Measuring the Impact of Marketing & Social Technology in Driving Support for Small-Scale Farms in Suburban Areas

Commodities

Practices

More than ever, there is a disconnection between local families and the food they buy. A diesel-reliant, monopolistic food system has filled pantries with overly processed foods and far-from-local produce. Consumers know little about where their food comes from and what makes it healthy. However, the answer they’re looking for could be right in their backyard!

Small-scale farms in the suburbs of major midwestern cities are already doing much of the hard work to grow, prepare, and package. However, they need a reminder that on-farm sales outlets can still be a sustainable and viable practice when coupled with modern communication technology.

Technologies are more available and affordable than ever, now is the time to leverage the entrepreneurial revolution. Unfortunately, small-scale farms historically fail to adopt new technology out of cost concern. “Small-scale farmers often face barriers to adopting technologies in a financially sustainable manner. Barriers include lack of capital… and market constraints” (The Food and Agriculture Organization of the UN). 

Previous SARE projects have explored Radio & Direct Mail with limited results. For today’s farmers and producers, it is necessary to adopt new technologies to draw local support. New technologies and educational content will drive cross-generational participation in sustainable agriculture.

Our Solution will have 3 Phases:

1) deploying a tangible on-farm marketplace for members of the community
2) driving awareness and engagement with innovative technology, social educational content, and community marketing campaigns.
3) measuring and posting results on social platforms, quantifying the effectiveness of our efforts and making recommendations for future farmers.

Phase 1 - Building the On-Farm Marketplace

Our project will begin with the setup of an on-farm produce stand. We will place an existing 12x20 ft shed building near the front property line, visible from the heavily traveled arterial road (E 41st St). The stand will use grant funds to provide the necessary internal components to test the efficacy of the on-farm experience. These materials include signage for directional, educational, and informational purposes. The stand will be equipped with year-round temperature control, lighting, surveillance cameras, sturdy shelving, a display freezer and refrigerator to reduce food waste, and a self-checkout area. 

The business model will be an innovative modification to the traditional self-serve, honor system experience using modern technology like the Square Point-of-Sale Kiosk, Email and Text Marketing Campaigns, and a Customer Loyalty Reward Program. Products will include traditional produce (spring mix, tomatoes, cucumbers, etc) and animal products (eggs, honey), but we will also use the results gathered by Gail Dawn in her 2001 SARE Project (FNC01-354) to incorporate value-added products to the stand.

This on-farm experience is the necessary first piece of our project, because it gives context for the remainder of the measured outcomes. By designing a space for the community to interface with a farm just outside the largest city in SD, we are creating the perfect opportunity for students and families alike to reconnect with the land in a way that’s practical and informative.

Phase 2 - Driving Community Awareness with A Dual-Technology Approach

With the produce stand properly deployed and active, we will send a first-round direct mail campaign to invite neighbors and community members to an on-farm launch day for the produce stand. Then, using a text message campaign, email newsletter, and a YouTube announcement, we will use contemporary technology to welcome visitors to attend. By using both old and new technologies, we can measure the ways different mediums of communication involve the full spectrum of generations in this opportunity to interface with a local farm, just outside city limits.

Phase 3 - Quantifying the Effectiveness & Publishing Findings

A key element of this project is proving the hypothesis that creating a practical on-farm marketplace and using digital-first communications are some of the most effective ways to increase local awareness and improve community support of small-scale producers. This research especially underscores the importance of farms using digital marketing tools like Square’s customer relationship management software and posting educational social media content via YouTube. We will film and document Phase 1 & 2 and publish for farmers and community members alike to become informed about our research and innovation on the farm.

Objectives

• Establish a self-serve, year-round produce stand
• Conduct at least 4 marketing campaigns (direct mail, text message, email newsletter, YouTube announcement) to inform the community, leveraging modern technology and social educational content.
• Film & Document the process of building and opening the stand, as well as growing the produce and farm products.
• Edit & Post educational social content (a 12-episode video series) to inspire and inform other small-scale farmers.
• Publish a PDF guidebook for other producers to follow for opening a produce stand in suburban communities and using dual-technology marketing techniques