General Marketing Resources

Market Maker

Would you like to reach thousands of potential buyers with info on your farm and farm products? Then sign up now for MarketMaker’s New York website! MarketMaker is a new website resource for all businesses in the food supply chain, from producers on up through manufacturers, co-packers, distributors, retailers, and consumers. So whether you’re a farmer seeking ideal markets for your eggs or a grocery store seeking to buy grass-fed meat, MarketMaker offers a free service to help you. It will soon join the most extensive collection of searchable food industry data in the U.S. Market Maker sites now cover Illinois, Iowa, and Nebraska (and Kentucky very soon).

Every Empire State producer should be listed on this free site, to be geo-coded and accessible by name, address or type (dairy, produce, etc.). To register your farm for this free service, download this Producer/Farmer Registration Form (Word doc). To send in your form, or if you have questions, please mail or email: John Ameroso () or Dr. Khin Mar Cho (, Cornell University Cooperative Extension/NYC, 16 E. 34th Street, 8th Floor, New York, NY 10016-4328.

To read more about Market Maker, and another marketing tool recently developed at Cornell, Market Scape, please check out this article from our Winter 2007 issue of the Small Farms

Smart Marketing Newsletters

Wen-fei Uva, Editor, Department of Applied Economics and Management, Cornell University

“Smart Marketing” is a monthly marketing newsletter for extension publication in local newsletters and to place in local media. It reviews the elements critical to successful marketing in the food and agricultural industry. Articles are written by the faculty members in the Department of Agricultural, Resource, and Managerial Economics and are available in PDF format.

New Program Helps Farmers with Media Relations

The National Sustainable Agriculture Coalition has launched FARM (Farm & Agriculture Resources for Media). This project champions the voice of sustainable agriculture by providing media training and tools for farmers.  FARM includes a new three-part NSAC toolkit that helps farmers share their personal and authentic story and strengthen their media connections.  The toolkit includes: Media & Public Relations Tool Kit for Farmers; Media Training for Farmers Webinar; and listing on the NSAC FARM Database.

Produce Management and Operations

Thomas H. Frank, Edward W. McLaughlin, Cornell University

A publication that includes information on the fresh produce marketing system, important industry trends, market segmentation, customer service, food safety, and display techniques.

$49.95 plus $5 S&H within the continental U.S. and Canada. To order, contact the Cornell Distance Education Program:
Phone: (607) 255-3028
Fax: (607) 254-5122

Farmers and Their Diversified Horticultural Marketing Strategies: An Educational Video on Innovative Marketing

Vern Grubinger, University of Vermont Extension, Northeast Sustainable Agriculture Research and Education

Because farmers face a competitive and volatile market, growing a high-quality product may no longer be enough to guarantee financial success. This video shares the experience of managers of 8 farms, who show how the right combination of products, customers, and marketing strategies can help build financially rewarding businesses. Farmers and Their Diversified Horticultural Marketing Strategies profiles vegetable, fruit, and horticultural growers in Maine, Massachusetts, New York, and Vermont who have pursued a variety of rewarding approaches adapted to their unique products and conditions. The growers interviewed successfully sell their products through a broad range of retail and wholesale outlets: roadside stands, farmers markets, large-scale community-supported agriculture organizations, multiple markets, Internet sales, pick-your-own businesses, restaurant sales, and wholesale cooperatives. The growers summarize the history of their marketing efforts, explain why their chosen strategies suit their products, geographic conditions, and personal goals, and reflect on how they have developed good relationships with loyal customers. The video will help both new and established growers and their advisors carefully consider the marketing options for their particular situations that can enhance income and promote the sustainability of their farms. 49 minutes. $15 if mailed within continental U.S.

To order, complete the order form and send with payment to:
Center for Sustainable Agriculture
University of Vermont
63 Carrigan Dr.
Burlington, VT 05405-0004
Phone: (802) 656-5459


Moving Beyond Conventional Cash Cropping

Preston Sullivan, Appropriate Technology Transfer for Rural Areas, May 2002

This publication is written for those looking for a way out of the high risk, long hours, low pay, poor prices, and dim future associated with conventional cash crop production. There are viable alternatives to continuing in the cash crop business for those who can adjust their thinking. Finding alternatives to commodity crop production is the focus of this publication. Certain principles provide insights into ways to move forward.

Sell What You Sow! The Grower’s Guide to Successful Produce Marketing

Eric Gibson

This book specifies strategies from master marketers around the country.

304 pages. $22.50. To order, contact New World Publishing at (530) 622-2248.

Market Gardening: A Start-up Guide

Janet Bachmann, March 2002

Market gardening, which entails the intense production of high-value crops, gives farmers the potential to increase their income from a few acres. It is also of interest to people looking at agriculture as an alternative lifestyle. This publication provides an overview of issues you need to be aware of as you consider undertaking market gardening, and suggests helpful resources.

Marketing Plan

Small Business Administration

A helpful outline to a marketing plan for small business with relevance to small farm businesses.

Collaborative Marketing: A Roadmap and Resource Guide for Farmers

Robert King, Department of Applied Economics, University of Minnesota; Gigi DiGiacomo, consultant

A starting point and resource guide for small scale producers who are considering the formation of a marketing network. Presents alternative ways to market.

$4.75. Item BU-07539. To order a print copy, contact:
Minnesota Extension Service
Phone: (612) 624-4900 or 1-800-876-8636


Growing focuses specifically on the challenges and opportunities encountered by more than 40,000 agriculture entrepreneurs from Florida to Michigan, east to the state of Maine. Subscriptions are free. Click here to subscribe, or print the form and send it to:

Moose River Publishing Company
P.O. Box 449
374 Emerson Falls Rd.
St. Johnsbury, VT 05819
Phone: (802) 748-8908 or 1-800-422-7147 (toll-free)
Fax: (802) 748-1866

Principles of Farm Market Layout

Rutgers Cooperative Extension, October 1, 1987 2 pages. FS275. Free. Use the publications order form when ordering by mail. NJ residents can contact their county extension office to order. Non-NJ residents can contact the Rutgers Cooperative Extension Publications Distribution Center:

Publications Distribution Center
Cook College
Rutgers, The State University of New Jersey
16 Ag Extension Way
New Brunswick, NJ 08901-8551
Phone: (732) 932-9762

Market Farm Forms: Spreadsheet Templates for Planning and Organizing Information on Diversified Farms

$45 plus $5 S&H (CA residents add 7.25% sales tax). For either Macintosh or PC platforms.

Order from:
Full Circle Organic Farm
3377 Early Times Ln.
Auburn, CA 95603
Phone: (530) 885-9201

Reap New Profits: Marketing Strategies for Farmers and Ranchers

Sustainable Agriculture Network

This newly revised 20-page full color bulletin offers snapshots of the many alternatives to marketing commodities through conventional channels. Describes how to break into farmers markets; establish pick-your-own operations and farm stands; begin entertainment farming; open a community supported agriculture (CSA) farm; join or start a cooperative; sell to restaurants or through mail order and the Internet; how to process and direct-market meat; and ways to add value to farm products.

Visit the web site to preview or download the entire publication. Order free print copies by calling (301) 504-5236 or e-mailing . Please provide your name, mailing address, and telephone number. Agriculture educators may place orders for print copies in quantity.


The purpose of this site is to provide information to consumers regarding eco-labels, products that carry eco-labels, the organizations that produce eco-labels, and government and private standards for “green” products. Their goal is to help consumers make more informed choices in the marketplace, and participate more effectively as citizens in important decisions that affect the environment.

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