Marketing Options Beyond the Nearest
Farmers Market
John Pike
Deborah Cavanaugh-Grant
Ellen Phillips
University of Illinois Extension
708-352-0109 ephillps@illinois.edu
The Local Foods Frenzy
• Increasing Consumer awareness and demand
• Increasing number of NEW Farmers Markets
• Grocery, restaurant, distributors positioning in
response to demand
– And transportation costs
• Producers positioning to supply produce
Marketing Options
• Direct to Consumer
– Farmers Market
– On-Farm Market
– CSA
• Wholesale
– Distributor
– Grocery
– Restaurant
Differing Opinions on Opportunity
Local Food Buyers
About the customer
Direct Marketing
◦ The customer is the consumer/end-user
◦ Main thoughts of the purchasing decision
 Quality product
 Trust of the producer
 Emotion
About the Customer
Wholesale Marketing
◦ Main thoughts of the purchasing decision
 Quality, trust of producer, accurate invoicing,
professionalism, competitive pricing, packaging,
communication, delivery, storage capability, Guarantees,
Farm Safety Plan, Third Party Verification/Audit,
Traceability, Insurance, etc.
A Food Industry “Match Maker”
.
MarketMaker Welcomes 3 New States in 2010
Taste of the States
Food products
Highlighted in
rotating banner ad
Business Spotlight
Click through on Business Spotlight provides detailed
production and contact information
Now In Season
IL Farmers Market Search
Market Research
Select your target
market with census
tract demographic
profiles and
business searches
Find high income or
ethnic populations
or Retail outlets
serving those
neighborhoods
Customized census profiles
Detailed Searches
Buyers can use
MarketMaker to find
suppliers too. This
search has identified
producers of certified
organic sunflower
designated by blue
dots
Search By Certification
Monthly News Letters for
Subscribers
Featured Groups
What’s Next?
• Additional search options for Consumers
• Agritourism MarketMaker
• Institutional Buyers Portals
– Sourcing needs
– Delivery specification
– Food safety requirements
• Farm to School
• Food Banks
• Mobile Apps
University of Nebraska – Lincoln
Institute of Agriculture and Natural Resources
The Food Processing Center
Jill Gifford
402-472-2819
• From Recipe to Reality
– Decision making tool to start a food manufacturing
business
– Chicago April 15
• Better Process Control School for Acidified and Low
Acid Canned Foods
– April 11-13, Lincoln Nebraska
• National Small Food Manufacturer Conference
• May 23-24, Omaha, Nebraska
• Better Process Control School
– October 4-7, Lincoln, Nebraska
Ellen Phillips
University of Illinois Extension
708-352-0109 ephillps@illinois.edu