University of Maryland Extension

marketing

Emerging Models for Direct-to-Consumer Marketing

Business planning - graph and marketing plan
Mastering Marketing - June 2018 “You never change things by fighting an existing reality. To change something, build a new model that makes the old model obsolete.” – Buckminster Fuller I ran across this quote in my morning reading just before going into a meeting with some of the University of...

Market Season-Ready, Set, Sell

Customer purchasing an apple at a Farmers Market
Mastering Marketing - April 2018 Despite the colder temps and slow start to the growing season, farmers markets, roadside stands and on-farm markets, need to get ready for sunnier days and the first flush of customers looking for fresh local produce, fruits, and other locally produced foods. How...

Maryland’s Expanding Value-added and Craft Movement

Plum Jam
Mastering Marketing - February 2018 I attended this year’s “Maryland’s Best Expo” organized by the Maryland Department of Agriculture to highlight Maryland products to a wide variety of buyers. This year’s offerings featured value-added products from at least three - quarters of the attending...

Matching Products to Customer Appetites in 2018

Root Vegetables
Mastering Marketing - January 2018 Every December I enjoy reading food trend predictions for the coming year from a variety of sources such as the Specialty Foods Association, the American Restaurant Association, Packer magazine, and a host of foodie blogs. There’s no doubt that customers’...

Is Diversification Your Ultimate Goal?

Bulls eye with dart
Mastering Marketing - October 2017 Farmers are repeatedly advised to diversify into new enterprises in order to generate additional income. It’s not unusual for me to visit a farm that grows vegetables, fruit, has some livestock for direct marketing meats, chickens for eggs, offers agritourism...

Applying the Pareto Principle in Your Marketing—the 80/20 Rule

80/20 Pareto Principle
Mastering Marketing - September 2017 In 1906, an Italian economist named Vilfredo Pareto created a mathematical formula to describe the unequal division of wealth in his country. The Pareto principle (also known as the 80/20 rule or the law of the vital few) states that in many cases, roughly 80%...

Farm to Door─Should You Offer a Product Delivery Service?

Maier's Kew-Bee Bread Delivery Truck
Photo Credit: Alden Jewell - Maier's Kew-Bee Bread Truck by Boyertown Body Works Mastering Marketing - August 2017 Meal kits and delivery services seem to be the current “hot button” trends in direct farm marketing. Food tech is big these days. Blue Apron and the Amazon’s purchase of Whole Foods...

Christmas in July─Getting Your Social Media Marketing into Holiday Mode

cell phone laying over a computer keyboard; image on phone has social media icons
Mastering Marketing - July 2017 With July temperatures approaching triple digits, it’s hard to start thinking about holiday marketing plans. For many that would be the Christmas season but, for direct farm marketers, the “holidays” encompass the Labor Day weekend, a six-week period in the Fall that...

Food Preferences and Purchasing Trends─Getting Out Ahead of the Curve

Food Trends
Mastering Marketing - June 2017 During a recent webinar that I led addressing vending at Farmers’ Markets, a participant asked how to discover food trends and consumer purchasing preferences. While we discussed several resources for searching out “what’s hot and what’s not”, the real key to keeping...

NIche Marketing-Outside of the Box, but in the Black

The Mid-Atlantic Region, which Maryland anchors, is the 4th most populous region in the country. This offers tremendous direct-to-consumer markets as well as institutional markets such as schools, colleges, and governmental agencies. Direct marketing can give farmers a larger share of the food...

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