1. Harnessing the Sustainable Advantage through Farm Direct Marketing Sustainable Small Farming and Ranching

2. Direct marketing success  Quality  Diversification  Identification of your niche

3. Quality is Everything  Sell quality  Professionalism  Presentation

4. Diversification to reduce risk  Use a combination of marketing methods Increases sales Spreads out labor Diversification helps promote stability and sustainability Diversification helps promote stability and sustainability Photo by Rural Roots

5. Diversification to reduce risk Click on image to start video

6. Diversification to reduce risk Click on image to start video

7. Diversification: extending the market season Click on image to start video

8. Identification of your customers  Who are your customers? Where they live and shop What they want; when How much they would use Photo by Rural Roots

9. Customer values  Health conscious?  Concern about the environment?  Support of farmers? Photo by Rural Roots

10. The Sustainable Advantage:  Your uniqueness cannot be duplicated  Identify your unique characteristics  Clearly define your product niche

11. Quote of the day: Your uniqueness is your only source of profitability that cannot be competed away, and thus, is the only source of sustainable profits. - John Ikerd

12. Attracting customers to your farm Collaborating with neighboring farmers to attract the local community: http://www.festivalofpumpkins.org/ http://www.appleorchardtours.com/events.htm http://www.sweetonions.org/festival/2007/ http://www.lavenderfestival.com/ http://www.trailingofthesheep.org/

13. What are the unique qualities of YOUR products or services?

14. Market your message  In everything you do  More information is better Photo by Diane Green, Greentree Naturals

15. Relationship marketing Communication Relationships Customer Loyalty Communication Relationships Customer Loyalty

16. Tell your story  The farm  Your farming practices  How to use products  Benefits of products Photo by Rural Roots

17. Know the facts  Trends  Your competition  Regulations  Liability insurance

18. Get Help from your Friends  Partner with other groups Non-profits, Extension, agencies farm tours, buying guides, farm events  Attend conferences, workshops Photos by Rural Roots

19. Have a Plan…  Business plan is a roadmap to success  Yearly sales goals  Markets identified  Distribution plan Photo of Helsing Junction Farm, WA

20. Monitor your progress  Keep marketing records  Assess costs and benefits  Did you meet your goals?  Identify problem areas Photo by Rural Roots

21. Summary  Quality and diversification  Know your product, message and customer  Capture the sustainable advantage  Market that uniqueness in all you do – tell your story  Build relationships  Know the facts  Ask for help  Have a plan  Monitor and revise

22. Parting Thoughts Do what you love, love what you do…

23. Credits Presentation developed by Cultivating Success TM : Sustainable Small Farms Education. Photos provided by Cultivating Success staff unless otherwise noted. Video segments taken from: “Riley Creek Blueberry Farm: A Case Study of a Small-Acreage Farm” produced by Ben Troka, University of Idaho College of Agriculture and Life Sciences. Copywrite 2002, University of Idaho Extension. “Nothing But Herbs: A Case Study of a Small-Acreage Farm” produced by Ben Troka, University of Idaho College of Agriculture and Life Sciences. Copywrite 2001, University of Idaho Extension.