University of Maryland Extension

Marketing challenges and opportunities

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...

Resources for pricing

Urban Ag home | Table of contents Several sites on-line provide excellent resources for checking weekly produce prices based on regional markets. A link to these resources will be at the end of this chapter. Previous page: Where to begin Next page: 3. Place

Where to begin

Urban Ag home | Table of contents Setting your price requires knowing who your customers are and what they are willing to spend on products like yours. It is vital to know your cost of production per item type since pricing below that will mean marketing at a loss. It also requires knowing your...

2. Price

Urban Ag home | Table of contents Whether you’re gearing up to sell at a farmers’ market, through your roadside stand, or by private contract, you cannot thrive in business today without a pricing strategy. The price you set for your product must fall between two points: what the customer is...

Customers and the competition

Urban Ag home | Table of contents Do you know what your competition is up to? If not, you could be headed for trouble because ignorance isn’t bliss when it comes to your competition. There is always competition. Even if you’re the only urban grower in town, you face competition from the sale of...

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