Marketing Options Beyond the Nearest Farmers Market

John PikeDeborah Cavanaugh-Grant

Ellen PhillipsUniversity of Illinois Extension

708-352-0109 ephillps@illinois.edu

The Local Foods Frenzy

• Increasing Consumer awareness and demand• Increasing number of NEW Farmers Markets• Grocery, restaurant, distributors positioning in

response to demand– And transportation costs

• Producers positioning to supply produce

Marketing Options• Direct to Consumer

– Farmers Market– On-Farm Market– CSA

• Wholesale– Distributor– Grocery– Restaurant

Differing Opinions on Opportunity

Local Food Buyers

Direct Marketing◦ The customer is the consumer/end-user◦ Main thoughts of the purchasing decision

Quality product Trust of the producer Emotion

About the customer

About the Customer

Wholesale Marketing◦ Main thoughts of the purchasing decision

Quality, trust of producer, accurate invoicing, professionalism, competitive pricing, packaging, communication, delivery, storage capability, Guarantees, Farm Safety Plan, Third Party Verification/Audit, Traceability, Insurance, etc.

. A Food Industry “Match Maker”

MarketMaker Welcomes 3 New States in 2010

Taste of the States

Food productsHighlighted in rotating banner ad

Business Spotlight

Click through on Business Spotlight provides detailed production and contact information

Now In Season

IL Farmers Market Search

Market Research

Select your target market with census tract demographic

profiles and business searches

Find high income or ethnic populations or Retail outlets serving those neighborhoods

Customized census profiles

Detailed Searches

Buyers can use MarketMaker to find suppliers too. This search has identified producers of certified organic sunflower designated by blue dots

Search By Certification

Monthly News Letters for Subscribers

Featured Groups

What’s Next?

• Additional search options for Consumers• Agritourism MarketMaker• Institutional Buyers Portals

– Sourcing needs– Delivery specification– Food safety requirements

• Farm to School• Food Banks• Mobile Apps

University of Nebraska – LincolnInstitute of Agriculture and Natural Resources

The Food Processing CenterJill Gifford 402-472-2819

• From Recipe to Reality– Decision making tool to start a food manufacturing

business– Chicago April 15

• Better Process Control School for Acidified and Low Acid Canned Foods– April 11-13, Lincoln Nebraska

• National Small Food Manufacturer Conference• May 23-24, Omaha, Nebraska

• Better Process Control School– October 4-7, Lincoln, Nebraska

Ellen PhillipsUniversity of Illinois Extension

708-352-0109 ephillps@illinois.edu