Direct Marketing Conference
January 10, 2009
Vermont Law School, South Royalton
NOFA-VT holds an annual Direct Marketing Conference to provide a networking and educational opportunity for farmers’ market managers and vendors and farmers marketing through Community Supported Agriculture and farm stands.
Registration
The conference is $30/person. To pre-register please contact the NOFA Vermont office at 802-434-4122 or info@nofavt.org
Agenda
8:30-9:00 Registration
9:00-9:30 Welcome
9:45-11:00 Workshop Session I
11:15-12:15 Vermont Farmers' Market Association Annual Meeting, CSA Network Meeting, and Marketing Materials
12:15-1:30 Networking Lunch
1:45-3:00 Workshop Session II
3:15-4:30 Workshop Session III
4:30 Snacks for the Road
Workshops
Farmers' Market Risk Management Tools
Every business opportunity has associated risks. When joining a farmers' market it is valuable to consider what risks you and your business are engaging in and what tools you have to mitigate these risks. This workshop will discuss risk management tools such as safe handling practices, adequate infrastructure, insurance, and more.
Local Harvest: Looking at CSAs from a Cooperative Perspective
Jill Perry is a former grower and manager of the multifarm Local Harvest CSA, a cooperative of New Hampshire organic farmers and producers in their sixth year of providing share members with organic foods from New Hampshire farms. Jill details the story of Local Harvest in the book she recently wrote with Scott Franzblau, entitled Local Harvest: A Multifarm CSA Handbook. Jill will describe the principles of a multifarm CSA, how a multifarm CSA may be structured, and the benefits for growers and members.
Regional Marketing Groups
With growing interest in local farms and food, communities are starting to develop strong identity around their local agriculture. Collaborative regional marketing is a strong tool to further develop this sense of community as well as to improve your marketing reach. This workshop panel includes representatives from the Vermont Farm Trail and CISA (Community Involved in Sustaining Agriculture) who will discuss different models for and benefits of collaborative regional marketing.
Growing for Winter Sales
To meet the demand for fresh, local vegetables year-round, farmers have to adjust their planting schedule, plan for year-round storage, adjust their labor needs and even try and figure out how to fit a vacation in! Jack Manix from Walker Farm in East Dummerston and Suzanne Long from Luna Bleu Farm in South Royalton will discuss their strategies for adjusting to four-season direct market sales.
Organizing Successful Farmers' Markets
Monika Roth, Cornell Cooperative Extension Educator, will detail how to set-up a successful farmers' market. Her talk will include information on attracting vendors, effective market board relations, developing positive relationships with your host community, and market promotion.
Farmers' Market Strategic Planning and 2009 Mini-Grants
What are the short-term and long-term goals for your market, and what steps do you need to take to reach them? Are there community resources to help you reach your goal(s)? Once you have developed a plan for your market, you are eligible to apply for a $5,000 farmers' market mini-grant from NOFA Vermont this spring.
Innovations in Selling and Marketing Farm-Fresh Meat
Vermont has recently passed impressive legislation enabling greater opportunities for farmers to sell farm-fresh meat products directly to consumers. This workshop will explain the status of this legislation and explore recent innovations in marketing locally raised meat.
Moving Towards Year-Round Farmers' Markets
Vermont saw an 85% growth in the number of winter markets just since last year! As this trend grows, more and more towns are interested in setting up a winter market. How do you know when it is time to establish a winter market? Is it best for your summer and winter market to collaborate? Can small rural towns host successful winter markets?
Workplace CSA Shares
CSAs have long been associated with increased knowledge and consumption of fresh fruits and vegetables. For this reason, CSA programs are finding a new market opportunity in partnering with workplace wellness programs and health care packages. Join Claire Morenon, from Community Involved in Sustaining Agriculture (CISA) of Massachusetts, Sona Desai (Intervale Food Basket), and Helen Labun Jordan (Vermont Agency of Agriculture) to learn more.
You are What you Sell - Perfecting Your Selling Skills
Monika Roth, Cornell Cooperative Extension Educator, will discuss strategies for attracting and engaging consumers at your stand including tips for effective displays, and communication skills. The workshop will include the showing of her DVD entitled Shared Wisdom: Selling your Best at Farmers' Markets.
Farmers' Markets as Community Economic Development
What are the economic and non-economic benefits of farmers' markets to a community? How is that measured? How can markets engage community members in the success of their market? Jessie Schmidt, Capital City Farmers' Market Manager, will discuss results of the Rapid Market Assessment evaluation tool that she piloted over two seasons at several markets around Vermont to measure, among other things, the community benefit of farmers' markets. Jane Kolodinsky, Professor and Chair of the UVM Community Development and Applied Economics Department, will discuss the role of community relations in the development of successful markets.
Sustainable Pricing
Knowing how to price your products is one of the greatest challenges of direct marketing. How can you fairly value your time, skills, and inputs, while offering an affordable product? Meredith Martin Davis of High Mowing Seeds will step you through the fundamentals of product pricing.
Food Stamps at Farmers' Markets
Food stamps are a critical resource that enable limited-income consumers to improve their food security. There are 12 farmers' markets around the state that have the technology to accept food stamps, which are now held on an electric banking card (like a debit card). This panel presentation will discuss the ins and outs of participating in the food stamp program, including advantages, getting started, lessons learned, and program funding opportunities. There will also be a short discussion of how to bring food stamp access to your CSA and farmstand.
Developing a Regional Identity - Marketing the Culture of Vermont Food Producers
The French concept of terroir has connected consumers with a regional food identity for centuries. As the local food movement gathers steam, Vermont farmers and food activists are bringing the concept of terroir to Vermont. This panel presentation including Amy Trubek (author of Taste of Place), and Helen Labun Jordan (Vermont Agency of Agriculture) will introduce the concept of terroir and how it is influencing local marketing opportunities.
On-line Marketplaces
How can the web be utilized most effectively to promote the sales of local agricultural products? Join Local Foods Plymouth to discuss their model of on-line ordering and web marketing for local foods around Plymouth, NH; Kelly Coleman from CISA (Communities Involved in Sustaining Agriculture) of Western Massachusetts will detail the pros and cons of on-line stores to help you decide if they make sense for your farm; and Bay Hammond from the newly organized Addison County On-line Market will discuss how they have structured their market and what they have learned in their first season.