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Developing Marketing Plans and Strategies for Limited Resource Producers of Underserved Commodities in North Carolina StrikeForce Counties

Nelson Brownlee and James Hartsfield

Summary

Small and limited resource farmers are faced with many challenges as they attempt to manage risks associated with farming. They need the ability to deal with risks that come with new attractive farming opportunities. Project goal was to assist limited resource producers in responding to marketing risk. Applied education consisting of three sequential workshops in both Lumberton and Clinton (6 total) supplemented by personal assignments and individualized counseling was delivered to 62 producers via a partnership of subject matter experts and local educators. The primary outcome was for participants to understand marketing principles well enough to establish a written goal for each decision variable of marketing risk specific to their farm, (product, price, place, promotion, place) delineate for each goal at least three specific actions to reach those goals, and commit to follow through and implement their personal marketing plan. There were 47 participants who completed their personal marketing plans. Those producers reported spending an average of 61.8 hours completing homework assignments. At the end of the reporting period 17 participants had accomplished all actions they had specified in their plans, and 32 had completed at least 10 tasks each. Some of the actions taken included: creating social media and personal web pages, developing a customer list, selling at local farmers markets, and becoming GAP certified. With these tools, local farmers can build the confidence they need to deal with future risks and opportunities.

Details

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