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Retail Farm Market School

Retail Farm Market School. John Berry Ag Marketing Educator Penn State Extension. This material is based upon work supported by USDA/NIFA under Award Number 2010-49200-06201. Introduction. Pennsylvania ranked #3 nationally for dollar value of direct-to-consumer farm sales

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Retail Farm Market School

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  1. Retail Farm Market School John Berry Ag Marketing Educator Penn State Extension

  2. This material is based upon work supported by USDA/NIFA under Award Number 2010-49200-06201.

  3. Introduction • Pennsylvania ranked #3 nationally for dollar value of direct-to-consumer farm sales • At least 4,200 retail farm marketers • 5 member statewide Team • 50% of my time

  4. Limitations • Only the Education Professionals I tried to reach • Available time • Transferring the “heavy” produce focus to other farm retail products • Cost of local School • perceived value of School

  5. Methodology • Traditional Extension education • Tell me, Show me, Let me do it • Advisory groups • Tested, and modified

  6. Literature Review • Penn State Extension • Ag Marketing Resource Center • Cornell Small Farms Program • County / Regional / Campus • Associations • Farm Bureaus

  7. What this project did . . . . • Worked through network of retail farm marketer advisory groups and industry leaders for needs assessment

  8. What this project did . . . . • Developed a curriculum based on farm and grocery retail marketing principles

  9. What this project did . . . . • Tested the curriculum and modified as evaluations, comments and advisors suggested

  10. What this project did . . . . • Submitted a project pre-proposal, and full proposal that did get funding

  11. What this project did . . . . • Offered curriculum and subject matter training to colleagues across some of the northeast and mid Atlantic states • Retail Farm Market School • Adult Education • Food Retail Trends

  12. What this project did . . . . • Delivered (and will be delivering) local programming directly, and through partners

  13. What this project did (and is doing) . . . • Partner support • Evaluating experiences • Trainers • Farm Retail Marketers

  14. Material sample

  15. Material sample (continued)

  16. Material sample (continued)

  17. Evaluations to date • Train-the-Trainer • Pre / Post School • “review” results • Anecdotal

  18. Do you expect to conduct aRetail Farm Market School?

  19. Pre / Post School • Pre: What do you want to get out of the day? • Post: What did you get out of the day?

  20. “review” • 92% returned

  21. “review” • 92% returned

  22. Conclusion • There is a need for education as described by retail farm marketers • These project materials (and others) begin to address this need • Innovator & Early Adopter level materials are the most lacking • There seems to be a continuing demand for education, support and service to this growing segment of U.S. agriculture

  23. Retail Farm Market School John Berry Ag Marketing Educator Penn State Extension

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