Marketing guidepresentationfinal

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Marketing guidepresentationfinal

  1. 2. The Mission <ul><li>A one-stop resource guide to help expand and strengthen agri-businesses in Michigan </li></ul>
  2. 3. Target Audiences
  3. 4. Why Is This Guide Needed? <ul><li>Customers are seeking not only diverse, farm-fresh foods but also a connection to the land. </li></ul><ul><li>Small agri-food entrepreneurs are on the rise. </li></ul><ul><li>The food processing industry is growing. </li></ul><ul><li>Growing food is happening in rural areas, gardens, greenhouses and farms in cities, suburbs and more. </li></ul>
  4. 5. Contents of the Guide
  5. 6. Getting Started (Ch. 1) <ul><li>Selecting a Market that Fits You </li></ul><ul><li>The Local Foods Advantage – Why Sell “Local” </li></ul><ul><li>Market Options </li></ul><ul><li>The Seasonal Nature of Michigan Agriculture </li></ul><ul><li>Creating a Business Plan and Budget </li></ul><ul><li>Resources for Getting Started </li></ul>
  6. 7. Direct Marketing – Producer to Consumer (Ch. 2) <ul><li>Why Direct Marketing? </li></ul><ul><li>Farmers Markets </li></ul><ul><li>Community Supported Agriculture </li></ul><ul><li>Agricultural Tourism (Agri-tourism) </li></ul><ul><li>On-farm Stores, Pick Your Own Operations & Roadside Stands </li></ul><ul><li>Wineries in Michigan </li></ul><ul><li>Online Marketing </li></ul><ul><li>Urban Gardening and Urban Agriculture </li></ul>
  7. 8. Intermediate Marketing – Producer to Buyer to Consumer (Ch. 3) <ul><li>Selling to Intermediate Buyers </li></ul><ul><li>Restaurants and Grocery Stores </li></ul><ul><li>Processors, Distributors and Wholesalers </li></ul><ul><li>Institutional Food Service </li></ul><ul><li>Collaborative Marketing </li></ul>
  8. 9. Market Development (Ch. 4) <ul><li>Developing a Marketing Plan </li></ul><ul><li>Marketing Strategies: Branding, Labeling and Third-Party Certification </li></ul><ul><li>Product Promotion </li></ul><ul><li>International Marketing </li></ul><ul><li>Growing and Adapting Production Practices to Supply Your Market </li></ul><ul><li>Value-added Food Processing </li></ul><ul><li>Pricing Products for Various Markets </li></ul>
  9. 10. Food Safety, Licensing & Labeling Regulations (Ch. 5) <ul><li>Licensing and Regulation Requirements </li></ul><ul><li>Food Safety </li></ul><ul><li>Food Liability and Farm Insurances </li></ul><ul><li>State Regulatory Requirements by Product and Market </li></ul><ul><li>Licensing Requirements for Nursery Stock, Christmas Trees and Floriculture Products </li></ul>
  10. 11. Appendices, Additional Resources <ul><li>General Michigan Industry Resources </li></ul><ul><li>Michigan Commodity Organizations </li></ul><ul><li>Reference Publications </li></ul><ul><li>Acknowledgements </li></ul>
  11. 12. Get the Guide
  12. 13. About the Guide <ul><li>Funded by a USDA Specialty Crop Block Grant </li></ul><ul><li>First edition published in October 2010 </li></ul><ul><li>All materials available online and in CD format </li></ul><ul><li>Compiled by a team at MDA </li></ul>
  13. 14. Contact Information <ul><li>Michigan Department of Agriculture Office of Agriculture Development PO Box 30017 Lansing, MI 48909 517-241-2178 </li></ul><ul><li>www.michigan.gov/mdamarketingguide </li></ul>

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