The demand for local, organic, farm fresh meat and vegetables has been on the rise for the last several years.
This means that people are actively seeking out this type product.
Many “marketing type” farmers have been enjoying increasing sales every
According to Finding Dulcinea, In
Indiana, the number of small farms increased by almost 80 percent from
2002–2007. Greg Preston, director of the Indiana Agricultural Statistics
Service, told the Indy Star, “We are getting a lot of newer farmers
coming in that are smaller—going into direct marketing, specialty
products, organics, locally grown, this type of stuff.”
My farm has been struggling to meet the demand since shortly after we
started selling direct. That is in part because I come from 25 plus
years of sales and marketing experience.
But it’s also because the market for local farm food is growing and
I’m enjoying the fact that people are actively looking for farms like
But I’ve been around enough new and emerging markets to know that won’t always be the case.
Take for instance the big mortgage boom up to about 2008. I owned a
company that used mortgage lending as a way to grow our business. We
used many different mortgage companies and brokers all over the United
There was a mortgage broker on every corner. Many of them were so
busy that they wouldn’t even talk to us about working with them. They
had more business than they could handle! New mortgage companies were
starting up daily.
Because it’s pretty easy to take a client who has an 8 percent
mortgage and put them into a new one at say 5.5 percent. I mean how much
sales and marketing does it really require?
The broker simply says “Mr. Jones we can reduce your mortgage payment
by $200 a month and give you a rate that’s 2.5 percent lower than what
So for marketing all they had to do was let people know they were
open for business and give some teaser rates on the radio or internet
and people flocked in to refinance.
But ever so slowly I started getting phone calls from those brokers
who didn’t want to work with me a couple of years before. They were
seeing a slow down in the refinance craze. They didn’t necessarily say
that to me but I knew what was happening.
The demand was slowing and the competition was getting fierce.
Fast forward another year and many of those shops were out of business and gone forever.
Who was left?
The companies that had focused on running a lean and mean mortgage
shop and had focused on developing long term marketing strategies. They
did honest business and had a long term mindset.
How does this relate to small farms?
Because sooner or later the demand is going to slow down and the competition is going to get fierce.
Take the previous quote from Dulcinia. There was a eighty percent
increase in small farms in Indiana from 2002 – 2007. That means there
were a whole lot more farmers supplying the market in Indiana than
Now if several of those farms were near you…you noticed it!
Farmer’s markets are increasing by leaps and bounds. Farmers are
seeing prices come down to be able to move their goods as they face the
Wal-Mart shopping mentality.
So called “farmers” are bringing in produce from the wholesale house
and selling it as local. In my area if you go to the farmer’s market to
sell pork or beef, you will be competing with all the butcher shops in
CSA’s are exploding all over the U.S…..
Folks – times are changing.
Don’t get me wrong competition is a good thing,
BUT IT WILL CHANGE THE WAY YOU MARKET IF YOU’RE GOING TO STAY PROFITABLE AND KEEP THE DOORS OPEN.
Then add to that huge corporations are working night and day to
fleece the consumer into believing that their food is really pretty much
the same as what you can buy off a small farm.
Big agriculture is teaching their farmers how to relate to the public
and present themselves as the only solution to the food shortage. They
are talking about using Facebook and Twitter to reach out to their
Grocery stores are featuring local farmers that supply them with produce.
Localharvest recently reported many CSA’s experience as high as a 40 percent turnover each year.
Losing that much business
per year is unsustainable. If you have to replace that many customers
per year you are swimming up stream on your way to broke.
I was talking to a farmer the other day who said he had a lady call
him about grass-fed beef. By the time he got back to her (a couple of
hours later) she had already found another farmer who had sold her a
quarter of beef.
He got a rude awakening that he’s not the only guy in town with grass-fed beef!
In some ways small local farms supplying people with food is still in it’s infancy. But folks things are changing.
What’s your plan to stay on the cutting edge of this growth and rising competition?
- Do you have system to get new customers?
- What’s your response time when someone calls or emails you?
- How easy is it to do business with you?
- What’s your process for retaining customers and turning them into word of mouth advertisers?
Begin to find answers to these problems now before you end up losing out to the farm that does have it figured out!
Until Next time…
Small Farm Direct MarketingPromote Your Page Too
Posted by David
@ 03:01 PM EST