Introduction  

Farm retail marketing, commonly referred to as farmer-to-consumer direct marketing, dates back to the early 1930s. Interest in this marketing alternative generally runs high in locations nearest to large population centers. This guide outlines the process involved in establishing a new or improving an existing farm retail market operation.

  Planning for a successful farm retail market involves two parts: the marketing plan and the management audit. This chapter describes the concept of each part, as well as financial and budgeting considerations. Depending on the circumstances, it may not be necessary to complete each step outlined. For additional assistance consider the advice of business associates and extension professionals or information that can be obtained at industry conferences.

  Building a roadside market without taking time to analyze potential outcomes can be costly. It is important to consider the amount of competition, demand, and consumer preferences for produce. Determining potential demand and existing competition is termed market research and can help reduce the possibility of a loss. The focus of this guide (and specifically this chapter) is on the planning process; outlining the necessary steps for establishing a successful farm retail market, roadside stand, roadside market, or U-pick operation.

  This guide covers the market plan, management audit, market layout, product handling, merchandising practices, pricing, and customer service. Additional sources of information are given either in the text or cited in selected references.

[Back]     [Next]

This guide was written by Carl L. German, University of Delaware