Business Management

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.

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  1. Agritourism Highlighted at Starting and Improving Farms Conference
    News
    Agritourism Highlighted at Starting and Improving Farms Conference
    Date Posted 9/17/2024
    Agritourism 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.
  2. Source: Claudia Schmidt
    News
    U.S. Agritourism and Direct-to-Consumer Sales Census Update
    Date Posted 9/16/2024
    Of 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.
  3. Source: Claudia Schmidt
    News
    Behind the Data on Agritourism and Direct Sales in the United States
    Date Posted 9/16/2024
    A new journal article highlights inconsistencies in how agritourism and direct sales are defined and measured in the United States.
  4. Using Research to Meet Customer Expectations and Add Value
    Webinars

    Free

    Using Research to Meet Customer Expectations and Add Value
    When 12/11/2024
    Length 1 hour
    Event Format Virtual | Live
    Discover new marketing and consumer research to help dairy food processors align product offerings with customer expectations in this free webinar.
  5. 10 Common Marketing Mistakes
    Articles
    10 Common Marketing Mistakes
    By Brian F. Moyer
    We want to make sure we are making the most of our marketing efforts, but there are several common mistakes that can hinder success.
  6. Source: Yomex Owo on Unsplash
    Articles
    Creating an Inclusive Agritourism Experience
    By Claudia Schmidt, Kathy Kelley, Ph.D.
    In this article, we discuss strategies for making agritourism farms more accessible to visitors with disabilities.
  7. Source: Andy Luo on Unsplash
    Articles
    Service Animals on Agritourism Operations
    By Claudia Schmidt, Abby Hodder, Jackie Schweichler, Nancy Dreschel
    Implementing a visitor code of conduct and accommodations for pets and service dogs on agritourism farms enhances accessibility and inclusion.
  8. Food for Profit: Pricing Your Proteins
    Webinars

    Free

    Food for Profit: Pricing Your Proteins
    When 01/17/2025
    Length .5
    Event Format Virtual | Live
    Master pricing and marketing strategies for animal protein, including value-added products like meat sticks and bundling, to boost profits and stay competitive.
  9. Elaboración de un Plan de Negocio
    Articles
    Elaboración de un Plan de Negocio
    By Lynn Kime
    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.
  10. Winning Hearts and Wallets: Power of Outstanding Customer Service
    Webinars

    Free

    Winning Hearts and Wallets: Power of Outstanding Customer Service
    When 11/07/2024
    Length .5
    Event Format Virtual | Live
    Explore strategies for engaging customers, handling complaints effectively, and creating memorable experiences to boost satisfaction in the competitive farm marketing and agritainment scene.
  11. Image credit: Unsplash/Hannah-Cole
    Articles
    Value-Added Agriculture: Enhancing Farm Opportunities
    By Sarah Cornelisse, Jeffrey Hyde, Ph.D., Lynn Kime
    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.
  12. Women in Dairy Conference
    Conferences

    $84.00

    Women in Dairy Conference
    When 11/19/2024
    Length 7 hours
    Event Format In-Person
    Learn and network at this exciting conference for women in the dairy industry!
  13. Starting or Diversifying an Agricultural Business
    Articles
    Starting or Diversifying an Agricultural Business
    By Sarah Cornelisse, Lynn Kime
    Small-scale farming can be a very satisfying lifestyle, but to be financially successful you also need to view your operation as a business.
  14. Using YouTube to Grow Your Business
    Webinars

    Using YouTube to Grow Your Business
    Length 30 minutes
    Are 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!
  15. Short Videos, Big Results
    Webinars

    Free

    Short Videos, Big Results
    When 10/25/2024
    Length 30 minutes
    Event Format Virtual | Live
    Attention, 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.
  16. Online Customer Care
    Videos
    Online Customer Care
    By Sarah Cornelisse
    Length 5:56
    The care you provide to consumers online is crucial. This video discusses elements businesses should address to ensure superb online customer care.
  17. Food truck. Source: Micheile Henderson, Unsplash
    Articles
    Working with Vendors at Your Agritourism Business
    By Sarah Cornelisse, Claudia Schmidt, Christi (Graver) Powell, Jackie Schweichler, Esq.
    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.
  18. Brand vs logo; Image by creativeart on Freepik
    Articles
    Unveiling the Divide: Brand vs. Logo
    By Brian F. Moyer
    In the realm of marketing and business, the terms "brand" and "logo" are often used interchangeably, but they signify distinct concepts.
  19. Asking Good Questions: Surveys
    Articles
    Asking Good Questions: Surveys
    By Kathryn Brasier, Ph.D.
    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.
  20. Farm family; Photo Credit: Canva
    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.
  21. Agritourism Insights: Marketing Tools for Agritourism Operators
    Articles
    Agritourism Insights: Marketing Tools for Agritourism Operators
    By Claudia Schmidt, Sarah Cornelisse
    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.
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