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Marketing Options Beyond the Nearest Farmers Market
John PikeDeborah Cavanaugh-Grant
Ellen PhillipsUniversity of Illinois Extension
708-352-0109 [email protected]
The Local Foods Frenzy
• Increasing Consumer awareness and demand• Increasing number of NEW Farmers Markets• Grocery, restaurant, distributors positioning in
response to demand– And transportation costs
• Producers positioning to supply produce
Marketing Options• Direct to Consumer
– Farmers Market– On-Farm Market– CSA
• Wholesale– Distributor– Grocery– Restaurant
Differing Opinions on Opportunity
Local Food Buyers
Direct Marketing◦ The customer is the consumer/end-user◦ Main thoughts of the purchasing decision
Quality product Trust of the producer Emotion
About the customer
About the Customer
Wholesale Marketing◦ Main thoughts of the purchasing decision
Quality, trust of producer, accurate invoicing, professionalism, competitive pricing, packaging, communication, delivery, storage capability, Guarantees, Farm Safety Plan, Third Party Verification/Audit, Traceability, Insurance, etc.
. A Food Industry “Match Maker”
MarketMaker Welcomes 3 New States in 2010
Taste of the States
Food productsHighlighted in rotating banner ad
Business Spotlight
Click through on Business Spotlight provides detailed production and contact information
Now In Season
IL Farmers Market Search
Market Research
Select your target market with census tract demographic
profiles and business searches
Find high income or ethnic populations or Retail outlets serving those neighborhoods
Customized census profiles
Detailed Searches
Buyers can use MarketMaker to find suppliers too. This search has identified producers of certified organic sunflower designated by blue dots
Search By Certification
Monthly News Letters for Subscribers
Featured Groups
What’s Next?
• Additional search options for Consumers• Agritourism MarketMaker• Institutional Buyers Portals
– Sourcing needs– Delivery specification– Food safety requirements
• Farm to School• Food Banks• Mobile Apps
University of Nebraska – LincolnInstitute of Agriculture and Natural Resources
The Food Processing CenterJill Gifford 402-472-2819
• From Recipe to Reality– Decision making tool to start a food manufacturing
business– Chicago April 15
• Better Process Control School for Acidified and Low Acid Canned Foods– April 11-13, Lincoln Nebraska
• National Small Food Manufacturer Conference• May 23-24, Omaha, Nebraska
• Better Process Control School– October 4-7, Lincoln, Nebraska
Ellen PhillipsUniversity of Illinois Extension
708-352-0109 [email protected]