Marketing and Sales
Access Penn State Extension’s educational resources on agricultural marketing and business management. Comprehensive information is available on value-added agriculture, organic produce, and social media and internet marketing.
Agricultural Marketing
Marketing is an important component for the success of agricultural businesses. With effective agricultural marketing, farmers can increase profits, boost sales, and reach out to more customers. The first step to successfully market food products is knowing your customers. Researching the target market gives you the ability to uncover many details about a consumer before you start communicating with them.
Making the most of that research – and using it to interpret what consumers need – is integral for a winning agricultural marketing and sales effort. The data gathered can be utilized to create beneficial strategies that reach the right market. Organic production and marketing, for instance, is a strategy that can add value to a new agribusiness and set it apart.
Many farmers choose to market their products directly to customers at farmers’ markets, fairs, and roadside stands. Compared to selling wholesale, direct marketing allows a higher degree of flexibility and control.
On this page, find information on the marketing of agriculture products. Discover how to design and implement marketing strategies for value-added products and agritourism businesses. For practical tips and best practices, join the Under the Ground workshop, as well as the Food for Profit online course.
Pricing and Selling Farm Products
When running a seasonal business, adjusting the sales strategy throughout the year can prove beneficial for bringing in income while meeting customers’ needs. Strategies to diversify the farm’s income and achieve year-round sales include season extension, crop diversification, and value-added products.
Choosing the right price for each product, however, can be challenging. Pricing is an important strategic process that helps determine what price to attach to a product. Many agribusiness professionals utilize a combination of various product pricing methods, such as target return pricing, psychological pricing, and subscription pricing.
Use Penn State Extension’s Price and Pricing worksheet to estimate the number of units that must be sold to achieve a profitable sales goal. In addition, consider the Strategies for Successful Selling workshop and learn to improve sales pricing and in-depth winter sales strategies.
Online Marketing and Sales for Farm Businesses
In the United States, 90% of the adult population is online. This is why creating a sound digital marketing strategy – and optimizing your online presence – is essential. In addition, with the increased growth of e-commerce, the need for farms and agribusinesses to implement e-commerce into their farm marketing plan has become crucial.
Sales of agricultural products through e-commerce can facilitate advantages such as market outlet diversification, expanded customer base, and customer convenience. More to that, it allows for collecting valuable data on product sales and customers that can be used to fine-tune and improve the customers’ online experience.
In this section, access Penn State’s video series on online sales management to learn more about designing your online store, as well as picking and packing orders efficiently. Information on understanding different e-commerce payment methods is also available.
Marketing on Farm Markets
Farm markets provide a profitable and convenient way for local farmers to sell their products. When selling at farm markets, differentiating your products can make a big difference. An attractive display provides several benefits, including attracting customers, announcing a sale, and promoting slow-moving items.
To create an effective product display, consider your goals, budget, and theme. Good visual merchandising is further based on elements such as balance, focal point, color, and lighting. Explore hands-on strategies for farmers’ markets and roadside stands with Penn State Extension’s Retail Farm Market School. This online course will teach participants how to use produce science best practices, handle products, and implement merchandising and customer service strategies. A Farmers Market Managers Conference is available, as well.
- News
Agritourism Highlighted at Starting and Improving Farms Conference
Date Posted 9/17/2024Agritourism was a focus at the recent Starting and Improving Farms Conference. Attendees participated in a tour of three agritourism operations and heard speakers share information and best practices on regulations, marketing, and social media. - News
U.S. Agritourism and Direct-to-Consumer Sales Census Update
Date Posted 9/16/2024Of the 1.9 million U.S. farms estimated in the 2022 Census of Agriculture, 1.5% reported being engaged in agritourism and 6% had direct-to-consumer sales. - News
Behind the Data on Agritourism and Direct Sales in the United States
Date Posted 9/16/2024A new journal article highlights inconsistencies in how agritourism and direct sales are defined and measured in the United States. - Webinars
Free
Using Research to Meet Customer Expectations and Add Value
When 12/11/2024Length 1 hourEvent Format Virtual | LiveDiscover new marketing and consumer research to help dairy food processors align product offerings with customer expectations in this free webinar. - Articles
9 Tips for Selling and Succeeding at Produce Auctions
These tips provide guidance for growers looking to get started selling at produce auctions. - Articles
10 Common Marketing Mistakes
We want to make sure we are making the most of our marketing efforts, but there are several common mistakes that can hinder success. - Articles
Creating an Inclusive Agritourism Experience
In this article, we discuss strategies for making agritourism farms more accessible to visitors with disabilities. - Articles
Service Animals on Agritourism Operations
Implementing a visitor code of conduct and accommodations for pets and service dogs on agritourism farms enhances accessibility and inclusion. - Webinars
Free
Food for Profit: Learn the Basics of Google Ads
When 02/04/2025Event Format Virtual | LiveJoin us for this virtual event to learn how to use Google ads to grow your business! - Webinars
Free
Food for Profit: Pricing Your Proteins
When 01/17/2025Length .5Event Format Virtual | LiveMaster pricing and marketing strategies for animal protein, including value-added products like meat sticks and bundling, to boost profits and stay competitive. - Articles
Elaboración de un Plan de Negocio
Una tarea importante al iniciar una nueva empresa es elaborar un plan de negocios que sea una "hoja de ruta" para guiar el futuro del negocio o la empresa. - Webinars
Free
Winning Hearts and Wallets: Power of Outstanding Customer Service
When 11/07/2024Length .5Event Format Virtual | LiveExplore strategies for engaging customers, handling complaints effectively, and creating memorable experiences to boost satisfaction in the competitive farm marketing and agritainment scene. - Articles
Value-Added Agriculture: Enhancing Farm Opportunities
Value-added agriculture offers important benefits for farmers interested in diversification of their farm operations. This article provides an overview of value-added agriculture and tips for getting started. - Conferences
$84.00
Women in Dairy Conference
When 11/19/2024Length 7 hoursEvent Format In-PersonLearn and network at this exciting conference for women in the dairy industry! - Articles
Starting or Diversifying an Agricultural Business
Small-scale farming can be a very satisfying lifestyle, but to be financially successful you also need to view your operation as a business. - Webinars
Using YouTube to Grow Your Business
Length 30 minutesAre you a farm or retail food business owner or manager looking to grow your business? Join us to learn how to use YouTube to increase the visibility and profitability of your business! - Articles
10 Ideas for Instagram Content for When You Feel Stuck
Generating fresh content is hard for any size business – here are some prompts to keep the creative ideas flowing. - Webinars
Free
Short Videos, Big Results
When 10/25/2024Length 30 minutesEvent Format Virtual | LiveAttention, small business owners in the food industry seeking to boost sales! Discover how to harness video social media platforms to expand and engage your audience. - Videos
Online Customer Care
Length 5:56The care you provide to consumers online is crucial. This video discusses elements businesses should address to ensure superb online customer care. - Articles
8 Tips for Buying at the Produce Auction
Use these tips to start sourcing local and regional produce at an auction. - Articles
Working with Vendors at Your Agritourism Business
Contracting with vendors to provide additional products or experiences is a way for agritourism operators to enhance the visitor experience; however, several issues should be fully considered prior to inviting a vendor to operate at their premises. - Articles
Unveiling the Divide: Brand vs. Logo
In the realm of marketing and business, the terms "brand" and "logo" are often used interchangeably, but they signify distinct concepts. - Articles
Asking Good Questions: Surveys
Surveys are probably the most common method of gathering information from customers, and are particularly useful for understanding the proportions of your customers that fit a particular description. - Articles
Fund Your Farm Planning with PA's Farm Vitality Grant Program
Are you ready to invest in planning for your farm? The Pennsylvania Department of Agriculture’s Farm Vitality Grant Program will reimburse 75% of costs up to $7,500. - Articles
Agritourism Insights: Marketing Tools for Agritourism Operators
Agritourism Insights is a series of short Extension articles from the Penn State Agritourism Team that provides analyses, expert advice, and practical tips on various agritourism topics.