Assessing available marketing opportunities
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| How do you gauge the value of a marketing channel? |
Of the roughly $700 billion annual food system value in
the U.S., slightly over $100 billion is the farm gate value for all the food
farmers produce. The remaining $600 billion covers the processing, packaging,
marketing, storage, distribution and transportation between the farm gate and
our dinner table. This difference is what excites many farmers about getting
closer to the final consumer through value-added and direct-to-consumer farm
marketing.
Of course, all this added revenue also comes with added
expenses. If we are considering a new revenue generating enterprise it is best
if we also consider the potential added costs. The challenges of farm
production are many and vary from year to year. When we add the potential
issues associated with our also managing the processing, marketing and
distribution components of a farm-food business our challenges can increase
exponentially.
One method to use for evaluating some of these potential
challenges and the associated costs is referred to as “market channel
assessment.” With this method we explore
the available market channels we could use as both sources of revenue and
expense.
There is an excellent opportunity to enhance your understanding
of accessing marketing channels the second week of December.
Penn State Extension is pleased to announce a workshop
devoted to enhancing farmers’ knowledge and skills for assessing the potential
economic return from the many marketing methods available to them. Those
interested in direct-to-consumer sales will learn with industry experts from
Pennsylvania and New York.
As we probably recognize, there are many ways to sell
direct-to-consumer farm products: farmers’ market, CSA, farm stand, wholesale,
direct to institution, online, u-pick, and more. This workshop will help you
match the right market mix to your customers, your business goals and your
personal skills and resources.
For additional information on this unique program go to
PROFITS:
Choosing Your Marketing Methods Workshop or call Brian
at 610.391.9840
