Identifying and reaching your target market can be one of the most important yet challenging things you can do as a farm business owner. Learn from marketing expert, Rick VanVranken, Rutgers Agricultural Agent!
1. Identifying and Reaching your
Target Market
Rick VanVranken
Rutgers Cooperative Extension-
Atlantic County
6260 Old Harding Hwy.
Mays Landing, NJ 08330
609-625-0056
vanvranken@njaes.rutgers.edu
4. Rick VanVranken, Agricultural Agent
Cooperative Extension of Atlantic County
If I grow it, they will come!
Won‘t they?
5. Rick VanVranken, Agricultural Agent
Cooperative Extension of Atlantic County
Not your grandparents‘ farm anymore!
Marketing your Produce
Producing for your Market!
Finding your Target Market
Reaching your Target Market
If you grow it, they will come
only if you can answer …
6. Rick VanVranken, Agricultural Agent
Cooperative Extension of Atlantic County
Knowing Your Market – The Most
Challenging Part of a Business Plan
―Can you tell me how to find
customers for my products?"
"How much can I expect them
to buy?‖
―…probably the most troubling
business questions that
agricultural extension educators
hear from small farm operators.‖
Charles Schlough. 2001. Knowing Your
Market – The Most Challenging Part of
a Business Plan. Smart Marketing
newsletter, Dept Applied Economics &
Management, Cornell Univ.
7. Rick VanVranken, Agricultural Agent
Cooperative Extension of Atlantic County
What do ‘they’ want?
Some like them hot,
some like them hotter, …
Scotch bonnet/habanero
Jalapeno,
Cayenne
Pablano,
Anaheim
Thai
8. Rick VanVranken, Agricultural Agent
Cooperative Extension of Atlantic County
…but some like them mild!
Have you asked?
10. Rick VanVranken, Agricultural Agent
Cooperative Extension of Atlantic County
#1 Rule in Marketing
Give the consumer
what he/she wants!
Grow the right crop
Harvest at correct stage
Package appropriately for
the customer/consumer
Avoid costly mistakes
Keep the buyer happy!
11. Rick VanVranken, Agricultural Agent
Cooperative Extension of Atlantic County
The Food Chain
from Farm to Plate
Farmer Cooperative
Retail Store/
Restaurant
Processor
Broker/Buyer/Shipper
Direct Market
Farm Market
Tailgate
CSA
Mail Order/I-net
Consumer
18. Rick VanVranken, Agricultural Agent
Cooperative Extension of Atlantic County
Finding your Target Market
How?
Primary Research— just ASK!
In-person
Surveys
Coupons
Visit the community
Markets
Trade shows
Events
Read about them and what
they read
Trade publications
Food magazines
Secondary Research
US Census
National MarketMaker
WorldCrops.org
Pay for a market
analysis?
Private
Extension
County or Municipal
Planning/Economic
Development office
Better Business Bureau
19. Rick VanVranken, Agricultural Agent
Cooperative Extension of Atlantic County
Ask What?
Consumers
How much do they normally
buy?
How frequently do they shop?
Do they prefer or only buy
local, organic, IPM?
Will they pay a premium for
local, organic, IPM and how
much?
Where do they shop now?
Do they prefer to visit a farm,
a community farmers’ market,
a retail market, or have it
delivered?
How far are they willing to
drive to a farm?
What else would entice them
to buy your product?
Wholesalers
How much volume they would
use?
When would they want it
Are particular varieties
preferred?
At what stage should it be
harvested?
What type of packaging
would be required?
Will food safety certification
would be required, and if yes,
which kind?
What price range would they
expect to pay?
Will they pay a premium for
local, organic, IPM and how
much?
20. Rick VanVranken, Agricultural Agent
Cooperative Extension of Atlantic County
Market Analysis Describes
the product or service,
the estimated size of the market in terms of volume
of product or amount of service,
the segment of the market you expect to serve, and
the geographic area you will serve
Dean McCorkle and David Anderson. 2009. Niche Marketing. Texas
A&M Extension.
21.
22.
23.
24. Distribution of Selected Asian & Hispanic Ethnic Populations in the Northeast
Based on Richard VanVranken, Rutgers University NJAES Cooperative Extension
MD
MD
MD
MD
MD
MD
MD
MD
MD
MA
MA
MA
MA
MA
MA
MA
MA
MA
NJ
NJ
NJ
NJ
NJ
NJ
NJ
NJ
NJ
NY
NY
NY
NY
NY
NY
NY
NY
NY
PA
PA
PA
PA
PA
PA
PA
PA
PA
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Asian Indian
1895452, 35%
Chinese
2106202, 29%
Filipino
640030, 27%
Japanese
163464, -5%
Korean
739428, 22%
Vietnamese
349454, 23%
Mexican
2109372, 49%
Puerto Rican
5030220, 16%
Cuban
423070, 16%
% of Total Northeast Ethnic Population in each State
EthnicGroup,Size&%Growth2000to2010
CT
DE
DC
ME
MD
MA
NH
NJ
NY
PA
RI
VT
WV
Data: US Census 2010 and 2000. Graph prepared by Y. Han
25. Distribution of Selected Asian & Hispanic Ethnic Populations in the Northeast
Based on Richard VanVranken , Rutgers University NJAES Cooperative Extension
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
CT DE DC ME MD MA NH NJ NY PA RI VT WV
EthnicGroupPopulation(2010)
% of Total Northeast Ethnic Population in each State
Cuban
Puerto Rican
Mexican
Vietnamese
Korean
Japanese
Filipino
Chinese
Asian Indian
Data: US Census 2010
Graph prepared by Y. Han
26. Rick VanVranken, Agricultural Agent
Cooperative Extension of Atlantic County
Census Data Reveal
Market Opportunities
What kind of hot
peppers should I
grow?
34. Rick VanVranken, Agricultural Agent
Cooperative Extension of Atlantic County
Communicate-ADVERTISE
Word of Mouth
Direct Mail
Post cards
Newsletters
Merchandising
Signs – on site or off
Packaging and Display
Traditional Media
Classified Ads
Newspaper Ads
Radio
Television
Social Media
Email
Website
Blogging
Reaching your Target Customer
35. Rick VanVranken, Agricultural Agent
Cooperative Extension of Atlantic County
Guerilla Marketing
Down on the Farm
―Matty Matarazzo, media-
whiz owner of Matarazzo
Farms…is a master of
using the media to gain
free publicity.‖
―…an album full of press
clippings… largely as the
result of sending out at
least one news release a
week.‖
—from Sell What you Sow by Eric
Gibson
36. Rick VanVranken, Agricultural Agent
Cooperative Extension of Atlantic County
―We can spend thousands of
dollars on
advertising, commercials and
radio … none give us the most
important reward of the press
release—credibility.
Robert ―Matty‖ Matarazzo
38. Rick VanVranken, Agricultural Agent
Cooperative Extension of Atlantic County
Communicate & Advertise
Word of Mouth
Direct Mail
Merchandising
Traditional Media
New Social Media
Primary Research
ASK!
Visit the community
Read about them and what
they read
Secondary Research
US Census
National MarketMaker
WorldCrops.org
Target YOUR Customers
FIND them - REACH them -
39. Rick VanVranken, Agricultural Agent
Cooperative Extension of Atlantic County
Search for ‘Marketing Matters’ at http://www.growingproduce.com
40. Rick VanVranken, Agricultural Agent
Cooperative Extension of Atlantic County
Identifying and Reaching your
Target Market
Rick VanVranken
Rutgers Cooperative Extension-
Atlantic County
6260 Old Harding Hwy.
Mays Landing, NJ 08330
609-625-0056
vanvranken@njaes.rutgers.edu
Archived at: https://www.facebook.com/AnniesProjectNJ