This project addressed marketing challenges and lack of knowledge base that farmers and ranchers
face as they consider pivoting to start direct to consumer sales. Direct marketing helps producers
manage market risk by giving them more control over how and when they sell their products,
more control over pricing, and a greater share of the revenue from sales. Business Planning and
Direct to Consumer Marketing Education for Nebraska/Iowa/Kansas Farmers provided
educational opportunities to help participants manage financial and marketing risk by developing
business plans and implementing cost-effective online marketing strategies.
Our target audience primarily consisted of small and mid-sized farmers and ranchers, beginning
farmers, and those interested in pursing new markets in Nebraska/Iowa/Kansas. Participants
attended a combination of workshops held both in person and online on topics ranging from how to
do a market assessment, importance of business planning, marketing basics, and direct market
customer care. Upon workshop completion, participants received assistance in using tools to
engage in market assessment, business planning, and marketing planning. Three months after the
workshop series, 11 participants have taken steps to refurbish their existing
business/marketing plan and 31 participants have began a market assessment or
business/marketing plan.