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Presented to Virginia Farmers Market Managers to educate on marketing priorities facing farmers markets. Highlights emerging consumer trends and applicability to farmers markets.
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Theresa J. Nartea, Marketing & Agribusiness Extension SpecialistVirginia Cooperative Extension, Virginia State University
Box 9081, Petersburg, VA, [email protected] 804-524-5491
Marketin
g
FM Marketing Priorities
•Consumer Values
•Food Values
•Market Trends
Marketing Priority #1Offer
What Do Customers Value?
Focus on meeting
customer needs for:
Kotler, P., & Keller, K. L. (2009). Marketing Management. Upper Saddle River: New Jersey. Pearson Prentice Hall.
ConvenienceQuality &
Delivery
Service
AcceptablePRICE
Get Right the First Time
On Time
How Customers are Treated
Information, Care,
Consideration
Distance, Time, Remembering
Ease of the Event
Transaction
Expanding Value Concept
Brunt, D. & Kiff, J. (2010). Creating lean dealers. Retrieved from http://www.leanuk.org/pages/research_sales_intro.htm
Value Strategy for Farmers Markets
Marketing Priority #2Let’s
Talk
Food
Value
s!
Food is a Common ValueDemographic characteristics
have little influence on people’s food values. Food
is of value to all people independent of income, race, age, or education.
Lusk, J. L., & Briggeman, B. C. (2009). Food values. American Journal of Agricultural Economics, 91(1), 184-196. doi:10.1111/j.1467-8276.2008.01175.x
Food Value in Order of Importance
1. Safety2. Nutrition3. Taste4. Price5. Natural6. Convenience7. Appearance8. Environmental Impact9. Fairness10. Tradition11. Origin
Lusk, J. L., & Briggeman, B. C. (2009). Food values. American Journal of Agricultural Economics, 91(1), 184-196. doi:10.1111/j.1467-8276.2008.01175.x
safety
The extent to which
consumption of food
will not cause illness
Lusk, J. L., & Briggeman, B. C. (2009). Food values. American Journal of Agricultural Economics, 91(1), 184-196. doi:10.1111/j.1467-8276.2008.01175.x
Food Safety Cooking Classes
• Preserve Safe
• Store Safe
• Grill Safe
• Cook Safe
Photo credit: http://w
ww
.fcnp.com/im
ages/stories/012/checvalenciagood.jpg
Food Safety Information
http://www.foodsafety.gov
Food Safety from Farm to Plate
nutrition
Amount and type of fat,
protein, vitamins, and
other nutrients
contained in food
Lusk, J. L., & Briggeman, B. C. (2009). Food values. American Journal of Agricultural Economics, 91(1), 184-196. doi:10.1111/j.1467-8276.2008.01175.x
Medical Related Diets
Dairy-freeGluten-free
Low FatLow Sodium
SoySugar Conscious
VegetarianWheat-free
Losing WeightHealth Magazine &
Ladies Home Journal promoted
“The Farmers Market Diet.” Introduce
customers to diet and offer products related
to the menu plan!
Medical Related Diets
Dairy-freeGluten-free
Low FatLow Sodium
SoySugar Conscious
VegetarianWheat-free
Cosmetic Foods anti-aging
Healthy Hairhttp://www.webmd.com
Dark Green VegetablesBeansNuts
PoultryEggs
Whole GrainsOysters
Low Fat DairyCarrots
Glowing Skinhttp://www.webmd.com
Low Fat DairyBerriesPlums
WalnutsFlax SeedOlive Oil
Whole GrainsTurkey
Nuts
Photo Credit: http://en.sial.fr/ExposiumCms/cms_sites/SITE_508003/images508003/logo_food_beauty.jpg, http://www.nyofficelady.com/wp-content/uploads/2010/11/healthy-hair.jpg
Food Medicine: Nutraceuticals
Boosting Immunity
http://online.prevention.com/flu_immunity/list/1.shtml
YogurtOats
BarleyGarlicFish
ChickenTeaBeef
Sweet PotatoesMushrooms
Healthy Blood Pressure
http://www.mypyramid.gov
Sweet PotatoesWhite Potatoes
BeansTomatoes
Beet GreensSoybeans
Lima BeansWinter Squash
Spinach
http://www.ars.usda.gov/
Search: USDA Nutrient Database
taste
The extent to which
consumption of the
food is appealing to the
senses.
Lusk, J. L., & Briggeman, B. C. (2009). Food values. American Journal of Agricultural Economics, 91(1), 184-196. doi:10.1111/j.1467-8276.2008.01175.x
http://www.eatwell.gov.uk/
price
The money that is paid
for the food
Lusk, J. L., & Briggeman, B. C. (2009). Food values. American Journal of Agricultural Economics, 91(1), 184-196. doi:10.1111/j.1467-8276.2008.01175.x
A Farmers Market Value Menu?
Photo Credit: https://ae0afba34b-custmedia.vresp.com/0d96dd114a/Braintree%20FM%20Email%20art.jpg
• BOGO
• 10 for $10, 2 for $3
• Coupons
• Frequent Shopper Cards & Rewards
Marketing Priority #3Incorpor
ate Trends
Timing is Everything!
Reference: Tsai, E. (2010). When to adopt social media for your company. Retrieved from http://designdamage.com/blog/index.php/200909/when-to-adopt-social-media-for-your-business/
Innovators2.5% Early
Adopters13.5%
Early Minority
34%
Late Minority
34%Laggards
16%
Profit Opportunity
Mass Market
Top Consumer Trends for 2011
Reference: Trendwatching. (2010). 11 crucial trends for 2011. Retrieved from http://trendwatching.com/trends/pdf/trendwatching%202010-12%2011%20TRENDS%202011.pdf
Top Three Food Trends for 2011
Reference: National Restaurant Association (2010). Chefs survey: What’s Hot in 2011. Retrieved from http://www.restaurant.org/pdfs/research/whats_hot_2011.pdf
Putting Trends TogetherRanking #13 on
Food Trends:
Reduced Prices for
Mini-MealsHalf Portions
Smaller Portions&
Value Meals
Ranking #3 on Food Trends:
Sustainabilityof, relating to, or
being a method of harvesting or using a resource so that the
resource is not depleted or
permanently damaged
#1 Locally Sourced Meats & Seafood
#2 Locally Grown Produce
#10 Farm Branded Ingredients
#12 Locally produced alcohol
Top Marketing Trends for 2011
References: Trendwatching. (2010). 11 crucial trends for 2011. Retrieved from http://trendwatching.com/trends/pdf/trendwatching%202010-12%2011%20TRENDS%202011.pdf Wang, J. & Ohngren, K. (2010). 2010 10 and ½ trends to watch. Retrieved from http://www.entrepreneur.com/trends/index.html
Marketing Priorities Wrap Up
• Target Consumer Values
• Focus on Food Values
•Apply Market Trends
Theresa J. Nartea, Marketing & Agribusiness Extension SpecialistVirginia Cooperative Extension, Virginia State University
Box 9081, Petersburg, VA, [email protected] 804-524-5491
Thank you
& Questions
