Hands-On Workshops: Alternative Marketing Approaches and Distribution Channels

2007 Annual Report for EW06-012

Project Type: Professional Development Program
Funds awarded in 2006: $60,000.00
Projected End Date: 12/31/2008
Region: Western
State: Oregon
Principal Investigator:
Larry Lev
Oregon State University

Hands-On Workshops: Alternative Marketing Approaches and Distribution Channels

Summary

In September 2006, OSU faculty conducted a three day alternative market channels workshop for 16 agricultural professionals from nine Western states. The participants appreciated the intense, hands-on nature of the program and rated the overall workshop at an almost perfect 4.94 out of 5. A follow-up email survey six months later demonstrated that the workshop changed participant attitudes by encouraging them to think of their local food systems both more positively and more broadly. Changes in participant behavior included adoption of specific techniques, development of new educational events, use of teaching materials, and increased networking within the Western Region.

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Objectives/Performance Targets

  1. Attract 16 agricultural professionals from diverse organizations and states in the Western Region. These professionals will:

    Know and understand diverse marketing channels including strengths and weaknesses

    Be familiar with and use educational resources provided to them including publications and DVDs

    Have the ability to put together an educational program including an RMA study of a specific market or a tour or a conference.

    Have greater confidence in working in this subject matter area.

Accomplishments/Milestones

In September 2006 we held our first three day training session on schedule. We attracted 16 agricultural professionals from eight states. in addition, two Oregon State University administrators were full participants in the training.

All participants completed pre and post training questionnaires. Six months later, all participants completed follow up questionnaires.

In April 2007 we initiated recruitment for the September 2007 training session. We have 17 confirmed participants (one over the target) from eight Western states. Three of the states did not send anyone to the 2006 training so for the two years taken together we will have at least one participant from eleven western states.