MARKETING

With the booming growth of organics in the U.S., farmers face opportunities and challenges in connecting their product with customers. Consumers tired of tasteless supermarket produce and factory–raised meat (and with increasing concerns about food safety issues) want fresh food with flavor, as well as more control over their food supply, and are willing to pay a premium price for it.

A marketing plan is an integral part of any farm business plan. It is not a separate component. Marketing decisions will affect the rest of the business as farmers look to both maximize profits and reduce risk. Balancing these two objectives will be unique to each farmer’s situation and goals.

Many growers are looking to direct marketing strategies as an alternative to conventional marketing systems. Direct marketing can give the farmer a larger share of the food dollar. For some farmers, adding value or marketing some minimally processed farm products directly to the consumer is a way of enhancing financial viability. However, finding the right niche and marketing directly to the public is a hard and labor–intensive job requiring time and effort, creativity, ingenuity, sales expertise, and the ability to deal with people in a pleasant and positive manner. Farmers must be absolutely sure they are ready for the job.

Georgia Organics Direct Marketing Tool

If you are interested in learning what marketing strategy might be appropriate for your unique situation, click on the Georgia Organics Direct Marketing Tool. You will be asked a series of questions that will help determine possible marketing scenarios that meet your needs.

This section of our website also outlines the various direct marketing opportunities available to the aspiring farmer including benefits, challenges, examples and tips on each strategy.

For more information on marketing, visit

http://www.sare.org/publications/marketing/index.htm
http://www.attra.org/attra-pub/markres.php#Introduction
http://www.attra.org/marketing.html
http://attra.ncat.org/attra-pub/directmkt.html