Direct Market Training for Agricultural Professionals
Land grant universities have focused most efforts on instruction for diversification using production as the method rather than marketing. While many growers recognize that added marketing training is needed, there exists a large gap between theory and practice. Yet, the lack in “how-to” direct marketing instruction opens possibilities and opportunities for training and income enhancement. County agents need to acquire practical direct marketing skills, beyond production expertise, with which to instruct farmers that are attempting to successfully adopt new enterprise developments and changes.
1. Seventy-five extension agents and other agricultural professionals will complete a two day direct marketing training. The marketing training will equip the participants to identify potential market feasibility, show how to conduct useful market research, and identify viable marketing channel for growers, identify cost effective methods of promoting and advertising, and know how to develop different pricing strategies for growers.
2. Seventy-five direct marketing training cooperative extension agents will incorporate the direct marketing training in their county extension program. Thirty-five cooperative extension agents will conduct direct marketing education programs in their county as a result of receiving the training. The direct marketing participant will dissimilate the marketing materials and resources to farmers exploring new crops and opportunities.
3. Seventy-five direct marketing training participants will access and use new resources, learn how to use new resources via the web and at land grant institutions and agencies, and will have greater skills in assisting direct marketers in their county.
4. Thirty-five farmers will increase their knowledge and incomes by using the direct marketing tools and skills taught by cooperative extension agents.
Impacts and Contributions/Outcomes
How has (will) this research, demonstration, training or other activities benefited (benefit) producers/consumers in the Southern Region? This section should change from future tense in the first report to past tense in later reports.