Harnessing the Sustainable Advantage through Farm Direct Marketing

Sustainable Small Farming and Ranching

Direct marketing success

Quality

Diversification

Identification of your niche

Quality is Everything

Sell quality

Professionalism

Presentation

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

Diversification to reduce risk

Click on image to start video

Diversification to reduce risk

Click on image to start video

Diversification: extending the market season

Click on image to start video

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/

What are the unique qualities of YOUR products or services?

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

Know the facts

Trends

Your competition

Regulations

Liability insurance

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

Parting Thoughts

Do what you love,

love what you do…

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.