Focus - Fresh Market and Direct Marketing Strategies

Focus – Fresh Market and Direct Marketing Strategies

Small farms are increasing in numbers according to the U.S. Census of Agriculture, with many raising specialty crops for direct marketing to consumers. ¹ Each year AgrAbility receives inquiries from individuals interested in changing their production system or starting an agriculture operation that accommodates a disability. Whether these individuals are interested in growing organic blueberries or specialty beans, one important consideration is marketing.

For growers of fresh vegetables and fruits, direct marketing (selling directly to the consumer) may bring the best price. Marketing begins with understanding the consumer’s needs and preferences.

Today, more consumers buy from local producers because they trust those growers to provide quality produce. Consumer preference fosters direct marketing strategies for producers to “capture a much higher share of the consumer food dollar when they market their product directly to consumers.” ²

On-farm sales, roadside stands, and farmer’s markets are common direct marketing strategies for producers. Some producers opt for less traditional strategies, such as house-to-house delivery, subscription farming, community-supported agriculture (CSA), and catalog sales. ³ Regardless of how producers market their produce, limited harvest time and increased labor requirements need consideration. A grower with a disability must to consider his or her own physical abilities and limitations, as labor is often intensive.

On-Farm Sales

Word-of-mouth advertising can be effective, but is dependent on farm location. If consumers cannot find the producer, it is hard to sell the produce. Sometimes additional marketing strategies are needed, such as road signage on major highways, local ads, or news stories about the farm operation to build clientele.

Pick-your-own (PYO) or U-pick operations are probably the most common type of on-farm sales. At a PYO, consumers harvest the produce reducing labor costs to the farmer. These savings, however, may result in produce damage-loss and could become an expensive trade-off. The popular trend of agri-tourism results in many PYOs looking for ways to entertain the consumer. Corn mazes and hayrides are examples of agri-tourism operations. Liability, zoning and health ordinances, and business and sales taxes are some additional areas to research for on-farm sales. ⁴

“Value-added agriculture” is another option for on-farm sales. Donnie McQuinn, the Kentucky farmer featured in the client story, created a business relationship to sell berries not sold at market to a local business that produces jams and jellies year-round. By freezing the extra berries, he is able to supply this value-added business with fruit outside the berry harvest season.

Roadside Stands

Location is key to marketing through a roadside stand. Some state departments of agriculture and grower associations develop information to help consumers locate roadside stands. Staffing to operate a stand is a significant cost factor. Some producers find creative ways to resolve this issue by hiring youth or retirees. If the stand is close to the farm operation, an “honor” system with a lock box may be used.

Farmer’s Markets

Currently more than 3,700 farmer’s markets operate in the U.S. ⁵ Many farmer’s markets are located in cities and small towns and operate only during growing season. Other markets have grown into permanent sites and operate year-round.

Travel distance, space expense, and consumer interest factor into the pros and cons of selling at a farmer’s market. Each farmer’s market has its own set of rules for sellers and permit requirements. Before deciding to sell at a market, many producers spend time at the market visiting with sellers and consumers to get a feel for the “market environment.”

Resources

Researching direct marketing strategies helps producers decide what agricultural operation works best in accommodating their disabilities. There are numerous decision-making tools for marketing available, such as:

BACK: Client Story: Donnie McQuinn

NEXT: Accommodating a Disability on Fresh Market Farms

In This Issue
Section 1: Client Story Section 2: Focus Section 3: Assistive Technology Notes	Section 4: State Project Feature Section 5: References Section 6: Contacts