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Unit 2: Marketing Opportunities and Strategies for Sustainable Farm/Ranch Businesses

Farmers’ market display. (Garry Stephenson, OSU Small Farms)

The message component of the promotion strategy presents farmers and ranchers with an opportunity to educate consumers about their products—in particular, the ecological, economic and social benefits of supporting sustainable agriculture through purchasing decisions. There are so many opportunities today to communicate with customers – whether they are end-consumers or intermediaries. Thanks to farmers, educators and organizations across the country who have worked hard to promote sustainable agriculture, the public is increasingly interested in what farmers have to say through face-to-face discussions, as well as in print in product labels, brochures, news articles and websites. And what’s the message? Here are just a few examples: locally grown, certified organic, wildlife-friendly, conservation focus, back-to-nature, minimal-processing, fair-trade certified, grass-fed, and many others.