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Teaching Direct Marketing and Small Farm Viability: Resources for Instructors, 2nd Edition. Part 4 - Other Direct and Intermediate Marketing Options

  • Editor(s): Perez, Jan
  • Brown, Martha
  • Miles, Albie
  • et al.
Abstract

Along with Community Supported Agriculture (CSA), there are a number of other direct and intermediate marketing strategies that growers are using to maintain the economic viability of their small farms. This unit introduces students to some of the primary and innovative marketing approaches being used or explored by small-scale producers.

Unit 4.1 – Direct to Consumers—Farmers’ Markets and Roadside Stands, provides an overview of the essential considerations for developing and managing direct market sales through farmers’ markets and roadside stands.

Unit 4.2 – Selling to Restaurants and Retail, introduces students to the steps involved and the opportunities and challenges faced in selling directly to these markets.

Unit 4.3 – Additional Marketing Options, introduces students to some of the newer strategies people are exploring to expand their reach beyond the more standard ways of reaching customers. These include working with faith-based organizations as well as implementing agritourism ventures and eCommerce strategies. It also briefly reviews intermediate strategies such as farm-to-institution, food hubs, and collaborative ventures.

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