EP6: How to sell your food before you even start growing it

In this episode, Antonio and Janice talk about why marketing is so critical for farms these days, and bust 3 common myths that keep farmers and other entrepreneurs from doing this essential business activity. They also offer 3 foundational tips for marketing beginners to get started on their marketing journey, and share the steps they took to successfully market their farm’s vegetable box program.

Resources: Learn more about how we help other farmers and food business owners build their own marketing campaigns to promote their products and services: http://cavaleiro.farm/services

Connect with us on:

• Instagram: @cavaleirofarm
• Facebook: @cavaleirofarm
• Website (Cavaleiro Farm): http://cavaleiro.farm/
• Website (Urban Crops): https://urbancrops.ca/
• Email: antonio@cavaleiro.farm

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Timestamps:

1:01: The agenda for today’s episode

1:40: “I hated it” – How Antonio used to feel about marketing and why he now sees it as essential for his farm business

4:37: Janice’s love-hate relationship with social media and marketing and ultimately discovering that EVERYONE needs marketing

6:34: Why it’s so important for farms (especially new farmers) to do marketing

8:07: What direct marketing can look like for farms: wholesale to local restaurants, direct to customers (e.g., CSA program), farmers markets

9:27: How social media and having a website can help farmers gain more customers

10:21: Marketing myth #1: My product is so great that people are bound to find it and buy it. And the reality check …

14:13: Marketing myth #2: Marketing doesn’t seem to be very scientific or logical – it’s artsy and about nice packaging. And the reality check …

15:47: Marketing myth #3: There’s so many other important things I need to do to farm – the marketing can wait until later. And the reality check …

18:08: Where do farmers who don’t know anything about marketing begin? Tip #1: Look at who’s doing what, and what’s already working (i.e., start with the customers’ needs).

20:13: Tip #2: Build an ongoing relationship with your customers (i.e., send free, engaging content your audience wants to build trust).

22:15: Tip #3: Use storytelling to differentiate yourself from other farms (and also get YOUR ideal customers).

25:43: Example of marketing a food business: How we promoted our Community Supported Agriculture (CSA) program our first season

26:25: Step #1: Talk to people and learn their language.

29:10: Step #2: Create your marketing materials (e.g., website, videos, flyers) using tried-and-true marketing templates and processes.

32:52: Step #3: Communicate to your customers through the right marketing channels (e.g. mom groups, Facebook ads).

35:24: Getting feedback from customers can give you useful data for the next season.

36:05: Other things farmers can market and sell – and the challenges and huge opportunities of marketing your product or service online

40:05: How you can connect with us!