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Sell What You Grow

Sell What You Grow. 10 Ways to Market your Products… Locally and Regionally. Cinda Williams. The Basics of Direct Marketing. Capture more of the profit Reduce agricultural risk Develop unique product identity. www.sare.org. “Direct to Consumer” Connection.

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Sell What You Grow

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  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 • Reduce agricultural risk • Develop unique product identity www.sare.org

  3. “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

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

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

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

  7. 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).

  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 1994, there were 1,755 markets. In 2004, there were 3,706 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: www.ams.usda.gov/farmersmarkets

  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.” -- Ernie Bohner, Persimmon Hill Berry Farm

  14. Producers consideringpick-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 • Targeted advertisement • Effective answering machine message • 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. Farm Stands • Feature high-demand items, such as fresh-picked sweet corn • Pick locations near busy roads • Familiarize yourself with regulations governing food products

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

  19. Ag Tourism http://www.10000trails.com/agritourism/

  20. Entertainment Farming Tips • 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

  21. If considering an Ag Tourism enterprise… Natural Resources Conservation Services (NRCS) has an excellent publication www.nrcs.usda.gov/technical/ress/altenterprise/

  22. Community Supported Agriculture • Subscription farming • What? • How often? • Where? • Cost? • Requires advanced planning • 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.” -- Molly Bartlett, CSA farmer, Hiram, OH

  24. Check out Helsing Junction Farm athttp://www.helsingfarmcsa.com

  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” http://www.csacenter.org/

  27. 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

  28. Cooperative Marketing One successful example: Oregon Country Beef

  29. “… 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 http://www.oregoncountrybeef.com/

  30. More information on rural cooperatives: • Visit USDA Rural Development site www.rurdev.usda.gov/rbs

  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: http://www.ncba.org/

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

  33. http://www.sarep.ucdavis.edu/cdpp/selldirect.pdf

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

  35. 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.ruralroots.org/farmfreshfood.asp

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

  37. MeatProcessing 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/sjc_fpc.html

  38. For more information about meat processing regulations in Idaho: • Idaho Health and Welfare • http://www.healthandwelfare.idaho.gov/ • 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) www.sare.org / (301) 504-5230 • Alternative Technology Transfer for Rural Areas (ATTRA) www.attra.org / (800) 346-9140

  40. Resources (continued): • USDA Farmer Direct Marketing www.ams.usda.gov/directmarketing • North American Farm Direct Marketing Assn. www.nafdma.com

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