Marketing for Farm Viability: Virtual Trainings and Implementation Support for Sustainable Farms

Commodities

Practices

Small, sustainable, regenerative, and pasture-based farms consistently identify digital marketing as a pain point limiting profitability, time management, and quality of life. Building on prior NCR-SARE mini-grant and University of Minnesota Extension's farm business education, this project will co-develop and deliver a four-part virtual marketing series plus an in-person implementation retreat for sustainable farms.

California Street Farm (Elyssa and Cory Eull), Lida Farm (Ryan Pesch), The Garden Lab (Kelly Kirkpatrick), Fiddlehead Knob (Rachel Davis and Kalvin Stern), University of Minnesota Extension (project lead), Greener Pastures, and Meet the Minnesota Makers will create farmer-driven education on understanding your farm's customer; finding effective market channels; pricing for profit; utilizing visual storytelling and photography; optimizing direct-to-consumer websites; developing e-newsletters; and leveraging social media. Farmer collaborators will shape curriculum, share real-world experience, and test new practices.

The project will emphasize "marketing for viability, not influence," focusing on conversion-oriented strategies, vertical video, newsletter funnels, and value-based pricing that help farmers attract and retain customers, increase profitability, and free up scarce time. Pre-, post- and follow-up surveys will track changes in farmer knowledge, confidence, and marketing practices, and results will be shared through concise farm-driven best practices resources for the North Central region.

1. Co-develop a farmer-driven digital marketing curriculum based on needs identified by previous NCR-SARE surveying and Extension's work with sustainable farms across the region.
2. Deliver a four-part virtual training series on farm photography, visual storytelling, websites, newsletters, social media, understanding customers; market channels; and pricing to >100 farmers.
3. Host a one-day, centrally located in-person "marketing retreat" for >25 farmers to implement and troubleshoot their marketing plans; and ongoing virtual support.
4. Measure changes in farmer knowledge, confidence, attitudes, and self-reported marketing practices using pre, post, and follow-up surveys, and summarize findings in a short regional best practices resource.