Is your farm MarketReady™?

(Submitted by Ivory Harlow, Ohio Cooperative Development Center, OSU South Centers)

Farm and Dairy at
By Ivory Harlow
Published October 6, 2017

MarketReady™ Producer Training will be held October 20, 2017, from 8:30 a.m. to 4 p.m.

Is your farm or food business market ready for 2018, or do you need help getting locally produced food products to market?

If you could use some assistance to expand your marketing channels, the MarketReady™ Producer Training is for you. MarketReady™ is an education program for farmers and individuals interested in starting or expanding a food business. Increasing demand for locally produced food provides an opportunity for local producers to sell their farm fresh products direct to restaurants, grocers, wholesalers and institutions. The program began as a University of Kentucky initiative, led by Dr. Tim Woods.

“[There is] tons and tons of opportunity in terms of a demand for local foods, but the challenge is just getting our producers up to speed to be able to bring the quality, consistency, and volume of product that these buyers are looking for,” Woods said in an interview with WalletHub.

MarketReady™ teaches farmers professional marketing skills. The curriculum covers market evaluation, packaging, pricing, relationship building, logistics, quality assurance and other key business functions.

MarketReady™ teaches farmers how to label and package products in a way that appeals to customers.

“I’m a farmer, not a marketer,” a local producer confessed. He underestimated the importance of product packaging when he started selling to grocers.

“Large corporations have entire teams dedicated to branding; my product packaging has to compete.”

Pricing products appropriately for various market channels is a challenge. On one hand, farmers need to price products at a rate that buyers are willing to pay; On the other hand, farmers must price products to support their business’s viability over the long-term. MarketReady™ helps producers develop a pricing strategy that meets buyers needs as well as their own.

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