immediate payment
Control over prices
Family labor
Receive feedback
Don’t have to pack, size, and label

4. Roadside Stands Disadvantages: Zoning restrictions
Insurance liabilities
Health & Sanitation codes
Long hours (know when to be there)
Distraction from other farm duties

5. Pick-Your Own Customers come to your farm Benefits: Disadvantages:
Harvest your crops
Benefits:
Reduce costs
Fresh produce
Disadvantages:
Safety of customer
Weather conditions
Damage to crops, irrigation systems, & compaction

6. Community Supported Agriculture or Subscription Farming
Customers:
Buy a share in the farm or a percent of the product
Put together a list of produce they want to buy
Shareholders
Decide the type of crops
Pay the growers a sum and production begins
Harvest Time Options
Delivery Service
Pick-up Service
Customer Harvesting
Customers pay farmers final sum

7. Community Supported Agriculture or Subscription Farming
Benefits
Consumer input on crop selection
Prices cover costs
“Shares” sold in beginning of season, few up-front costs are borne exclusively by grower
Agro-tourism potential
Disadvantages:
Works best in Urban areas
Education of shareholders about farming practices
People skills

8. Marketing to Chefs Communication to chefs about:
Types of products they want – only your highest quality
When are busy and slow periods within the day – Give your best service
When they are available for phone calls, ask for direct phone and fax numbers
How much cooler space – How to Package
Payment terms
What you have to offer, seasonality!!!

9. Marketing to Chefs What chefs look for: Pricing your products
Product quality
Availability
Reliability
Pricing your products
Take in to account all costs
Create a balance
Consistency!!
Market research

10. Farmer or Flea Markets Benefits: Cash payment
Prices are normally higher than wholesale
Exemption in size & packaging
Good customer feedback
Insurance is normally handled by market operators
Draws large crowds, lots of products

11. Farmer or Flea Markets Disadvantages:
Limited sales volume, and market hours
Time away from field
Weather Conditions
Space & product limitations
Political & bureaucratic unknowns

12. Farmer or Flea Markets Market Day Considerations:
Is your vehicle large enough
Product, table, chairs, structure, sign, etc.
Know your spot and how to get in and out.
Once market full of people difficult to move vehicle
Shade, Display, protecting your product
Produce doesn’t like wind and heat,
Clean and orderly display
LIST PRICES,
Customers are shy and will not ask a price.
Have materials available to change prices.
Volume or by weight (if weight must have accurate scale).
Have plenty of change, plan on many customers only having 20 dollar bills, some only $100s.
Record all sales

13. Farmer or Flea Markets Market Day Considerations:
Know what you are selling
Be prepared for lots of questions, on variety, spray history (care or recipes).
Printed product information always good.
Walk the market and note what others are selling, what seems to be moving, their prices, display.
Take notes on ideas for next market day.
Know the asking price and the cost of your goods
Some will be willing to pay your price others won’t (have fun, don’t be offended, but don’t loose money)
Offer volume discounts.
Smile and enjoy the people, have a story.