Marketing priorities for farmers markets

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Presented to Virginia Farmers Market Managers to educate on marketing priorities facing farmers markets. Highlights emerging consumer trends and applicability to farmers markets.

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Marketing priorities for farmers markets

  1. 1. Marketing Theresa J. Nartea, Marketing & Agribusiness Extension Specialist Virginia Cooperative Extension, Virginia State University Box 9081, Petersburg, VA, [email_address] 804-524-5491
  2. 2. FM Marketing Priorities <ul><li>Consumer Values </li></ul><ul><li>Food Values </li></ul><ul><li>Market Trends </li></ul>
  3. 3. Marketing Priority #1 Offer
  4. 4. What Do Customers Value? Focus on meeting customer needs for: Kotler, P., & Keller, K. L. (2009). Marketing Management . Upper Saddle River: New Jersey. Pearson Prentice Hall.
  5. 5. Convenience Quality & Delivery Service Acceptable PRICE Get Right the First Time On Time How Customers are Treated Information, Care, Consideration Distance, Time, Remembering Ease of the Event Transaction Expanding Value Concept Brunt, D. & Kiff, J. (2010). Creating lean dealers . Retrieved from http://www.leanuk.org/pages/research_sales_intro.htm
  6. 6. Value Strategy for Farmers Markets
  7. 7. Marketing Priority #2 Let’s Talk Food Values!
  8. 8. Food is a Common Value Demographic characteristics have little influence on people’s food values. Food is of value to all people independent of income, race, age, or education. Lusk, J. L., & Briggeman, B. C. (2009). Food values. American Journal of Agricultural Economics, 91( 1), 184-196. doi:10.1111/j.1467-8276.2008.01175.x
  9. 9. Food Value in Order of Importance <ul><li>Safety </li></ul><ul><li>Nutrition </li></ul><ul><li>Taste </li></ul><ul><li>Price </li></ul><ul><li>Natural </li></ul><ul><li>Convenience </li></ul><ul><li>Appearance </li></ul><ul><li>Environmental Impact </li></ul><ul><li>Fairness </li></ul><ul><li>Tradition </li></ul><ul><li>Origin </li></ul>Lusk, J. L., & Briggeman, B. C. (2009). Food values. American Journal of Agricultural Economics, 91( 1), 184-196. doi:10.1111/j.1467-8276.2008.01175.x
  10. 10. safety The extent to which consumption of food will not cause illness Lusk, J. L., & Briggeman, B. C. (2009). Food values. American Journal of Agricultural Economics, 91( 1), 184-196. doi:10.1111/j.1467-8276.2008.01175.x
  11. 11. Food Safety Cooking Classes <ul><li>Preserve Safe </li></ul><ul><li>Store Safe </li></ul><ul><li>Grill Safe </li></ul><ul><li>Cook Safe </li></ul>Photo credit: http://www.fcnp.com/images/stories/012/checvalenciagood.jpg
  12. 12. Food Safety Information http://www.foodsafety.gov
  13. 13. Food Safety from Farm to Plate
  14. 14. nutrition Amount and type of fat, protein, vitamins, and other nutrients contained in food Lusk, J. L., & Briggeman, B. C. (2009). Food values. American Journal of Agricultural Economics, 91( 1), 184-196. doi:10.1111/j.1467-8276.2008.01175.x
  15. 15. Medical Related Diets Dairy-free Gluten-free Low Fat Low Sodium Soy Sugar Conscious Vegetarian Wheat-free
  16. 16. Losing Weight Health Magazine & Ladies Home Journal promoted “ The Farmers Market Diet.” Introduce customers to diet and offer products related to the menu plan!
  17. 19. Medical Related Diets Dairy-free Gluten-free Low Fat Low Sodium Soy Sugar Conscious Vegetarian Wheat-free
  18. 20. Cosmetic Foods anti-aging Healthy Hair http://www.webmd.com Dark Green Vegetables Beans Nuts Poultry Eggs Whole Grains Oysters Low Fat Dairy Carrots Glowing Skin http://www.webmd.com Low Fat Dairy Berries Plums Walnuts Flax Seed Olive Oil Whole Grains Turkey Nuts Photo Credit: http://en.sial.fr/ExposiumCms/cms_sites/SITE_508003/images508003/logo_food_beauty.jpg, http://www.nyofficelady.com/wp-content/uploads/2010/11/healthy-hair.jpg
  19. 21. Food Medicine: Nutraceuticals Boosting Immunity http://online.prevention.com/flu_immunity/list/1.shtml Yogurt Oats Barley Garlic Fish Chicken Tea Beef Sweet Potatoes Mushrooms Healthy Blood Pressure http://www.mypyramid.gov Sweet Potatoes White Potatoes Beans Tomatoes Beet Greens Soybeans Lima Beans Winter Squash Spinach
  20. 22. http://www.ars.usda.gov/ Search: USDA Nutrient Database
  21. 23. taste The extent to which consumption of the food is appealing to the senses. Lusk, J. L., & Briggeman, B. C. (2009). Food values. American Journal of Agricultural Economics, 91( 1), 184-196. doi:10.1111/j.1467-8276.2008.01175.x
  22. 24. http://www.eatwell.gov.uk/
  23. 26. price The money that is paid for the food Lusk, J. L., & Briggeman, B. C. (2009). Food values. American Journal of Agricultural Economics, 91( 1), 184-196. doi:10.1111/j.1467-8276.2008.01175.x
  24. 27. A Farmers Market Value Menu? Photo Credit: https://ae0afba34b-custmedia.vresp.com/0d96dd114a/Braintree%20FM%20Email%20art.jpg <ul><li>BOGO </li></ul><ul><li>10 for $10, 2 for $3 </li></ul><ul><li>Coupons </li></ul><ul><li>Frequent Shopper Cards & Rewards </li></ul>
  25. 28. Marketing Priority #3 Incorporate Trends
  26. 29. Timing is Everything! Reference: Tsai, E. (2010). When to adopt social media for your company. Retrieved from http://designdamage.com/blog/index.php/200909/when-to-adopt-social-media-for-your-business/ Innovators 2.5% Early Adopters 13.5% Early Minority 34% Late Minority 34% Laggards 16% Profit Opportunity Mass Market
  27. 30. Top Consumer Trends for 2011 Reference: Trendwatching. (2010). 11 crucial trends for 2011. Retrieved from http://trendwatching.com/trends/pdf/trendwatching%202010-12%2011%20TRENDS%202011.pdf
  28. 31. Top Three Food Trends for 2011 Reference: National Restaurant Association (2010). Chefs survey: What’s Hot in 2011. Retrieved from http://www.restaurant.org/pdfs/research/whats_hot_2011.pdf
  29. 32. Putting Trends Together Ranking #13 on Food Trends: Reduced Prices for Mini-Meals Half Portions Smaller Portions & Value Meals Ranking #3 on Food Trends: Sustainability of, relating to, or being a method of harvesting or using a resource so that the resource is not depleted or permanently damaged #1 Locally Sourced Meats & Seafood #2 Locally Grown Produce #10 Farm Branded Ingredients #12 Locally produced alcohol
  30. 33. Top Marketing Trends for 2011 References: Trendwatching. (2010). 11 crucial trends for 2011. Retrieved from http://trendwatching.com/trends/pdf/trendwatching%202010-12%2011%20TRENDS%202011.pdf Wang, J. & Ohngren, K. (2010). 2010 10 and ½ trends to watch. Retrieved from http://www.entrepreneur.com/trends/index.html
  31. 34. Marketing Priorities Wrap Up <ul><li>Target Consumer Values </li></ul><ul><li>Focus on Food Values </li></ul><ul><li>Apply Market Trends </li></ul>
  32. 35. Thank you & Questions Theresa J. Nartea, Marketing & Agribusiness Extension Specialist Virginia Cooperative Extension, Virginia State University Box 9081, Petersburg, VA, [email_address] 804-524-5491

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