AgriTourism & Direct Marketing

Direct Marketing

Direct Marketing takes place when growers sell their product “directly” to the consumer. This method of sales enables the grower to increase their profit margin compared to conventional wholesale marketing methods. The fact that agricultural production in the county occurs in an ag-urban interface provides immediate access to a potentially large market. This situation fosters the use of direct marketing alternatives. Types of direct marketing include Certified Farmers’ Markets, Roadside Stands, U-pick Operations, Community Supported Agriculture, Buying Clubs, Catalogs, Rent-a-Tree Operations, and Subscription Agriculture. The development of roadside stands and other on farm direct marketing may require special permits from local governmental agencies. Consult your insurance agent about potential liability issues that can accompany having public access to your farm property.

Although direct marketing methods require additional labor for the grower, the use of one of these methods or a combination of direct marketing methods may allow small-scale operators to increase their profits. This may also allow growers to diversify their revenue stream by adding value to the products they sell or engaging in other activities related to agricultural tourism. In addition, an important by product of direct marketing activities is the opportunity to increase community awareness of local agriculture, thereby expanding the support for local growers. Detailed information about direct marketing can be obtained from the University of California Cooperative Extension Small Farms and Agricultural Economics Advisor, Ramiro Lobo.

AgriTourism

Visit our AgriTourism section for more information and resources.