Extension Educational Poster for 2016 NACAA AM/PIC

1. Infante-Casella, M.1, Bamka, W.2, Komar, S. 3 , Schilling, B. 4, Reyonlds-Allie, K.5
1Agricultural Agent/Associate Professor, Rutgers New Jersey Agricultural Experiment Station Cooperative Extension, Clayton, NJ, 08312
2Agricultural Agent/Associate Professor, Rutgers New Jersey Agricultural Experiment Station Cooperative Extension, Westampton, NJ, 08060
3Agricultural Agent/Associate Professor, Rutgers New Jersey Agricultural Experiment Station Cooperative Extension, Newton, NJ, 07860
4Extension Specialist in Agricultural Policy, Rutgers New Jersey Agricultural Experiment Station, New Brunswick, NJ, 08901
5Agricultural Agent/Assistant Professor, Rutgers New Jersey Agricultural Experiment Station Cooperative Extension, Belvidere, NJ 07823
http://agritourism.rutgers.edu/training
Examples of Threats:
• Neighbor conflicts
• Federal, state, local regulations
• Law suits
• Poor economy
• Weather conditions
• New pest outbreak
• Road closures
Abstract:
Strength, Weakness, Opportunity and Threat (SWOT) analysis is a common business planning and management tool. SWOT analysis is an
excellent tool for farmers with direct marketing and agritourism operations. The Rutgers Agritourism Working Group teaches SWOT analysis to
both farmers and undergraduate students. This is accomplished via extension education programs and an on-campus course (AFS 011:020:315 -
Direct Marketing and Agritourism). SWOT lectures at 4 educational conferences were presented to 212 farmers in 2015-2016. During the 2015
fall semester, 17 undergraduate students were taught SWOT analysis and performed hands-on analysis during 2 farm visits. Strengths and
weaknesses are the internal factors that can be controlled by the farmer. Assessing strengths often identifies roles and talents of each family
member or manager, farm assets, and the ability to produce and market farm products. Objectively evaluating an operation’s weaknesses may be
difficult, but can reveal needed improvements and identify performance concerns. Assessing opportunities and threats identifies factors attributed
to external sources not controlled by the farmer. Opportunities such as high per capita income of area residents or current market trends may
positively influence the farm business. Conversely, threats identified as not controlled by the farm can be potentially detrimental. Examples of
threats include storm damage, poor economy, or overburdening regulations. Farmer self-assessment using SWOT analysis has been well
received and continues to be taught in extension educational events to help improve farm management.
NJ farms may be surrounded by or near residential
development. This can be an opportunity for retail
marketing or a threat of potential nuisance
complaints.
Pick-Your-Own farm in Central New Jersey
What is a SWOT Analysis:
A strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or
business venture. It involves defining the objective of the business venture or project and then identifying those internal and
external factors both favorable and unfavorable to achieving that objective.
Internal Factors:
Strengths – What you can control and what aspects you have already or will improve.
Weaknesses – Things that will hinder the business, but are under your control and you can try to improve.
External Factors:
Opportunities – Features of the community or environment that enhance the business, but you have no influence over, for the most part.
Threats – Issues in the community or environment you have little or no control over that can harm the business.
Examples of Strengths:
• Family/Co-Owners commitment
• Farming experience
• Knowledge and experience growing diverse crops
• Marketing experience
• Land quality, suitability
• Financial stability
• Location
• Communication skills
• Staff/Labor
• Strong business plan and common goals set
Examples of Weaknesses:
• Lack of commitment
• Lack of experience
• Poor soils
• Labor shortage/untrained staff
• Differences of opinions with family/co-
owners
• Lack of goal setting
• Financial issues
• Poor communication skills
Examples of Opportunities:
• Excellent location for retail sales
• High per capita income area
• Other businesses in the area that attract
customers
• Healthy eating trends
• Buy local movement
• People attracted to working on farms and
learning about where food comes from