MARKETING LOCAL FOODS

Ivory HarlowFarmer, Business Owner, Marketer, Grant Reviewer and Eater of Local Foods

WHAT ARE YOUR GOALS? Scale up to serve larger markets Achieve economies of scale with increased production Enter new markets, create new markets Sell more products: specialty, value-added Diversify product line Enrich community, build economy Retain more dollar: production, processing, supplies

WHAT ARE YOUR CONCERNS? Limited time Limited labor Limited distribution Limited production Perishable product timeline Waste, product loss “We are farmers, not marketers.” Advertising is expensive and often ineffective Seasonal product and/or markets Price points

BETTER TOGETHER SMALL PRODUCERS ACHIEVE BIG GOALS Capture greater market share Pool production for savings: processing, distribution, supplies, labor Brand recognition Compete with large volume producers, in large volume markets Access to resources for producer groups Shared target customers One stop shop with diverse product offerings Greater influence to bargain and negotiate Inspiration, motivation, everyone has a stake in success! Focus on what you do best.

WHAT IS YOUR PRODUCT?LOCAL

Value, competitive advantage Consumer awareness and demand Growing market share Increased support by Gov and private institutions Premium prices, plus more dollar retained New market opportunities for local products

Local is important to you and valuable to your customers.

WHO ARE YOUR CUSTOMERS?

Your customers value LOCAL Create customer profile Market research, interviews, observations

Find more ‘like’ customers, serve existing customers with products that appeal

Successful farmers focus on their customers and how to serve them.

True or False? “Everyone is my customer because everyone eats.”

The better you know your customer, the better you can serve him, and exceed his expectations.

WHO ARE YOUR COMPETITORS?Same market, same customersCompetitive advantage

Satisfied customers come back with friendsBuild competitive advantage by asking customers what they want and serving it with a smile.

Sometimes competitive advantage has nothing to do with your product.

DISCOVER OPPORTUNITIES

Resources to find:Established marketsNew markets

Marketing channels are easy to find, profitable markets are not.

MEASURE MARKETSQuantify with dataQualify with observation and interviewsChoose market channels that:

Standout markets will “just make sense”

Match goalsServe target customersSupport production levelAppropriate for distribution Low barriers to entryProven profitabilityResponsive to customers and vendorsGrowth opportunities

.A TO .B STRATEGYFeasibilityCo-op development and formationSWOTBusiness planTechnical assistance, consulting, and counseling

Grants

RESOURCES Extension Ohio Agricultural Research and

Development Ohio Proud CIFT Mid America Cooperative Council SBDC OCDC USDA

Agricultural Marketing Service Rural Development Local Foods Promotion Program Value-Added Grant Famers Market Promotion Program Banks Attorneys Accountants