Harnessing the Sustainable Advantage through Farm Direct Marketing Sustainable Small Farming and...
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Transcript of Harnessing the Sustainable Advantage through Farm Direct Marketing Sustainable Small Farming and...
Harnessing the Sustainable Advantage through Farm Direct Marketing
Sustainable Small Farming and Ranching
Diversification to reduce risk
Use a combination of marketing methods Increases sales Spreads out labor
Diversification helps promote Diversification helps promote stability and sustainability stability and sustainability
Photo by Rural Roots
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
Customer values
Health conscious? Concern about the
environment? Support of farmers?
Photo by Rural Roots
The Sustainable Advantage:
Your uniqueness cannot be duplicated
Identify your unique characteristics
Clearly define your product niche
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
Attracting customers to your farm
Collaborating with neighboring farmers to attract the local community:
http://www.festivalofpumpkins.org/http://www.festivalofpumpkins.org/
http://www.appleorchardtours.com/events.htmhttp://www.appleorchardtours.com/events.htm
http://www.sweetonions.org/festival/2007/http://www.sweetonions.org/festival/2007/
http://www.lavenderfestival.com/http://www.lavenderfestival.com/
http://www.trailingofthesheep.org/http://www.trailingofthesheep.org/
Market your message
In everything you do
More information is better
Photo by Diane Green, Greentree Naturals
Relationship marketing
Communication Relationships
Customer Loyalty
Communication Relationships
Customer Loyalty
Tell your story
The farm
Your farming practices
How to use products
Benefits of productsPhoto by Rural Roots
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
Have a Plan…
Business plan is a roadmap to success
Yearly sales goals
Markets identified
Distribution planPhoto of Helsing Junction Farm, WA
Monitor your progress
Keep marketing records
Assess costs and benefits
Did you meet your goals?
Identify problem areas Photo by Rural Roots
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
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.