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Shopping with the Farmer. Tomatoes that have not been shipped 2,000 ... Range --Downsized economy breeds new generation of home chefs but more savvy ...

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Presentation Transcript
our agenda
Our Agenda
  • Stages of retail agriculture
  • The concept of agritourism
  • Your family & mission
  • Keys to profitability
  • Trends to watch
  • Activities to evaluate
stages of retail agriculture4
Stages of Retail Agriculture
  • Level 1
    • Simple – roadside stand, being a good grower, maybe a small school tour – mostly no interaction w/customer
  • Level 2
    • Intermediate – PYO, Wagon rides, Corn mazes, festivals, shopping, animal areas, prepared foods
  • Level 3
    • Complex & Sophisticated (many will never reach this level) – Major shopping, full service restaurant, permanent restrooms, paved parking
slide7
Agritourism: Getting the public closer to agriculture through on-farm experiences.
  • If this is agritourism in general—what is the mission of your farm? Why do you exist?
slide10
Farm theme park or educational farm?
  • Family run or many employees?
  • Part-time or full-time?
  • Seasonal?
  • Grow it all – or buy it?
some keys to profitability
Some keys to profitability
  • Stay true to your mission
  • Know your limits
  • Be know as GREAT
  • Be a destination
  • Extend your season(s)
  • Grandparent market for tours
  • Family market for local foods
  • Price to make a profit
marketing is
Marketing is…

Anything you do that increase the perceived value of your product

slide16
Shopping with the Farmer
  • Tomatoes that have not been shipped 2,000+ miles
  • Tomatoes that taste flavorful – not hard and rubbery
  • Tomatoes that split and dent when you drop them

?

trends the food channel
Trends - The Food Channel
  • Home on the Range --Downsized economy breeds new generation of home chefs – but more savvy
  • Foodie 2.0 --Growth of virtual and non-virtual food communities
  • Going, Going Green --Kitchens go eco-conscious
  • Living La Vida Locavore --Eating locally/seasonally – home & away
  • TMI? – Calorie Counts on menus
slide19
Reduce

Microbial

Contamination

with

Good

Agricultural

Practices

  • FrankenFood -- The rise of bioengineering and genetically modified
  • Food Philanthropy -- Individuals & companies address world hunger
  • Food Insecurity -- The call for tighter food controls – food safety! GAPs
  • Brewing Business --The divide widens between the ‘wants’ and day-to-day food needs
  • Where in the World ... -- is the next flavor trend coming from?
taking these to the farm
taking these to the farm…
  • cooking/canning/preserving help
  • offer seconds for preservations
  • sell comfort foods and small portion meals
  • veggies & berries
  • food safety
  • tout the healthfulness
  • natural, local and other key marketing words
grandparent market
grandparent market
  • generations removed
    • today’s public cannot “feel” their grandparent’s experiences – thus, they don’t mean as much!
  • ag practices have changed
    • this is our challenge
    • what is a good image to project – old or new?
  • education should be our priority!?
what do consumers want
what do consumers want?

to understand agriculture?

  • Ag in the classroom
  • Farm Bureau, growers assns., etc.
  • 4-H & Extension
  • agritourism!
    • why not?
    • encourage near large farms?
what are travelers looking for
what are travelers looking for?

trends in travel

  • shorter trips
  • increasingly using cars to get there
  • planning at the last minute
  • looking for new experiences
  • strengthening family ties
what are travelers looking for24
what are travelers looking for?

things experienced on trip

the experience economy
the experience economy…
  • people will pay more for experience than product
  • want vs. need (all retail)
  • marketing farm products with an experience attached
    • -eliminates “commodities”
  • wal-mart struggles with providing an experience other than “convenient and cheap”

the world is a stage…

why sit and watch?

implications for you
implications for you
  • know who your customer is
  • pay attention to media
  • follow instincts
  • act like a retailer
  • browse retail publications
    • http://xtremeretail.com
    • http://www.plunkettresearch.com
top 10 agritourism opportunities
Top 10 Agritourism Opportunities
  • No particular order…
  • PYO
  • Educational Tours
  • Interactives - Mazes & Games
  • Local Foods
  • Cooking
  • Wineries
  • On-Farm bakeries & Coffee Shops
  • Farmers Markets
  • Specialty & Ethnic Veggies
  • Locally focused meats
some evaluation criteria
Some Evaluation Criteria
  • Fits mission
  • Manageable liability concerns
  • ‘Pencils’ out
  • Fun for customers in target market
  • Staff to manage activity?!
  • Length of season available
  • Potential customer base
  • Fun for you!
slide41
PYO
  • One of the healthiest fresh foods
  • Tons of promotional materials available
  • We are good growers
  • Family experience
  • Berries, veggies, etc…
  • Overcoming the ‘grannies stocking up’ old paradigm for pyo
  • Charging enough
farm tours activities
Farm tours & activities
  • People long to be close to the farm
  • Grandparents
  • Alternative to non-interaction entertainment
  • Liability
  • Infrastructure
  • Mindset
farm stays bed breakfasts
Farm Stays / Bed & Breakfasts
  • People will…
    • Volunteer to help you
    • Pay to work
    • Continue to love farmers
    • Want a different experience
    • Talk your ear off!
    • Ask lots of questions
the internet and you
The internet and you…
  • the customers who really spend live here
  • they long to be somewhere else
  • sometimes we aren’t comfortable
  • still expensive to promote site
  • moving forward to texting & pda’s
contact me
Contact me:

[email protected]

This presentation will be posted at:

http://vegfruit.wordpress.com

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