retail farm market school
DESCRIPTION
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 - PowerPoint PPT PresentationTRANSCRIPT
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Retail Farm Market SchoolJohn Berry
Ag Marketing EducatorPenn State Extension
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This material is based upon work supported by USDA/NIFA under Award Number 2010-49200-06201.
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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
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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
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Methodology• Traditional Extension education
• Tell me, Show me, Let me do it
• Advisory groups
• Tested, and modified
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Literature Review• Penn State Extension
• Ag Marketing Resource Center
• Cornell Small Farms Program
• County / Regional / Campus
• Associations
• Farm Bureaus
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What this project did . . . .
• Worked through network of retail farm marketer advisory groups and industry leaders for needs assessment
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What this project did . . . .
• Developed a curriculum based on farm and grocery retail marketing principles
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What this project did . . . .
• Tested the curriculum and modified as evaluations, comments and advisors suggested
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What this project did . . . .
• Submitted a project pre-proposal, and full proposal that did get funding
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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
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What this project did . . . .
• Delivered (and will be delivering) local programming directly, and through partners
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What this project did(and is doing) . . .
• Partner support
• Evaluating experiences– Trainers– Farm Retail Marketers
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Material sample
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Material sample (continued)
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Material sample (continued)
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Evaluations to date
• Train-the-Trainer
• Pre / Post School
• “review” results
• Anecdotal
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Do you expect to conduct aRetail Farm Market School?
58%
8%
33%
yes no I don't know
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Pre / Post School
• Pre:What do you want to get out of the day?
• Post:What did you get out of the day?
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“review”
• 92% returned
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“review”
• 92% returned
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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
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Retail Farm Market SchoolJohn Berry
Ag Marketing EducatorPenn State Extension