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Teaching Direct Marketing and Small Farm Viability: Resources for Instructors, 2nd Edition. Unit 5 - Marketing Basics


Marketing is often the most daunting task for beginning farmers, and with competition increasing in the organic sector, it has become an even more essential component of a farm’s overall business plan. Implementing a successful marketing plan requires a set of analytical and human relations skills that are distinct from but that compliment those used in production agriculture.

Ongoing growth in the organic sector has increased competition in the marketplace (including more and larger companies), but also has increased awareness of, demand for, and opportunities to market organic products. Market research and analysis of farm production and sales records can help the farmer identify profitable products and market outlets. Customer relations always have been, and continue to be central to a successful marketing strategy. Finally, social media technologies, while providing new marketing opportunities, require developing additional skills and time to use them effectively. This section provides an overview of some basic marketing elements.

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