2002 Annual Report for FS02-148
Market Enhancement and Outreach Project
Summary
Direct marketing of farm products provides a good return for the farmer and a fresh product to the consumer. The Lexington Farmers Market has experienced growth in sales during the last few years.
But much of this growth has come from an increase in the number of farmers selling at the market to existing customers and not as much from reaching new customers. Farmers are convinced that the area can support more market sales and realize that they need to develop successful ways to bring these potential customers to the market. And to help the area, they must communicate successful strategies with growers in other markets.
The Lexington Farmers Market has seen some success with market day promotions but it has been difficult to determine which promotions have brought in the most people. It has also been difficult to determine which promotions resulted in the most sales and repeat sales.
This growers organization intends to coordinate activities and monitor results of planned promotions. They also intend to bring in chefs and entertainers in order to determine the activities e.g. cooking demonstrations, handouts, pamphlets, children’s activities, bumper stickers, etc. that are most successful in bringing in new customers. The results of these efforts, as well as the marketing techniques of some of the most successful producers, will be published in a series of four grower newsletters to be distributed to farmers markets known to the Kentucky Department of Agriculture. The newsletters will also be distributed to Extension agents as well as other businesses and organizations who work with small farmers.