Free

Multiple Dates

Marketing Success for Produce Farmers

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Stonewall Farm

242 Chesterfield Road

Keene, NH 03431

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The Monadnock Farm and Community Coalition and Cheshire County Conservation District, in partnership with FamilyFarmed and the USDA, present a FREE, 2-day Forum focused on Marketing Success for Produce Farmers.

Facilitated by Atina Diffley, FamilyFarmed Trainer, organic farmer, and author of Turn Here Sweetcorn: Organic Farming Works. This event is free and open to the public. Lunch will be provided by the Monadnock Food Co-op.

Created by FamilyFarmed.org, with support from the Risk Management Agency of the USDA, this workshop and training materials are meant to help small and mid-acreage fruit and vegetable growers learn best practices, build skills and access some of the resources needed to scale up into wholesale and institutional markets. FamilyFarmed and the USDA are equal opportunity employers.




Day 1: Marketing, Branding, & Promotion
Monday, February 4, 2019
8:30am-4:00pm
Stonewall Farm – 242 Chesterfield Rd. Keene, NH

Day 1 Agenda:
Meet the Needs and Values of Buyers

Who is your customer and why do they buy? Whether you market direct, through wholesale channels or both, marketing is not a passive process. Meeting the needs and values of your customers is fundamental to creating a healthy long-term relationship. Market research starts long before the seed is in the ground. Building and maintaining the relationship requires attention to details from varieties, quality, pricing, communication, sequential planting, quality control, merchandising, trends, and more.

Farm Identified Marketing: Tell Your Farm’s Story

One of the most powerful ways you can create stability in your market is through source-identified product and farm-brand marketing. It isn’t just produce your customers want and need. The opportunity to have a relationship with your farm has a value with a shelf life much longer than fresh food. It also creates goodwill and a committed customer who will support you when disasters hits. To build a committed relationship with your customers learn to tell a compelling story about yourself, your farm, and your products.

8:30 – 9:00 Registration (networking, beverages and food, getting to know you conversation)

9:00 – 10:45 Marketing: Meeting The Needs and Values of Buyers

11:00 – 12:30 Building Healthy Partnerships: Doing Business and Communicating

12:30 – 1:15 LUNCH

1:15 – 2:30 Farm Identified Marketing: Tell Your Farm’s Story

2:45 – 3:45 Develop Your Promotion Plan

3:45 - 4:00 Wrap up, next steps




Day 2: Efficiency & Cost of Production: Postharvest Systems & Crop Planning
Thursday, February 7, 2019
8:30am-4:00pm
Stonewall Farm – 242 Chesterfield Rd. Keene, NH

Day 2 Agenda:

Developing efficient systems will be the overriding theme of this training. Cost-effective and scale-appropriate systems are critical for a small or mid-sized farm to compete in any market. We will talk about applying basic efficiency principals as a fundamental component of our decision making processes and applied to everything we do—from record keeping to postharvest handling, to crop planning.

Success for produce farmers requires good postharvest practices to preserve quality and shelf life, and an understanding of postharvest food safety practices to minimize risks. We will discuss maintaining the cold chain, respiration, harvest, cleaning, cooling, storage, and transportation for maximum shelf life.

Another key component of produce marketing success is timing production to mature for when your market needs it and the ability to accurately forecast maturation and yield. Learn how to design a sequential planting/harvest plan, including when to plant, which cultivars, and how to adjust plantings based on weather and markets. Other benefits of crop planning include maximizing space and fertility, extended harvest windows, maximizing space and farm profits, creating continuous supply, and optimizing quality and yield.

8:30 – 9:00 Registration (networking, beverages and food, getting to know you and check in on Day 1)

9:00 – 10:45 Cost of Production and Efficiency

11:00 – 12:30 Postharvest Handling, Cold Chain and Handling

12:30 – 1:15 LUNCH

1:15 – 2:30 Intentional Crop Planning To Meet Market Needs And Maximize Profits

2:45 – 3:45 Recordkeeping Strategies and Systems

3:45 - 4:00 Wrap up, next steps




Both workshops are relevant and applicable to both wholesale and direct market farmers. Farmers will create their individual plans based on the markets they choose to serve. Farmers will also have the opportunity to explore the needs of markets they don’t serve as a market assessment process. Discussions will focus on developing scale-appropriate, cost-effective strategies.

Farmers are encouraged to come to one or both workshops. Participating farmers can choose to recieve either FamilyFarmed's Direct Market Success Manual or Wholesale Success manual (a $75 value!). Attend both workshops and receive both manuals!

Please visit FamilyFarmed website for more information their Farmer Training programs.




Thank you to our partners on this event: Vital Communities, UNH Cooperative Extension, National Center for Appropriate Technology (NCAT), NH Food Alliance, Food Connects, Monadnock Food Co-op, Brattleboro Food Co-op, Monadnock Buy Local, NH Farm Bureau, Windham County NRCD, NH Community Loan Fund, Hillsborough County Conservation District, Sullivan County Conservation District.

For questions or more information, please contact Roe-Ann Tasoulas of the Monadnock Farm and Community Coalition at coordinator@mfccoalition.org

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Location

Stonewall Farm

242 Chesterfield Road

Keene, NH 03431

View Map

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