Transcript 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
• At least 4,200 retail farm marketers
• 5 member statewide Team
• 50% of my time
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
Methodology
• Traditional Extension education
• Tell me, Show me, Let me do it
• Advisory groups
• Tested, and modified
Literature Review
• Penn State Extension
• Ag Marketing Resource Center
• Cornell Small Farms Program
• County / Regional / Campus
• Associations
• Farm Bureaus
What this project did . . . .
• Worked through network of retail farm
marketer advisory groups and industry
leaders for needs assessment
What this project did . . . .
• Developed a curriculum based on farm and
grocery retail marketing principles
What this project did . . . .
• Tested the curriculum and modified as
evaluations, comments and advisors
suggested
What this project did . . . .
• Submitted a project pre-proposal, and full
proposal that did get funding
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
What this project did . . . .
• Delivered (and will be delivering) local
programming directly, and through partners
What this project did
(and is doing) . . .
• Partner support
• Evaluating experiences
– Trainers
– Farm Retail Marketers
Material sample
Material sample
(continued)
Material sample
(continued)
Evaluations to date
• Train-the-Trainer
• Pre / Post School
• “review” results
• Anecdotal
Do you expect to conduct a
Retail Farm Market School?
yes
no
I don't know
33%
59%
8%
Pre / Post School
• Pre:
What do you want to get out of the day?
• Post:
What did you get out of the day?
“review”
• 92% returned
“review”
• 92% returned
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
Retail Farm Market School
John Berry
Ag Marketing Educator
Penn State Extension