sell what you grow “10 ways to market your products… locally and regionally” sustainable small...
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Sell What You Grow
“10 Ways to Market your Products… Locally and Regionally”
Sustainable Small Farming & Ranching
The Basics of Direct Marketing
Capture more of the profit
Reduce agricultural risk
Develop unique product identity
www.sare.org
“Direct to Consumer” Connection
This works to the advantage of both Both develop relationship – TRUST 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
Direct Marketing Skills
“Relationship marketing” - need people skills
More intensive management
Produce the highest quality of product
Marketing Strategies
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10 Ways to Market your Products
Farmers’ markets
U-Pick
Farm stands
Ag Tourism
Community supported agriculture (CSA)
10 ways…continuedGrocery stores
Restaurant sales
Cooperatives
Mail order catalogs/ Internet
Custom sales
Direct Marketing
Click on image to start video
Farmers Markets 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).
People are seeking out locally grown products.
Farmers’ Market GrowthFarmers’ Market Growth
Increasing in popularity in US. Increasing in popularity in US. Numbers of markets have increased Numbers of markets have increased and sales have increased.and sales have increased.
In 2009, there were5,274 markets.
In 1994, there were1,755 markets.
Market tips:
Colorful, layered displays of your Colorful, layered displays of your products are enhanced by signs and products are enhanced by signs and packaging.packaging.
Market Tips:
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Market Tips:
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Market tips:Prices in round numbers to speed sales and eliminate problems making change
To learn more about To learn more about farmers markets, visit:farmers markets, visit:
www.ams.usda.gov/farmersmarwww.ams.usda.gov/farmersmarketskets
Marketing Tips: packaging, increasing customer base, and bringing people to the farm
Click on image to start video
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.”
-- Ernie Bohner, Persimmon Hill Berry Farm
Producers consideringpick-your-own will need:
Liability insurance
Space for parking
Ability to supervise customers
Farmside manners
The success of pick-your-own
is in the details:
Good signage location
Targeted advertisement
Effective answering machine message
Creating a pleasant and safe setting for families
Farm StandsFarm StandsCustomers Customers develop loyalty develop loyalty to the farmto the farm
Consider costs to Consider costs to build your build your “stand” structure“stand” structure
No transportation No transportation costcost
Feature high-demand items, such Feature high-demand items, such as as fresh-picked sweet cornfresh-picked sweet corn
Pick locations near busy roads Pick locations near busy roads
Familiarize yourself with regulations Familiarize yourself with regulations governing food productsgoverning food products
Farm StandsFarm Stands
Ag Tourism
Agri-tourism or Entertainment farming
Great diversity in what farms can offer
Provides an “on-farm” experience
Ag Tourism
http://www.10000trails.com/agritourism/
Producers need good “people” Producers need good “people” skillsskills
Tourism offices can help bring Tourism offices can help bring customerscustomers
Contact the state Dept. of Contact the state Dept. of Agriculture for help with farm Agriculture for help with farm festivals and other eventsfestivals and other events
Entertainment Farming TipsEntertainment Farming Tips
If considering an Ag Tourism enterprise…
www.nrcs.usda.gov/technical/ress/altenterprise/
Natural Resources Conservation Services (NRCS) has an excellent publication
Community Supported Agriculture
Subscription farming What? How often?Where?Cost?
Requires advanced planning Experience in production
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.”
-- Molly Bartlett, CSA farmer, Hiram, OH
Check out Helsing Junction Farm at
http://www.helsingfarmcsa.com
When evaluating CSA, consider:
Proximity to customers
Willingness to give customers something extra
Variety of products
Ability to distribute produce
CSA information
For more information and to view the directory visit the “Robyn Van En Center for CSA Resources”
http://www.csacenter.org/
Cooperative Marketing
Group of farmers pool their products to meet a demand for a specialized product
Legal cooperatives or collaborative agreements
Someone to lead the marketing and management efforts
One successful example: Oregon Country
Beef
Cooperative Marketing
“… 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 sitehttp://www.oregoncountrybeef.com/
More information on rural cooperatives:
Visit USDA Rural Development site
www.rurdev.usda.gov/rbs
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: http://www.ncba.org/
Wholesale Marketing
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Upscale Upscale restaurants restaurants and specialty and specialty stores pay stores pay top dollar for top dollar for quality quality produce and produce and hard-to-get hard-to-get items.items.
Direct Sales to Restaurants
http://www.sarep.ucdavis.edu/cdpp/selldirect.pdf
Develop a plan Develop a plan before you startbefore you start
What is the What is the purpose?purpose?
How will you How will you manage the site?manage the site?
How will you ship How will you ship the products?the products?
Mail Order/Internet
Let the Internet work for you
Promote your products and availability
Sell your products
Have your own web site or get listed in a online guide or directory
www.localharvest.org and www.eatwellguide.org
Custom Meat Sales
Sell whole, half or quarter animals
Use custom meat packing places in your location
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.
Mobile meat processing unit owned by Lopez Community Land Trust
http://www.lopezclt.org/sard/mpu.html
For more information about meat For more information about meat processing regulations in Idaho:processing regulations in Idaho:
Idaho Health and WelfareIdaho Health and Welfarehttp://www.healthandwelfare.idaho.gov/http://www.healthandwelfare.idaho.gov/
Look under “Health” and then “Food Look under “Health” and then “Food Protection” – go to “Food Safety” for a link to Protection” – go to “Food Safety” for a link to local health districtlocal health district
Resources:
USDA Sustainable Agriculture Research and Education (SARE)www.sare.org / (301) 504-5230
Alternative Technology Transfer for Rural Areas (ATTRA)www.attra.org / (800) 346-9140
Resources (continued):
USDA Farmer Direct Marketing
www.ams.usda.gov/directmarketing
North American Farm Direct Marketing Assn. www.nafdma.com
CreditsPresentation developed by Cultivating Success
TM: Sustainable Small Farms Education. Photos provided by Cultivating Success staff, unless otherwise noted.
Video segments taken from:“Affinity Farm: A Small-Acreage Farm Shares Strategies” produced by Ben Troka, University of Idaho College of Agriculture and Life Sciences. Copywrite 2005, University of Idaho.
“Meadowlark Farm: A Case Study of a Small-Acreage Farm” produced by Ben Troka, University of Idaho College of Agriculture and Life Sciences. Copywrite 2005, University of Idaho.
“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.