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Social Media to enhance competitiveness of Small Farmers in South Florida

Fredy Ballen

Summary

The overall objective of the project was to deliver marketing risk management education by teaching small farmers in South Florida the basics of a marketing plan and training them on how to use social media as part of their marketing strategy. The project was implemented against a backdrop of a growing consolidation in food and ornamental retailing and the need for farmers to find alternative outlets to market their products, reduce market risks, and increase profitability. Within this context, social media represents an inexpensive opportunity for farmers to be in direct communication with local consumers, build relationships with the community, and increase their customer base. The deliverables of the project included developing a Social Media for Growers handbook (Spanish and English versions), offering a series of workshops in English and Spanish that provided social media hands-on-training for marketing strategies, providing follow up one-on-one assistance, and creating a YouTube channel with on demand videos about the workshop material.

Details

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