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3. 2023 Extension Risk Management Education National Conference

Market Channel Analysis for Specialty Crop Operators

Ryan Pesch

Summary

Many specialty crop operators manage risk through their marketing mix, combining direct and wholesale marketing channels to move products and realize profitability. The challenge, however, relates to managing associated marketing costs across multiple market channels and deciding on the best overall marketing mix to maximize returns and meet holistic farm goals.

This presentation will share experience in the field collecting, analyzing, and benchmarking market channel data from 10 specialty crop operators in Minnesota and how it was used to inform participants' marketing decisions. The market channel analysis has also been applied in other Extension programming with specialty crop operators such as general marketing workshops and this presentation will highlight its use and value to participants in those settings. The session will also touch on a new FINPACK tool for use in future marketing channel analysis efforts.

Details

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