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Marketing & Promotion

Marketing & Promotion. Creating the tools you need. This Ain’t No Ordinary Chicken. Conventional farmers have a huge array of materials and resources available to them Outside the conventional box there is nothing Create your own. Have a story. See, Smell & Taste. Engage all the senses

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Marketing & Promotion

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  1. Marketing & Promotion Creating the tools you need

  2. This Ain’t No Ordinary Chicken • Conventional farmers have a huge array of materials and resources available to them • Outside the conventional box there is nothing • Create your own

  3. Have a story

  4. See, Smell & Taste • Engage all the senses • Create good visuals – posters, labels, website, displays, table tents • Show the animals • Show the product • Show the farm & the farmers • Cook it – bring the aroma • Offer free samples • Provide recipes

  5. See, Smell & Taste • Can’t afford the fancy visuals? • Photograph the farm • Photograph the family • Photograph what you do

  6. Sales • Know the rules of salesmanship • Greeting • Dress • Etiquette • Promptness • Be an expert on your product

  7. Be Honest • About the product • How does it look? • How does it cook? (apron cards) • How does it taste?

  8. Be Honest • About what you can deliver • Don’t promise the impossible to get the sale • Develop a reputation for quality and integrity • Know when to say “yes” and when to say “no”

  9. Know the Product

  10. Know the Product

  11. Chicken Products • Whole Roasters • 90% of market • 3# • Cost: $8.50 • Sell for $11 • CA cut • 2 legs • 2 thighs • 2 wings • Split breast • 2.5 # • Cost: $9.50 • Sell for • Deboned & Deskinned • Breast meat = $5.50/# • Dark meat = $2.00/#

  12. Timing & Cost • Majority of cost is in first 5 weeks • Bigger chicken brings less per pound • 1.5 pound dressed = $5.00 / pound • 3.5 pound dressed = $4.00 / pound • 5–6 pound dressed = $2.50 / pound

  13. Know the Market • Fresh • Refrigerated • Frozen • Wholesale • Retail • Direct to Consumer • Whole Bird • Cut Up (California Cut) • Specialty Cuts • Breast • Deboned & skinned • Dark meat

  14. Invite the Public • Open the doors to the farm • Have a bio-security plan and stick to it • But make them feel welcome!! • Be candid

  15. Invite the Chefs • Restaurant day at the farm • Invite chef, owners AND wait staff • Show, tell, share, listen • Provide table cards (cheap advertising) • Be candid

  16. Get It In Writing • Contracts answer questions about who is responsible for what • Contracts with farmers • Contracts with buyers • Contracts with transport

  17. Generating Visibility • Access • Expertise • Internet • Quality • Other

  18. Push -- Pull Quantity Quality

  19. Push -- Pull Genetic Diversity (Healthy) Genetic Uniformity Product Variability Product Consistency

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