Comprehensive Training in Direct Marketing of Meat and Meat Products for Coopertative Extension Agents and Agricultural Professionals

View the project final report

• 2011 annual report
• 2012 annual report
• 2013 annual report

Commodities

• Animals: bovine, goats, sheep, swine

Practices

• Crop Production: food product quality/safety
• Education and Training: extension, focus group, networking, workshop
• Farm Business Management: marketing management, value added

The goal of this project is to enhance the ability of agricultural educators and professionals to effectively assist farmers in capturing value-added opportunities through direct marketing of meat and meat products (beef, pork, lamb) to consumers. Consistent with national and southern regional trends, Virginia has experienced rapid growth in consumer demand for locally-produced food, including meat products. This demand has escalated the interest by and opportunity for livestock farmers to add value to their agricultural enterprises through direct marketing to consumers. Profitable and sustainable direct marketing ventures for farmers are dependent on comprehensive, synergistic strategies and enterprise models which encompass diverse issues related to animal production, product processing, and effective marketing. Enhanced capacity of Cooperative Extension agents and other educators to assist farmers and facilitate cooperation is key to bolstering the availability, quality, and sustainability of locally-grown food (meat) produced in a responsible fashion. Virginia Cooperative Extension, Virginia Department of Agriculture and Consumer Services, and Virginia Farm Bureau will collaborate to provide key personnel within each organization the training and resources to provide farmers with solutions to enhance and expand direct marketing of meat products. Specific project objectives include enhanced interest in and attainment of a comprehensive “skill set” for direct marketing among Cooperative Extension and VDACS educators along with successful translation of information and best practices to farmers. These objectives will be accomplished through a needs assessment and implementation of a training program by following a logic model that includes program evaluation to determine program quality and impacts.

Objective 1. Attain a thorough understanding of the educational and resource needs among
educators through comprehensive needs assessment which includes educators, farmers, and other professionals integral to sustainable direct marketing of meat and meat products
• Understand educational needs of both farmers and educators regarding all aspects of direct
marketing meat (production, processing, marketing)
• Identify opportunities for educator training and resource development
• Address challenges and barriers to the educational process and on-farm implementation

Objective 2. Enhance the capacity of Cooperative Extension Agents, VDACS educators, and other industry professionals (NRCS personnel) to assist farmers with sustainable direct marketing of meat and meat products
• Develop understanding and appreciation among educators for sustainable agriculture, locally produced food, and direct marketing ( farmer's markets, sales to consumers and retail/restaurant
establishments, community food systems)
• Promote knowledge of on-farm best management practices for farmers that sell meat directly to consumers
• Advance knowledge of educators on regulatory and policy issues related to direct marketed meat
• Develop comprehensive understanding of factors impacting meat processing and product
development and their impact on consumer demand and the system
• Promote understanding of marketing components integral to direct marketing of meat
• Increase capability of educators to assist farmers utilizing comprehensive systems analysis and
approach to successfully direct market
• Increase ability of educators to facilitate cooperation among people, segments, and interests
involved in direct marketing system

Objective 3. Develop the capacity of farmers to identify, evaluate, and implement sustainable direct marketing strategies for meat and meat products
• Increase understanding of complex system components integral to direct marketing meat
products
• Increase the adoption of direct marketing best practices by farmers who receive education from
trained Extension agents and ag professionals
• Understand regulatory and policy issues related to direct marketed meat
• Attain knowledge of factors impacting meat processing and product development and their
impact on consumer demand and the system
• Promote understanding of marketing components integral to direct marketing of meat
• Increased amount of meat products sold through direct marketing by famers who receive
education from trained Extension agents and agricultural professionals
• Increased number of farmers sharing best management practices for direct marketing of meat
products with others (peers, market managers, consumers, etc.)