Agricultural Marketing For Women Farmers Oahu Women s Conference

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1 Agricultural Marketing For Women Farmers Oahu Women s Conference Jari S.K. Sugano University of Hawaii at Manoa College of Tropical Agriculture and Human Resources October 10, 2017

2 Business in the past

3 Past: Word of Mouth Advertising

4 A brand is no longer what we tell the consumer it is it is what consumers tell each other it is. Scott Cook, co founder Intuit

5 New Generation of Consumers Source:

6 Almost anything can grow here Ample Competition What makes your product stand out from the competition?

7 The Changing Role of Hawaii s Farmers Irrigation Specialist Accountant Soil/ Pest Managers Regulations Food Safety, WPS, etc Payroll / health care providers Delivery Drivers Marketers Crop producers Hawaii Farmer Etc

8 Women Operators in HI & USA Nationally, women operate 30% of US farmland. They control 7% of US farmland. Account for 3% of national sales Principal (women) operators typically have smaller farms and acreage Based on 2012 U.S. Census of Agriculture data provided by the National Agricultural Statistics Service (NASS ) for the National Association of State Departments of Agriculture (NASDA)

9 Women Operators Work Life Balance Farm work Family Caregiving Health and wellness Political engagement Etc. Photo credit: life balance for womenleaders/

10 Agricultural Sales Nationally, 90 percent of female farmers operated farms with sales less than $50,000. Based on 2012 U.S. Census of Agriculture data provided by the National Agricultural Statistics Service (NASS ) for the National Association of State Departments of Agriculture (NASDA), Preliminary Report Highlights., February 2014

11 Marketing your Agribusiness Engagement Set your product apart from the competition Expand and strengthen your business Build community relationships Heighten customer loyalty and trust Build community partnerships Engage customers Increase farm sales Photo source: sales clipart 14441

12 Increasing Sales via Marketing Defining your market Targeting your market Positioning statement Branding yourself from others Defining marketing mix (4 P s) Product Price Place Promotion Based on Hawaii Agribusiness Guidebook, UH CTAHR

13 Marketing is More than Creating a Nice Logo

14 Defining your Market Characteristics of that population Age (range) Location Sex (male/female) Family size (single, married, kids?) Household income (range) Education level Ethnicity Values Buying style (bulk, local, cost, etc) Based on Hawaii Agribusiness Guidebook, UH CTAHR Photos are examples only, not endorsements or recommendations

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18 Targeting your Market How are you meeting their needs? How are you going to service them? Ex. Prepared Ex. Health Ex. Tourism

19 How Are You Going to Stand out? Women Grown Locally grown Organic Food Safety Family Farm Veteran farmer Award winning Community supported Etc.

20 Ex. Ample Global & Local Competition

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22 Recognition: Award Winning

23 Convenience: Ready to Eat Market

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27 Accessibility Photo source:

28 Positioning Differentiating yourself from other competition Highlight key points about your product or company to affect the public s perception of your product Developing preference and loyalty for your product

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30 Community & Student Support

31 Branding Developing preference and loyalty for your product Visual aids to reinforcement of your positioning Brand Name/Company Name Tagline/Slogan Logo Color Scheme Spokesperson/Character/Voice Font/Typeface Packaging/Labeling Logo has to be linked to your position Based on Hawaii Agribusiness Guidebook, UH CTAHR

32 Branding Linked to Position Low Prices Not Processed Direct to customer

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34 Packaging and Labeling

35 Positioning Statement Affects Your Marketing Mix (4 P s) Position Statement Example: We grow safe, organic, nutritious, affordable and accessible food that protects our environment, farm workers, and the community in which we farm. Products food safety certified, biodegradable material, grown organically, etc. Price moderately priced, affordable vs. high end Place (distribution) retail, wholesale, CSA s, delivery, community based, farmers markets, etc.? Promotion advertise, sales people, events, social media, etc.?

36 Ensure Marketing Mix Are Linked to Your Position Reliable Fast Direct Accountable Latest Technology Premium brand Highly desired Quick service Affordable food Simple

37 What s Your Position? Who we are: Cooperative Extension (CE) is the outreach component of UH Mānoa s College of Tropical Agriculture and Human Resources. What do we do? Cooperative Extension extends practical applications of science to support local food systems, healthy living, youth development, and the stewardship of natural resources for future generations.

38 For More Information Jari S.K. Sugano University of Hawaii at Manoa College of Tropical Agriculture and Human Resources Department of Plant and Environmental Protection Sciences Wahiawa Extension Office