December 2, 2008

Series steers farmers' direct marketing efforts toward success

"This five-part series is more about cultivating a new 'crop' of successful market vendors, expanding opportunities and meeting the needs of today's consumer than about how to produce any particular kind of fruit, vegetable or livestock," said Roy Ballard, Purdue Extension educator and program co-coordinator. "There's been a huge increase in interest in local foods.

"A recent survey shows that 71 percent of consumers are willing to pay more for their food if it comes from a local source.”

Farmers' markets are also increasing in numbers. According to the U.S. Department of Agriculture's Agricultural Marketing Service, the number of farmers' markets has increased by 6.8 percent from 2006 to 2008.

This is the first program designed to improve the success and profitability of farmers' market vendors as they serve their clientele, Ballard said. It will give an overview of how to generate income by growing fruit, vegetables and flowers, as well as producing meat, eggs, dairy products and a variety of value-added processed products for selling locally.

"Not only will the series teach participants how to generate income, but it also will increase their success rate at being able to make a living from their endeavor," Ballard said.

The program, offered via Interactive Adobe Connect, will be held at more than 15 sites around Indiana. It will be held from 6:30-9:30 p.m. on Jan. 8 and continue for five consecutive Thursday evenings. Registration costs $50, which includes reference materials and refreshments, and is due by Jan. 5.  Space is limited and will be reserved on a first-come, first-served basis at each site.

Sites include Purdue Extension offices in the following counties: Bartholomew, Blackford, Clark, Decatur, Hamilton, Hancock, Hendricks, Henry, Howard, Jennings, Kosciusko, LaGrange, Lake, Monroe, Tipton and Warrick. A session also will be held in Knox County at the Southwest Purdue Agricultural Center.

A brochure, which includes registration information, is available at https://www.extension.purdue.edu/Hancock/
09GrowingForMarketBrochure.pdf  or by contacting Ballard at (317) 462-1113, rballard@purdue.edu. Participants should register at the site where they plan to attend.

Growing for the Market sessions will be taught by a team of Purdue Extension field staff, campus specialists, agency staff and market masters, as well as experienced growers and vendors who range in scale, cropping mix, marketing strategies and growing methods.

"This mix of speakers will provide participants with diverse perspectives, tips, practical know-how information, as well as the opportunity to network and learn from fellow gardeners, farmers, farm market managers and entrepreneurs.

Ballard said there are many reasons for more interest in local foods by consumers, including freshness, diversification of sources, knowing where their food came from and how it was produced.

"In some cases consumers just like to put a face with the food they eat," he said.

For questions and information, contact Ballard at (317) 462-1113 or rballard@purdue.edu.

Growing for the Market is sponsored by Purdue Extension, Hancock Harvest Council of Central Indiana, USDA's North Central Region Sustainable Agriculture Research and Education and USDA's Risk Management Agency.

Writer: Julie Douglas, (765) 496-1050, douglajk@purdue.edu

Sources: Roy Ballard, (317) 462-1113, rballard@purdue.edu

Ag Communications: (765) 494-2722;
Beth Forbes, forbes@purdue.edu
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