 |
||
 |
||
 |
 |
|
 |
||
 |
||
 |
||
 |
||
 |
||
 |
||
 |
||
 |
||
 |
||
 |
||
 |
||
|
Eckert AgriMarketing Newsletter (click here for directory of past newsletters)
March 2007
I just returned from the North American Farmers' Direct Marketing conference in Calgary, Alberta and I was very pleased to hear that all of the farmers I talked to had a good increase in business last year. I'm beginning to believe that the weather is not the only significant factor in annual increases-the farm management team has a far greater roll in growing the business than just a clear day and blue skies. The three finalists for Direct Farm Marketer of the Year all had one thing in common. They were good business people. I know that I say this often, but to grow your business you have to put together a good team of players and you have to manage your numbers. These three farms certainly do that and more. The Hughes shared innovative marketing ideas including hosting VIP shopping nights, a "FREE pie" to all new homeowners, frequent e-newsletters and strong community involvement. Even as a mature business, the Hughes have been able to grow their revenues at 8 -10% a year for the past decade. (www.springridgefarm.com) Underwood Family Farm-Finalist The Underwood's have seen significant growth the past ten years in both their family entertainment center and their farmers markets. Located near Los Angeles, they are definitely seeing evidence of increased customer understanding and desire to purchase locally grown food.(www.underwoodfamilyfarms.com) Questions they asked themselves, the filters are: Does it fit our vision? Does it fit our farm feel? Does it fit our budget? How does one define value? Is it financially worth our while? Every new idea is discussed based on these parameters. Cherry Crest, an admission farm, is open just 69 days a year with corn maze, entertainment and pumpkin patch. They've grown their business not only through increased attendance but by increasing the average sale per customer. In 5 years, they have increased their average food concession sale over $3.00 per head. (www.cherrycrestfarm.com) This was the first year that the three finalists gave presentations to the entire conference for public voting of this award. I know that presenting your business to this large audience of peers was not easy. I applaud you all - you are all winners and truly the BEST of the BEST FARM MARKETERS. I wish you all much continued success in 2007.
At each conference where I speak, I hold a drawing for a free, one-hour telephone consultation. Please join me at the next opportunity, and enter your name to win. The winter is your time to attend farm meetings, study new ideas, and to plan your 2007 marketing season. I encourage you to take a look at my books and CDs to continue your personal business growth. |
Springridge Farm was the finalist from Milton, Ontario, just 30 minutes west of Toronto. John and Laura Hughes have a passion for their business, which also guides their commitment to their employees. What started as a pick your own operation in the 1970's has now become a multi-enterprise business including farm products, entertainment, gift sales and a popular scratch bakery.
Underwood Family Farms in Camarillo, California are like many of us and have had to change with the times. They began farming in 1867 and opened their first roadside market in 1980. They now operate two roadside stands, participate in 12 farmers markets per week and have a large family entertainment center that was added in 2000. 
The WINNER of the NAFDMA 2007 award for Farm Direct Marketing of the Year went to Cherry-Crest Farm located in the heart of Amish country near Lancaster, PA. Owner Jack Coleman and his brother-in-law Rudy Kilgore shared with us how they filter new ideas for growth. 
