What are some options of agricultural marketing and how is an agricultural marketing campaign developed?

Some options for Agricultural Marketing

·    Community-supported agriculture

·    On-farm sales and tourism

·    Restaurant sales

·    Subscriptions for meat products

·    Extending marketing seasons

·    Creating value-added products

An agricultural marketing campaign developed

Marketing is fundamentally about communicating information to increase demand for a product or service. Effectively gathering and using information in agricultural marketing poses some unique challenges.

For example, the most important information signal in the marketplace is price; however, agriculture is often subject to price controls, and thus the wrong message can be communicated to customers. Market analysts must seek additional sources of information about supply and demand, and stay aware of what efforts are being made by companies and countries to increase supplies of agricultural products.

A second challenge for agricultural marketing involves product branding. Similar or competitive products often go by different names. Some campaigns focus on the issue of naming a product, establishing its brand in the minds of consumers.

Effective agricultural marketing campaigns are developed with multiple targets, including consumers, restaurants, supermarkets, and government industries. 

 In fact, some states have mandated marketing programs; that is, producers are required to pay the state for its marketing efforts on the industry’s behalf. The state engages in generic marketing instead of brand marketing, aiming to increase the consumer demand for a given product (such as potatoes from Idaho) instead of a particular brand. The state also issues requirements regarding quality, size, and packaging of products, standardizing many agricultural products between different producers.

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