Customers

The USDA’s first survey of Local Food Marketing Practices, conducted in 2015, found 167,009 U.S. farms sold $8.7 billion in edible food directly to consumers, retailers, institutions, and local distributors. Consumers accounted for 35 percent of these direct food sales, and retailers, 27 percent. Direct farm sales include both fresh foods and processed or value added products such as bottled milk, cheese, meat, jam, cider, wine, etc.

Loyalty programs have proven themselves to be one of the best most effective marketing tools retail markets and service providers can implement for increasing revenue and repeat customers. As many as 84% of consumers say they are more apt to stick with a brand that offers a loyalty program and 66% of customers say the ability to earn rewards changes their spending behavior.

Just before Christmas, the USDA released the results of its first Local Food Marketing Practices Survey. The survey asked about the marketing of food directly from farm producers directly to consumers, retailers, institutions, and a variety of local food intermediaries such as distributors and wholesalers that market and sell locally branded products.

Despite months of sales disruptions across every retail category, people are now eager to “get out and do or buy something.” Agritourism activities and events remain popular this year, abet different in activities and protocols. Cashless and online ordering are now the expected forms of purchasing. Holiday shopping for anything from Halloween costumes to Thanksgiving turkeys, and even Christmas gifts, has already begun.

You have a quality product. You’ve identified your target customers and crafted your promotional materials for that audience. But, consumers have so many buying outlets and product options, how can you convince them to them to choose yours? It’s a crowded marketplace out there.

In March 2020, one in three people in the United Sates ordered food on-line with the expectation it would be delivered to their door. The hybridization of both direct and online sales channels has only accelerated as retailers, producers, and food entrepreneurs double down their efforts to capture more sales. Whether you have already pivoted to an e-commerce platform or are still considering building an on-line catalog, here are some important considerations for maximizing your e-commerce efforts.

Farmers’ markets (FMs) could be considered the original flag bearer of the local foods movement. They represent one avenue in addressing customer demand for “locally grown” and provide a means for farmers to capture 100% of the customer dollar. FMs may also increase customer loyalty and create noneconomic benefits and ties between farmers, consumers, and communities.

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’ appetites, buying preferences, and cooking preferences will drive what we should produce and market. While predictions of interest in charred foods, algae grown proteins, and insects as a food source trending as “micro livestock” are interesting, there is solid support for the following food preferences in our region.

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.

Memorial Day and the July 4th holiday are behind us and Labor Day will be here before we know it. This triumphant of summer holidays is just a prelude to the busy fall and holiday season ahead. These are your money-maker times and the pressure is on to push sales, manage additional workforce, deal with the whims of Mother Nature, and try to still find time for family and friends. You’re stressed and it’s easy to let everyone know it- family, customers, and your workers.