University of Maryland Extension

Marketing challenges and opportunities

Summary

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...

Digital marketing tools

Urban Ag home | Table of contents As mentioned earlier, if you don’t have a website, you don’t exist. Working with a website developer to create your website is well worth the investment, however there are some low cost options on the market including user-friendly website builders such as...

Building your brand

Urban Ag home | Table of contents While you don’t need to be a graphic designer or best-selling author, you do need to be thoughtful about how your present yourself. Not only will you tell your story through words, but images, too. The most widely used image will be your logo. There is no mistaking...

Creating a brand through your story

Urban Ag home | Table of contents How you will present “your story” to your target market? People buy from people. Your best branding asset is you! Before you think about a logo and other marketing collateral, you need to be able to tell your story in a way that’s concise yet compelling. Your story...

4. Promotion

Urban Ag home | Table of contents Once you have established what your product is, where you are going to sell it, and how much you are going to sell it for, it’s time to promote it. But what does that mean and entail for an entrepreneur? Promotion is communicating with your customers about the...

Which markets fit your operation?

Urban Ag home | Table of contents Producers must learn how to combine different market outlets that suit their production cycles in order to maximize profits. To do that, careful evaluation of what buyers want/need before making production decisions can help producers decide which market outlets...

Value-added processing for urban farmers

Urban Ag home | Table of contents For urban farmers whose production is limited by space or other constraints, value added processing provides a way to increase the profitability of harvest. When deciding what product to produce and sell, research your target market and distribution outlets to...

Non-direct marketing alternatives

Urban Ag home | Table of contents Figure 6: Products like jams and pickles can be a good way to add value to produce that would otherwise sell at a low price or go to waste. However, food safety and labeling regulations are much more rigorous for value-added products than for fresh produce. Photo...

Direct marketing alternatives

Urban Ag home | Table of contents Figure 4: Roadside stands can be convenient for both producers and customers. But be sure to check local zoning and permitting rules. Photo by Edwin Remsberg, © University of Maryland—AGNR Image Library Using a direct marketing outlet allows growers to capture the...

3. Place

Urban Ag home | Table of contents Growers in Maryland have several marketing alternatives. Each alternative has characteristics that make it more advantageous for different types of producers. Important factors to consider when choosing a market or combination of markets include: the volume of...

Pages

Maintained by the IET Department of the College of Agriculture and Natural Resources. © 2020. Web Accessibility