Retail Farm Market School John Berry Ag Marketing Educator Penn State Extension
Feb 12, 2016
Retail Farm Market SchoolJohn Berry
Ag Marketing EducatorPenn 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 aRetail Farm Market School?
58%
8%
33%
yes no I don't know
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 SchoolJohn Berry
Ag Marketing EducatorPenn State Extension