University of Maryland Extension

Summary

Author: 
Ginger S. Myers, Extension Specialist, Marketing, University of Maryland Extension and Kim Rush Lynch, Extension Educator, University of Maryland Extension
Post date: 
Nov 27, 2019

Urban Ag home | Table of contents

Pursuing the correct marketing channels can be just as important to the success of a farm as its production practices. The four P’s of marketing are product, price, place, and promotion. What are the benefits and attributes of your product? What price are you going to charge for your product? In what place will you sell your product? How will you promote your product to customers? To answer these questions, you will need to learn more and make decisions about many topics, including customer values, costs of production, market prices, direct and non-direct market outlets, branding, and digital marketing tools. Whether you are growing herbs for high-end restaurants or vegetables for your neighbors, taking the time to develop a marketing plan will help ensure that what you’ve spent so much time growing actually gets where you want it to go.

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Tags: 
From Surviving to Thriving: Strategies for Urban Farm Success
Marketing challenges and opportunities
branding
marketing tools
marketing channels
4 P’s
product
Price
place
promotion
customer
cost of production
digital marketing tools
direct market outlets
non-direct market outlets
marketing plan
production practices
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