Strengthening Market Visibility and Customer Engagement for Multi-State Farmers Through Education and Technical Assistance

Commodities

Practices

• Education and Training: technical assistance, workshop
• Farm Business Management: marketing management, value added

Project Focus

Small and mid-sized farmers in Delaware, Maryland, New Jersey and Pennsylvania play a vital role in supplying fresh, locally produced food to their communities, yet many struggle to effectively promote their products and stand out in increasingly competitive direct-to-consumer markets. Farmers report that while they grow high-quality products, they often lack the time, skills, or resources to create professional marketing materials, clear nutrition information, or engaging content that helps customers understand how to use their products at home. Shoppers frequently ask for recipes, preparation tips, and nutrition facts, but farmers are rarely equipped to provide this information in a consistent, accessible way.

These challenges can limit sales, reduce repeat customers, and make it harder for farmers to build strong relationships at farmers markets, farm stands, and through online sales. Many farmers also express uncertainty about using social media and emerging digital tools, including artificial intelligence, to promote their businesses effectively. From the farmers' perspective, there is a clear need for practical, low-cost marketing support that respects their limited time and builds confidence without requiring advanced technical expertise.

Solution and Approach

This project will address these needs by providing farmers with ready-to-use, high-quality marketing tools paired with hands-on training. The project team will curate simple, appealing recipes and accurate nutrition facts labels tailored to farmers' own products. These materials will be designed for easy sharing at markets, on packaging, and through social media, helping farmers communicate value, inspire purchases, and answer common customer questions. By focusing on farmers' specific crops and products, the materials will feel relevant and immediately useful.

In addition, the project will offer interactive workshops that introduce farmers to practical uses of AI and social media tools for small farm businesses. Workshops will focus on real-world applications, such as generating social media posts, adapting recipes for different audiences, and improving product descriptions, rather than abstract technology concepts. Training will be delivered in an accessible, farmer-centered format that encourages peer learning and experimentation.

Farmer engagement will be central to the project's success. Farmers will be invited to share their products, marketing goals, and challenges, allowing the project team to tailor materials and examples to their needs. Feedback will be incorporated throughout the project to ensure tools remain practical and relevant.

By combining professionally curated recipes and nutrition information with skill-building workshops, this project supports Northeast SARE priorities by strengthening farm profitability, enhancing direct-market relationships, and increasing the resilience of small farms. Ultimately, the project empowers farmers with tools and knowledge they can continue using beyond the project period, supporting long-term economic sustainability and stronger connections between farmers and their communities.

This project will provide practical, hands-on marketing education and individualized support to help small and mid-sized farmers strengthen their businesses. We will begin by conducting a needs assessment survey and gathering direct farmer input to better understand current marketing gaps and educational needs. Using that input, we will design interactive workshops and easy-to-use resources that focus on improving product visibility, communicating nutrition benefits, strengthening customer engagement, and using AI and digital tools to save time and expand reach.

The project will serve 450 farmers annually across Delaware, Maryland, New Jersey, and Pennsylvania, with a focus on small and beginning producers who sell directly to consumers and want to grow their customer base. Many of these farmers juggle production, marketing, and business management on their own and need practical strategies that fit their daily realities.

Through workshops, a Farmers Marketing Resource Center, and one-on-one technical assistance, participants will gain confidence, adopt improved marketing practices, and increase customer engagement. The expected outcome is stronger farm profitability, greater economic resilience, and more sustainable local food systems throughout the Northeast.