Market Channels

Decision making and evaluation tools, marketing tools, restaurants, Cornell Agricultural Marketing and Management PWT

The size and scale of a farming operation, number of years of operator’s experience, demographics of the area and preference of operator will determine which market channels are best suited for the farming operation. Understanding each channel, its benefits, requirements and limitations is an important starting point when selecting within which channel to participate.

Decision Making and Evaluation Tools 

Guide to Marketing Channels is a decision-making aid for new farmers and those considering marketing through a new channel for small to medium sized fruit and vegetable operations. Lessons shared in the guide can be useful for other types of products as well. The guide focuses on the marketing of fresh-market produce, however many of the same marketing principles apply to other agricultural products such as cut flowers, meats, honey, maple syrup, and dairy products. While generalizations are made about the channels, exact details are subject to conditions of individual farms, their location, potential customer base size, and other factors.

Evaluating Marketing Channel Options for Small-Scale Fruit and Vegetable Producers: Case Study Evidence from Central New York Four small farms in the Ithaca area participated in a survey to evaluate risks and challenges and returns of a CSA, U-Pick, Farm Stand, Farmer’s Market, Restaurant, Distributor, and Grocery store. The paper also includes a template on evaluating marketing channels for farmers.

Marketing Tools 

A Compilation of Smart Marketing Articles contains 26 articles on marketing basics, strategies, consumer trends and markets, and marketing farm products. Of particular interest is 15 Case Studies on Local Food Supply Chains found on page 51 and Estimates of Produce Sales Through Retail and Foodservice Channels, page 55.

Storytelling: Marketing the Unique Story of Your Farm Business for Success is the 2009 Cornell Strategic Marketing Conference proceedings. New markets and channels are developing for local products. Changing consumer demographics, tastes and preferences are affecting the types of new and emerging products consumers are demanding. New technologies are improving the way products are packaged and increased access to local and distant markets provide opportunities for farmers. The paper ends with each presenter providing their “Five Keys to Marketing Success.”

Comparing the Structure, Size, and Performance of Local and Mainstream Food Supply Chains provides information on 5 different market channels and 15 case studies that evaluates degree of product differentiation, diversification of marketing outlets, and information conveyed to consumers about product origin. Also included in the report is differences in prices the distribution of revenues among supply chain participants, local retention of wages and proprietor income, transportation costs and social capital creation.

Restaurants 

Some local restaurants are catering to the desire of their customers to eat specially prepared dishes. Marketing to restaurants in terms of quantity needed and availability, delivery, and payment provide unique challenges and opportunities. The Effectiveness of Farm-to-Chef Marketing of Local Foods provides insights for farmers in accessing restaurant customers.

Cornell Agricultural Marketing and Management PWT 

The Cornell Agricultural Marketing and Management Program Work Team is a group of Cornell researchers, farmers, and industry leaders that work together to develop science-based answers for the industry to derive a competitive advantage over the rest of the world by significantly improving the knowledge of marketing as well as improved general management capacities and skills.

Last updated July 26, 2019