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Seizing the Off-Season: Strategies for Direct Marketing Growth in your Agricultural Operation

Jenny Beiermann

Summary

According to the 2022 USDA Census of Ag, the value of food sold in Colorado directly to consumers totaled $30.3 million. Direct sales have become a current business strategy for producers to bolster their cash flow and add value to current products. With more interest in consumers purchasing local goods, 80% according to the ERS, profit potential in direct markets is growing. CSU Extension partnered with the AgriWest Initiative, a grant-funded position from the Economic Recovery Crops designed to support agricultural sustainability and food security systems in western Colorado. Through this partnership, Seizing the Off-Season: Strategies for Direct Marketing Growth in your Agricultural Operation was developed, targeting both existing commercial producers interested in growing their direct sales as an avenue of diversification, as well as producers involved in specialty crop production who typically market directly only. Speakers included CSU Extension’s agricultural economist, discussing the top 10 characteristics of a successful direct marketer, followed by practical knowledge and strategies provided by a beef, vegetable, and microgreens producer, and wrapping up with a panel discussion. The mix of technical and practical knowledge, as well as the diverse audience proved beneficial, as great discussion was fostered. 100% of evaluation responses rated the program content and delivery at either a 4 or 5 out of 5. Additional data indicates that 85% are interested in further classes to determine true cost of production, web advertising, and other strategies to further their direct marketing skills and integrate these channels into their current business model.

Details

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