Enhancing the long-term sustainability and profitability of small, limited resource farmers in the Black Belt South through marketing research - education

Enhancing the long-term sustainability and profitability of small, limited resource farmers in the Black Belt South through marketing research - education

Summary

The overall goal of this project is to explore how the long-term sustainability and profitability of small, limited-resource farmers can be enhanced through collaborative marketing research. This study analyzes the marketing potential of small, limited resource farm enterprises at the local, state, and regional levels.

Objectives/Performance Targets

1. To provide an analysis of the vegetable produce market structure on small, limited-resource farmers in the Black Belt region and how this structure influences their sustainability and profitability
2. To identify existing and potential collaborative marketing opportunities for small, limited resource farmers in the Black Belt region;
3. To develop and implement an outreach and technical assistance program that will enhance awareness of various marketing opportunities and ultimately enhance the marketing potential of small farmers

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Accomplishments/Milestones

The success of this project was measured by the activities completed and the ability of the project to enhance the marketing potential of small, limited resource farmers in the Black Belt region and to expand their collaborative marketing opportunities. This was accomplished through marketing research and educational/outreach activities. This project provided realistic hands on training that was designed and directed by the farmers. Some of the major educational and research activities that were accomplished in 2010 are outlined below.
• 2nd Annual Cultivating Collaborative Marketing and Risk Management Workshop & 118th Annual Farmers Conference

The second annual Cultivating Collaborative Marketing Opportunities and Risk Management Workshop were held on February 17-19, 2010. Over two hundred farmers attended. The goal of this workshop was to provide training and informational opportunities that could reduce the business and marketing risk faced by small, limited-resource farmers and rural communities in the Black Belt Region. Some of the topics that were covered included: (1) Marketing on the Edge: Adding Value to Your Product; (2) New Ways to Engage the Community to Increase Your Sales; (3) Farm to School Opportunities; (4) Building a Brand for Your Farm; (5) Selling to Restaurants: How to Close the Deal; (6) Small Farm Survival: Record keeping and business planning; and (7) Farming in the Twenty –First Century: Are you connected? One of the highlights of the workshop was the value-added tasting reception. This reception provided an opportunity for small farmers to showcase their products and proved to be a learning experience for those farmers who have not engaged in any value-added activities. There were several excellent examples of small farmers who have taken their raw produce and transformed it into a delicious product with unique labels. By participating in the Value-Added Tasting Reception, each farmer has been able to secure at least three new markets. (Objective 2 & 3)

• Black Belt Family Farm Fruit and Vegetable Innovation Marketing Center Project (Marketing Center Project)

The Marketing Center Project is a collaborative marketing and research project that involves farmers, researchers, extension agents, community leaders, state leaders, Tuskegee University, Alabama A & M University, and Auburn University. The goal of this project is to expand the marketing opportunities for small farmers by building a 15,000 sq. marketing/processing/research facility. Farmers will be able to bring their produce to this facility and wash, cool, grade, package, and receive marketing assistance. The SARE project has been actively involved in providing marketing research, technical support, and educational training for the farmers that will be supporting this center. (Objectives 1, 2 & 3)

• Workshops, Focus Groups, & Meetings with Cooperatives
Hosted over ten informal, networking meetings with farmers and representatives from groceries stores, restaurants, farmers markets, and other potential buyers which resulted in farmers securing four new collaborative markets. (Objectives 1, 2 & 3)

• Enhancing Awareness of farmers of Various Marketing Opportunities by providing opportunities to participate in conferences (objective 2 & 3)
This project provided several opportunities for small farmers to attend local, regional, and national conferences. In 2010, over 75 farmers were provided with the opportunity to attend one of the following conferences: National Valued-Added Conference, Southern Sustainable Agriculture Working Group, Professional Agriculture Conference, 5th National Small Farmers Conference, and California Small Conference.

• Complete an extensive review of literature on the on the U.S. vegetable produce market structure, competitive analysis, and market potential of small, limited resource farmers (objective 1)

• Developed a farmer marketing interview guide that was used to develop marketing profiles of 30 individuals farmers (objective 1)

• Developed a buyer survey instrument (Objective 1)

• Compile a comprehensive list of potential marketing opportunities (objective1)

Impacts and Contributions/Outcomes

As a result of participating in the educational and outreach activities outlined above, the small farmers were able to increase their knowledge of the income earning potential of their farm enterprise, improve their financial skills, complete marketing and business plans, develop new products, identify potential marketing opportunities, strengthen their entrepreneurial skills, penetrate new markets, learn how to ask the right questions, negotiate contracts, complete vendor applications for Wal-Mart. The farmers accomplished this by participating in conferences, workshops, receiving one-on-one technical assistance reviewing marketing handouts, bulletins, newsletters, focus group training, participating in marketing one-on-one interviews and case study analysis of their marketing operations

Collaborators: