Direct farm marketing allows farmers to deliver quality agri-food products directly to the consumer through a variety of marketing channels. Farmers are involved from marketing and selling a product to the end use of consumers.
Selling products directly to consumers is growing in popularity. Prices for produce sold directly to consumers can be substantially higher than typical wholesale prices, however a growing number of health-conscious consumers are willing to find and pay extra for foods they believe are fresh, nutritious, and wholesome. This is an opportunity for producers to target their products to meet the needs of these niche markets.
In addition, direct farm marketing provides a connection between rural food producers and urban consumers. Farmers value relationships built with consumers and appreciate the opportunity to receive immediate feedback on their products.
Are you interested in selling your farm goods directly to consumers?
Direct farm marketing requires having a marketing mindset and being committed to building strong relationships with consumers who want to buy directly from a farm.
In today’s consumer-based and competitive marketplace, you must understand what the market wants, and not what you think it should want.
Ask yourself what the marketplace is looking for, rather than what you should grow or produce to just make money. It is important to learn and understand the difference between what a short-term trend is and what will be a long-lasting product or service.
When choosing what type of operation to pursue, consider your product mix, skills, and market access. The most popular on-farm types of direct farm marketing include:
Roadside / Farm Gate
The roadside stand, wage or small shed is usually located on the farm or at the end of your driveway and sells farm fresh products directly to consumers. This is seasonal in nature, operating only when produce is available. To learn best practices on selling at a farm gate, visit here.
Farm Store / Market
This is a larger and more permanent version of the roadside stand that may operate year-round and offers consumers an alternative to the supermarket. This is located on the farm or on a nearby site, offering better access and allowing for greater traffic volume. In addition, a farm store or market creates opportunity for family or local employment.
Pick-Your Own
In this operation, customers come to the farm, do the harvesting, pay cash for the produce harvested and transports it home. This type of operation lowers the grower’s costs of harvesting, sorting, packaging, and marketing. Customers buys produce during respective peak seasons, while enjoying a pleasant farm experience. Adding activities or information to enhance the pleasant farm experience, can lead to repeat customers.
This type of operation also offers a we-pick service, where the grower harvests the produce at the request of the customer. This is beneficial for customers who want to come to the farm for fresh produce and the experience, but do not want to be involved in the harvest.
Community-supported agriculture (on-farm pick-up or delivery)
Community-supported agriculture is a partnership in which consumers contract or buy shares in farm products in advance, and producers commit to supply a range of products over the entire season. Consumers have the option to participate in planting, cultivation, and harvest, which reduces labour cost and crop waste.
With the recent consumers interest in local food, those who are currently operating a direct farm marketing venture, or are considering it, can benefit greatly by tapping into the right consumer base.