THE DIRECT FARM MARKETING FOR SUCCESS WORKSHOP SERIES
Extension Education
Megan Leffew
Extension Specialist III
University of Tennessee Extension
SPRING HILL
Abstract
\r\n Direct marketing of agricultural products has been on the rise in Tennessee as shown by Census of Agriculture data. The value of products sold through direct marketing increased 37% between 2002 and 2007, and the number of farms direct marketing increased 6% to 3,581. Farmers direct marketing face many challenges as they encounter unfamiliar regulations and market to consumers. Workshops were designed to help producers gain knowledge and skills to overcome these obstacles. Direct Farm Marketing for Success Workshops were held annually from 2008 to 2011 in cooperation with the Tennessee Farm Fresh marketing program. Each year’s workshop covered different topics and was held at multiple locations. A total of 646 people participated in the workshops with evaluations collected at the end of each event. Participants providing an e-mail address at registration were asked to complete an on-line follow-up evaluation in February 2012. Forty-nine responses were collected from 184 addresses (response rate of 26.6 percent). Evaluations indicated the workshops provided participants with knowledge and skills to increase financial returns and decrease costs through reduced risk, improved marketing, increased understanding of regulations and networking opportunities. Follow-up evaluation respondents reported $47,000 in increased revenue, $27,000 in reduced costs, 17 additional full-time and 94 additional part-time employees that can be attributed to their participation in the workshops. Evaluations also provided suggestions for educational needs in future programs.
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Poster has NOT been presented at any previous NACAA AM/PIC
This poster is being submitted for judging. It will be displayed at the AM/PIC if not selected as a State winner. The abstract will be published in the proceedings.
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Authors: M.L. Bruch
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Bruch, M. Extension Specialist II, University of Tennessee Extension, Center for Profitable Agriculture, Tennessee, 37174