This project was designed to enable
small, limited resource, socially disadvantaged Native American producers of specialty crops
in Oklahoma to understand and respond to marketing
risk. Participants acquired market analysis skills and understood their own
operations sufficiently to develop and implement detailed marketing plans at
the enterprise level.
Three sequential workshops (18
hours) supplemented by personal assignments and individualized
counseling (60
hours) were delivered to 29 producers via a partnership of subject
matter
experts and local educators. Participants developed, for each
decision
variable in the Marketing Mix (product, price, place, promotion, people)
a
written goal, consistent with consumer preferences for their
commodities. For
each goal they delineated three specific actions they would take to
reach
those goals and committed to implement their specified marketing plans.
Educators reported that 19 participants completed the
project accomplishing 1,686 (average 76.6)
hours of homework and completed 276 (average 12.5) specific actions; evidence the project objectives were met, and expected actions accomplished.
This innovative, concentrated and
iterative program, with sequential workshops, hands-on activities and
individualized on-farm follow-up, provided participants an opportunity to
succeed. This approach typically leads to long-term behavioral change,
consistent with our experience showing behavior changes are more likely with
sustained personal support.