University of Maryland Extension

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 dollar and a higher return per unit sold. It is particularly promising at the rural-urban fringe, where producers can take advantage of specialty market niches and the demand for local and ethnic food and non-traditional products, while promoting agricultural tourism and education.

This publication details the attributes of identifying a target audience and the direct marketing approaches needed to increase profitable sales through direct marketing channels.

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