Marketing Plans

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.

August usually sees a plethora of produce, fruits, and value-added products showcasing at the farmers markets and through on-farm retail farm stands. Summer and fall holidays stoke the grilling season for mart producers and the beginning of the school year fuels more demand in market ready wholesale opportunities. Diversifying your market outlets can be good for business, but not if you don’t offer a range of prices that reflect achieve profitability. One price point does not fit all market outlets.

I attended this year’s “Maryland’s Best Expo” organized by the Maryland Department of Agriculture to highlight Maryland products to a wide variety of buyers. This year’s offerings featured value-added products from at least three - quarters of the attending exhibitors. This event could easily be billed as a Maryland Specialty Foods Show too, with the number, variety and quality of value-add products shown, tasted, and sold that day. Kudos to all in attendance. What a change in product offerings from just a few years ago.

I’ve written, taught, and executed marketing ideas and plans for some time now. But, after pages and pages of text and theories, I’ve found marketing really boils down to a couple key concepts executed over three similar categories. And, marketing is truly the root of all profits in any business.

The phenomenal growth in the number of farmers’ markets nationwide can be attributed in part to the increased diversity of products many markets now offer. While fresh fruits and vegetables are still the keystone products, many markets now offer shoppers dairy products, meats, baked goods, and a wide array of specialty food products.

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.

Color is present everywhere and in many places simultaneously. People make up their minds about people or products within 90 seconds of their initial interactions with them. About 62‐90 percent of the assessment is based on colors alone. So, prudent use of colors can contribute not only to differentiating products from competitors, but also to influencing moods and feelings – positively or negatively – and therefore, to attitude towards certain products.

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.

In the opening session of a recent Annie’s Project Class I coordinated, we addressed the topic “The Seven Habits of Highly Effective Farm Women.” It was a take-off modeled on Steven Covey’s (1992) book, “The Seven Habits of Highly Effective People.” In his book, Covey highlights the seven habits of great managers. I think this is a valuable read for any business person. Another great resource for Ag business entrepreneurs is “The E-Myth” a book by Michael Gerber. His book talks about how most of us believe we can succeed as entrepreneurs, when in reality most small businesses fail.

Christmas has not been canceled for 2020! The September 2020, issue of the Mastering Marketing newsletter featured tools for holiday planning.This article builds on those tools and features making specific marketing strategies for the 2020 Christmas season.